Highlights+of+2010 v5 17042011

Highlights of tourisms performance in 2010
May 2011
Introduction
South African Tourism is the tourism marketing arm of the South African Government. Part of its business is to monitor and evaluate the performance of the tourism sector. This summary report was prepared by our Strategic Research Unit and is intended to provide a high level overview of the Unit, high-level performance of the tourism sector in 2010 against our mandate. Prior to 2010, SA Tourism could only report on foreign visitor arrivals as there was no way of separating out day visitors from the overall arrivals. In 2009, Statistics SA for the first time was able to make the distinction between tourists and day visitors and so started a data series for tourist arrivals that was aligned to the globally accepted definition of a tourist. As a result of this h thi change, th results i thi report are now not comparable t previous reports. the lt in this t t bl to i t The statistics on tourist arrivals to South Africa are from Statistics SA, while the information on what tourists do in South Africa is based on monthly exit surveys that SA Tourism conducts at major land and airports in South Africa. The domestic tourism statistics are based on monthly household surveys conducted by SA Tourism to measure the incidence of domestic tourism among the resident population. This is a headline report. A more comprehensive review of the performance of the sector will follow with the publication of the 2010 Annual Report at the end of June this year and will be published on www.southafrica.net\research.
South African Tourism 2011
Mandate to SA Tourism
The mandate to SA Tourism is ...
Sustainable GDP growth
Sustainable job creation
Redistribution and transformation
through six g key objectives
Increase in tourist volume Improve geographic spread
Increase in tourist spend Improve seasonality patterns
Increase length of stay Promote transformation
by acting in a focused way to
Understand the market Facilitate the removal of obstacles
Choose the attractive segments Facilitate the product platform

3
Market the destination Monitor and learn from tourist experience

Contents
Overview
Foreign g
Domestic D ti
SA continues to outperform global tourism growth, which grew by 6.7% in 2010 while tourist arrivals to South Africa grew by 15.1%
Year-on-Year Change in Tourist Arrivals to each region
25% 20% 15% 10% 6.4% 5% 0% South Africa Africa Asia and the Pacific Europe p Middle East Americas World 3.2% 15.1% 12.6% 13.9% 13 9%
% Change
7.7%
6.7%
2009 Tourist arrivals (Millions) 2010 Tourist arrivals (Millions)
7. 8.1
45.8 48.7
181 203.8
456.9 471.5
55.6 52.5
140.5 151.2
877 935
Note: UNWTO estimates incorporate provisional data for some regions Source: Statssa Tourism & Migration release December 2010, SAT analysis; UNWTO World Tourism Barometer, Jan 2011 5 South African Tourism 2011
While the domestic market accounts for 79% of total tourism volume to SA, foreign markets contribute the most to total tourism revenue
Domestic Trips vs. Foreign Tourist Arrivals, 2009 2010 37.3m 37 3 37.8m 37 8 Domestic vs. Foreign Tourist Direct Spend, 2009 2010 81.6bn 81 6bn 93.7bn 93 7bn
Foreign Land Foreign Air Domestic
2009
2010
2009
2010
Growth Total Foreign Land Foreign Air Domestic D ti
09 10 1.4% 12.8% 20.4% 1 8% -1.8%
Growth Total Foreign Land Foreign Air Domestic
09 10 14.9% 34.1% 5.8% -5.6%
Note:1Based on the question How many domestic trips have you yourself taken in the past 12 months? asked in each of the monthly surveys; therefore, incidence does not correspond to an exact Jan.-Dec. time frame, but rather is an average for any point in time over the course of the year Source: SAT Domestic Surveys for 2009 2010 6 South African Tourism 2011
According to South Africas TSA, tourisms directly contributed 2.8% to GDP in 2009 and accounted for 4.1% of total employment in the same year
Stats SA
Measure
Contribution in R-million R million
2005
2006 2007 2008 2009 (provisional) (provisional) (provisional) (provisional) 52,423 59,783 67,141 67,990
44,908
Tourism direct GDP contribution
% contribution % change (year-onyear) Number employed
2.9%
3.0%
3.0%
2.9%
2.8%
16.7%
14%
12.3%
1.3%
507,384
553,712
569,677
599,410
538,394
Persons directly engaged in producing g g p g goods and services purchased by tourists
% share of total t t l employment % change (year-onyear) )
4.0% 4 0%
4.1% 4 1%
4.2% 4 2%
4.4% 4 4%
4.1% 4 1%
9.1%
2.9%
5.2%
-10.2%
Source: Tourism Satellite Account for South Africa, Statistics South Africa 7 South African Tourism 2011
Contents
Overview
Foreign g
Domestic D ti
Defining a tourist
Visitor Any person travelling to a place other than that of his/her usual environment for less than 12 months, and whose main purpose of the trip is other than the exercise of an activity remunerated from within the place visited.
Same day visitor

(does not stay one night)
Tourist
(stays one or more night(s))
A visitor who visits a place for less than one night.
A visitor who stays at least one night in the place visited.
Usual environment U l i
To be outside the usual environment the person should travel more than 40 kilometres from his/her place of residence ( p (one way) AND the p y) place should NOT be visited more than once a week. This includes place of work and place of study. Leisure and recreational trips are included irrespective of frequency.
9 South African Tourism 2011
Not all travellers are tourists

Travellers data available historically from Stats SA
Tourists (overnight visitors) data ) available only from 2009 New data series
Visitors (Total Vi i (T l foreign arrivals less workers & contract workers) k ) available historically
10
Overview of foreign arrivals in 2010/1

Tourist arrivals* reached an all-time high of 8,1 million in 2010, with 1,061,687 more tourist arrivals to South Africa than in 2009. This is a growth of 15.1%, driven mainly by South Africa hosting the 2010 FIFA World Cup in June and July 2010 South Africa again outperformed 2010. global tourism which grew by 6.7% in 2010. Africa is the largest source of tourist arrivals and the region contributed an additional 651,763 arrivals, 651 763 arrivals a growth of 12 8% over 2009 The air markets in Africa grew by 14 0% in 12.8% 2009. 14.0% 2010 while the land markets in Africa grew by 12.8% in the same year. The Americas region grew by 37.8%, an additional 124,736 tourists, driven by growth in Brazil of 66 7% and USA by 22 6% The 2010 FIFA World Cup saw tourist arrivals from Mexico 66.7%, 22.6%. Mexico, Chile and Argentina grow by 495.5%, 181.3% and 121.7% respectively. Europe grew by 8.1% with growth from all markets in the region, with the exception of Ireland. Ireland France (11 0%) Germany (9 7%) and Italy (8 7%) showed the highest growth in (11.0%), (9.7%) (8.7%) 2010. Asia and Australasia grew by 34.6 % with increases in all the markets in the region. China (including H (i l di Hong K Kong) and A t li posted th hi h t growths with 62 3% and 30 4% ) d Australia t d the highest th ith 62.3% d 30.4% respectively .
Note: * A tourist arrival is defined as a non-resident who stays for more than 24 hours but less than one year in the country and excludes workers and contract workers. This data is published by StatsSA South African Tourism 2011 11
Overview of foreign arrivals in 2010/2

Against the total growth in volume there was also an increase in Total Foreign Direct Spend (TFDS), excluding capital expenditure, of R13.4 billion in 2010. This growth was driven by the Africa land markets the Americas and Asia & Australasia regions Increases in volume markets, regions. volume, average spend per day and average length of stay all contributed to the increase in TFDS. Foreign tourists to South Africa stayed a little longer in 2010 compared to 2009 In 2010 2009. 2010, the average length of stay of a foreign tourist was 8.5 nights compared to 8.3 nights in 2009. The increase in length of stay was driven by both the land and air markets with tourists from the Africa-air markets as well as Asia & Australasia recording the highest increase in length of stay of 14.1% and 2.9% respectively. Foreign tourists from land markets visited on average one province while tourists from air markets visited almost 2 provinces. G k i i d l i Gauteng and W d Western C Cape were b f the most by far h popular provinces visited in 2010 accounting for a combined 67.0% share of all bednights spent in South Africa. There was a slight improvement in the seasonal spread of foreign tourist arrivals in 2010, driven by an improvement in both air and land markets. Africa & Middle East and Europe saw an improvement in seasonality in 2010. p y
12
Tourist arrivals in 2010 exceeded that of 2009 across all months. For the first time we recorded a peak in June, traditionally our low season
Tourist Arrivals to South Africa by Month
800,000 Ash cloud affects t avel a ects travel from Europe 2010 FIFA World Cup
700,000
600,000 600 000
Tourist arrivals
500,000
400,000
2009 2010
300,000
200,000
100,000
0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: StatsSA, Tourism & Migration release, SAT analysis 13 South African Tourism 2011
While there was growth from all markets in 2010, long-haul markets grew the fastest at 21%
Tourist arrivals to South Africa grew at a faster rate than the global growth rate
Tourist Arrivals to South Africa and the World, 2009 and 2010
950 12
6 6.7%
Tourist Arrivals (M t Millions)
10 8 6 4 2 0 2009 2010 2009 2010 2009 2010 2009 2010 2009 2010
15.1% 12.8%
703 4.8 0.34 5.5 924 8.1
21%
1.9 2.3
7.0
14%
0.29
Africa Air Markets
Africa Land Markets
Long-haul Markets
All Markets
Global Arrivals
Note: Africa Air Markets are markets where at least 60% arrives to SA use air transport; Africa Land Markets are markets where at least 60% of arrivals to SA use road transport. Long-haul markets include all countries outside of Africa South African Tourism 2011 Source: StatsSA, Tourism & Migration release, SAT analysis UNWTO Tourism Barometer Jan 2011 14
There was an increase in tourist arrivals across all purposes of travel. Average length of stay increased while the average number of provinces visited remained flat
All Markets
Leisure
Business Travel 1.7 2.1 18.3% 18 3% 5.5 5.7 1.1 11 1.1
Business Tourism 0.3 0.4 9.9% 9 9% 5.2 4.9 1.2 12 1.2
Other
All Tourist Arrivals 7.0 8.1 15.1% 15 1% 8.3 8.5 1.3 13 1.3
Total Volume (2009) (Millions) Total Volume (2010) (Millions) Volume Growth (09-10 % change) (09 10 Average Length of Stay (2009) (Nights) Average Length of Stay (2010) (Nights) Average Number of Provinces Visited (2009) Average Number of Provinces Visited (2010)
4.2 4.7 12.7% 12 7% 8.6 8.4 1.3 13 1.4
0.8 0.9 25.4% 25 4% 14.7 16.4 1.1 11 1.1
Leisure includes General Holiday, VFR, and Personal Shopping; Business Travel includes Business professional and Business shopping; Business Tourism includes Business meetings, conferences and events; Other includes Health purposes, education, religious purposes, etc. Source: SAT Departure Surveys, 2009 and 2010 15 South African Tourism 2011
South African tourism key objectives
Increase in tourist volume
Increase in tourist spend
Increase length of stay
Improve geographic spread g g p p
Improve seasonality patterns tt
Promote transformation
16
Tourist arrivals to South Africa grew to 8,073,552 in 2010. This growth was driven by growth from all regions
Europe North America

