1. South Africa – Domestic Tourism
Debbie Damant
Date: 13 September 2016

2. Executive Summary Landscape analysis
The South African consumer was under pressure in 2015, with disposable income growing behind inflation.
Consumer confidence hit a 14 year low
Economically active citizens are heavily indebted
SA economy is only expected to recover in 2017
Rand is expected to remain weakened against major currencies putting pressure on food and fuel
Expected drought will be a further driver of food inflation
Due to these pressures, we expecting South Africans to take fewer holiday trips
Research segmentation shows that our priority segments browse for product online and buy direct with the product. Almost 80%, see tour operators and travel agents as being more expensive and do not see them as a value adding channel.

3. 2. Consumer insights
South Africans believe that travel gives them an opportunity to take a break from the routine and relax. Moreover, travel helps them reconnect with their families and brings them closer. They believe that travelling domestically allows them to experience new and different things in the country. They also feel that travelling domestically is important to stay in touch with their friends and relatives. They are prefer outdoor, nature-based destinations with the beach being a firm favourite but the mountains and bush are also appealing. Though most prefer to plan their holidays, a select few go on spur of the moment trips. They get inspired to travel based on recommendations by their friends. Most of the travellers favour the affordable option after researching on travel review websites. They prefer to manage bookings themselves using online travel booking websites. They are not motivated or bound by geographic borders, they look for experiences, therefore they would not recognise a municipal region like Ekurhuleni as a leisure tourism destination.

4. Why tourism is important? #TourismForAll #TourismMonth4

5. CAMPAIGN WORK TO BE BASED ON REFRESHED INSIGHTS:
SAT Domestic Tourism Strategy - Summary
Creating Demand
Fulfilling Demand
Where to Play?
Focus on the population earning R5,000 per month as this group consists of the adult population that may or may not have taken an overnight trip in the last 12 months – BUILD THE CULTURE OF TRAVEL
Existing Travellers earning more than R 5,000 per month: The travelling population that has a propensity to take holiday trips is most prevalent in this group; however, this population may or may not be taking holiday trips – CONVERT TO HOLIDAY TRAVEL
Existing Holiday Travellers earning more than R 5,000 per month: This group comprises individuals that are already travelling for holiday – DEFEND HOLIDAY TRAVEL
South Africans prefer planned trips instead of spontaneous trips, mostly do their bookings themselves via online websites, print inserts etc
Some may use travel agents for organised packages when travelling to unfamiliar destinations, but they dislike the lack of flexibility with such packages
They inspired to travel domestically when they hear travel experiences from their friends/family or read & see media promotions. They are not influenced to travel by geographic borders or municipal regions.
Affordability is the prime factor for the selection of a destination.
They consider the activities and offerings at the destination to make their choices.
Information about the Destination and Making Travel Stress-free
Affordable Options
How to Win?
MAKE IT CLEAR AND EASY: Travellers do not have enough information about the offerings of South Africa; hence, they travel mostly to the familiar and popular destinations
COSTS: Travel cost is a big consideration for all the travellers. They want travel to be affordable and some opt to pay for it in instalments or save for it.
Change the word Sunk as per our session…
CAMPAIGN WORK TO BE BASED ON REFRESHED INSIGHTS:
Travel allows South Africans to relax, connect with family and enjoy a break from the daily routine

6. SAT’s Challenge
The Vision is to create a “holiday culture”, so the challenge is to convert those currently travelling to start travelling for leisure instead of VFR, business and religious reasons.
First, is to grow Domestic Tourism as a whole by creating a holiday culture. Then, for each province/city to understand its own particular growth opportunities and to focus on those… 6

7. Perceptions of Ekurhuleni as a tourist destination
Tourists do not know Ekurhuleni as a tourist destination – it’s a municipality
Focus on leisure attractions and experiences, create content and share those stories (Thokoza Memorial Wall, Korsman Bird Sanctuary, Nicci Beach – Wild Waters etc)
Tourism Value Chain – Partner with Joburg Tourism, Gauteng Tourism, Red Bus
Focus on Domestic Tourism – get your product to upload specials onto our platforms for marketing and promotion
SAT will share consumer insights and research data to better equip marketing promotion 7

8. THANK YOU 8