australia: south africa’s longitudinal performance · north west mpumalanga eastern cape limpopo...
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Australasia
2019/20
AUSTRALIA:
SOUTH AFRICA’S LONGITUDINAL PERFORMANCE
Slide no. 2 © South African Tourism 2019
Arrivals and Spend
Slide no. 3 © South African Tourism 2019
Seasonality
• Arrivals peak in September. Australians have a minimum of 4 weeks holiday each year and the month of March has a cluster of
national and state holidays and September lines up with the end of the third school term
Slide no. 4 © South African Tourism 2019
Geographical spread
• 55% of Australians visit more than one province, down from 65% in 2017. Gauteng and Western Cape are the joint top provinces visited
with the highest share arrivals, spend and bednights
GautengWestern
Cape
Kwazulu
NatalNorth West Mpumalanga
Eastern
CapeLimpopo Free State
Northern
Cape
Average
nights2018 8 11 9 11 7 11 8 7 10
Average
Provincial2018 R10 200 R14 900 R9 800 R11 100 R7 600 R13 300 R10 000 R8 100 R10 300
Slide no. 5 © South African Tourism 2019
Who we are getting
• Australian arrivals declined driven by Holiday and MICE tourists and saw 18 to 34 year old tourists grow while 35 to 44 year olds saw
declines from 2017
Slide no. 6 © South African Tourism 2019
Who we are getting
• Chinese tourists are mostly First time visitors who Travel alone
Slide no. 7 © South African Tourism 2019
OVERVIEW
Slide no. 8 © South African Tourism 2019
Macro Overview
Election year in Australia – national elections for prime minister and governing party
• This could have some impact on outbound travel – more specifically around the time of the election but may have an indirect affect
beyond that period. Date hasn’t been confirmed but the suggested dates by most outlets is 11 May 2019.
The reality of the housing price bubble sets in
• With the consistent drop in housing prices across Australia (with Sydney and Melbourne seeing the largest decreases), consumers
may change focus by opting to consume less and rather invest in property.
Economic indicators
Exchange rate: In 2018 the Australian dollar tumbled faster than expected and closed at a low of AUD 0.70 against the USD. When
compared to ZAR, the AUS landed slightly weaker than the same period in 2017 (ending at AUD 0.097). The currency fluctuation is likely
to impact flight pricing as crude oil pricing is valued in USD.
GDP growth? Australia's GDP growth slows to 2.8% as weaker spending hits economy.
TRENDS
❑ 2018 saw more readers abandon print for online/digital media which has resulted in the closure of some
publications. The ongoing trend of smaller editorial teams and lack of budget from reduced print advertising
has continued to contribute to this.
❑ Backstory not ads!
❑ With the increased consumption and use of social media in 2018, more brands are capitalising on the reach
and potential pull of influencers and celebrities to convey their key messages to their audiences.
❑ Mainstream Spirituality and Mindfulness.
Slide no. 9 © South African Tourism 2019
Considerations
• Need more content that speaks to the Australasian market – imagery, video, written – inclusive of family, group activity, immersive
and mixed crowd, etc.
• Active, fun and energetic campaign needed to drive WOM and peak consumer interest.
• Need to inject a greater sense of urgency (without desperation) on travel to SA as a lot of people push it out for ‘when they’re
older’ which adds to the drop of between likely to visit in future and sought information.
• Doing good/ Building better generations/ Travelling with a purpose/ Collectivism is growing – Need to incorporate into our work.
• Trade training methods need to be revisited as SA specialist isn’t working – most completions are done by one person in an office
(typically a trainee or junior staff member who has the time and has mastered the answers) so not much knowledge is actually
transferred to agents.
• Global to consider big conversion partnerships that really drive conversion (e.g. Expedia, etc.)
• Need to deep dive into service delivery levels as people’s top reasons for visiting SA and the experiences they engaged in during
their stay don’t correlate with their top experiences of the trip.
• Need to incorporate more Tech & Innovation to target consumer and trade. The first touchpoints with South Africa are not
interactive or tech forward so the destination is then perceived as ‘so 2002’.
• Family travel accounts for 40% of Australia’s outbound trips – we need to reconsider approach on families. Of Australia arrivals into
SA only 10% are family travelers.
• Non-traditional partnerships that lend us a big well liked brand are a win to work with (e.g. Sony, Land Rover, etc.)
• Continue to cater to the different buckets and shape Value For Money.
• Not so much going to focus on ‘going off social (trend) but rather look towards real as opposed to fake social experiences and posts.
Slide no. 10 © South African Tourism 2019
Barriers
1. Safety and Security Perceptions in SA
• Countless stories of contact crimes committed in SA: farm murders; home robberies, hijackings, etc.
2. Land Expropriation Coverage
• Extensive negative media coverage around land expropriation and white genocide. High-level politicians publicly spoke in support
of white South African farmers and pledged to give them support.
