Minister unveils domestic tourism strategy
In 2011, domestic tourism contributed 76% of South Africa’s total tourism volume as well as R20-billion to the economy. At the launch of South Africa’s Domestic Tourism Growth Strategy in Cape Town earlier this month, Tourism Minister Marthinus van Schalkwyk unveiled a plan of action that is set to grow domestic tourism even further.
Speaking at the launch, Van Schalkwyk said that 13.9-million adult South Africans travelled in 2011, which was an increase of 3% over 2010. The new strategy target is to increase this number to 18-million by 2020.
A target has been set to achieve 54-million domestic trips by 2020, and requires domestic tourism to account for 60% of the sector’s overall contribution to GDP.
“This strategy aims to increase domestic tourism revenue, to increase domestic tourism volumes, enhance measures and efforts aimed at addressing seasonality, promote an equitable geographic spread, but also to entrench a culture of tourism among all South Africans,” he said.
Presenting the 2011 domestic tourism statistics, Van Schalkwyk said that:
- The average spend per domestic trip increased from R710 in 2010 to R780 in 2011.
- The total number of domestic trips taken dropped from 29.7-million in 2010 to 26.4-million in 2011, though this decrease could be attributed in the most part to domestic travel throughout the 2010 FIFA World Cup.
Van Schalkwyk said the new Domestic Tourism Growth Strategy takes into account that consumers are increasingly cautious about how they spend their money. He said that the sector intends to offer “exceptional value” to address this.
“Our message about the benefits of domestic tourism is relevant to all South Africans. The beauty of this message is its simplicity: go out there and enjoy in your own backyard what millions of the people over the world dream of experiencing,” he said.
Click to <a href="/industry/images/uploads/Final_-_Domestic_Tourism_Strategy_02_May_2012_ver1_30042012.pdf" target="_blank">Download the Domestic Tourism Growth Strategy document.</a>