2. Aims & Objectives
• To learn:
– The importance of a Domestic Tourism Growth Strategy
(DTGS) for South Africa
– The four strategic objectives of the DTGS
– The activities and actions needed to meet the strategic
objectives
– The slogan of the domestic marketing campaign
– What is meant by “Domestic tourism market segmentation”
– The reasons for segmenting domestic tourists
– The five domestic market segments
3. The Domestic Tourism Growth
Strategy (DTGS) 2012-2020
• Why must a country have a DTGS?
– The DTGS specifically focuses on growing domestic
tourism
– It is a plan for how South African Tourism (SAT),
the National Department of Tourism (NDT) and
the 9 provincial tourism authorities can
collectively grow the domestic tourism market
– Such a plan usually spans a specific period of time,
for example 2012-2020
4. The problem statement
• Most people have not had the opportunity to travel in their own country
for a variety of reasons:
– They might not be able to afford to travel
– They might have no reason to take a trip
– They may not have the time to travel
– They may have no income (unemployed)
– Or they may even dislike travelling
• Another problem could be the lack of a culture of travelling among South
Africans, especially among previously disadvantaged communities – due
to limited marketing and information provision
• Limited product development and diversification may also add to the
problem
• Domestic tourists are also more aware of the geographic spread of
tourism and tend to travel within their province (intra-provincial travel)
• Domestic tourism also tends to be seasonal (following patterns of school
holidays)
5. Vision
• Sets out aims & objectives for 2020
• Most important goal = to increase domestic tourism’s
contribution as a percentage of the overall tourism
contribution to the GDP from 54.8% in 2009 to 60% by
2020
• The main objectives are:
– To increase domestic tourism expenditure
– To increase domestic volume
– To decrease seasonality and increase the geographical
spread of domestic tourism
– Enhance the level of the culture of travelling among South
Africans
6. Strategy
• The Strategy is underpinned by the following
values:
– Responsible tourism
– Respect for culture and heritage
– Service excellence
– Sector transformation
– Transparency
– Integrity
7. The four strategic objectives of the
DTGS
1. Increase domestic tourism expenditure (revenue)
• Need to encourage domestic tourists to spend more money
by motivating tourists to:
– Take more trips
– Stay at their destination for a longer time, and
– Spend more on average during each trip
• Holiday tourists tend to spend more than VFR tourists
• VFR tourists usually spend their money differently than
international tourists
• Domestic tourists spend on transport, food and
accommodation and “social” activities. Wildlife, culture
and natural attractions are only 2% or less of what
domestic tourists do.
8. The four strategic objectives of the
DTGS continued...
2. Focus on increasing the number of holiday travellers, adult travellers and the
total amount of trips that domestic tourists take
• In SA most domestic tourists still travel for VFR
• To motivate more people to travel, the industry needs to do the following:
– Raise awareness through tourism advertising campaigns and
create a holiday travel culture among South Africans
– Distribute information through different media, such as radio,
TV, social media and print media to create a desire to travel
– Change people’s interest in travel into action and getting them to
actually plan and book a trip
– Change non-holiday travellers to holiday travellers
– Encourage repeat visits and make use of re-selling, cross-selling
or up-selling
– Promote short breaks as well as extended vacations
9. The four strategic objectives of the
DTGS continued...
3. Enhance efforts to combat seasonality and improve the geographic
spread of domestic tourism
• Seasonality
– Domestic travel takes place more often during school holidays (in season)
– Need to encourage year round travel and more trips outside school holidays
– Encourage different types of travel at different times of the year (festivals,
events, lower rates, etc)
• Geographic Spread
– Spread the benefits of tourism more evenly across the country
– Motivate tourists to visit different destinations in a variety of provinces (move
away from just intra-provincial travel)
– KwaZulu Natal, Eastern and Western Cape dominate domestic tourism
10. The four strategic objectives of the
DTGS continued...
