highlights+of+2010 v5 17042011 copia

8/3/2019 Highlights+of+2010 v5 17042011 Copia

1/58

Highlights of tourisms performance in2010

May 2011


2/58


3/58

Mandate to SA Tourism

Sustainable GDP

Sustainable GDP Sustainable job

Sustainable job Redistribution and

Redistribution andThe mandate togrowth

growth creation

creation transformation

transformationSA Tourism is ...

throu h six

Increase in touristvolume

Increase in touristvolume

Increase in touristspend

Increase in touristspend

Increase length ofstay

Increase length ofstay

key objectives

Improvegeographic spread

Improvegeographic spread

Improveseasonality

Improveseasonality

Promotetransformation


by acting ina focused way

Understand themarket

Understand themarket

Choose theattractive segments

Choose theattractive segments

Market thedestination

Market thedestination

3 South African Tourism 2011

removal ofobstacles

removal ofobstacles

from touristexperience

from touristexperience

Facilitate theproduct platform

Facilitate theproduct platform


4/58


5/58

SA continues to outperform global tourism growth, which grew by 6.7% in2010 while tourist arrivals to South Africa grew by 15.1%

25%

Year-on-Year Change in Tourist Arrivals to each region

15.1%

20%

6.4%

12.6%.

7.7%6.7%

10%

%Change

3.2%

0%

5%

South Africa Africa Asia and the Europe Middle East Americas WorldPacific

2009 Touristarrivals Millions

7. 45.8 181 456.9 55.6 140.5 877

2010 Touristarrivals (Millions)

8.1 48.7 203.8 471.5 52.5 151.2 935


Note: UNWTO estimates incorporate provisional data for some regions

Source: Statssa Tourism & Migration release December 2010, SAT analysis; UNWTO World Tourism Barometer, Jan 2011


6/58

While the domestic market accounts for 79% of total tourism volume toSA, foreign markets contribute the most to total tourism revenue

Domestic vs. Foreign Tourist Direct Spend, 2009 2010Domestic Trips vs. Foreign Tourist Arrivals, 2009 2010

. m . m . n . n

Foreign Air

Foreign Land

20102009 20102009

Growth 09 10 Growth 09 10

Total 1.4%

Foreign Land 12.8%

Foreign Air 20.4%

Total 14.9%

Foreign Land 34.1%

Foreign Air 5.8%


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 correspondto an exact Jan.-Dec. time frame, but rather is an average for any point in time over the course of the yearSource: SAT Domestic Surveys for 2009 2010

Domestic -1.8% Domestic -5.6%


7/58

According to South Africas TSA, tourisms directly contributed 2.8% to GDPin 2009 and accounted for 4.1% of total employment in the same year

20062006 20072007 20082008 20092009

Stats SA

easureeasure(provisional)(provisional) (provisional)(provisional) (provisional)(provisional) (provisional)(provisional)

Contribution

in R-million44,908 52,423 59,783 67,141 67,990

Tourism direct GDP

contribution

%

contribution2.9% 3.0% 3.0% 2.9% 2.8%

% change

(year-on-

year)16.7% 14% 12.3% 1.3%

Persons directly

en a ed in roducin

Number

employed507,384 553,712 569,677 599,410 538,394

% share of

goods and servicespurchased by tourists

o a

employment. . . . .

% change

(year-on- 9.1% 2.9% 5.2% -10.2%


year

Source: Tourism Satellite Account for South Africa, Statistics South Africa


8/58

Contents

Overview

Forei n

omes c



9/58

Defining a tourist

An erson travellin to a lace other than that of his/her usual environment for less than 12

Visitor

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))

the place visited.

one night.

Usual environment

To be outside the usual environment the person should travel more than 40 kilometres from his/her

lace of residence one wa AND the lace 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.


10/58

Not all travellers are tourists

Travellers data

available

Stats SA

Tourists

(overnight

visitors) data

Visitors Totaforeign arrivalsless workers &

contract

available only

from 2009

New data

wor ers available

historically

series



11/58

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

.

global tourism which grew by 6.7% in 2010.

Africa is the largest source of tourist arrivals and the region contributed an additional

, , . . .

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

. , . . ,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

re an . rance . , ermany . an a y . s owe e es row n

2010.

Asia and Australasia grew by 34.6 % with increases in all the markets in the region. China

nc u ng ong ong an us ra a pos e e g es grow s w . an .

