STATISTICS OF OUR TOURISM SECTOR. Zulu Kingdom. Exceptional

Transcription

1 2012 STATISTICS OF OUR TOURISM SECTOR Zulu Kingdom. Exceptional

2 Some Useful Statistics 2012 The Foreign Picture What is the size of the global foreign tourism market? Global Foreign Tourism Market 2011 World Africa South Africa KZN Size Growth (%) Direct Spend (Tourism Receipts) Daily Spend Average Stay (nights) 980mn 1 4.4% 1 US$1.030bn mn 1 2.4% 1 US$32.6bn mn 4 3.3% R71bn 4 (excluding CAPEX) R74bn (including CAPEX) R nights 4 (most common 2 nights) ± (± *) -5% 4 R7.12bn 4 R Avg 7.6 nights 7 (6.153mn bednights in total) 4 Source: WTO , WTTC 2, SAT 4, TKZN 5, *African air and overseas departures KZN 10% of RSA s total of mn bednights in Global Tourism Contribution 2011 World Africa South Africa KZN Number Directly Employed Total Employed Contribution to GDP % Total Direct Contribution to GDP (Foreign + Domestic) Total Contribution to GDP (Foreign + Domestic) 98 mn* mn* 9.1%* US$ bn* US$ bn* 8mn* 18.8mn* ±8.7%* US$69bn* US$ 163.9bn* ± * ±1.2mn* ±8.6%* ±R79.5bn* ±R251.8bn* ± *** ± *** ±6.4 # % ±R20bn*** ±R28.2bn*** Source: IHS Global #, WTTC 2012 *, SAT **, TKZN *** 2012, **** Stats SA derived from GDPR for KZN Current Prices - domestic and international + Stats SA derived from GDPR for KZN Constant Prices. The Tourism Top 10 Global Destinations 2011 (million) 1. France Turkey USA UK China Germany Spain Malaysia Italy Mexico 23.4 (33. South Africa) Source: WTO 2012 The Tourism Top 10 Global Spenders 2011 (US$ billion) 1. United States Germany Spain United Kingdom France Australia China Macao (China) Italy Hong Kong (China) 27.7 (39. South Africa 4.2) Source: WTO Statistics of Our Tourism Sector

3 The Top 10 Global Generators of Tourists Hong Kong, China Germany USA China UK Source: UNWTO 2012 The South African Foreign Tourist Picture 2011 Numbers of Foreign Tourists 8.3mn Spend - pppd Average Length of Stay Main Overseas Source Markets South Africa s Top 5 Overseas (Long Haul) Tourist Markets Russian Federation Italy Canada France Netherlands UK USA Germany Netherlands France South Africa s Top 5 Average Spending Markets Per Trip (Excluding Capital Expenditure) 1. Angola R Swaziland R China R- 4. DRC R Nigeria R R1 070 (R8 900 per trip) 8.3 nights Purpose of Visit to South Africa All Foreign Tourists (2011) UK, USA, Germany, Netherlands, France Holiday VFR Shopping Business Travel Other Medical Business Tourism 19.5% 25% 25.9% 12.8% 7.5% 4.5% 4.7% Foreign Tourist Activities in South Africa 2011 Shopping 96% Nightlife 83% Social 37% Visiting Natural Attractions 20% Business 20% Cultural, Historical, Heritage 20% Beach 14% Wildlife 14% Theme Parks 11% Casino 5% Medical 5% Source: SA Tourism

4 South Africa s Annual Overseas (Long Haul) Tourist Arrivals Overseas Tourist (Inbound Long Haul) Seasonal Flow Graph J F M A M J J A S O N D Year The South African Domestic Tourism Picture 2011 Numbers of Tourists Annually Spend - Per Trip Spend - Total Market Value Average Length of Stay Main Source Markets Purpose of Visit to South Africa VFR 72.6% Holiday 15% Business 4.5% Religious 6.2% Medical 1.1% Top 5 South African Domestic Tourism Source Markets Gauteng 9.6mn 2. KwaZulu-Natal 6.2mn 3. Western Cape 2.7mn 4. Limpopo 2.5mn 5. Eastern Cape 2.2mn 26.4mn Trips, 13.9mn Travellers ±R780; R177 Per Day R20.3bn Direct Spend 4.4 Nights Gauteng, KZN, Western Cape Statistics of Our Tourism Sector

