Sat indian roadshow trip report jl02

An inspiring place to discover

SAT India Roadshow 2014

Feedback Report

Judy Lain

CMO: 18th March 2014


Partners

The following presentation was done in partnership with:


“There are some parts of the world that, once visited, get into your heart and won't

go. For me, India is such a place. When I first visited, I was stunned by the richness

of the land, by its lush beauty and exotic architecture, by its ability to overload the

senses with the pure, concentrated intensity of its colours, smells, tastes, and

sounds. It was as if all my life I had been seeing the world in black and white and,

when brought face-to-face with India, experienced everything re-rendered in brilliant

technicolor.”

Keith Bellows

National Geographic Society Editor-in-Chief


Country Fact Sheet*

• Located in South Asia

• 7th largest country by geographic area

• 2nd most populous country with over 1.2

billion people

• 10th largest economy in the world in

terms of nominal GDP and 3rd largest in

terms of purchasing power parity

• Current member of BRICS and G20

*2013 India Country Fact Sheet (http://wesgro.co.za/publications/publication-

directory)

http://wesgro.co.za/publications/publication-directory


Indian tourist arrivals into South Africa Jan – Dec

2009 – 2012*

2009 2010 2011 2012

Arrivals 55 203 71 587 90 367 106 774

0

20 000

40 000

60 000

80 000

100 000

120 000

*SA Tourism 2013


Indian tourist arrivals into Western Cape: Jan –

Sept 2009 – 2012*

2009 2010 2011 2012

Arrivals 11 183 14 080 17 870 22 014

0

5 000

10 000

15 000

20 000

25 000

*SA Tourism 2013


International tourist arrivals to South Africa Jan –

Oct 2013*

GermanyChina (incl Hong

Kong)France Australia India Netherlands

Arrivals 234 531 126 653 107 102 102 460 92 559 95 502

0

50 000

100 000

150 000

200 000

250 000

*SA Tourism 2014, excluding Africa


Indian tourist arrivals into South Africa:

Jan – Oct 2012 vs Jan – Oct 2013*

2012 2013

Arrivals 87 906 92 559

85 000

86 000

87 000

88 000

89 000

90 000

91 000

92 000

93 000

*SA Tourism 2014


Indian tourist arrivals into South Africa: June – Aug

2011 vs 2012*

May June July Aug

2011 10 333 9 281 8 609 6 511

2012 12 641 10 006 8 720 8 218

0

2 000

4 000

6 000

8 000

10 000

12 000

14 000

2011 2012

*SA Tourism 2014

45% of Indian tourist arrivals in 2012

arrived during May - June


The numbers

• Arrivals into South Africa and the Western Cape is showing a year

on year increase

• India has emerged as one of the world’s fastest growing outbound

markets, second only to China

• Market potential from a tourism standpoint equates to approximately

2 million high end travellers (business and leisure)


The numbers

• 43% of leisure travellers travel to visit friends and family (VFR) and

are taking longer trips

• International tourism spend was $13.3 billion in 2011 and will grow

to $91.2 billion by 2030


The SAT Road Show


20th – 23rd Jan 2014

4 city, 4 day roadshow

- Mumbai

- Calcutta

- Delhi

- Chennai

2014 is the show’s 11th year

Purpose of the roadshow is

to provide an interactive

platform for Indian tour

operators to expand their

understanding of South

Africa’s offering and develop

and strengthen business

opportunities

66 top products from South

Africa attended

1 235 travel trade attended


Objective for attending this roadshow

• To represent the province as a leisure, business events and film

promotion destination

• Build awareness with regard to the destination and educate them on

our offerings

• Build relationships with the local travel trade and continue building

on our relationship with South African Tourism

• Gain market insights to better understand specific needs and tailor

make communication around this


Insights and learnings

Learnings:

• There are huge opportunities to work with DMCs in educating them

on product offerings as well as tourism authorities nationally for

future business

• Its important to position Cape Town and Western Cape as a luxury,

but value for money (NOT CHEAP OR RIP OFF) destination

– Market that travels from India is affluent

• Language is not a barrier



• Indian travellers are heavily influenced by destinations that have been visited by

family and friends

– Word of mouth has a very strong influence on buying decision with regard to

destinations

– Positive experiences of a destination drives positive word of mouth amongst family

and friends

• Some groups prefer to travel with their own chefs and request hotels to

accommodate this

• The FIT (Frequent Independent Traveller) is a big opportunity and a fast growing

market for us

– Think about how and where we communicate to them

– Group size is approximately 14 pax (2 – 3 families)