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 ispublished by StatsSA


12/58

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

, . ,

average spend per day and average length of stay all contributed to the increase in TFDS.

. ,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

mar ets visite a most 2 provinces. Gauteng an Western Cape were y ar t e mostpopular 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 im rovement in seasonalit in 2010.



13/58

Tourist arrivals in 2010 exceeded that of 2009 across all months. For the firsttime we recorded a peak in June, traditionally our low season

800,000

Ash cloudaffects travel

2010 FIFA World

Cup

Tourist Arrivals to South Africa by Month

700,000

from Europe

500,000

,

arrivals

300 000

400,000 2009

2010Tourist

200,000

0

100,000


Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: StatsSA, Tourism & Migration release, SAT analysis


14/58

While there was growth from all markets in 2010, long-haul markets grew

the fastest at 21%

Tourist Arrivals to South Africa and the World, 2009 and 2010Tourist Arrivals to South Africa and the World, 2009 and 2010

Tourist arrivals to South Africa grew at a faster rate than the global growth rate

129506.7%

8

10

illions)

15.1%

7.08.1

703924

4

6

tArrivals(

12.8%

21%

0.29 0.34

4.8 5.5

1.9 2.3

0

2

Touris

14%

Long-haulAfrica Air Africa Land All Markets Global Arrivals


MarketsMarkets Markets

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 AfricaSource: StatsSA, Tourism & Migration release, SAT analysis UNWTO Tourism Barometer Jan 2011


15/58

There was an increase in tourist arrivals across all purposes of travel.Average length of stay increased while the average number of provincesvisited remained flat

All Markets Leisure Business Business Other All Tourist

Total Volume (2009) (Millions) 4.2 1.7 0.3 0.8 7.0

Total Volume (2010) (Millions) 4.7 2.1 0.4 0.9 8.1

- . . . . .

Average Length of Stay (2009) (Nights) 8.6 5.5 5.2 14.7 8.3

Average Length of Stay (2010) (Nights) 8.4 5.7 4.9 16.4 8.5

Average Number of Provinces Visited

(2009)

. . . . .

Average Number of Provinces Visited(2010)

1.4 1.1 1.2 1.1 1.3


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


16/58

South African tourism key objectives

volume

volume

spend

stay

Improveeo ra hic s read

Improveseasonality


pa erns



17/58

Tourist arrivals to South Africa grew to 8,073,552 in 2010. This growth wasdriven by growth from all regions

North AmericaNorth America

EuropeEurope

1,321,624 arrivals 8.1% up from 2009

, 22.5% up from 2009 Middle East

49,279 arrivals

19.3% up from 2009

AsiaAsia

259,961 arrivals 39.1% up from 2009

en ra ou mer ca

120,329 arrivals

109.2% up from 2009

AustralasiaAustralasia

128,149 arrivals

AFRICAAFRICA 5,721,639 arrivals

12.8% up from 2009

.

Indian Ocean Islands


, 19.2% up from 2009



18/58

The Americas and Asia & Australasia regions grew the fastest in 2010 with agrowth of 37.4% and 34.6% respectively

Tourist Arrivals to South Africa by Region, Jan to Dec

7,000,000

8,000,000

, ,

als

3,000,000

4,000,000

5,000,000

, ,

uristarriv

0

1,000,000

2,000,000T

Total Africa - Air Africa - Land Americas

AustralasiaEurope Unspecified

2009 7,011,865 293,868 4,836,848 333,245 288,410 1,223,020 36,474

2010 8,073,552 335,155 5,455,301 457,981 388,110 1,321,624 115,381

erence , , , , , , , ,

% change 15.1% 14.0% 12.8% 37.4% 34.6% 8.1% 216.3%




19/58

There has been strong growth from the African air markets

Tourist arrivals to South Africa from Africa air markets, Jan to Dec

300,000

350,000

,

200,000

250,000

tarrivals

50,000

100,000

,

Touri

Africa - Air Angola DRC Kenya NigeriaOther Africa -

Air

2009 293,868 37,254 30,982 25,581 42,651 157,400

0

, , , , , ,

Difference 41,287 1,289 303 3,508 4,202 31,985

% change 14.1% 3.5% 1.0% 13.7% 9.9% 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 roadtransport. Long-haul markets include all countries outside of Africa



20/58

Saudi Arabia and UAE were the only markets in this region that recordeddeclines

Tourist arrivals to South Africa from the top 10 Other Africa- air markets, Jan to Dec

20,000

25,000

10 000

15,000

istarrivals

5,000

Tou

0

Tanzania Israel Ghana Mauritius Uganda Turkey EgyptSaudi

ArabiaSeychelles UAE

, , , , , , , , , ,

2010 19,641 19,353 18,435 16,329 13,627 9,915 5,967 3,570 2,861 1,332

Difference 4,909 4,403 7,040 2,704 1,370 2,267 968 -1,758 695 -396


% change 33.3% 29.5% 61.8% 19.8% 11.2% 29.6% 19.4% -33.0% 32.1% -22.9%



21/58

Growth in the Africa land region was driven by growth in Lesotho andZimbabwe

6 000 000

Tourist arrivals to South Africa from Africa land markets, Jan to Dec

5,000,000

3,000,000

4,000,000

tarrivals

2,000,000Touris

0

, ,

Africa - land Botswana Lesotho Malawi Mozambique Namibia Swaziland Zambia Zimbabwe

, , , , , , , , , , , ,

2010 5,455,301 507,042 1,275,838 126,120 1,051,502 190,903 632,490 157,692 1,513,714

Difference 618,453 22,784 227,288 -13,485 67,763 13,040 4,377 10,603 286,083

% change 12.8% 4.7% 21.7% -9.7% 6.9% 7.3% 0.7% 7.2% 23.3%


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



22/58

The Americas showed strong growth driven by all markets in the region.The strong performance from the other markets in the region were theresult of the 2010 FIFA World Cup

Tourist arrivals to South Africa from the Americas, Jan to Dec

400,000

450,000

,

200,000

250,000

300,000

,

starrivals

50,000

100,000

150,000Touri

0

2009 333,245 32,256 45,330 230,324 25,335

Americas Brazil Canada USA Other Americas

2010 457,981 53,756 55,263 282,377 66,585

Difference 124,736 21,500 9,933 52,053 41,250

% change 37.4% 66.7% 21.9% 22.6% 162.8%




23/58

The growth in the Other Americas region was the result of the 2010 FIFAWorld Cup

Tourist arrivals to South Africa from the top 10 Other Americas markets, Jan to Dec

20,000

,

10,000

15,000

ristarrival

5,000

Tou

0

2009 9,787 2,674 2,581 1,582 1,577 944 1,245 577 549 497

Argentina Mexico Chile Columbia Peru Uruguay Venezuela Cuba Bolivia Jamaica

2010 21,701 15,923 7,260 3,146 2,731 2,683 2,591 1,247 722 695

Difference 11,914 13,249 4,679 1,564 1,154 1,739 1,346 670 173 198

% change 121.7% 495.5% 181.3% 98.9% 73.2% 184.2% 108.1% 116.1% 31.5% 39.8%




24/58

Tourist arrivals from the Asia & Australasia region increased by 34.6% due tostrong performance from China, Australia and India

Tourist arrivals to South Africa from Asia & Australasia, Jan to Dec

300 000

350,000

400,000

,

s

150,000

200,000

250,000

ristarrival

0

50,000

100,000

Tou

2009 288,410 82,753 42,083 55,203 20,513 87,858

Asia & Australasia Australia.

Kong)India Japan

Australasia

, , , , , ,

Difference 99,700 25,152 26,226 16,384 7,064 24,874

% change 34.6% 30.4% 62.3% 29.7% 34.4% 28.3%




25/58

Taiwan and Singapore were the only markets in this region that did notrecord growth in 2010

Tourist arrivals from top 10 Other Asia & Australasia markets, Jan to Dec

20,000

,

als

10,000

15,000

ouristarriv

0

5,000

T

2009 18,042 14,311 9,596 3,359 7,025 9,897 5,300 6,663 3,361 2,943

New

Zealand

Rep of

KoreaPakistan Philippines Malaysia

China

(Taiwan)

Thailand Singapore Indonesia Bangladesh

2010 19,801 17,489 13,359 9,553 9,175 9,163 7,174 6,660 5,158 3,829Difference 1,759 3,178 3,763 6,194 2,150 -734 1,874 -3 1,797 886

% change 9.7% 22.2% 39.2% 184.4% 30.6% -7.4% 35.4% 0.0% 53.5% 30.1%




26/58

Tourist arrivals from Europe grew by 8.1% over 2009 with all markets in theregion recording growth

Tourist arrivals to South Africa from Europe, Jan to Dec

1,200,000

, ,

800,000

, ,

tarrivals

200,000

400,000

,

Touris

0

2009 1 223 020 103 985 196 643 50 283 114 431 36 335 446 396 274 947

Europe France Germany Italy Netherlands Sweden UK Other Europe

2010 1,321,624 115,401 215,800 54,641 124,088 40,662 453,030 318,002

Difference 98,604 11,416 19,157 4,358 9,657 4,327 6,634 43,055

% change 8.1% 11.0% 9.7% 8.7% 8.4% 11.9% 1.5% 15.7%




27/58

Ireland was the only market that recorded a decline as a result of thefinancial challenges in this country

Tourist arrivals to South Africa from the top 10 Other Europe markets, Jan to Dec

35,000

40,000

,

vals

20,000

25,000

,

ouristarri

5,000

10,000

15,000

0

Portugal Switzerland Belgium Spain Ireland Denmark Austria NorwayRussian

FedFinland

, , , , , , , , , ,

2010 40,655 39,725 39,304 31,902 30,518 24,212 20,389 19,330 11,551 10,511

Difference 13,896 8,006 2,584 6,177 -4,648 1,672 3,179 1,190 2,658 1,107

% change 51.9% 25.2% 7.0% 24.0% -13.2% 7.4% 18.5% 6.6% 29.9% 11.8%




28/58

Neighbouring SADC continues to be the major source market with Zimbabwemoving into first position ahead of Lesotho

Top 20 source markets

1,600,000

s

1,400,000

ristarrival

1,000,000

, ,

To

600,000

800,000

200,000

400,000

0

ba

bwe

Leso

th

o

mbiq

ue

az

ilan

d

otswana

UK

USA

ermany

Nam

ibia

Zam

bia

Ma

law

i

her

lan

ds

France

us

tra

lia

India

Cana

da

Ita

ly

Braz

il

Nig

er

ia

ncluding

Kong)



Zi

Mo z SB G

Ne

t

China(i

Hong


29/58

Zimbabwe is the largest land market while Nigeria is the largest source

market from the African air markets

1,600,0002009

Top African land source markets

s

800,000

, ,

Touristarrival

0

,

Zimbabwe Lesotho Mozambique Swaziland Botswana Namibia Zambia Malawi

40,000

50,000

2009

Top 20 African air source markets

10,000

20,000

30,000

ristarrivals

0

Nigeria

Angola

m

Repof

Congo

Kenya

Tanzania

Israel

Ghana

Uganda

Turkey

Egypt

To


De

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 marketsinclude all countries outside of AfricaSource: StatsSA, Tourism & Migration release, SAT analysis


30/58

The UK, USA, Germany, Netherlands and France remain the top 5 overseassource markets

Top 20 Long-haul markets500,000

s

400,000

ristarrival

300,000

To 200,000

100,000

UKUSA

Germany

ether

lan

ds

France

Austra

lia

India

Cana

daItaly

Brazi

l

Swe

den

Portuga

l

witzer

land

Be

lgium

Spain

Ire

land

Japan

Denmark

Argentina

Austria

a(including

ongKong)



N S

ChinH


31/58


volume

spend

spend

stay


Improveseasonality


pa erns



32/58

Total foreign direct spend generated from tourist arrivals increased by 22.6%

between 2009 and 2010.

Total Foreign Direct Spend (excluding capital expenditure), 2009 to 2010ETotal Foreign Direct Spend (excluding capital expenditure), 2009 to 2010E

Africa - air markets and Europe were the only regions that posted a decrease in revenue from 2009 to 2010

72.680.0

90.0

2009)

22.6%

59.2

47.150.0

60.0

.2010E

(R-Billio

34.1%

.

3.9 3.8

13.05.2 4.5

12.4

10.0

20.0

30.0.

Revenue -4.1%

19.6%32.8%-3.1%

. .

