|
Direct
Flying times to Johannesburg from World
Gateways
|
|
From New York
|
17 hours, 30
minutes
|
From Nairobi
|
4 hours
|
|
From Miami
|
16 hours
|
From Bombay
|
8 hours, 40
minutes
|
|
From London
|
11 hours
|
From Rio de
Janeiro
|
9 hours
|
|
From Hong Kong
|
13 hours, 15
minutes
|
From Buenos Aires
|
11 hours
|
|
From Singapore
|
10 hours
|
|
|
Flying
times from USA via the Caribbean and Asia Pacific to
other African gateways to come
SOUTH
AFRICAN TOURISM OUTLINES STRATEGIC SHIFT IN INTERNATIONAL
MARKETING EFFORT
In
the wake of the September 11th attacks on the United
States, the recent retaliatory actions in Afghanistan and
the global airline and economic crisis, South African
Tourism is making a strategic shift in its marketing
efforts. This decision, based on information gathered
from South Africa's key markets - The Americas, the UK,
mainland Europe, Asia and Africa - will involve a shift
towards more targeted and tactical marketing.
“Our
new marketing thrust will take cognizance of the need to
maintain a visible though low-key presence in a number of
affected markets, ”said Moeketsi Mosola,
South African Tourism's chief operating officer, while at
the same time strategically positioning South Africa so
that it is able to quickly recognize, embrace and
maximize the window of opportunity that will inevitably
open as people start to heal and feel ready to travel
again.”
“People
in our international markets must know that South Africa
understands and empathizes with their reluctance to move
far from home, but at the same time we are here ready to
welcome them whenever they decide to start traveling
again,” Mosola added.
Mosola,
in outlining South African Tourism's redirected strategy,
said there was an underlying need to immediately lower
the level of direct, above-the-line advertising towards
tactical, , very strong.” below-the-line and public
relations activities aimed at keeping an appropriate
destination profile within both the consumer and travel
trades. While day-to-day strategies will continue to
focus on short-term efforts, sustained and reinforced
awareness for the long-term remains of the utmost
importance.
Added
emphasis will be placed on reinforcing trade relations
through Joint marketing Agreements with tour operator and
wholesale partners. Internationally, South African
Tourism will also actively facilitate heightened
discussions around key airline issues with the aim of
encouraging increased short-term flight
capacity.
“Travel
as e know it will never be the same again,”said
Mosola. It is imperative that we position South Africa
not only so it is at all times geared up to change with
it, but also so that it is strategically positioned to
maximize future potential opportunities when the time is
right.”
“We
will continue to work closely with our local and
international partners in optimizing opportunities and
attempting to limit the impact of the challenging forces
that today threaten to limit the growth of the tourism
industry worldwide,” he said.
For
more information, please contact:
Kristy Derkson
South African Tourism - Canada
416-591-7783 ext. 102
derkson@dbapr.com <mailto:derkson@dbapr.com
LEADERSHIP FOR
SOUTH AFRICAN TOURISM
Two new key
executives for South African Tourism are Cheryl
Carolus as Chief Executive Officer and Moeketsi
Mosola as Chief Operating Officer. Cheryl Carolus
will join South African Tourism from her current position
as the South African High Commissioner in London and will
be responsible for proposing and executing South African
Tourism strategies. Moeketsi Mosola will have senior
responsibilities for strategic and operating management
and will report to Ms. Carolus. Mr. Mosola will join
South African Tourism from the Department of
Environmental Affairs and Tourism where he was Chief
Director - Tourism Development.
"Cheryl and
Moeketsi make a formidable team", said Saki Macozoma,
Chair, Board of Directors, South African Tourism." They
will lead the acceleration of South African Tourism's
efforts to market South Africa effectively and realize
our full potential as a premier international tourist
destination to the benefit of all our
citizens.
