WTM 2011: SA marketing efforts slip by British travellers


The marketing efforts of Brazil, Russia, India, China and South Africa (BRICS) have failed miserably, according to 1 000 British holidaymakers polled for the World Travel Market 2011 Industry survey.
The sample comprised individuals who had taken at least one ‘seven days or more’ break in 2011, suggesting they were actively considering holiday options and therefore more likely to be aware of travel marketing generally.

While South Africa and India are the most successful of the five BRICS nations, still only 5% of the sample saw their messages ‘quite often’ and 70% of respondents said they had not noticed South Africa at all.

Russia had the poorest awareness of the five. Its TV, online, print and radio efforts have not been seen or heard by nine out of 10 of the sample, with only 1% saying they had been exposed quite often to its messaging. Brazil’s efforts completely bypassed 82% of the sample, with China unseen by 80%.
Furthermore, the desire of Brits to visit the BRICS economies appears disappointing.  Almost half of respondents (49%) said they had no interest in visiting South Africa. On the other hand, 42% of respondents said they were ‘interested’ or ‘quite interested’ in visiting SA.
The sample was also asked which of the five they would visit if money was no object. Brazil topped the list, followed by China, South Africa, Russia and India.
The report also identified emerging markets that threaten to replace the BRICS economies – the ‘SLIMMA nations’ comprising Sri Lanka, Indonesia, Malaysia, Mexico and Argentina. Reed Travel Exhibitions Chairman World Travel Market, Fiona Jeffery, said: “As important as the BRICS nations are now, and will be in the future, there are other emerging countries for the travel and tourism industry to look at. The SLIMMA nations are the ones the industry has identified as the nations to look out for both inbound and outbound tourism for a variety of reasons, including investment in infrastructure, natural beauty and high disposable incomes.”

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