Domestic tourism remains key to South Africa's travel economy. Venelize de Lange from media update spoke to Mashoto Mokgethi about travel campaigns, affordability initiatives for South African citizens and how travel trends are measured.
Affordability. Accessibility. National pride.
Each of these play an important role in shaping how South Africans travel within their own country. For Mashoto Mokgethi, Head of Domestic Tourism at South African Tourism, domestic tourism is not only about encouraging citizens to travel, but also about helping South Africans rediscover valuable experiences available at their doorstep.
In this Q&A, Mashoto explains the role of promotional campaigns, the influence of local travel trends and how the success of domestic tourism initiatives is measured.
Campaigns like '#SeatAtYourTable26' and 'Sho't Left' are deeply rooted in understanding local sentiment. How do you translate insights about South African travellers into effective campaigns, and what trends have you recognised?
South Africans enjoy travelling around the Easter period, and we encourage them to not spend this period in their homes and rather "set their table" anywhere else in the country. We have noticed the importance of self care as a trend, which travel can bring to everyone — care for self.
Certain provinces and experiences are emerging as strong growth areas. What trends do you believe are worth noting in South Africa?
Events remain the biggest part of travel for us. When we are told that there is something happening somewhere, whether music or sports, we pack our bags and go.
This has always been our culture and will remain our culture. Our wellness resides in being in spaces that define us. This could be a spa, an event, a restaurant or a museum.
What KPIs or success metrics do you consider most meaningful when evaluating the effectiveness of major domestic tourism campaigns like '#SeatAtYourTable26'?
We look at the Reach of the campaign and also the Engagement. We also measure the number of travellers in that period.
Affordability remains a major barrier for many potential travellers. What strategies has South African Tourism developed under your leadership to reduce this barrier?
We have launched a number of campaigns in collaboration with the travel trade to showcase the country in an affordable manner. One of the key campaigns being 'Travel Week', where the trade provides up to 50% off of travel when booking in the first week of September — travelling anytime.
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