South African Tourism
Domestic Tourism
Presentation to the Portfolio Committee on Tourism
11 September 2015
Purpose
The purpose of the presentation is to update the Portfolio Committee on:
•
The Domestic Tourism Marketing Strategy.
•
The implementation of the R100 million ring-fenced funding.
Slide no. 2
© South African Tourism 2015
Outline
•
Recap on the Portfolio Committee’s request on key issues to be addressed
•
Identified Gaps and Key Interventions
•
Introduction

Domestic tourism key challenges

Barriers to domestic tourism

Core domestic tourism problems

5 year performance overview
Domestic Tourism Key Issues
•

Links to NTSS

Approach to additional funding

Target segments
Budget
•
•
Marketing Strategies per Strategic Objective and Implementation plan
•
Unpacking Sho’t Left
Slide no. 3
© South African Tourism 2015
Recap on the Portfolio Committee’s request on key issues to be addressed
Slide no. 4
Key issues to be addressed
•
Strategies to inculcate a culture of travel amongst South Africans.
•
Strategies to achieve geographic spread.
•
Strategies to target the Black Middle Class.
•
Partnerships with organisations/stakeholders.
•
Unpacking “Nothing’s More Fun Than A Sho’t Left”.
•
Implementation of the R100 million ring-fenced funding.
Slide no. 5
© South African Tourism 2015
Identified Gaps and Proposed Interventions
Slide no.6
Identified gaps and proposed interventions
Identified Gaps
•
•
•
•
Integrated Domestic Growth Strategy is under review – NDT led process.
Expand the definition of a domestic tourist in a South African context.
Broaden our data collection parameters and extend our insights on segments.
Impact on the implementation plan for 2016/17 onwards and based on learnings on
2015/16.
Proposed Interventions
•
•
SA Tourism will convene a Domestic Tourism Think Tank to agree on the innovative
ways to grow domestic tourism (input to the growth strategy).
Participation of the advisory group include the Department of Tourism, Ministry, SA
Tourism, Industry through TBCSA and key Provincial and City Tourism Agencies.
Slide no. 7
© South African Tourism 2015
Outline
•
Introduction

Domestic Tourism Key Challenges

Barriers to Domestic Tourism

Core Domestic Tourism Problems

5 year Performance Overview
Slide no. 8
© South African Tourism 2015
Domestic Tourism Key Challenges
Developing the economic, socio-political case for Domestic Tourism resulting in building
a culture of travel among all South Africans, encouraging more frequent travel, over a
broad geographic spread throughout all seasons.
Slide no. 9
© South African Tourism 2015
SA Tourism Domestic Marketing Mandate
The mandate
of SA Tourism
is . . .
. . . through
six key
objectives . . .
. . . by acting
in a focused
way to . . .
Slide no. 10
Slide No. 10
Sustainable GDP
growth
Sustainable job
creation
Redistribution and
transformation
Increase in tourist
volume
Increase in tourist
spend
Increase length of
stay
Improve geographic
spread
Improve seasonality
patterns
Promote
transformation
Understand the
domestic market
through insights and
analytics
Facilitate the removal
of barriers
Facilitating
partnerships with key
stakeholders,
provinces and cities
Educate, influence and
partner with trade
Entrench a culture of
travel
Encourage travel to
address seasonality
and geographic spread
 South African Tourism 2013
Barriers to Domestic Travel
•
Low disposable income.
•
The perception that travel is not affordable.
•
•
A lack of a culture of travel due, in part, to not understanding the value and benefits
of travel.
The general belief in the trade, provinces and cities that international tourism is
more important than domestic tourism.
Slide no. 11
© South African Tourism 2015
Core Domestic Tourism Problems
As per our Domestic Survey, these are the Top 5 Reasons cited for not taking a domestic trip over the
last 3 years;
•
Economic constraints remain the biggest barrier to domestic travel. This can be translated into the
lack of affordability, but it can also be seen as the lack of value a travel experience can create.
•
Approximately, 48% of the adult population cannot afford to travel and they are unemployed/ have
no income.
50%
2012
2013
41%
2014
38%
40%
35%
30%
21%
20% 20%
20%
16% 17%
19%
17%
11%
10%
10%
7%
9%
9%
0%
Cannot afford travel No reason to take a trip
Time constraints
Unemployed / no income
Dislike travelling
© South African Tourism 2015
Slide no. 12
Affordability
Culture
Purpose of Travel Trends
•
•
Visiting Friends and Relatives (VFR) remains the major reason for domestic trips and
the number of domestic trips increased in 2014 compared to 2013.
The number of holiday and business trips taken in 2014 decreased compared to 2013
and were even lower than 2012 levels.
30
2012
20
18,4
2013
20,7
17,9
2014
10
2,9
3,1
2,8
1,7
2,0
1,6
2,0
1,9
0
VFR
Slide no. 14
Holiday
Business
Religious
2,2
0,1
0,1
0,2
Medical
© South African Tourism 2015
Outline
•
Domestic Tourism Marketing Strategy
Slide no. 15

