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
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”
The Money Show's Bruce Whitfield interviews Pieter du Toit, author of "The Stellenbosch Mafia: Inside the Billionaires' Club".Read More
The Money Show's Bruce Whitfield hosts a debate on NHI between Paul Theron (Vestact) and Russell Rensburg (Wits).Read More
Ever dreamt of just doing it? You may want a few pointers from someone who did. Meet Callan Williamson of Tortilla Modern Mexican.Read More
The Money Show’s Bruce Whitfield interviews Ketso Gordhan, CEO at SA SME Fund.Read More
Bruce Whitfield interviews Chris Burgess, Editor-in-chief at Landbouweekblad, South Africa’s legendary magazine about farming.Read More
The Money Show’s Bruce Whitfield interviews Nicole Westwig, Managing Director at Marcel's.Read More
The Money Show’s Bruce Whitfield interviews Andrew Papadopoulos, Trade Mark Attorney at KISCH IP.Read More
The Rosslyn plant makes 15 BMW X3 SUVs per hour for export around the world. Bruce Whitfield interviews BMW SA's, Tim Abbott.Read More
The Money Show’s Bruce Whitfield interviews Jared Molko, a former employee at Google.Read More
Dino Zuccollo of Westbrooke Alternative Asset Management answers 12 FAQs about the Section 12J tax incentive.Read More