Foreign Tourism: It’s Possible, Sharing the South African Adventure
Published on 01.08.2012 in Brand Finance Journal: Nation Brand 100 Issue
International tourism is an important source of income for many economies around the world. It is also one of the most fragile of income sources, recently seeing downswings after 2001 and 2008. Growing the international market share of tourism in this environment is a challenging one, where international opinion of a nation’s brand is crucial. South Africa Tourism has worked hard to increase tourism into the country and is showing excellent results.
Brand South Africa is 31st in the world in terms of overall brand value, and has seen steady improvement in the quality of its air transport rankings in the Brand Strength Index, a key area for further development of its inbound tourism.
Tourism is a major sector of the South African economy, with tourism receipts alone making up 2.5%-3% of the annual GDP in the past 10 years. The bulk of the tourist travel comes from within sub-Saharan Africa, mostly neighbouring states, however the global share of long haul travel, the most lucrative form per-visitor, is increasing. Tourism advertising in these long-haul markets focuses on South Africa’s natural environment and is heavily marketed towards the tourist looking for adventure.
South Africa Tourism, the body responsible for international promotion of tourism, has been an active force in increasing tourism to the country and has focused on ways to leverage the brand. Their award winning 2009 “It’s Possible” ad campaign was shown worldwide and helped to increase interest in South Africa in the lead up to the 2010 World Cup.
The overall sector revenue is also above pre-financial crisis levels.
The increase in tourism trips from 2009-2010 was the highest in the past 10 years, with a year-over-year increase of approximately 14%. Of this 3.5% of this was directly for the World Cup showing that even without the world cup travellers’ growth wise it was one of the largest increases in the decade.
Tourism continues to grow, with 2011 having the highest level of visitors to date, however the tourism sector is hampered in fully developing as infrastructure aspects lag. The airport infrastructure and available seat kilometers are improving, however the internal infrastructure in terms of roads and rail networks is still lacking, and tourism dollars tend to be concentrated around major gateways.
Despite a these issues South Africa Tourism has managed to steadily increase the number of tourists into the country and successfully leverage the press attention around the World Cup into a sustained increase through 2011.
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More from this issue
- Foreword from David Haigh, CEO
- Executive Summary for the Nation Brand 100
- What difference does a nation brand make?
- Development & Uses of Nation Brand Values
- Investment: How the nation brand enhances economic investment in a country
- Domestic Investment: MaRS, Financing Canadian Innovation
- Inward Investment: IDA, Kicking Off Ireland’s Rural Image
- Tourism: How the nation brand enables the country to grow its tourism business
- Domestic Tourism: Holidays at Home are Great, Exploring the British Backyard
- Foreign Tourism: It’s Possible, Sharing the South African Adventure
- Product: How the nation brand enables the country to sell its goods & services
- Domestic Brands: Guaranteed Origin France, Reintroducing French Production
- Export Brands: Turquality, Bringing Turkey’s Best to the World
- Talent: How the nation brand enables the country to attract and retain skilled people
- Domestic Talent: Education City, Building world class education in Qatar
- International Talent: Skills Australia Needs, Attracting the best to Australia
- The “Smart” Singapore Brand
- The “Pure” New Zealand Brand