Grade 12 Study Guides T. Holomisa, E. M. J. C schaller, D. J. Brown, B. de Klerk



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Gr12-Tourism-Study-Guide LR


Unit 1 Marketing South Africa as a tourism destination


1. The importance of marketing South Africa internationally

Tourism is a very important part of South Africa’s economy. In order to ensure that tourism continues to grow, South Africa must be actively marketed to international tourists as a tourism destination. There are two main objectives in marketing South Africa as a destination
• Increase in annual volume of foreign arrivals to South Africa
• Increase in international awareness of South Africa as a travel destination.
Marketing South Africa
• The importance of marketing South Africa internationally
• The core business of South African Tourism
• Opportunities for marketing South Africa internationally
• Funding SAT’s international marketing initiatives the role of Tourism Marketing Levy South Africa (TOMSA)
• South Africa’s brand logo
• Opportunities to promote South Africa and the Southern African region to the world


© Via Afrika Publishers
2. The core business of South African Tourism (SAT)

SAT has been specifically tasked with marketing South Africa as a destination, both domestically and internationally and can be described as a National Destination Marketing Organisation (DMO).
2.1 Marketing South Africa internationally as a tourism destination of choice SAT undertakes a number of marketing activities. These include
• Participation in major travel shows both locally and internationally
• Advertising, public relations and direct mailing campaigns
• Holding educational work sessions with the international partners of South Africa’s travel industry. SAT divides the international market into segments to identify the most important markets on which to focus. SAT categorises market segments as core markets, investment markets, tactical markets, watch-list markets, markets of strategic importance and strategic air link or hub markets. Core markets are the most important and receive the most attention.

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