Department of Environmental Affairs

And Tourism

“The National Tourism Product Database”

- IWTS, Madrid -
July 2006

Presentation

Copyright © 2006 South African Tourism.

Government has set a clear agenda for tourism and South African Tourism has
made clear choices on how we can effectively deliver on its mandate.

SAT must contribute to …

GDP growth Job creation Transformation
The mission of SAT is to develop and
implement a world-class international
… through delivering sustained ... tourism marketing strategy for South
Africa that
Volume Spend Length of stay

Geographic spread Seasonality Transformation • Facilitates the strategic alignment of the

provinces and industry in support of the
global marketing of tourism to South
… by acting in a focused way to … Africa;
• Removes all obstacles to tourism growth;
Choose the
Understand the
attractive
Market the • Builds a tourist-friendly nation; and
market Destination
segments • Ensures that tourism benefits all South
Africans.
Facilitate the Facilitate the
Monitor and
removal of product
learn
obstacles platform

Department of Environmental Affairs & Tourism 2 Copyright South African Tourism 2006
 The national product database was borne out of a gap in knowledge on the
tourism product offering in South Africa.
South African Tourism has made significant investments in gathering intelligence to inform our marketing
strategy. But the gap in our knowledge has been a complete understanding of the size and structure of our
product offering.
Tourism
Supply
Tourism
Demand

?
• Who? - 

• Where- 
• What? - 
• When? - 
• How? - 
Objectives:
National • To market the tourism product of South Africa to the international and
Product local users, trade and media sectors via the SA Tourism website
Database • Collect statistics on the size of the tourism plant in South Africa that can
be used as input into the development of a tourism satellite account
Department of Environmental Affairs & Tourism 3 Copyright South African Tourism 2006
A study conducted in 2003 produced a high-level map of the structure of the
tourism cluster in South Africa.

Government Policy
Promotion  National (SAT, DEAT, DTI & Others)

 Regional (Regional Tourism Authorities & Provincial Government)

 Local (Local Tourism Authorities & Local Government

Attractions
 Beaches (73)

 Game Parks & Food and

National Reserves Beverage
(481) (20,000) Soft
Accommodation Infrastructure(97)
 Cultural (47)  Restaurant
Channel Hard Infrastructure  Hotels (1,233)  Hotel
 Arts & Crafts (87)  Catering
 Outbound Tour  Roads  Game & Hunting Management
 Museums (611)  Bars & clubs
Operator  Airports Lodges (1,000- Schools
5,000)  Sport (16)
 Inbound Tour  Telecom  THETA
Consumers1 (5,000-
Operator & Ground  Bed and  Adventure (624)
 Rail 10,000)  Management
Handler (>800) Breakfasts  Conference Facilities Training
 Security
 Travel Agents  Guest Houses  Ecotourism (687) Transportation Programs
 IT Services
(>800)  Backpackers (163)  Water attractions (424)  Airlines

 Self Catering  Shopping Facilities  Car Rental

(2,415)  Theme Parks
(>10)
 Timeshare (170)  Railways
 Casinos (35)
 Buses

 Taxis

Promotion
Supporting Industries Supporting Industries Supporting Industries
– Banking – Legal – Catering
– Laundry – Medical – Supplies to
– Outfitting – Real Estate accommodation sector
– Insurance – Construction – Security services

Note: International and Domestic Consumers

Source: JICA, ABSA, AA Travel, Babasa, Portfolio Collection, SAT, Interviews, Monitor Research
Department of Environmental Affairs & Tourism 4 Copyright South African Tourism 2006
 Next, we determined the fields that should be contained in our database.

– Entity number (company registration number where applicable)

– Entity name
– Parent entity number (unique identifier)
– Category
– Address
– Contact name
– Organisations
– Facility information
– Graphic images – logo and photographs
– Statistical data
• Capacity
• Employment

Department of Environmental Affairs & Tourism 5 Copyright South African Tourism 2006
 The methodology of collecting and verifying the data was developed.

Verification
centre
Disparate Data SAT Target
Sources Systems
Business & Mapping rules Enrichment of data
Transformation rules and Result
Data Cleansing rules Validation
Data source CRM
source
YELLOW1 3
PAGES

Merging all
Analysis & Cleansing and
Data Databases into
Verificatio Transformatio
source Single Platform Data
n n
Warehouse
4
Data
source 2

Data WEB
source 5 SERVER

Documentation Exception (s)

Metadata Identified
Business Input

Department of Environmental Affairs & Tourism 6 Copyright South African Tourism 2006
 We have had some quick wins on this project.

 To date, there are 55,000 valid and verified records in our database

 We are able to generate reports on the number of entities by

– Category
– Sub-category
– Province
– City

 Collecting the statistical information has been difficult

– We will have a database of our universe from which to draw a sample to collect
reliable data

Gearing up for growth

Department of Environmental Affairs & Tourism 7 Copyright South African Tourism 2006
 Confidential

For more information contact:

South African Tourism
Private Bag X10012
Sandton
Johannesburg
2146

Tel: + 27 11 895 3000

Or email:
research@southafrica.net

National Tourism Conference – Johannesburg 2004: version 2

Phase 1 GCP 2004 Monitor Group and South African Tourism © 8