5 KwaZulu-Natal - The Foreign Tourist Picture 2011 Number of Visitors Annually Average Spend Per Visitor ±R7 215 Spend Total Market Value R7.1bn Length of Stay - Average 7.6 Nights Main Overseas Source Markets UK, USA, Germany, France, Netherlands, Australia KwaZulu-Natal s Top Ten Foreign Tourism Source Markets Swaziland % 6. Germany % 2. Lesotho % 7. France % 3. Zimbabwe % 8. Netherlands % 4. UK % 9. Zambia % 5. USA % 10. Malawi % KwaZulu-Natal s Top Long Haul Source Markets UK 2. USA 3. Germany 1. UK 2. USA 3. Germany 1. UK 2. USA 3. France 1. UK 2. USA & Canada 3. France 1. UK 2. USA & Canada 3. Germany 4. France 4. France 4. Germany 4. Germany 4. France 4. France 5. Netherlands 5. Australia 5. Netherlands 5. Netherlands 5. Netherlands 5. Netherlands 6. Australia 6. Netherlands 6. Australia 6. Australia 6. Australia 6. Australia 1. UK 2. Germany 3. USA & Canada 4

6 Purpose of Visit to KwaZulu-Natal Overseas and African Air Departures 2011 Holiday 57.5% Business 18.6% VFR 18.8% Other 5.1% Purpose of Visit to KwaZulu-Natal Land Departures 2011 Holiday 32.7% Business 37.6% VFR 23.8% Other 3% Destinations Visited in KwaZulu-Natal - Overseas and African Air Departures 2011 Durban 70.3% Pietermaritzburg 8.4% Zululand 14.5% Drakensberg 15.8% Elephant Coast 22.3% North Coast 13.6% South Coast 8.1% Battlefields 3.3% Some Activities Undertaken in KwaZulu-Natal African Land, African Air Departure and Overseas Visitors 2011 Land Africa Air Rest of World Nightlife 53.3% 81.0% 86.9% Shopping 97.6% 81.1% 74.7% Visiting Natural Attractions 6.4% 29.2% 54.4% Beach 38.2% 53.3% 52.5% Wildlife 6.5% 10.6% 43.0% Cultural, Historical and Heritage 9.6% 15.4% 27.9% Social 37.7% 44.1% 27.1% Business 6.4% 34.8% 24.6% Theme Parks 8.6% 20.3% 17.8% Adventure 1.2% 3.2% 10.1% Visited a Casino 3.4% 6.2% 3.9% Sporting - Spectator 1.0% 2.9% 1.7% Education 1.6% 8.2% 1.7% Sporting - Competed 0.2% 0.0% 0.7% Hunting 0.0% 0.0% 0.5% Medical 1.2% 0.3% 0.5% Health 0.8% 0.0% 0.4% Trading 5.1% 0.2% 0.1% Statistics of Our Tourism Sector

7 South African Air Arrivals and Overseas (Long Haul) Visitors that Visited KwaZulu-Natal - Seasonal Pattern J F M A M J J A S O N D 2000 Source: SAT KwaZulu-Natal The Domestic Tourist Picture 2011 Number of Visitors Annually ±7.1mn Trips* Average Spend Per Trip ±R670 Spend Total Direct Value ±R5.28bn Average Length of Stay 4.6 Nights Main Source Markets KwaZulu-Natal, Gauteng KwaZulu-Natal Top 5 Domestic Source Markets KwaZulu-Natal 2. Gauteng 3. Free State 4. Mpumalanga 5. Limpopo Source: TKZN 2010 KwaZulu-Natal Top Source Markets for Holiday Makers Gauteng 2. KwaZulu-Natal 3. Limpopo/Mpumalanga 4. Free State 5. North West/Northern Cape Source: TKZN 2010 Purpose of Visit to KwaZulu-Natal Domestic Visitors 2011 VFR 52.1% Holiday/Leisure 35.8% Business 8% Other 4.1% Source: TKZN

