1. Development of a Framework for Provincial Tourism Statistics Presentation to Provincial Tourism Coordinating Committee (PTCC) 27 October 2015

3. Phase 1: Compile Secondary Data Eastern Cape Tourism Training Logistics Training manualTraining Programme Collection of Initial Data-Case Study Case Study Tour- KZN Identify Case Studies Identify indicators Outcomes Report Compile Eastern Cape Statistics Collect and collate statistics Source, Frequency, release dates and restrictions Phase 2: Framework for Tourism Statistics Collection and Primary Data Implementation Plan and Statistics Framework TrainingFramework for tourism data collection Pilot Primary Data collection Undertake a pilot survey to test recommendationsWould not be a representative sample Develop a plan for Primary Statistics Collection Harmonise data compatibility and comparabilityDevelop data collection tools Stakeholder Liaison and Municipal Profile Identify Provincial and National Tourism Stakeholders WorkshopMunicipal and institutional profile Training Training manual finalisedTraining administered Phase 3: Packaging and Reporting Close Out Report Key lessons learntRecommendations Implementation Plan Develop a Provincial Statistical Publication Frequency of release Indicators – Primary and Secondary Represent data, discussion of content, design and release report WE ARE HERE Orientation Inception Report Discuss critical data gaps

4. The objectives of the study  To develop a framework for the collection and collation of tourism data at provincial, district and destination level.  To promote and improve the quality and quantity of tourism data information within the province to inform planning and decision making at regional level.  To standardise collection of tourism data and reporting.  To improve and promote monitoring of tourism sector performance.  To promote alignment and consistency in reporting on tourism research with the NTSS, Provincial Strategy and SAT Statistics.  To provide baseline information in areas where this is lacking.  To provide training to DEDEAT/ECPTA tourism and research staff to raise capacity for maintenance and improvement of the reporting framework.

5. Elements of the Study Case study analysis and benchmarkingSpreadsheet frameworkTrainingTourism Research Management FrameworkMunicipal and Stakeholder consultation

6. Why tourism research is different to other sector research 1.Tourism customers don’t buy a good 2.There is no single purchase decision a)a trip, domestic or international, daytrip or overnight is not normally one purchase decision. 3.The tourism industry includes may related industries and sales in other sectors: catering, trade, agriculture, business services, finance etc. 4.Its an intangible object

7. Tourism Stats in the News Retrenchments a possibility – FEDHSA- Tourism Update 1 Oct 2015

8. Case Study

9. INTERVIEWS CONDUCTED WITH NATIONAL ENTITIES STATISTICS SOUTH AFRICA Tourism Satellite Accounts Unit Domestic Tourism Survey Unit STATISTICS SOUTH AFRICA Tourism Satellite Accounts Unit Domestic Tourism Survey Unit SOUTH AFRICAN TOURISM (SAT) NATIONAL TOURISM RESEARCH & KNOWLEDGE MANAGEMENT (NTR&KM) COMMITTEE NATIONAL DEPARTMENT OF TOURISM SANParks Tourism Marketing Research Unit SANParks Tourism Marketing Research Unit

10. INTERVIEWS CONDUCTED WITH PROVINCIAL RESEARCH ENTITIES KWAZULU-NATAL Tourism KwaZulu-Natal EThekwini Tourism KWAZULU-NATAL Tourism KwaZulu-Natal EThekwini Tourism GAUTENG Gauteng Tourism Authority GAUTENG Gauteng Tourism Authority WESTERN-CAPE Wesgro Research Unit WESTERN-CAPE Wesgro Research Unit LIMPOPO Limpopo Tourism Agency LIMPOPO Limpopo Tourism Agency MPUMALANGA Mpumalanga Tourism and Parks Agency MPUMALANGA Mpumalanga Tourism and Parks Agency NORTH-WEST PROVINCE North West Parks and Tourism Board NORTH-WEST PROVINCE North West Parks and Tourism Board FREE-STATE Department of Economic Development, Tourism and Environmental Affairs FREE-STATE Department of Economic Development, Tourism and Environmental Affairs NORTHERN CAPE Northern Cape Department of Economic Development and Tourism NORTHERN CAPE Northern Cape Department of Economic Development and Tourism

11. Findings Some provinces are more advanced with research and reporting than others- this correlates to the level of importance province has as a domestic or international destination Part from three leading provinces in research, the majority of provinces are in the same situation as the EC Lack resources, capacity and know how Data is national and often not relevant at provincial level No sub-regional data Don’t subscribe to data publications All provinces required to report on tourism indicators to NDT Yet data is all nationally collected NDT has not considered developing a framework for provinces to collect research.