• Protests and public gatherings across ANZ by South African expats to lobby against land ownership/ constitutional review in SA
and to garner support for Australia to expedite SA white farmer visas into Australia.
3. Lack of Wildlife Conservation
• The increase in the lion bone export quota in 2018 worsened the situation and several activists have since taken a strong stance
against SA’s decision.
• Lion breeding in captivity.
• Poaching – even though there has been positive development and initiatives in this regard, the syndicates need to be shut down
for people to fully restore faith in the South African systems that are meant to protect wildlife.
4. Lengthy and Inconsistent Visa Process – New Zealand
• NZ Wholesalers removed SA from their Africa tours due to the time required and the lengthy process to obtain SA visa.
Slide no. 11 © South African Tourism 2019
Goals for the market 2018/19Consumer Insights:
• I want a fun, easy and engaging holiday that has authentic experiences that offer the opportunity to engage and interact with locals.
• Australians want to blend in but with a safety net. Hence their strong desire for safety and security, VFM and easy to get around destinations.
• When they travel, Aussies seek scenic beauty, unique activities, culture and history. They also share several commonalities in their travel
needs with New Zealanders – such as exploring culture, need for a sense of adventure, to relax and recharge as well as to get a break from
routine.
Big Things to be done:
1. Inspire Australians to consider SA as a desirable destination by showcasing a variety of authentic local experiences that make us relatable, demonstrates VFM and features adventure, wildlife and heritage against a backdrop scenic beauty.
2. Amplify positivity by leveraging the positive narrative through advocacy of key opinion leaders, media, South African locals and peers to dispel negative perceptions of safety and security
3. Partner with and educate the wholesale, retail and MICE trade to package and sell a variety of relevant, authentic, VFM experiences.
Projects:
• Major TV Content Integration
• Partnering With Trade
• Leveraging Influencer and Ambassadors to Drive Positivity
Targets:
• Arrivals
• Spend
• Campaign metrics
Slide no. 12 © South African Tourism 2019
THE DATA
Slide no. 13 © South African Tourism 2019
Performance 2018
Australia 2017 2018 % movement Target% achieved against
Target
ARRIVALS 116,257 115,846 0.4% down 128,217 90%
SPEND (MILL.) R2,109 R2,006 4.8% down 2,346 86%
New Zealand 2017 2018 % movement Target% achieved against
Target
ARRIVALS 17,094 15,213 11.0% down 17,904 85%
SPEND (MILL.) R299 R301 0.6% up 299 101%
Performance of Arrivals and TFDS in 2018?
Australasia 2017 2018 % movement TargetPerformance vs
Target
AWARENESS 78% 80% Up 78% Target Achieved
POSITIVITY 28% 26% Down 27% Target Not Achieved
CLOSURE RATIO 1 in 2.82 1 in 2.94 Worsened 1 in 2.82 Target Not Achieved
Brand performance in 2018?
Even though target was achieved, this can’t
be assumed to be entirely positive as the
quality of awareness isn’t measured. Given
the decline in positivity, it appears this
awareness leans more to the negative side.
Slide no. 14 © South African Tourism 2019
1%3%5%
25%
29%76%
4%5%14%5%10%
20%27%
81%
75%
50%
25%
0%
100%
10% 14%
Total
AwarenessPositivity
Long-term
ConsiderationPlan to Seek Info
Short-term
ConsiderationSought Info Recently
Have Visited
Recently
Recommen-
dation
2005 76% 29% 25% 10% 5% 14% 3% 1%
2006 82% 30% 26% 12% 6% 14% 3% 2%
2007 80% 29% 26% 10% 7% 14% 3% 2%
2008 79% 27% 24% 10% 6% 13% 4% 2%
2009 81% 31% 26% 10% 7% 14% 5% 3%
2010 83% 27% 25% 9% 5% 12% 4% 3%
2011 82% 27% 23% 10% 6% 13% 5% 3%
2012 83% 29% 24% 9% 5% 11% 4% 2%
2013 83% 27% 23% 9% 6% 12% 4% 3%
2014 80% 26% 21% 9% 5% 11% 4% 3%
2015 78% 25% 17% 8% 4% 10% 4% 3%
2016 77% 26% 19% 10% 6% 12% 6% 5%
2017 78% 28% 21% 12% 7% 13% 5% 3%
2018 80% 26% 21% 11% 6% 13% 4% 3%
2019 81% 27% 20% 10% 5% 14% 5% 4%
2005-19 5% -2% -5% 0% 0% 0% 2% 3%
Brand Journey | Longitudinal Analysis of Conversion Curve in Australia
• Acceptance Ratio: Ratio of % of travellers who plan to visit the destination in next 18 months to % of travellers who are aware of the destination
• Closure Ratio: Ratio of % of travellers who have visited the destination in last 18 months to % of travellers who have sought information about the destination in last 18 months
