Department of Tourism - ANNUAL REPORT 2010/11

Programme Performance Report
The activities of the National Department of Tourism are organized in the following programmes:
Programme 1: Administration
Programme 2: Tourism Development
Programme 3: Tourism Growth
Programme 4: Policy, Research, Monitoring and Evaluation
Programme 1: Administration
Purpose: To provide strategic leadership, centralised administration, executive support and corporate
services.
Strategic Theme: Public Education, Awareness and Outreach
Strategic
Objective
Measure / Indicator
Baseline
Actual Performance
against Target
Target Actual
Reason for variance
To create a
positive image of
the department
To create a tourism
culture in the
country
To empower South
Africans through
access to tourism
information
Percentage
increase in the
share of own voice
in the media
Number of tourism
awareness
initiatives
Number of
information
publications
available at existing
centres/on website
Number of official
languages used
Number of
community-based
media platforms
(agreements with
community radio
stations)
32% 40% 70% • The impact of the 2010
FIFA World Cup
No baseline 1 3 • Other opportunities
occurred and were
exploited to raise
awareness
1 –Publications 1 1
such as „Starting
up a Tourism
Business‟ on NDT
website
Overarching Develop a Not
• This is still being pursued.
government language achieved. Consultations
guidelines on policy
completed with the
languages
Department of Arts and
Culture (custodians of
government‟s language
policy)
On ad-hoc basis 2 4 • Other opportunities
occurred and
were exploited to
communicate the
tourism agenda
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Department of Tourism - ANNUAL REPORT 2010/11