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As the communications officer of SATourism, write an article focusing on how South Africa is marketed as a destination of choice - NSC Tourism - Question 6 - 2016 - Paper 1
Question 6
As the communications officer of SATourism, write an article focusing on how South Africa is marketed as a destination of choice. Include the following subheadings ... show full transcript
Worked Solution & Example Answer:As the communications officer of SATourism, write an article focusing on how South Africa is marketed as a destination of choice - NSC Tourism - Question 6 - 2016 - Paper 1
Step 1
The role of SATourism
Answer
SATourism plays a crucial role in the promotion of South Africa as a tourist destination. It is responsible for marketing South Africa to both local and international travelers. This involves networking with industry role players and promoting the marketing efforts of tourism businesses. Additionally, SATourism develops strategies aimed at enhancing the country's appeal to tourists.
Step 2
The role of TOMSA
Answer
TOMSA, or the Tourism Marketing Corporation of South Africa, is vital in funding marketing efforts. It collects a voluntary 1% tourism levy from tourism businesses, such as accommodation and car rental services. These funds are channeled to SATourism, enabling effective marketing initiatives that benefit the industry as a whole.
Step 3
ONE South African and ONE international travel trade show where South Africa is marketed
Answer
In the South African context, one notable travel trade show is 'Indaba,' which plays a significant role in showcasing the nation’s attractions. Internationally, the 'World Travel Market (WTM)' serves as a prominent platform for promoting South Africa to global markets.
Step 4
The elements found on South Africa's brand logo
Answer
The South African brand logo features the national flag, which is internationally recognized and evokes pride associated with the country. The words 'South Africa' prominently displayed in the logo help eliminate any potential confusion, conveying the country’s warm and welcoming nature. Additionally, the slogan included in the branding indicates a spirit of adventure, inviting tourists to explore new ways of experiencing South Africa.
Step 5
The importance of marketing South Africa as a destination of choice
Answer
Marketing South Africa effectively ensures competitive positioning within the global tourism market. It highlights the nation’s unique attractions, making it an appealing choice for travelers. Furthermore, effective marketing enhances the attractiveness of South Africa as a premier tourist destination, showcasing its rich culture, diverse landscapes, and opportunities for adventure. It is crucial for sustaining growth in the tourism sector, which significantly contributes to the country's economy.