4. Enhance the level of the culture of tourism/travel
among South Africans
• There are many people who do not see any reason to
travel
• The DTGS aims to find ways to motivate these
people to start travelling
11. The activities and actions to meet
these objectives
Objective 1. Increase domestic
tourism expenditure
(revenue)
2. Increase
domestic tourism
volume
3. Enhance efforts
to combat
seasonality and
improve the
geographic
spread of
domestic tourism
4. Enhance the
level of the
culture of
tourism/travel
among South
Africans
Focus Area • Innovation of operations,
attractions and offerings
• Maximise the use of
existing and introduce new
products
• Increase business travel
volume
• Entrenching a culture of
travel
• Differentiated
packaging of
affordable tourism
products
• Review and enhance
conversion
mechanisms
• Maximise use (all
year round) of
existing tourism
assets/facilities
• Differentiated
marketing
• Develop and
implement tourism
awareness
education
programme/campaig
ns
• Enhance training of
tourism product
owners, employees
and neighbouring
communities
12. Increase domestic tourism
expenditure
• Innovation of operations, attractions and offerings – conduct
research on the needs of domestic tourists and audit existing tourism
products and services + ensure sufficient infrastructure through
investment
• Maximising the use of existing and introducing new products – how
existing products can better target domestic tourists through
promotion an collaboration between stakeholders (eg. Museums,
government departments, sports associations, etc)
• Increase business travel volumes – National Convention Bureau, key
national business events & pre- and post-tour business tourism
programme
• Establish a culture of travel – encouraging concessions and incentives,
market discounted rates, incentive programmes for special interest
groups , improve tourist information centres, create more awareness
through innovative media
13. Increase domestic tourism volume
• Differentiated packaging for affordable
tourism products – research into appropriate
pricing, introducing a domestic travel card
(incentive to use discounted packages)
• Review and improve conversion mechanisms
– requires investigation on the most
appropriate mechanisms to implement
improvements
14. Enhance efforts to combat seasonality and improve
the geographic spread of domestic tourism
• Maximise all year round use of existing
tourism assets and facilities – audit to be
done of all existing government owned
resorts, parks and nature reserves + creating
special activities in less visited areas
(interlinked cross provincial packaging)
• Differentiated marketing – set up provincial
marketing offices in other provinces (inter-
provincial partnerships and cross-selling)
15. Culture of tourism
• Develop and implement tourism awareness and education
programmes – increase understanding of tourism and create
an appreciation for tourism and it’s value through:
– A National Tourism Awareness Campaign
– Promoting and supporting inter-provincial school based
sporting trips
– “Back to our roots” campaign
– Strategy to professionalize tour guiding
– Voluntourism linked to CSR
• Improve the training of tourism product owners,
employees and neighbouring communities – coordination
of training programmes between public and private sector
16. The slogan of domestic marketing
campaign
• Sho’t Left Campaign launched in 2007 – focus on
upcoming young adults was too narrow
• Vaya Mzanzi replaces Sho’t Left
• Slogan: “Whatever you are looking for, it’s right
here in South Africa”
• Encourages South Africans to enjoy what attracts
foreign interest right on their doorstep
• The campaign emphasises that being a tourist in
SA enriches, excites, stimulates, provides time to
reconnect with family and friends, and is
emotionally beneficial
17. The slogan of domestic marketing
campaign continued…
• 5 pillars that underpin the 2012-2020 campaign
to activate 5 new market segments:
– The brand marketing campaign by SAT and provinces
to inspire South Africans to travel
– The ultimate South African user-generated road map
to drive word of mouth
– Industry participation in the promotion of affordable,
exciting packages that will trigger travel
– Event promotion and packaging of sports, music,
lifestyle, and cultural events across the country
– Direct consumer involvement through attractions,
information provision and public relations
18. Domestic tourism market
segmentation
• What is meant by “Domestic tourism market
segmentation”?
– Grouping people together with similar
characteristics such as age, race, income, and
purpose of travel – these form different tourist
segments
19. Reasons for market segmentation
• Each segment provides opportunities for
growth
• It is important for SAT to understand these
segments so that each segment will help them
to provide relevant information, develop new
products that the segments can afford, and
use the best ways of communication in
helping to create a better culture of travel
20. Profiles of the five domestic tourism
markets
• Spontaneous budget explorers
– 18-24 years old
– Middle to high income persons from all races and family
situations
– Disposable income of +/- R5 000 per month
– Stay +/- 5-4 nights and take around 3 trips a year
– Average spend per trip = R1 252
– Travel do discover new people, places and adventures +
to get away from monotony of daily life, add to life
experiences and create fond memories
– Mostly prefer a weekend holiday filled with activities as
opposed to a quiet weekend getaway
– Want to have fun in different surroundings
21. Profiles of the five domestic tourism
markets continued…
• New horizon families
– 35 years and older
– Mostly middle income black, coloured and Indian
families
– Disposable income of +/- R5 000-R10 000
– Most are married and have children
– Stay 5 nights, take 3 trips a year
– Average spend per trip = R1 100
– Travel is a way to educate their children and to broaden
their perspectives. Also see travel as an opportunity to
spend time with family and as a reward for hard work
– Many feel that special offers on hotels and flights will
make them travel more
22. Profiles of the five domestic tourism
markets continued…
• High-life enthusiasts
– 25-45 years old
– Mainly high income black, coloured and Indian single
people, most of them without children
– Disposable income = +/- R10 000 or more per month
– Stay on average 4.5 nights, take 3 trips a year
– Average spend per trip = R1 200
– Travel is a way to boost their social status and
experience the finer things in life in different settings
– Prefer weekend holidays filled with activities
– Domestic travel is the quickest and easiest way to enjoy
such experiences
23. Profiles of the five domestic tourism
markets continued…
• Seasoned leisure seekers
– 25-45 years old
– Mainly middle and high income white people without
children
– Disposable income = +/- R5 000 or more per month
– Stay on average more than 7 nights, take around 4 trips per
year
– Average spend per trip = R2 000
– Travel is a way of life and a necessity
– Grown up going on regular holidays and knows the value of
travel
– Tend to travel to escape, relax and spend quality time with
friends and family
24. Profiles of the five domestic tourism
markets continued…
• Well-to-Do Mzanzi families
– 25-45 years old
– Mainly high income black, coloureds and Indians with
dependent children
– Disposable income = +/- R10 000 or more per month
– Stay on average just less than 6 nights, take around 3
trips per year
– Spend on average per trip: +/- R1 700
– Travel is all about escaping the city and being able to
spend time with family and friends in a different location
– Want to expose children to alternative ways of life and
cultures
– Also attracted to special offers on flights and hotels
