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2010 TOURISM ORGANIZING PLAN

This report highlights the progress and implementation of the 2010 Tourism Organizing Plan, including international and domestic marketing campaigns. It also discusses current tourism trends and the role of South Africa Tourism in the 2010 FIFA World Cup.

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2010 TOURISM ORGANIZING PLAN

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  1. 2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT

  2. Content Background Current Tourism Trends 2010 Tourism Organizing Plan SAT Progress Implementing Plan International Marketing Campaigns Domestic Marketing Campaigns Future 2010 Campaigns Institutional Coordination

  3. Background • In 2004 SA won the bid to host the 2010 FIFA World Cup • In 2005/06 SA Tourism in partnership with DEAT developed the 2010 Tourism Organizing Plan • The plan called for the establishment of a 2010 Event Unit within SAT to manage its implementation • The application by SAT for funding the unit was declined • Therefore in 2007 SAT established a smaller Event Unit • The Unit developed an Events Tourism Growth Strategy which defines its priorities and role for the 2010 FIFA World Cup • Within the context of the strategy & 2010 Tourism Organizing Plan, the LOC, IMC & SAT defined its roles and responsibilities

  4. Current Trends

  5. South Africa continues to outperform global tourism growth. Global international arrivals grew by 1.3% in 2008 while arrivals to South Africa grew by 5.5% Year-on-Year Change in Foreign Arrivals to each region % Change Note: UNWTO estimates incorporate provisional data for some regions Source: Statssa Tourism & Migration release December 2008, SAT analysis; UNWTO World Tourism Barometer, Jan 2009

  6. Arrivals to South Africa continues its upward climb reaching 9,6 million arrivals in 2008 Foreign Tourist Arrivals to South Africa, 1966-2008 9,6 million arrivals in 2008 Rugby World Cup 9/11 First Democratic Elections Sanctions against South Africa lifted Arrivals (Millions) Nelson Mandela released State of Emergency Sanctions Era • 1970s and 80s – Stagnation • Stagnation drove low investment, focus on narrow white domestic market and costs • 1990-1998 – Growth • Initial period of short-term profit-taking followed by period of investment growth and entry of foreign players • 1998-2004 – Cyclicality • Global events, currency volatility drove uncertainty and short-term strategy by firms • Investment rates remain weak overall *Comments captured above based on opinion of participants interviewed and anecdotal evidence Source: StatsSA, Tourism & Migration release

  7. Arrivals to South Africa for 2008 grew by 5.5% over 2007 to reach 9,591,828. This growth was driven by growth in all regions with the exception of Asia and Europe which fell by 7.6% and 0.5% respectively. Jan to Dec 2008 Europe • 1,406,350 arrivals • 0.5% down from 2007 North America • 344,420 arrivals • 4.4% up from 2007 Middle East • 45,786 arrivals • 11.2% up from 2007 Asia • 201,657 arrivals • 7.6% down from 2007 Central & South America • 62,988 arrivals • 9.6% up from 2007 Australasia • 120,929 arrivals • 4.9% up from 2007 AFRICA • 7,329,103 arrivals • 7.0% up from 2007 Indian Ocean Islands • 19,524 arrivals • 10.1% up from 2007 Source: SAT Table A December 2008

  8. We estimate that we would get an additional 259,000 arrivals in 2010 as a result of the World Cup. This estimate accounts for displacement and does not distinguish between ticket-holders and non ticket-holders. Additional 259k arrivals Note: This estimate includes the FIFA family estimated at 150,000 8

  9. A large number of arrivals are expected to be from South African Tourism’s key source markets Core Markets Tactical Markets Investment Markets Watch-List Markets Strategic Importance / Hubs • Kenya • Nigeria • Botswana • USA • UK • Australia • India • France • Germany • Netherlands • Tanzania • Ghana • Lesotho • Swaziland • Singapore • Switzerland • Ireland • Angola • DRC • Canada • China • Japan • Italy • Sweden • Mozambique • Zimbabwe • Brazil • Malaysia • Egypt • Namibia • UAE • New Zealand • Belgium • Korea • Austria • Denmark • Norway • Spain • Portugal • Bahrain • Oman • Qatar • Saudi Arabia • Ethiopia • Zambia • Senegal • Argentina • Thailand • Greece Likely to qualify for the 2010 WC Source: SAT Tourism Portfolio 2005-2009, Monitor Analysis

  10. SA Tourism Role in Markets Core Markets Tactical Markets Investment Markets Watch-List Markets Strategic Importance / Hubs • Market presence • ATL + BTL promotions • 2010 activations • Media hosting • JMA with trade • TV & cinema • Limited educational trade workshops • Media hosting • TV & cinema • JMA with trade • Media hosting • TV & cinema • Print advertorials • Media hosting • Limited activations • TV • Opportunistic activations • Partnership with embassies • TV

  11. 2010 Tourism Organizing Plan

  12. Broader objectives of 2010 Event Mandate for Tourism • World class African World Cup • Lasting social legacy • Spread benefit to continent • Sustainable GDP growth • Sustainable job creation • Redistribution and Transformation Objectives of the 2010 Tourism Plan • Contribute to a successful event • Maximise tourism value from event • Enable other African countries to benefit • Brand SA as a tourism destination • Advance the tourism competitiveness agenda Capitalising on 2010 Arrivals and Exposure Addressing Key Tourism Challenges To Deliver the Experience Information and Transactional Fulfilment Marketing and Branding Accommodation Tourism-friendly Transport and Tourist Safety & Security Skills and Service Levels Events and Attractions To achieve the 2010 tourism objectives we need to capitalise on opportunities presented by the World Cup and address key tourism challenges Position South Africa to Achieve its Tourism mandate and broader 2010 Objectives… … by… …through coordinated interventions within each functional area.