337,652 337 652 arrivals 22.5% up from 2009 1,321,624 arrivals 8.1% up from 2009
Middle East
49,279 arrivals 19.3% up from 2009
Asia
259,961 arrivals 39.1% up from 2009
Central South America C t l & S th A i

120,329 arrivals 109.2% up from 2009
Australasia AFRICA
5,721,639 arrivals 12.8% up from 2009 128,149 arrivals 26.3% 26 3% up from 2009
Indian Ocean Islands

19,538 19 538 arrivals 19.2% up from 2009
Source: StatsSA, Tourism & Migration release, SAT analysis 17
The Americas and Asia & Australasia regions grew the fastest in 2010 with a growth of 37.4% and 34.6% respectively
Tourist Arrivals to South Africa by Region, Jan to Dec
9,000,000 9 000 000 8,000,000 7,000,000
To ourist arriva als
6,000,000 6 000 000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Total 2009 2010 Difference % change 7,011,865 8,073,552 1,061,687 1 061 687 15.1% Africa - Air 293,868 335,155 41,287 41 287 14.0% Africa - Land 4,836,848 5,455,301 618,453 618 453 12.8% Americas 333,245 457,981 124,736 124 736 37.4% Asia & Australasia 288,410 388,110 99,700 99 700 34.6% Europe 1,223,020 1,321,624 98,604 98 604 8.1% Unspecified 36,474 115,381 78,907 78 907 216.3%
There has been strong growth from the African air markets
Tourist arrivals to South Africa from Africa air markets, Jan to Dec
400,000 400 000 350,000 300,000
Touris arrivals st
250,000 200,000 150,000 150 000 100,000 50,000 0 Africa - Air 2009 2010 Difference % change 293,868 335,155 335 155 41,287 14.1% Angola 37,254 38,543 38 543 1,289 3.5% DRC 30,982 31,285 31 285 303 1.0% Kenya 25,581 29,089 29 089 3,508 13.7% Nigeria 42,651 46,853 46 853 4,202 9.9% Other Africa Air 157,400 189,385 189 385 31,985 20.3%
Note: Africa Air Markets are markets where at least 60% arrives to SA use air transport; Africa Land Markets are markets where at least 60% of arrivals to SA use road transport. Long-haul markets include all countries outside of Africa Source: StatsSA, Tourism & Migration release, SAT analysis 19 South African Tourism 2011
Saudi Arabia and UAE were the only markets in this region that recorded declines
Tourist arrivals to South Africa from the top 10 Other Africa- air markets, Jan to Dec
25,000 20,000
Tour arrivals rist s
15,000 10,000 5,000 0 Tanzania Israel 14,950 14 950 19,353 4,403 29.5% 29 % Ghana 11,395 11 395 18,435 7,040 61.8% 6 8% Mauritius 13,625 13 625 16,329 2,704 19.8% 9 8% Uganda 12,257 12 257 13,627 1,370 11.2% 2% Turkey 7,648 7 648 9,915 2,267 29.6% 29 6% Egypt 4,999 4 999 5,967 968 19.4% 9 %
Saudi Arabia 5,328 5 328 3,570 -1,758 -33.0% 33 0%
Seychelles 2,166 2 166 2,861 695 32.1% 32 %
UAE 1,728 1 728 1,332 -396 -22.9% 22 9%
2009 2010 Difference % change
14,732 14 732 19,641 4,909 33.3% 33 3%
Growth in the Africa land region was driven by growth in Lesotho and Zimbabwe
Tourist arrivals to South Africa from Africa land markets, Jan to Dec
6,000,000
5,000,000
Touris arrivals st
4,000,000
3,000,000
2,000,000
1,000,000 1 000 000
0 2009 2010 Difference % change
Africa - land 4,836,848 4 836 848 5,455,301 618,453 12.8%
Botswana 484,258 484 258 507,042 22,784 4.7%
Lesotho 1,048,550 1 048 550 1,275,838 227,288 21.7%
Malawi 139,605 139 605 126,120 -13,485 -9.7%
Mozambique 983,739 983 739 1,051,502 67,763 6.9%
Namibia 177,863 177 863 190,903 13,040 7.3%
Swaziland 628,113 628 113 632,490 4,377 0.7%
Zambia 147,089 147 089 157,692 10,603 7.2%
Zimbabwe 1,227,631 1 227 631 1,513,714 286,083 23.3%
The Americas showed strong growth driven by all markets in the region. The strong performance from the other markets in the region were the result of the 2010 FIFA World Cup
Tourist arrivals to South Africa from the Americas, Jan to Dec
500,000 500 000 450,000 400,000 350,000 350 000
Tourist arrivals
300,000 250,000 200,000 , 150,000 100,000 50,000 0 2009 2010 Difference % change Americas 333,245 457,981 124,736 37.4% Brazil 32,256 53,756 21,500 66.7% Canada 45,330 55,263 9,933 21.9% USA 230,324 282,377 52,053 22.6% Other Americas 25,335 66,585 41,250 162.8%
