Tourism continues to be a major source of income for many small to medium enterprises and a driver for job creation. After the COVID-19 pandemic, this industry has struggled to reach pre-pandemic levels of success, but the government is optimistic that it will return to its former glory by 2030. And with most success stories, the first step starts at home.
Domestic tourism relies on citizens travelling within their own country, visiting cultural heritage sites, spending money on crafted goods and curios, and supporting businesses across the country. This stimulates the local economy (GDP) and helps solve major issues such as unemployment and poverty.
The latest data about South African tourism from the first quarter performance of the 2024/25 year indicated that there were 8,5 million domestic trips, but that this is 2,3% lower than the previous year. Within this sector, overnight stays amounted to a total of R 26 billion, showing growth of 10,3%. According to the Parliamentary Monitoring Committee, holiday goers total spending decreased by 5,7% in this period. It was noted that domestic spending is higher than international arrivals, highlighting the importance of boosting domestic tourism even more.
What is seen is a catch twenty-two: Domestic tourism is decreasing, especially with holidaygoers, yet overnight stays (perhaps for business or other reasons) have increased. So what does that mean for South African tourism businesses?
Well, they need to educate their target audience through marketing and encourage them to travel.
Marketing Your Tourism Business Based on Tourist Needs
The private sector must make investments to enhance safety measures and this work together with the police to aid the safety of all travellers. The government has indicated that it will support SMEs by improving infrastructure worth R 81 million in Gauteng, KwaZulu-Natal, the Northern Cape and the North West. Furthermore, they have also indicated their assistance with attending trade shows and helping tourism operators with a quicker turnaround on operator licenses.
Tourism businesses, be it small transport operators, resorts, hotels, or other leisure-based businesses can position their marketing in such a way that highlights the good infrastructure of their business as well as their safety.
On local travel intermediary LekkeSlaap, businesses can list their facilities and indicate that it has certain safety features such as secure parking. You can also show your secure facilities on your website in a gallery of pictures that clearly show security measures such as electric fences, CCTV, and closed gates. Social media images and marketing copy (think newsletters and your website too) can reflect that you have safe facilities and that it is easily accessible.
Infrastructure concerns can take the form of advertising that you have backup power solutions and that roads leading to your facility are cared for.
Marketing Your Tourism Business as Cultural Heritage and Pride
Cultural heritage tourism is a great marketing tool. Not only does it provide domestic tourists with the opportunity to learn more about their heritage, but it also gives individuals a chance to learn about other cultures and operators to celebrate their own roots.
Your approach to marketing can include creating awareness education programmes for citizens who enjoy uniquely South African experiences. Furthermore, highlighting the importance of cultural preservation and community engagement is another way to market yourself towards local travellers. A facility that has crafted its entire existence around cultural heritage and pride is Lesedi Cultural Village which creates experiences that demonstrate the special talent of traditional dance and craft.
Thankfully, South African tourism-focused businesses already have policies that support these tourism initiatives.
Marketing Your Tourism Business as Sustainable Tourism
Sustainable tourism is important to conservationists as well as many South African tourists. In fact, it is a big part of that also attracts international tourists to the continent.
Ways to show that you are an eco-friendly, conservation and sustainable business is to use keywords that drive traffic to your website, and imagery that highlights these characteristics of your business. Here are some sustainable features that you can show in your marketing materials:
- Using alternative energy sources
- Reducing your impact on the environment
- Recycling
- Conserving water
- Partnering with conservationists and conservation organisations
Additional Ideas to Boost Tourism
In addition to the marketing strategies recommended above, you can also use the below ideas to boost traffic to your local tourism business.
Creating Events and Festivals: Creating an event or festival in your area is a great way to encourage people to travel from far away to attend the concert or festival.
Offer Promotional Discounts: Discounts for individuals who book within a particular time or who can show that they are from a specific province, for instance, can receive discounts or added freebies. You can offer a free dessert if they eat at your resort’s restaurant if you cannot afford a different discount, for example.
Highlighting Lesser-Known Attractions: South Africa has many attractions and scenic marvels. However, in spite of the natural and cultural diversity, some attractions have become hidden gems. Use these tourist attractions to encourage visitors to stop by or stay at your business.
Now that you have marketing strategies that boost domestic tourism, you can start implementing them to grow your business. Whether it is playing into particular sectors, or crafting marketing materials that highlight events or places that deserve to be in the spotlight, travellers are sure to find something that appeals to them.
