Department of Tourism - ANNUAL REPORT 2010/11

Public Entity
Reporting to the Minister of Tourism
The following Public Entity reports to the Minister:
• South African Tourism
South African Tourism is the national tourism
agency responsible for marketing South Africa
as a tourism destination of choice internationally
and domestically. It was established in terms of
the Tourism Act of 1993 (Act No. 72 of 1993).
Some of the key achievements of South African
Tourism during the 2010/11 financial year include:
• Contributing to an all-time high of 8 073 552
international tourist arrivals in 2010 (an increase
of 15.1% on the 2009 tourism figures and well
above the 6.6% rate of global tourism growth
in 2010).
• Contributing to 29.7 million domestic trips in
2010, with travel for the primary purpose of
holidaying increasing to 13.4%.
• Reaching over 1.8-billion consumers in the
2010/11 financial year through a combination
of brand and channel-specific commercials
and online and programme sponsorships.
• Contributing to the hosting of the successful
2010 FIFA World Cup, which saw 309 554
tourist arrivals specifically for the tournament,
who spent around R3.64 billion during the
tournament.
• South African Tourism branded the 2010 FIFA
World Cup media centres, which catered for
15 000 journalists and was voted the “Best
Press Facility” of the year by the International
Sports Press Association.
• South African Tourism‟s e-Marketing division
delivered a 61.11% growth in online traffic
to its website, www.southafrica.net, with
partnerships with the likes of WAYN.com,
TripAdvisor.com and Expedia.com collectively
delivering more than 28 983 000 page
impressions on its web platforms.
• South African Tourism‟s search engine
marketing and paid search campaigns
globally delivered more than 316 456 500
search results for the destination.
• Meetings Africa, South African Tourism‟s
premier business tourism trade platform,
attracted almost 3000 attendees.
• INDABA 2010 was the biggest event on the
African tourism calendar, attracting 1 813
exhibitors in 2010.
• The revision of the grading criteria by the
Tourism Grading Council of South Africa,
entailing the review of grading criteria and
minimum requirements.
• South African Tourism generated over R11-
billion worth of media coverage for the
destination in the 2010/11 financial year, driven
by the massive media interest generated by
South Africa‟s hosting of the 2010 FIFA World
Cup.
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Department of Tourism - ANNUAL REPORT 2010/11