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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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