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

Event Wonders

Festivals such as food and wine, music, culture, 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: