Seems last week’s e-mail touched a spot with many people in South Africa’s inbound tourism industry. For once, I had only one dissenting opinion (someone who thought a two-tier system was the only way to go…) , but everyone else thought it was time for us to put on our thinking caps and do some serious work.
Two responses in particular made me stop and think - the first (from Richard Pace of Southern Sky Adventures in the USA) because of what was said about Marketing South Africa to the Americas; and the second (from Stephan Ekbergh of Travelstart) because it sent me on an interesting journey to a blog post that proposed that the World Cup could potentially cause a recession for South Africa - and how we could avoid that.
I believe the two lines of thought are intricately linked, so if you’ll forgive me, I’ll quote extensively from the writers without making too many observations of my own - because both of these gentlemen make very valid points.
Richard Pace - who blogs at www.safarijourneys.com - operates Southern Sky Adventures out of Atlanta, Georgia. His company specialises in guided- and self-drive trips through southern and East Africa so, of course, he’s very aware both of what he’s marketing, and to whom he is marketing his products, which puts him in a unique position to comment on the way we’re marketing South Africa.
Here (leaving out his very kind compliments about This Tourism Week) is what he had to say:
“I started my business using South Africa as my primary destination, and while I have since expanded into other parts of southern Africa and East Africa, South Africa remains my favorite destinations for clients.
“Your points about price escalation are poignant. South Africa should also try to be a provider of product that comes in at a cost as priced in Rand versus $US. As you mention, deciding to jump on the price structure of other African countries costing in $US, I believe, too, is a mistake. I can see where the temptations lies but I believe the downside risk is substantial.
“In my opinion, for the American market, South Africa is the best sell of any country on the continent. With a floating currency and purchasing power of the dollar, the interest is obvious, but this fact only is the beginning. The first world standard of living, infrastructure, natural variety, weather and people of South Africa offer a unique experience to the American coming for the first time.
“Americans, as you well know, are not well versed in geography or history, and embarrassingly cannot differentiate between Nigeria and South Africa until they arrive. This is a poor fact of our countrymen but one that needs to be understood by the South Africa tourism leaders.
“South Africa could really take advantage of this truism.
“Why? Because South Africa could really mop up the travel business by marketing the difference between it and the rest of southern and East Africa.
“How? They should be running advertisements touting the high standard of living, pictures of Cape Town, the Garden Route, Wine Lands, infrastructure, etc. Yes, most every American comes to Africa to see the animals first and foremost - but they are awestruck by the variety of South Africa and the ease with which they can travel.
“For instance, South Africa should not be marketing itself by showing pictures of tribal dances and the like. Americans see those types of pictures and photos all the time and recognize them as African.
“South Africa needs to advertise everything else that the rest of Africa does not have. That is a big gap.
“If I can get my clients on the plane to South Africa, my job is done because their expectations are low and they are then blown away by, yes, the animals, but to a larger extent everything else I have listed.
“Americans may talk about being able to ‘rough it’ on a vacation but their definition of roughing it and yours are miles apart.
“Americans also have short attention spans and getting them down to the Garden Route or through Hermanus or into the Wine Lands and Cape Town is where they come back completely teeming with chatter. These types of experiences they do not expect.
“The self drive option should be highly touted for South Africa. The tourist really cannot (and I am more reluctant to suggest) a self drive through other parts of Africa.
“I’d like to see South Africa tourism start advertising itself as a first world location with all the wilds Africa can offer. No other country in Africa can market themselves this way and it sells. It sells in a big way when I can get in front of my first time visitors.
“South Africa should be targeting the American audience (or for that matter, elsewhere) as the destination of choice for first time African travelers.
“The upside potential for South Africa is large here in the US. I believe we only send about 200,000 Americans to South Africa a year, the same number as Holland, yet we have 20 times the population (about 300 million to 15 million).
“Americans think ‘East Africa’ as a knee jerk reaction when considering travel to see the animals of Africa. This is due to a lack of understanding.
“Running TV and advert time here in the US could change that if done the right way.
“My apologies for the length here but I do believe that South Africa tourism is missing the mark.”
… And there’s not much you can add to that - is there? - except to start thinking - and acting - globally.
As for Stephan Ekbergh of Travelstart - a fantastic on line travel portal, with one of the best FAQ pages I’ve seen - he posted the following comments in response to my post ‘Time To Re-think South Africa’s Tourism Industry’:
“Great article. I cannot agree more.
“A two tier system is absolutely ridiculous in 2010. I understood it when I first came (to South Africa) in 1989 because back then the rand was too low, but now with the inflation going on there’s no need.
