Department of Environmental Affairs And Tourism The National

Department of Environmental Affairs And Tourism “The National Tourism Product Database” - IWTS, Madrid July 2006 Presentation Copyright © 2006 South African Tourism.

Government has set a clear agenda for tourism and South African Tourism has made clear choices on how we can effectively deliver on its mandate. SAT must contribute to … GDP growth Job creation Transformation The mission of SAT is to develop and implement a world-class international tourism marketing strategy for South Africa that … through delivering sustained. . . Volume Spend Length of stay Geographic spread Seasonality Transformation • Facilitates the strategic alignment of the provinces and industry in support of the global marketing of tourism to South Africa; • Removes all obstacles to tourism growth; • Builds a tourist-friendly nation; and • Ensures that tourism benefits all South Africans. … by acting in a focused way to … Understand the market Choose the attractive segments Market the Destination Facilitate the removal of obstacles Facilitate the product platform Monitor and learn Department of Environmental Affairs & Tourism 2 Copyright South African Tourism 2006

The national product database was borne out of a gap in knowledge on the tourism product offering in South African Tourism has made significant investments in gathering intelligence to inform our marketing strategy. But the gap in our knowledge has been a complete understanding of the size and structure of our product offering. Tourism Supply Tourism Demand ? National Product Database • Who? - • Where- • What? - • When? - • How? - Objectives: • To market the tourism product of South Africa to the international and local users, trade and media sectors via the SA Tourism website • Collect statistics on the size of the tourism plant in South Africa that can be used as input into the development of a tourism satellite account Department of Environmental Affairs & Tourism 3 Copyright South African Tourism 2006

A study conducted in 2003 produced a high-level map of the structure of the tourism cluster in South Africa. Promotion Consumers 1 Channel l Outbound Tour Operator l Inbound Tour Operator & Ground Handler (>800) l Travel Agents (>800) Government Policy l National (SAT, DEAT, DTI & Others) l Regional (Regional Tourism Authorities & Provincial Government) l Local (Local Tourism Authorities & Local Government Attractions l Beaches (73) l Game Parks & National Reserves (481) Accommodation l Cultural (47) Hard Infrastructure l Hotels (1, 233) l Arts & Crafts (87) l Roads l Game & Hunting l Museums (611) Lodges (1, 000 l Airports l Sport (16) 5, 000) l Telecom (5, 000 l Adventure (624) l Bed and l Rail 10, 000) Breakfasts l Conference Facilities l Security l Guest Houses l Ecotourism (687) l IT Services l Backpackers (163) l Water attractions (424) l Self Catering l Shopping Facilities (2, 415) l Theme Parks l Timeshare (170) l Casinos (35) Food and Beverage (20, 000) l Restaurant l Catering l Bars & clubs Soft Infrastructure(97) l Hotel Management Schools l THETA l Management Training Programs Transportation l Airlines l Car Rental (>10) l Railways l Buses l Taxis Promotion Supporting Industries – Banking – Laundry – Outfitting – Insurance Supporting Industries – Legal – Medical – Real Estate – Construction Supporting Industries – Catering – Supplies to accommodation sector – Security services Note: International and Domestic Consumers Source: JICA, ABSA, AA Travel, Babasa, Portfolio Collection, SAT, Interviews, Monitor Research Department of Environmental Affairs & Tourism 4 Copyright South African Tourism 2006

Next, we determined the fields that should be contained in our database. – – – – – Entity number (company registration number where applicable) Entity name Parent entity number (unique identifier) Category Address Contact name Organisations Facility information Graphic images – logo and photographs Statistical data • Capacity • Employment Department of Environmental Affairs & Tourism 5 Copyright South African Tourism 2006

The methodology of collecting and verifying the data was developed. Verification centre Disparate Data Sources Data source 1 YELLOW Data source 3 Business & Mapping rules Transformation rules Cleansing rules SAT Target Systems Enrichment of data and Result Validation CRM PAGES Data source 2 Data source 4 Analysis & Verification Cleansing and Transformatio n Merging all Databases into Single Platform Data Warehouse Data source 5 WEB SERVER Documentation Metadata Business Input Department of Environmental Affairs & Tourism Exception (s) Identified 6 Copyright South African Tourism 2006

We have had some quick wins on this project. ü To date, there are 55, 000 valid and verified records in our database ü We are able to generate reports on the number of entities by – Category – Sub-category – Province – City ü Collecting the statistical information has been difficult – We will have a database of our universe from which to draw a sample to collect reliable data Gearing up for growth Department of Environmental Affairs & Tourism 7 Copyright South African Tourism 2006

Confidential National Tourism Conference – Johannesburg 2004: version 2 Phase 1 GCP 2004 Monitor Group and South African Tourism © 8