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South African Tourist-Generating Market Research Study

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South African Tourist-Generating Market Research Study SOUTH AFRICAN TOURIST-GENERATING MARKET RESEARCH STUDY COMMISSIONED AND SPONSORED BY EUROPEAN TRAVEL COMMISSION (ETC) ASSOCIATION OF NATIONAL TOURIST OFFICE REPRESENTATIVES (ANTOR) TOURIST BOARD OF SPAIN (TURESPAÑA) DIRECTED AND CO-ORDINATED BY Horacio Díaz del Barco TURESPAÑA Market Research Director July 2001 Estudios de los Mercados Turísticos Emisores SOUTH AFRICA Introduction This study is the result of a three-way collaboration between the following organisations, namely, the European Travel Commission (ETC), an international Brussels-based body with 32 European member countries, whose designated goal is world-wide promotion of Europe as a tourist destination, the Association of National Tourist Offices in South Africa (ANTOR), which groups together foreign Tourist Offices based in South Africa, and Spain’s official Tourist Authority (TURESPAÑA), the Spanish body tasked with promoting tourism in the various tourist-generating markets. The study, which was undertaken in response to the increasing interest aroused by the growing potential of the South African tourist-generating market, is structured in two well-defined parts. The first part corresponds to Chapters 1, 2 and 3 of the publication, and carries a description of the geographic, economic and social features of the country, as well as information of greatest interest concerning the South African tourist industry and opportunities for promotion afforded by the mass media and specialised trade fairs. This part was researched, drawn up and drafted in Johannesburg by Laura Castro Oliveira, a TURESPAÑA Scholarship Trainee, from February 2000-February 2001. The second part, corresponding to Chapter 4, focuses on an analysis of the South African tourist-generating market, with special attention to the profile of the Europe-bound tourist. The body of this chapter is based upon field work undertaken by Managing Service Business Ltd. South Africa (MSB), a consultancy firm commissioned by the ETC and ANTOR, which targeted private individuals as well as the professional South African travel and tourism sector. The results of another, smaller-scale survey conducted by Ms. Castro Oliveira are also shown as a complement to the above field work. Lastly, the study is completed by the addition of a series of annexes, including, among others, a list of the names and addresses of all main South African tour operators and travel agencies. 3 Tourist-generating Market Research Study TABLE OF CONTENTS Table of contents Page 1 - SOCIO-ECONOMIC FACTS OF SOUTH AFRICA ................................................ 7 1.1 Geography ............................................................................................................ 7 1.2 Political and administrative organization.............................................................. 9 1.3 Economy .............................................................................................................. 10 1.3.1 Current economic data .............................................................................. 11 1.3.2 Influence of economic factors on travel plans.......................................... 14 1.4 Population ............................................................................................................ 16 1.4.1 Population structure: different language groups ...................................... 16 1.4.2 Lifestyle: educational and family-related factors .................................... 17 1.4.3 School Calendar and Public Holidays ...................................................... 17 2 - THE TOURIST INDUSTRY IN SOUTH AFRICA.................................................... 19 2.1 Market overview: inbound, domestic and outbound tourism .............................. 19 2.2 Current status of the tourist industry in South Africa .......................................... 22 2.3 Outbound tourism ................................................................................................ 22 2.3.1 Size of the South African Tourist-Generating Market.............................. 22 2.3.2 Travel requirements. Visas........................................................................ 26 2.4 Tourist-generating travel agencies in South Africa .............................................. 27 2.5 Tourist-generating tour operators in South Africa................................................ 28 2.6 Transport: direct flights linking South Africa and Europe .................................. 30 3. PROMOTION ................................................................................................................ 33 3.1 Mass advertising: specialised magazines, newspapers and television programmes .. 33 3.2 Tourism and travel trade fairs, tourist workshops and seminars .......................... 39 3.3 Strategies facing the emerging travel market ...................................................... 41 5 Tourist-generating Market Research Study TABLE OF CONTENTS Page. 4. SOUTH AFRICAN OUTBOUND TRAVELLER MARKET .................................... 41 4.1 ETC/ANTOR study. travel preferences and South African tourist profile .......... 41 4.1.1 Quantitative phase: Interviews with South African travellers.................. 41 - Objectives ................................................................................................ 41 - Methodology............................................................................................ 41 - Sample .................................................................................................... 42 - Reasons for travel.................................................................................... 44 - Decision makers ...................................................................................... 45 - Countries visited...................................................................................... 59 - Duration of stay ...................................................................................... 51 - Holiday types experienced ...................................................................... 52 - Main attractions ...................................................................................... 58 - Future holiday types ................................................................................ 61 - Most important aspect(s) when choosing a holiday................................ 72 - Information sources ................................................................................ 75 - Package tour ............................................................................................ 77 - Conclusions ............................................................................................ 79 - Recommendations .................................................................................. 80 4.1.2 Qualitative phase: interviews with the South African tourist industry .... 80 - Methodology............................................................................................ 80 - Foreign travel in the Republic of South Africa ...................................... 81 - Foreign destinations ................................................................................ 82 - Sources of information used.................................................................... 84 - Europe as a tourist destination for South African tourists...................... 84 4.2 TURESPAÑA study. South African tourists in Europe profile............................ 88 4.2.1 Number of European countries visited on tours of several countries ...... 89 4.2.2 Features of most popular tourist destinations .......................................... 89 4.2.3 Most popular times of the year for travel to Europe ................................ 91 4.2.4 Package tours to Europe............................................................................ 92 4.2.5 Socio-demographic profile........................................................................ 93 4.2.6 Frequency and duration of travels ............................................................ 97 4.2.7 Source of information and bookings ........................................................ 98 4.2.8 Type of accommodation preferred ............................................................ 99 4.2.9 Style of travel ............................................................................................ 100 4.2.10 Competing destinations .......................................................................... 102 5 ANNEXES ...................................................................................................................... 103 5.1 Useful addresses.................................................................................................... 103 5.2 ASATA retail travel agencies................................................................................ 104 5.3 ASATA tourist-generating tour operators in South Africa .................................. 138 5.4 European Travel Guides........................................................................................ 140 5.5 European Tourist Offices belonging to ANTOR .................................................. 142 6 Tourist-generating Market Research Study SOUTH AFRICA 1. Socio-economic facts of South Africa 1.1. GEOGRAPHY Situated at the southern end of the African continent, between latitude 22º- 35º south and longitude 17º- 33º east, the Republic of South Africa covers a land surface area of 1,219,090 square kilometres. However there is only one time
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