Minister launches Tourism Month - 'Domestic tourism has to             be our focus'         
                  25 Aug 2011
      
     Domestic tourism
      
     As South Africa prepares to celebrate Tourism       Month in September, Minister of Tourism, Mr Marthinus van       Schalkwyk has stressed that domestic tourism is central to the       growth and sustainability of the sector.
      
     Speaking this morning at the official launch of       Tourism Month 2011 at Freedom Park, Pretoria, Minister van       Schalkwyk urged the tourism industry to join hands in its support       to find innovative ways of stimulating domestic tourism. The       Minister further called for greater cohesion from everyone       involved at all levels of South Africa’s tourism sector and       stressed the importance of a new approach to the domestic tourism       market.
      
     Against the backdrop of an industry still feeling       the effects of the global recession, Minister van Schalkwyk said       that “in difficult times we need to be even more united as the       tourism industry to focus on markets that not only provide quick       relief in the short term, but whose growth will be sustainable for       many years ahead. With domestic tourism contributing over 70% of       our country’s tourism volume and contributing to sustaining and       creating much-needed jobs, the domestic market has to be one of       our key focus areas”.
      
     Minister van Schalkwyk added that in these tough       economic times, the industry also need to look at innovative ways       of marketing their tourism product to the domestic traveller which       includes competitive pricing and showcasing our distinctive       provinces, cultures, events and attractions in dynamic new ways       and urged that tourism businesses, hotels and other establishments       should robustly market themselves to the domestic market,       especially in the current global economic climate.
      
     International focus
      
     Briefly shifting his focus on a global level,       Minister van Schalkwyk reiterated that the national Department of       Tourism and South African Tourism (SAT) remain committed to       attracting tourists from every corner of the world, with its core       markets still absolutely critical and exciting potential being       seen for South Africa in new tourism markets. 
      
     While market conditions in the globe remained       challenging, Minister van Schalkwyk highlighted that the first       quarter of 2011 results showed South Africa was on the right track       with its tourism marketing efforts. From January to April 2011       South Africa had 2,750,175 foreign tourist arrivals to South       Africa, up 7.5% on the 2,558,715 recorded over the same period in       2010, with core markets holding their own and good growth being       recorded from new markets such as China, Brazil, India and from       our continent. 
       
       “Lower hotel occupancy does not mean arrivals are declining, in       fact we continue to record impressive growth. It does, however,       point to shifts in consumer choice and where people choose to       spend their money whilst on holiday in South Africa. We need to       therefore work even harder to understand the tourism market and       respond to the needs of global travellers. 
     
      
     Our major tourism revenues still come from our       core markets in Europe and North America and we are working       aggressively to defend and grow our position in these markets,       while also actively exploring the potential for tourism growth       from emerging markets in Asia, the Americas and Africa,” Minister       van Schalkwyk said.
      
     “However, domestic tourism remains our industry’s       backbone and we are committed to working with the travel trade to       market the destination and their offerings,” Minister van       Schalkwyk added. 
      
     In 2010, 29.7 million domestic trips were taken,       marginally less than the 30.3 million in 2009. However there were       increases in the number of trips taken (2.2) as well as an       increased length of stay and people travelling for the purpose of       holiday (13.4% up from 12.0% in 2009). 
      
     Minister van Schalkwyk emphasised again that as       part of the National Tourism Sector Strategy (NTSS) launched in       March 2011, to grow tourist arrivals to South Africa, increase       tourism’s contribution to the national economy and create jobs,       the target has been set to grow domestic tourism from 30.9 million       in 2009 to 54 million annual trips by 2020 and significantly       increase its contribution to the country’s Gross Domestic Products       (GDP) “...but getting the revenue and the tourism numbers we need       – and to sustain and grow our industry - will take a collective       effort.
       
       It will require synergy from tourism bodies at national,       provincial and local level and the critical support of the entire       tourism industry and our thousands of world-class tourism products       in making our world-class destination viable, competitive and even       more attractive to local and international travellers. We must not       lose sight that ours remains a world-class destination and we must       continue to be positive in harvesting its tourism potential,”       Minister van Schalkwyk added. 
      
     As a supplementary tool to enhance the NTSS and       to ensure that the sector reaches its targets as set out in the       NTSS, a Domestic Tourism Strategy has been drafted to further       ensure the development of a diversity of products with an appeal       to all market segments. The final draft Domestic Tourism Strategy       is due for approval early next year.
      
     SAT’s new Sho’t Left campaign, with its mantra of       ‘there’s no such thing as a wrong turn’, is an example of a novel       approach to putting the tourism spotlight on all nine of our       provinces and South African Tourism (SAT) and its partners are       doing their utmost to market the attributes of the length and       breadth of our destination. 
       
       In its most recent phase of its Sho’t Left domestic tourism       campaign, SAT is using a number of local influencers to take the       message of tourism deep into the heart of the emerging target       market. The latest phase of the campaign profiles each of the       destination’s nine provinces and puts special emphasis on the       hidden gems that many people might have heard about, but have not       visited and explored. The campaign is supported by a number of       private-sector and media partners.
      
     South Africa will celebrate World Tourism Day in       Clarens in the Free State province on 27 September. 
      
     Further details of the event will be released       shortly.
      
     For further information contact:
     National Department of Tourism
       Trevor Bloem
       Tel: 012 444 6000
       Cell: 082 771 6729 
       E-mail: 
TBloem@tourism.gov.za            South African Tourism
       
       Jermaine Craig
       E-mail: Jermaine@southafrica.net
       Tel: 083 2010 121
      
     Ministry of Tourism
       
       Melene Rossouw
       E-mail: mrossouw@tourism.gov.za
       Tel: 021 465 7240
       Cell: 082 753 7107
      
     Natasha Rockman
       Tel: 021 465 7240
       E-mail: nrockman@tourism.gov.za
     Issued by: Department of Tourism
       25 Aug 2011
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