National Tourism Sector Strategy - Department of Tourism

Objective FocusIncrease the numberof tourism industrycompanies reachingtourism chartertargets9. To address theissue of geographic,seasonaland rural spreadIncrease the numberof black majorityownedcompanies inthe tourism industryIncrease geographicspreadIncrease the levels oftourism to rural areasMeasuresand targets More detail 2009baseline2015target2020 targetGrowth/changerationaleBy type of companyand scorecard categoryby the target year,namely 2012Number of blackownedtourism businessesTrack by small, mediumand large enterprisesNo baseline 70% of tourism charter2012/2017 targetNo baselineTourism charter targets2007 study indicatesaverage improvement of2,2–6,6% in one yearWill pursue a 5%improvement per yearover six yearsBaseline researchneeded to determinetargetsIncrease in the numberof visitors and bednights spent by touristsIncrease in the numberof visitors and bednights spent by touristsin rural areasIncrease in the supplyof rural tourismproducts that achieveacceptable patronageand revenue levelsShare of foreign bednights spent: Split bypaid accommodationand unpaid accommodationTotal domestic bednightsDomestic and foreigntourist arrivals and bednights in rural areas.‘Rural’ will be carefullydefined based on theNational Rural DevelopmentStrategy.Rural tourism consumptionShare of bed nightsLeast visited 2009(North West and NorthernCape): 3,8 %Mid-level visited 2009(Mpumalanga, EasternCape, Limpopo, FreeState): 22,7%128,4 m (14% fewercompared to 2008)5% 10%30% 35%20% 34%No baseline Baseline research isneeded. This could beadded to the currentstandard SAT surveys.Could be linked togrowth in niche marketsegments, e.g. birdwatching,backpackers,etc.Use business registrationto develop a baselineand track levels ofrural product developmentand sustainabilityLinks up with the thrustfor coordinated productdevelopment. Anothermeasure is successfulgrant applications.17