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South Africa: National Department of Tourism and its Stakeholders Embark on a Campaign to Raise Awareness on Service Excellence
Source: Issued by: Department of Tourism
Source Date: Thursday, December 20, 2012
Focus: Electronic and Mobile Government, ICT for MDGs, Internet Governance
Country: South Africa
Created: Dec 20, 2012

The Marketing Research presentation by South African Tourism (SAT) provided delegates valuable information about the prospective local and international visitors for the KZN province. Domestically, the total tourist spend went up from R9,2 billion in 2011 to an estimated R10,2 billion in 2012. This was due to an increase in average spend per trip. The growth of visitors from emerging markets such as China, Brazil and India necessitates the need for understanding those markets.

Tourism Grading Council’s Thekiso Rakolojane gave a detailed presentation on the importance grading for tourism establishments. “Grading ensures that the country keeps up with international standards” said Rakolojane. Mr Rakolojane highlighted that there was an increase in the number of establishments that were using fraudulent methods to increase their grading. The Tourism Grading Council assured delegates that they would be taking harsh measures to deal with illegally graded establishments.

Tourism Marketing Levy South Africa (TOMSA) reported on the role of the organisation and the value of collecting a marketing levy from tourism establishments. The levies collected by TOMSA are utilised to fund campaigns aimed at marketing South Africa globally.

The Service Excellence Campaign stems from the Tourism Department’s National Service Excellence Strategy which was drafted after inconsistent service levels in the tourism value chain were identified. One such inconsistency was the lack of Customer and guest relation skills. The road-show seeks to address these inconsistencies and to capacitate current and emerging tourism small, medium and micro enterprise with service excellence skills that will give them a competitive edge within the sector. The road –shows will roll on to the following provinces: Gauteng, Mpumalanga and the Free State.

Trevor Bloem
Chief Director: Communications
Tel: 012 444 6607
Cell: 082 771 6729
E-mail: bloem@tourism.gov.za
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