8 Activities Undertaken in KwaZulu-Natal - Domestic Visitors 2010: Activity % Go to the beach 57.8 Go to a live show, theatre or concert 17.3 Watch a live sports event 24.1 Visit a museum, art gallery or historical building 22.6 Visit a nature or wildlife or game reserve 25.8 Take part in a sports event 18.5 Take part in any water sport 12.3 Visit an arts or craft outlet 11.7 Visit an African township or cultural village on a tour 19.3 Food and wine fair 8.8 Go hiking or mountain climbing 10.6 Bird watching 8 Art and crafts festival 6.3 Attend a conference, workshop or training session 5.5 Visit a health spa 5.6 See bushman paintings 6.6 Fly-fishing 5.2 Horse riding 4.4 Go backpack/hostel travelling 5.7 Mountain biking or other cycling 7.2 Tour of the Battlefields 2.9 Source: TKZN 2011 Destinations Visited in KwaZulu-Natal Domestic Tourists Tourists ( 000) Durban South Coast PMB/Midlands Zululand North Coast Battlefields Drakensberg Elephant Coast Average Trips in 2010 Durban 2.4 Pietermaritzburg/Midlands 2 South Coast 2.5 North Coast 1.4 Zululand 2.3 Drakensberg 2.4 Elephant Coast 1.8 Battlefields 1.5 Source: TKZN Statistics of Our Tourism Sector

9 Hotel Room Occupancy % Graph KwaZulu-Natal and Durban % Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: FEDHASA (KZN), STR Global June, 2012 KwaZulu-Natal Supply Statistics 2011 Hotels 224 Guest Houses 362 Lodges 174 Bed and Breakfasts 684 Caravan and Camp Sites 98 Self-Catering 704 Youth Hostels/Backpackers 36 Conference Venues 261 Tourist Guides Tour Operators 455 Source: TKZN July

10 KZN Domestic Seasonal Flow % 10% 9.5% 8.8% 9.5% 8.9% 8.1% 7% 7.1% 8% 7.5% 7.3% 6.9% 7.9% 6% 4% 2% 0% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Month 11.5% Dec Relative Market Potential Input - Key Consumer Segment Profiles 1 2 Key Consumer Segments German Wanderlusters German NSSA Natural Beauty Viewing Wildlife Exploring the Culture Visiting Mountains Visiting Big Cities Relaxing on the Beach Hiking History of Apartheid Adventure Sport Shopping Business 3 4 French Wanderlusters French NSSA UK Wanderlusters UK NSSA US Wanderlusters 8 US NSSA 9 Chinese Wanderlusters Chinese Upcoming 10 Wanderlusters Japanese 11 Wanderlusters 12 Japanese NSSA 13 Kenya All 14 Nigeria All SADC well-to-do 15 Leisures SADC Shopping 16 Brigade SADC Young and 17 Upcoming 18 Domestic Young and Upcoming 19 Domestic Striving Families 20 Domestic well-off Homely Couples Source: SAT Statistics of Our Tourism Sector

11 High Income Middle Income High MI Middle-High Income Low Income VFR N o M I New Domestic Segmentation 2011 Using the information from the surveys conducted, five action variables were identified. These are: race, purpose of travel, age, income and family situation. LSM has been replaced by income. Using these five variables, the available market was grouped into 14 segments based on travel behaviour and preferences. NTSS targets were used to identify the most important segments on which to focus activation efforts. From the NTSS three metrics were identified in order to assist in creating the most appropriate segments for activation. These were growth (volume), cultural transformation (change of travel habits and activities) and ability to win metrics. Using these as metrics, the 14 segments were reduced to 5, circled in the diagram: All Ages Black, Coloured/Indian Black, Coloured/Indian White W All Races 25- Black White, Coloured/Indian Seasoned Leisure Seekers Spontaneous Budget Explorers High-Life Enthusiasts Low Income Singles & Couples K id Holiday Older High Income s Others Business Travellers New Horizon Families Low Income Black Singles Others K id Established Holiday Families Low Income Families Holiday Well-to-do Mzanzi Families s VFR Black Single Parent Families Up and Coming Black Singles Older Middle Income Whites 10

12 Through the segmentation of markets, a number of global segments have emerged across countries, of people who are positive and keen to visit South Africa. The diagram below depicts the latest segmentation: Wanderlusters NSSAs Family Travellers Wanderlusters (USA) Upscale Wanderlusters (USA) Wanderlusters (UK) Upscale Wanderlusters (UK) Wanderlusters (De) Wanderlusters (Fr) Wanderlusters (In) Wanderlusters (Ne) Emerging Wanderlusters (Aust.) Wanderlusters (Aust.) Ex-Pat Wanderlusters (Ni, K) Organised Wanderlusters (Ch) Experienced Wanderlusters (Ch) Organised Wanderlusters (Jp) Experienced Wanderlusters (Jp) Wanderlusters (Jp) Adventurous, explorative (Grown-up Wanderlusters) NSSA Explorers US Adventure/Culture NSSAs UK NSSAs (UK) German NSSAs (De) French NSSAs (Fr) Dutch NSSAs (Ne) Ex-Pat NSSA (Ni, Ke) NSSAs (Ke) NSSAs (Japan) NSSAs (Aust) Relaxation and luxury with some discovery Pampered NSSAs US Relaxer NSSAs High End Package (Ne) Luxury Elderly Break (Ne) High Spend Package (A) Hyper Wealthy (Without Kids) (Ni) Ex-Pat Pampered NSSAs (Ni, Ke) Cacooned/Low Adventure Family Explorers (USA) Hyper Wealthy (With kids) (Ni) Ex-Pat Low Adventure Family Travellers (Ni, Ke) Young Families (In) Explorers/Adventurous Family African Discoverers (De) French Family Explorers Ex-Pat Family Explorers (Ni, Ke) New Family Explorers (In) Experienced Family Explorers (In) Positive Convertibles Senior Explorers Purpose Travellers Convertible Short Haul (Ne) Positive Convertibles (USA) Positive Convertible (UK) Positive Convertibles (Japan) Senior Explorers (De) Senior Explorers (Fr) Senior Explorers (Japan) Empty Nesters (In) Senior Explorers (Aust) Independent Business People (Ni) Traders/Importers (Ni) Purpose Travellers (China) Business Professionals (SADC) Private Traders (SADC) Taxi Traders (SADC) Trading Truckers (SADC) The core segments which SAT will be focusing on are the NSSAs (Next Stop South Africa) and the Wanderlusters. The major differentiator between these two segments is age. The Wanderluster is a more youthful segment, whereas the NSSAs are more mature. However, they both know and are positive about South Africa and have a desire to travel here. They travel abroad regularly, however, they have several destination choices. The challenge is to switch them from other destinations to South Africa Statistics of Our Tourism Sector

13 Centre of gravity descriptions: The person and situation for which the brand is always the best choice is defined in terms of their attitudes and values, NOT just demographics Centre of Gravity YOUNG SOUTH AFRICA SEEKERS yrs old. Predominantly male (61%). Make decisions by themselves. Almost all work fulltime. Have ±2 weeks for holiday. Holiday Spend: <$ Use Internet for info and travel agents for fullfillment. Don t like tours. They want largely independent adventure. They are active explorers Concerns: getting around, safety and perceived expense. SOUTH AFRICA SEEKERS Well-travelled. Worldly. Independent. Travellers, not tourists. Travel is a state of mind for them. They are global citizens for whom travel is an essential part of their everyday lives. They travel to expand their knowledge and to evolve (It keeps them interesting). They want to engage the destination, not see it at arm s length. They seek out interesting and high quality experiences. They like to make their own decisions and maintain a sense of control over their own destiny. MATURE SOUTH AFRICA SEEKERS yrs old. Most married, make decisions together. 40% retired. 20% semiretired. Travel for between 2 and 5 weeks. High holiday spend: between $2 000 and $ Use travel agents for information and fullfillment (have a relationship). May use tours if they are flexible. Interested in a large variety of activities that allow them to explore. Demanding travellers who are constantly looking for the next amazing thing. KwaZulu-Natal Provincial Information Area km 2 (7.7% of South Africa) Coastline 560kms Climate Sub-tropical. Summer 17-28ºC, Winter 11 25ºC, Durban average rainfall 1 009mm Highest Elevation 3 451m Population 10.8mn (21.24 of South Africa) mid-2011 (growth rate 1.1%) Population Density people per square kilometre (2009) Capital Pietermaritzburg Languages Mainly Zulu and English Holidays 1 January, 21 March, 24 March, 27 April, 28 April, 1 May, 2 May, 16 June, 9 August, 24 September, 16 December, 25 December, 26 December Time Zone GMT +2 Currency The Rand made up of 100 cents GDP 2011 R311 billion or 16.5% of South Africa s GDP Electricity 220 Volts Harbours Durban, Richards Bay Airports King Shaka International Airport, Oribi, Richards Bay, Margate, Ulundi Literacy Rate 88.6% (2007) Employment rate ( 09) Between 65.6% % (using strict and expanded definitions) Source: TKZN, IHS, KZN Provincial Treasury 12

14 KwaZulu-Natal s World Heritage Sites Name isimangaliso Wetland Park World Heritage Site Location North eastern coast of KwaZulu-Natal, South Africa Date of Inscription December 1999 Criteria Ecological processes, natural beauty, biodiversity Size ha, 220kms of coastline Highest Elevation Mt Tabor 130m on the Eastern Shores coast, Nyathikazi 159m on the northern coast, okhombe 474m, Lebombo Mountains Brief description Three major lake systems, 8 interlinking ecosystems, 220kms of coastline, coral reefs, salt and fresh water marshes, coastal grasslands, forested dunes, both tarred and gravel roads. Climate Sub-tropical. Summer 17-28ºC, Winter 11 25ºC, average rainfall 690mm inland, mm on the coast Facilities beds in St Lucia area. In park - 8 campsite areas, 6 self-catering areas, 3 areas with catered lodges, boat launch sites, picnic sites, animal viewing hides and platforms Activities Game viewing, night drives, game walks, game viewing horse rides, fishing, turtle viewing, whale watching, bird watching Visitor Numbers ± pa Animal Species/Numbers Total species: 97 terrestrial mammals, 32 marine mammals Big 5: elephant, over 100 rhino, white and black, buffalo, lion, leopard Other notable mammals: giraffe, zebra, wildebeest, wild dog Notable amphibians: leatherback turtles, loggerhead turtles, plus whales, dolphins, 250 fish species Insect species include: 196 butterfly, 52 dragonfly, 139 dung-beetle and 41 land snail species Bird Species/Numbers 526 bird species, including fish eagle, pelican, heron, stork, flamingo, guinea fowl, snake eagle, kingfisher, sunbird Other plant species Source: TKZN Statistics of Our Tourism Sector

15 KwaZulu-Natal s World Heritage Sites Name ukhahlamba Drakensberg Park World Heritage Site Location Forms western KwaZulu-Natal border between SA and Lesotho, major watershed Date of Inscription November 2000 Criteria Cultural (3) and natural (4) criteria Size ha Highest Elevation 3 451m Brief description High basalt mountain range overlying sandstone bands over shale, foothills, incised valleys, grassland and protea, yellowwood and bottlebrush forests Climate Summer 22ºC, winter 5ºC, average rainfall 900mm, frequently snow in winter Facilities 700 beds inside the park, closely adjacent, 9 campsites, ±150 caves, picnic sites, view sites, vultures restaurant Activities Walking, hiking, climbing, ice climbing, bird watching, fly fishing, paragliding, mountain biking, hang gliding, horse riding, horse trekking, river swimming, rock art viewing, picnicking Visitor Numbers Annual total 2009 ± Animal Species/Numbers Bird Species/Numbers Other Source: TKZN Mammals: 48 species including eland, water buck, oribi, mountain reed buck, ±1800 rhebok, jackals, leopard Insects include 46 species of millipedes and centipedes, 44 dragonfly species (about a third of South Africa s total) and 74 butterfly species, 124 frog species 23 lizard and 25 snake species Total: 296 species, including Lammergeyer, Cape vulture, black eagles plant species 14

16 Tourism Regions of KwaZulu-Natal Suite 303, Tourist Junction, 160 Monty Naicker Road, Durban, 4001, PO Box 2516 Durban, 4000, South Africa, Switchboard: +27 (0) , Fax: +27 (0) Airport Office: +27 (0) , V&A Cape Town Office: +27 (0) Gauteng Info Office: +27 (0) , Customer Care: ushaka Marine World: +27 (0) , Web: