11th International Conference on

RESPONSIBLE TOURISM IN DESTINATIONS

14 | 15 April CTICC Cape Town

Marketing Sustainable Tourism Products

Dawn Robertson Gauteng Tourism Authority

Gauteng Township Tourism Programme

Barriers Identified

• Authenticity & uniqueness of the experiences

• Lack of understanding of the nature of the industry Constrained access to markets

• Limited understanding of consumer behavior

• Constant struggle between market viability and authentic representation of culture

• Poor relationships between visitors and local communities

• Targeting international visitors and neglecting domestic and regional markets

• Not understanding sustainability as a USP

• Not seeing sustainability as a part of quality

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What is the hot new

emerging location?

Neighborhoods

Visitors are looking and longing for local

experiences that they can’t get at home.

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Maboneng

Promote the local experience

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Fordsburgby emphasising the uniqueness

of neighbourhoods

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SOWETO

Show visitors how to “live like a local”

Create compelling reasons why visitors should visit these

neighborhoods to drive the consumption of the experiences

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Gauteng Experience Toolkit

• What makes this neighborhood or product special?

• What responsible tourism initiatives can be implemented?

• What memories do you want the visitor to leave with?

• What visitor interest are aligned with neighborhood experience?

• Who needs to collaborate to craft engaging visitor experiences?

• What experiences already exist that can be packaged?

• How can the experiences be personalised?

• What is unique, authentic local treasure can be celebrated, showcased or engaged in?

• When the visitor leaves – what do you want them to be talking about?

• What pictures do you want posted on FB – TripAdvisor?

Products of Origin

Other Supply Side Interventions

• Enterprise development

• Learning networks

• Storytelling training to bring experiences to life

• Digital marketing & social media training & support

• #trendingtownships

Responsible tourism practices are embedded in all aspects of experience and

product development

Market Access

• Lack Marketing expertise

• Lack of knowledge about distribution channels

• Poor targeting, market segmentation and positioning

• Low consumer product knowledge

• Consumer risk perception

• Sustainability issues still not high on supplier criteria

Key to sustainable tourism development

Market Access Interventions

• Building the necessary online resources within the DMO portal as well as individual neighbourhood cluster online presence

• Mentorship programme

• Partnerships and JMA’s with intermediaries

• Partnership with SATSA

• Media Partnerships

• GeePee Life Magazine

• Trade and Consumer show participation15

GeePee RT Challenge

10 tourism businesses in Gauteng are on a journey to apply responsible

business practices

New behaviors and technologies supporting responsible tourism are

being introduced

They are helped to develop a sustainability plan and trained to implement the changes needed.

At all stages the results of changes made are being measured

Khok’moya Guest House

Accommodation

11 rooms

Staff

5 staff members

THREE-STAR GUEST HOUSE IN

GERMISTON

• Organic waste composted• Waste that can be directed for re-use

by other parties has been identified• Waste that may require special

disposal methods has been identified

• Ways in which food waste can be reduced have been identified

• Use of the harmful substances limited

• Trips in the vehicle are planned so that 'empty legs' are limited

• Geysers switched off during day• Energy efficient lightbulbs• Appliances with eco-cycles• Laundry air dried

WASTE

MANAGEMENT

GREENHOUSE GAS

EMISSIONS

MANAGEMENT

Khok’moya Guest

HouseWHAT ARE THEY DOING?

We are hoping that by introducing the right actions and technologies owners will begin to realise that there is value in

responsible tourism and begin to do more to ensure that there

businesses operate sustainably and thrive

Benefits of these Interventions

• This responsible tourism & experiential value proposition can be developed in almost any community

• Provides an opportunity to be innovative, creative and truly responsive to the reason why visitors travel.

• It’s a response to both domestic and international demand that generates new revenue streams

• Lower cost investment as it does not involve huge capital infrastructure upgrades or changes

• An opportunity to introduce value-based pricing and attract higher yield visitors

• It creates advocates for the businesses with visitors that rave online or through word of mouth about their experience

• Products become “stronger together” in working with community partners and other businesses to create more holistic experiences

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ilovegauteng

THANK YOU

@livelifelocal

livinglifelocal

Dawn Robertson

Chief Experience Officer

Gauteng Tourism