The document discusses the Domestic Tourism Growth Strategy in South Africa from 2012-2020. It outlines current trends impacting domestic tourism, identifies five domestic market segments, and details the four strategic objectives and targets of the DTGS. It also discusses past and present domestic marketing campaigns in South Africa like Sho't Left and Vaya Mzanzi.
The document discusses the Domestic Tourism Growth Strategy in South Africa from 2012-2020. It outlines current trends impacting domestic tourism, identifies five domestic market segments, and details the four strategic objectives and targets of the DTGS. It also discusses past and present domestic marketing campaigns in South Africa like Sho't Left and Vaya Mzanzi.
Original Title
e Gr 11 Tourism_DTGS 2012 - 2020 _Notes_Term 2_ECDOE
The document discusses the Domestic Tourism Growth Strategy in South Africa from 2012-2020. It outlines current trends impacting domestic tourism, identifies five domestic market segments, and details the four strategic objectives and targets of the DTGS. It also discusses past and present domestic marketing campaigns in South Africa like Sho't Left and Vaya Mzanzi.
The document discusses the Domestic Tourism Growth Strategy in South Africa from 2012-2020. It outlines current trends impacting domestic tourism, identifies five domestic market segments, and details the four strategic objectives and targets of the DTGS. It also discusses past and present domestic marketing campaigns in South Africa like Sho't Left and Vaya Mzanzi.
GRADE 11 Topic: Domestic, regional and international tourism Content: The Domestic Tourism Growth Strategy (DTGS 2012 – 2020)
The state • According to the Domestic Tourism 2011 Performance Report
of released by South African Tourism: domestic tourism in South Africa
Why a Problem statement:
DTGS? (problem statement and vision)
Compiled by E Ferreira (SES: Services Subjects NMB District)
2
List current trends influencing tourism • Below are three current trends that are observed as having impact on the growth potential of the domestic market: • Increased and frequent shorter holidays Travel industry • Increased use of new technology (booking channels trends and marketing, e.g. social media)
• Disruptive technologies e.g. uber, Airbnb, couch
Technology trends surfing
• Shifting domestic travel demographics due to growing
Social trends black middle class • Risks of diseases and other pandemics
The five (5)
domestic market segments.
Compiled by E Ferreira (SES: Services Subjects NMB District)
3
The four strategic objectives and targets of the DTGS
Compiled by E Ferreira (SES: Services Subjects NMB District)
4
The • In 2004 South African Tourism introduced Sho’t Left, a
domestic marketing campaign to motivate young South Africans to travel marketing • The campaign was updated and re-launched every couple of campaign years • A new domestic tourism marketing campaign, Vaya Mzanzi, was launched by SA Tourism on 2 May 2012 by the then Minister of Tourism, Marthinus van Schalkwyk ▪ The slogan of the new campaign was: ‘Whatever you are looking for, it’s right here in South Africa’ ▪ The new Domestic marketing campaign broadened its scope beyond the youth, and encouraged all South Africans to travel and enjoy the benefits and experiences of our own world class destinations ▪ It aimed to create the desire for travel among groups who did not grow up in a holidaying culture ▪ It also targeted the 5 domestic market segments as described above
• The Vaya Mzanzi campaign lasted one year
• In 2013, South African Tourism re-introduced the Sho’t Left campaign to offer a variety of travel experiences and packages that give South Africans the opportunity to enjoy trips that are fun, accessible and affordable • The current Sho’t Left marketing campain slogan is: “It’s your country, enjoy it”
Compiled by E Ferreira (SES: Services Subjects NMB District)
