South African Tourism – Destination marketing

Sep.08, 2009

Roshene Singh

2 Copyright © 2008 South African TourismThe Marketing Tourism Growth Strategy 2008 – 2010, May 2008

Tourism Growth

Strategy

Quality

assurance

Quality

assurance

Transport Transport

Skills & Service Levels

Skills & Service Levels

Marketing &

Branding

Marketing &

Branding

Product and

SMME

Product and

SMME

Safety Safety

Incentives

and Investment

Incentives

and Investment

1. Tourism Enterprise Programme with DEAT

8. Safety and Security, Department of Health, Department of Transport

2. South African Tourism

3. Tourism Grading Council, Register of Guides (DEAT and provinces)

6. Theta and DEAT

5. Department of Transport (land and air)

4. The dti

TransformationTransformation7. TECSA and DEAT

The success of delivering the mandate of tourism lies in different areas – together they form the Tourism Growth Strategy

Mandate and Key Strategic Objectives is the Vision for Tourism

Sustainable GDP GrowthSustainable GDP Growth

Sustainable job creationSustainable job creation

Redistribution and transformation

Redistribution and transformation

The Tourism Act’s mandate to SA Tourism is ...

. . . through six key objectives . . .

. . . by acting in a focused way to . . .

Understand the marketUnderstand the market

Choose the attractive segments

Choose the attractive segments

Market the DestinationMarket the Destination

Facilitate the removal of obstacles

Facilitate the removal of obstacles

Monitor and learn from tourist experience

Monitor and learn from tourist experience

Facilitate the product platformFacilitate the product platform

Increase in tourist volumeIncrease in tourist volume

Increase in tourist spendIncrease in tourist spend

Increase length of stayIncrease length of stay

Improve geographic spread

Improve geographic spread

Improve seasonality patterns

Improve seasonality patterns

Promote transformationPromote transformation

SA Tourism is responsible for branding and creating awareness - tourism service providers are responsible for the experience delivery

SAT Portfolio: Core and Tactical Markets

Australia

Canada

France

Germany

Italy

Netherlands

UK

United States

Japan

Sweden

China (Incl. Hong Kong)

Mozambique

Namibia

Swaziland

Switzerland

Zambia

Zimbabwe

Angola

Belgium

Botswana

India

Lesotho

Malawi

Austria

Brazil

Ireland

Kenya

Malaysia

New Zealand

Nigeria

These countries account for 18% of arrivals, but 40% of revenue

Awareness created by marketing

campaigns of industry

Awareness created by SAT

marketing campaigns

Channels: Tour operators, Internet, etc

Transport:Airline, rail, car, ship

The South African Tourism

Product Offering

Awareness and desire

Delivery and Experience

1. THESE ARE GOVERNMENT

LEVEL CHOICES

Source: Monitor Group

2. THESE ARE COMPANY- LEVEL CHOICES

Copyright © 2008 South African TourismThe Marketing Tourism Growth Strategy 2008 – 2010, May 2008 5

Portfolio Review 2008-2010

The most recent portfolio review was conducted in 2007, and produced the following portfolio for the period 2008 to 2010: Given that 60% of all arrivals to South Africa come from five neighbouring states, and that we enjoy dominant share in these markets, the strategy for SADC is principally a ‘defend strategy’ (i.e. retain existing tourists and extract additional value from them). Outside of SADC, however, there is scope to attract smaller high-end leisure volumes which in the long term provide opportunities for growth, especially from East and West Africa.For countries outside of Africa, the focus for South Africa is to leverage all the growth drivers – defend current share and aggressively pursue new growth opportunities. The overseas portfolio is focused on countries and markets that are the most attractive from a volume and value perspective, and from which South Africa can get the greatest yield in the short-to medium-term. In these markets our core challenge is to build awareness and positive perceptions of South Africa as a leisure destination, and to ensure that our information and sales strategies are able to follow through by ‘closing the deal’ and that the consumer travels to South Africa.It is against the different nature of the growth challenges in each of these domains that SA Tourism has invested in-depth market research in order to ensure that our marketing efforts are focused on the highest-yield consumer segments (who are interested and positive about our country), and against the drivers of growth that are appropriate in each chosen market. To date, SA Tourism has segmented most focus markets.

