The document outlines South Africa's Domestic Tourism Growth Strategy (DTGS) from 2012-2020. It aimed to increase domestic tourism as most South Africans had not traveled within their own country due to limited income, time constraints, and a lack of travel culture. The DTGS objectives were to increase domestic tourism revenue/volume, address seasonality, and enhance South Africans' travel culture. It proposed ways to meet these objectives like maintaining facilities, introducing new products, and marketing campaigns targeting different domestic market segments to encourage South Africans to travel for enrichment within their own country.

1. 2012 - 2020

2. Reasons for developing the
domestic tourism Growth Strategy
Most South Africans did not yet
have the opportunity or desire
to travel in their own country
Research done in 2011
indicated the following reasons
for this:

3. Reasons why people do not travel
Limited income and therefore
cannot afford to travel
No reason to travel
Time constraints
Unemployment
Disliking travelling

4. There is a lack of travel culture
amongst South Africans,
especially amongst the
previously disadvantages
communities, as a result of
limited awareness of tourism

5. Reasons for developing the
domestic tourism Growth Strategy
In certain areas in South Africa
there is limited development of
tourism products
Domestic tourism is also not
contributing to the GDP at a
desired level

6. Objectives of the DTSG 2012 -2020
This vision is described in
the document as follows:
“Growing domestic
tourism for a sustainable
tourism economy”

7. The DTGS 2012-2020 has four
strategic objectives:
To increase domestic
tourism
revenue/income
To increase domestic
tourism volume

8. To improve measures and efforts
aimed at addressing seasonality
and equitable/fair geographic
spread
To enhance the level of the culture
of travel and tourism amongst
South Africans

10. Ways to meet objectives
Maintain and make optimal use of
current tourism facilities
Introduce new tourism products
where there is potential
Encourage pre- and post tours for
people attending key business
events in other parts of the
country

12. Ways to meet objectives cont.
Engage with sports associations to
introduce and promote pre-and-
post event tours
Increase the culture for travel and
tourism purposes
Improve performance of Tourist
Information Centers

14. Ways to meet objectives cont.
 Introduce a Domestic Travel Card
similar to SANPark’s Wild Card for
domestic tourists to obtain discounted
packages
 Enhance the level of domestic tourism
marketing by setting up provincial
marketing offices in other provinces to
create inter-provincial travel

15. Ways to meet objectives cont.
Develop affordable, safe and
convenient access and modes of
transport to tourism destinations
Recognise the role of travel
agents, banks, websites, mobile
phones, etc. in marketing

16. The five domestic market segments

17. The five domestic market segments

18. The five domestic market segments

19. The five domestic market segments

20. The five domestic market segments

21. The Domestic Tourism Marketing
Campaign
 A new domestic tourism marketing
campaign was launched by SA Tourism
(SAT) on 2 May 2012 by the then
Minister of Tourism Marthinus van
Schalkwyk

22. The slogan of the new
campaign is:
‘Whatever you are looking
for, it’s right here in South
Africa’

24. The Sho’t Left Campaign
 The Sho’t Left was one of South
Africa’s successful marketing
campaigns to motivate the number of
young South Africans to travel

25. The Domestic Tourism Marketing
Campaign
The new Domestic marketing
campaign broadens its scope
beyond the youth, and will
encourage all South Africans to
travel and enjoy the benefits and
experiences of our own world
class destinations

26.  It aims to create the desire for
travel among groups who did
not grow up in a holidaying
culture.
It will target the 5 domestic
markets segments as
described above

27. The key message of the new
domestic tourism campaign is to:
 travel and spend leisure time with
family and friends
enjoy the benefits and
experiences of our own world
class destinations

28. Reasons to Travel
 For South Africans who said they have no
reason to travel, the following reason will be
given:
 being a tourist in South Africa is:
 enriching
 exciting
 stimulating
 gives you time to reconnect with family and
friends
 it is an emotional benefit and an
investment in you

30. Acknowledgement
This presentation was
created by
by E. Ferreira and P. Vosloo