The growth in the Other Americas region was the result of the 2010 FIFA World Cup p
Tourist arrivals to South Africa from the top 10 Other Americas markets, Jan to Dec
25,000 25 000 20,000
Tourist arrivals s
15,000 10,000 , 5,000 0
Argentina 9,787 21,701 11,914 121.7%
Mexico 2,674 15,923 13,249 495.5%
Chile 2,581 7,260 4,679 181.3%
Columbia 1,582 3,146 1,564 98.9%
Peru 1,577 2,731 1,154 73.2%
Uruguay Venezuela 944 2,683 1,739 184.2% 1,245 2,591 1,346 108.1%
Cuba 577 1,247 670 116.1%
Bolivia 549 722 173 31.5%
Jamaica 497 695 198 39.8%
2009 2010 Difference % change
Tourist arrivals from the Asia & Australasia region increased by 34.6% due to strong performance from China, Australia and India
Tourist arrivals to South Africa from Asia & Australasia, Jan to Dec
450,000 450 000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0 Asia & Australasia 2009 2010 Difference % change 288,410 388,110 388 110 99,700 34.6% Australia 82,753 107,905 107 905 25,152 30.4% China (incl Hong (incl. Kong) 42,083 68,309 68 309 26,226 62.3% India 55,203 71,587 71 587 16,384 29.7% Japan 20,513 27,577 27 577 7,064 34.4% Other Asia & Australasia 87,858 112,732 112 732 24,874 28.3%
Tou urist arrivals s
Taiwan and Singapore were the only markets in this region that did not record growth in 2010
Tourist arrivals from top 10 Other Asia & Australasia markets, Jan to Dec
25,000 25 000 20,000
To Tourist arriv vals
15,000 10,000 5,000 0 New Zealand 2009 2010 Difference % change 18,042 19,801 1,759 9.7% Rep of Korea 14,311 17,489 3,178 22.2% Pakistan Philippines Malaysia
Rep of China (Taiwan) 9,897 9,163 -734 -7.4%
Thailand
Singapore Indonesia Bangladesh
9,596 13,359 3,763 39.2%
3,359 9,553 6,194 184.4%
7,025 9,175 2,150 30.6%
5,300 7,174 1,874 35.4%
6,663 6,660 -3 0.0%
3,361 5,158 1,797 53.5%
2,943 3,829 886 30.1%
Tourist arrivals from Europe grew by 8.1% over 2009 with all markets in the region recording growth
Tourist arrivals to South Africa from Europe, Jan to Dec
1,400,000 1 400 000 1,200,000 1,000,000 1 000 000
Tourist arrivals t
800,000 600,000 400,000 200,000 , 0 2009 2010 Difference % change
Europe 1,223,020 1,321,624 98,604 8.1%
France 103,985 115,401 11,416 11.0%
Germany 196,643 215,800 19,157 9.7%
Italy 50,283 54,641 4,358 8.7%
Netherlands 114,431 124,088 9,657 8.4%
Sweden 36,335 40,662 4,327 11.9%
UK 446,396 453,030 6,634 1.5%
Other Europe 274,947 318,002 43,055 15.7%
Ireland was the only market that recorded a decline as a result of the financial challenges in this country
Tourist arrivals to South Africa from the top 10 Other Europe markets, Jan to Dec
45,000 45 000 40,000
T Tourist arriv vals
35,000 30,000 30 000 25,000 20,000 15,000 10,000 5,000 0 Portugal Switzerland 2009 2010 Difference % change 26,759 26 759 40,655 13,896 51.9% 31,719 31 719 39,725 8,006 25.2% Belgium 36,720 36 720 39,304 2,584 7.0% Spain 25,725 25 725 31,902 6,177 24.0% Ireland 35,166 35 166 30,518 -4,648 -13.2% Denmark 22,540 22 540 24,212 1,672 7.4% Austria 17,210 17 210 20,389 3,179 18.5% Norway 18,140 18 140 19,330 1,190 6.6% Russian Fed 8,893 8 893 11,551 2,658 29.9%
Finland 9,404 9 404 10,511 1,107 11.8%
Neighbouring SADC continues to be the major source market with Zimbabwe moving into first position ahead of Lesotho
Top 20 source markets
1,600,000 , , 1,400,000
Tou urist arrival ls
1,200,000 1 200 000 1,000,000 800,000 600,000 400,000 200,000 0 Malawi Sw waziland Neth herlands Bo otswana A Australia
China (i including Hong Kong)
Lesotho
France
Brazil
India
Italy
Zim mbabwe
Moza ambique
G Germany
N Namibia
Canada
Zambia
Nigeria
USA
UK
Zimbabwe is the largest land market while Nigeria is the largest source market from the African air markets
1,600,000
T Tourist arrival ls
Top African land source markets