SA Tourism portfolio 2008 – 2010: The domestic market is a core market that forms the base on which the tourism growth is built

Countr

y M

anager

Port

folio

Manager

Sta

keh

old

er

Manag

er

Glo

bal

Chann

el M

an

ag

er

Responsibility AFRICA AMERICAS & the

UKASIA & AUSTRALASIA EUROPE

CORE MARKETS

BotswanaDomestic

KenyaNigeria

USAUK

AustraliaIndia

FranceGermany

Netherlands

INVESTMENT MARKETS

AngolaDRC

MozambiqueZimbabwe

Canada China (incl. Hong Kong)Japan

Italy Sweden

TACTICAL MARKETS

GhanaLesotho

Swaziland Tanzania

Ireland Singapore Switzerland

WATCH-LIST MARKETS

EgyptNamibia

UAE

Brazil MalaysiaNew ZealandRep of Korea

AustriaBelgiumDenmarkNorwaySpain

STRATEGIC IMPORTANCE

Bahrain, Oman, Qatar, Saudi Arabia

STRATEGIC LINKS/HUBS

Ethiopia, Zambia, Senegal

Argentina Thailand Greece

Market Overview

Arrivals to South Africa for 2009 grew by 0.8% over the same period in 2008 to reach 4,014,065. This slow growth was largely driven by a decline of 11.7% in Overseas markets.

AFRICAAFRICAAFRICAAFRICA

3,145,695 arrivals 4.6% up from 2008

3,145,695 arrivals 4.6% up from 2008

Central & South AmericaCentral & South America

24,721 arrivals 4.2% down from 2008

24,721 arrivals 4.2% down from 2008

North AmericaNorth AmericaNorth AmericaNorth America

118,966 arrivals 12.4% down from 2008

118,966 arrivals 12.4% down from 2008

EuropeEuropeEuropeEurope

543,364 arrivals 12.9% down from 2008

543,364 arrivals 12.9% down from 2008

AsiaAsiaAsiaAsia

83,436 arrivals 6.7% down from 2008

83,436 arrivals 6.7% down from 2008

AustralasiaAustralasiaAustralasiaAustralasia

43,354 arrivals 8.0% down from 2008

43,354 arrivals 8.0% down from 2008

Middle EastMiddle East

16,962 arrivals 8.5% down from 2008

16,962 arrivals 8.5% down from 2008

Note : Arrivals figures shown above for May 2009Source: Table A May 2009

May 2009

7,893 arrivals 0.2% down from 2008

7,893 arrivals 0.2% down from 2008

Indian Ocean IslandsIndian Ocean Islands

Copyright © 2008 South African Tourism9

Arrivals increased by 0.8% in 2009 compared to 2008. This increase was driven by an increase in Africa Land, while all other markets decreased.

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

2008 3,983,061 129,007 2,905,048 161,550 136,552 623,898 27,006

2009 4,014,065 127,645 3,042,905 143,687 126,790 543,364 29,674

Difference 31,004 -1,362 137,857 -17,863 -9,762 -80,534 2,668

% change 0.8% -1.1% 4.7% -11.1% -7.1% -12.9% 9.9%

Grand Total Africa - Air Africa - Land AmericasAsia &

AustralasiaEurope Unspecified

Arr

ivals

Arrivals to South Africa by Region, January to May

Source: Table A May 2009

Australia saw approximately 2,281,600 arrivals from January to May 2009 compared to South Africa’s 4,014,065 arrivals. Australia saw a slight decline while South Africa recovered slightly.