• Note: Feb’19 data has been used for the year 2019, results for 2016 to 2018 are based on Feb, Jun and Nov waves. Data from Feb and Nov waves has been merged for the year 2005, 2007 to
2015, while results for 2006 are based on Nov wave; Recommendation is calculated based on the respondents who have recently visited South Africa; Source: SAT Brand Tracker Data, 2005–
19
Closure Ratio
(2005: 1 in 5.21)
Acceptance Ratio
(2005: 1 in 15.5)
(2019: 1 in 17.05) (2019: 1 in 3.00)
• South Africa’s ‘Awareness’, ‘Recommendation’ and ‘Recent Visitation’ have improved during 2005-19;
while ‘Consideration’ and ‘Positivity’ have declined
20192005
• South Africa's Conversion Curve: Australia, 2005-19
Slide no. 15 © South African Tourism 2019
Brand Knowledge | Key Emotional and Functional Attributes: Australia
• Note: Feb’19 data has been used for the year 2019, results for 2016 to 2018 are based on Feb, Jun and Nov waves. Data from Feb and Nov waves has been merged for the year 2005, 2007 to
2015, while results for 2006 are based on Nov wave
• Source: SAT Brand Tracker Data, 2005–19
• South Africa’s Scores on Emotional and Functional Attributes: Australia, 2005-19
5.426.26
4.17
5.555.105.535.885.64 5.50
6.30
4.605.535.305.555.865.70
2005 2019
Memorable Adventurous Breathtaking Enriching Variety Welcoming Wildlife Authentic
2005 5.64 5.88 5.53 5.10 5.55 4.17 6.26 5.42
2006 5.75 5.92 5.56 5.22 5.58 4.20 6.38 5.58
2007 5.68 5.84 5.61 5.24 5.65 4.36 6.31 5.56
2008 5.63 5.71 5.52 5.18 5.53 4.26 6.21 5.47
2009 5.68 5.80 5.51 5.22 5.56 4.24 6.28 5.49
2010 5.65 5.80 5.41 5.14 5.44 4.27 6.27 5.53
2011 5.67 5.86 5.56 5.26 5.48 4.31 6.31 5.56
2012 5.69 5.86 5.52 5.25 5.56 4.27 6.29 5.58
2013 5.66 5.84 5.50 5.24 5.52 4.26 6.29 5.52
2014 5.62 5.73 5.50 5.26 5.52 4.39 6.15 5.53
2015 5.78 5.86 5.65 5.41 5.62 4.53 6.40 5.70
2016 5.63 5.78 5.48 5.28 5.46 4.68 6.22 5.55
2017 5.73 5.84 5.55 5.33 5.59 4.66 6.32 5.57
2018 5.72 5.83 5.55 5.38 5.52 4.65 6.30 5.61
2019 5.70 5.86 5.55 5.30 5.53 4.60 6.30 5.50
2005-19 0.06 -0.02 0.02 0.20 -0.02 0.43 0.04 0.08
• South Africa’s perception on most of the emotional and functional attributes have improved during 2005-
19, with the exception of ‘Adventurous’ and ‘Variety’ which have marginally declined
Slide no. 16 © South African Tourism 2019
South Africa Rank Versus All Destinations | Across Competitors
• Based on a random selection of total aware of each country as an international destination for leisure purposes• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Performance Ratings (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely
Well".
• Personality Ratings (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".
• South Africa Ranks Versus All Destinations – .Feb-19
South Africa Brazil China India Indonesia Italy Kenya Thailand UK USA
(n=296) (n=147) (n=139) (n=147) (n=151) (n=149) (n=145) (n=131) (n=146) (n=139)
Memorable 4 8 5 6 10 1 2 9 3 7
Adventurous 2 3 9 5 8 7 1 4 10 6
Offers a Wildlife Experience 1 7 8 4 5 10 2 3 9 6
Welcoming People You Can Interact
With9 6 10 7 5 2 8 1 3 4
Offers a Wide Variety of Experiences 6 8 7 5 9 2 10 4 3 1
Breath-taking 2 6 8 9 10 1 3 4 7 5
Enriching 7 8 4 5 10 1 3 6 2 9
A Very Authentic Travel Experience 5 7 3 2 10 1 4 6 8 9
Offers Excellent Value for the Money 9 7 4 3 2 5 10 1 8 6
Is a Safe & Secure Environment 10 8 4 7 6 2 9 5 1 3
Highest Rank
Lowest Rank
Significantly Above Average (at 95% confidence level)
Significantly Below Average (at 95% confidence level)
Top Desirable Performance and Personality Associations
Slide no. 17 © South African Tourism 2019
Nov-17 Feb-18 Jun-18 Nov-18 Feb-19
(n=289) (n=288) (n=149) (n=295) (n=296)
Memorable 3 4 4 3 4
Adventurous 1 2 2 1 2
Offers a Wildlife Experience 1 2 1 1 1
Welcoming People You Can Interact With 7 8 8 8 9
Offers a Wide Variety of Experiences 4 3 4 4 6
Breath-taking 2 1 2 2 2
Enriching 5 4 5 2 7
A Very Authentic Travel Experience 4 3 4 3 5
Offers Excellent Value for the Money 8 8 9 9 9
Is a Safe & Secure Environment 8 8 10 10 10
2
South Africa Rank Versus All Destinations | Longitudinal
• Based on a random selection of total aware of each country as an international destination for leisure purposes• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Performance Ratings (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely
Well".