0.0

Total Africa - land Africa - air Americas Asia &

Australasia

Europe

2009 R8,900 R7,300 R14,700 R13,200 R14,900 R12,100

2010E R9,300 R8,300 R12,600 R12,800 R13,400 R10,700

Average spend per tourist in SA


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.Source: SAT Departure Surveys


33/58

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 MarketsAll Markets -- Value Drivers (Total Foreign Direct Spend without Capex), 2009Value Drivers (Total Foreign Direct Spend without Capex), 2009 2010E2010E

1.6 1.5

70

80

10.3

50

60

ns)

59.2

72.6

30

40

Rand(Billi

10

20

02009 Change in Volume Change in Spend

per DayChange in Length

of Stay2010E


Source: SAT Departure Surveys


34/58


volume

spend

stay

stay


Improveseasonality


pa erns



35/58

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, 2009Average Length of Stay in SA for Total Tourist Arrivals, 2009--20102010

17.016.2

17.4

15.416.2

17.3 17.4

16

20

2009 2010ights

8.3

13.5

8.5

12

umberof

5.1 5.3

4

8

Average

0

Total Africa - land Africa - air Americas Asia &

Australasia

Europe

% Change 2.1% 3.2% 14.1% -4.5% 7.1% 0.1%




36/58

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, 2009Most common number of nights in South Africa, 2009--20102010

12

Air

Landhts

8

berofNi

4mmonnu

2 2

Mostc

2009 2010




37/58

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, 2009Average Length of Stay by Province, 2009--20102010

12.5

13.714.0

16.0

2009

2010t

8.9

7.1

9.8

6.88.0

10.0

.

ightsSpen

.

3.7 3.5 3.2

5.54.8

..

3.63.2 3.3

5.65.2

4.0

6.0

Average

0.0

2.0

Gauteng Western Eastern KwaZulu Mpumalanga Limpopo North West Northern Free State

% change -0.7% 9.4% 9.4% -4.7% -3.1% -9.7% -1.2% 1.7% 6.7%




38/58


volume

spend

stay



Improveseasonality


pa erns



39/58

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, 2009Average Number of Provinces Visited by All Tourists, 2009--20102010

2.4Air

Landed

1.7 1.71.8

incesVisit

1.1 1.11.2

berofPro

0.6Num

0.02009 2010




40/58

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 TouristsAverage Number of Provinces Visited by All Tourists, 2009, 2009 -- 20102010

1.71.6

1.81.81.7 1.7

1.6

2.0

2009 2010

Visited

1.3

1.11.2

1.3

1.1

1.21.2

Provinces

0.4

0.8

Numberof

0.0

Total Africa - land Africa - air Americas Asia & Australasia Europe

% Change 0.1% 0.0% 3.0% 6.4% 4.7% -2.9%

40 South African Tourism 2011Source: SAT Departure Surveys


41/58

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, 2009Average Number of Provinces Visited by Frequency of Visits to SA, 2009--20102010

1.82.0

2.4

2009

2010.

1.4 1.3

1.6

Visited

. . .. . .

0.8

1.2

Provinces

0.4

.

First Time 2-3 Times 4-5 Times 6-9 Times 10+ Times

% Change 0.8% -2.5% -0.6% 1.0% -0.4%




42/58

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, 2010Total Nights Spent in SA by Province and by Type of Accommodation, 2010

25,000,000

30,000,000

Other

None

15,000,000

20,000,000Mid

Nights

(Friends / Family)

(B & B, Backpackers,Self-catering, Camping)

10,000,000

(Hotel, Game Lodge,Guest House,Train/Ship)

0

5,000,000

Gauteng Western Eastern Cape KwaZulu Mpumalanga Limpopo North West Northern Free State

ape a a ape

Total Nights(000s)

24,800 19,971 3,371 6,297 4,010 3,224 1,685 528 2,963



Nights (2010)

37.1% 29.9% 5.0% 9.4% 6.0% 4.8% 2.5% 0.8% 4.4%


43/58


volume

spend

stay


Improveseasonality

Improveseasonality


pa ernspa erns



44/58

There has been an slight improvement in seasonality for land arrivals

Seasonality Index, 2003Seasonality Index, 2003--20092009

7.90%8%

9%

Total

6%

7%

Air

Land

4%

5%

Index

1.77%

1.20%

2.45% 2.31%

.

2%

3%

0%

1%

2009 2010


Note: Zero percentage represents perfect seasonality while 100% represents the worst seasonality.