Arrivals to Australia & South Africa *

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Jan

05

Mar

05

May

05

Jul

05

Sep

t 05

Nov

05

Jan

06

Mar

-06

May

-06

Jul-

06

Sep-

06

Nov

-06

Jan-

07

Mar

-07

May

-07

Jul-

07

Sep-

07

Nov

-07

Jan-

08

Mar

-08

May

-08

Jul-

08

Sep-

08

Nov

-08

Jan-

09

Mar

-09

May

-09

Australia

South Africa

Arr

ivals

Source: Visitor arrivals, ABS; Table A May 2009

AUSTRALIA SOUTH AFRICA

2008 to 2009 -1.2% 0.8%

YTD growth

Strategy in Action

It’s our unique combinations of People, Place, Culture, diversity and ubuntu that makes South Africa so different – so breakthrough – so Possible

Natural & PhysicalPEOPLEPEOPLE

Cultural & Historical

EXPERIENCEXPERIENCESES

WE MARKETWE MARKET

EXPERIENCEXPERIENCESES

WE MARKETWE MARKET

DIVERSITY POSSIBILITY UBUNTUC

ULT

UR

EPE

OPLE

Boundary BreakersFresh/ Young/Winning Spirit

Can Do Ness/CreativityBeat/Fun

InnovationFreedom

Embracing/HelpfulCamaraderie

Hospitality/InclusivenessWelcoming/Show/Engage

Close encounters/Community Tourism

Vibrancy/EnergeticAdventurousness

Strength in DiversityRainbow NationColorful + Fun

Risk taking

Europe/Africa/EastMany Languages,

Traditions/LegendsCultural Fusion

Cross cultural (old + new)Cultural Richness

PLA

CE

Mile wide. Mile deepReal wild to pamperingDiverse Flora + Fauna

Diverse Icons‘Breathtaking’

World ClassDiscovery/UntouchedTrans frontier Parks

Urban VibePampering/Affordable Luxury

New PerspectivesProgressive CultureAfrica’s Call/Beat

Enrichment/GrowthAfrican Renaissance

Eco TourismConservation of biological

+ cultural diversityLocal culture, flora + fauna

are main attractionsNew ways to live

Cultural FusionUnity/Reconciliation

South Africa’s HumanityRealness/Authenticity

Soul of Africa

Unique combinations

“So much to do! So much to tell. I felt there was the broadest range of experiences available to me, I have the freedom to choose for myself how, what and when I will

partake from the widest variety of inspiring new and different ways”

MEMORABLE

"Its all about breaking my routine, experiencing something out of the

ordinary - Out of My World”

ADVENTURE + FUN

“I desire an experience that I can own, something that allows me to grow as person, opens something in me and makes me feel bigger”

ENRICHING

“WOW, unbelievable, beyond spectacular”

BREATHTAKING

PEOPLEPLACE

“It’s the people that make the holiday, if they support me,

engage me and show me their world”

WELCOME

“Being in the natural world is so refreshing, I felt connected. In some places they have ensured that it is

unspoilt, untouched, unadulterated“

NATURE + WILDLIFE

POSSIBILITYDIVERSITY UBUNTU

Our vision = your ideal holiday

CULTURE

“ I seek to be moved by something interesting about a country and its

people, less from the "touristy" sites and monuments but more from enjoying the local culture and

contemporary lifestyle“

CUSTOMS + LIFESTYLES

Overview of the SAT Brand Strategy – Brand AudiencesSAT has conducted extensive research with target audiences aimed at:

- Identifying key attractions/experiences.- Identifying segments with the most traction for our brand.- Discovering the insights that motivate behaviors and experiences in

those individuals.- Finding common ground between segments to develop a center of

gravity for marketing – a focal point for the brand.

Employees Investors

Consumer Target

Segment #1

ConsumerTarget

Segment #2

PressTrade Partners

Centre Centre ofof

GravityGravity

Centre of Gravity Rationale

- COG allows us to connect effectively with multiple stakeholders.

- Focal point renders the brand more inspirational to audiences and more attractive.

Overview of the SAT Brand Strategy – Brand Audiences

WANDERLUSTERNSSA

CENTRE OF GRAVITY

Well travelled, worldly

Independent

Travellers not touristsTravel is a state of

mindEssential part of life

Global citizensTravel to expand

knowledge, to evolve

Intimate engagementHigh quality interesting

experiences

Maintain control over decisions, travel and

own destiny

Consumer Insight

“I see myself as a traveller; an explorer who wants the excitement of new and different experiences, but on my terms. Continually

exploring through travel lets me expand my world.”

