2. The mandate of SA Tourism is... MANDATE AND KEY STRATEGIC OBJECTIVES... through six key objectives...... by acting in a focused way to... Sustainable GDP growth Increase in tourist volume Understand the market Improved geographic spread Facilitate the removal of obstacles Increase in tourist spend Improved seasonality patterns Increase in length of stay Promoting transformation Sustainable job creation Redistribution and transformation Choose attractive segments Facilitate the product platform Market the destination Monitor and learn from tourist experiences

3. INVESTMENT MARKETS DRC Lesotho Canada Zimbabwe Japan Botswana Ghana Uganda South Korea Italy Russia TACTICAL MARKETS Namibia Zambia UAE Switzerland Singapore STRATEGIC IMPORTANCE Egypt Israel Saudi Arabia Morocco Tunisia Malaysia WATCH-LIST MARKETS Malawi Swaziland Ethiopia Argentina New Zealand Austria Denmark Belgium Norway Sweden Finland Turkey Spain CORE MARKETS Angola Mozambique Kenya Nigeria Domestic (South Africa) USA Australia France Germany Netherlands UK Tanzania Brazil China (incl. Hong Kong) India MARKETS DEFINED 2014-2016

4. 1. Africa 6,889,389 arrivals 3.8% 5. Australasia 148,660 arrivals 4% 3. Middle East 57,382 arrivals 5.9% 4. North America 417,582 arrivals 6.1% 2. Europe 1,494,978 arrivals 7% 6. Central and South America 129,463 arrivals 8% 3. Asia 435,076 arrivals 9.2% 8. Indian Ocean Islands 24,394 arrivals 13.3% GRAND TOTAL 9,616,964 arrivals 4.7% up from 2012 Largest long-haul traffic for South Africa Largest traffic overall for South Africa TOURIST ARRIVALS 2013

5. Share of total visitors 2013 – 42% 2012 – 45% 2011 – 46% GautengTourism Landscape Top tourist destinations in SA 1- Gauteng 2- Western Cape 3- Limpopo Total Tourist Arrivals 2013- 4 000 764 2012- 4 100 905 2011- 3 861 941 Africa Air is big growth market for Gauteng, regarded as a business and shopping hub

6. KEY SEGMENTS

7. Seeking natural beauty and authentic cultural experiences. Luxury and comfort is key Safari is a big draw card when travelling to Africa Safety and security is an important consideration when choosing a destination Traditionally wealthier, Experienced international travellers Between 40-60 years old. Prefer independent or small group travel

8. They have considerable travel experience Looking for experiences centered on nature, culture and adventure, with a strong liking for the ‘urban vibe’ Drawn to emotional appeal of a destination Most positive about South Africa Also want to travel the world Younger urban professionals,singles or couples aged 25 - 40 year olds Higher income earners, with considerable travel experience

9. NIGERIAN TOURISTS African travellers consider trips to their dream destinations as a once in lifetime opportunity. They expect impartial treatment and want to be respected like travellers from developed countries and consider travelling as a way to learn new things and gain knowledge They want to enjoy upmarket dining and wine without the upmarket price Occasionally they will want to have Nigerian food... tell them about any Nigerian restaurants nearby They want to visit places with political significance, e.g. Apartheid Museum, Robben Island, etc They take a holiday to get out of the hustle and bustle of Nigeria, so give them options to relax, e.g. relaxing at hotel pool They love shopping at upmarket malls They enjoy going out to hip-hop clubs … suggest any hip-hop clubs around Safe and reliable transport is key … suggest transfers that are reliable and well known GREETINGS The three major languages are Yoruba, Hausa and Igbo. A general welcome in each language should, however, be sufficient. Yoruba: E kaabo Hausa: Saanu Igbo: Ndeewo

10. Welcome is a South African Tourism initiative that aims to create and sustain engagement, information sharing and education with industry stakeholders The Welcome initiative is for all members of the tourism industry, from seasoned tourism business owners to start-ups

11. WHY WELCOME South Africa is rated very poorly on “Welcoming people”, prior to tourists visiting the country- perception Safety and security remains a big concern of tourists However, once tourists have visited South Africa, Welcoming scores the highest rating in “The Best Experience in SA” study

12. -Share something of yourself -Make their experience unique WHAT TOURIST EXPECT FROM US TO BE WELCOMING -Support their choices -Providing them with information -Advise they need to freely explore - Show tourists hidden, undiscovered, hard-to- reach facets of our country - Be open, friendly and helpful -Introduce them to our common heritage and the modern South Africa -Provide efficient and excellent service -This trip is important to them and is a reward; acknowledge this

13. What makes a great ‘welcoming’? A warm smile and standing up straight, Look the person in the eyes Pleasant and helpful in the way you speak to someone Dressing presentably so tourists have confidence in what you say How we can address these issues: Only you can have a genuine interaction with a tourist Your insightful recommendations make their experience better All these things, combined with your experience, knowledge and opinions, make your expertise unique Be proud of the difference you make, it shows Your contribution is helping your business and the economy grow You have the insights and knowledge that tourists need There’s no other person like you; show how uniquely South African you are Be happy at your job, because it’s making tourists happy too WHEN YOU SHARE THE BEST OF YOU, YOU ARE TRULY ‘WELCOMING’

14. WHEN YOU POSITIVELY IMPACT EVERY TOURIST YOU COME INTO CONTACT WITH

15. WELCOME AV

16. WEBSITE Newly launched Southafrica.net/welcome

17. GET TO KNOW YOUR TOURIST Mandarin Hotel Directory

18. TOOLKITS Mandarin Welcome letter Mandarin Hotel Directory Online banners

19. SOCIAL MEDIA “ Make someone's day today”, share your stories and pictures with us

20. Aneshree Rambally TRM: Product +27 (0)11 895 3101 aneshree@southafrica.net For more information, or to book a Welcome insights session in your town, contact: