TOMSA announces new board and pilot project to boost UK arrivals
The project is a result of the need to narrow the gap between raising awareness about South Africa as a destination and converting potential tourists into actual tourist arrivals. - Mmatšatši Ramawela, TBCSA CEO.
The Tourism Marketing South Africa (TOMSA)-South African Tourism (SAT) project entails the appointment of an ‘in market’ sales conversion consultant. The consultant will work side by side with SAT’s UK office to strengthen the promotion and sale of South Africa as a tourist destination.
Sheree Simpson, former marketing and sales director at Mantis Collection, has been appointed to the position and begins her work on 6 August 2012.
Mmatšatši Ramawela, TBCSA CEO, says the project is a result of constructive engagement with SAT on the need to narrow the gap between raising awareness about South Africa as a destination and converting potential tourists into actual tourist arrivals.
TOMSA and SAT agree on the importance of looking after the country’s traditional source markets, while pursuing new growth opportunities in the emerging markets. The UK is South Africa’s biggest overseas source market.
‘The pilot project has two key objectives. One is to complement current marketing efforts from a brand awareness perspective. The other is to focus our attention on tourism distribution channels, traditional and new. This is to ensure that we offer attractive South African travel packages for the UK market, considering the ongoing economic pressures affecting global travel,’ explained Ramawela.
She said the project was another way in which TOMSA was creating value in the travel and tourism industry. ‘Based on the project’s success, there are plans to expand it to other key source markets for South Africa,’ she said.
The announcement of the UK pilot project follows the TBCSA/TOMSA AGM, which was held in Johannesburg on 26 July 2012.
At the AGM, SAT CEO Thulani Nzima presented SAT’s 5-year strategic plan (from 2013/14 to 2017/18) and its 2013/14 annual performance plan. He thanked TOMSA and the broader industry for their continued support of SAT’s work and committed to working with both TOMSA and the TBCSA to ensure the UK pilot project succeeded.
Scenario planning strategist Clem Sunter presented a thought-provoking overview of the future outlook for travel and tourism.
New members of the TOMSA board were elected. They are:
Lance Smith, executive director of sales at Avis Car Rental
Franco Jordaan, Court Classique Hotels MD
Nic Griffin, The Thornybush Collection CEO
Alistair Dooley, City Lodge Hotels’s divisional director: financials
Dale Pretorius, Value South Africa marketing manager
Kobus Tait, Forever Resort CEO
Nils Heckscher, Winchester Mansions Hotel MD
Paddy Brearley, Legacy Hotels and Resorts MD
Mavuso Msimang, TBCSA board chairperson
Mmatšatši Ramawela, TBCSA CEO