Creative Insight

The mark of great travellers are the stories they bring home.

Big Idea

Come and Create Your South African Story.

Resonance with Essence

Breaking New Ground

Positioning Statement

South Africa – “It’s Possible”

Driving our creative idea across our consumer & trade platforms

Meetings Africa

Come and CreateYour South African

Story

EUROSPORT

“Stories from SA sports Icons.”

Positioning SA as an event and leisure destination.

CNN

“My South Africa.”

Consumers upload & create their own gallery of

experiences,images & videos – “My SA experience page” with an

itinerary function

NAT GEO

“Though the Camera’s Lens”

Authentic, breakthrough South African experiences.

BBC

“South African Odyssey’s/Journeys.”

Creating and winning the ideal SA story-journey.

NEWSCORP

“Leverage 2010 FIFA World

Cup”

Driving our creative idea with our Global Media Partners

Why is our WOM so important in our Marketing Strategy?

Safety & Security and Value for Money show the highest improvement after visitation

Not having visited South AfricaNot having visited South Africa After visiting South Africa

SA Performs Well

Neutral

SA Performs Poorly

Memorable

Enriching BreathtakingBreathtaking

AdventurousAdventurous FunFun RelaxingRelaxing

A Wide Variety of Experiences

A Natural A Natural Wildlife Wildlife

ExperienceExperience

Friendly / Friendly / Welcoming Welcoming

PeoplePeopleHistory and History and

CultureCulture

Safety & SecuritySafety & Security Value for MoneyValue for Money

MemorableMemorable

(+5%)(+5%)

EnrichingEnriching

(+8%)(+8%)

BreathtakingBreathtaking

(+4%)(+4%)

AdventurousAdventurous

(+1%)(+1%)

FunFun

(+14%)(+14%)

RelaxingRelaxing

(+21%)(+21%)

A Wide Variety of ExperiencesA Wide Variety of Experiences

(+6%)(+6%)

Nature Nature WildlifeWildlife(+0.1%)(+0.1%)

Friendly / Friendly / Welcoming Welcoming

People People (+19%)(+19%)

History and History and CultureCulture(+8%)(+8%)

Safety & Security

(+31%)

Value for MoneyValue for Money(+23%)(+23%)

Source: SAT Brand Tracking Surveys – Feb-2005, Nov-2005, Nov-2006, Feb-2007, Monitor Group Analysis

DOMESTIC MARKETING SUMMARYSeptember 2009

Phumi DhlomoRegional Director Africa & Domestic

Background Domestic travel is important due to the following reasons:

– Provides significant value to the South African Economy– Has untapped value and potential fro growth– Provides the base load for International markets

Main objectives of domestic travel are:– Increase expenditure through promoting more leisure trips and

encouraging travelers to increase length of stay – Reduce seasonality by promoting all year round travel– Improve the geographic spread of tourism by encouraging more

destinations and activities– Increase volume

Strategy for Domestic Tourism

3. Distribute appropriate information in specific areasTourism product and experiences to be available through traditional and non traditional

media

2. Promote a set of experiences that relate to South African Consumers

Highlight experiences that are relevant to the chosen segment

1. Greater promotion of the Domestic Tourism Brand Create a holiday Culture amongst all South Africans through making travelling “sexy”

4. Facilitate the development of co-operative product information

Work with Provincial Tourism Authorities to package products that will convert interest into action

5. Develop marketing and distribution channelGreater marketing of product through traditional and non=traditional media

6. Promote repeat visitationCustomer relationship Management to encourage repeat visitation

Background on Sho’t Left

• Sho’t left was launched 6 years ago

• The programme’s main objective is to promote domestic travel

• Sho’t left has its origins in instructions given by passengers to taxi drivers, but is now used universally for ‘quick stop’.

