1. The difference between domestic and international tourism
Domestic Tourism
Domestic tourism is when people take day trips, short breaks and longer holidays in their own country. Domestic tourism is South Africans that take holidays within the borders of RSA.
The difference between domestic and international tourism
Domestic travel is within a person’s country and international travel is across international boundaries

2. The Domestic Tourism Growth Strategy
What is a growth Strategy?
*In 1996 the government issued the White Paper on the Development and Promotion of Tourism in SA.
*The guideline for sustainable tourism development is the framework for the DTGS
* An updated DTGS was issued in 2012
*The DTGS focuses on the growth of domestic tourism
*The role players are:
South African Tourism
The National Department of Tourism
The 9 provinces

3. Benefits of Domestic Tourism
1. Tourism generates income
2. Tourism creates jobs
3. Tourism improves the infra-structure
4. Tourism promotes greater understanding between cultures
5. Tourism combats seasonality

4. Ways to meet the objectives:
Increasing expenditure (will increase revenue - income)
Motivate tourists to take more trips
Stay at their destination for a longer time
Spend more and stay for a longer time
Reducing seasonality
Domestic travel takes place during school holidays and public
holidays (peak season).
Reduce seasonality by encouraging all –year round travel and
more trips outside school holidays and during the week
3. Improving the geographical spread
Encourage tourists to visit more and less popular destinations
Encourage more trips to Mpumalanga, Limpopo and North West

5. 4. Increasing volumes
To encourage more South African to travel
5. Use events to encourage year-round travel
Exhibitions, major sport events, arts festivals
6. Improve safety and reduce crime
Provide visitors with information to help them improve their safety

6. Domestic Marketing Campaign
SAT introduces the Sho’t left campaign in 2007 to encourage domestic tourism. Its aims to:
Encourage South Africans to explore their own country
Promote a culture of local holiday travel
Sho’t Left website
Sho’t Left Fun Bus
Sho’t Left packages
Sho’t Left T.V. Programmes
Sho’t Left Radio programmes

7. Tourism Enterprise Programme (TEP)
Welcome Campaign
The Welcome Campaign encourages all South Africans to embrace tourism and share South Africa’s rich natural and cultural heritage.
Tourism Month - This annual promotion, held in September,
Tourism Enterprise Programme (TEP)
TEP was launched inJuly The aim of the programme is to help the growth and expansion of SMMEs in the tourism economy, resulting in job creation and income- generating opportunities.
***SMME: small, medium and macro enterprises

8. Domestic Tourism contributes to South Africa’s GDP (Gross Domestic Product)
Multiplier Effect: The 'snowballing' of economic activity
Tourist stays at a hotel
Hotel Pays employee (e.g. chef)
Chef pays taxi for transport to hotel
Taxi driver pays mechanic to service taxi
Mechanic pays school fees for child
School pays educator
Educator pays store owner for fresh produce
Store owner pays farmer for fresh produce
Farmer produces food and sells to hotel
Hotel provides meals to tourist

9. Market Segmentation
To segment the market, SAT have grouped people in terms of their travel behaviour, media use and lifestyle
A real benefit of segmentation is that people with similar characteristics can be targeted with products and communication put together specifically for their needs and what they can afford
Through research, five different consumer segments have been revealed in the domestic market

10. Spontaneous Budget Explorers
Segment ONE
Spontaneous Budget Explorers
Aged – all races
Have about R5000 disposable income a month
Travel to discover new people, places and adventures
Prefer a weekend holiday
Like to have fun in new surroundings with existing friends or meeting new friends

11. Segment TWO New Horizon Families
Aged 35 and older – Black, Coloured, Indian
Have about R5000 – R disposable income a month
Travel is a way to educate their children
Travel is seen as quality time spend with family
Special offers will make them travel more
Travel is seen as a reward for hard work

12. High-Life Enthusiasts
Segment THREE
High-Life Enthusiasts
Aged 25 – 45 – Black, Coloured, Indian
Have about R or more disposable income a month
Travel is a way to boost one’s social status
Travel is seen as a way to enjoy the finer things in life
Prefer weekend holidays filled with activities
Domestic tourism is the easiest way to enjoy world class experiences

13. Seasoned Leisure Seekers
Segment FOUR
Seasoned Leisure Seekers
Aged 25 – 45 – White
Have about R5 000 or more disposable income a month
Travel is a way of life and a necessity
Having grown up going on holidays they understand the value of travel experiences
Travel to escape, relax and spend quality time with family

14. Well-to-do Mzanzi families
Segment FIVE
Well-to-do Mzanzi families
Aged 25 – 45 – Black
Have about R or more disposable income a month
Travel is about escaping the city and spend time with family anf friends
Special offers on flights and hotels would encourage them to travel within South Africa
Break away from daily pressure and having good times with friends

15. City Breaks
Sports, shopping, dining, nightlife, events, entertainment
Mountain escapes
Adventure, scenery, nature, sports, hiking trails, food and wine, crafts

16. Coastal getaways
Beach activities, scenery, nature, adventure, heritage, and history
Bush Retreats
Wildlife, nature, flora and fauna, tracks and trails

17. Countryside Meanders
Arts and crafts, heritage, food and wine
Cultural discoveries
Culture, art galleries, performing arts and music, heritage and history

18. Event Wonders
Festivals such as food and wine, music, culture, history

19. The following pillars will activate the five new market segments for growing domestic tourism:
Brand marketing campaign
Word of mouth recommendations for travel
The tourism industry participation in promotion affordable packages across the country
Event promotion and packages
Direct consumer engagement through information provision
“ whatever you looking for, its here”

20. Reasons why people travel
* Travel for Visiting Relatives and Friends
* Trips for business
* Religious trips
* Medical journeys
Sport & global events

21. For your information VFM: Value for Money
EST: Estimate Time of Arrival
VFR: Visiting Friends and Relatives

22. 40 WINKS GUEST HOUSE Experience warm hospitality and accommodation in a secure, luxurious setting with a beautiful pool. in Green Point, Cape Town
You are the proud owner of a 4 star guesthouse close to a beach.
Design a striking advertisement to introduce your luxury guesthouse to the world
It must be in the form of a magazine advertisement.
Include:
Pictures
Descriptions
Prices
Meal
Entertainment
Facilities
Advertisement: