SA Tourism optimistic about future tourism arrivals!


Cape TownSA Tourism has revealed a ‘five in five’ marketing strategy aimed at increasing tourism numbers to our country by five million in the next five years, four million tourists to be international and one million domestic, reports SA Tourism Update.

Chief Marketing Officer of the tourism body, Margie Whitehouse, introduced the strategy at the recent SATSA Conference, saying: ‘We’re in the process of organisational review to look not only at best practice of DMOs, but of international companies as well, that work in the model that we do to see how best to structure ourselves. We’re working very hard with Treasury to convince them that we have the best economic case‘.  The projected tourism growth is a 46% increase, with a target of 13 million international visitors to be achieved by 2021.

The first growth strategy is to evaluate the attractiveness of our country to international tourists, and the likelihood of long-haul travel.  The tourism body will collaborate with industry bodies to obtain input on how the marketing budget should be spent. Second, the tourism body is looking at creating a consistent marketing message for brand South Africa, allowing a broader access to marketing material.

The third strategy will be to conduct international trade research, last conducted seven years ago. With this will be an evaluation of a more innovative way of spending the TOMSA levy. The development of marketing policies is the fourth strategy, which should be aimed at meeting the needs of the industry.  The fifth strategy is ‘being inspired through South African Tourism’s people’.

Despite international arrivals increasing by 19% in the first half of 2016 relative to a year ago, and total arrivals increasing by 15% for the same period, SATSA CEO David Frost commented that our country’s ‘tourism growth has stagnated’.

Tourism Update tracked the first six months of arrivals to South Africa over the last four years. While total  arrivals to South Africa for the first six months is 15% up compared with the same period in 2015, when a significant decline in arrivals was experienced, overseas arrivals to South Africa for the first six months of 2016 are up by only 0.57% compared with the same period for 2012‘.

The strongest growth in tourism numbers was from Germany, compared to 2012, up by 19%, while those from the UK increased by only 3% in the past four years, despite the largest number of international tourists coming from the UK.

SATSA’s Frost warned against ‘capacity constraints‘ in Cape Town in terms of accommodation, and said that itineraries should not always include Cape Town, to prevent tourism growth being curtailed, a worrying warning for our city!  ‘If we’ve got capacity constraints in Cape Town, we can’t grow’, he said.

Chris von Ulmenstein, WhaleTales Blog:  Tel 082 55 11 323 Twitter:@WhaleCottage  Facebook:  click here Instagram: @Chris_Ulmenstein


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