germany product deck. slide no. 2 © south african tourism 2010 slide no. 2 © south african tourism...
TRANSCRIPT
Germany Product Deck
Slide no. 2 © South African Tourism 2010Slide no. 2 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 3 © South African Tourism 2010Slide no. 3 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 4 © South African Tourism 2010Source: 1CIA; Deepening Consumer Insights, 2006
Our target market comprises of about 14% of the population, which equates to around 12.8 million German travellers
Total Number of
People in Our Market
Positive Segments
= 3,877k 30%
= 12.8 million 100%
Total German population1
Adult population over the age of 14 years
Who have travelled abroad in the last 5 years
With the exclusions based on the sampling
plan
82.4 million(100% of total)
14.6 million(18% of total)
21.4 million (26 % of total)
64.1 million(78% of total)
12.8 million(14% of total)
People who meet new income floor
requirements
NSSA 1043 K
Wanderlusters 1088 K
Senior Explorers
667 K
Family Travellers
1078K
NSSA 1043 K
Wanderlusters 1088 K
Senior Explorers
667 K
Focus Segments
= 2,798k
Consumers: Target SegmentsDefining the Relevant Market
Slide no. 5 © South African Tourism 2010
But there are Two Core Segments in our international leisure focus
The other segment categories are pursued on a tactical or opportunistic basis only.
The ‘Next Stop South Africa’ (NSSA) segment The NSSA segment represents our traditional market. They are wealthier experienced international travellers, usually between the ages of 40 and 60 whose children (if any) have left home. They typically look for natural beauty and authentic cultural experiences. They prefer independent or small group travel, and look for luxury and comfort as part of their experience. Safety is a key consideration when choosing a new destination. Safari is a big draw-card when travelling to Africa.
The ‘Wanderluster’ Segment
The “Wanderluster” segment is made up of younger singles or couples between the ages of 25 and 40 and generally do not have children. They are young urban
professionals earning higher incomes, and they already have considerable travel experience. Their desired experience centres on nature, culture and adventure with a strong liking for “urban vibe”. While also concerned with
issues of safety and comfort, these consumers are driven more by the emotional appeal of a destination compared to the more practical NSSAs. They are generally more positive about South Africa in every market than any other
segment but they also want to travel the world.
Slide no. 6 © South African Tourism 2010
What Travel Means to Germans?
For Germans, travel is all about gathering life experiences that broaden their horizons and allows them to relax, far from their stressful lives
Source: Grail Research Analysis of focus group discussions in Germany
Travel allows Germans to gather life experiences
They cherish experiences that are unique and want things that are different from their daily routine
Germans begin to better appreciate the life and luxuries they have, once they have travelled and seen satisfaction of the locals in poorer countries
Gathering Life Experience
Broadening of Horizons
Breaking-Free Bragging Rights
Germans believe travelling broadens their horizons• Germans who
interact a lot with people from different culture, who have varied mentalities, usually develop greater tolerance towards other people
It gives them a new way of thinking and a new perspective towards life
Travel is seen as a way to escape from the stress of the work place, rules and regulations of Germany, and daily routines
Germans seek destinations that have beautiful landscape and where the environment is different from Germany, where they way of life is not as fast paced as in Germany
Travelling gives Germans the right to ‘Brag’ among friends, relatives, and family
The places they have been to are seen as badges on their sleeves
Travelling adds another dimension to their individuality, which they believe makes one more interesting as a person
Slide no. 7 © South African Tourism 2010
What Travel Experience is for Germans?
German travellers seek adventure, and enjoy planning and customizing their trips, to ensure that they experience the authentic local culture
Pushing the Boundaries
Seeking VarietyIndividualizing Trip
Immersing in the Local Culture
Travel for Germans is about pushing their boundaries
Germans are willing to go slightly outside their comfort zone/usual lives to experience something different, unexpected, or challenging
However, they avoid dangerous or life-threatening situations, when seeking adventure
Travel for Germans is about doing a varied set of activities
It includes gathering multiple unique experiences, and doing things they like
Germans like travelling to destinations that offer variety of landscape, animals, and activities
Germans want to plan their trip. They want to decide what activities they do, what they experience, and how they do it
Customization of the offering is key for them. They feel packaged tours are designed with a focus on tourist attractions and this will not allow them to interact with locals and have an authentic experience
Germans travel to get authentic, life enriching, unique experiences
To experience the local culture and mentality of the people, Germans travel off the beaten track
Travelling in local buses and exploring the flea markets is an integral part of their travel, along with trying local cuisines at local restaurantsSource: Grail Research Analysis of focus group discussions in Germany
Slide no. 8 © South African Tourism 2010
Travel Planning Process – Selection of a destination
Movies, travel brochures, magazines, and word of mouth inspire Germans to travel, who then research destinations and seek value for money options
Consideration Once Germans have shortlisted their dream destinations, they extensively research them They refer to multiple sources for information, such as reviews on the internet from past travellers, online
travel agencies, and travel agents
Inspiration It all starts with inspiration for Germans. They always have a list of ‘Dream Destinations’ in their mind
and shortlist countries to visit from this list The ‘Dream Destinations’ or the ‘Inspiration List’ is built through inputs from various sources of
inspiration such as word of mouth, movies, travel brochures, and magazines
Selection Germans weigh the perceived value they will get for the money they will spend to visit different
destinations, before finalizing the one that they travel to They are willing to visit destinations that are not at the top of their list of dream destinations , if they
get a ‘good offer’ They are open to multiple booking channels such as online, travel agents, and self-build holidays
Source: Grail Research Analysis of focus group discussions in Germany
Slide no. 9 © South African Tourism 2010
Germans’ Perceptions about South Africa
Germans perceive South Africa as offering a limited variety of options; however, those who visit the country are delighted and take home a positive image
Germans who have travelled to South Africa carry home positive memories from their trip
Sharing the travel experience and photographs post trips is a part of German society. German travellers to South Africa also do this, spreading a positive image about the country, through word of mouth
Positive Experience Sharing
Source: Grail Research Analysis of focus group discussions in Germany
Low Awareness
Germans have a low awareness about South Africa• They
primarily associate South Africa with safari, wine, and Cape Town, lacking awareness about the variety the country has to offer
Positively Surprised with the Variety on Offer
Germans who travel to South Africa are positively surprised by the variety on offer, especially the wildlife and the landscape
Germans who have not visited South Africa get intrigued and excited about the country when they are made aware of it, through channels such as word of mouth from past South Africa travellers
South Africa is perceived as an expensive destination by Germans. In addition, given their low awareness about the country, Germans believe that it is low value for money – as it is not an authentic African experience and has limited things to offer
Germans feel that their personal safety and security will be at risk in South Africa, and the African continent as a whole. This includes but is not limited to political instability and violence
Slide no. 10 © South African Tourism 2010
Variety of landscape, animals, and activities that South Africa offers attracts German tourists, along with friendly people, good service, and warm weather
Source: Grail Research Analysis of focus group discussions in Germany
South Africa’s variety in terms of its offering of different landscape, animals, and activities, attracts German tourists
Variety South Africa has sunny winters and warm summers. Germans want to
escape the cold and dark winters of Germany and South Africa provides a perfect getaway to them
Pleasant Weather
South Africa is well connected to Europe and Germany through direct flights, operated by reputed airlines