Links to NTSS

Approach to Additional Funding

Target Segments
© South African Tourism 2015
Links to National Tourism Sector Strategy (NTSS)
NTSS aims to, amongst others, contribute to the job creation objectives that have been set out by the
President, the tourism’s sector contribution being 225 000 jobs by the year 2020.
Our role is to…
•
To entrench a tourism culture among all South Africans.
•
To increase the number of domestic travellers.
•
Grow the number of domestic trips.
•
increasing the number of holiday trips.
•
To improve the domestic tourism revenue contribution.
•
To improve seasonality and geographic spread of tourism.
Slide no. 16
© South African Tourism 2015
High-Level Roadmaps for Reaching NTSS Targets
In addition to the activation strategy, it is important for all players in the tourism cluster to assist in creating the
right environment in which tourism can flourish...
Attractions
Domestic Travellers
Individuals, families, tour
groups, sports teams, study
groups, business people,
delegations, politicians, etc.
Holiday Resorts/
Beaches
Direct
Retail/ Markets/
Restaurants
Sports Events/
Public Events
Historical
Places
Business/
Congresses
Indirect
Construction
Transportation
(Airline/ Coaches
Ships, Railway)
Game Parks, Recreational
Facilities, Wildlife
Cultural Villages
Suppliers
F&B Services
Tour
Operators,
Agents/
Guides
Financial
Services,
Insurance
Hotels,
Guesthouses,
etc.
Car Hire,
Medical
Services
Economic Foundations
Tourism
Organisations
National Government
NDT, SAT
Communities
Soft Infrastructure
Hard Infrastructure
Provincial Governments
Cape Town
Durban
Universities, Training Institutes,
Schools, etc.
Roads
Police & Security
International Airports
Local Government
Sun City
Industry Associations
Telecommunications
Others
Banks & Financial
Utilities
Note: Cluster map has been created as is from the source
Source: The South African Tourism Cluster, The Cluster Consortium, 1999
November,
April
18, 20112011
17
Copyright © 2011 SA Tourism
Target Segments
•
The most attractive segments on which to focus activation efforts were identified
based on our ability
•

to create awareness (culture of travel)

ultimately grow the market (conversion)

comparing those scores against our ability to win in the market.
SA Tourism used action segmentation methodology, where out of the South African
population of over 50 million was filtered by income of more than R3 000 per month –
which constitutes only 8.2 million adults.
Slide no. 18
© South African Tourism 2015
Identifying the Most Attractive Segments for Activation
Integrated Prioritisation
Once all three dimensions are viewed in composite, nine segments emerge as viable choices. Five segments
were then chosen based on additional strategic input...
LowIncome
Singles
and
Couples
Low
Income
Families
Black
Single
Parent
Families
Low
Income
Black
Families
Up and
Coming
Black
Singles
New
Horizon
Families
High-Life
Enthusiasts
Business
Travellers
Well-to-Do
Mzansi
Families
Spontaneous
Budget
Explorers
Seasoned
Leisure
Seekers
Est.
Holiday
Families
Older
Middle
Income
Whites
Older High
Income
Size of
Segment
318,840
579,691
1,218,055
394,130
870,873
1,302,274
108,894
137,609
286,005
293,884
566,634
917,461
306,525
820,528
% of
Segment
already
Travelling
36%
34%
37%
37%
47%
43%
48%
54%
54%
37%
44%
45%
36%
49%
R2,079
R2,094
R2,042
R3,574
R4,146
R3,597
R3,859
R17,819
R5,333
R3,793
R8,173
R4,140
R2,526
R11,402
Older
Middle
Income
Whites
Older High
Income
Culture
Growth
Ability to
Win
Average
Spend for
all trips
taken in a
year
LowIncome
Singles and
Couples
Low
Income
Families
Black
Single
Parent
Families
Low
Income
Black
Families
Up and
Coming
Black
Singles
New
Horizon
Families
High-Life
Enthusiasts
Business
Travellers
Well-to-Do
Mzansi
Families
Spontaneous
Budget
Explorers
Seasoned
Leisure
Seekers
Established
Holiday
Families
Source: Monitor/ Grail Analysis; National Tourism Sector Strategy, February 2011, Department of Tourism, Republic of South Africa
November,
April
18, 20112011
19
Copyright © 2011 SA Tourism
Understanding More about the Most Attractive Segments
Overview of Prioritised Segments
Spontaneous
Budget Explorers
New Horizon
Families
High-Life
Enthusiasts
Seasoned Leisure
Seekers
Well-to-Do Mzansi
Families