12. Case Study Recommendat ions  Research is expensive –R5 million p.a.  Need time to develop and phase in various elements  Annual planner is crucial – every year at the same time events happen need to be ready for them  Benchmark your department  Clear distinction between agency and the Department research activities  Build good relationships with stakeholders- ACSA, Road agency, Convention Bureau and the LTOS  Annual updating on databases, baseline data collection  Employ staff with the right attitude, qualifications and background  Know the reason for research  Utilise National tourism research and knowledge management forum  Presentation of findings is important  Use of regional municipalities

13. Eastern Cape Profile Figure 12: Bednights- Eastern Cape 2005-2013 Domestic Travel20122013Growth Total Domestic Trips25.4 million25.2 million Domestic Travel Incidence- Annually40%35% Average number of trips by a South African Adult 2.02.1 Trips by Purpose VFR: 70% Holiday: 11% Business: 8% Total Direct Domestic SpendR21,8 billionR24,3 billion 12% Source: SAT,2013 Table 19: Domestic Tourism Statistics

14. Eastern Cape Profile  Accessed available Eastern Cape data  StatsSA  SAT  SANParks  ACSA  Port Authority  Analysed the data limitations, frequency, reliability etc. of each source  Analysed the EC data to draw tourism profile for the province  Interviewed DMs, LTOs and Metros’ and ECPTA on their tourism research activities.

15. Data Sources SAT SAT Departure Survey Results in Annual / quarterly / monthly reports Domestic Survey Only available till 2018 StatsSA Domestic Survey Migration Study Dept of Home Affairs immigration Accommodation survey National Tourism Satellite Accounts Other Provincial Agency Supply database TGCSA Graded accommodation ACSA Airport arrivals STR Hotel occupancy Forward Keys Arrivals source markets Attraction Visitor Numbers

16. Limitations of Surveys  SA Tourism’s Departure Survey  is weighted using the data published by StatsSA. Should this data be incorrect, there would be a direct impact on the data released by SAT.  Samples are drawn to be representative at a national level. As tourists only visit on average 2 provinces, reliability of data for other provinces diminishes.  Sample size for EC is based on how many people interviewed visited the EC  Tourism Satellite Account  Highly complex and expensive  2 year delay in data analysis  Migration Report  Differentiates between: South Africans, foreign travellers, foreign arrivals, visitors, tourists because the report is not a tourism report – it is a report on migration hence the need for precise differentiation.  Delayed in the past by Dept of Home Affairs  Transit visitors are now excluded  StatsSA Domestic Survey  Will supersede the SAT Domestic surveys and completely replace it by 2018

17. Categorising the Data

19. Framework for Tourism Data Collection

20. Existing situation  There is an gap for standardised data collection methods in South Africa at provincial, district, local and destination level.  There are a few provinces who have mastered collecting data at district, local and destination level those being KwaZulu-Natal, Gauteng and the Western Cape.  Currently provincial, district, local and destination entities are dependent on information received from South African Tourism, StatsSA and the Tourism Satellite Accounts to formulate annual reports and performance indicators.  Existing tourism information systems do not have an overall framework for the collection of tourism information. The focus is on destination demand information and performance measurements.

21. Findings for a Statistical Framework  The Eastern Cape should establish its own research programme and publish their research on their website as it is the first source of access which planners/stakeholders/tourists have with the Province and information needs to be readily available to them.  Eastern Cape could negotiate a partnership with NDT and StatsSA for increasing sample sizes in the national surveys and expanding methodologies of the surveys to allow for a suitable and consistent level of statistical accuracy at provincial level and for key local destinations.  Eastern Cape implement an effective statistical ‘warehouse’ system for the province where nationally extracted and locally collected data can be stored and retrieved over longer periods, with easy access to stakeholders.  Setting up a regional tourism observatory in collaboration with a local university or private consulting partner as the key unit for operationalising an information system for the Eastern Cape.  Where it is not viable to expand or adapt surveys to ensure validity of regional and/or local findings, statistical modelling and simulation methods should be investigated and applied for extrapolating data to local level.  Consider and expand statistics beyond demand and supply measurement to the other areas such as, measuring environmental, social, cultural and economic sustainability.  An Annual Research Plan is necessary for the Eastern Cape to formulate a programme to guide specific research projects that needs to be undertaken.

22. Designing a Provincial Tourism Research Management System (TRMS) Tourism Development Goals Tourism Information objectives Tourism information and data requirements The focus of any research management system is to provide the right information at the right time to facilitate decision making. The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan.