Direct Flights
South Africa has a time-zone overlap with Germany. Therefore travellers do not suffer from a jet lag while travelling to South Africa
Overlap in time zone
South African restaurants and hotels provide excellent service, when compared to Germany, making it an attractive option for Germans
Good Service
Germans want to explore a country’s culture and meet the locals. The open and friendly nature of South African thus attracts Germans to the country
Friendly People
Travel to South Africa – Drivers
Slide no. 11 © South African Tourism 2010
Low awareness about South Africa’s offerings and its perception as a non-authentic African experience, disincline Germans from travelling to South Africa
Source: Grail Research Analysis of focus group discussions in Germany
Germans are concerned about the safety and security situation in South Africa• Germans perceive South Africa as an unsafe country, and have negative
perceptions about the security in the country• Inability to move around freely, to experience the local culture and mentality of the
people, also makes visiting South Africa an unappealing choice for Germans
Security Concerns
Germans perceive South Africa as an expensive travel destination
• They believe it is expensive to travel to South Africa, and expensive to spend time in the country as well
• Germans rate South Africa as a poor value-for-money travel destination, since they believe the value they get for the amount they end up paying is less than what they can get elsewhere, such as Australia
Expensive
Germans travel to African countries, to experience the true African culture• However, South Africa comes across as too European in culture, and is perceived as
a non-authentic African experience
Non-Authentic Africa
Germans are not aware about South Africa, and its varied set of offerings• Many believe South Africa has little variety to offer and hence, refrain from visiting
the country
Lack of Awareness
Travel to South Africa – Barriers
Slide no. 12 © South African Tourism 2010
South AfricaCustomer Conversion — Total
South Africa Conversion Curve across waves — Total
Closure Ratio: Ratio of % of people who have visited the destination in last 18 months to % of people who have gathered the information about the destination in last 18 monthsCustomer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and 16b): Based on those that have traveled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all the questions the percentages are based on total respondents not the awareness base for the destination
0%
25%
50%
75%
100%
Total Awareness Likeability/Positivity
Consideration Plan to GatherInformation in Next
18 Months
Plan to Visit inNext 18 Months
Have GatheredInformation in Last
18 Months
Have Visited inLast 18 Months
Nov-11
Feb-12
Nov-12
Feb-13
Nov-13
(n=1,006) 69%Nov-11
Closure Ratio
(1 in 2.0)
(n=1,000)
(n=1,002)
(n=1,004)
(n=1,000)
70%
68%
68%
70%
36%
39%
34%
37%
37%
28%
28%
29%
29%
31%
15%
14%
14%
15%
17%
8%
9%
9%
9%
11%
17%
15%
15%
15%
17%
9%
8%
7%
6%
9%
Feb-12
Nov-12
Feb-13
Nov-13
(1 in 1.8)
(1 in 2.1)
(1 in 2.3)
(1 in 1.9)
Do they know us?
Do they like us? Do they
collect information about us?
Do they come?
Confidential
Copyright © 2010 Grail Research, LLC — ConfidentialSAT-Feb‘10-Germany-Longitudinal Deck 03-16-10 13
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 14 © South African Tourism 2013
AFRICA 5,125,523 arrivals 3.8% up from 2012
Central & South America
93,843 arrivals 6.6% up from 2012
North America
308,175 arrivals 4.3% up from 2012
Europe
1,012,595 arrivals 5.9% up from 2012
Asia
321,631 arrivals 9.9% up from 2012
Australasia
108,125 arrivals 3.1% up from 2012
Middle East
42,011 arrivals 2.5% up from 2012
Indian Ocean Islands
16,927 arrivals 10.6% up from 2012
Note : Tourist Arrivals figures shown above for Jan. - Sep 2013Source: Table A Tourist Arrivals Jan. - Sep 2013
7,044,339 arrivals 4.4% up from 2012
GRAND TOTAL
Tourist arrivals to South Africa for January to September 2013 grew by 4.4% over 2012 to reach 7,044,339. All regions showed positive growth.
Slide no. 15 © South African Tourism 2013
Tourist arrivals to South Africa from Europe, Jan. - Sep. 2013
There was 5.9% increase in tourist arrivals from Europe in this period was mainly contributed by Germany with 24,819 more tourists compared to same period in 2012. UK had slowest growth but still remains the biggest contributor.
Source: Table A Tourist Arrivals Jan. - Sep. 2013
Europe Belgium France Germany Italy Netherlands Sweden UK Other Europe
2012 956,174 29,710 84,842 173,167 45,502 78,453 24,662 310,803 209,035
2013 1,012,595 31,319 91,327 197,986 48,983 80,515 26,244 311,705 224,516
Difference 56,421 1,609 6,485 24,819 3,481 2,062 1,582 902 15,481
% Change 5.9% 5.4% 7.6% 14.3% 7.7% 2.6% 6.4% 0.3% 7.4%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Tou
rist
Arr
ivals
Slide no. 16 © South African Tourism 2010
There are clear peaks in March and November.
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Arr
iva
ls 2009
2010
2011
2012
2013
2009 17,662 20,494 19,667 15,490 9,550 6,912 10,638 12,838 13,889 23,300 25,396 20,807
2010 18,987 21,863 24,432 10,695 6,315 14,413 14,258 14,445 16,291 24,895 26,228 22,978
2011 21,313 23,521 22,680 18,626 10,552 9,204 13,122 15,760 18,563 28,634 29,849 23,950
2012 22,451 25,878 29,439 18,694 12,928 9,386 14,981 17,239 22,171 31,080 34,444 27,642
2013 24,452 31,546 35,495 19,190 14,178 10,275 15,649 21,712 25,489
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: StatsSA, Tourism & Migration release
Arrivals from Germany January to December, 2009 to 2013
Slide no. 17 © South African Tourism 2010
The majority of German tourists travel to SA for holiday, with a growing number coming for business
Germany Arrivals by ‘Purpose of Visit’
Nu
mb
er
of
arr
ivals
(Th
ou
san
ds) 102
30
5
23
108
32
6
28
109
43
6
30
112
57
19 22
0
20
40
60
80
100
120
Holiday Business traveller Business tourist VFR
2009 2010 2011 2012
Note: Blank data indicates sample size lower than 20.Source: SAT Departure Survey Combined Dataset, 2003 – 2010
Slide no. 18 © South African Tourism 2010
German tourists that travel to South Africa book for themselves independently.
Germany Arrivals by ‘Package’
Nu
mb
er
of
arr
ivals
(Th
ou
san
ds)
25 23
123
32 29
127
30 28
144
34
46
150
0
20
40
60
80
100
120
140
160
Fully inclusive Package Package Independent
2009 2010 2011 2012
Source: SAT Departure Survey Combined Dataset, 2003 – 2010
Slide no. 19 © South African Tourism 2010
TFDS (excl. capex) from Germany grew by 14% from 2009 to 2012, and by 38% compared to 2011.
TFDS (excl. Capex) to South Africa , 2009 - 2012
Source: SAT Departure Survey 2003 -2010
2,1451,996
2,306
3,179
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2009 2010 2011 2012
ZA
R (
Mn)
2012Average expenditure in SA –
R13,800Average Prepaid Expenditure –
R21,300
20 Copyright © 2010 South African Tourism
Slide no. 20 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
How did they become aware of SA as a leisure
tourism destination?
Slide no. 22 © South African Tourism 2010
South AfricaSources of Awareness
How Did You First Become Aware of South Africa as a Leisure Travel Destination
Based on respondents who were aware of South Africa as a leisure travel destination (n=703)
20% 30% 28% 31%
24% 32% 33% 31%
18% 20% 19% 22%
- 17% 20% 21%
17% 20% 16% 19%
- 15% 15% 13%
11% 10% 10% 12%
8% 11% 8% 11%
7% 5% 6% 7%
7% 9% 10% 8%
5% 7% 7% 8%
6% 7% 8% 6%
3% 4% 4% 5%
2% 2% 2% 2%
2% 1% 1% 2%
2% 3% 2% 2%
3% 3% 2% 3%
1% 2% 3% 3%
- 1% 2% 2%
1% 1% 2% 1%
5% 4% 4% 3%
Nov-11 Feb-12 Nov-12 Feb-13
(n=690) (n=704) (n=684) (n=687)
Sources of Awareness (Q33a/b): How did you FIRST become aware of South Africa as a leisure destination? (Select all that apply). Please rank the order in which each of these sources contributed to you FIRST becoming aware of South Africa as a leisure destination. (Please select one response per column)Note: Few answer options were added/modified in Feb-12 wave; for these options there is no data in the past waves.
Nov-13
TM
22%
18%
7%
8%
7%
6%
3%
4%
3%
2%
2%
8%
11%
11%
10%
10%
8%
7%
7%
5%
6%
5%
3%
5%
30%
29%
18%
18%
17%
14%
11%
11%
8%
8%
7%
4%
3%
2%
2%
1%
5%
0.4%1%
1%
1%
1%
6%
1%
1%
1%
1%
1%
1%
1%2%
2%
2%
1%
1%
3%
3%
7%
0% 16% 32%
Recommended by a friend/colleague/family member
Saw a show on television show casing South Africa
Read a magazine article describing South Africa
Read/heard about South Africa during the 2010 FIFA World Cup
Saw locations of South Africa in a movie
Read about South Africa in a travel book/travel magazine
Read an article on a w ebsite describing South Africa
Saw a television advertisement
Heard about South Africa from a travel agent
Saw an advertisement in a magazine
Used a search engine
Visited a friend/family member w ho stays in South Africa
Airline advertised the location
Went for a specif ic recreational purpose
Read about or saw photos of South Africa on community sites
Saw an advertisement at the cinema
Had previously visited South Africa for business
South Africa w as part of a travel package
Attended a sports event
Went for a specif ic event (e.g., w edding, concert etc.)
Other (please specify)
First Mention
All Other Mentions
Where do they look for travel information on SA?
Slide no. 24 © South African Tourism 2010
South AfricaInformation Sources
Sources of Travel Information (based on those who have sought leisure travel information on South Africa in the past 18 months)
18%
9%
7%
9%
4%
5%
4%
6%
6%
4%
3%
3%
3%
34%
30%
30%
26%
25%
21%
21%
18%
17%
16%
16%
16%
15%
9%
9%
8%
7%
5%
5%
5%
7%2%
2%
1%
2%
5%
2%
2%
1%
46%
0% 12% 24% 36% 48%
Used a search engine
Read about the location in a travel book/travel magazine
Saw a show on television show casing the country
Recommended by a friend/colleague/family member
Read in a travel brochure about the country
Visited the country’s w ebsite
Read an article on a w ebsite describing the country
Read a magazine article describing the country
Informed by travel agent
Airline advertised the location
Saw locations of the country in a movie
Searched for information about a recreation activity
Read a new spaper article describing the country
From an advertisement in a magazine/new spaper
Read about or saw photos of the country on community sites
From a television advertisement
Location w as part of a travel package
Searched for info about a specif ic event taking place in a country
Was visiting a friend/family member w ho stays in that country
Saw an advertisement at the cinema
Searched for info about a sports event taking place in the country
Others
First Source Used
Total Mentions
(Q16c/d): Which of the following was the FIRST source of information that you used when you began seeking leisure travel information about these countries? (Choose one). What other sources have you used to obtain leisure travel information in the past 18 months? (Select all that apply)Note: Few answer options were added/modified in Feb-12 wave; for these options there is no data in the past waves.
Based on respondents who have sought leisure travel information on South Africa in the past 18 months (n=173; 17% of all respondents)
38% 41% 39% 34%
- 32% 36% 40%
24% 29% 29% 32%
22% 30% 29% 30%
22% 28% 30% 32%
26% 25% 28% 25%
19% 23% 27% 21%
20% 29% 25% 28%
17% 18% 16% 22%
6% 5% 7% 7%
14% 16% 12% 16%
17% 13% 18% 20%
11% 17% 17% 20%
- 11% 12% 15%
- 5% 7% 9%
8% 5% 2% 6%
6% 6% 7% 5%
7% 4% 5% 5%
6% 5% 8% 8%
3% 3% 4% 1%
8% 8% 7% 6%
7% 10% 10% 9%
Nov-11 Feb-12 Nov-12 Feb-13
(n=172) (n=150) (n=148) (n=148)
Nov-13
25 Copyright © 2010 South African Tourism
Slide no. 25 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 26 © South African Tourism 2010
Germans generally stay in all types of accommodation, opting for value for money, 3 – 5 star accommodation.
Bednights spent in South Africa by accommodation type, 2009 and 2012
Num
ber
of
arr
ivals
(Thousa
nds)
Source: SAT Departure Survey Combined Dataset, 2003 – 2010
544
803
536 535
263 259
158
519
837
537
686
241 237
140
627
810
666
876
324
256
149
772
711
508457
351307
181
0
100
200
300
400
500
600
700
800
900
1,000
Hotels VFR Guesthouse Self Catering Backpacker Bed&Breakfast Game Lodge
2009 2010 2011 2012
27 Copyright © 2010 South African Tourism
Slide no. 27 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 28 © South African Tourism 2010
Length of Stay by Year, 2009–2012
The average length of stay for Germany tourists has decrease to 17 nights and the most common length of stay to 10 days.
Nig
hts N
igh
ts
Average Length of Stay
Most Common Length of Stay
2009 2010 2011 20120
5
10
15
20
25
20 20 20
17
2009 2010 2011 20120
5
10
15
20
25
13 13 13
10
Slide no. 29 © South African Tourism 2010
Most Germans stay longer in SA when they are here on holiday or visiting friends and relatives.
