Departure Surveys Tender : Briefing session 11 August 2014 Strategic Research Unit

 South African Tourism 2014 Slide no. 1 AGENDA  Introduction to South African Tourism  Background to the survey  Project objectives  Sampling process  Analysis & Reporting  Project scope  Questions

 South African Tourism 2014 Slide no. 2 Introduction to South African Tourism… Sustainable GDP Growth Sustainable job creation Redistribution and transformation The Tourism Act’s mandate to SA Tourism is... Increase in tourist volume Increase in tourist spend Increase length of stay... through six key objectives... Improve geographic spread Improve seasonality patterns Understand the market Choose the attractive segments Market the Destination... by acting in a focused way to... Facilitate the removal of obstacles Monitor and learn from tourist experience Facilitate the product platform Promote transformation

 South African Tourism 2014 Slide no. 3 Introduction to South African Tourism South African Tourism is a statutory body whose main objective is to promote tourism to and within South Africa, by marketing the country as a tourism destination both internationally and domestically. Although accountable to Parliament, South African Tourism is an independent and impartial organization affiliated to the Government of the Republic of South Africa. South African Tourism’s mission to drive tourism growth is founded on increasing the return on marketing expenditure through focused activities against chosen market segments. At the centre of South Africa’s competitive advantage is the choice to invest in having the best market insights compared to our competitors and to learn by monitoring and evaluating our work. The main aim of the departure surveys is to enable the organization to better understand the travel behaviours, perceptions, buying processes, travel patterns and expenditure in South Africa. The surveys provide information which is used to track our performance against our KPIs and also helps us to enhance our marketing strategies. As this is the only national survey that measures tourist behaviour in South Africa, it is used by other stakeholders in government (national and provincial) and the private sector.

 South African Tourism 2014 Slide no. 4 Background to the survey – Pre – 2002 Bi-annual (summer & winter) survey of air tourists –2002 Monthly survey at Johannesburg & Cape Town International airports Bi-annual (summer & winter) survey at 12 borders –2003 onwards Monthly survey at airports and land borders Foundation of knowledge bank at SAT To date, over 400,000 interviews have been conducted, giving us large, reliable sample sizes and a longitudinal view of the tourism market.

 South African Tourism 2014 Slide no. 5 Objectives of the survey The primary types of information gained in the departure survey are: Purpose of travel Length of stay Spend information Satisfaction levels Visitor demographics The aim of this survey has been to understand and track the travel and expenditure patterns of foreign tourists as well as to gain information on which sites and attractions were visited. The main objective of the survey is to collect information on foreign tourists who visited SA

 South African Tourism 2014 Slide no. 6 Any person travelling to a place other than that of his/her usual environment for less than 12 months, and whose main purpose of the trip is other than the exercise of an activity remunerated from within the place visited. Visitor Same day visitor (does not stay one night) Tourist (stays one or more night(s)) A visitor who stays at least one night in the place visited. A visitor who visits a place for less than one night. Usual environment To be outside the ‘usual environment’ the person should travel more than 40 kilometres from his/her place of residence (one way) AND the place should NOT be visited more than once a week. This includes place of work and place of study. Leisure and recreational trips are included irrespective of frequency.

 South African Tourism 2014 Slide no. 7 Methodology  There are 3,800 monthly interviews conducted at airports (ORTIA & CTIA)  Respondents are selected and interviewed at the departure lounges areas, where the potential respondents congregate while waiting to board their flight Land – Face to face interviews after the tourist has exited SA customs at land border posts; +/- 10 min Air – Face to face interviews in the airport departure lounges; +/- 30 min  There are 1,000 monthly interviews conducted at land border posts  The respondent is recruited at the upon arrival at the border gate. The interview is conducted once the formalities have been completed and the respondent is departing the country

 South African Tourism 2014 Slide no. 8 Questionnaire –How the decision was made to visit South Africa –What their travel arrangements were –How long the visitors spent in South Africa –Information pertaining to the sites visited, their satisfaction levels with the facilities and services and types of accommodation used. This has been broken out into each of the provinces of South Africa. –Their overall impressions of their visit to South Africa –Their expenditure patterns while in the country –Travels to other African countries –Personal demographic information Land – Face to face interviews after the tourist has exited SA customs at land border posts; +/- 10 min Air – Face to face interviews in the airport departure lounges; +/- 30 min

