Question NW1205 to the Minister of Tourism
26 April 2023 - NW1205
Winkler, Ms HS to ask the Minister of Tourism
Whether the 3-year Integrated Destination Brand Marketing Strategy has been approved; if not, on what date is it envisaged that it will be approved; if so, what are the relevant details?
Reply:
I have been informed by SA Tourism that the 3-year Integrated Destination Brand Marketing Strategy was approved by the South African Tourism Executive Committee on 22 December 2022.
The objective was to develop a 3-year destination marketing strategy to address the target of reaching 21 million arrivals by 2030 while considering the destination marketing objectives for leisure, business and corporate brands.
At the core of the strategy is our vision is to position South Africa as an exceptional tourist and business events destination that offers a value-for money, quality tourist experience that is diverse and unique.
This will be achieved by marketing South Africa both domestically and internationally in order to increase the volume of tourists and the value they add to the economy by:
- Implementing an integrated tourism marketing strategy for South Africa
- Promoting South Africa as a world-class business events destination
- Facilitating the delivery of service-orientated, quality-assured tourism experiences
- Positioning South African Tourism as an industry thought leader
- Championing a digital outlook for the industry
- Enhancing stakeholder participation and collaboration.