Transcript of South African Tourism China by Bradley Brouwer Regional Manager: Asia Pacific.
- Slide 1
- South African Tourism China by Bradley Brouwer Regional
Manager: Asia Pacific
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- Slide no. 1 South African Tourism 2012 Consumer LandscapeTrade
LandscapeOpportunities South African Tourism China
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- Slide no. 2 South African Tourism 2012 Consumer Landscape -
Tourist Arrivals from the Chinese market 2011 Chinese Tourists to
SA: 84,883 (24.3% increase compared to the same period in 2010) Jan
to Apr 2012 Chinese tourists to SA : 41,161 (73.1 % increase
compared to the same period in 2011) MICE groups, FIT and leisure
travel groups are our main targeted consumers
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- Slide no. 3 South African Tourism 2012 Consumer Landscape -
Chinese Market The number of Chinese outbound tourism is expected
to reach 78.4 million passengers in 2012 which will be an increase
of 12%. The outbound tourism consumption is expected to achieve a
higher level of $ 80 billion, an increase of 16% * China has become
an even more important source market for South Africa. China's
outbound market is already 1.2 times that of U.S. outbound market
and 3.5 times that of the Japanese outbound market BRICS-wide
cooperation and partnership among business and industry will offer
boundless opportunities In-depth and themed tours are becoming a
trend. Tourists show interest in themes like culture, wine, food,
safari, hiking and eco tourism * Statistics from China Tourism
Research Institute
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- Slide no. 4 South African Tourism 2012 Consumer Landscape for
Chinese Consumers The main approach for most Chinese consumers for
long-haul outbound travel is through travel agencies. SA
itineraries for most Chinese visitors are tightly controlled by
travel agents based in China. The population of fully-independent
travellers (FIT) and semi-independent travellers (SIT) is growing
among veteran tourists. Direct search engines like www.qunar.com
and www.ctrip.com help people to tailor make their own itineraries
and trips. www.qunar.comwww.ctrip.com The internet remains Chinese
visitors' key source to get destination information. Social network
service platforms such Sina Microblog and QQ chartroom have become
widely recognized as a means to share travel stories, destination
attractions, and personal experiences. The Spring festival (Chinese
New Year) around February and the Golden Week in October are still
the best time for Chinese travelers to visit overseas destinations
with friends or family.
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- Slide no. 5 South African Tourism 2012 Consumer LandscapeTrade
LandscapeOpportunities South African Tourism China
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- Slide no. 6 South African Tourism 2012 JMA Partners in the
Chinese Market SAT China signed joint marketing agreements with 7
travel trade in Beijing, Shanghai, Guangzhou and Hong Kong in 2012
These trade partners cover tourism products through online selling,
wholesale and direct selling. Covering group travel, FIT, and
Mice.
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- Slide no. 7 South African Tourism 2012 Changes in trade and
products Change from traditional packaged tours to an in-depth tour
of a destination Change from traditional land arrangements to
affordable luxury standards Paying more attention on high end
consumers than in the past Offer diversified products to fit the
needs of families, couples honeymooners, parents and children,
professional adventurers and photographers etc. The Chinese market
is driving to be very eco/ green friendly There is an increase in
MICE business it is becoming more popular because corporate
meetings and incentives are a substantial new opportunity There are
many offerings to these groups/incentives regionally and Long-
haul.
