Thompsons Holidays | WhaleTales Blog by Chris von Ulmenstein

The struggling local tourism industry, which is feeling the pinch due to the strong Rand and the depressed United Kingdom economy, is delighted that the country’s tourism marketing body is to spend R 30 million in encouraging locals to travel in South Africa, and not go overseas, reports Biz.Community.com.

The SA Tourism TV, radio, print, online, mobile and outdoor advertising campaign is to encourage locals to go on affordable ‘domestic’ trips more often, Minister of Tourism, Marthinus van Schalkwyk, said at the launch of the campaign. The Minister described ‘domestic tourism’ as the ‘backbone of the industry’, and quoted figures that show significant growth from 22% to 31 % of percentage spend on holiday travel in just twelve months. In passenger numbers, domestic tourists represent 79% of tourists traveling in the country. In 2010, 29,7 million domestic trips were undertaken by South Africans, generating an income of R21,1 billion.

“The message is clear here: tourism and culture are related and we are going to increase our marketing resources this year to showcase our hidden treasures to our citizens. South Africa has a very young population that has begun to travel”, said S A Tourism CEO Thandiwe January-McLean. SA Tourism’s partners in the domestic tourism marketing campaign include MTN, Pick ‘n Pay, Kulula.com, Flight Centre and Thompsons Holidays.

At the launch function, the Cycad Modjadji Nature Reserve with more than 10000 cycads, some as old as 6000 years, was launched.

At the recent Western Cape Tourism Destination Conference the message was loud and clear: maintain the international source markets, but focus on domestic tourism, due to the economic downturn, reflecting S A Tourism’s marketing action.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecotatge.com Twitter: @WhaleCottage

For the first time ever accommodation rates for a major sporting event have decreased, in the face of the kick-off to the World Cup, say hotel booking engines, according to a report in Southern African Tourism Update.

HotelsCombined.com and Expedia.com have both observed how accommodation rates have declined since the over-supply of accommodation, resulting from the cancellation of rooms booked by MATCH, as well as the low accommodation demand, became known in April. “We’ve never expected the hotel industry to drop prices during a peak sporting event. It’s most unusual that prices have dropped this significantly. We reject claims that hotel prices are rebalancing due to a stronger US dollar over the last weeks – which hasn’t moved the rand as strongly as other currencies. Clearly, media reports of violence are affecting demand, which hotel chains and sole operators are reacting to in the form of competitive re-pricing” Michael Doubinski, General Manager of HotelsCombined.com is quoted as saying.

Expedia.com says the discounted rates have dropped back to 2009 low-season rates. Accommodation establishments that had rooms returned to them by MATCH signed up with the two hotel booking engines, it is reported.

MATCH is reported to be blaming the global economic crisis for the reduced demand for World Cup accommodation, which led the FIFA accommodation and ticketing agency to cancel thousands of booked rooms, even in official FIFA hotels such as the Durban Hilton, reports Travelwires.com. Many soccer fans have chosen to stay in Johannesburg, being close to five stadiums, and will fly to Cape Town, Durban and other South African cities on match days.

Cape Town is trying to attract last minute bookings, and Cape Town Routes Unlimited has launched a campaign to create awareness for the Mother City. Soccer fans booked in Gauteng, as well as South African residents wishing to travel over the 5-week school holiday are being targeted. Accommodation establishments have already dropped their rates, and are hoping to attract these tourists.

Cape Town Routes Unlimited has launched a joint campaign with Thompsons Holidays, and has also partnered with travel agents such as e-Travel, Flight Centre, and Club Travel. Information is being handed out at Cape Town and OR Thambo International airports, at the Tourism KwaZulu-Natal office and at uShaka Marine World in Durban, and at information kiosks in North Western Province. A group of 200 Dutch fans travelling between Johannesburg and Cape Town will carry the branding of Cape Town and the Western Cape. Footage of Cape Town and the Western Cape will be shown on SAA’s domestic and international flights. A Google Adword campaign is targeting soccer fans in Gauteng, Rustenburg and Durban.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com