 South African Tourism 2014 Slide no. 9 Selecting the respondent is critical as we comply with globally accepted tourism definitions The right respondent meet all of the following criteria: Criteria ONE: The respondent may not be a South African resident Criteria TWO: The respondent must have spent at least 1 night in South Africa Criteria THREE: The respondent may not have spent more than 365 days in South Africa Criteria FOUR: The respondent must have spent their time in South Africa outside of the airport (for surveying at airports) Criteria FIVE: The respondent may not have received an income in South Africa on their trip Criteria SIX: The respondent may not have been interviewed by South African Tourism within the past 6 months

 South African Tourism 2014 Slide no. 10 Sampling process Define population Determine sampling frame Determine sampling procedure Determine sample size Population are all foreign travellers to South Africa from the major ports of entry, i.e. airports and land borders. Source: Statssa, Tourism & Migration release P0351 Sample is drawn on proportional to the actual arrivals for the month. Sampling units are the two major international airports and 10 land border posts Sampling points are the departure lounges at the airports and at the 3 points at the land border posts Draw at 95% confidence level with an approximate margin of error: 1.6% for Air 3% for Land Probability sampling Stratified Strata Systematic Execute sample design

 South African Tourism 2014 Slide no. 11 Sampling Process Stratified Probability Sampling Stratified Random Sampling Strata Systematic Random Sampling 1 in 5 Reasons: Eliminates bias Results can be inferred to the foreign tourist population Stratified Sampling Representative sample at each airport and each market. Systematic Sampling Manage Randomness Determining a random start Eliminates obvious bias Eliminates interviewer bias 1 in 5 K < 5 would introduce bias K > 5 will cause difficulty in reaching the target Reasons for the Sampling Methods K = Interval

 South African Tourism 2014 Slide no. 12 Furthermore, there are specific sites that get larger volumes of traffic passing through CountryNo of land border posts in SA No of land border posts where we survey Botswana182 Lesotho142 Mozambique41 Namibia72 Swaziland112 Zimbabwe11 Total5510

 South African Tourism 2014 Slide no. 13 Arrivals by road and air are the predominant modes of travel to South Africa

 South African Tourism 2014 Slide no. 14 Analysis and Reporting Data files are received for each quarter Data files received for each year The survey results are weighted to the total tourist arrivals into South Africa by air and road from the data released by StatsSA.  The data is weighted by tourist arrivals by air and road only since the interviews are conducted at only these two interventions.  Over the past years the data was weighted using the visitor arrivals to South Africa since SA Tourism was not able to get the data for tourist arrivals.  The data for tourist arrivals has been available since  A new series of reporting has therefore commenced in 2010  The 2010 reports do give a comparison with 2009 tourist arrivals…  The 2013 reports do give a comparison with 2012 tourist arrivals The weighting is based on extrapolating the number of “tourist arrivals” per country (Stats SA data) onto survey respondent’s “Country of Residence” sample.

 South African Tourism 2014 Slide no. 15 Analysis and Reporting SA Tourism Conducts all analysis using SPSS Reports on the data for both internal and external stakeholders Annual reports A consolidated view of the calendar year Combines arrivals stats and departure survey stats Reports on key metrics, i.e. arrivals, spend, length of stay, provincial distribution, satisfaction levels Report released once a year in July (highlights released at Indaba) Quarterly reports  A consolidated view of all foreign tourist trips in the quarter  Combines arrivals stats and departure survey stats  Reports on key metrics, i.e. arrivals, spend, length of stay, provincial distribution, satisfaction levels  Report released every 3 months (with about 1 quarter lag) All analysis of the data will be conducted internally by SA Tourism

 South African Tourism 2014 Slide no. 16 Contents of the Quarterly Report

 South African Tourism 2014 Slide no. 17 Project scope –Term of contract: 2015 to 2018 –Sampling methodology & sample size Design methodology Determine significant sample size Results comparable with previous surveys –Field work Manage field operations (e.g. permits, uniforms, incentives, etc.) Administer surveys – questionnaire provided by SA Tourism Monthly field reports –Dataset Compile cleaned monthly SPSS dataset Compile cleaned aggregated SPSS quarterly report Compile cleaned aggregated annual SPSS file –No analysis will be required SA Tourism conducts analysis and reports on the data

 South African Tourism 2014 Slide no. 18 Thank You For more information contact: South African Tourism Private Bag X10012 Sandton Johannesburg 2146 Tel: Or wwww.southafrica.net/research