• The business planning process reveled that it is important to refocus the programme starting with redefining the target audience

 Young and Upcoming are emerging travelers who have a lifetime value in helping us create a culture of holiday travel in SA. It is a large segment (5,1m). They do currently travel, even though holiday travel is limited, so it is easier to activate and there’s opportunity to grow

Domestic Travel programme – strategic direction

Strategic ApproachTo credibly communicate the benefits of travel and the fact that it is accessible and

affordable, in a way that creates an emotional connection with the South African consumer and ultimately gets them to travel

Key BarriersNo culture of holiday travel lack of knowledge of SA as a leisure destination

Campaign Objective Build SA as a leisure destination among South Africans

Big IdeaFun with Friends (Sho’t Left)

Optimal Communication ChannelTV, Print, Radio, Digital

46.5% of South Africans undertake travel each year On average, domestic travellers take 2.4 trips per year

The South AfricanThe South Africanpopulation travel population travel

within the country …within the country …

The South AfricanThe South Africanpopulation travel population travel

within the country …within the country …

Domestic travelers generated a total of 33 million trips in 2008, compared to 9.6 million generated by foreign arrivals

… … generating huge generating huge volumes …volumes …

… … generating huge generating huge volumes …volumes …

In 2008, domestic tourists spent R 25.8 billion, compared to a total direct spend of R 74.2 billion spent by foreign tourists

… … and significant and significant valuevalue

… … and significant and significant valuevalue

BUT, the market is still emerging …

Domestic Tourism MarketExecutive Summary (1/2)

The Domestic Market is important - and will become more so in future

Domestic Tourism MarketExecutive Summary (2/2)

There is opportunity to grow holiday travel which accounts for 16% of volume and 39% of revenue

30% of all trips originate from Gauteng, 26% originates from KZN The highest rates of holiday travel incidence are found in the

Western Cape (25% of adults) and North West (44% of adults)

Where the Volume Where the Volume isis

Where the Volume Where the Volume isis

27% of the domestic tourism spend comes from Gauteng The highest spenders per trip are from the North West and

GautengWhere the Value isWhere the Value isWhere the Value isWhere the Value is

Holidays made up only 5.2 million trips in 2008 (16%), BUT Contribute 39% to the total domestic tourism spend (an

average of R 1,916 per trip compared to R 488 for VFR), … Have a high average length-of-stay (5.1 nights compared to

4.2 for VFR)

Holiday travel is Holiday travel is the futurethe future

Holiday travel is Holiday travel is the futurethe future

Sho’t Left 2009 marketing campaign

SHO’T LEFT MARKETING CALENDAR 2009/2010

APRIL 2009 MAY 2009 JUNE 2009 JULY 2009

BRAND Activity:Media & Winners Hosting: International Jazz FestivalDigital: WOM, Facebook and Twitter and YouTube Sho’t Left 60’ Vignettes flighting on:

FNB outlets

Airport Lounge

BRAND Activity:Media Hosting: INDABADigital: WOM, Facebook and Twitter and YouTube Sho’t Left 60’ Vignettes flighting on:

FNB outlets

Airport Lounge

Metro FM Travel Feature

BRAND Activity:Sho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 TV

Digital: WOM, Facebook and Twitter and YouTubeMetro FM Travel FeatureVodacom Durban July

BRAND Activity:Sho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 TV

Digital: WOM, Facebook and Twitter and YouTubeVodacom Soccer JulyDDC’s:Thompsons DDC’s for Vodacom Soccer (print, radio and online)

SHO’T LEFT MARKETING CALENDAR 2009/2010

AUGUST 2009 SEPTEMBER 2009 OCTOBER 2009 NOVEMBER 2009

BRAND Activity:Outdoor advertising – billboards and building wrapETV Rhythm City Product Placement and TVPlus promotionIndependent Daily Newspapers deal – share your experience and win & Tourism Month editorialsSho’t Left 60’ Vignettes flighting on:

Mango Taxi TV ETV SABC1/2/3

Sho’t Left Diski Dance z-fold producedMetro FM Travel FeatureDigital: WOM, Facebook and TwitterMedia hosting: Joy of JazzActivation: Wall Mural unveiled

