What we do

• Email
• Tweet
• Print

Objectives

• South African Tourism's marketing initiatives are guided by the Tourism Growth Strategy, adopted by the South African Cabinet in 2001, that incorporates four key market portfolios:
  • Africa & the Middle East (that includes the Domestic market)
  • Europe
  • Americas and UK
  • Asia & Australasia

• Another two portfolios exist at South African Tourism: Business Tourism and Events Tourism

• Each portfolio is headed by a Regional Director tasked with developing and implementing marketing strategies. This optimises efficiency of strategic marketing activities in the specific market segments

• The overall marketing strategy promotes South Africa's scenic beauty, diverse wildlife, eco-tourism and variety of cultures and heritage

• It also works to realise South Africa's potential as a big event destination

• It works to engender a travel and tourism culture amongst South Africans.

• The more focused, cost-effective and customer-driven approach taken to its international marketing operations is in a quest to 'play smarter' in the increasingly competitive global tourism market

• Initiatives have included ongoing segmentation research into key spend and volume markets abroad that highlight international growth areas where South African Tourism's marketing efforts will reap the greatest returns

• As a result, the organisation has also embarked on an aggressive e-Business Tourism Growth Strategy that incorporates fully-fledged research, a CRM unit incorporating a call centre and website: www.southafrica.net

• South African Tourism participates in major travel shows, co-ordinates advertising, public relations and direct mailing campaigns, and holds educational work sessions with the international partners of South Africa's travel industry

• The organisation is active in promoting South Africa as a destination for Business Tourism through its Business Tourism unit that works closely with sector representatives both abroad and in South Africa