The mandate ofSA Tourism is ...

MANDATE AND KEYSTRATEGIC OBJECTIVES

... through sixkey objectives ...

... by acting in afocused way to...

Sustainable GDP growth

Increase in tourist volume

Understand the market

Improved geographic spread

Facilitate the removal of obstacles

Increase in tourist spend

Improved seasonality patterns

Increase in length of stay

Promoting transformation

Sustainable job creation

Redistribution and transformation

Choose attractive segments

Facilitate the product platform

Market thedestination

Monitor and learn from tourist experiences

INVESTMENT MARKETS• DRC• Lesotho• Canada• Zimbabwe• Japan• Botswana• Ghana• Uganda• South Korea• Italy• Russia

TACTICAL MARKETS• Namibia• Zambia• UAE• Switzerland• Singapore

STRATEGIC IMPORTANCE• Egypt• Israel• Saudi Arabia• Morocco• Tunisia• Malaysia

WATCH-LIST MARKETS• Malawi• Swaziland• Ethiopia• Argentina• New Zealand• Austria• Denmark• Belgium• Norway• Sweden• Finland• Turkey• Spain

CORE MARKETS• Angola• Mozambique• Kenya• Nigeria• Domestic (South Africa)• USA• Australia• France• Germany• Netherlands• UK• Tanzania• Brazil• China (incl. Hong Kong)• India

MARKETS DEFINED2014-2016

1. Africa• 6,889,389 arrivals• 3.8%

5. Australasia• 148,660 arrivals• 4%

3. Middle East• 57,382 arrivals• 5.9%

4. North America• 417,582 arrivals• 6.1%

2. Europe• 1,494,978 arrivals• 7%

6. Central and South America• 129,463 arrivals• 8%3. Asia

• 435,076 arrivals• 9.2%

8. Indian Ocean Islands• 24,394 arrivals• 13.3%GRAND TOTAL

9,616,964 arrivals 4.7% up from 2012

Largest long-haul traffic for South

Africa

Largest traffic overall

for South Africa

TOURIST ARRIVALS2013

KEYSEGMENTS

• Seeking natural beauty and authentic cultural experiences.

• Luxury and comfort is key

• Safari is a big draw card when travelling to Africa

• Safety and security is an important consideration when choosing a destination

• Traditionally wealthier,• Experienced international travellers• Between 40-60 years old. • Prefer independent or small group travel

• They have considerable travel experience

• Looking for experiences centered on nature, culture and adventure, with a strong liking for the ‘urban vibe’

• Drawn to emotional appeal of a destination • Most positive about South

Africa • Also want to travel the world

• Younger urban professionals ,singles or couples aged

25 - 40 year olds • Higher income earners, with considerable travel

experience

Welcome is a South African Tourism initiative that aims to create and sustain engagement, information sharing and education with industry stakeholders

The Welcome initiative is for all members of the tourism industry, from seasoned tourism business owners to thriving start-ups

WELCOME AV

WEBSITE

Newly launched

Newly launched

Southafrica.net/welcome

GET TO KNOW YOUR TOURIST

Mandarin Hotel Directory

TOOLKITS

Mandarin Welcome letter

Mandarin Hotel Directory

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SOCIAL MEDIA

“Make someone's day today”, share your stories and pictures with us

Aneshree RamballyTRM: Product +27 (0)11 895 3101aneshree@southafrica.net

For more information, or to book a Welcome insights session in your town, contact: