1. DOMESTIC TOURISM GROWTH STRATEGY (DTGS) 2012 -2020 Domestic tourism is an essential contributor to the growth of the tourism economy and provides a foundation for sustainable tourism growth and development, VISION - growing domestic tourism for sustainable development.

2. The main objectives Increase Domestic tourism Expenditure Increase Domestic tourism volume Enhance measures & efforts aimed at seasonality and equitable geographical spread Develop a culture of travel among South Africans Improvement of operation, attractions & offerings Maximize the use existing & introduce new products Increase in business travel volumes Establish a culture of travel Distinguish packaging of affordable tourism products Review of products nationally, availability for priority segments Maximise use of all- year-round existing tourism assets/facilities Differentiated marketing Develop & implement tourism awareness campaigns Improve training of all stakeholders

3. Market Segmentation FIVE MARKETS Profiling of markets Spontaneous Budget Explorers New Horizon Families High Life enthusiasts Seasoned leisure seekers Well to do Mzanzi families

11. DTGS Campaigns

13. Questions 1.Name the organisation that is responsible for marketing South Africa. (1) 2.Name FIVE activities from the video clip domestic tourists can participate in. (5) 3.Match a market segment to each activity identified in the above question. (5) 4.Give ONE reason for the choice of market segment for each activity. (10) 5.Using both video clips, recommend to South African Tourism TWO ways how they can improve geographical spread. (4)

14. ANSWERS 1.South African Tourism (1) 2.→Visit a cultural village/ view cultural dancing → Participate in adventure activities e.g bunjee jumping → Attend an event, e.g fashion show, Tweede Nuwe Jaar → Just relax e.g. enjoying a ride on the beach → Game viewing e.g. going on a game drive (5)

15. Instructions to Learners Swop your books with the person sitting next to you. Using a different colour pen, mark the activity. Give the activity a mark out of 25 and sign Return activity and all learners are do corrections using the answers.

16. …answers contd… 3. *Spontaneous Budget Explorers – bungee jumping *New Horizon Families- Relaxing along the beach *High Life enthusiasts- Attend the fashion show *Seasoned leisure seekers- cultural tours *Well to do Mzanzi families – Game viewing (5) 4. *Spontaneous Budget Explorers – bungee jumping - Travel is a way to experience new adventures. * New Horizon Families- Relaxing along the beach – Travel is a way to expose their children to new experiences.

17. … answers contd 4. *High Life enthusiasts- Attend the fashion show – travel is a way to boost one’s social standing and enjoy the finer things in life. *Seasoned leisure seekers- cultural tours – they have a travel culture and it is a way of life to have memorable and different experiences. *Well to do Mzanzi families – Game viewing – travel is about escaping the city. 5. *Create cheap and affordable packages to the provinces such as the Northern Cape or Free State. * Develop niche activities such as bird watching in provinces such the Eastern Cape and Limpopo (10)