This document summarizes Dawn Robertson's presentation on responsible tourism in Gauteng townships. It identifies barriers to developing sustainable tourism products like authenticity and understanding consumer behavior. It promotes developing experiences in neighborhoods like Maboneng, Fordsburg, and Soweto that showcase local culture. A toolkit is provided to craft engaging experiences emphasizing uniqueness. Interventions are outlined to improve supply through enterprise training and digital marketing. Market access challenges are addressed through partnerships and show participation. The GeePee RT Challenge supports 10 businesses in applying responsible practices like waste management and emissions reductions. Benefits include innovative experiences, new revenue, and attracting higher yield visitors.

1. 11th International Conference on
RESPONSIBLE TOURISM IN DESTINATIONS
14 | 15 April CTICC Cape Town
Marketing Sustainable
Tourism Products
Dawn Robertson
Gauteng Tourism Authority

2. Gauteng Township
Tourism Programme

3. Barriers Identified
• Authenticity & uniqueness of the experiences
• Lack of understanding of the nature of the industry
Constrained access to markets
• Limited understanding of consumer behavior
• Constant struggle between market viability and authentic
representation of culture
• Poor relationships between visitors and local communities
• Targeting international visitors and neglecting domestic and
regional markets
• Not understanding sustainability as a USP
• Not seeing sustainability as a part of quality

4. 4
What is the hot new
emerging location?
Neighborhoods

5. Visitors are looking and
longing for local
experiences that they
can’t get at home.

6. 6
Maboneng
Promote the local experience

7. 7
Fordsburg
by emphasising the uniqueness
of neighbourhoods

8. 8
SOWETO
Show visitors how to “live like a local”

9. Create compelling reasons why
visitors should visit these
neighborhoods to drive the
consumption of the experiences
9

10. Gauteng Experience Toolkit
• What makes this neighborhood or product special?
• What responsible tourism initiatives can be implemented?
• What memories do you want the visitor to leave with?
• What visitor interest are aligned with neighborhood experience?
• Who needs to collaborate to craft engaging visitor experiences?
• What experiences already exist that can be packaged?
• How can the experiences be personalised?
• What is unique, authentic local treasure can be celebrated,
showcased or engaged in?
• When the visitor leaves – what do you want them to be talking
about?
• What pictures do you want posted on FB – TripAdvisor?

12. Products of Origin

13. Other Supply Side Interventions
• Enterprise development
• Learning networks
• Storytelling training to bring experiences to life
• Digital marketing & social media training &
support
• #trendingtownships
Responsible tourism practices are
embedded in all aspects of experience and
product development

14. Market Access
• Lack Marketing expertise
• Lack of knowledge about distribution channels
• Poor targeting, market segmentation and
positioning
• Low consumer product knowledge
• Consumer risk perception
• Sustainability issues still not high on supplier
criteria
Key to sustainable tourism development

15. Market Access Interventions
• Building the necessary online resources within
the DMO portal as well as individual
neighbourhood cluster online presence
• Mentorship programme
• Partnerships and JMA’s with intermediaries
• Partnership with SATSA
• Media Partnerships
• GeePee Life Magazine
• Trade and Consumer show participation
15

16. GeePee RT Challenge

17. 10 tourism businesses in Gauteng are
on a journey to apply responsible
business practices
New behaviors and technologies
supporting responsible tourism are
being introduced
They are helped to develop a
sustainability plan and trained to
implement the changes needed.
At all stages the results of changes
made are being measured

18. Khok’moya Guest House
Accommodation
11 rooms
Staff
5 staff members
THREE-STAR GUEST HOUSE IN
GERMISTON

19. • Organic waste composted
• Waste that can be directed for re-use
by other parties has been identified
• Waste that may require special
disposal methods has been
identified
• Ways in which food waste can be
reduced have been identified
• Use of the harmful substances
limited
• Trips in the vehicle are planned so
that 'empty legs' are limited
• Geysers switched off during day
• Energy efficient lightbulbs
• Appliances with eco-cycles
• Laundry air dried
WASTE
MANAGEMENT
GREENHOUSE GAS
EMISSIONS
MANAGEMENT
Khok’moya Guest
House
WHAT ARE THEY DOING?

20. We are hoping that by
introducing the right actions and
technologies owners will begin
to realise that there is value in
responsible tourism and begin to
do more to ensure that there
businesses operate sustainably
and thrive

21. Benefits of these Interventions
• This responsible tourism & experiential value proposition can be
developed in almost any community
• Provides an opportunity to be innovative, creative and truly
responsive to the reason why visitors travel.
• It’s a response to both domestic and international demand that
generates new revenue streams
• Lower cost investment as it does not involve huge capital
infrastructure upgrades or changes
• An opportunity to introduce value-based pricing and attract
higher yield visitors
• It creates advocates for the businesses with visitors that rave
online or through word of mouth about their experience
• Products become “stronger together” in working with community
partners and other businesses to create more holistic experiences
21

22. ilovegauteng
THANK YOU
@livelifelocal
livinglifelocal
Dawn Robertson
Chief Experience Officer
Gauteng Tourism