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SA Tourism Updated 2013/2014 Annual Performance Plan and 5 Year Strategic Plan

SA Tourism Updated 2013/2014 Annual Performance Plan and 5 Year Strategic Plan. 23 April 2013. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance

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SA Tourism Updated 2013/2014 Annual Performance Plan and 5 Year Strategic Plan

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  1. SA Tourism Updated 2013/2014 Annual Performance Plan and 5 Year Strategic Plan 23 April 2013

  2. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Breakdown of Tourism Budget Contents Strategic Plan & Annual Performance Plan - 23 April 2013

  3. Vision and Mission • VISION OF SA TOURISM For South Africa (SA) to be the preferred tourist destination in the world, in order to maximise the economic potential of tourism for our country and its people. • MISSION OF SA TOURISM To develop and implement a world-class tourism marketing strategy for SA. In pursuance of this SA Tourism will: • Implement domestic, regional and international marketing strategies informed by research • Implement a business events strategy • Implement and maintain a recognisable, credible and globally benchmarked system of quality assurance • Facilitate strategic alignment of provinces and industry in support of global marketing of tourism. • Facilitate the removal of identified obstacles to tourism growth. • Ensure the efficient utilisation of resources to deliver the tourism strategy Updated SAT 2013/14 APP and 5 Year Strategic Plan

  4. Values of SA Tourism Strategic Plan & Annual Performance Plan - 23 April 2013

  5. Understand the market Choose the attractive segments Market the Destination Facilitate the removal of identified obstacles Facilitate the product platform Monitor and learn from tourist experience SA Tourism’s Mandate set out in the Tourism Act makes it clear that it needs to make choices that will benefit all South Africans Redistribution and transformation Sustainable GDP Growth Sustainable job creation The mandate to SA Tourism is ... Increase in tourist volume Increase in tourist spend Increase length of stay . . . through six key objectives . . . Improve geographic spread Improve seasonality patterns Promote transformation . . . by acting in a focused way to . . . Strategic Plan & Annual Performance Plan - 23 April 2013

  6. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Break down of Tourism Budget Contents Updated SAT 2013/14 APP and 5YR StratPlan

  7. Steps of the Portfolio Review 3rd filter 2nd filter 1st filter 133 117 Exclude markets population less than 3 million people OR GDP PPP of less than $11 000 Top markets in terms of outbound volume and value Exclude Africa and subdivide it into 5 regions 199 countries Exclude SADC (Africa Land markets) from the elimination process (proximity to SA). 42 Salient set From the remaining countries. Excludes countries with less than 150k outbound Travel and Population of less than 3 Million 40 How attractive are these markets in the short term and the long term? 24 The remaining countries including SADC (Africa land markets) qualify for Africa Salient set of countries Core Tactical Investment and Watch-List markets 4th filter Final portfolio Application of cost-benefit evaluation Strategic Plan & Annual Performance Plan - 23 April 2013 *Africa land markets are markets where more than 60% of arrivals to SA arrive by land.

  8. Key things that have changed in the 5th Portfolio Review. • 1. We treat the African continent different from the rest of the world. • Subdivide the Africa continent into 5 different regions / hubs • Countries with outbound less than 150K per year and a population of 3 Million will be filtered out. The average outbound per annum for African countries is 500K , while population is 7 million. The aim is to include as many countries as we can hence the very low threshold. • SADC (Africa Land Markets) will automatically qualify because of its proximity. • 2. For the rest of the world, we will no longer use the $2 000 GDP filter. Instead we will use GDP PPP of $11 000 per annum as a Filter for affordability. Its similar to a Big Mac Index. • 3. We plan to use the hub strategy around the world to increase market penetration, the hub approach will also be applied when markets have been filtered through all the other criteria so that we can combine markets in the portfolio based on proximity, language, trade links eg USA and Canada; Japan and Korea; Netherlands and Belgium. Strategic Plan & Annual Performance Plan - 23 April 2013

  9. 4th Portfolio Review Outcome Implemented effective 01/04/2011 to 30/03/2014 2011 – 2013/4 Country Manager Regional Director GM: Watchlist Global Stakeholder Manager Strategic Plan & Annual Performance Plan - 23 April 2013

  10. 5th Portfolio Review Outcome to be Implemented Effective 01/04/2014 – 30/03/2017 Responsibility Country Manager Regional Director Stakeholder Manager TRM: Global Strategic Plan & Annual Performance Plan - 23 April 2013

  11. Proposed Hub Strategy commencing 1 April 2014 • Objective of the Hub Approach • To link and combine markets of strategic importance as hubs to realise a greater return on investment. • Factors considered: • Combined outbound travel • Proximity • Airlinks • Culture • Language Strategic Plan & Annual Performance Plan - 23 April 2013