Average Length of Stay by Purpose of Travel, 2009 - 2012
Len
gth
of
Sta
y
17
14
10
19
15
13
8
19
16
12
10
18
16
9
7
17
0
2
4
6
8
10
12
14
16
18
20
Holiday Business traveller Business tourist VFR
2009 2010 2011 2012
Note: Blank data indicates sample size lower than 20.Source: SAT Departure Survey Combined Dataset, 2003 – 2010
30 Copyright © 2010 South African Tourism
Slide no. 30 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 31 © South African Tourism 2010
The Gauteng and Western Cape were the most visited provinces…
Northern Cape
Western Cape
Eastern Cape
Free StateKwaZulu
Natal
North West
Gauteng
Mpumalanga
Limpopo
Percentage of visitors travelling to each
province
Less than 10%10%–30%30%–50%50%–70%Over 70%
Percentage of German Visitors Travelling to Each Province
32%
3%
3%
15%
3%
2% 22%
21%
73%
Northern Cape
Western Cape
Eastern Cape
Free StateKwaZulu
Natal
North West
Gauteng
Mpumalanga
Limpopo
36%
2%
4%
14%
2%
1% 14%
17%
61%
20122011
Slide no. 32 © South African Tourism 2010
…and most Germans spend nights in Western Cape and Gauteng
Northern Cape
Western Cape
Eastern Cape
Free StateKwaZulu
Natal
North West
Gauteng
Mpumalanga
Limpopo
Percentage of Total Nights Per Province by German Visitors
13%
Percentage of Nights Per Province by Visitors
(2010–2011)
0%–5%5%–10%10%–15%15%–25%Over 25%
2%
10%
2%
5%
0%
1%7%
60%
Northern Cape
Western Cape
Eastern Cape
Free StateKwaZulu
Natal
North West
Gauteng
Mpumalanga
Limpopo
18%
1%
10%
2%
6%
1%
1%6%
56%
20122011
33 Copyright © 2010 South African Tourism
Slide no. 33 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 34 © South African Tourism 2010
Activities undertaken while in South Africa, 2012
Outside of nightlife and shopping, the Germans enjoy visiting natural attractions, wildlife and the beach
69%
62%
56%
44% 42%
33% 33%
25%22%
18%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Nightlife Shopping Visitingnatural
attractions
Wildlife Beach Business Cultural,historical
andheritage
Social Adventure Themeparks
Num
ber
of
arr
ivals
35 Copyright © 2010 South African Tourism
Slide no. 35 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 36 © South African Tourism 2010
South African TravelReasons for Visiting South Africa for Leisure
Reasons for Visiting South Africa (based on those who have visited South Africa for leisure in the past 5 years)
51%
41%
29%
29%
24%
21%
20%
20%
19%
17%
17%
12%
12%
8%
7%
5%
4%
3%
2%
0% 25% 50% 75%
To see the scenery/beauty
To experience a different culture
To fulfill a dream
To go on safari
Engage in a variety of activities
Good value for money
Warm climate
My friends/family recommended it
Friendly people
To see the change since apartheid/see historic sites
For the food and wine
My travel agent recommended it
To visit friends/relatives
Saw a special offer
I went as a part of a tour group
To attend a sports event
Someone else chose the destination
Combined with a business trip
Other (please specify)
Reasons for Visiting South Africa (Q35a): Why did you choose to visit South Africa as a destination for leisure purposes? (Select all that apply)Note: Few answer options were added/modified in Feb-12 wave; for these options there is no data in the past waves.
Based on those who have visited South Africa for leisure in the past 5 years (n=185; 19% of all respondents)
54% 63% 57% 61%
39% 46% 44% 48%
30% 31% 34% 39%
41% 43% 33% 39%
30% 30% 28% 31%
- 18% 18% 24%
21% 31% 22% 29%
21% 23% 21% 30%
23% 21% 21% 28%
21% 21% 20% 17%
- 18% 14% 20%
7% 6% 9% 10%
14% 15% 17% 11%
9% 8% 7% 9%
11% 10% 9% 9%
- 6% 6% 7%
2% 5% 4% 3%
7% 5% 4% 5%
4% 6% 4% 4%
Nov-11 Feb-12 Nov-12 Feb-13
(n=168) (n=179) (n=163) (n=137)
Nov-13
Slide no. 37 © South African Tourism 2010
South African TravelEncourages Future Visitation
Nov-11 Feb-12 Nov-12 Feb-13 Nov-13 What Would Encourage First Time* Visitation
(n=412) (n=422) (n=398) (n=393) (n=390)
Special offer on flights 36% 44% 30% 38% 36%
Special offer on safari 25% 29% 25% 27% 28%
Special offer on hotels 25% 26% 19% 26% 26%
Chance to explore "off the beaten path" 27% 27% 25% 23% 24%
Use South Africa as a base to visit surrounding countries 20% 19% 18% 14% 19%
See friends/family 10% 8% 7% 8% 9%
If South Africa hosts a major sporting event 2% 3% 3% 5% 2%
Other (please specify) 6% 6% 6% 5% 5%
Nothing would make me want to return 16% 11% 19% 18% 19%
Encourage Visitation (Q40): What, if anything, would encourage you to visit South Africa for leisure purposes in the future? (Select all that apply)* Have not been in the last five years
Based on those who have not visited South Africa in the past 5 years and do not intend to in the future
Encourage Visitation to South Africa (based on those who have not visited South Africa for leisure in the past 5 years and do not intend to in the future)
38 Copyright © 2010 South African Tourism
Slide no. 38 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 39 © South African Tourism 2010
South African TravelMost Memorable Aspects of Leisure Visit to South Africa
Nov-11 Feb-12 Nov-12 Feb-13 Nov-13 Most Memorable Aspects
(n=168) (n=179) (n=163) (n=137) (n=185)
The scenic beauty 59% 68% 62% 68% 58%
The wildlife/game parks/safari 61% 65% 53% 67% 57%
Hospitality and friendly people 37% 44% 40% 45% 34%
The culture & heritage experience 27% 32% 28% 31% 31%
The cuisine 26% 33% 23% 28% 26%
Variety of things to do - 22% 27% 32% 24%
Good service 14% 15% 23% 21% 21%
The quality of accommodation - 20% 18% 28% 20%
Value for money experience 15% 23% 23% 19% 19%
Visiting family/friends 11% 8% 14% 11% 12%
Good for shopping 10% 9% 9% 17% 8%
Good infrastructure 10% 6% 8% 10% 8%
Other (please specify) 2% 3% 1% 1% 1%
Nothing specific 4% 1% 2% 3% 2%
Based on those who visited South Africa for leisure purposes in the past 5 years
Memorable Aspects (Q38): What was the most memorable or enjoyable aspect of your leisure visit(s) to South Africa for leisure purposes? (Select all that apply)Note: Few answer options were added/modified in Feb-12 wave; for these options there is no data in the past waves.
Memorable Aspects of Visit to South Africa (based on those who visited South Africa for leisure in the past 5 years)
Slide no. 40 © South African Tourism 2010
South African TravelUnpleasant Aspects of Leisure Visit to South Africa
Nov-11 Feb-12 Nov-12 Feb-13 Nov-13 Most Unpleasant Aspects
(n=168) (n=179) (n=163) (n=137) (n=185)
Poverty / beggars - 30% 27% 34% 33%
I felt unsafe 31% 24% 27% 26% 23%
The long travel time to get to South Africa 15% 22% 24% 23% 22%
Expensive 5% 8% 11% 14% 10%
Poor signage/road signs 14% 11% 9% 15% 10%
I was a victim of theft/robbery/crime/violence 6% 7% 6% 6% 8%
Quality of accommodation - 4% 7% 12% 5%
Poor service in general 8% 6% 6% 6% 5%
Unfriendly people 3% 4% 4% 4% 5%
Poor airport service 12% 9% 12% 4% 3%
Other (please specify) 2% 1% 1% 1% 1%
Nothing specific 25% 27% 25% 28% 29%
Unpleasant Aspects (Q39): What, if anything, was unpleasant during your leisure visit(s) to South Africa for leisure purposes? (Select all that apply)Note: Few answer options were added/modified in Feb-12 wave; for these options there is no data in the past waves.
Based on those who visited South Africa as a tourist in the past 5 years
Unpleasant Aspects of Visit to South Africa (based on those who visited South Africa for leisure in the past 5 years)
41 Copyright © 2010 South African Tourism
Slide no. 41 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 42 © South African Tourism 2010
AwarenessMarketing Communication
Marketing Communication of South Africa and Australia (based on aided advertising brand recall)
33%
26%
20%21%
37%
25%
18%21%
28%30%
18%
24% 25%
28%
22%25%
0%
25%
50%
Less than 3months ago
3 to 6 monthsago
6 months to 1year ago
More than ayear ago
Less than 3months ago
3 to 6 monthsago
6 months to 1year ago
More than ayear ago
Feb-13 Nov-13
Marketing Communication (Q10a): When did you last see any marketing communication for the following international destinations for leisure purposes? Note: This question is added in Feb-13 wave; there is no data in the past waves
(n=543)
(n=605)
South Africa Australia
South Africa (n=567)
Australia (n=631)
Based on aided advertising brand recall
43 Copyright © 2010 South African Tourism
Slide no. 43 © South African Tourism 2010
How long do they stay?