Source: StatsSA, Tourism & Migration release; SAT calculations


45/58

There has been an improvement in seasonality from all the regions except for Americas

and Asia and Australasia

Seasonality Indices by region, 2009 to 2010Seasonality Indices by region, 2009 to 2010

51.2%

20.0%2009

60.0%

16.0%

6.34%7.21%

5.67%8.0%

.

1.77%2.73% 3.25%

2.34%1.20%

2.17%

0.0%

4.0%

All arrivals Africa & Middle

East

Americas Asia & Australasia Europe


Source: StatsSA, Tourism & Migration release; SAT calculations


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Contents

Overview

Forei n

omes c



47/58

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

a roximatel 13.4 million adults. The domestic travel incidence amon the adultpopulation dropped to its lowest level since 2007. There was on average 2.2 domestic trips

taken in the year.

VFR continues to be the ma or reason for domestic tri s accountin 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 thenumber of domestic trips in 2010, the share of holiday trips increased from 12.0% in 2009

o . n , w e e s are o an us ness rave ecrease .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

n . e avera e spen per ay ecrease y approx ma e y rom ay

in 2009 to R160/day in 2010 as the average length of trips increased from 4.2 nights to 4.4

nights.

million in 2009 to 131 million in 2010.

Economic constraints remain the biggest barrier to domestic travel with 31% mentioning


.


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Domestic Tourism Indicators

Key Metrics 2007 2008 2009 2010

Annual 43.5% 46.5% 47.6% 43.0%Domestic

TravelIncidence

Monthly1 9.9% 9.0% 8.2% 7.9%

Number ofTrips

Annual 35.9 Million 32.9 Million 30.3 Million 29.7 Million

By Purpose

VFR: 68%, Holiday: 16%,

Business: 7%, Religious:







, , , ,

Total Annual

SpendR20.0 Billion R25.8 Billion R22.4 Billion R21.1 Billion

SpendBy Purpose

: , o ay: ,


3%, Medical: 0%

: , o ay: ,


3%, Medical: 2%

: , o ay: ,


2%, Medical: 1%

: , o ay: ,


3%, Medical: 0%

Average Spend

per r p per

Day

r p; ay r p; ay r p; ay r p; ay

Total Annual

Bed Nights157.8 Million 149.0 Million 128.4 Million 130.8 Million


Trip Length

Average Nights

per Trip4.4 4.5 4.2 4.4


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In 2010, 43% of South African adults took a domestic trip, resulting in approximately 30million domestic trips. Although the number of tourists declined in 2010, they did onaverage take the same number of trips as in 2009

Percentage of Adult Population That Has Taken APercentage of Adult Population That Has Taken A

Domestic Trip Over Past Year: 2007Domestic Trip Over Past Year: 2007--20102010Number of Domestic Trips and Tourists: 2007Number of Domestic Trips and Tourists: 2007--20102010

rion

M)

beroftripsp

veler

totalpopulat

(

Averagenumtr

a

centageofth

200920082007200920082007

Pe

20102009

Did Not Travel In Past Year

Traveled In Past Year

Average Number of Trips per Traveler

Total Number of Domestic Travelers

Total Number of Domestic Trips


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 correspondto an exact Jan.-Dec. time frame, but rather is an average for any point in time over the course of the yearSource: SAT Domestic Surveys for 2007-2010


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Of those that didnt take a trip, economic constraints remained the greatest barrier totravel

Top Five Reasons For Not Having Taken a Domestic Trip : 2007Top Five Reasons For Not Having Taken a Domestic Trip : 2007--2010201011

NotTakena

ePastYear

ultsWhoHav

sticTripint

%ofAd

Dom

Disliketravelling

Unemployed/noincome

Timeconstraints

No reason to take atrip

Cannot affordtravel


Respondents could give more than one reason for not taking a tripSource: SAT Domestic Surveys for 2007-2010


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Of the 30 million trips, VFR remained the main purpose of taking a trip. The proportion ofVFR travel in the domestic market decreased in 2010, while holiday travel increased

Number of Domestic Trips by Purpose (in MM): 2007Number of Domestic Trips by Purpose (in MM): 2007--20102010

Trips(MM)

MedicalReligiousBusinessHolidayVFR

2007 67.5% 16.1% 7.1% 7.3% 1.2%

Share of Total Trips by Year

2008 71.4% 15.7% 5.4% 4.8% 2.0%

2009 76.2% 12.0% 5.3% 4.6% 1.0%

2010 74.3% 13.4% 4.7% 6.2% 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


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Gauteng and KZN are the major source markets for domestic tourism...