2009
1,200,000 1 200 000 800,000 400,000 400 000 0 Zimbabwe

50,000 40,000
2010
Lesotho
Mozambique
Swaziland
Botswana
Namibia
Zambia
Malawi
Top 20 African air source markets

2009 2010
Tou urist arrivals
30,000 20,000 10,000 0
Nigeria
Israel
Turkey
De Rep of em Congo
Angola
Tanzania
Kenya
Ghana
Uganda
Egypt
The UK, USA, Germany, Netherlands and France remain the top 5 overseas source markets
500,000
Top 20 Long-haul markets
400,000
Tou urist arrival ls
300,000
200,000
100,000
0
Chin (including na Ho Kong) ong
Brazil
Portugal
Italy
Sw witzerland
Ne etherlands
Australia
Belgium
Sweden
Ireland
France
Japan
Spain
Argentina
Germany
Canada
Denmark
Austria
India
USA
UK
31
Total foreign direct spend generated from tourist arrivals increased by 22.6% between 2009 and 2010.
Africa - air markets and Europe were the only regions that posted a decrease in revenue from 2009 to 2010
Total Foreign Direct Spend (excluding capital expenditure), 2009 to 2010E

90.0 80.0
Revenue (R - Billion n)
22.6%
72.6
34.1%
2009 2010E
70.0 70 0 60.0 50.0 40.0 40 0 30.0 20.0 10.0 0.0
59.2
47.1
-4.1% -3.1% 32.8% 19.6%
35.1 13.0 12.4
3.5 3.4 Total Africa - land Africa - air
3.9 5.2 Americas
3.8
4.5 Europe
Asia & Australasia

R14,900 R13,400
Average spend per tourist in SA 2009 2010E R8,900 R9,300 R7,300 R8,300 R14,700 R12,600 R13,200 R12,800 R12,100 R10,700
Note: In 2009, Statistics SA for the first time was able to make the distinction between tourists and day visitors and this started a new data series. As a result of this change, the results in this report are now not comparable to previous reports. South African Tourism 2011 32 Source: SAT Departure Surveys
The overall increase in revenue between 2009 and 2010 was driven by increase in volume, average spend per day and average length of stay
All Markets - Value Drivers (Total Foreign Direct Spend without Capex), 2009 2010E
80 70 60
Rand (Billio ons)
1.6 10.3
1.5
50 40 30 20 10 0 2009 Change in Volume Change in Spend per Day Change in Length of Stay 2010E 59.2 72.6
Source: SAT Departure Surveys 33 South African Tourism 2011
34
The average length of stay increased slightly between 2009 and 2010 driven off longer stays by tourists from Africa air markets and Asia & Australasia
Average Length of Stay in SA for Total Tourist Arrivals, 2009-2010 200920
Average number of Nights n N
16 12 8 4 0
2009
2010
17.0 15.4 13.5
16.2
16.2
17.3
17.4 17.4
8.3 8.5 5.1 5.3
Total
Africa - land
Africa - air
Americas
Asia & Australasia
Europe
% Change
2.1%
3.2%
14.1%
-4.5%
7.1%
0.1%
The most common length of stay of tourists from both air and land markets remained flat at 6 and 2 nights respectively
Most common number of nights in South Africa, 2009-2010 200912
Most co ommon num mber of Nig ghts
Air Land 8 6 6
4 2 2
0 2009 2010
Western Cape, Eastern Cape, Northern Cape and Free State were the only provinces where foreign tourists stayed on average longer in 2010
Average Length of Stay by Province, 2009-2010 200916.0 14.0 13.7 12.5 9.8 7.1 6.8 5.5 5.6 3.7 3.6 3.5 3.2 3.2 3.3 4.8 5.2 2009 2010
Average Nights Spent N t
12.0 12 0 10.0 8.0 6.0 4.0 2.0 0.0

