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Activity 1: Important concepts:

1. Domestic tourism 11. Time constraints

2. Domestic tourist 12. Tourism revenue

3. Seasonality 13. Tourism volume

4. Geographical spread 14. Segmentation

5. Gross Domestic Product 15. Pre- tour and post tour

6. VFR 16. Average trip expenditure

7. Average length of stay 17. Culture of travel

8. Infrastructure 18. Disposable income

9. Voluntourism

10. Universal accessibility

Activity 2:

The pictures are clues to reasons why people DO NOT travel.

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South Africans do not have a culture of travel, especially amongst HDIs (Historically Disadvantaged Individuals). This happens because of an unawareness of our country’s beauty, culture etc and because tourism product development is limited in certain regions of the country.

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The DTGS has FOUR objectives (2012 – 2020): 1. Increase domestic tourism expenditure (revenue, income):

The objective is to increase the money spend by tourists. It will add to the GDP

of the country as well as adding to the overall tourism revenue.

The number of holiday tourists are less than VFR. Holiday tourists spend more

than VFR.

Domestic tourists tend to spend their money on transport, food and accommodation. They prefer social activities. Domestic tourists spend only 2% on visiting wildlife, culture and natural attractions.

How to increase the domestic tourism expenditure?

• take more trips • stay for a longer time at the destination • spend more on average during each trip • Introduce new products • Increase business travel • Effective use of tourism facilities

2. Increase domestic tourism volume (numbers):

This is about the increasing number of holiday travellers as well as the number of trips that domestic tourists take.

The tourism industry would like to change some of the VFR tourists to holiday tourists.

How to increase the domestic tourism volume?

• More advertising campaigns to raise awareness and to create a holiday travel culture.

• Use different types of media (radio, television, social media and print media) to get the people to WANT to travel.

• Change the interest of the people to go over to action to plan and book a trip.

• Encourage repeat visits • Promote short breaks and extended vacations by having packages

available. • Have strategies available like the Wild Card (SANParks)

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3. Address seasonality and geographical spread:

Activity 3: Study the picture and answer the following questions:

3.1 Do the pictures represent the same season?

3.2 What is the difference in number of people on the beach?

3.3 Does seasonality refer to the seasons of the year?

3.4 Will it be possible for the tourism establishments to close down during low season? Yes or No. Motivate your answer.

Domestic travel takes more place during the school holidays. This is called in season or peak season. Tourism destinations are very busy during these times and it is a good time for them to generate income. Unfortunately the opposite happens during the months/weeks when the schools are open. Not a lot of tourists will visit them. This is called out of season or off-peak season or low season. Some businesses even close down. The employees still needs to be paid and maintenance should still take place although only few tourists visit the establishment. This phenomenon is called seasonality.

How to address seasonality?

• Marketing of destinations during the low season times. • Marketing of areas not only specific businesses. • Special rates and packages. • Focus on the groups with very small children (not in school) or older people. • Conference facilities available with cheaper prices in off peak season.

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Activity 4: Geographical spread: Study the map that indicates the average number of tour operators per province and answer the following questions:

4.1 Which provinces have the least operators?

4.2 Which province has the highest number of operators? 4.3 Which province has the second highest number of operators?

4.4 How will this influence the number of tourists in the provinces?

The benefits of tourism cannot only be centralised in the Western Cape, KwaZulu Natal and Gauteng. The benefits should be spread evenly across the country – in all the provinces.

The trend is that people travel more in their home province (intra provincial). Fewer people travel to other provinces. (inter provincial).

How to address geographical spread?

• Special rates and packages in the provinces with less tourists • Mega events like music festivals, sporting events or religious gatherings can be

held in the less visited provinces. • There should be all-year round activities and events in the provinces • Develop and maintain facilities and infrastructure for easier access – especially in

remote areas. • Differentiated marketing – focus on specific groups of people, focus uniqueness

of the provinces. • Pre and post tours after events – increased length of stay

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4. Establish a culture of travel (habit) among South Africans:

A great number of people do not understand or see the need to travel. There should be awareness campaigns to motivate people to get away from home for a needed time of rest and relaxation.

How to establish a culture of travel?

• National Tourism Awareness campaign • Support to interprovincial educational tours • Develop and implement tourism awareness

campaigns and educational programmes (HDIs) • Train tourism product owners, employees and neighbouring communities. • Encourage incentives • Have effective tourism information centres • Fundi (equipping local travel consultants and the general public with knowledge

about the country) • Know your Country Campaign – awareness of the country • Responsible Tourism Town – emphasis on universal accessibility.

Activity 5:

5.1 Discuss why it is important to do segmentation of the tourism market.

5.2 Name the 5 segments of the DTGS.

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The 5 segments of the Domestic Tourism Growth Strategy

Segment plus Picture

Information

Spontaneous Budget Explorers

18 – 24 years old Middle to high income Disposable income of R5000/month All races and family situations 5 – 4 nights; 3 trips per year Spend about R1252 • Travel to discover new people, places and adventures. • Travel to get away from daily routines, add experiences and create fond

memories • Preferences: Weekend holiday filled with activities, want fun in new and

different surroundings. Like to meet new friends

New Horizon families

35 years and older Middle income group Disp income: R 5000-R10000 Black, Coloured and Indian families Married with children 5+ nights; 3 trips per year Spend R 1000+ • Travel to educate their children • Give them the opportunity to broaden their perspectives. • Get the opportunity to spend quality time with the family • Travel is a reward forhard work • They will travel more if they can use specials on flights and accommodation.

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High life Enthusiasts

25 to 45 years High income group Disposable income: R10000+ Black,Coloured and Indian singles Most without children 4.5 nights; 3 trips per year Spend: R 1200+ • Travel is a way to boost their social status. Like to experience finer things in life • Like to to activity filled holidays – not quiet weekend getaways • Domestic travel gives them the opportunity to enjoy invaluable and enviable

world class experiences. Quick and easy way.

Seasoned leisure seekers

25 to 45 years Middle and high income group Disposable income: R5000+ White without children 7+ nights; 4 trips per year Spend: R2000 • Travel is a way of life and a necessity • Grown up with regular holidays – know the value of travel experiences and

memories. • Travel is more important than commodities.

Well-to-Do Mzanzi families

25 to 45 years High income group Black, Coloureds and Indian Dependent children About 6 nights; 3 trips per year Spend about R 1700 • Travel is a way to escape the city. They can spend time with friends and falmily

in another location. • They travel to expose their children to a different way of life and activities. • They will travel more in SA if they can use specials on flights and

accommodation. • They break away from daily pressures to relax with family and friends