SA Tourism Presentation of the SA Tourism to Portfolio Meeting Tuesday 6 September 2011 Cape Town
… Purpose • To provide progress or feedback to Portfolio Committee on the national Conventions Bureau.
Implementation of the Convention Bureau Strategy Back ground SA Tourism is mandated to promote South Africa as a leisure, events and business tourism destination internationally. Currently South Africa is ranked 34 on the ICCA rankings having hosted 90 meetings last year. South Africa’s potential as a host of big events and meetings is underexploited and the successful hosting of the 2010 FIFA World Cup presents huge growth potential.
… Vision • Vision • The South African Convention & Events Bureau will lead development efforts that will position South Africa as Africa’s leading centre for regional and international conventions, exhibitions, incentives, arts, cultural and sports events.
… Mission • Mission • To capitalize on South Africa’s World Cup profile to attract more conventions and events to South Africa. • To leverage events to build tourism, enhance the quality of the tourism experience and strengthen South Africa’s reputation and brand. • To better coordinate event development efforts by government and industry to gain a competitive advantage over other nations. • To help achieve South Africa’s 2020 National Tourism Sector Strategy goals: • 15 million arrivals • GDP to R499 Billion • 225,000 new tourism sector jobs
… Goals • Goals • South Africa will achieve a 50% increase in the number of international conventions occurring by 2020 • South Africa will have 100 Exhibitions Occurring by 2015 • South Africa will add 50 new events to its annual calendar by 2015
… Action Plan for the next 18 months • July 2011, marked the active participation in a crucial Business Tourism conference, the South African Association for the Conference Industry. With over 200 confirmed meetings and conferences scheduled, bringing in excess of 300,000 delegates over the next five years, we continue growing our Business Tourism offering as a critical pillar of our sector. • The imminent establishment of the National Conventions Bureau will further consolidate and coordinate, improving our capability and capacity to bid for even more business-tourism related events
… Action Plan for the next 18 months • To achieve the above deliverables, a 3-phased project running over a period of 18 months is planned: • Phase 1: Strategy consultation and development: 6 months (+-October 2011 – March 2012) • Phase 2: Development of key frameworks, policies and activation plans: 6 months (+- April 2012 – Sep 2012) • Phase 3: Activation of an operational NCB: 6 months (+- October 2012 – March 2013)
… 2011/12 Priorities • Phase 1: Strategy Consultation and Development • To enhance and refine the current NCB strategy, securing stakeholder and partner engagement through road shows / involvement in the implementation process • Deliverables: Month 1-3 (+- October 2011 – December 2011) • Consultation on an individual and group basis as well as through communication mediums with key stakeholders, partners, industry, government, potential clients to ascertain views, ideas and concerns regarding a South African NCB • Research world-class best practice for NCBs • Determine existing convention bureau practice and resources within SA • Determine existing research and data availability • Determine existing staff skills and experience
… 2011/12 Priorities • Deliverables: Month 4-6 (+- January 2012 – March 2012) • Prepare a draft strategy for SAT Board and Departmental approval • Secure stakeholders support and understanding of the proposed strategy through a varied programme of communications activities including road shows • Develop a budgeted activation plan for the NCB • Develop an organisational structural plan for the NCB with recommendations on staffing and personal • Data collection for 2012 ICCA rankings
… 2012/13 Priorities • Phase 2: Development of Key Frameworks, Policies and Guidelines • Production of key frameworks, policies and guidelines for Board and Departmental approval and continued relationship building and consultation with key stakeholders and potential partners • Deliverables: Month 7-12 (subject to agreed Strategy) (+-April 2012 – September 2012) • National bidding policy • Event selection framework • Subvention policy • Membership programme proposal • Continued engagement with stakeholders and partners for buy-in to NCB strategy and membership programme • Evaluation of current business tourism branding and fit with NCB • Database creation such as ICCA ranking, ICCA events, partners, future association events, sporting events, cultural events
… 2012/13 Priorities • Phase 3: Operational National Convention Bureau • Roll out of guidelines and oversee activation of operational NCB services • Deliverables: Month 13-18 (+-October 2012 – March 2013) • National bidding policy guidelines • Event selection guidelines • Subvention guidelines • Set NCB goals and targets for Year 1 and on-going three year period • Ensure activation of NCB services, which could include; • Client Services: bidding assistance, destination information, marketing materials, events planning, ideas generation, pre and post tours and subvention support • Industry Services: event support, bid fund, research information, access to marketing platforms, referrals, sales leads, mentoring and training • Demand Generation: trade exhibitions, ambassador programmes, hosting programmes, tool kits, PR, affiliations, social media, events diary, workshops, web and seminar programme, incentive programme, country offices sales programme • Research: delegate and inbound surveys, industry ranking, Country Brand Index, event evaluation, ROE, economic impact, ROI, legacy data, intelligence web portal, monitoring and performance indicators
…Recommendations • It is recommended that Portfolio Committee: • Note progress on the action plan for the National Conventions Bureau. • Provide comments