Which provinces do they visit?
How do they plan their trip?
What experiences do they want to have?
Where do they stay?
How many visitors do we get?
What do they say after they leave SA?
What are the product guidelines? ?
How many potential tourist are out there?
What does SAT do to encourage travel?
What do they do when in SA?
Overview
Slide no. 44 © South African Tourism 2010
Typical day when on a leisure trip to SA
On holiday German tourists would want to get up early so they can see as much as they can (08h00)
• -Its only at the end of the trip that they would need a few days at the end of their holiday to relax
• -They would go straight to breakfast (they are not likely to gym in the morning on holiday)
• They would rather spend their time seeing the destination
• Breakfast• Continental breakfast is good (with teas /
freshly brewed coffees [no instant coffee] / juices)
• Ham /bacon and eggs• Breakfast is quick in Germany• In SA they like to have a more leisurely
breakfast but not for 2 hours – but slightly more relaxed than home (about 40 mins)
• they are generally happy with SA breakfasts • similar to the range in Germany when booked
in to a hotel•
Mornings
Slide no. 45 © South African Tourism 2010
Typical day when on a leisure trip to SA
• -Lunch is around12h00 - 13h00• -They prefer a Quick lunch or sometimes even a
sandwich to go especially when they are on tour• - they are very happy to try the local beer• -They are very curious• - if they are on a self drive tour – then they will
not drink alcohol during lunch time
Afternoons
Slide no. 46 © South African Tourism 2010
Typical day when on a leisure trip to SA
• -Dinner will be their biggest meal (19h00)• -Dinner is enjoyed at leisurely pace• - They prefer to go to a restaurant (not
hotel)• -They would prefer an area where they can
walk from place to place• -They want to experience meals that are
typically SA eg • Springbok• Game• Ostrich• Baboetie• Indian food – Durban
• At dinner, they would drink more • Beer• Wine• SA beer and wine
Evenings
Slide no. 47 © South African Tourism 2010
Typical day when on a leisure trip to SA
• NSSA – would go for nice dinner – in a more relaxed atmosphere
• WL – might go clubbing afterwards – they would ask at the reception / travel guides / internet (good idea if hotels could recommend the in places to go out and are also able to book for them)
• WL - If they are not going clubbing – they would be back at 11pm -12pm. At dinner they would take their time and have an after dinner drink.
• NSSA’s would be back at 11pm – they would go for drinks and dinner
Evenings
Slide no. 48 © South African Tourism 2010
Typical day when on a leisure trip to SA
• -Germans like to do “people watching” they like to see people walk by – “that’s typical German”
• -Always on time• -They want to know a lot
• The guide that is used must – must know alot about the country as German tourist will ask lots of questions
• NSSA – they would prefer that the guide is German speaking
• For WL English is OK - but German is preferred • When communicating with Germans in Germany – they
would prefer German over English• -They are very curious on holiday: they want to know
how people live; they would like to talk to staff in hotels (as soon as the staff talk to them they get curious and the barrier is broken)
• -They want to experience “typical” SA things / a unique SA experience
D E
L I G
H T
T H
E M
?
Slide no. 49 © South African Tourism 2010
Typical day when on a leisure trip to SA
• -Its all about the explanation that they are given for e.g. if they are given a “traditional beer "to drink – explain when this is typically drunk and link a story with it
• On a game drive, of they have a local ranger – that will be something special – because for them its a real SA experience
• Things that would delight German tourists:• -Give them a SA cocktail menu to take home (so they
can make SA cocktails at home)• - Tell them typical SA stories / myths / legends – give
them a copy to go home with• -Give them typical SA recipes – so they can take the SA
experience home with them.• -Make it easy for them to find restaurants / places to go
out – have a knowledgeable front desk – provide them with transport if need be
• - Apply environmental conscious business practices e.g. separate waste & encourage recycling, stop engines of coaches and cars when waiting for passengers, fresh towels only on request, save power etc.
• •
D E
L I G
H T
T H
E M
?