The National Tourism Growth Strategy for South Africa adopted in 2011 identifies domestic tourism as a key success factor for unlocking sustainable and consistent tourism growth. We facilitated a workshop with a Steering Group consisting of senior public and private sector stakeholders. Based on this we produced a report containing guidelines and potential domestic tourism programs.
A benchmark analysis was conducted of domestic tourism initiatives in other leading tourism destinations like Australia, Canada, Malaysia, Kenya etc. These provided valuable insights, especially regarding the use of new media for promoting domestic tourism. The workshop and our subsequent report identified the need for an umbrella tourism drive with the Minister as champion, which should consist of a second phase of the Sho't Left domestic travel campaign, creating a domestic travel community through social media channels and initiating a Youth Tourism drive.
Similar Case Studies
The Journey was commissioned by the Ethiopia Ministry of Culture and Tourism under the 'Ethiopia Sustainable Tourism Development Program' to develop a national tourism marketing strategy and tourism brand for Ethiopia, as well as regional marketing plans for 5 key tourism regions in Ethiopia
The Journey was appointed by The World Bank to assess potential public sector tourism development opportunities in Sri Lanka tied to the Strategic Cities Development Program agreement between the WB and Government of Sri Lanka
- Seminars and Short Courses,
- Policies and Strategies,
- Project Plans and Feasibilities,
- Research & Analysis,
- Sustainable Tourism ,
- Market Segmentation,
- e-Tourism Strategies
The STDP was drafted by a multi-disciplinary team of 9 tourism specialists, with Mike Fabricius acting as team leader and overall tourism strategist