Tourism Marketing South Africa
8 October 2012
Ms Mmatšatši Ramawela
Johannesburg
Table of Contents
About TBCSA
Purpose
Vision
Mission
TBCSA Projects
What is TOMSA?
TOMSA & SA Tourism
TOMSA Benefits
About TBCSA
About TBCSA
TBCSA is the umbrella body for organised
business in the South African Travel and
Tourism industry.
Mandate is to represent organised business and
be a key conduit to the public sector
Formed in 1996 to establish a unified platform
for the private sector to engage with the public
sector and other stakeholders to develop and
grow the industry
About TBCSA continue
Managed by a Board with seats for all key
tourism associations and individual businesses
Over the years, TBCSA has played a pivotal role
in tackling macro-economic issues faced by the
Sector, which include:
–
–
–
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Transformation in Tourism
Tourism Marketing
Skills Development and
Quality Assurance
Purpose
To serve our members for the purpose of
building the pride, economy and identity of
our desti(nation), now and for the future
Vision
To be … the trusted, respected and informed
VOICE of organised travel and tourism
business in South Africa
Mission
By… engaging and influencing industry
stakeholders and Government on behalf of
organised tourism business
Key TBCSA projects
Important projects that the TBCSA is involved in include the:
The TBCSA FNB Tourism Business Index, which aims to
mainstream travel and tourism within the South African
economy
The annual hosting of the Hotel Investment Conference
Africa (HICA) which aims to profile Africa as a viable
investment destination for travel and tourism
South African Travel and Tourism Industry Conference
(SATTIC) – Unifying the voice of the sector
Tourism Marketing South Africa – TOMSA
Key TBCSA projects
What is TOMSA?
TOMSA is a private sector initiative set up to provide
additional funding for marketing of destination SA by
collecting the Tourism levy.
As the appointed marketing agency for the country,
South African Tourism makes use of these funds to
profile the country as a preferred tourist destination,
locally and internationally.
With additional funding from TOMSA, SA
Tourism’s marketing reach is expanding, thus
opening doors for your business to new markets
and increased arrivals.
Collection of the TOMSA levy is voluntary and
the amount paid do not constitute a tax to the
business as this is paid by the guest/visitor.
The TOMSA levy is currently 1% on each confirmed
booking and this is paid to the TBCSA on a monthly
basis. Audited financial results are available to TOMSA
levy collectors.
Currently the levy is only collected in the
Accommodation, Tour Operator and Car rental sectors.
This will be expanded to other sectors in the future.
Tourism levies is a reality around the world and the SA
Travel and Tourism Industry will have to accept that this
will become part of the Industry in a major way in future.
By supporting TOMSA NOW we have an opportunity to
implement a levy that is administered efficiently and the
way the levy is used will be Travel and Tourism specific
and effective.
TOMSA is proudly administered by the TBCSA as a
flagship project and the TOMSA Board represents some
of the most experienced leaders in the industry
Collections in brief
 Since its inception, TOMSA has grown from collecting R9.9
million in 1999 to collecting in excess of R97 million in 2010 –
980% growth.
 From 2003 TOMSA have paid more than R600 million to SAT.
 Total collections for 2011 – R96 183 million excl VAT vs. R 97 829
million in 2010
TOMSA BOARD
TOMSA & SA Tourism
 Relationship is managed through a Memorandum of
Understanding (MOU)
 The agreement says that SAT will apply 100% of all levies
towards Marketing and Promotions activities.
 Through TOMSA, levy collectors are able to provide input and
comment on the Business Plans of SAT.
 Quarterly meetings with the SA Tourism Board and Executives
i.e. the Board Chairman, CEO and Exco members
 Meetings attended by TBCSA Board Chairman, TOMSA
Chairman and CEO
 TOMSA levies are transferred to SA Tourism every quarter
TOMSA Benefits
• TOMSA levy collectors who are also graded receive
a 10% discount on Indaba exhibition rates (main
stand holders)
• 10% discount on Grading Council fees if you are a
levy collector in good standing and also graded.
TOMSA collectors who have not been graded since 1
October 2011 receive the following discounts
– Year 1 – 25% per centum
– Year 2 – 15% per centum
– Year 3 – 10% per centum
• 3% BEE score in terms of the Tourism Charter
TOMSA Benefits continue
• Provide input and receive feedback about the SA
Tourism Annual Performance Planning Process
• Receive preferential profiling to all graded collectors
in all accommodation listings on the SA Tourism
website
• SA Tourism will give preference to TOMSA Levy
collectors when selecting product owners to
participate in trade shows and services provided to
overseas visitors and SAT sponsored familiarization
trips.
TOMSA Benefits continue
• Provide assistance to TOMSA Levy collectors in
scheduling meetings with buyers and industry players
at trade shows including World Travel Market,
International Tourism Bourse, IMAX Corporation,
Meetings Africa and the Global meetings and Events
Exhibition.
• SAT will conduct workshops prior to exhibitions and
events to provide guidance and support to TOMSA
Levy collectors.
• SAT will give preference to TOMSA Levy collectors to
take part in Speed Marketing workshops
• SAT will make available their offices and
infrastructure abroad to TOMSA levy collectors when
conducting business abroad in these markets.
TOMSA – The future.....
Implement a targeted TOMSA Awareness Campaign
Piloting the Local Tourism Association - initiative
Develop more tangible benefits
Expand the levy to other sectors: e.g Travel Agents &
Business Tourism sectors
Support the Tourism Safety Initiative (tsi)
Appointment of a UK Project Consultant to investigate
ways to grow arrivals from the UK
Thank You!
RE A LEBOGA, DANKIE, SIYABONGA, ENKOSI