The South African Travel & Tourism Summit
Programme 2013
MONDAY 14 OCTOBER 2013
7:00 – 8:15
Registration and Refreshments
8:30
SUMMIT OVERVIEW AND HOUSE RULES
Acknowledging the significant contribution of Tourism to the South African economy, the
2013 South African Travel and Tourism Summit (THE SUMMIT) is intended to create the
definitive National Dialogue platform to facilitate conversations and agree outcomes
regarding issues of National importance and significance that are facing the sector and
harnessing opportunities that exist.
Although rooted in the agreed underlying strategic framework provided by the National and
Provincial Tourism Sector Strategies, THE SUMMIT is focused on identifying the need for
active interventions and agreeing on the action plans to achieve the objectives identified and
agreed by the delegates.
The inaugural 2013 SUMMIT is a collaboration between the Tourism Business Council of
South Africa, (who convened the SATTIC industry conference in 2012) and Gauteng
Tourism (who convened the Gauteng Tourism Summit in 2011). It is supported by SA
Tourism and endorsed by the National Department of Tourism.
Eleni Giokos: Summit Programme Director
ENCA
8:40
WELCOME FROM THE SUMMIT 2013 HOST
Khehla Mthembu
Group Executive Director – Tourvest
Chair – Gauteng Tourism Authority
Mavusa Msimang
Chair – Tourism Business Council South Africa
Facilitated by Eleni Giokos: Summit Programme Director
8:50
Opening Address
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THE V ALUE OF TR AVELL ER TO G AUTE NG
Albert Chanee
Head of Department Economic Development Gauteng
The value of the tourism industry to Gauteng highlighting Gauteng’s position as the gateway
to South Africa and the business tourism hub of South Africa and Southern Africa
9:05
Keynote Address
THE V ALUE OF THE TR AVELLER
The Right Honourable Ms.Tokozile Xasa
Deputy Minister of Tourism
The contribution of tourism to the South African economy must not be underestimated.
South Africa's mining industry employs thousands of people, but the booming tourism sector
sustains more jobs. It is also larger than many other important economic sectors, including
the automotive manufacturing industry. In 1994 the country received just over 3.4 million
international arrivals. In 2012 we had just over 13 million international arrivals, of which
some 9.2 million were international tourists. The scale of this performance can be
appreciated when compared with the average global industry growth of four percent for that
period - as reported by the UN's World Tourism Organisation.
Despite a tough international trading environment and intense competition, there are
enormous opportunities for South African tourism to grow even bigger. What will it take to
“unleash” South Africa’s Tourism Industry to realise its true potential?
9:30
In Conversation
BUILDING A WINNING TOURISM ECONOMY
Ms. Dawn Robertson: CEO Gauteng Tourism
Ms. Mmatšatši Ramawela: CEO Tourism Business Council of SA (TBCSA)
Facilitated by Eleni Giokos: Summit Programme Director
A conversation to establish the progress that has been made over months since the last
SATTEC Conference in 2012 and Gauteng Tourism Summit in 2011 and to examine the
objectives for the SUMMIT..
10:20 Refreshments
10:40
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Plenary Address:
KEY WORLDWIDE TRENDS IMP ACTING UPO N TO URISM
Mr Dion Chang: CEO, Fluxtrends
Respected South African global trend-spotter, Dion Chang, will share his perspective on the
major emerging global social and economic trends and will demonstrate how they impact on
tourism in terms of the nature, duration and purpose of travel, now and in the future.
11:10
Plenary Dialogue:
WH AT DO THESE TRENDS ME AN FOR SOUTH AFRIC A?
Building on the provocations and predictions of Dion Chang, the first Plenary Dialogue, will
interpret the implications of these trends for Gauteng and South Africa. The panel will be
challenged to consider the implications of these trends and conclude on the top 5 barriers to
optimising the trends and the 5 themes that should be pursued during THE SUMMIT.
Moderator:
David Frost: CEO – South African Tourism Services Association
Panellist:
 Ms. Kellie Monger : Chief Marketing Officer - Destination Melbourne
 Mr. Ross Kata : Chief Executive - Expedia SA
 Ms. Jan Hutton: Chief Marketing Officer - South African Tourism
 Mr. Brett St Clair: Head of New Products, Google SA
12:30 Lunch
13:45
Plenary Dialogue
UNDERSTANDING AND UNLOCKING AF RIC A’ S PO TENTI AL
Much has been spoken about the potential of Africa as the next economic frontier. In-bound
tourism figures would appear to substantiate this potential WITH Africa accounting for over
70% of international arrivals to South Africa and for 60% of total foreign direct spend. But
what are we doing to unlock this potential on a sustainable basis? Respected public speaker
and radio personality, Victor Kgomoeswana will drive his panel to identify: 4 barriers that are
holding us back; and 4 ideas that can be developed into action plans to unlock the potential
of Africa as a sustainable Tourism Target Market.