BRAND Activity:Outdoor advertising – billboards and building wrapETV Rhythm City Product Placement and TVPlus promotionIndependent Daily Newspapers deal – share your experience and win and Tourism Month editorials Sho’t Left 60’ Vignettes flighting on:

Mango Taxi TV ETV Flight Centre stores

Metro FM Travel FeatureKaya FM Tourism Month Travel FeatureDigital: WOM, Facebook and Twitter and YouTube Media hosting: Wine Festival, John Legend and World Tourism Day CelebrationsActivation: World Tourism Day Celebrations, Gang of Instrumentals Grind Tour (lesser visited provinces)

BRAND Activity:Outdoor advertising – billboards and building wrapSho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 Flight Centre stores TV

Digital: WOM, Facebook and TwitterMedia Hosting: MacufeActivation: Sun City Ride and Drive to the in partnership NWPTB and Gang of Instrumentals Grind Tour (lesser visited provinces)

BRAND Activity:Outdoor advertising – billboards Digital: WOM, Facebook and TwitterSho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 Flight Centre stores

Activation: Eastern Cape Consumer Activation in partnership with ECTB

DDC’s: Peermont and Flight Centre

JMA’s (print and radio) Sho’t Left WOM: Launched

the Sho’t Left Promos (JMA deals)

Trade Fam: Flight Centre Fundi initiative

DDC’s: Computicket Travel JMA

(print, radio and in-store) John Legend (tactical) Sho’t Left WOM: Peermont

viral campaign and competition

DDC’s: Computicket Travel JMA

(print, radio and in-store) Macufe (tactical)

DDC’s:Tactical: FUNBus (print, radio)

SHO’T LEFT MARKETING CALENDAR 2009/2010

FEBRUARY 2010 MARCH 2010

BRAND Activity:Digital: WOM, Facebook and TwitterSho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 Flight Centre

Activation: J&B Met

BRAND Activity:Digital: WOM, Facebook and TwitterSho’t Left 60’ Vignettes flighting on:

Mango Taxi TV SABC1/2/3 Flight Centre stores

Oh Shucks Product Placement and Storyline IntegrationActivation: International Jazz Festival

DDC’s:Tactical: FUNTrain (print, radio) Cape Town Jazz

DDC’s:Computicket Travel JMA (print, radio and in-store)

South Africa as a Business Tourism Destination:

Presentation to the Portfolio Committee

Sept. 08, 2009

Nomasonto Ndlovu

Introduction to Business Tourism

• Business Tourism refers to a trip which is undertaken with the purpose of attending a conference, meeting, exhibition, event or as part of an incentive trip, SAT focuses on attracting international market.

• Globally, the traditional Business Tourism markets are large and attractive – market size estimated at over US$100bn.

• For SA, Business Tourism currently contributes about 7% to total foreign arrivals (2008) which is about 600 000 tourists, an increase of 20% from 2007.

• In terms of spend, average direct spend in SA for every business tourist per trip amounted to R5,600 in 2008 vs R4,700 in 2007

• Africa as a continent currently captures a small proportion of the international conferences held annually at between 3-5% market share, however SA accounts for 43% of the meetings held in Africa.

• The market can be divided into 3 segments: Associations/Academic Meetings, Inter-Governmental Meetings and Corporate Conferences

• SAT’s role is to work with international organisations to encourage them to choose SA as their next destination for their international meeting, by providing them with relevant information and providing support during the bidding process

• SAT has acquired Meetings Africa as a platform to grow business tourism into SA and to grow the sector.

The meetings market can be divided into 3 segments

Corporate MeetingsCorporate MeetingsCorporate MeetingsCorporate Meetings

Association / NGO and Academic

Meetings

Association / NGO and Academic

Meetings

Inter-GovernmentalMeetings

Inter-GovernmentalMeetings

Meetings of representatives of governments and government institutions

Usually within multi-lateral or regional organisations / institutions, to negotiate relationships, set regional policy on key issues or set regional investment agendas

IGO meetings can be segmented into regional, international and large international meetings

Meetings of representatives of governments and government institutions

Usually within multi-lateral or regional organisations / institutions, to negotiate relationships, set regional policy on key issues or set regional investment agendas