• Personality Ratings (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".
• South Africa Ranks Across Waves
Highest Rank
Lowest Rank
Significantly Above Average (at 95% confidence level)
Significantly Below Average (at 95% confidence level)
Top Desirable Performance and Personality Associations
Slide no. 18 © South African Tourism 2019
South Africa Rank Versus All Destinations | Longitudinal
• Based on all respondents:
• South Africa Ranks Across Waves
Total Awareness 7 7 7 7 7
Unaided Awareness 7 8 9 7 7
Positivity 5 8 6 8 6
Likely to Visit in Future 7 7 7 7 7
Likely to Seek Info 7 7 7 8 7
Uniqueness 1 1 1 2 1
Stature 6 6 6 6 5
Sought Info 7 7 7 7 7
Familiarity 7 8 7 7 8
Suitability 7 7 6 7 6
Likely to Visit in Next 18 Months 7 7 7 7 7
Closure Ratio 8 9 8 10 9
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)
Highest Rank Lowest Rank Significantly Above Average (at 95% confidence level) Significantly Below Average (at 95% confidence level)
Slide no. 19 © South African Tourism 2019
South Africa Rank Versus All Destinations | Across Competitors
• Based on all respondents:
• South Africa Ranks Versus All Destinations – .
South Africa Brazil China India Indonesia Italy Kenya Thailand UK USA
Total Awareness 7 8 6 9 5 3 10 2 4 1
Unaided Awareness 7 9 5 8 6 3 10 4 2 1
Positivity 6 8 7 10 5 1 9 4 2 3
Likely to Visit in Future 7 8 5 9 6 3 10 4 2 1
Likely to Seek Info 7 8 6 9 5 3 10 4 2 1
Uniqueness 1 5 3 4 10 2 6 7 9 8
Stature 5 8 7 9 6 1 10 4 3 2
Sought Info 7 9 6 8 5 3 10 4 2 1
Familiarity 8 9 6 7 5 3 10 4 2 1
Suitability 6 8 7 9 5 3 10 4 2 1
Likely to Visit in Next 18 Months 7 8 6 9 5 3 10 4 2 1
Closure Ratio 9 8 5 7 2 6 10 3 4 1
Feb-19: (n=800)
Feb-19
Highest Rank Lowest Rank Significantly Above Average (at 95% confidence level) Significantly Below Average (at 95% confidence level)
Slide no. 20 © South African Tourism 2019
South Africa Longitudinal Conversion Curve | Total
• Closure Ratio: Ratio of % of people who have visited the destination in last 18 months to % of people who have gathered the information about the destination in last 18 months
• Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to
quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale.
• Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have
recently visited South Africa
• South Africa Conversion Curve Across Waves — Total
0%
25%
50%
75%
100%
Plan to Visit in
Next 18 Months
Total Awareness Likeability/ Positivity Consideration Plan to Gather
Information in
Next 18 Months
Have Gathered
Information in
Last 18 Months
Have Visited in
Last 18 Months
Recommendation
Feb-18
Nov-17
Nov-18
Jun-18
Feb-19
Closure Ratio
(1 in 2.52)
(1 in 3.26)
(1 in 2.13)
(1 in 3.24)
(1 in 3.00)
Nov-17 (n=800) 79% 30% 23% 11% 8%
Feb-18 (n=800) 81% 25% 21% 11% 5%
Jun-18 (n=400) 79% 31% 24% 14% 8%
Nov-18 (n=800) 80% 25% 20% 11% 5%
Feb-19 (n=800) 81% 27% 20% 10% 5%
2% -3% -3% -1% -3%Nov-17 to Feb-19
14% 6% 4%
13% 4% 2%
13% 6% 5%
14% 4% 3%
14% 5% 4%
0% -1% 0%
Slide no. 21 © South African Tourism 2019
South Africa Competitive Conversion Curve | Total
• Based on all respondents:• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Closure Ratio: Ratio of % of people who have visited the destination in last 18 months to % of people who have gathered the information about the destination in last 18 months
• Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to
quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale.
• Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have
recently visited the destination
• South Africa Competitive Conversion Curve — Total, .