Facilitator & Scene Setter:
Mr Victor Kgomoeswana: Head of Business Development – PPC
Africa Business Specialist
Panellists:
 Mr. Monwabisi Kalawe ; CEO South African Airways
 Dr. Martyn Davies: CEO Frontier Advisory
 Ms. Nikki Forster: Director PWC
 Mr. Daniel Ngwepe: Head Government Relations, VISA AFRICA
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15:15
Refreshments
15:30
Plenary Address:
RE-INVENTING INDAB A
Indaba 2014 promises to be even more Pan-African. Find out how and why when South
African Tourism unpacks the importance of Africa's biggest trade show and why it is
imperative to keep globally relevant, regionally integrated and locally proud.
'Indaba Africa 2014, the only 360° travel trade show on the continent'
Jan Hutton
Chief Marketing Officer: South African Tourism
16:30
Plenary Dialogue
ALIGNING TR ANSPORT AN D TOURISM
Working on the premise that a World Class Tourism Infrastructure and special development
begins with transport and tourism policy and strategies being closely aligned, this panel will
set out the case for the convening of a high level Transport - Tourism Boardroom Session.
The panel will be challenged to develop the agenda for such a boardroom meeting which will
then be prioritised by the delegates.
Facilitator & Scene Setter:
Ms Shamilla Chettiar: Programme Manager Tourism Infrastructure - Gauteng Tourism
Panellists:
 Mr. Ismail Vadi: MEC Roads and Transport Gauteng
 Mr Phillip Taaibosch: General Secretary: SANTACO
 Mr Martin Lydall: COO Europcar
 Mr Jack van der Merwe: CEO of Gautrain Management Agency
 Mr Nico Bezuidenhout: CEO Mango
17:45
CLOSING REM ARKS & RE FLECTIO NS:
Eleni Giokos: Summit Programme Director
ENCA
18:00
Network Lounge
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Day 2: Tuesday 15 th October 2013
08:00
Tea / Coffee
08:30
INTRODUCTION: REC AP OF D AY 1:
Eleni Giokos: Summit Programme Director
ENCA
08:40
Plenary Address
A WI NNING TOURISM EC ONOMY STAR TS HERE
MEC Mxolisi Eric Xayiya:
Department of Economic Development – Gauteng
Gauteng is committed to creating the optimal enabling environment for the growth of tourism
to achieve the goals of the Gauteng Tourism Sector Strategy and in turn the National
Tourism Sector Strategy.
09:00
Plenary Address
MELBOURNE, A MODEL FOR SUCCESSFUL TO URISM CI TY REGIONS
Mr. Chris Buckingham: Director, Go To.
Melbourne is widely recognised as one of the world’s most liveable cities. The notion of
‘Visitability’ – the sum of the parts that make for an outstanding and memorable visitor
experience is central to the success of this city region. Chris Buckingham, former CEO of
Destination Melbourne will share key learnings from Melbourne as a potential role model for
growing our visitor-focussed tourism economy. Chris will conclude with what he believes are
some specific ideas that Johannesburg / Gauteng could implement to become globally
competitive.
09:40
Plenary Dialogue
WH AT’ S HOLDI NG US B ACK?
Building on the lessons from Melbourne and with specific reference to the World Economic
Forum’s Travel and Tourism Competitiveness Index, this plenary will explore the enabling
environment and analyse South Africa’s and Gauteng’s tourism competitiveness. The panel
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will try to identify 10 barriers that are holding us back in South Africa, and initiatives to help
overcome the top 5 barriers.
Facilitator and Scene Setter
Gillian Saunders: Principal and Head: Advisory Services at Grant Thornton South Africa.