Gauteng Western Cape Eastern Cape KwaZulu Natal Mpumalanga Limpopo North West Northern Cape Free State
8.9 6.4 6.4 64 64
% change
-0.7%
9.4%
9.4%
-4.7%
-3.1%
-9.7%
-1.2%
1.7%
6.7%
38
Tourists from air markets continue to visit two provinces in South Africa while their land counterparts visit one province
Average Number of Provinces Visited by All Tourists, 2009-2010 20092.4
Num mber of Prov vinces Visite ed
Air Land
1.8
1.7
1.7
1.2
1.1
1.1
0.6
0.0 2009 2010
There has been an increase in the number of provinces visited by tourists from the Americas as well as Asia & Australasia
Average Number of Provinces Visited by All Tourists, 2009 - 2010 Tourists,
2.0
Number of Provinces Visited V
2009
2010
1.7
1.8 1.6
1.7
1.8 1.7
1.6 1.3 1.2 1.3 1.1 1.1 1.2 1.2
0.8
0.4
0.0 Total Africa - land Africa - air Americas Asia & Australasia Europe
% Change
0.1%
0.0%
3.0%
6.4%
4.7%
-2.9%
Source: SAT Departure Surveys
40
Although first-time visitors tend to visit more provinces, there is a trend towards fewer provinces being visited on a trip
Average Number of Provinces Visited by Frequency of Visits to SA, 2009-2010 20092.4
2009
2.0
1.8 18
1.8
2010
Provinces Visited s
1.6 1.4 1.2 0.8 0.4 0.0 00 First Time 2-3 Times 4-5 Times 6-9 Times 10+ Times 1.3 1.2 12 1.2 12 1.1 11 1.1 11 1.1 11 1.1 11
% Change
0.8%
-2.5%
-0.6%
1.0%
-0.4%
Gauteng and Western Cape are by far the most visited provinces, and account for the bulk of the bednights spent in South Africa
Total Nights Spent in SA by Province and by Type of Accommodation, 2010
30,000,000 Other 25,000,000 None 20,000,000 15,000,000 10,000,000 5,000,000 5 000 000 0 Gauteng Western Cape C Eastern Cape KwaZulu Natal N t l Mpumalanga Limpopo North West Northern Cape C Free State
(Friends / Family)
Nights
Mid (B & B, Backpackers, Self-catering, Camping) High (Hotel, Game Lodge, Guest House, Train/Ship)
Total Nights (000s) %of Total Nights (2010)

Source: SAT Departure Surveys
24,800 37.1%
19,971 29.9%
3,371 5.0%
6,297 9.4%
4,010 6.0%
3,224 4.8%
1,685 2.5%
528 0.8%
2,963 4.4%
42
43
There has been an slight improvement in seasonality for land arrivals
Seasonality Index, 2003-2009 20039% 8% 7% 6% 7.90% Total Air Land
Index
5% 4% 2.93% 2 93% 3% 2% 1% 0% 2009 2010 1.77% 1.20% 2.45% 2.31%
Note: Zero percentage represents perfect seasonality while 100% represents the worst seasonality. Source: StatsSA, Tourism & Migration release; SAT calculations 44 South African Tourism 2011
There has been an improvement in seasonality from all the regions except for Americas and Asia and Australasia Seasonality Indices by region, 2009 to 2010
60.0%
20.0% 16.0% 12.0% 8.0% 4.0% 0.0%
2009 2010
51.2%
7.21% 2.73% 3.25%
6.34%
5.67%
1.77% 1.20% All arrivals
2.17%
2.34%
Africa & Middle East
Americas
Asia & Australasia
Europe
Source: StatsSA, Tourism & Migration release; SAT calculations 45 South African Tourism 2011
Contents
Overview
Foreign g
Domestic D ti
46
Overview of 2010 (Domestic)

Domestic trips decreased by 2% in 2010 with 29.7 million trips taken compared to the 30.2 million in 2009. About 43% of the South African adult population travelled translating to approximately 13.4 million adults. The domestic travel incidence among the adult pp y g population dropped to its lowest level since 2007. There was on average 2.2 domestic trips taken in the year. j p g VFR continues to be the major reason for domestic trips accounting for 74% of all domestic trips taken in 2010. Holiday trips accounted for 13% of all domestic trips in 2010, business trips 5%, religious trips 6% and medical trips 1%. While there was an overall decline in the number of domestic trips in 2010, the share of holiday trips increased from 12.0% in 2009 to 13 4% in 2010 while the share of VFR and b siness tra el decreased 13.4% 2010, hile business travel decreased. There was also reduced spending in 2010 as total revenue declined by 6% to R21.1 billion, from R22.4 billion in 2009. The average spend per trip decreased from R730 in 2009 to R710 in 2010 The average spend per day decreased by approximately R10 from R170/day 2010. in 2009 to R160/day in 2010 as the average length of trips increased from 4.2 nights to 4.4 nights. The increase in length of stay resulted in an increase in total bednights of 2% from 128 million in 2009 to 131 million in 2010. Economic constraints remain the biggest barrier to domestic travel with 31% mentioning that they cannot afford to travel travel.
47
Domestic Tourism Indicators

