Marketing Question 6
Market South Africa as a
choice of destinastion
Dates …………………….
1. The following component factors ensure that South Africa is marketed as a
choice of destination, namely:
1. The importance of marketing South Africa
2. South African Tourism –SA Tourism
3. Opportunities and Platforms to market South Africa
Internationally
4. Opportunities and Platforms to market South Africa Locally
5. Funding for Marketing South Africa
6. South Africa’s Brand Logo
1. The importance of marketing South Africa
1. Why it is important to market South Africa?
• To ensure that SA competes in and taps into a highly competitive
market place.
• To showcase the attractions of SA.
• It will result in an increase in inbound tourism.
• This will set the multiplier effect into motion.
2. The effects of increase in arrivals to SA:
• Increase in revenue.
• Increase in SA’s GDP.
• Increase in employment.
• Alleviation in poverty.
• Greater prosperity for SA.
3. How does SA increase international awareness of SA as a travel
destination?
• By marketing our country internationally through media and internet.
• By being present at national and international tourism exhibitions and
shows.
• By hosting global events.
2. South Africa Tourism – SA Tourism
1. The structure of the Tourism Industry in SA according to the
National Tourism Strategy (Feb 2011)
National Department of Tourism – NDT
• NDT ensures that Tourism makes a sustained and increasing
contribution to the South African economy.
• NDT also provides strategies and policy advice to the Minister of
Tourism.
• NDT administers and monitors government’s investment in tourism
marketing and other programmes.
South African Tourism – SA Tourism
• They are responsible for promoting SA.
• The Provincial Tourism Organisations are responsible to promote
their Provinces.
• In the Northern Cape – Northern Cape Tourism Authority are
responsible for marketing the province.
2. What is the Role of SA Tourism
• Their role is to market SA.
• To help South African role players in the tourism industry to network
with international role players.
• Help tourism businesses being promoted via SA Tourism.
• To develop strategies to promote SA.
• To maintain and enhance the standard of facilities and services for
tourists.
3. Ways in which the marketing or exhibition will help SA Tourism fulfill the core
function of coordination marketing activities.
• Partnership with industry role players unify the advertising efforts.
• Media assists in exposing what South Africa has to offer to domestic
and international markets.
• The use of the logo and slogan “Inspiring New Ways” provides brand
identity to attract more tourists to a recognized destination.
• Bringing together South African diversity in culture and scenery to the
rest of the world.
• Using online platforms connects SATourism marketing efforts to
virtual reality and thee global digital world.
3. Opportunities and Platforms to market SA Internationally
1. International trade shows which SA Tourism uses to market SA:
• ITB Berlin International Trade Show in Berlin, Germany
• World Travel Market – WTM in London, England
2. Ways in which SA is advantaged by SA Tourism’s activities at these
international trade shows:
• It creates opportunities for SA tourism businesses as well as for
provincial tourism authorities to market at an international trade
shows.
• It creates an awareness of South Africa as a value for money
destination.
4. Opportunities and Platforms to market SA Locally
1. Local trade shows which SA Tourism uses to market SA locally:
• Indaba Travel and Trade Show
• Getaway Show
2. Ways in which these local trade shows will promote SA:
• Creates networking and trading opportunities by exposing SA as a
destination of choice throughout the African continent.
• Helps with better product development in terms of all sectors in the
tourism industry.
3. Why SA Tourism participate in the ITB Berlin and World Travel Market:
• Market South Africa as a destination of choice.
• Positioning South Africa as a safe, affordable, value for money
destination.
• Give small tourism businesses and emerging entrepreneurs the
opportunity to market internationally.
• Represent South Africa’s tourism businesses and organisations.
• Network with tourism professionals and key players from the global
tourism industry.
4. Ways in which SA Tourism ensure that there is a geographical spread of
South African product owners at the ITB Berlin and World Travel Market.
• Tourism businesses that attend these exhibition shows are from all
nine Provinces in South Africa.
• There is a representation of South Africa’s uniqueness and cultural
diversity from all areas in South Africa.
• Marketing benefits will flow to all nine Provinces in South Africa.
5. Funding for Marketing SA
1. Where does SA Tourism obtain funding for International marketing?
Main source of funding comes from:
Tourism Marketing Levy South Africa – (TOMSA)
2. How does TOMSA get the funds?
• It is a 1% tourism levy charged by some accommodation
establishments
• The hotel will pay the money directly to TOMSA.
• TOMSA as the collecting agency transfers the funds to TBCSA.
• TBCSA makes the funds from industry available to SATourism
3. How money collected from these hotels and car rental companies will be
used to support the following:
1. Marketing South Africa internationally as a tourism destination of
choice:
• Money is spent on promotional material to be used at international
travel trade shows.
• Funds are utilised to book and exhibit at international trade shows
such as ITB and WTM.
• SATourism negotiates more flights and routes with various
stakeholders to increase inbound foreign arrivals to South Africa.
• They embark on various strategies to find opportunities to brand
South Africa.
• Support tourism businesses
2. Maintaining and enhancing the standard of facilities and services for
tourists
• Partnerships are formed with industry stakeholders to monitor the
standard of facilities and services on offer.
• The partnerships ensure solutions are found towards maintaining and
enhancing facilities and services.
3. Coordinating the marketing activities of role-players in the industry
• Branded material to strengthen awareness of South Africa as a
destination of choice.
• Creating a coordinated branding image for destination South Africa.
• Liaising with the provincial tourism authorities to market their
provinces.
• Creating platforms such as Indaba and other marketing events for
networking and strengthening the brand of South Africa.
6. South Africa’s Brand Logo
1. Concept “Branding”
• A brand is a name, slogan, symbol, logo or a combination of these
that identifies the offerings of a business or destination to make it
stand out from its competitors.
• The meaning of SA’s Brand slogan
“Inspiring New Ways”
Means:
➢ Constantly reinventing SA’s tourism products and services.
➢ To increase the appeal of SA as a tourist destination.
➢ Changing the tourists’ perception of SA by offering multiple
opportunities and new offerings and to encourage repeat visits.
➢ By showing innovative and creative awareness to entise visitors to
our country.
➢ To develop a sense of pride amongst South Africans.
2. Why SA’s Brand Logo and Brand Slogan are displayed so prominently on all
products and at exhibitions and trade shows:
• It is part of SA Tourism’s marketing strategy.
• To ensure that the brand logo is recognisable to visitors from all over
the world.
• To make SA more visible as a tourist destination.
• To attract visitors to South African exhibitions.
3. The elements found on the SA Brand Logo:
• The SA Flag is used and is an internationally recognised
representation associated with SA.
• The colours of the SA Flag are found on the logo.
• The country’s name is written out in full leaving no room for confusion.
• The flowing font in which the country’s name is written, is in a relax
and spirited holiday environment.
• The slogan and the logo indicates a creative destination offering a
variety of tourist attractions and activities.
4. Reasons why the South African brand logo is prominently displayed at
international exhibitions.
• Increasing the recognition of South Africa as a tourist destination and
the packages on offer.
• Coordinating the various tourism products and offerings under one
familiar banner and logo.
• To always be ready to reinvent and reignite the South African
industry.