18-24

35+

25-45

25-45

18-45

All races

Black, Coloured
and Indian

Black, Coloured
and Indian

White

Black, Coloured
and Indian
Travel is a way to
discover new
people, places and
adventures.
Consumers in this
segment travel to get
away from the
monotony of daily
life; to add to their
life experiences and
fond memories
Travel is a way to
educate their
children, and to
provide them with the
opportunity to
broaden their
perspectives. It is
also seen as quality
time for the family to
spend together, and
a reward for hard
work
Travel is a way to
boost one’s social
status, and to
experience the finer
things in life in new
and different settings
Travel is a way of
life and something
of a necessity.
Having grown up
going on regular
holidays, this group
of consumers
understands the
value of travel
experiences and
memories over
commodities
Travel is all about
escaping the city,
and being able to
spend time with
friends and family
in new and different
locations. To a
certain extent, travel
is also about
exposing the children
to alternative ways of
life and activities
Source: Monitor/ Grail Analysis; Domestic Segmentation Quantitative Survey 2011
November,
April
18, 20112011
20
Copyright © 2011 SA Tourism
Budget
21
MTEF budget allocation
MTEF ring-fenced
Allocation
Domestic Budget
(current allocation)
TOTAL
Slide no. 22
2015/16
2016/17
2017/18
R100 000 000
R105 000 000
R110 250 000
R 36,576,000
R 41,200,000
R 48,656,000
R136,576,000
R141,200,000
R148,656,000
© South African Tourism 2015
Approach to the additional funding
Ensure that the additional funding will be expended to support the two categories:
•
Marketing activities aimed at Creating Awareness and Culture of travel.
•
Marketing activities that will Drive Conversion in the short term.
Slide no. 23

