The Science Of ...

How to make money from tourism

South Africa – with people as diverse and photogenic as its geography - is a popular, and growing, tourist destination.

From all over the world tourists are ticking a visit to a game reserve or Cape Town off their bucket lists.

The most beautiful country with the most beautiful city

Just recently BuzzFeed voted South Africa as the world’s most beautiful country and Cape Town as its most stunning city.

The industry generated US$39 billion – or 9.7 percent of South Africa’s GDP – in 2013, according to the World Travel and Tourism Council.

A booming industry

Africans make up about 60 percent of visitors with almost 700 000 vacationing in South Africa during December, according to Statistics South Africa, while about 150 000 Europeans, 32 000 North Americans and 16 000 Asians visited our sunny shores.

The tourist industry grew by 6.6 percent in 2014, according Tourism Minister Derek Hanekom.

The science of making money from tourism

We interviewed Shaun van Eck, author of “The Tourism Coach”, South Africa’s first business book aimed at entrepreneurs and would-be entrepreneurs in the tourism sector.

Listen to the audio (scroll down) for more detail.

We’re good at tourism, but there’s a wave of change and we’re a step or two behind our competitors. Tourists are looking for total emersion.

Shaun van Eck, author of “The Tourism Coach”

Ten years ago you could still get away with telling the market what you have to offer. Nowadays third party referrals are dominating the industry.

Shaun van Eck, author of “The Tourism Coach”

Design your experience around what the visitor is expecting. They must be participants and it must be an authentic experience. They need shareable moments to take South Africa out to the world. Decide what memories you want them to leave with and what emotions you want them to feel.

Shaun van Eck, author of “The Tourism Coach”

Focus on value rather than price. People are too similar in our tourism industry. We need to start segmenting and then look at appropriate pricing for each segment. You can charge more if you’re driven by value. It’s fine to match your competitors’ price, but then the only thing you’ll be judged on is price.

Shaun van Eck, author of “The Tourism Coach”

Rather than saying you’re there for everyone; say you’re there for the German adventure market. You must stand out. And you’ll stand out because of the specific market you’re catering for.

Shaun van Eck, author of “The Tourism Coach”

You must say ‘your needs are my needs’.

Shaun van Eck, author of “The Tourism Coach”

Get in touch with local tourism organisations to find out what works.

Shaun van Eck, author of “The Tourism Coach”

Recommended

by NEWSROOM AI
Read More
Sneakers as investment? You bet! Yours may be worth more than you paid for it

Sneakers as investment? You bet! Yours may be worth more than you paid for it

The Money Show’s Bruce Whitfield interviews Tebogo Mogola, co-founder and Director at Sneaker Exchange Expo.

New online shopping website launches. Everything available is South African

New online shopping website launches. Everything available is South African

It just became easier than ever to buy local when shopping online. Bruce Whitfield interviews Proudly SA’s Eustace Mashimbye.

'No R10 coin yet. But it’ll be smaller than the R5 when it comes'

'No R10 coin yet. But it’ll be smaller than the R5 when it comes'

The Money Show’s Bruce Whitfield interviews South African Mint Managing Director Tumi Tsehlo.

'New law threatens to wipe out vaping in South Africa'

'New law threatens to wipe out vaping in South Africa'

The Money Show’s Bruce Whitfield interviews Zodwa Velleman, CEO at the Vapour Product Association of South Africa.

Anyone, anywhere can now "visit" Nelson Mandela's former prison thanks to Google

Anyone, anywhere can now "visit" Nelson Mandela's former prison thanks to Google

Ever wanted to see Robben Island, but live halfway around the world? You can now take a guided virtual tour via the Web.

W Cape tourism is booming. Could get turbo boost from F1 Grand Prix in 2016

W Cape tourism is booming. Could get turbo boost from F1 Grand Prix in 2016

The Western Cape had one of its best tourism seasons ever and might get a further boost from hosting an F1 Grand Prix in 2016.

Popular articles
Hits from the bong (it’s legal!)… then off to work I go?

Hits from the bong (it’s legal!)… then off to work I go?

The consequences of consuming dagga at home and showing up at the office high. Bruce Whitfield interviews a labour lawyer.

Tax ombud to probe Sars – yet again - after taxpayers complain

Tax ombud to probe Sars – yet again - after taxpayers complain

The Money Show’s Bruce Whitfield interviews Adv. Eric Mkhawane, CEO at the Office of the Tax Ombud.

'We can barely enforce tobacco legislation, how will we to deal with dagga?'

'We can barely enforce tobacco legislation, how will we to deal with dagga?'

International law enforcement expert and former Drug Unit Commander Lobo das Neves says ruling opens a different can of worms.

Comair reports record earnings, 72nd profitable year in a row – a world record!

Comair reports record earnings, 72nd profitable year in a row – a world record!

Recession, soaring fuel costs and surplus capacity - yet profits keep coming! Bruce Whitfield interviews Comair CEO Erik Venter.

[WATCH] Dad stops baby from crying, Emmy acceptance speech turns into proposal

[WATCH] Dad stops baby from crying, Emmy acceptance speech turns into proposal

Khabazela shares some of the most popular tweets, posts, and videos on 'What's gone viral'.