Closure Ratio
0%
25%
50%
75%
100%
2%
1%
14%
Have Visited in
Last 18 Months
4%
38%
5%8%
Plan to Visit in
Next 18 Months
31%
Have Gathered
Information in
Last 18 Months
2%
41%
26%
14%
9%
21%
79%
96%
81%
Total Awareness
92%
Recommendation
57%
22%
57%
18%
Likeability/ Positivity
36%
25%
10%
40%
27%
20%
4%
29%37%
19%
10%16%
5%
66%
Consideration
3%
Plan to Gather
Information in
Next 18 Months
7%4%
9%
Kenya
Thailand
South Africa
USA
Brazil
(n=800)
Feb-19
(1 in 2.28)
(1 in 1.22)
(1 in 4.50)
(1 in 2.50)
(1 in 1.08)
3.00
Slide no. 22 © South African Tourism 2019
Media Channels
Preferred
Channels 1
among NOT
AWARE
Saw Marketing
Communication for SA
among AWARE
Visited Not Visited
Online news, articles, web pages, blogs, travel booking
/ review websites, etc.33% 17% 17%
Travel brochures/ posters from travel agents, tour
operators, tourist information centre, etc.30% 11% 20%
Newspapers, Magazines, Travel magazines and
booklets26% 34% 24%
TV channels 24% 15% 19%
Social networking websites (Facebook, Instagram,
Snapchat, Twitter, etc.)22% 9% 10%
Mobile applications, News alerts via mobile feeds
(using phone, tablet, mobile devices, etc.)19% 4% 2%
Video streaming websites (YouTube, Vimeo, etc.) 18% 2% 2%
Cinema 11% 2% 1%
Radio channels 11% 4% 1%
Leakage at Stages of the Brand Journey | Media Channels
• Based on all respondents: Feb-19: (n=800)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity,
Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale
• Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and
Likeability
• Media Channels (Based on Q43a and Q10b): Impact of preferred media channels and saw marketing communication
• Note: 1Preferred channels for viewing travel and tourism related promotional material, and it is a rating question. All rating question have been analyzed using top 2 box approach.
• The million pax at different stages are calculated based on those who are aware of SA
• Leakage and Media Channels(based on all respondents)
A W A R E N E S S
P O S I T I V I T Y
C O N S I D E R A T I O N
S O U G H T I N F O
S H O R T - T E R M
C O N S I D E R A T I O N
7 0 %
6 0 %
2 2 %
Market Size (million pax)
2.20
2 1 %
4 1 %
0.42mn
1.10mn
0.11mn
0.15mn
0.13mn
N E V E R V I S I T E D
0.22million pax
0.37million pax
1.58million pax
2.00million pax
0.09million pax
0.48million pax
Points with Maximum Leakage Key Media Channels Most Viewed
(n=152) (n=47) (n=278)
Leakage
Warning some bases below 75
Slide no. 23 © South African Tourism 2019
Barriers
Concerns For My Personal Safety 19% 14% 16% 20%
Uncertain About Political Climate 15% 12% 11% 16%
Concern about AIDS 10% 9% 6% -
Too Expensive to Get There 10% 17% 19% 16%
Too expensive once there 5% 7% 11% 8%
Another Destination Was More Appealing 18% 19% 21% 20%
Not a relaxing destination 6% 3% 1% 2%
No particular reason 5% 7% 7% 12%
Don’t know anyone there 5% 5% 2% 2%
Too much time to get there 4% 5% 4% 4%
Nothing interesting to do there 3% 1% 1% -
Bad Climate 1% - 1% -
Difficult to get a VISA 1% 2% - 2%
Leakage at Stages of the Brand Journey | Barriers
• Based on all respondents: Feb-19: (n=800)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity,
Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale
• Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and
Likeability
• Barriers (Based on Q34) Reasons for Not Visiting South Africa: Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply)
• Note: All market sizes are for the 'Never Visited' category in market; All calculations have been done using absolute values, and not the rounded off values. The million pax at different stages are
calculated based on those who are aware of SA, and the barriers are based on the leakages at different stages
• Leakage and Barriers(based on all respondents)
Sa
fety
Co
st
Oth
er
(n=400) (n=92) (n=87) (n=25)
Points with Maximum Leakage Key Barriers
2 543
Warning some bases below 75
A W A R E N E S S
P O S I T I V I T Y
C O N S I D E R A T I O N
S O U G H T I N F O
S H O R T - T E R M
C O N S I D E R A T I O N
0.22million pax
0.37million pax
1.58million pax
2.00million pax
7 0 %
0.09million pax
6 0 %
2 2 %
0.48million pax
Market Size (million pax)
2.20
2 1 %
4 1 %
0.42mn
Leakage
1.10mn
0.11mn
0.15mn
0.13mn
N E V E R V I S I T E D
Slide no. 24 © South African Tourism 2019
Information Sources | South Africa
• Based on respondents who have sought leisure travel information on South Africa in the past 18 months of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Information Sources (Q16d/c): Which of the following sources of information have you used/ came across to obtain leisure travel information about each of these countries in the last 18
months? (Select all that apply). Which of the following was the most useful source of information that you used/ came across to seek leisure travel information about these countries?