IGO meetings can be segmented into regional, international and large international meetings

Business-related meetings of private companies, sometimes including customers, suppliers and other external role-players

Sometimes include other corporate events such as exhibitions and product launches

Business-related meetings of private companies, sometimes including customers, suppliers and other external role-players

Sometimes include other corporate events such as exhibitions and product launches

Meetings of professional associations, industry associations, non-governmental organisations and academic groups

Exchange information, network with other professionals Learn and develop their subject areas Association meetings can be separated into Small, Medium and

Large categories

Meetings of professional associations, industry associations, non-governmental organisations and academic groups

Exchange information, network with other professionals Learn and develop their subject areas Association meetings can be separated into Small, Medium and

Large categories

Target Segment 1: Associations• Global and Regional Associations with significant engagement with

South Africa• Global and Regional Associations with South African senior

representation

Target Segment 2: Inter-Governmental Meetings (IGOs)• Meetings of representatives of governments and government institutions• Usually within multi-lateral or regional organisations / institutions, to

negotiate relationships, set regional policy on key issues or set regional investment agendas

• IGO meetings have been segmented into regional, international and large international meetings

Target Segment 3: Corporate Meetings & Incentives• South African Companies doing business internationally• International Companies with significant investment in South Africa• Incentive Houses that have previously sent groups to South Africa• Incentive Houses that have highest market share of Business Tourism

market globally and regionally

Our marketing efforts are focused on the following segments in order of priority

• Meetings Africa - previously known as the Business Travel Expo - ICT Incentives, Conferences & Travel and was launched in 2003, the name was changed to Meetings Africa in 2005

• SAT acquired Meetings Africa the end of 2007, in order to accelerate growth of Business Tourism in SA.

• Its primary objective is to promote South Africa as a premier business tourism destination to the inbound market.

• Meetings Africa is supported by Gauteng Tourism Authority, Johannesburg Tourism Company and Sandton Convention Centre

• It targets Local corporates & Govt Departments events/meeting organisers and their agencies, International Meetings Buyers - (Associations, IGO’s, corporate and Incentive houses)

• It allows the visitor (domestic /international) to gain maximum value on how they can be assisted by the meetings industry to plan, execute and deliver exceptional and unique meetings, conferences and events

• Meetings Africa has an international hosted buyers programme partly sponsored by the DTI EMIA mission fund, where over 100 meetings buyers are invited to attend Meetings Africa.

• Networking opportunities via various events and educational seminars – open to exhibitors and buyers

• Runs over 2.5 days, end Feb annually, 24 – 26 February 2010, at Sandton Convention Centre

Meetings Africa as a lever to grow Business Tourism into SA

Upcoming Events/Meetings - bids won for next 3-4 years

YEAR EVENT/MEETING # OF DELEGATE

S

CITY & VENUE

2010 The 3rd Lausanne Congress on World Evangelization 5 000 Cape Town - CTICC

2010 7th International Neonatal Nurses Conference 1 000 Durban - ICCD

2010 IPA Congress (International Pediatrics Association) 2 000 Johannesburg - SCC

2011 World Veterinary Congress 3 000 Cape Town - CTICC

2011 World Federation of the Deaf Congress 5 000 Durban - ICCD

2011 World Methodist Council Conference 3 000 Durban - ICCD

2012 International Congress Of Psychology 6 000 Cape Town - CTICC

2012 Public Services International Congress 1 500 Durban - ICCD

2012 International Federation of Cosmetic Chemists Congress 1 000 Johannesburg - SCC

2013 World Congress of Paediatric Cardiology and Cardiac Surgery 3 000 Cape Town - CTICC

2013 World Critical Care Congress 10 000 Durban - ICCD

2014 16th IUPHAR World Congress Of Basic And Clinical Pharmacology 5 000 Cape Town - CTICC

2014 World Architects Congress 10 000 Durban - ICCD

2014 The Orchid Society Confex 800 Johannesburg - SCC

2016 35th International Geological Congress –IGC 15 000 Cape Town - CTICC