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- Slide no. 8 South African Tourism 2012 Challenges in the
Chinese Market Competition in the Chinese market is heating up as
more countries aquire ADS status. Carrier capacity from Hong Kong
to Johannesburg are 7 days a week, Flights from Beijing to
Johannesburg are currently 3 times a week and will need to up
capacity on this route. Other flights are available via hubs. Visas
are a challenge for FIT travelers in China Safety and Security
remains and will always be a key concern for Chinese although less
so after the successful hosting of the World Cup. The Chinese
market is Long Haul and Chinese enjoy short public holidays,
therefore Chinese enjoy short itineraries but cover more countries
and destinations (have to be shared with SADC countries)
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- Slide no. 9 South African Tourism 2012 Consumer LandscapeTrade
LandscapeOpportunities South African Tourism China
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- Slide no. 10 South African Tourism 2012 Access to Opportunities
- Trade Educate the trade with the latest information and
itinerariesAnnual SAT Trade WorkshopsFUNDI online campaignsLaunch
of SA themed storesCooperated with key trade mediaAttended ITE,
CITM and participate at CIBTM
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- Slide no. 11 South African Tourism 2012 Educated trade partners
to give credible recommendations to their large consumer bases with
detailed and visual information and itineraries The first South
African-branded travel store jointly opened by South African
Tourism and Utour Travel in Beijing CBD in November 2011 A 2nd
South African themed travel store will jointly be opened by South
African Tourism and CYTS in Sept 2012 by our Deputy Minister of
Tourism. SAT Activities - Trade
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- Slide no. 12 South African Tourism 2012 SAT has cooperated with
SAA, Best of the Best Tourism and Travel Link to launch the FUNDI
2012 campaign from August to October 2012 Identify and select
practitioners from the travel trade to become a FUNDI SA travel
expert on South Africa. SAT Activities FUNDI Online Campaign
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- Slide no. 13 South African Tourism 2012 SAT Activities - Trade
SAT China cooperated with 5 key trade media across the board in
China Attended ITE and CITM and will participate at CIBTM with the
National Conventions Beurro
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- Slide no. 14 South African Tourism 2012 Supported the Eco
Tourism Ambassadors program run by our Hong Kong JMA partner
African Panda Attended and supported the African Day event held in
Hong Kong SAT Activities - Trade
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- Slide no. 15 South African Tourism 2012 In March 2012, South
Africa welcomed 233 pax MICE group from China. They traveled to
South Africa to hold their "Global Distributor Tourism Seminar.
This incentive group focuses on awarding high level distributors.
It also improves communication between distributors and the senior
managers. Besides their official arrangements in South Africa, this
MICE trip covered a Pretoria urban visit, Sun City and its
surrounds, safari in Pilanesberg Game Reserve, sightseeing, a visit
to 1 of the New 7 wonders of nature Table Mountain, a Cape
Peninsula Tour and high end shopping. SAT Case Study MICE Group
from China
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- Slide no. 16 South African Tourism 2012 South African Tourism
China facilitated a much smoother and convenient visa application
procedure to minimize the documentation required for guests to
apply for the visa. During this trip, the whole team were deeply
touched by South Africa's pleasant climate, its people, the
picturesque scenery and their diversified itinerary. All the
members were inspired by the prestigious attractions that has left
a lifetime of memories about South Africa in their minds. As to the
convention reception resource in South Africa, considering the main
business activity had taken place in Johannesburg, this MICE group
was very satisfied with their accommodation and the entertainment.
The hotels were equipped with a great variety of conference
facilities, venues and related high tech features which is the
ideal choice for Chinese MICE travel. SAT Case Study MICE Group
from China
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- Slide no. 17 South African Tourism 2012 The timely sharing of
the latest South African travel newsMedia FAM trips Using stories
of local people to position South Africa as a welcoming destination
Media road shows Cooperated with media on various activities Awards
from Chinese media Online campaigns Access to Opportunities -
Media
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- Slide no. 18 South African Tourism 2012 SAT Activity - Media
Cooperation South African Tourism cooperated with media on various
activities to promote South Africa as a preferred destination in
the Chinese market
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- Slide no. 19 South African Tourism 2012 SAT Activity - SAT
Awards in 2012 OrganizationAward to SAT Sina TravelBest Partner
Award South African Tourism Best of Best Tourism The Most Favored
African Travel Destination South Africa The MICEAnnual
International Destination South Africa National Geographic Traveler
Best Outdoor Travel Destination South Africa Travel Weekly Magazine
Editors' Special Honor Award Best Nature Wonder Destination South
Africa
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- Slide no. 20 South African Tourism 2012 20,000 fans 35,000 fans