Panellists
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Mr. Thulani Nzima: CEO SA Tourism
Mr. Chris Buckingham: Director, Go To
Mr Ismail Lagardien: Secretariat, National Planning Commission
Mr Mavuso Msimang : Chair TBCSA
10:55
INTRODUCI NG THE 4 TO URISM TR ACKS
Eleni Giokos: SUMMIT Programme Director
ENCA
Prior to THE SUMMIT, Gauteng Tourism undertook a series of Stakeholder Round Tables in
order to inform the development of the Agenda for THE SUMMIT. During the Round Tables
a number of themes kept recurring which it was felt would benefit from more in-depth
attention at THE SUMMIT. The Programme Director, Eleni Giokis, will introduce the four
Tourism Tracks, the facilitators and the process at which stage THE SUMMIT will break into
the Tourism Tracks. Over the ensuing 90 minutes the Tracks will be challenged to identify a
number of possible challenges and solutions and conclude on 4 specific actions to be
focussed upon. Whilst the delegates enjoy lunch and the post lunch speaker, the Track
facilitators and their panellists will each develop 4 ACTION PLANS which will be presented
to the Plenary Session in mid- afternoon.
11:05
11:20
Refreshments
TRACK SESSIONS COMMENCE
TR ACK A: DOMESTI C TOURI SM
How can we make domestic tourism take off on a sustainable basis?
Facilitator:

Roshene Singh: Marketing Strategist and Former Chief Marketing Officer South
African Tourism
Panellists:
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Sharron Lewis: CEO Northern Cape Tourism
Bheki Zwane: Marketing Director SANParks
Heidi van der Watt: ED/GE Tourism Solutions
Rodney Knight: CEO Rooms 4U
Iain Meaker : Commercial Executive, Comair
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TR ACK B: VISI TO R FOC US
If ‘visitor focus’ is the aim how do we turn South Africa into a visitor- focussed destination?
Facilitator:

Judy Lain
Marketing Director WESGRO
Panellists:
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Chris Buckingham: Director - Go To
Lisa-Ann Hosking: General Manager Operations - Tourism Enterprise Partnership
Elmarene Bernhardt: Industry Services Manager , Cape Town Tourism
Barbara Jensen: Executive Communications & Marketing, Gautrain
TR ACK C: DESTI N ATION M ARKETI NG
In an increasingly competitive world how does South Africa gain the edge in destination
marketing?
Facilitator:

Mariette du Toit-Helmbold
CEO Destinate
Panellists:
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John Lee: Director Resort Operations - Sun International
Luxolo Rubushe: CEO Eastern Cape Parks and Tourism
Kellie Monger: Chief Marketing Officer - Destination Melbourne
Blacky Komani: Executive Director Tourvest
William Price: Global Manager E-Marketing - SA Tourism
TR ACK D: BUSINESS TO URI SM
What more can we do to ensure that South Africa and Gauteng becomes the business
tourism powerhouse of Africa?
Facilitator
 Rob Collins : Former CMO, Tsogo Sun
Panellists :
 Zelda Coetzee: Chair SAACI
 Rick Taylor: CEO - The Business Tourism Company
 Marti Nyazena: Executive Director, Sandton International Convention Centre
 Nonnie Kubeka: Head Gauteng Convention and Events Bureau
13h00
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Lunch
14:00
Presentation
STORYTELLING FO R DES TI N ATION M ARKETING
Travellers are seeking authentic local experiences, which are uniquely differentiated. Our
stories are our unique selling points that reflect our intrinsic personality, values and culture.
More and more Destination Management Organizations are adopting first person storytelling
marketing campaigns instead of traditional one way communication with uninspiring slogans
& boring promotional texts.
Gcina Mhlophe
Gcinamasiko Arts & Heritage Trust
14:30
Plenary
REPO RT B ACK ON TR ACK S
Each facilitator reports back on the 4 identified ideas and action plans per track to the
plenary group who, through the facilitator for the session, submit additional inputs
Facilitator:
Eleni Giokos - ENCA
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DOMESTIC TOURISM : Roshene Singh
VISITOR FOCUS : Judy Lain
DESTINATION MARKETING : Mariette du Toit – Helmbold
BUSINESS TOURISM : Rob Collins
15:30 Refreshments
15:50
Plenary Dialogue
M AKING I T H APPEN STARTS HERE!
From Planning to Commitment – we’ve decided what needs doing, now who is going to do it
and by when?
Facilitator and Scene Setter:
Jackie Asheeke:
Managing Director, AE Tourism Consulting
Panellist:
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Mr. Rashid Seedat: Head , Planning Commission Gauteng
Mr Eddy Khosa: TBCSA Board / Fedhasa
Ms. Mmatšatši Ramawela: CEO TBCSA
Ms. Dawn Robertson: CEO Gauteng Tourism
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17:20
THE M ASLOW AGREEMENT : CLO SE AND ACKNOWLEDG EMENTS
Eleni Giokos : Programme Director
ENCA
17:30
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NETWORK LOUNGE