Tourism strategy: Leveraging the World Cup to market SA


South Africa must combine technological advancements with the marketing potential of the World Cup to further create awareness of the country as a top tourism destination says the National Tourism Sector Strategy (NTSS) available for public comment until July 31.

In addition the NTSS proposes that South African Tourism be awarded an increased amount of money in order to capitalise on further international marketing. “SA Tourism has made progress in their targeted international marketing efforts, and some of their campaigns have won awards internationally. International marketing is very expensive, and therefore SA Tourism’s budget does not allow for unlimited marketing efforts. An effort should be made to allocate more marketing budget at national level to compete with competing destinations.”
Further alignment of the South African is also an important issue for the National Department of Tourism (NDT) and will enable a more effective use of resources it says.
Indaba also needs to be assessed as an effective platform for the industry and with an increased being focussed on domestic tourism in the country, the NDT is proposing that the exhibition platform possibly be opened to the domestic local trade or in another scenario, a separate platform be developed for this section of the industry.
Speaking of the World Cup’s ability to increase tourism the NDT said that it has opened the door for scores of new potential tourists. “The tournament exposed the rich diversity of our tourism assets to a worldwide television audience with a cumulative estimated 32 billion viewers. In addition, it has introduced our country to non-traditional markets, including those in Latin America, Eastern Europe and Asia,” noted Minister of Tourism Marthinus van Schalkwyk as the tournament draws to a close this week.
Related to this in the NTSS is the proposed development of marketing strategies within SA Tourism to develop new markets and attract these visitors to SA shores.
If you have any views on this issue or how the sector's strategy needs to be changed, simply submit your comments to the National Department of Tourism at well ahead of the July 31 deadline.
The countdown is on with only 25 days left to comment - don't miss the opportunity to make your voice heard.

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