Key Metrics Annual 2007 43.5% 2008 46.5% 2009 47.6% 2010 43.0%
Domestic Travel Incidence
Monthly1 Annual
9.9% 35.9 Million VFR: 68%, Holiday: 16%, Business: 7%, Religious: 7%, 7% Medical: 1% R20.0 Billion VFR: 45% H lid VFR 45%, Holiday: 37%, 37% Business: 14%, Religious: 3%, Medical: 0%
Number of Trips
By Purpose
Total Annual Spend
Spend
By Purpose
Average Spend per T i / per Trip Day Total Annual Bed Nights
Trip L T i Length h
R550 / Trip; R120 / D Ti Day
157.8 Million
149.0 Million
128.4 Million
130.8 Million
Average Nights per Trip
4.4
4.5
48
4.2
4.4
In 2010, 43% of South African adults took a domestic trip, resulting in approximately 30 million domestic trips. Although the number of tourists declined in 2010, they did on average take the same number of trips as in 2009
Percentage of Adult Population That Has Taken A Domestic Trip Over Past Year: 2007-2010 p 2007-
Number of Domestic Trips and Tourists: 2007-2010 2007-
Per rcentage of the total population e
2007
2008
2009
2010
2007
2008
2009
2009
Traveled In Past Year Did Not Travel In Past Year
Total Number of Domestic Trips Total Number of Domestic Travelers Average Number of Trips per Traveler
Note:1Based on the question How many domestic trips have you yourself taken in the past 12 months? asked in each of the monthly surveys; therefore, incidence does not correspond to an exact Jan.-Dec. time frame, but rather is an average for any point in time over the course of the year Source: SAT Domestic Surveys for 2007-2010 49 South African Tourism 2011
Average number of trips pe er traveler
(M MM)
Of those that didnt take a trip, economic constraints remained the greatest barrier to travel
Top Five Reasons For Not Having Taken a Domestic Trip : 2007-20101 2007-
% of Ad dults Who Have Not Taken a e Dome estic Trip in th Past Year he
Cannot afford travel
No reason to take a trip
Time constraints
Unemployed/no income
Dislike travelling
Respondents could give more than one reason for not taking a trip Source: SAT Domestic Surveys for 2007-2010 50 South African Tourism 2011
Of the 30 million trips, VFR remained the main purpose of taking a trip. The proportion of VFR travel in the domestic market decreased in 2010, while holiday travel increased Number of Domestic Trips by Purpose (in MM): 2007-2010 2007-
Trips (MM)
VFR
Holiday
Business
Religious
Medical
Share of Total Trips by Year

2007 2008 2009 2010 67.5% 71.4% 76.2% 74.3% 16.1% 15.7% 12.0% 13.4% 7.1% 5.4% 5.3% 4.7% 7.3% 4.8% 4.6% 6.2% 1.2% 2.0% 1.0% 1.0%
Note: Share of trips does not add to 100% because of category Other that is not shown on the graph; Holiday includes sports (spectator) and shopping (personal); Business includes business (professional), business (MICE), shopping (resale) and sports (participant) Source: SAT Domestic Surveys for 2007-2009
51 South African Tourism 2011
Gauteng and KZN are the major source markets for domestic tourism... Annual Domestic Trips by Province of Residence (Source Markets): 2007-2010 2007-
Trips (MM) (
Gauteng
Share of Trips 07 Share of Trips 08 Share of Trips 09 Share of Trips 10
KwaZulu Natal 28% 26% 26% 24%
Western Cape 12% 10% 13% 11%
Eastern Cape 17% 16% 16% 10%
Limpopo Li 7% 4% 4% 9%
North W t N th West 5% 6% 6% 6%
Mpumalanga M l 5% 3% 2% 3%
Free State F St t 4% 2% 3% 3%
Northern Cape 2% 2% 1% 1%
21% 30% 29% 32%
Source: SAT Domestic Surveys for 2007-2010 52 South African Tourism 2011
and are also the major beneficiaries of domestic tourism Annual Trips to Each Province (Destination Markets*): 2007-2010 2007-
Trip (MM) ps
KwaZulu Natal
Market share 07 Market share 08 Market share 09 Market share 10
Gauteng 17% 17% 19% 21%
Eastern Cape 14% 14% 17% 14%
Limpopo 13% 12% 12% 10%
Western Cape 8% 7% 6% 9%
North West 6% 7% 6% 8%
Mpumalanga 6% 5% 5% 6%
Free State 6% 4% 4% 4%
Northern Cape 2% 3% 2% 1%
29% 32% 29% 28%
Note: *Trips to Provinces exceeds the total number of trips as one can go to more than one province in one trip Source: SAT Domestic Surveys for 2007-2010 53 South African Tourism 2011
The average domestic trip lasted about 4.4 nights, which is an increase from 2009 Average Nights by Purpose of Travel: 2007 2010
N Nights
Total
Holiday
Medical
Business
VFR
Religious
Source: SAT Domestic Surveys for 2007 2010 54 South African Tourism 2011
Overall, the key driver for the decrease in total domestic spend, between 2009 and 2010, was the decrease in average spend per day by the tourists, in this time period
Total Domestic Direct Spend Value Drivers: 2009-2010 Sp : 20099