  13. 2010 Tourism Organizing Plan Focus Areas • Create a national content management platform • Create interface to enable transaction booking • Research WC demand to better understand profile, perceptions and expectations • Scale-up SAT call-centre • Create a 2010 national tourism volunteer program • Identify and utilise opportunities to capture information about 2010 arrivals • Develop a robust database of available products • Coordinate event planning to maximize tourism value from the event • Coordinate development and upgrading of attractions 10. 2. 3. Events &Attractions 11. 12. Skills & Service Levels Information 13. • Address poor service levels and skills shortages at key consumer touch points 14. 9. 15. 17.. SAT / DEAT Transport & Safety Marketing & Branding • Engage with key stakeholders in SA and neighbouring countries to package products for 2010 and to manage displacement • Deliver the brand to convert arrivals to brand ambassadors • Identify 2010-related opportunities to brand South Africa as a world-class tourism destination • Manage displacement 1. • Ensure sufficient tourism-friendly public transportation to tourism focal points • Ensure completion & implementation of a national tourism safety plan 7. Accommodation 16. 8. 18. • Increase the number of graded establishments • Identify existing and alternative accommodation for short-term spikes in demand 4. 5. SAT DEAT 6.

  14. SAT Progress of 2010 Tourism Organizing Plan

  15. Summary

  16. International Marketing Campaigns

  17. 2010 Global Campaign • Developed a tactical 2010 campaign focused on promoting our people and culture through dance • The diski dance campaign is aimed at show casing our hospitality and rhythm as a nation • It is an invite to the world to come and celebrate with us as a nation • The campaign was launched at Indaba during the Opening Celebration • The 2010 TVC is broadcast on all global media platforms – CNN, BBC, Eurosport, Sky Sport, ESPN & CNBC Africa • Launched the 2010 domestic campaign with IMC using the diski dance which will be aired on SABC, ETV and MNET Supersport • The response from organizations within SA has been overwhelming to learn the diski dance • SAT will be rolling out this campaign in all foreign and domestic markets over the next 2 years • A five phase roll out plan has been developed and will be implemented

  18. 2010/Big Idea Revolves around the Diski moves which will be show-cased as a dance that represents our vibrancy and rhythm as a nation Different scenes will show more and more people from all walks of life doing the dance as a nation inviting visitors to do the dance of diski South Africans must be encouraged to participate actively in this campaign to deliver the promise of a nation in celebration

  19. Eurosport 3x brand TVCs (including: My Life, Numbers and 2010) The Sports’ & Golf Destination programmes ,4x Sports’ Traveller programmes & 3x Business Class programmes Sports related sponsorships: Road to World Cup 2010 Eurogoals US Tennis Open World Cup Qualifiers Spot airing around sports events: Confederations Cup African Cup of Nations USA PGA Vancouver 2010 Total Distribution: 110,500,000 South Europe and Mediterranean Countries (including: Egypt, Greece, Portugal, Spain, Turkey, etc) West and North Europe (including: Denmark, Norway, Sweden, Switzerland, etc) Central and East Europe (including: Croatia, Czech Republic, Poland, Romania, Russia, etc) Global Media Partners

  20. News Corporation 3x brand TVCs (including: My Life, Numbers and 2010) The News Corp stable includes ESPN, Sky News, Sky Sports and .Fox Sports related sponsorships: Road to South Africa 2010 ESPN Golf Focus Sky News International Fox Sports (LatAm) Spot airing around sports events: Confederations Cup World Cup Qualifiers African Cup of Nations Total distribution: 118,000,000 Pan Europe Asia (including: Korea, Singapore, Taiwan, Sri Lanka, etc) Pan Latin America (including: Argentina, Mexico, Chile, etc Global Media Partners

  21. Global Media Partners • BBC • 3x brand TVCs (including: My Life, Numbers and 2010) • 12x 60” Journey vignettes 4x Odyssey vignettes (Madiba clip inviting the world) • Sports related sponsorships: • Sport Today • Results Board • Spot airing around sports events: • Confederations Cup • World Cup Qualifiers • African Cup of Nations • Total distribution: 291,525,000 • Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc) • Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc) • Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc) • Asia (including: Hong Kong, Indonesia. Malaysia, New Zealand, Singapore, South Korea, etc) • Americas (including: Argentina , Brazil, Colombia, Paraguay, Uruguay, Venezuela, etc)

  22. Global Media Partners • CNN • 3x brand TVCs (including: My Life, Numbers and 2010) • 5x CNN My SA ambassador vignettes • Total EAMA distribution: 150,254,274 • Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc) • Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc) • Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc)

  23. National Geographic 3x brand TVCs (including: My Life, Numbers and 2010) Total distribution: 113,000,000 Europe India Australia USA Global Media Partners

  24. British & Irish Lions Tour – June/July 2009 Production of Collateral Confed Cup – 14-28 June 2009 Vodacom Challenge – July 2009 • 2010 Tool kits – USB arm bands • 2010 Lifestyle Guide • 2010 Maps Final Draw – December 2009 African Nations Cup – January 2010 • Training of diski dances in all host cities & key countries • Diski uniform- red T-shirts used at Indaba • Production and distribution of 2010 toolkits • Media hosting • Media events • Use of Zakumi at trade shows Partnerships • Coke – Confed Cup consumer campaign and Global 2010 consumer campaign • MTN – international starter packs, mobile platform to promote diski campaign • Provincial / city stakeholders – promotion of diski campaign, fan parks • 2010 NCP – activations at international & domestic 2010 related events • Emirates / SAA – information provision, promotional of marketing campaign • Sony, Continental Tyres, VISA FIFA World Cup Qualifiers – June-Nov 2009 JATA Trade Show – Japan – Sep 09 WTM & Soccerex – November 2009 BIT – January 2010 ITB – March 2010 Indaba 2010 – May 2010

  25. Online Campaign JOIN THE WORLD DANCE • A place where people from different countries can upload a photo of themselves and leave their comments about SA, the Diski dance and world cup fever in general. • The object is to get as many people from your country to enter as possible. The prize is that 200 people will be chosen from the winning country to come and experience the biggest party in South Africa. • This is a powerful ‘community’ and ‘team’ building section of the site, which helps people who will not be traveling to the World Cup still join the overall experience.

  26. Domestic Marketing Campaign

  27. 2010 Domestic Campaign • Aim is to get every South African to learn and do the diski dance • Diski campaign is incorporated into Fly the Flag for 2010 which is a coordinated national 2010 campaign – IMC, GCIS, LOC, SABC • Encourages South Africans to be good hosts by doing the following: • Fly the SA Flag • Learn the national anthem • Support Bafana Bafana • Learn the diski dance • Campaign involves TVC, print and online platforms & activations with public and private sector partners • Production of a tool kit with all promotional elements of the campaign which will be distributed to all partners • Diski dancers have been trained in all host cities and will be made available to perform at public events

  28. 2010 Domestic Campaign / Icon / Logo

  29. 2010 Domestic PR Leverage • Generate content to be used on line & mobile platforms – Facebook, Twitter, websites and mobi sites • Utilise Lucas Radebe to mobilise • Invite corporate South Africa to upload their work force doing the diski • Radio personalities and celebrities • South African sportsmen and women – Springboks, Proteas, Amaglug - glug, Banyana Banyana • Create facebook diski badges, collected on facebook profiles • Packaged content for on line distribution - PSL teams posted on clubs home pages • Mobile Diski units placed at International sporting events - Cricket, rugby ect • Tourist Z card campaign - hotels and car hire • Local Soccer teams and supporter clubs

  30. 2010 National Diski Day • Engage Government, media, schools, corporate and the average South African • Utilising Lucas Radebe - we will enlist 2010 x South African corporate to become official ambassadors • Corporate’s register on line to become an official ambassador with a minimum membership fee required • Membership fees will facilitate the purchase of South African flags and Bafana Bafana T shirts • Once registered they will align themselves with an underprivileged school in their province and corporates to engage schools to teach learners the diski dance • National Diski Day will see as many South Africans as possible doing the diski dance at the same time irrespective of location • At 12H00 noon the entire country will do the diski dance regardless if you are in a mall at a taxi rank - this will be broadcast live with the identified media partner • Corporate Ambassadors will be required to visit and activate the diski dance at their chosen schools whilst distributing flags and shirts • South African’s will be engaged to submit video’ s of their diski activation. All content will be uploaded to the diski site • Footage may be used to create further TVC ‘s to showcase the passion and unity of South Africans

  31. Future 2010 Campaigns

  32. 2009 Events

  33. 2009/10 Events

  34. Institutional Coordination

  35. Agreed Roles - National

  36. Provincial & Local

  37. 2010 Structures • 2010 SA LOC Board sub-committee on Marketing & Communication • 2010 National Communication Partnership – IMC, GCIS, LOC, FIFA, other relevant govt depts • 2010 International Relations Coordinating Committee • Tourism Cluster • Provincial Tourism CEO 2010 Working Group

  38. Post 2010 Strategy • SAT / SRSA / DT / SASCOC developing sport tourism strategy aimed at securing international events for SA post 2010 • Strategy should be completed by Feb 2010 • Sports Tourism Exhibition to be staged in June 2011 • Host city will be announced in Sep 2009 • Exhibition aimed at show casing SA’s ability to host international events • Involves participation of sports and tourism sectors • Sports Tourism conference to precede exhibition

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