• South Africa has the 2nd largest Indian population in KZN outside

India, KZN is fairly well know

Destination:

• Seen as a healthy place – clean water, air and beaches

• Seen as a natural beautiful place

• Seen as a place that offers a wide variety of things to do and see

both during the day and at night

• Seen as a family-friendly destination



• Seen as an ideal destination for business events, particularly

incentive travel

• Seen as an ideal wedding and honeymoon destination

Insights:

• There is an openness to travel during our low season, as their peak

travel times are during Monsoon season (May – October) and over

Dwali (November)



• They work exceptionally hard, and therefore want to cram as much

as possible into their holiday (offer jam packed itineraries)

• Time with family (while on holiday) is more important than meeting

locals

• Exceptional service delivery is paramount! Their culture is built on a

strong service ethos and so this is expected

• There is renewed interest in Mandela and tours / experiences

relating to him



• There was a constant request for towns / places that offer wide open

spaces (natural, scenic beauty)

• Over and above the interest in Cape Town and the Garden Route

and Klein Karoo, there is an active interest in other areas such as

the Cape West Coast

• Very high interest in a variety of adventure sports

• There is also a demand for unique Western Cape offerings from

designers, jewellery to off-the-beaten track experiences



• They are looking for bespoke / once-in-a-lifetime experience that

give them a “bragging factor” when they get home

• Shopping is a big draw card to them

• Some segments of the market showed high interest in gambling

• Film (where movies have been shot and the Western Cape as a

location for shooting and production) was of high interest to them

• Experiential tours are an emerging trend (relates to bespoke /

adventurous approach to packaging itineraries)


Concerns

• Safety and security

• Visa

• Food: Requests for Jain meals which are strict vegetarian, prepared

to an Indian style (does not contain onion, potato, garlic or root

vegetables)

• Cost of shuttles and transfers is perceived to be expensive in

comparison to India


Concerns

• How some operators are marketing Cape Town


What is SAT doing in India

SAT is highly active in India, here are some of their activities

• Campaign leveraging Jonty Rhodes as brand ambassador

• 462 outdoor hoardings across 21 cities

• 96 cinema screens across 7 cities flighted a 45” ad

• Travel trade show: Fox Traveller

• Ongoing media hosting and travel trade education


Next steps

• Each partner has a list of next steps and can be discussed directly

with them

• These include:

– Fam trips with tour operators and media

– Film promotion opportunities

– Trade and Investment Promotion opportunities (specific to Wesgro)

– Stronger working relationship with SAT

– Business events (incentive travel)


Next steps for Wesgro from road show

• Hosting of inbound tour operators

• Supplying of itinerary ideas based on insights developed from the

trip and sent to database of Indian tour operators team met at show

(over 250 operators where engaged with)

• Film promotion division working closely with DEDAT around

opportunities to use the Western Cape as a film location


Next steps for Wesgro 14/15

• We are in the process of re-evaluating our approach to international

markets with regard to marketing spend and resources and to bring

it in line with the 5-year Growth Strategy that is currently being

developed by Department of Economic Development and Tourism

• The need for this has been driven by our diminishing budgets and

decreasing measurable return on investment when attending

international shows

• Process, International Market Selection Analysis*, will ensure that

we are focusing on the international markets that will show us the

most growth


*International Market Analysis GridC

ou

ntr

y

DS

M

YO

Y

Lo

w S

easo

n

Rep

eat V

isit

Lan

gu

age

Vis

a

Air

Acc

ess

SA

T S

trat

egy

Dem

og

rap

hic

s

Life

styl

e

Trade,

Investment

Promotion

and

Tourism

Tool we

use as our

first filter

Year on

Year

Growth for

the past 3

years

Does this

market

show a

propensity

to travel in

our low

season?

Does this

market

show a

propensity

to return?

Is

language

a barrier?

Does this is

market

need a visa

to visit? Is

the visa

application

a deterrant

or easy

process?

Is there

direct air

access? If

not, how

many

stops and

is this a

detterant?

What is

SAT's

strategy

with

regard to

this

country

and what

are they

doing

there?

Who is

most likely

to travel?

What are

their

needs and

interests

when

travelling?


International Market Analysis

• Once country has been selected through the analysis the following

will then be done:

– Clustering of countries

– Market mapping of inbound tour operators and approach ideal partners

for JMAs and educational tours

– Better understanding of the FIT and how to influence their purchase

decision and channels of communication

– Media hosting


Thank you | Dankie | Enkosi

Sat indian roadshow trip report jl02

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