Out of 30 million adults in South Africa, only 8.2 million earn enough to qualify as domestic tourists as targeted by South African Tourism’s (SAT) new domestic marketing strategy.

This was one of the eye-opening facts presented by SAT’s trade relations manager product support, Mashoto Zimba, at a recent Cape Town Tourism (CTT) market intelligence session for the travel industry. She said SAT’s strategy targets South African adults who earn more than R3000 a month.

Mashoto said SAT recently re-segmented the domestic market after the number of domestic trips declined 1.8% from 30.3m to 29.7m between 2009 and 2010 under the Sho’t Left campaign, which targeted the young and upcoming market in an effort to build the right mindsets for travel. Now, some 14 market segments have been identified, but SAT believes only five of these are worthwhile pursuing.  An umbrella strategy has been devised, driven by special deals and customised package deals.

•    Spontaneous Budget Explorers: For this group, travel is a way to gain new experiences. They don’t like to plan too much. Their top destination is KZN. They like self-drive breaks, often on long-weekends and prefer to stay in 2/3-star accommodation. They look for affordable, activity-driven, spontaneous adventures and will spend about R1500 on a weekend trip. SAT suggests road trip itineraries and two-day trips.   
•    New Horizon Families:  For this segment, travel is a way to educate their children. They prefer cultural and heritage destinations, the most popular being the Eastern Cape, KZN, Gauteng, Western Cape and Mpumalanga. They drive or take a bus and stay in 3-star B&B’s, spending about R10, 000 on a 10-day trip for four people. SAT suggests child-friendly packages.
•    High-Life Enthusiasts: This is a predominantly black, middle to high income group aged at around 33 years. They want to spoil themselves. Travel is a way to boost their social standing, so events such as the J&B Met, The Durban July and the Cape Town International Jazz Festival are high on their agenda. The Western Cape is highly rated as a desirable destination. They fly or drive, stay in 4/5-star accommodation and spend R600 to R1200 pppn. They boast about their travel on social media networks. SAT suggests: High-profile event-driven packages.
•    Seasoned Leisure Seekers: This segment is predominantly white and has always travelled, often visiting the same favourite places, or visiting niche destinations. The Western Cape is high on their list thanks to the local cuisine and wine. They drive and fly, stay in 3-5-star accommodation, and spend R800 to R1400 pppn.  This group takes 3/4 weekend breaks throughout the year, while 10 days in December are spent on a family holiday. SAT suggests special interest packages; food event/festival packages.
•    Well-to-do Mzansi families: These people are aged around 37 years with children. Travel is a way of getting away from the city, relaxing and spending quality time with their families. Top destinations include KZN, Western Cape and Gauteng. They drive or fly, stay in 4/5-star accommodation and spend R1000 to R1700pppn. Popular activities include golf weekends, luxurious but child-friendly breaks.  SAT suggests couple’s weekend packages and family safaris.