are so hospitable. You really must go there.”
A virtually non-existent marketing budget has meant that, until recently, South Africa has had to rely on word of mouth from enthusiastic visitors to generate new business. But that is all about to change.
For the 1999/2000 financial year, Satour’s head office in Pretoria was allocated its first ever international marketing budget – a total of £16.5m. This has enabled the UKoffice to invest in its first consumer print advertising campaign which ran for two weeks in February and will be followed by a second burst of advertising in September.
But that is just the tip of the iceberg. What Solomon and Van Blommenstein are really excited about is a whole series of joint marketing agreements which they are signing up with UKtour operators.
“This has been waiting to happen for a long time and the feedback we’ve had from tour operators has been very good,” said Solomon.
Operators who can prove their commitment to increasing their business to South Africa over the next three years will be rewarded with marketing and training support from Satour in the form of direct mailings, support for consumer presentations, advertorials, training and fam trips for staff and retail partners.
Agreements have already been signed with big South Africa players such as Thomas Cook Holidays, Travel 2, Bluebird and Kuoni but Satour is equally keen to work with tour operators with little or no presence in South Africa.
Solomon said she was currently targeting seat-only operators to encourage them to add a land component to their programmes. As part of the agreement, operators must also dedicate 20% of their programme to up-and-coming areas away from the classic tourist combination of Cape Town, the Garden Route and the Kruger National Park.
Solomon pointed to a number of community-based tourism projects which were starting up in lesser-known areas such as the Eastern Cape which operators will be encouraged to feature.
“The most important thing is to get staff out to the destination so they can see it for themselves and feel confident about selling it,”said Solomon. “Only then can we overcome the misconception that South Africa is this crime-ridden place.”
Despite a dip in arrivals towards the end of last year, the UKremains South Africa’s number one market. The most recent figures available – from January to May last year – show UK arrivals exceeding 150,000. Demand may be growing but Solomon said there remained many misconceptions about the destination which inhibited travel agents from recommending it over competitors such as Asia. (see panel)
However, with the recent news that its overall budget has been increased by £10m for the new financial year, Satour is confident it can continue to make headway in the UKmarket and is targeting 10% annual growth over the next three years.
“Business confidence in South Africa is at its highest level for 50 years and there’s a real sense of excitement and upward mobility,” said Solomon.
A WELL DRESSED, middle-aged woman is leafing through brochures in the South Africa tourist board’s Wimbledon office while Italk to Satour UKmarketing manager Nandi Solomon and deputy marketing manager Basil Van Blommenstein about their new promotional campaign. “So what is it that makes South Africa so special?” Iask.
The woman looks up from her brochure and politely interrupts our conversation:”Haven’t you been to South Africa? I’ve just got back and it really is the most wonderful place. Incredible value for money and the South Africans are so hospitable. You really must go there.”
A virtually non-existent marketing budget has meant that, until recently, South Africa has had to rely on word of mouth from enthusiastic visitors to generate new business. But that is all about to change.
For the 1999/2000 financial year, Satour’s head office in Pretoria was allocated its first ever international marketing budget – a total of £16.5m. This has enabled the UKoffice to invest in its first consumer print advertising campaign which ran for two weeks in February and will be followed by a second burst of advertising in September.
But that is just the tip of the iceberg. What Solomon and Van Blommenstein are really excited about is a whole series of joint marketing agreements which they are signing up with UKtour operators.
“This has been waiting to happen for a long time and the feedback we’ve had from tour operators has been very good,” said Solomon.
Operators who can prove their commitment to increasing their business to South Africa over the next three years will be rewarded with marketing and training support from Satour in the form of direct mailings, support for consumer presentations, advertorials, training and fam trips for staff and retail partners.
Agreements have already been signed with big South Africa players such as Thomas Cook Holidays, Travel 2, Bluebird and Kuoni but Satour is equally keen to work with tour operators with little or no presence in South Africa.
Solomon said she was currently targeting seat-only operators to encourage them to add a land component to their programmes. As part of the agreement, operators must also dedicate 20% of their programme to up-and-coming areas away from the classic tourist combination of Cape Town, the Garden Route and the Kruger National Park.
Solomon pointed to a number of community-based tourism projects which were starting up in lesser-known areas such as the Eastern Cape which operators will be encouraged to feature.
“The most important thing is to get staff out to the destination so they can see it for themselves and feel confident about selling it,”said Solomon. “Only then can we overcome the misconception that South Africa is this crime-ridden place.”
Despite a dip in arrivals towards the end of last year, the UKremains South Africa’s number one market. The most recent figures available – from January to May last year – show UK arrivals exceeding 150,000. Demand may be growing but Solomon said there remained many misconceptions about the destination which inhibited travel agents from recommending it over competitors such as Asia. (see panel)
However, with the recent news that its overall budget has been increased by £10m for the new financial year, Satour is confident it can continue to make headway in the UKmarket and is targeting 10% annual growth over the next three years.
“Business confidence in South Africa is at its highest level for 50 years and there’s a real sense of excitement and upward mobility,” said Solomon.