SAT official website: www.southafricantourism.cn SAT Activity - SAT
Activities with Social Media
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- Slide no. 21 South African Tourism 2012 SAT Activity -
Effective use of social networks Optimal use of Social networks in
China is becoming increasingly critical to save on marketing
budgets, yet highly effective to reach our target audience in large
numbers. Social media acts as a communicating bridge between our
tourism office and the market. South African Tourism dedicated
resources to take good advantage of social media platforms to
provide timely responses and positive interaction with fans and
followers
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- Slide no. 22 South African Tourism 2012 Highlighted Events in
2012
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- Slide no. 23 South African Tourism 2012 SAT Activity FAM Trip
Meetings Africa FAM Trip February 2012 Focusing on MICE travel, the
participants received the latest information about SA MICE tourism
from Meetings Africa, and completed a post tour. Cape Town
International Jazz Festival FAM Trip March 2012 South African
Tourism hosted media to the CTIJF with a post tour and developed
music journeys to experience South African culture and music
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- Slide no. 24 South African Tourism 2012 2012 INDABA FAM Trip -
May INDABA tourism Trade Show was attended by 14 Trade and 6 media
delegates received comprehensive SA tourism information and a post
tour. Little Karoo Magic Press Trip June 2012 In-depth adventure
and SA colorful scenery National Geographic FAM Trip June 2012 SAT
China cooperated with National Geographic China to invite Chinese
celebrity Professor Yu Dan to explore the rainbow culture, friendly
people and the remarkable history of South Africa SAT Activity FAM
Trip
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- Slide no. 25 South African Tourism 2012 In order to create
maximum brand awareness and promote South Africa as lifestyle and
culture destination to China, National Geographic, the first
high-grade geographic magazine which deeply demonstrates
multiculturalism, goes to South Africa for a media FAM tour. In
conjunction with the promoting focus which is SA culture, SAT China
invited Professor Yu Dan and National Geographic China magazine to
comprehensively feel SAs profound history, culture and scenery. The
FAM trip included spectacular sites like the Kruger National Park,
Blyde River Canyon, Johannesburg and surrounds, Cape Town,
Kimberley and Pretoria, covering SA attractions like Table
Mountain, wildlife safaris, scenic beauty, and culture. SAT
Activity case study South Africa in Yudans Eyes
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- Slide no. 26 South African Tourism 2012 National Geographic
will publish a 50 page special issue named "South Africa in Yudan's
eyes to introduce SA culture and history to Chinese tourists and to
promote South Africas outstanding natural beauty, rich wild animal
recourses, abundant diamond resource, award winning wines and
cuisine. After the trip NG launched the South Africa in Yudan's
eyes forum. Professor Yu Dan shared her lovely story and precious
experience in SA which attracted over 100 photographers and tourism
enthusiasts. Moreover, National Geographic proposed a full live
report on Sina Weibo for this trip and online promotion on its
official website. SAT Activity case study South Africa in Yudans
Eyes
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- Slide no. 27 South African Tourism 2012 SAT Activity Trade
Workshops 2012 SAT held 2012 annual Trade Workshops in Beijing,
Shanghai and Hong Kong 40 trade companies from South Africa with
700 Chinese trade guests and 75 trade media attended the
workshops
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- Slide no. 28 South African Tourism 2012 SAT Activity SAA
Non-stop Flight 2012 South African Airways non-stop flight between
Johannesburg and Beijing landed on February 1, 2012 in Beijing.
This marked a significant milestone in promoting trade and tourism
in both China and South Africa SAT supported this initiative with
SAA.
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- Slide no. 29 South African Tourism 2012 SAT Activity Media
Roadshow SAT held the 2012 Media Roadshows in January 2012 in
Beijing, Shanghai and Guangzhou to showcase South Africa and to
thank media for supporting SAT. 94 key media and SAT trade partners
were invited to attend this roadshow.
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- Slide no. 30 South African Tourism 2012 SAT Activity Online
Campaign SAT launched Tastes of South Africa Online Campaign to
promote SAs food and ecotourism in May 2012
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- Slide no. 31 South African Tourism 2012 SAT Activity OOH
Advertising Beijing Bus Bodies x5 Beijing Light Box ADS x 15
Shanghai Metro x 1
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- Slide no. 32 South African Tourism 2012 Upcoming
Activities
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- Slide no. 33 South African Tourism 2012 SAT Upcoming Activities
Attend CITM and participate at CIBTM. 2 nd Tribe Leader FAM
Trip
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- Slide no. 34 South African Tourism 2012 SAT Upcoming Activities
World Traveler FAM Trip August 2012 SAT has cooperated with World
Traveller to further explore the "Top 10 Stopovers on the Garden
Route" in South Africa Sunny Holiday FAM Trip SAT China will hold a
Sunny Holiday FAM Trip with an online campaign to showcase South
Africas sunny holidays at the end of 2012
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- Slide no. 35 South African Tourism 2012 Thank You