SA TOURISM has yet to
implement phase three
of its Local Leisure at its
Best campaign with Asata,
despite committing to
partner with the trade to
increase bleisure travel and
address the seasonality
gap.
“The first two phases
exceeded all expectations,
reaching 20 000 direct
potential travellers over the
past two years, ending in
October 2017,” said Otto
de Vries, ceo of Asata. “We
then proposed a third and
final phase that would focus
on government employees.
We are confident that
this would continue to
contribute meaningfully
to [SA Tourism’s] 5-in-5
campaign’s aim to add
one million more domestic
holiday trips through leisure
and business tourism.”
SA Tourism told TNW
that it had not renewed
the campaign and had no
partnerships with Asata for
this financial year.
“Our budget will be spent
on campaigns that aim to
encourage domestic travel
through showcasing the
affordability and unique
experiences provided by
our hidden gems, pushing
bleisure, and addressing
the seasonality gap by
targeting millennials,
romantic getaway and solo
travel markets,” said Sisa
Nthsona, ceo of South
African Tourism. “We will
also continue to increase
our focus on events by
entering into relationships
with the Sports, and Arts
and Culture ministries.”
This is a strategy that SA
Tourism has carried forward
with the recent launch of
its new domestic campaign:
‘It’s your country – enjoy
it!’ This campaign is aimed
specifically at the ‘up-andcoming’
black South African
market. Sisa added that all
trade partnerships would
need to support this focus
to retain SA Tourism’s
support.
