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Page 1: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

Germany Product Deck

Page 2: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 3: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 4: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 5: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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.

Page 6: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 7: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 8: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 9: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 10: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 11: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 12: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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?

Page 13: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 14: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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.

Page 15: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 16: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 17: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 18: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 19: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 20: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 21: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

How did they become aware of SA as a leisure

tourism destination?

Page 22: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 23: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

Where do they look for travel information on SA?

Page 24: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 25: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 26: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

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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

Page 28: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 29: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 30: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 31: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 32: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 33: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 34: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 35: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 36: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

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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)

Page 38: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 39: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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)

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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)

Page 41: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

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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

Page 43: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

Page 44: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

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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

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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

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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

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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

?

Page 49: Germany Product Deck. Slide no. 2 © South African Tourism 2010 Slide no. 2 © South African Tourism 2010 How long do they stay? Which provinces do they

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

?

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THANK YOU

Mashoto [email protected]

(011) 895 3175