  12. Proposed Hub Approach for Implementation from 2014 to 2017 Americas Asia & Australasia Europe Latin Americas Asia Pacific Central Europe North Americas United Kingdom Africa West Africa East Africa Benelux & Scandinavia (**) Australasia France (Office) India Central Africa Italy (Office) Asia Air Link Hub SADC Notes: ** 1 Trade Relations Manager will be appointed – approved by Board (Shanghai, South Korea, Russia, Scandinavia as well as Tanzania and Uganda) *** Future Plans Strategic Plan & Annual Performance Plan - 23 April 2013

  13. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Break down of Tourism Budget Contents Strategic Plan & Annual Performance Plan - 23 April 2013

  14. MTEF Allocation to Aggressively Grow Africa • Objectives to Drive Growth from the Continent to meet NTSS Target • Increasing regional awareness of South Africa as a tourism and leisure destination. • Increase arrivals and spend from Africa to contribute to GDP and job creation. • In SADC, our market penetration is high but opportunities exist to promote repeat travel and to turn shoppers into holiday travel. • In Africa Air markets, sizable opportunity exists to attract high value business and leisure travellers. • Setting up five marketing offices in key African markets by 2020. • Implementation of regional tourism programmes. Strategic Plan & Annual Performance Plan - 23 April 2013

  15. Strategic Plan & Annual Performance Plan - 23 April 2013

  16. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Break down of Tourism Budget Contents Strategic Plan & Annual Performance Plan - 23 April 2013

  17. Domestic Tourism Strategy Updated SAT 2013/14 APP and 5YR StratPlan

  18. Complete Brand Audit of current Domestic Tourism Campaign Re-launch new improved strategic Domestic Campaign, aligned with 5 segments Apply digital best practice, integrated into new campaign execution Engage low cost airlines to improve regional distribution Radio DJ Programmes Key Initiatives Strategic Plan & Annual Performance Plan - 23 April 2013

  19. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Break down of Tourism Budget Contents

  20. Strategic Outcome Oriented Goals, Goal Statement and Objectives Strategic Plan & Annual Performance Plan - 23 April 2013

  21. Strategic Outcome Oriented Goals, Goal Statement and Objectives Strategic Plan & Annual Performance Plan - 23 April 2013

  22. Strategic Outcome Oriented Goals, Goal Statement and Objectives Strategic Plan & Annual Performance Plan - 23 April 2013

  23. Strategic Outcome Oriented Goals, Goal Statement and Objectives Strategic Plan & Annual Performance Plan - 23 April 2013

  24. Strategic Outcome Oriented Goals, Goal Statement and Objectives Strategic Plan & Annual Performance Plan - 23 April 2013

  25. Number of Graded Establishments - as at end March 2013 Annual Target was 6 172 Strategic Plan & Annual Performance Plan - 23 April 2013

  26. Number of Bids Secured for South Africa: 2013 - 2017 Bids 2013 Bids 2014 Strategic Plan & Annual Performance Plan - 23 April 2013

  27. Number of Bids Secured for South Africa: 2013 - 2017 Bids 2015 Bids 2016 Strategic Plan & Annual Performance Plan - 23 April 2013

  28. Number of Bids Secured for South Africa: 2013 - 2017 Bids 2017 Bids 2017 Updated SAT 2013/14 APP and 5YR StratPlan

  29. Vision, Mission and Mandate Steps of Portfolio Review and Hub Strategy Africa Growth Strategy Domestic Tourism Strategy Strategic Objective Annual Targets, Performance Break down of Tourism Budget Contents Strategic Plan & Annual Performance Plan - 23 April 2013

  30. Revenue & Expenditure Estimates Strategic Plan & Annual Performance Plan - 23 April 2013

  31. Revenue & Expenditure Estimates Strategic Plan & Annual Performance Plan - 23 April 2013

  32. SA Tourism Budget (Breakdown) Strategic Plan & Annual Performance Plan - 23 April 2013

  33. Budget for Africa Growth Strategy Strategic Plan & Annual Performance Plan - 23 April 2013

  34. Expected expenditure growth at CPIX except for the Marketing functional units where emerging economies and domestic market will expend more. Staff increase expected from 189 to 194. Estimated CAPEX of R21.58 (2012/13) and R18.75m (2013/14) in respect of opening of new offices – Brazil, Nigeria, Angola and Kenya estimated. Estimated CAPEX of R5m (2012/13) and R6.29m (2013/14) in respect of HQ Office extension for Phase 1 and 2 respectively. Estimated R13.08m (2012/13) and R10.6m (2013/14) for software, hardware, vehicles and lease improvements. Other Resource Considerations Strategic Plan & Annual Performance Plan - 23 April 2013

  35. Thank You

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