25
0.1
20
1.2
0.0
Rand (Bil llions)
15
10
22.4
21.1
2009
Change in Volume
Change in Spend per Day
Change in Length of Stay
2010
Source: SAT Domestic Surveys for 2009-2010 55 South African Tourism 2011
Revenue generated from domestic tourism in 2010 reached R21.1 billion, a 5.6% decrease over 2009. The proportion of revenue on VFR travel declined in 2010, while that of holiday travel increased Spending on Domestic Trips by Purpose: 2007-2010 200725.8
3% 12% 1% 0% 39% 0% 2%
20.0
3% Rand (Bn) 14%
22.4
17% 22%
1% 1% 2%
1%
14%
3%
0%
Other Medical Religious Business Holiday VFR
31% 37%
45%
45%
58%
51%
2007
Share of Trips (%) 2007 2008 2009 2010 VFR 67.5% 71.4% 76.2% 74.3% 74 3%
2008
Holiday 16.1% 15.7% 12.0% 13.4% 13 4% Business 7.1% 5.4% 5.3% 4.7% 4 7%
2009
Religious 7.3% 4.8% 4.6% 6.2% 6 2%
2010
Medical 1.2% 2.0% 1.0% 1.0% 1 0% Other 0.8% 0.7% 1.0% 0.4% 0 4%
Note: Holiday includes sports (spectator) and shopping (personal); Business includes business (professional), business (MICE), shopping (resale) and sports (participant) Source: SAT Domestic Surveys for 2007-2010 56 South African Tourism 2011
There was a decline in the average spend per trip between 2009 and 2010 with the amount spent on average for business and VFR trips decreasing compared to 2009. In contrast, there was an increase of about R320 per holiday trip in 2010
Average Spend per Trip by Purpose of Trip: 2007-2010 20072,500 2,340 2,030 2 030 2,000 1,640 1,500 1,240 1,050 1,000 550 500 780 730 710 360 480 760 560 490 400 240 340 280 160 450 210
Average inflation 2007: 7% 2008: 11% 2009: 7% 2010: 2010 4%
2007 2008 2009 2010
Aver rage Spend (in Rand)
1,910 1,650 1,330
Total
Business
Holiday
VFR
Religious
Medical
Note: Holiday includes sports (spectator) and shopping (personal); Business includes business (professional), business (MICE), shopping (resale) and sports (participant) Source: SAT Domestic Surveys for 2007-2009 57 South African Tourism 2011
For more information contact: South African Tourism Private Bag X10012 Sandton
Johannesburg J h b
2146 Tel: +2711 895 3000 2711 Email: research@southafrica.net www.southafrica.net/research
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Highlights of tourisms performance in 2010

South African Tourism 2011

The mandate to SA Tourism is ...

Sustainable GDP growth

Sustainable job creation

Redistribution and transformation

through six g key objectives

Increase in tourist volume Improve geographic spread

Increase in tourist spend Improve seasonality patterns

Increase length of stay Promote transformation

by acting in a focused way to

Understand the market Facilitate the removal of obstacles

Choose the attractive segments Facilitate the product platform

Market the destination Monitor and learn from tourist experience

South African Tourism 2011

2009 Tourist arrivals (Millions) 2010 Tourist arrivals (Millions)

Foreign Land Foreign Air Domestic

Growth Total Foreign Land Foreign Air Domestic D ti

09 10 1.4% 12.8% 20.4% 1 8% -1.8%

Growth Total Foreign Land Foreign Air Domestic

09 10 14.9% 34.1% 5.8% -5.6%

Tourism direct GDP contribution

% contribution % change (year-onyear) Number employed

Persons directly engaged in producing g g p g goods and services purchased by tourists

% share of total t t l employment % change (year-onyear) )

South African Tourism 2011

Same day visitor

A visitor who visits a place for less than one night.

A visitor who stays at least one night in the place visited.

Not all travellers are tourists

South African Tourism 2011

Overview of foreign arrivals in 2010/1

Overview of foreign arrivals in 2010/2

South African Tourism 2011

600,000 600 000

Tourist Arrivals (M t Millions)

Africa Air Markets

Africa Land Markets

Business Travel 1.7 2.1 18.3% 18 3% 5.5 5.7 1.1 11 1.1

Business Tourism 0.3 0.4 9.9% 9 9% 5.2 4.9 1.2 12 1.2

4.2 4.7 12.7% 12 7% 8.6 8.4 1.3 13 1.4

0.8 0.9 25.4% 25 4% 14.7 16.4 1.1 11 1.1

South African tourism key objectives

Increase in tourist volume

Increase in tourist spend

Increase length of stay

Improve geographic spread g g p p

Improve seasonality patterns tt

South African Tourism 2011

Europe North America

Central South America C t l & S th A i

Indian Ocean Islands

Source: StatsSA, Tourism & Migration release, SAT analysis 17

To ourist arriva als

Tour arrivals rist s

Saudi Arabia 5,328 5 328 3,570 -1,758 -33.0% 33 0%

Seychelles 2,166 2 166 2,861 695 32.1% 32 %

UAE 1,728 1 728 1,332 -396 -22.9% 22 9%

2009 2010 Difference % change

14,732 14 732 19,641 4,909 33.3% 33 3%

1,000,000 1 000 000

0 2009 2010 Difference % change