2015/16 – 70%:30%

2016/17 – 60%:40%

2017/18 – 50%:50%
© South African Tourism 2015
Marketing Strategies per Strategic Objective and Implementation plan
24
Strategic Objective 1: Grow the number of domestic travelers
•
SA Tourism targets 4 of the 5 prioritised segments with one additional middle income
segment - to help grow the number of travelers and increase frequency.
•
Engage in activities which will drive demand by changing consumer segments attitude
towards desirability and value of domestic travel, through communication that appeals
to each segment, using relevant media.
•
The selected use of media channels will include travel product placement in local TV
soapies, reality and breakfast shows.
Slide no. 25
© South African Tourism 2015
Implementation Plan 2015/16
KEY PERFORMANCE INDICATOR
BUDGET ALLOCATED
MEASUREMENT TARGET: 2015/16
Grow the number of
Achieve 13.8m; additional domestic
travelers - increase
travellers; which is a 7% growth over
frequency
2014/15
R32 million
Initiative
Ultimate Braai Master
This is reality television show about cooking and
travelling targeted at South Africans who enjoy
travelling their own country in less visited provinces.
SA Tourism has partnered with Cooked in Africa to
showcase less visited provinces and hidden gems.
The aim to inspire travellers to take more frequent
holiday trips.
Impact
Total Reach over R2, 5million (incl TV,
print & online).
Getaway Travel Show
This is a partnership with Thompsons Tours to
promote domestic travel deals and packages driving
frequency and grow domestic travellers to address
seasonality. This is one of the biggest consumer
shows in South Africa.
Estimated Reach 15 717.
Quarter 1@: Negotiate contract.
Quarter 3: Show in December 2015.
Mango In-Flight Activations
This is a partnership with low cost airline Mango, to
have on-board branding the aircraft encourage
travellers to take more frequent holiday breaks.
Total Passengers reached 950 000.
Quarter 1: In-flight Activations.
Quarter 2-4: On board branding
planned for end September 2015 to 31
March 2016.
26
Update/Target
Quarter 1: Produced 13 episodes +
provide schools prizes in each
provinces.
R100 million globally - Travel Channel. Quarter 2: Flighting on 20th
September ’15.
No of people directly mobilised – 300. Quarter 4: Repeated on Travel
Channel in March 2016.
Implementation Plan 2015/16 …continued
Initiative
Impact
Update/Target
Trade Deals Dashboard
Over 145,000 unique visitors.
This is a SA Tourism platform in partnership with Website Page views 876,520 .
numerous product owners and trade, that
Top Page viewed: Deals 181,000.
provides an opportunity for the them to promote
and market their deals on the dashboard.
Collaborate with Grading Council to ensure
products are graded. This affords the travellers a
variety of affordable and accessible deals and
packages to choose from to book a holiday trip.
This is a service SA Tourism provides to the
industry.
Quarter 1-2: An average of 5000.
In quarter 3 and 4, we plan to further
lobby product to register and load new
special deals addressing affordability,
using existing trade platforms like
SATSA workshops etc.
Tertiary Activations
This is a partnership with Student Travel
Association (STA) Travel aimed at implementing
student activations at campuses encouraging
them to take more frequent holiday trips. This
operator is the biggest student association in the
country.
Quarter 3: Activations planned at Wits
and University of Cape Town.
27
Reached a total of 60 000
(Activities include exposure to Digital,
social media, in-store collateral, social
influencers, Online competitions, staff
conferences & PR).
Implementation Plan 2015/16 … continued
Initiative
Impact
Muvhango Content Integration
Viewership = 4,839,000.
Partnership with SABC 2 with Muvhango as
it’s the number one soapie in South Africa
currently.
Update/Target
Quarter 1&2: Negotiate with SABC
Quarter 4: This will be implemented in the
last quarter.
Television Partnerships
Partnered with Expresso Breakfast
Television show as they are currently the
second most watched breakfast show on
television.
Viewership 1,400,000 with a growing Black Quarter1: Negotiate partnership.
audience of 46%.
Quarter 2: Rolling out for Tourism Month.
Digital Platforms
We use Facebook, Twitter & Instagram to
leverage events, promote deals and
partnerships.
Reach 232,804 on Facebook.
Reach 9424 on Twitter.
28
Quarter 1-4: Ongoing.
Strategic Objective 2: Entrench a tourism culture among South Africans
•
•
•
•
•
•
Create a provincial partnership plan that details regional media buys enhancing
national domestic tourism campaign to lobby alignment and support
Amplifying the existing recent provincial content to profile the provinces and
highlight their hidden gems on various media platforms.
Partnering with the various community platforms and jointly reach all ordinary South
Africans through affiliated stokvel groups across all provinces including rural
townships.
We want to roll out a road trip targeting first time travellers who have never travelled
before, to less visited provinces, using national regional and community radio stations