23. Economic Output Increase in accommodation and catering sub-sector GDP Domestic Tourism Increase share of overnight visitors Increase direct spend of domestic visitors (including overnight and same-day visitors) to the Eastern Cape Increase number of holiday trips to the Eastern Cape Foreign Tourism Arrivals Increase share of foreign tourists Employment Increase the number of people employed in the sector (direct) and maintain current jobs Investment Increase the ECPTA tourism budget allocation Increase the provincial government and municipalities’ tourism budget allocation Increase private sector investment in tourism (for new and existing projects) Geographic Spread Increase share of foreign and domestic bednights spent in lesser visited parts of the province Rural Urban Increase the number of visitors and bednights spent in rural areas of the province Seasonality Increase share of bednights spent in low-season months Stakeholders Number of transfrontier/ trans-boundary programmes implemented Tourism institutional framework implemented Skills Development Ensure that national MOU is also implemented in the Eastern Cape Regular tourism research processes implemented at all municipalities in the province Visitor Experience Visitor expectations met in the Eastern Cape (data to be drawn from national rating system) Tourism Awareness Increase levels of awareness of tourism and its value within the Eastern Cape Increase level of community participation in the sector Increase the number of councillors and officials that have been trained in tourism Brand/ Marketing Awareness Eastern Cape brand awareness in core markets BEE Increase number of companies with BEE scorecard Increase number of tourism companies reaching scorecard targets Increase number of black majority-owned companies in the tourism industry Responsible Tourism Increase number of tourism programmes and projects led by and benefiting communities Increase in number of tourism businesses incorporating responsible tourism management and practices in line with responsible tourism standards ECTMP focus Areas and measures of Performance

24. Goals for Tourism Development To grow tourism demand in the Province within the competitive global and domestic environments. The goal of growing demand leads on to a number of objectives such as improved market segmentation, marketing and branding, the distribution of destination information and increased ease of access by tourists to the tourism service and facilities. To grow and develop the supply of appropriate quality levels of tourism products and services in the province such as tourism infrastructure, accommodation facilities, attractions and activities that aligns to tourism behaviour patterns and related market segments identified. Policy objectives that relate to this goal deals with the spatial distribution of tourism facilities and emerging enterprises. To improve the efficiency and effectiveness of existing and new tourism value chains taking into account the delivery of responsible and accessible tourism facilities and tourism services. Also important to this goal is the development of people skills and capacity. To establishment a sound institutional framework within the Province, improve tourism policy and related legislation environments and to remove hindrances and blockages in the tourism system such as organisational inefficiencies. Other objective that falls within this goal are the transformation of the tourism sector; achieve; rural tourism and emerging tourism enterprise development.

25. A Tourism Research Framework

26. Unpacking Tourism Information Indicators

27. Organising for Implementation – Provincial responsibility for TRMS SCENARIO ASCENARIO BSCENARIO C ECPTA ECPTA & DEDEAT DEDEAT  Existing model in SA to use the DMO for research;  Focus mainly on visitor profiling information  Partnership between ECPTA & DEDEAT  ECPTA can continue to focus on visitor profiling  DEDEAT focuses on performance  DEDEAT responsible for tourism development  Report on performance indicators to NDT The focus of any research management system is to provide the right information at the right time to facilitate decision making. The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan holistically.

28. Organising for Implementation – Structuring a Tourism Research Management Unit The budget estimate for the establishment and operation of an Eastern Cape Tourism Knowledge and Information Unit is estimated to be in the order of R5 to R6 million annually.

29. Action Plan Actions Required The framework should be taken to a broader NATIONAL AND PROVINCIAL forum for buy-in A detailed business plan should be development for the Tourism Research Unit An Annual Research Plan is necessary Setting up a regional tourism observatory Implementing an effective statistical ‘warehouse’ system Starting with a limited number of indicators and adapting and expanding the set of indicators as the project expands Statistical modelling and simulation methods should be investigated and applied for extrapolating data to local level Consider and expand statistics beyond demand and supply measurement to the other areas such as, measuring environmental, social, cultural and economic sustainability Working with NDT and StatsSA in defining suitable statistical sample plans

30. Recommendations The Way Forward Get broad base buy in from National, Provincial and Local levels Preparation of Business Plan for EC TRMS The detail planning for and implementation of the Eastern Cape Tourism Knowledge and Information Unit should be undertaken. This also entails the planning and development of the research programmes and the design of the statistical methodologies to the implemented by the Unit.

31. Questions