“ZA should be the gateway to continental Africa and not discourage people from … exploring the continent. There are enough bad things going on anyway.”
But I was even more intrigued by what he had to say on his blog post ‘World cup will send South Africa in recession’ (Stephan is a Swede who’s adopted this country so please forgive his English - it’s way better than my Swedish):
“It’s 116 days to kick off in Soccer City and I am worried. (The article was dated 14 February)
“Apart from building stadiums and much needed upgrading of infrastructure and housing I lack a plan on how the country should benefit from a tournament of this stature, long term.
“The world cup tournament should be a gigantic window of display of what our country offers and is about. It should whet the appetite and create comfort for investors to place their money in Africa. It should generate future influx of tourism. And tourism is easy money. Even an idiot can create money from tourism in a country like South Africa. But it takes a genius to scare tourists away.
“South Africa holds things that any tourist loves; natural, cultural and geographical diversity. It has the black people and their warm loving hospitality. It has the best food and local wines in the world. South Africa has a dramatic history and some of the most interesting icons in politics and business in modern times. It has the scenery, the sea, dramatic nature, mountain ranges, modern infrastructure, and incredible hospitality.
“The country has what I always missed in Sweden, an incredible warrior spirit. But the big downside is, on the other hand, an undeniable greed and shortsightedness in business. The latter has a chance to create one of the greatest flops in modern times.”
Stephan goes on to explain why he thinks we could be facing a recession after the event - but he also says, “So here’s what’s need to be done:
- “No one should be allowed to increase prices more than high season rates/fares + 10%
- “A massive global campaign should be launched to get people to ZA. Not just glam photos of black soccer fans with painted faces, but about the true value. Food 40% of the cost in Europe. Gas half price etc.
- “Sell discounted post world cup packages
- “The competition must allow ZA to win one game, please. No walk over is allowed.
- “International media should be treated as friends not as cash cows.
- “Make deals with international tour operators get them to sell packages for normal people with normal rates.
(Please go on line and read the entire post here).
… Wise words indeed.
Richard and Stephan for President of Tourism SA Inc.?
Now go away on holiday. It’s in the economy’s best interests….
Stumble It!
2 users commented in " If We’re Going To Re-Think Tourism In SA - Let’s Rethink The Marketing Of SA "
Follow-up comment rss or Leave a TrackbackI read somewhere..”if you take longer than ex seconds to explain something, then you are not an expert in your subject”. re marketing the country, hold that thought.
So, I agree with all,and have more concerns, (prolly get fired for this)……..just our local ‘mother-body’ ECTB, have a budget of R80 million…..they itemise all that they have motivated for in terms of their spend. Marketing, beautification, work stuff etc etc.
Lekka…a few months down the line, I scratch my head, looking for the results.
Zip. Nada. No trees as promised, no greening of the towns in the EC,no roads being fixed, no signage … no no nothing. Oh yes loads of money spent on workshops/trips for friends, mini conferencing etc, and now their money is nearly finished and it is only Feb for sh**s sake.
Who, please is accountable?
With something like 250 million people in the US, how come, and this is if we can believe anyone, only 50 000 have booked to come here for the bloody ball games? My brother was there recently, he says he saw no sign of ANYTHING relating to the world cup event.
How come tourism spend is all about local economic development and not attracting clients? Surely the ‘led’ will come anyway as a result of the tourism influx?
The marketing is appalling……I found at a meeting the other day, they knew NOTHING about our region..so what are they selling?
We are really the poorest of the areas and when we do get the couple of international tourists, they are BLOWN away by our region.
If only they would let me loose at a world trade fair…….I would be dressed to look like the tallest pineapple in the world,my hat would be the Big 5…….I would be balanced on a surfboard, my hair would be the colour of the amazing winter sunsets and I would be carrying a basket filled with pineapples, biltong, fish, wine and cheese. Around my ankles would be beadwork, and I would be giving away small postcards, saying “call me you have to come and visit”.
Finished moaning for now……….
Hi - I came upon the Tourism Week Newsletter via our local B & B Network.
Regarding the Two Tier System - it’s alive and well and being practised by SANParks - or at least at Addo Elephant Park.
Having not been to one of SANParks’ reserves for a while, I was horrified earlier this month when upon entering Addo with some American family we were charged two different prices. The two South Africans - my daughter and I - paid R30.00 each. The ‘foreigners’ (gate-keepers terminology) were charged R130.00 each for adults and jalf price for the eight year old (R65.00). This for a day visit.
As mentioned, I was horrified - our visitors were bemused and we decided we would only spend the one day in the park. Our original plan had been to come back for a second.
Go figure!
Liz
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