as well as influencers like a radio DJ.
Enhance The Sho’t Left product offer will continue to support affordable trade offers.
We want to highlight the provincial hidden gems and jointly promote the World
Heritage Sites and other iconic heritage and cultural attractions nationally, by
collaborating with provinces.
Slide no. 29
© South African Tourism 2015
Implementation Plan 2015/16
KEY PERFORMANCE INDICATOR
BUDGET ALLOCATED
MEASUREMENT TARGET: 2015/16
Entrench a Tourism
Achieve annual target of 3.1 m holiday trips
Culture among South
(2014/15)
R46 million
Africans
Initiative
Impact
Gogo’s on Tour
Reach 1500 Senior Citizens
SA Tourism will mobilise 1500 South African senior citizens
through activations which will assist us entrench culture of travel.
Update/Target
Quarter 3: This will start in October
and end in quarter 4. October is
seniors month.
PUO Books
Non traditional partnership with an enterprise that educates and
targets children using a fun travel book to create a culture of
travel amongst kids.
Spelling Bee Competition
Partnership with Mzansi Spelling Bee about a spelling challenge
and literacy support program for children ages 9-14 yrs. This will
be hosted in Gauteng, North West, Free State, Western Cape and
Mpumalanga. Fist print will be 20 000 copies to be distributed in
participating schools, public library etc.
Reach 12 000 kids
Quarter 3: Planned for November
2015.
Reach 10 000 kids
Reach 100 Youth
volunteers
50 Coaches (unemployed
youth)
20 000 books
397 travel word list
Reached 1,754,000 Adult
18+ Income R3000+
Quarter 1”Negotiated partnership.
Quarter 2: Provided travel word list
Quarter 3 & 4: Implement
Radio Partnerships
Partnered with 3 Limpopo based radio stations Thobela FM,
Munghana Lonene FM & Phalaphala FM for Tourism Media
Launch creating tourism awareness and promoting September as
Tourism Month
Quarter 2: Executed in this quarter.
30
Implementation Plan 2015/16 … continued
Initiative
Impact
Update/Target
Experiential Travel Play
This is an inspirational theoretical play incorporating
song, dance and poetry to inspire South Africans to
change their culture of travel from VFR to leisure.
Reach 2000 learners and adults. Quarter 1: Negotiated and secured
partnership.
Quarter 2: Produce script
SA Stories
Reach a total of 14,104,980
This is 60 second television commercials highlighting Adults 18+ with income R3000+
real South African stories of various backgrounds who including Black Middle Class
have never travelled fo4 holiday purposes.
Quarter1: Identified and selected 4 60 second
different stories to be produced.
Quarter 2: Filming and production of the
commercials.
Quarter 3: Flight the commercials on SABC 1,2
& 3, eTv and DStv.
Print Partnerships
Partnered with Independent Media through a series
of editorials, strip adverts and opinion pieces to
promote Domestic Tourism.
Quarter 2: Printed in newspaper in
September
31
Reach 809,000
Implementation Plan 2015/16 … continued
Initiative
Impact
Update/Target
Womans Day Activation
We were given an opportunity to communicate
travel messages to the influential women in the
North West. Promoted destination AV at the event
and activated Mangwanani Spa treating the ladies.
Reached 1000 Women
Quarter 2: August for Womens
Month
School Kids Initiative
Collaborated with NDT to galvanise 2000 school
children nationally to visit SANParks, SANBI and
selected World Heritage sites and icons.
Reach 2000 kids
Quarter 1 7 2: Negotiate and
plan initiatives
Quarter 3 & 4
DJ Tours
Partnership with Micasa Music embarking on a
series of road trips within the 9 provinces
accompanied by #1st time travellers, Micasa, media
as well as influencers. Provincial dates start from 1516 October, 5-6 November, 19-20 November, 10-11
December, 4-5 February, 11-12 February, 18-19
February, 3-4 March, and10-11 March 2016.
Reach 45 first time travellers
Reach 7,000,000 viewers
Reach 2,000,000 social media followers
Listenership from various radio stations and
viewership from selected lifestyle TV shows,
i.e. Selimathunzi, The Real Goboza, VEntertainment, Live Amp and Club 808.
Followers from selected various influencers
from social media platforms.
Quarter 1& 2: Negotiate and
secure partnerships
Quarter 3 to 4:
Implementation roll out
32
Strategic Objective 3: Increase tourism revenue contribution to the
economy
Amount of revenue:
•
SA Tourism targets all 5 prioritised segments and will largely be driven by holiday
leisure travellers and an additional segment - Business Traveller - with the intention
of converting business travellers to leisure.
•
Drive conversion with all trade partners showing them the profitability of selling
domestic travel.
•
Contribute to increasing tourism revenue.
Slide no. 33
© South African Tourism 2015
Implementation Plan 2015/16
KEY PERFORMANCE INDICATOR MEASUREMENT TARGET: 2015/16
Grow the number of
Achieve annual spend target of R26.7b which is a
domestic travellers
6.9% growth on 2014/15 target (additional).
Initiative
Impact
Intercape Partnership
Reach a total 1,000,000
A non traditional partnership with the largest
inter city passenger transport service. The aim
