SA Think Tanks Spell Out Tourism Action Plan At Indaba 2004

South African (SA) Tourism’s media conference at Indaba 2004, took on a new look and feel in the guise of a Media Face-off. The new format - mirroring the new tourism brand that is poised to take the industry forward into SA’s second decade of freedom, saw a panel of experts under the spotlight.

Members from the department of environmental affairs and tourism and South African Tourism, addressed pertinent issues affecting the South African tourism industry under the scrutiny of South Africa’s respected current affairs radio journalist, John Perlman.

The panel comprised of Dr Crispian Olver, director general, department of environmental affairs and tourism; the chairman of the board of South African Tourism, Rick Menell, South African Tourism’s chief executive officer, Cheryl Carolus; chief operating officer, Moeketsi Mosola, chief marketing officer, Themba Khumalo and chief research and e-business officer, Didi Moyle.

South African Tourism outlined its future marketing initiatives and explained the process and thinking behind the country’s much-awaited new tourism brand that was showcased during Indaba 2004 to industry stakeholders and delegates.

Dr Olver’s input focused on the message that, in upcoming years, it was vital to ensure that the growing tourism industry offered economic opportunities for all South Africans. During the Face off, Carolus took the opportunity to thank the industry role-players in SA for their increasing commitment to contributing to the voluntary Tourism Marketing SA (TOMSA) levy that provides SA Tourism with the much-needed additional funding to successfully market the country.

Expressing his views, Menell, added, “Contributions of approximately Rand 250-million had been directed towards the development of tourism over the past five years. These additional funds that have contributed towards the national tourism marketing budget growing from Rand 74 million to over Rand 400-million in five years, had been channelled into marketing, learnerships and the encouragement of entrepreneurship through the Tourism Enterprise Programme. Provided objectives are clear, public-private partnerships can be a powerful force in development. We cannot afford to waste that potential given the priorities in our country for sustainable job creation and skills’ development.” Added Didi Moyle, “This additional funding had, allowed SA Tourism to make valued investment into expanding its research and e-business capabilities.”

The new tourism brand intends to successfully differentiate itself against its competitors in a fiercely competitive global environment. “We need to sell, sell, sell” said Themba Khumalo. “Our new distinctive brand incorporates a wealth of highly creative marketing activities that will ensure that South Africa delivers on its mandate to increase tourist volume, spend and length of stay, improve geographic spread and seasonality and fast-track Industry transformation.”

The issue of pricing and the impact of the strong brand was addressed by Carolus. He said, “It is time to start asking the right sort of questions. We have never marketed SA as a cheap destination and it most certainly still offers value for money. A global competitiveness survey, currently under completion would appear to indicate that the key issue is not price but perceived value for money benchmarked against international competition.”

Moeketsi Mosola clearly outlined SA Tourism’s position on the issues of both airlift and transformation. He commented that in an environment that has not been conducive to the global airline industry, there was a clear indication of international confidence in the SA market, signalled by the recent growth in seat capacity to the country.

He adds, “We will continue to aggressively pursue the introduction of additional capacity, with China and Japan being priority markets heading into 2005”. He also further highlighted that, “The responsibility for the sustained future of tourism in our country lies squarely at industry’s door. Transformation is most certainly an issue that South African Tourism intends to vigorously pursue.”