Annual Domestic Trips by Province of Residence (Source Markets): 2007Annual Domestic Trips by Province of Residence (Source Markets): 2007--20102010

MM)

Trips

(

Free StateCape

Mpumalanga or ern

Cape

Cape

Natalort estmpopo

Share of Trips 07 21% 28% 12% 17% 7% 5% 5% 4% 2%

Share of Trips 08 30% 26% 10% 16% 4% 6% 3% 2% 2%



Share of Trips 10 32% 24% 11% 10% 9% 6% 3% 3% 1%


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and are also the major beneficiaries of domestic tourism

Annual Trips to Each Province (Destination Markets*): 2007Annual Trips to Each Province (Destination Markets*): 2007--20102010

s(MM)

Tri

Free StateEastern

Ca e

Mpumalanga Northern

Ca e

Western

Ca eKwaZulu

Natal

North

West

LimpopoGauteng

Market share 07 29% 17% 14% 13% 8% 6% 6% 6% 2%

Market share 08 32% 17% 14% 12% 7% 7% 5% 4% 3%

Market share 09 29% 19% 17% 12% 6% 6% 5% 4% 2%


Note: *Trips to Provinces exceeds the total number of trips as one can go to more than one province in one tripSource: SAT Domestic Surveys for 2007-2010

Market share 10 28% 21% 14% 10% 9% 8% 6% 4% 1%


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The average domestic trip lasted about 4.4 nights, which is an increase from 2009

Average Nights by Purpose of Travel: 2007Average Nights by Purpose of Travel: 2007 20102010

ights

Medical ReligiousBusinessHoliday VFRTotal


Source: SAT Domestic Surveys for 2007 2010


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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 S end Value Drivers:Total Domestic Direct S end Value Drivers: 20092009--20102010

1.20.1

0.0

25

llions)

15

20

Rand(Bi

22.4 21.110

5

0

2009 Change in Volume Change in Spend

per Day

Change in Length of

Stay

2010



R t d f d ti t i i 2010 h d R21 1 billi 5 6% d


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Revenue generated from domestic tourism in 2010 reached R21.1 billion, a 5.6% decreaseover 2009. The proportion of revenue on VFR travel declined in 2010, while that of holidaytravel increased

Spending on Domestic Trips by Purpose:Spending on Domestic Trips by Purpose: 20072007--20102010

22.4

2%1% 1%

25.8

12%

3% 2%

0%

20.01% Other3%

1%

0%

Rand(Bn)

22%39%

37%

14%0%

Holiday

Business

Religious

Medical

31%

14%

58%45%45%

VFR

51%

Share of Trips (%) VFR Holiday Business Religious Medical Other

200920082007 2010

2007 67.5% 16.1% 7.1% 7.3% 1.2% 0.8%

2008 71.4% 15.7% 5.4% 4.8% 2.0% 0.7%

2009 76.2% 12.0% 5.3% 4.6% 1.0% 1.0%


. . . . . .

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

There was a decline in the average spend per trip between 2009 and 2010 with the


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There was a decline in the average spend per trip between 2009 and 2010 with theamount spent on average for business and VFR trips decreasing compared to 2009. Incontrast, there was an increase of about R320 per holiday trip in 2010

Average Spend per Trip by Purpose of Trip:Average Spend per Trip by Purpose of Trip: 20072007--20102010

2,3402,500

2007

2008

Average inflation2007: 7%

2008: 11%

2009: 7%

(inRand)

1,910

1,6401,330

1,650

,2,000 2010

:

rageSpend

1,2401,050

1,000

1,500

Ave

490

340240

360

550

760

400480

780

450

280

560

730710

500

160 210

0

Religious MedicalVFRTotal HolidayBusiness


Note: Holiday includes sports (spectator) and shopping (personal); Business includes business (professional), business (MICE), shopping (resale) and sports(participant)



58/58

For more information contact:

South African TourismPrivate Bag X10012

Sandton

o annes urg

2146

Tel: +2711 895 3000

Email: [email protected]

www.southafrica.net/research

highlights+of+2010 v5 17042011 copia

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