is to distribute affordable product deals to
passengers visiting friends and relatives to
consider tourism leisure activities. Activities
also include promoting the audio visual on
board the bus screens and at Park Station.
Tollgate Activations
Reach 1,000,000
Partnership with Tollreach implementing
tollgate activations encouraging South
Africans to take day trips of leisure
experiences to the Provinces they are visiting
addressing VFR. Petrol Forecourts rolling out
in parallel with the tollgate activations.
34
BUDGET ALLOCATED
R12 million
Update
Quarter 1&2: Negotiate
Quarter 3: Roll out
planned for December
2015
Quarter 2: Negotiated
and secured contract
Quarter 3: Distribution
Implementation Plan 2015/16 … continued
Initiative
Impact
Stokvel Association Expo
Partnered with Thompsons Tours at the
Stokvelex Expo to exhibit and promote group
packages and special deals to stokvel
members.
Reached 5000 Stokvel members and executives
Quarter 2: Exhibited on
consisting of predominantly Black Middle Class members 22-23 August 2015 at
with disposable income.
Walter Sisulu Square in
Kliptown.
Joint Marketing Agreement with Thompsons Reach 865 000 on digital platforms
Tours
Reach 100 people through the Fun Bus
We partnered with a key tour operator to
Reach 15 000 through brochure distribution
promote Domestic Tourism by selling
affordable travel packages and deals relevant
to our segments. They are the biggest
operators selling domestic travel in South
Africa. Activities, print media on TNW, online
& outdoor media billboards & street poles, Fun
Bus Specials in support of the events, radio
promotions, press trips and SA Specialist
programs.
35
Update
Quarter 2:
Implementation started
in August 2015 until end
fiscal
Implementation Plan 2015/16 … continued
Initiative
Impact
Flightsite Joint Marketing Agreement
Reach 70 000 PnP Smarter Newsletter subscribers
Partnership with this operator to leverage on Reach 800000 social media followers
non traditional partnership with Pick n Pay
Reach 20 000 Flightsite members
Travel. Activities include online, web banners,
PnP Smart Newsletter, Social Media, print ads,
Holiday vouchers, in-store radio & PnP Money
Counter.
36
Update
Quarter 2: Negotiated
and secured signed
contract
Quarter 3:
Implementation of
planned activities until
31 March 2016
Strategic Objective 4: Enhance efforts aimed at addressing seasonality and
equitable geographical spread
Increase Geographic Spread (5 prioritised segments):
•
The plan is to engage in non-traditional partnerships using provincial events as a key
catalyst in the even distribution of tourism.
•
All joint marketing agreements will be secured to have a 360 approach focussing on
hidden gems in less visited provinces.
Address Seasonality (5 prioritised segments)
•
Roll-out deal driven tactical campaigns with trade partners that are specifically
designed to address the low season from May to September as well as using key events
such as Tourism Month campaign.
•
Use South Africa’s iconic heritage sites to incite free entry to attractions encouraging
day trips.
Slide no. 37
© South African Tourism 2015
Implementation Plan 2015/16
KEY PERFORMANCE INDICATOR MEASUREMENT TARGET: 2015/16
Grow the number of
Achieve 13.8m; additional domestic travellers;
domestic travellers
which is a 7% growth over 2014/15
BUDGET ALLOCATED
R10 million
Initiative
Impact
Joint Marketing Agreement (JMA’s) with
VUWA Safari & Tours. This is a partnership
with a SMME tour operator based in Limpopo
promoting this province as one of the less
visited provinces
Reached 150 Tourism Stakeholders & Media at Quarter2: Branded fleet promoting the
Tourism Month Media Launch.
campaign in Limpopo. Hosted 40 national and
regional media. Unique travel itineraries
PR Value – To be supplied tomorrow from ID
showcasing hidden gems in a less visited
province, Limpopo.
Training 120 community stakeholders in
Mopani District in Limpopo. mid September.
. Activities are community radio exposure,
media hosting, community tourism awareness
training, university & mall activations &
discounted deals
SMME Domestic Workshop
Partnership with TEP to educate SMME’s and
other product about the importance Domestic
Tourism and how to package for the market
demands.
Reach 300
38
Update/Target
Quarter 1: Implemented at Indaba 2015.
Unpacking Sho’t Left
•
•
•
•
•
Sho’t Left is SA Tourisms Domestic Marketing Campaign.
The campaign line has evolved from “Nothings More Fun Than a Sho’t Left” to “A Million
New Experiences Are a Sho’t Left Away” to embrace all South Africans.
This evolution was informed by our need to increase frequency of travel within the
priority segments and entrenching a culture of travel amongst South Africans.
“A Million New Experiences Are A Sho’t Left Away” was derived from digging deeper into
the consumer research, establishing the shared truth amongst all segments that, there is
always a first time to experience something new.
Insights revealed that no matter how much our segments do or do not travel, every
weekend provides a new opportunity to do something that they have never done before.
Slide no. 39
© South African Tourism 2015
THANK YOU
40