South African Tourism – Destination marketing
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Transcript of South African Tourism – Destination marketing
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
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Manager
Sta
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Manag
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Glo
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Chann
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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