The Tourism Growth Strategy marks a new beginning for South African Tourism. Over the past nine months we have done intensive research to understand the international tourism and travel markets and make critical choices about where we should spend our marketing time and money in order to achieve our country's objectives for international tourism.
The old Satour was hamstrung and limited in its effectiveness by the absence of proper data and market intelligence. As a result, the organisation was unable to make the kind of informed choices about where to spend its limited marketing resources, and how it would best be able to maximize returns on those resources.
The growth strategy development process has turned that legacy around, and lays a key strategic foundation for the new SA Tourism to take up the lead in strategically deploying its resources to secure growth from tourism markets which hold the greatest potential to deliver against its objectives for tourism growth.
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