No wrong turns in Mzansi

The Tourism Month campaign, Sho’t Left, is designed to get South Africans out their homes, out their neighbourhoods and exploring their beautiful country.
THERE is no such thing as a wrong turn; take a Sho’t Left around Mzansi and get acquainted with local scenic landscapes and picturesque tourist attractions while discovering more about your country at every turn.

Tourism Minister Marthinus van SchalwykTourism Minister Marthinus van SchalkwykThis is the message behind Sho’t Left, the Tourism Month campaign that aims to promote a culture of domestic travel among South Africans. Tourism Month falls in September.

Domestic tourism is the backbone of a sustainable and robust tourism industry. “So we want to convince South Africans to travel their own country, to spend some of their money here and not only internationally. It is good for the economy and it is good for job creation,” said Tourism Minister Marthinus van Schalkwyk.

He was speaking at the launch of Tourism Month on 25 August in Tshwane. Van Schalkwyk said there would also be an emphasis on developing the skills of those working in the industry and those wanting a career in tourism.

The Department of Tourism aspired to increase domestic trips from 30,9 million in 2009 to 54 million by 2020, increase the contribution of domestic tourism to gross domestic product to 60 percent by 2020, and assist in achieving targets set by the sector to create 225 000 jobs by 2020.

A variety of affordable travel packages have been introduced for September, and throughout the month local travel agents will be educated and equipped with the necessary skills to sell the country to locals better.

Video
Tourism Month 2011 has been launched and citizens are encouraged to take a Sho't Left of their country. View video.
To ensure that domestic travel was more exciting, accessible and affordable to locals, the department had forged meaningful partnerships with the private sector to help raise awareness about domestic travelling.

Tourism Month aims to get people to travel domestically, learn more about the country, its diversity and tourism offerings. It is targeting about 18 million adult South Africans.

Phumi DlomoPhumi Dhlomo: more South Africans able to travel“The key is to remain relevant and to constantly evolve to keep up with the demands of an ever-changing consumer,” said Phumi Dhlomo, the regional director of Africa and domestic tourism at South African Tourism.

“Through these partnerships more South Africans are able to travel, as the deals are affordable. A person earning a gross income of between R5 000 and R15 000 per month can afford to travel their own country,” he said.

Statistics
In 2008, about 32,9 million domestic trips were undertaken compared to 35,9 million in 2007. South African Tourism said about 29,7 million domestic trips were undertaken last year compared to 30,3 million in 2009. Last year, 43 percent of adult South Africans travelled the country, with an average of 2,2 annual trips per traveller, up from 2009’s average of 2,1 annual trips per traveller.

The number of people visiting friends and relatives had declined in terms of the share of total trips, while more South Africans are now inclined to travel only for leisure. Domestic tourism contributed 79 percent of all tourism volumes in 2010; however, the local sector only contributed 23 percent of direct tourism spend.

While there was a decrease in the number of people travelling domestically, there was an increase in the average number of trips taken and a slight increase in spend, the department said.

Travelling for leisure had increased by 1,4 percent to 13,4 percent, while direct spend on holidays grew from 22 percent in 2009 to 31 percent last year. The total annual bed nights recorded for domestic tourism increased to 130,8 million, up from 128,4 million in 2009. This translates into a 1,8 percent increase year-on-year.

Ambassadors
What was different about this year’s campaign was that new market trends were considered and trendsetting individuals were consulted and were used as ambassadors, Dhlomo said. They include eccentric rock n roll band, BLK JKS; Joburg artist, Mary Sibande; popular deejay and producer, Black Coffee; Natalia Molebatsi, writer, performance poet and workshop facilitator; and fashionistas, Cream Cartel.

Joburg artists SibandeJoburg artists Mary Sibande is Tourism Month ambassadorDhlomo said travellers could book a Sho’t Left by calling any travel agent’s call centre, walking into any retail outlet, logging on to the Sho’t Left website or mobisite, or through Facebook and Twitter. Sho’t Left is also on YouTube.

“Sho’t Left means a short trip or quick getaway. No matter where your Sho’t Left takes you, a new experience lies around every corner of this beautiful country. There is no such thing as a wrong turn in South Africa.”

Tourism Month starts on the first day of September and is about encouraging locals to embark on domestic trips, celebrate diverse cultures and heritage, and ultimately boost the country’s tourism sector, which generates over R20-billion for GDP on a yearly basis. Overall, the tourism sector has contributed about R356-billion to the GDP since 2003.

“The strategy for the new Sho’t Left campaign is founded on South Africa’s ability to deliver diverse, memorable, enriching and affordable experiences around every corner. The campaign highlights the unexpected wonder of a country filled with memories waiting to be made,” said Dhlomo.

The idea is attract people from all walks of life to visit at least one heritage site or destination outside their neighbourhood, at least once in their lifetime.