Book Accommodation Online - SA Tourism Quarterly Market Review

In January, we finalised our global and regional marketing campaigns for the 2010/2011
financial year. The campaigns are, essentially, an extension of what has been in the market
so far, but they leverage the inevitable success of the World Cup for our destination. They
include global television networks, social media, public relations elements, and ambassador
and consumer endorsements.

We welcomed our new CEO Ms Thandiwe January-McLean, and invited members of the press
to meet her, and hear her vision for marketing destination South Africa, as she takes the reins at SAT.
A few weeks later, we hosted another media round table where Minister van Schalkwyk shared our
excellent 2009 arrivals figures with journalists. We were delighted to report 3.6% growth in arrivals
during a difficult year in which the global industry shrank by 4%.

In March, at ITB Berlin, we hosted a high-profile media conference, and used the excitement of the World
Cup to draw people to our stand and market our destination. Lastly, our CEO invited ambassadors from the
nations competing for the FIFA 2010 World Cup™, and African ambassadors based in South Africa, to Bojanala
House to watch the premier of our new 60-second television commercial, and our latest CNN International
ambassador vignette. In welcoming our guests, the CEO toasted South Africa’s triumph in hosting the first-
ever African World Cup and the lasting legacy it will leave for the industry and Africa.

Roshene Singh
CMO: South African Tourism

Source: South African Tourism