1. ENTERPRISE PROGRAMME BACKGROUND INFORMATION FOR TRAVEL AGENTS

2. Sho’t Left Enterprise Programme About the Enterprise Programme Launched in 2005 To support Travel Agencies in developing a greater domestic leisure tourism focus Forms part of the Domestic Tourism Growth Strategy from Government Will help the industry with transformation and BEE charters Is a joint partnership between SA Tourism and ASATA Open to PDI travel agents (and students as part of practical training) in the country

3. Sho’t Left Enterprise Programme Aims of the Enterprise Programme 1.To have 100 Sho’t Left Travel Specialists in the field by the end of 2006 2.To make travel more accessible to all South Africans – by having travel agents who understand the unique needs of the emerging local market and are able to sell accordingly 3.To provide knowledge and insight to travel agents to equip them to build enterprises around the domestic travel market in future

4. Sho’t Left Enterprise Programme Domestic Tourism Growth Strategy Developed by DEAT (Department of Environmental Affairs & Tourism) and SA Tourism Based on extensive research – local research and internal case studies Designed to help the industry focus on drivers for growth

5. Sho’t Left Enterprise Programme Strives to contribute to … Sustainable GDP growth Sustainable job creation Redistribution and transformation … through delivering sustained... Increases in tourist volume Increases in tourist spend Increased length of stay Improved geographic spread Improved seasonality patterns … by acting in a focused way to … Understand the market Choose the attractive segments Market the Destination Facilitate the removal of obstacles Facilitate the product platform Monitor and learn from tourist experience Promote transformation

6. Sho’t Left Enterprise Programme The Domestic Tourism Growth Strategy is based on four areas of focus 1.Increasing volumes 2.Increasing expenditure 3.Reducing seasonality 4.Improving geographic spread

7. Sho’t Left Enterprise Programme In 2003 the Tourism market value in South Africa was just over R100 Billion – almost half of that was domestic

8. Sho’t Left Enterprise Programme In 2003 the tourism industry hosted 6.5 million international visitors and 8.1 million domestic holiday trips

9. Sho’t Left Enterprise Programme The South African Domestic Travelling Population has room for growth

10. Sho’t Left Enterprise Programme Nearly two thirds of trips are for VFR (Visiting friends and relatives). Although Leisure travel accounts for only 16% of all trips, it accounts for 44% of all expenditure The opportunity to improve the GDP contribution from domestic tourism is in the holiday or leisure segment

11. Sho’t Left Enterprise Programme Many South Africans do not have a culture of holiday travel No weekend trips 96% No trips at all 84% Of those who do travel – 83% take one trip a year Taken from AMPS 2004

12. Sho’t Left Enterprise Programme Most trips are taken during school holidays with a notable decline in the number of trips taken between August and November (2003 figures)

13. Sho’t Left Enterprise Programme KZN in both the biggest source of domestic travel and the biggest receiver of domestic travel (Note this is all travel not only leisure)

14. Sho’t Left Enterprise Programme Domestic Tourism Summary 1.Domestic tourism is as valuable as international tourism 2.Domestic tourism is not developed in SA – there still a lot of room for growth 3.Holiday travel has the best potential to grow the GDP of South Africa – so this is where the focus is 4.There is a need to develop a culture of leisure travel – the few who do take holidays mostly take only one trip a year – we can convert people to take more trips more often 5.Domestic tourism is mainly in four provinces and follows a seasonal pattern – we need to direct tourism to lesser visited provinces and at different times of year

15. Sho’t Left Enterprise Programme

16. Who is the South African Domestic Holiday traveller? There are three main groups which have been identified through research 1.Established 2.Emerging 3.Untapped

17. Sho’t Left Enterprise Programme Established Travellers – 0.9 million people who generate R8.9 billion tourism spend This market are already travelling for leisure purposes and have knowledge and understanding about tourism products around the country They can still be enticed to go on more trips and spend more in low season Two groups here are: –Independent Young Families and Couples –Golden Active Couples

18. Sho’t Left Enterprise Programme Untapped Travellers – 5.9 million people who generate R1.7 billion tourism spend This market are low income travellers and are currently spending money on basic living necessities. When they travel it is for religious or family reasons They can be encouraged to travel more, but this will be a much harder sell than to the Emerging market Two groups here are: –Home based families –Basic needs older families

19. Sho’t Left Enterprise Programme Emerging Travellers – 6.3 million people who generate R7.5 billion tourism spend This market includes South Africans who are already travelling – some may have even been on a holiday – but they are not very knowledgeable about tourism offerings, the value of holidays, how to book, plan and budget for a holiday. This market represents the biggest opportunity for growth in domestic tourism – and it is here that Sho’t Left is focussed.

20. Sho’t Left Enterprise Programme The holiday leisure traveller in the emerging market can be increased both in terms of volume (no of trips) and value (holiday spend)

21. Sho’t Left Enterprise Programme Emerging Travel Target Market comprises of three segments – the biggest being the young & upcomings MarketDemographicSize & ValuePackage Fit Young & UpcomingAge 18-30 Middle income – R5000 to R10000 5.1 million R3.1 Billion Fun, vibrant, full of life, exciting & challenging Striving FamiliesAge 25 to 45 Middle income R5000 to R10000 0.4 million R2.0 billion Relaxing, family fun, friends, memories Well-off Homely couples Age 30+ Middle to upper income R10000 to R20000 0.8 million R2.4 billion Enriching, inspiring, unique, fulfillment

22. Sho’t Left Enterprise Programme Domestic Leisure Tourism Strategic overview Overall objective: Develop and stimulate a culture of holiday travel by demonstrating that the doors of travel are open to all Market: Emerging Travellers with a focus on the Young & Upcoming segment Message: Holidays are affordable, do-able and good for you Action: Take more short breaks, more often Vehicle: New tourism brand: Sho’t Left

23. Sho’t Left Enterprise Programme An introduction to Sho’t Left

24. Sho’t Left Enterprise Programme Conceptualised in early 2004 and launched in June 2004 Sho’t Left is a marketing campaign designed to 1.Create awareness of what is available to see and do in SA 2.Demonstrate that the doors of travel are open to all 3.Encourage people to take action – make an enquiry, make a booking

25. Sho’t Left Enterprise Programme Sho’t Left Term taken from Taxi-Lingo Means – “drop me off just here” Alludes to the fact that it is easy to travel, it is “just around the corner” Uses the Welcome Icon – internationally and locally recognised symbol of tourism Has strap line: “Affordable Mzansi (SA) Holidays” to clearly position the brand Is always promoted with the SA Tourism Help-line and web-site addresses to prompt action

26. Sho’t Left Enterprise Programme Sho’t Left Campaigns are run in three periods through the year Off-peak season focus Majority spend in winter months 1.Feb to Apr 2.May to Aug 3.Sept to Nov –Investment 2004 R7 million –Investment 2005 R20 million

27. Sho’t Left Enterprise Programme Stimulate Domestic market to take more short breaks, more often TV Programmes SABC 2 2004 Inserts 2005 Chalenj Reality Show 2006 Repeat of Chalenj Advertising & PR Including newspaper, taxi advertising, radio, cinema, billboards, lots of PR – articles, interviews and media events Sho’t Left Campaigns Outreach Road shows to large employers, events, expos, Shopping centres etc

28. Sho’t Left Enterprise Programme Print Advertising

29. Sho’t Left Enterprise Programme Has it worked? Sho’t Left is already a known brand amongst the target market Response to the TV programmes and competitions has been excellent Media support and PR coverage has been excellent – showing interest of the public in the concept and idea Call centre numbers have more than tripled Web-site hits have increased 3000% In the last nine months (Jul 04 to Mar 05) just over 6 million holiday trips were taken domestically

30. Sho’t Left Enterprise Programme More than 65 calls a day Note: call centre enquiries include all telephone calls, emails, faxes and exclude online brochure requests Sho‘t Left

31. Sho’t Left Enterprise Programme Web-site hits increased 3000% Sho‘t Left

32. Sho’t Left Enterprise Programme Latest statistics are already showing a change in seasonal patterns following the launch of Sho’t left in May 2004

33. Sho’t Left Enterprise Programme Sho’t Left and SADC The campaign has been adapted for SADC countries Similar markets and needs Mozambique, Botswana, Swaziland, Lesotho and Zambia are being targeted Campaign starts Sept 2005

34. Sho’t Left Enterprise Programme Domestic Tourism Industry Activation Activating off-peak periods ASATA TRAVEL AGENTS To sell Sho’t Left Packages – brochure & POS delivered to 1200 outlets ASATA SHO’T LEFT ENTERPRISE PROGRAMME Employment and training of new staff to be Sho’t Left agents – focusing on the domestic leisure market

35. Sho’t Left Enterprise Programme ASATA Travel Agencies Kit Hanging Mobile Mouse pad A1 Posters/Window Decals Wobbler Sandwich Board

36. Sho’t Left Enterprise Programme Package brochure

37. Sho’t Left Enterprise Programme Affordable Holidays SA Tourism is not in the business of developing packages for the industry SA Tourism have asked and guided the industry to select and develop packages which will appeal to the emerging travel market SA Tourism are happy to work with any credible supplier who is committed to growing the domestic leisure tourism market Selected packages are listed in a Sho’t Left brochure Many more are listed on the web-site

38. Sho’t Left Enterprise Programme What is a good domestic package? City Breaks & Coastal getaways popular Resorts with activities All inclusive – meals and transport Under R1000 per person sharing Added value – tours, vouchers, tickets to an event Weekends and short breaks Bush retreats gaining in popularity

39. Sho’t Left Enterprise Programme SHO’T LEFT PACKAGES ARE ALL COMMISSION BEARING TO THE INDUSTRY 7 % commission 10 % commission 10 % to Retail SHO’T LEFT PACKAGES ARE PROCURED FROM ESTABLISHED AND EMERGING TOUR OPERATORS

40. Sho’t Left Enterprise Programme Educational Leaflet – for clients who have never booked a holiday before or who are apprehensive and unaware of what to expect

41. Sho’t Left Enterprise Programme Sales Tools Use the Sho’t Left Brochure and Education leaflet Use the Sho’t Left web-site Use the TGCSA Accommodation Guide Use the AA Accommodation Guide Use the Country Life magazine, Getaway and other publications Contact and be aware of Local Tourism Authorities and Tourism Associations Bus, train and low cost airline bookings to get people there and back are important add-ons – have these handy

42. Sho’t Left Enterprise Programme IMPORTANT 1.You don’t have to only sell Sho’t Left Packages 2.Find your own affordable Mzansi holidays to market 3.Work with your suppliers to come up with great offers 4.The big objective is to increase domestic leisure travel

43. Sho’t Left Enterprise Programme Enterprise Cadets – next steps Go out and sell!! Feedback session to be set up for late Jan 2006 You will be the first to experience the new Sho’t Left Fundi programme – now in development

44. Thank-you