(Single Select)
• Sources of Travel Information
(based on those who have sought leisure travel information on South Africa in the past 18 months)
40%0% 60%20%
7%
3%
2%
From an advertisement on TV
6%
2%
Was visiting a friend/family member who stays in that country
Saw an advertisement at the cinema
Airline advertised the location
7%
Other 6%
60%21%Used a search engine
9%
11% 36%
35%
Recommended by a friend/colleague/family member
3%
Searched for information about an event taking place in a country 8%3%
Informed by travel agent or the location was part of a travel package 15%5%
Visited the country’s website
Read about or saw photos of the country on community sites 16%
16%6%
18%
Saw locations of the country in a movie/ TV show
Read an article on a website describing the country
24%4%
6%
5%
18%4%
Read a magazine/ newspaper article describing the country 4%
Searched for information about a recreation activity 23%5%
23%
From an advertisement in a magazine/ newspaper
10%Read about the location in a travel book/ travel magazine 32%
Read about the country in a travel brochure
Total Mentions
Most Useful Source
Warning some bases below 75
57% 69% 67% 60%
42% 27% 20% 40%
36% 45% 41% 27%
39% 41% 35% 35%
21% 30% 27% 19%
23% 27% 22% 33%
29% 27% 24% 20%
23% 33% 20% 25%
26% 17% 20% 18%
23% 27% 22% 25%
16% 32% 4% 24%
14% 12% 24% 16%
14% 11% 10% 14%
7% 17% 10% 8%
12% 7% 16% 15%
15% 14% 10% 7%
5% 6% 0% 5%
12% 3% 12% 5%
(n=111) (n=101) (n=51) (n=110)
(n=114; 14%
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Slide no. 25 © South African Tourism 2019
Reasons for Visiting South Africa for Leisure
• Based on those who have visited South Africa for leisure in the past 5 years of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Reasons for Visiting South Africa (Q35a): Why did you choose to visit South Africa as a destination for leisure purposes? (Select all that apply)
• Reasons for Visiting South Africa
(based on those who have visited South Africa for leisure in the past 5 years)
51%
36%
29%
19%
19%
18%
15%
14%
12%
12%
11%
11%
10%
10%
10%
10%
5%
4%
8%
0% 20% 40% 60%
Go on safari
Combined with a business trip
Other
Visit friends/relatives
Fulfill a dream
Beautiful scenery
Experience a different culture
Engage in a variety of activities
See the change since Apartheid/see historic sites
My friends/family recommended it
Good value for money
To attend any specific event
Went as part of a tour group
For the food and wine
Warm climate
Someone else chose the destination
Saw a special offer
My travel agent recommended it
Friendly people
Warning some bases below 75
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
56% 52% 53% 52%
39% 35% 53% 34%
25% 35% 39% 34%
21% 13% 27% 24%
19% 17% 18% 24%
25% 22% 29% 28%
14% 17% 12% 24%
14% 15% 16% 27%
28% 20% 22% 31%
8% 10% 8% 10%
14% 13% 14% 22%
8% 8% 4% 6%
31% 12% 22% 18%
14% 8% 18% 18%
10% 7% 12% 18%
6% 0% 6% 6%
4% 7% 6% 6%
14% 5% 16% 13%
4% 7% 4% 4%
(n=72) (n=60) (n=49) (n=67)
(n=73;9%
Slide no. 26 © South African Tourism 2019
80% 69% 69% 74%
63% 67% 75% 61%
49% 57% 61% 47%
29% 24% 24% 25%
7% 10% 0% 7%
37% 27% 31% 27%
18% 18% 15% 20%
21% 21% 19% 17%
6% 10% 3% 11%
2% 2% 3% 2%
3% 1% 1% 0%
20% 16% 15% 14%
11% 15% 19% 12%
1% 6% 4% 5%
3% 1% 0% 3%
9% 13% 9% 8%
1% 4% 1% 5%
(n=152) (n=147) (n=75) (n=132)
Reasons for Interest in South Africa
• Based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Interest in South Africa (Q42): Why are you interested in visiting South Africa for leisure purposes in the future? (Select all that apply)
• Note: The sequence of the attributes is consistent with the reasons for visiting (previous slide), to allows better comparison across attributes
• Reasons for Interest in Leisure Visit to South Africa in the Future (based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure)
0% 20% 60%40% 80%
Fulfill a dream
Experience a different culture
Visit friends/relatives
Friendly people
30%
Go on safari
To see the scenery/beauty
16%
Engage in a variety of activities
See the change since Apartheid/see historic sites
My friends/family recommended it
49%
Good value for money
Other
To attend any scheduled event (e.g., wedding, concert, sports etc.)
Combined with a business trip
For the food and wine
Warm climate
Saw a special offer
My travel agent recommended it
76%
13%
63%
26%
9%
21%
24%
7%
1%
1%
3%
1%
10%
2%
(n=136; 17%
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Slide no. 27 © South African Tourism 2019
Reasons for Not Visiting South Africa for Leisure in Past 5 Years
• Based on those who have not visited South Africa in the past 5 years for either business or pleasure of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Reasons for Not Visiting South Africa (Q34): Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply)
• Reasons for Not Visiting South Africa (based on those who have not visited South Africa in the past 5 years for either business or pleasure)
45%
44%
34%
29%
22%
15%
13%
11%
10%
10%
5%
2%
1%
6%
0% 20% 40% 60%
Too expensive to get there
Uncertain about political climate/civil unrest
Bad climate/weather
Another destination was more appealing
Concerns for my personal safety
Concern about health risks
Too expensive once there
No particular reason
Not a relaxing destination
Don’t know anyone there
Too much time to get there
Nothing interesting to do there
Difficult to get a visa
Other
43% 40% 42% 37%
42% 44% 48% 44%
34% 35% 38% 35%
29% 28% 32% 26%
16% 21% 24% 19%
16% 12% 15% 16%
11% 12% 9% 12%
9% 9% 8% 10%
10% 11% 11% 10%
11% 10% 9% 9%
6% 5% 3% 5%
3% 2% 2% 2%
2% 1% 2% 2%
7% 8% 4% 7%
(n=563) (n=585) (n=265) (n=575)Feb-19Nov-17 Feb-18 Jun-18 Nov-18
(n=575; 72%
Slide no. 28 © South African Tourism 2019
Reasons for Not Recommending
• Based on those who have visited South Africa in the past 5 years for either business or pleasure, but do not recommend it to family and friends of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Reasons for Not Recommending (Q33): Why wouldn’t you recommend South Africa as a destination for leisure purposes to your family and friends? (Select all that apply)
• Reasons for Not Recommending South Africa (based on those who have visited South Africa in the past 5 years for either business or pleasure but do not recommend it)
92%
38%
38%
31%
31%
23%
15%
8%
8%
8%
8%
8%
8%
15%
0% 20% 40% 60% 80% 100%
Nothing interesting to do there
Too much time to get there
Too expensive to get there
Concerns for my personal safety
Uncertain about political climate/civil unrest
Not a relaxing destination
Concern about health risks
Too expensive once there
Too “touristy”
Not an authentic African experience
Don’t know anyone there
Bad climate/weather
Difficult to get the visa for South Africa
Other
Warning some bases below 75
55% 75% 56% 75%
27% 55% 33% 40%
18% 10% 22% 25%
9% 20% 22% 25%
27% 5% 33% 25%
18% 5% 11% 25%
9% 5% 11% 20%
9% 0% 11% 5%
9% 10% 22% 5%
18% 10% 11% 5%
0% 5% 0% 10%
0% 0% 0% 10%
0% 5% 11% 5%
9% 15% 22% 5%
(n=11) (n=20) (n=9) (n=20)
(n=13; 2%
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Slide no. 29 © South African Tourism 2019
(n=75) (n=93) (n=26) (n=86)
Rejecting a Leisure Destination
• Based on respondents who have visited South Africa for leisure in past 5 years or have sought info but have no intent to visit in the future of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Reasons for Rejection (Q16e): After seeking information about this country, why are you no longer planning to visit this country for leisure travel? (Select all that apply)
• Reasons for Rejecting a Destination After Researching It (based on those who have visited South Africa for leisure in past 5 years or have sought information on South Africa but have no intent to visit in the future)
39%
28%
23%
14%
13%
11%
10%
5%
1%
1%
18%
0% 20% 40%
Nothing interesting to do there
Don’t know anyone there
Too much time to get there
Concerns for my personal safety
Too expensive to get there
Too expensive once there
Not a relaxing destination
General issues of safety
Bad climate / weather
Difficulty in getting a visa
Other
Warning some bases below 75
40% 42% 54% 50%
21% 20% 38% 17%
12% 16% 15% 6%
15% 12% 12% 16%
17% 11% 15% 12%
15% 5% 4% 8%
35% 30% 27% 35%
3% 6% 0% 3%
4% 1% 8% 5%
3% 4% 0% 3%
23% 24% 27% 14%
(n=79;10%
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Slide no. 30 © South African Tourism 2019
37% 47% 44% 39%
35% 38% 35% 32%
23% 27% 33% 25%
13% 15% 18% 12%
11% 12% 13% 10%
6% 5% 5% 6%
8% 7% 5% 6%
8% 9% 8% 7%
26% 21% 23% 27%
(n=449) (n=480) (n=219) (n=486)
Encourages Future Visitation
• Based on those who have not visited South Africa in the past 5 years and do not intend to in the future of all respondents)• –––––––––––––––––––––––––––––––––––––––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– –––––––– ––––
• Encourage Visitation (Q40): What, if anything, would encourage you to visit South Africa for leisure purposes in the future? (Select all that apply)
• * Have not been in the last five years
• Encourage Visitation to South Africa (based on those who have not visited South Africa for leisure in the past 5 years and do not intend to in the future)
0% 20% 40%
Special offer on flights
13%
35%
Chance to explore "off the beaten path"
4%
Special offer on safari
Special offer on hotels
Use South Africa as a base to visit surrounding countries
See friends/family
If South Africa hosts any specific event
Other
Nothing would make me want to return 28%
39%
24%
7%
13%
7%
(n=489; 61%
Feb-19Nov-17 Feb-18 Jun-18 Nov-18
Slide no. 31
Attracting NSSAs and WLs – inclusive of niche groupings and families - by showcasing authentic local experiences that make SA relatable,
good VFM and easy to do – leading with adventure (varying forms from soft to hard adventure), wildlife, heritage, city lifestyle but still
incorporating other relevant parts across the six pillars. Consumer projects and campaigns will be multi-faceted and 360°. Content must be at the heart of consumer activity, inclusive of content
integration to showcase experiences. Working with partners who can lend us big brand reputation, provide consumer reach but are also
viewed as trusted providers of authentic content. Leveraging relevant engaged influencers and ambassadors to drive positivity with aims to
undo negative S&S perceptions - also directly targeted at expat community.
Trade activities are aligned with consumer campaigns. Working with trade partners who can package, promote and sell itineraries and
product that showcase VFM SA experiences – catering mostly to FIT followed by group travel.
Educate trade on SA USP as well as give them the confidence to sell SA and reassure tourists on travel to SA (with regards to S&S)
Sales peaks: September & October and February & March .
Education in market: June –March
Marketing Summary by Market: Australia
Creating Demand Fulfilling Demand
Where to
Play?
How to
Win?
Meet South Africa
Ac
hie
ve
th
e a
rriv
als
go
als
fo
r th
e R
eg
ion
Segments:
◼ Wanderlusters and NSSAs
◼ Incl. of Niche groups: LGBTQ; Solo women; Boys trip; Sporting groups (i.e. Cyclists, runners, etc.);
◼ Families
◼ MICE
Which cities should we focus on?
Australia – country-wide but concerted efforts in main cities: Sydney, Melbourne, Perth, Brisbane, Adelaide
NZ – mostly Auckland
Largely first time visitors; continue to provide varied offering to attract repeat visitors
◆ With which channel players should we collaborate?
◼ Wholesalers, tour operators (traditional + online), travel agencies, online travel agencies, airlines, SA operators, SA product
◼ Criteria: penetration, mix distribution channels, most consumer engaging
Slide no. 32 © South African Tourism 2019
So what?
Recapping challenges and barriers for SA from a consumer perspective…
× Perceptions of poor personal and political safety and security – fueled by media and WOM (incl. expats)
× Too costly to travel to SA
× Other destinations are more appealing
We must aim to showcase SA in a more positive and appealing light through…
✓ Overriding the negative talk and undoing negative perceptions
▪ reaching Australasian consumers in a manner they best relate to – i.e. “Backstories - No ads!”
▪ showcasing ease of travel within SA – this indirectly suggests that SA is safer than initially perceived
✓ Working on perceptions and reality of cost to get to SA
▪ working closely with OTAs and airlines to drive more competitive price
▪ Showcase the VFM in SA to indirectly ‘offset’ the expense of travelling to SA
✓ Continuously showcasing variety across the six pillars and SA USPs to improve destination appeal and increase
urgency to travel sooner than later
✓ Threading in key themes for Australasian travelers, i.e. sustainability; etc.
* Consumer centric – work with trade to fulfil consumer demand *
Slide no. 33 © South African Tourism 2019
Australasia Market: Big things
BIG THINGS (#BT) 1. Get the different types of travelers (families, solo female, gen Y, gen Z, male, older affluent, interest groups) to
book South Africa by customizing our message & offering to them in a way that drives them to feel that "South Africa is
a destination for me'.
2. Get MICE travellers/corporates/agents to actively choose South Africa for their next business meeting/incentive by
promoting cost effective offerings with experiences that are only possible in SA and that encourage them to bring
somebody along (plus 1)
3. Get South African expats to positively promote South Africa and influence positive change in Australian perception
of South Africa by tapping into their (South African) passion points and providing them with sharable content and
platforms
4. Get the NZ traveller (holiday and MICE) to book their trip to South Africa getting them excited about the ease to get
to SA.
PROJECTS • Increasing interest in SA and driving conversion - #BT1 & #BT2 & #BT3 & #BT4
• Ignite MICE: Australia and New Zealand - #BT1 & #BT2
• Expat 360° - #BT1 & #BT3
• New Zealand: Welcome back - kick start campaign - #BT1 & #BT4
Slide no. 34 © South African Tourism 2019
Contact people
• Regional General Manager: Hanneli Slabber on [email protected]
• Hub Head: Mosilo Sofonia on [email protected]
• Traffic: Nardia Roselli on [email protected]