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
- Policies and Strategies,
- Market Segmentation,
- Marketing Implementation,
- e-Tourism Strategies
Marketing strategist in 13-person expert team to develop the tourism master plan for Shandong Province, China, contracted by UNWTO and Government of China
We worked jointly with Urban Econ in assessing gaps and opportunities for enhancing tourism statistics collection and analysis by the Eastern Cape Department of Economic Development, Environmental Affairs and Tourism (DEDEAT) and devising a framework for organising and collecting tourism statistics
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