domestic tourism domestic tourism is when people take day trips, short breaks and longer holidays in...
TRANSCRIPT
Domestic Tourism Domestic tourism is when people take day trips, short
breaks and longer holidays in their own country. Domestic tourism is South Africans that take holidays within the
borders of RSA.
The difference between domestic and international tourismDomestic travel is within a person’s country and international travel is across international boundaries
The Domestic Tourism Growth Strategy
What is a growth Strategy?
*In 1996 the government issued the White Paper on the Development and Promotion of Tourism in SA.*The guideline for sustainable tourism development is the framework for the DTGS* An updated DTGS was issued in 2012*The DTGS focuses on the growth of domestic tourism*The role players are: South African Tourism The National Department of TourismThe 9 provinces
Benefits of Domestic Tourism1. Tourism generates income2. Tourism creates jobs3. Tourism improves the infra-structure4. Tourism promotes greater understanding between
cultures5. Tourism combats seasonality
Ways to meet the objectives:1.Increasing expenditure (will increase revenue - income)Motivate tourists to take more tripsStay at their destination for a longer timeSpend more and stay for a longer time
2.Reducing seasonalityDomestic travel takes place during school holidays and publicholidays (peak season).Reduce seasonality by encouraging all –year round travel andmore trips outside school holidays and during the week
3. Improving the geographical spreadEncourage tourists to visit more and less popular destinationsEncourage more trips to Mpumalanga, Limpopo and North West
4. Increasing volumesTo encourage more South African to travel
5. Use events to encourage year-round travelExhibitions, major sport events, arts festivals
6. Improve safety and reduce crimeProvide visitors with information to help them improve their safety
Domestic Marketing Campaign
SAT introduces the Sho’t left campaign in 2007 to encourage domestic tourism. Its aims to:
Encourage South Africans to explore their own countryPromote a culture of local holiday travel
Sho’t Left website Sho’t Left Fun BusSho’t Left packagesSho’t Left T.V. ProgrammesSho’t Left Radio programmes
Welcome CampaignThe Welcome Campaign encourages all South Africans to embrace tourism and share South Africa’s rich natural and cultural heritage.
Tourism Month - This annual promotion, held in September,
Tourism Enterprise Programme (TEP)TEP was launched inJuly 2000. The aim of the programme is to help the growth and expansion of SMMEs in the
tourism economy, resulting in job creation and income-generating opportunities.
***SMME: small, medium and macro enterprises
Domestic Tourism contributes to South Africa’s GDP (Gross Domestic Product)
Multiplier Effect: The 'snowballing' of economic activity
•Tourist stays at a hotel
•Hotel Pays employee (e.g. chef)
•Chef pays taxi for transport to hotel
•Taxi driver pays mechanic to service taxi
•Mechanic pays school fees for child
•School pays educator
•Educator pays store owner for fresh produce
•Store owner pays farmer for fresh produce
•Farmer produces food and sells to hotel
•Hotel provides meals to tourist
Market SegmentationTo segment the market, SAT have grouped people in terms of their travel behaviour, media use and lifestyle
A real benefit of segmentation is that people with similar characteristics can be targeted with products and communication put together specifically for their needs and what they can afford
Through research, five different consumer segments have been revealed in the domestic market
Segment ONE Spontaneous Budget ExplorersAged 18-24 – all racesHave about R5000 disposable income a monthTravel to discover new people, places and adventuresPrefer a weekend holidayLike to have fun in new surroundings with existing friends or meeting new friends
Segment TWO New Horizon FamiliesAged 35 and older – Black, Coloured, IndianHave about R5000 – R10 000 disposable income a monthTravel is a way to educate their childrenTravel is seen as quality time spend with familySpecial offers will make them travel moreTravel is seen as a reward for hard work
Segment THREE High-Life EnthusiastsAged 25 – 45 – Black, Coloured, IndianHave about R10 000 or more disposable income a monthTravel is a way to boost one’s social statusTravel is seen as a way to enjoy the finer things in lifePrefer weekend holidays filled with activitiesDomestic tourism is the easiest way to enjoy world class experiences
Segment FOUR Seasoned Leisure SeekersAged 25 – 45 – WhiteHave about R5 000 or more disposable income a monthTravel is a way of life and a necessityHaving grown up going on holidays they understand the value of travel experiencesTravel to escape, relax and spend quality time with family
Segment FIVE Well-to-do Mzanzi familiesAged 25 – 45 – BlackHave about R10 000 or more disposable income a monthTravel is about escaping the city and spend time with family anf friendsSpecial offers on flights and hotels would encourage them to travel within South AfricaBreak away from daily pressure and having good times with friends
City BreaksSports, shopping, dining, nightlife, events, entertainment
•Mountain escapesAdventure, scenery, nature, sports, hiking trails, food and wine, crafts
Coastal getawaysBeach activities, scenery, nature, adventure, heritage, and history
Bush RetreatsWildlife, nature, flora and fauna, tracks and trails
Countryside MeandersArts and crafts, heritage, food and wine
Cultural discoveriesCulture, art galleries, performing arts and music, heritage and history
The following pillars will activate the five new market segments for growing domestic tourism:
Brand marketing campaign
Word of mouth recommendations for travel
The tourism industry participation in promotion affordable packages across the country
Event promotion and packages
Direct consumer engagement through information provision
“ whatever you looking for, its here”
Reasons why people travel* Travel for Visiting Relatives and Friends* Trips for business* Religious trips* Medical journeys•Sport & global events
For your information• VFM: Value for Money
• EST: Estimate Time of Arrival
• VFR: Visiting Friends and Relatives
40 WINKS GUEST HOUSE
Experience warm hospitality and
accommodation in a secure,
luxurious setting with a beautiful pool.
in Green Point, Cape Town
You are the proud owner of a 4 star guesthouse close to a beach.Design a striking advertisement to introduce your luxury guesthouse to the worldIt must be in the form of a magazine advertisement. Include:PicturesDescriptions Prices MealEntertainment Facilities
Advertisement: