Dialogue on "Responsible Tourism Empowerment of Women in Southern Africa

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1 Dialogue on "Responsible Tourism Empowerment of Women in Southern Africa Hosted by Capstone Training and Development Presented by: Hannelie du Toit Manager Market Access 2009 Tourism Enterprise Partnership. All Rights Reserved

2 WHY SOUTH AFRICAN HIDDEN TREASURES Market need for different type of tourism experience The solution - TEP s small tourism products Lack of market access is one of the greatest barriers, especially with tourisms established distribution channels and networks Fundamental assistance allowing increased purchasing, profitability and sustainability Channel partner to provide platforms and economy of scale marketing services Counter the negative quality perception through brand building Challenge is to look holistically at Market Access and whilst providing assistance, empower small tourism businesses to act on their own behalf Market access remains the responsibility of the small tourism businesses with TEP providing new platforms TEP s product development services such as Business Development Fund and Skills Development can be used to ensure that small tourism businesses are ready to interact with the market

3 A HOLISTIC VIEW OF TOURISM IN SA Fossil Hominid Sites- Taung -Soweto -Greater Johannesburg Pilanesburg Mapungubwe Modjadji Cycad Reserve Liliesleaf Fossil Hominid Sites - Sterkfontein / Cradle of Humankind Kruger National Park -Nelspruit isimangaliso Wetland Park Richtersveld Cultural and Botanical Landscape Kimberly The Big Hole Vredefort Dome ukhahlamba / Drakensberg Park Madiba Capture Site The Battlefields The Zulu Karoo and Southern African Large Telescope Birthplace of Madiba -Durban -Pietermaritzburg Cape Floral Region Robben Island -Cape Town -West Coast The San Cape Winelands The Dutch Tsitsikamma National Park Humankind Story Struggle Story Heritage Sites Other Sites of Interest South African Hidden Treasures

4 VISION, PROMISE, BRAND Vision Experience places and activities that authentically represent the stories and people of South Africa s past and present. Hidden Treasures is the living history of South Africa. Promise Travel that engages the senses, stimulates the mind, includes unique activities and connects on an emotional, spiritual or intellectual level. Brand Attributes - Accessible - Authentic - Customisable - Engaging - Friendly - Fun - Inspiring - Meaningful - Personal - Quality - Responsible - Trustworthy - Value for money

5 CLASSIFICATION All our products are owned by South African entrepreneurs who employ and buy directly from their local community Experience Classification - Activities & Adventure - Culture & Heritage - Food & Wine - Safari & Scenery - Health & Wellness Type of Product Classification - Accommodation - Arts & Crafts - Car Rental - Conference & Team Building - Entertainment - Township & Urban - Handmade Craft - Supporting Products (accommodation, tour operator, etc.) - Museums & Attractions - Restaurants - Game, Birding & Safari - Tour Operators & Travel Agents

6 CLIENT FEEDBACK When you presented in London, I thought to myself that you would not be able to deliver on half of what you are promising. Well you did all that and a whole lot more, you have exceeded all of our expectations and we will be back! We cannot possibly thank you enough for such a great trip which more than made up for England s woeful show. Hidden Treasures is a credit to your fabulous country - Legends of legends among legends. This trip has changed my life, I cannot believe how amazing South Africa is, the scenery, the small towns, amazing sites/activities and what incredible people I have met. It has changed my life forever. When I get home, none of my friends will recognise me. Thanks for everything, without the SA Hidden Treasure experience, I would have gone back to London only remembering poor football, what I have lost over England s performance, I have gained in Hidden Treasures.

7 LESSONS LEARNT Marketing Channels Online TouchSA TEP does not guarantee any sales through any of its market access activities Long term brand building Cluster and development approach expensive Product collaboration and networking is critical Quality assessments Packaging of products Marketing collateral (photography) In-depth knowledge of each product

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9 The journey of a 1000 miles begins with a single step Thank you