2. MANDATE AND KEY STRATEGIC OBJECTIVES The mandate of SA Tourism is ...
Sustainable GDP growth
Sustainable job creation
Redistribution and transformation
Increase in
tourist volume
Increase in
tourist spend
Increase in
length of stay
... through six
key objectives ...
Improved
geographic spread
Improved
seasonality patterns
Promoting transformation
Understand the market
Choose attractive segments
Market the
destination
... by acting in a
focused way to...
Facilitate the
removal of obstacles
Facilitate the product platform
Monitor and learn
from tourist experiences

3. MARKETS DEFINED 2014-2016 WATCH-LIST MARKETS • Malawi • Swaziland
• Ethiopia
• Argentina
• New Zealand
• Austria
• Denmark
• Belgium
• Norway • Sweden
• Finland
• Turkey
• Spain
INVESTMENT MARKETS
• DRC
• Lesotho
• Canada
• Zimbabwe
• Japan
• Botswana
• Ghana
• Uganda
• South Korea
• Italy
• Russia
CORE MARKETS
• Angola
• Mozambique
• Kenya
• Nigeria
• Domestic (South Africa)
• USA
• Australia
• France
• Germany
• Netherlands
• UK
• Tanzania
• Brazil
• China
(incl. Hong Kong)
• India
TACTICAL MARKETS
• Namibia
• Zambia
• UAE
• Switzerland
• Singapore
STRATEGIC IMPORTANCE
• Egypt
• Israel
• Saudi Arabia
• Morocco • Tunisia
• Malaysia

4. TOURIST ARRIVALS 2013 5. Australasia 1. Africa 2. Europe
• 4%
1. Africa
• 6,889,389 arrivals
• 3.8%
6. Central and South America
• 129,463 arrivals
• 8%
2. Europe
• 1,494,978 arrivals
• 7%
Largest long-haul
traffic for South Africa
3. Asia
• 435,076 arrivals
• 9.2%
3. Middle East
• 57,382 arrivals
• 5.9%
4. North America
• 417,582 arrivals
• 6.1%
8. Indian Ocean Islands
• 24,394 arrivals
• 13.3%
Largest traffic overall
for South Africa
GRAND TOTAL
9,616,964 arrivals
4.7% up from 2012

5. KEY
SEGMENTS

6. Traditionally wealthier,
Experienced international travellers
Between years old.
Prefer independent or small group travel
The NSSA segment represents our traditional market. They are wealthier experienced international travellers, usually between the ages of 40 and 60 whose children (if any) have left home. They typically look for natural beauty and authentic cultural experiences. They prefer independent or small group travel, and look for luxury and comfort as part of their experience. Safety is a key consideration when choosing a new destination. Safari is a big draw-card when travelling to Africa.
Seeking natural beauty and authentic cultural experiences.
Luxury and comfort is key
Safari is a big draw card when travelling to Africa
Safety and security is an important consideration when choosing a destination

7. They have considerable travel experience
Looking for experiences centered on nature, culture and adventure, with a strong liking for the ‘urban vibe’
Drawn to emotional appeal of a
destination
Most positive about South Africa
Also want to travel the world
The “Wanderluster” segment is made up of younger singles or couples between the ages of 25 and 40 and generally do not have children. They are young urban professionals earning higher incomes, and they already have considerable travel experience. Their desired experience centres on nature, culture and adventure with a strong liking for “urban vibe”. While also concerned with issues of safety and comfort, these consumers are driven more by the emotional appeal of a destination compared to the more practical NSSAs. They are generally more positive about South Africa in every market than any other segment but they also want to travel the world.
Younger urban professionals ,singles or couples aged
year olds
Higher income earners, with considerable travel experience

8. Welcome is a South African Tourism initiative that aims to create and sustain engagement, information sharing and education with industry stakeholders
The Welcome initiative is for all members of the tourism industry, from seasoned tourism business owners to thriving start-ups

9. WELCOME AV

10. WEBSITE
Southafrica.net/welcome
Newly launched

11. GET TO KNOW YOUR TOURIST
Mandarin Hotel Directory

12. TOOLKITS Mandarin Hotel Directory Mandarin Welcome letter
Online banners

13. “Make someone's day today”, share your stories and pictures with us
SOCIAL MEDIA
“Make someone's day today”, share your stories and pictures with us

14. Aneshree Rambally
TRM: Product
+27 (0)
For more information, or to book a Welcome insights session in your town, contact: