South African TourismEmbrace. Enrich. Awaken.Experience South AfricaBy: Sharmonique Shade

Tourism EnvironmentTourism is a driver of economic growth worldwide. Tourism market has grown 24% between 2003-2008Over 130 countries are driving their tourist industry more than any other service sector

UK Tourism EnvironmentSpending increased 61% over the past decade as consumers seek new experiences Two thirds of those whose last holiday was outside of Europe stayed for 14+ nightsTravelers are taking one longer holiday or more mini breaks

UK Tourism EnvironmentOverseas holidays in Africa from UK increased 15.9% between 2003 – 2008International trips planned by UK residents are expected to decline 2% in 2009In 2008, UK consumers spent roughly £60 billion on holidays and travel (£2,259/HH)Largest travel abroad is between July-Sept.

In 2008, UK consumers spent roughly £60 billion on holidays and travel (£2,259/HH)

Largest travel abroad is between July-Sept.

South AfricaPopulation: 49,052,489Climate: Temperate South coast; tropical northeast. Languages: 14+Ethnic Groups: 77% black, 10% white (of which 60% Afrikaner descent, rest British), 8% mixed race, 2.5% Indian, Asian descent Tourism is the fastest growing sector in the South African economySouth African government spent Rand 23 Million ($3.22 million) on airport modernization in 2006

South Africa TourismThe 7.8% increase in arrivals is much higher than the global average

Why South Africa?These are the reasons UK residents find South Africa appealing…

Why South Africa?This is what UK residents had to say about South Africa…“Moyo Restaurant serves a righteous ostrich burger!”“The list of thrills and chills seems endless…Cape Town is a prime destination for the backpacker set.”“There’s a mix of old African charm with a modern flare.”“This is actually a do-able dream trip.”

Target AudienceMiddle to Upper ClassEnjoys wildlife in natural environmentsAge 25 - 44Traveler not a touristLooking for new & exotic holidaysPlan holidays around camping, hiking and adventure sportsYoung, Early AdoptersConsumersfrom the UKEcotouristinterests

Strengths+

Weaknesses-

Opportunities+ Build upon momentum from World Cup South Africa 2010 British holidaymakers are becoming more resilient to catastrophes The fastest-emerging niche markets include off the beaten track adventure destinations Consumer expenditure on holidays and travel will grow by 1.3% over the period 2009-14 Those in a secure economic position are likely to see the value of trips beyond the Eurozone

Build upon momentum

British holidaymakers are becoming more resilient to catastrophes

The fastest-emerging niche markets include off the beaten track adventure destinations

Consumer expenditure on holidays and travel will grow by 1.3% over the period 2009-14

Those in a secure economic position are likely to see the value of trips beyond the Eurozone

Threats-

CompetitorsTop 10 UK visitor destinations 2008: South Africa had 425,000 UK travelers

Current Marketing StrategiesTagline: “It’s Possible”Joint commercials to promote SA and the World Cup 2010Launched a travel channel on the SAT websiteSAT ran a cinema ad campaign until February 2009Host UK journalists to experience an adventure filled tripSweepstakes with National Geographic Channel to win a 10-day holiday

ObjectivesCommunication Objective:To position South Africa as a close, affordable long-haul holiday destination that will empower and rejuvenate travelers through diverse experiencesTo increase awareness of the country as a holiday destination.Marketing Objective:To increase the number of visits to South Africa prior to and following the 2010 World Cup by 15%

Insight Travel is a process by which people communicate who they are while shaping their own identity.

DifferentiationSouth Africa offers an array of diverseactivities for whatever the traveler wants to do, when they want to do it. South Africa is an exotic escape and travelers will return empowered from their new experiences.

Campaign StrategyEmbrace.Enrich.Awaken.“Experience South Africa”

“Experience South Africa”

AdvertisingNewspapers: The Sun (the UK’s highest circulation national daily newspaper with approximately 3-million readers)Online: TravelMail.co.uk (that receives 1.5 million page impressions per month and has 250, 000 unique users)Times Online (that has over 20,000,000 unique users and is a highly regarded source of travel information in the UK)The Press Association (which syndicates to more than 300 regional newspapers)TV: (Flighting)BBC, CNN, Sky News, Sky Sport, Fox TV, Eurosport and National Geographic Channel

Marketing Mix – Tactics“Experience South Africa” Reality TV-style competition where UK-ers participate in various physical sports in SA’s beautiful landscapeParticipants will blog, Tweet and post challenge reports on a challenge micrositePartnership with airlines and other exotic location tourism units to do an adventure excursion through 3 countries (ie. South Africa, Caribbean, Australia)Sponsor travel bloggers on an “Experience South Africa” trip

Marketing Mix – TacticsUpdate South African Tourism websiteIncorporate features for travelers to upload videos, pictures and comments about their trip Facilitate a discussion forum for visitors for future tripsUse Facebook to build friends and provide special offers through social networkingMobile App – game designed as an adventure challengeProvide mobile capability for easy booking from mobile phones

Marketing Mix – TacticsEncourage current travelers to utilize peer review travel websites in exchange for special discounts:Nextstop, Whereivebeen.com, Wikitravel and TripAdvisorSAT Twitter accountUpdate with events and local hot spots for travelers

“As we let our own light shine, we unconsciously give other people permission to do the same.”- Nelson MandelaEmbrace. Enrich. Awaken.Experience South Africa