“The vision is to establish South Africa as

a leading wine tourism destination on

the global arena, recognised for
memorable experiences, quality wine,
exceptional food and a commitment to
responsible tourism.”
 Visitor Experience
Digital Marketing

Demand Side Research

Collateral Development

Establish Skills Needs

1. Visitor surveys 3. Annual performance reporting 5. Case study: Innovation
2. Travel trade surveys 4. Marketing research
21.7M of the total population earn an income. THE SOUTH AFRICAN DOMESTIC MARKET
Only 3.6M earn the threshold of R5000 p.m. CAN BE SPLIT INTO THREE SEGMENTS:

BUILD
3.6M PEOPLE
Earning enough to travel locally
but don’t have a culture of travel.
3.6 EMERGING 1ST TIME TRAVEL SEGMENT
1.5
Million
Million
CONVERT
1.5M PEOPLE
356,800 Travelling not necessarily for leisure
GROWING MIDDLE CLASS

DEFEND
350 000 PEOPLE
Regular local travelers from
HIGHER INCOME BRACKETS.
 2016 Domestic Trips by Destination Province 2016 Holiday Visitors by Province
700 000
2% 620 000
600 000 570 000
5%
5%
500 000
7%
34%
400 000
9%
300 000

200 000
12%

100 000
18%
17% 0

North West

Free State
Limpopo
Western Cape

KwaZulu Natal

Eastern Cape

Northern Cape
Mpumalanga

Gauteng
Limpopo Gauteng KwaZulu Natal Eastern Cape Western Cape

Mpumalanga Free State North West Northern Cape

 Western Cape 4.9 Nights
533 000 306 000
656 000
1 042 000

4 113 000

1 230 000
1 378 000

3 961 000 Day trips to Western Cape:

1 543 000 99% originated in Western Cape
Overnight trips to the Western Cape:
Western Cape KwaZulu Natal Gauteng
70% originated in Western Cape
Mpumalanga Eastern Cape Limpopo

Free State North West Northern Cape

 Trip Type Type of Accommodation
50%
40%
30%
47% 20%
10%
53% 0%

Hotel

Other
B&B
Guesthouse
Self Catering

Friends/relatives
Day Visitor Overnight visitor

Overnight breakdown
40% 37%

29%
30%

20%
15%
9%
10% 7%
4%

0%
One Two Three Four 5 to 6 7 & more
night nights nights nights
 Mode of Transport Average Daily Budget Per Person
50%
43%
39%
40%
13%

30%

84% 20%

10%
10%
5%
3%

0%
Mini bus taxi Own motor vehicle Public transport 0-R200 R201-R500 R501-R1000 R1001-R2000 More than
R2000
Rented Car Shuttle service Tour bus
Train

Snapshot based on Regional Visitor Tracking Survey (RVTS) data captured at Visitor Information Centres across the Western Cape.
Canada
Netherlands
UK

Germany
USA
China

Namibia
Trip Type Type of Accommodation
50%

40%
43%
30%

20%
57% 10%

0%

Other
Hotel
B&B
Guesthouse

Self Catering
Day Visitor Overnight visitor

Overnight Breakdown
35%
29%
30% 26%
25%
20% 18%

15% 12%
10% 7% 7%
5%
0%
One night Two Three Four 5 to 6 7 & more
nights nights nights
 Domestic & International Visitor Average Accommodation Spend Per Day Comparison
45%
42%

40%
36%
35%
31%
30% 29%

25%

20%
20%
16%
15%
11%
10%
6%
5%
5%
3%
0% 1% 0% 0%
0%
0-R200 R201-R500 R501-R1000 R1001-R2000 R2001-R5000 R5001-R10 000 R10 0001 & more

Domestic International

Snapshot based on Regional Visitor Tracking Survey (RVTS) data captured at Visitor Information Centres across the Western Cape.
 UK Market Holiday Type Associations with South Africa in 2016
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Safari

Natural Sites & Wildlife

Adventure
73%
Wine 80%

Beach/Sunbathing

History & Culture

Control Group
Escapism Exposed Group
Discovering and Trying Local Cuisine

Camping/Walking/Hiking

Backpacking

Sports Activities

Museums & Monuments

Nightlife
• South African Tourism UK ‘Discover Your
South Africa’ activation.
• 5 Cities across the UK in Sep & Oct 2018.
• To help people take the first step of booking
their South African holiday, they gave them
a taste of the experiences that await.
• Guests walk through a series of rooms,
each representing one of the 5 pillars of
South Africa.
• Using the latest tech, they monitored what
moves them the most, then match them to
an itinerary that’s guaranteed to push their
buttons.
• Food & Wine theme: Room Four.
 Regional Dispersal International Visitors 2013 - 2017
International
Visitors 100% 95% 96%

90%
Domestic
80%
Overnight Visitors
70%

Domestic Daytripper 60%

50%
42%
40%

30%
20%
20% 17%
11%
10%
4%
2%
CONVERT TO 0%
2013 2014 2015 2016 2017
OVERNIGHT
DAYTRIPPER Cape Town Stellenbosch Hermanus Paarl
VISITOR
021 276 0429 | marisah@vinpro.co.za | www.visitwinelands.co.za
1. Vinpro, Wine Tourism Implementation Plan, 2018, Corporate Document. Available on request.
2. Statistics South Africa, Domestic Tourism Report, 2016, Available online at http://www.statssa.gov.za.
3. South African Tourism, Annual Tourism Performance Report, 2016, Available online at www.southafrica.net.
4. Wesgro, Regional Visitor Tracking Survey Data (Extracted Wine & Cuisine Travel), 2018.
5. Wesgro, Goodman, L. Wine Tourism in the Western Cape, 2017, Corporate Report, Available on www.wesgro.co.za.
6. Wesgro, De Waal, C. Wine & Food Tourism in the Western Cape, 2016, Corporate Report, Available on www.wesgro.co.za.
7. Sawis, South Africa Export Report, 2016. Corporate Document. Available on www.sawis.co.za.
8. South African Tourism, Nothing’s More Fun Than a Sho’t Left, Corporate Report. Available on request.
9. South African Tourism, Campaign Evaluation Data UK Market, 2017.
10. South African Tourism, Full Year 2017 Provincial Indicators Data, City Visited, Foreign Provincial, 2018.
11. South African Tourism UK, Discovery Your South Africa Activation Data, 2018.
12. Ferreira, S.L.A. & Hunter, C. 2017, Wine Tourism Development in South Africa: a geographical analysis, Tourism Geographies Vol.
19, No 5, p 676 – 698.
13. Harvard Business Review, Hamel, G. & Tennant, N. The 5 Requirements of a Truly Innovative Company, 2015, Available online at
www.hbr.org/2015/04/the-5-requirements-of-a-truly-innovative-company