DMCs and inbound tour operators that continue to offer the same itineraries featuring established products and suppliers while excluding smaller and locally owned products are doing an injustice to the tourism industry.
This is the feedback from members of the international trade that took part in the speed marketing workshops organised by SIPPO (Swiss Import Promotion Programme) in Switzerland, Austria and Germany, as well as Roadshow South Africa in The Netherlands, which is organised by SA Tourism.
Pirmin Aregger, Programme Manager Food & Tourism at Switzerland Global Enterprise, said the response from international trade that took part in the speed marketing in Switzerland, Austria and Germany had been very good, adding that small tourism products from South Africa were well received.
Sharon Gengan, Marketing & Market Access at the Tourism Enterprise Partnership (TEP) and recently returned from the shows, told Tourism Update that TEP clients were very well received by tour operators and travel agents that took part in the shows. TEP facilitates the growth, development and sustainability of small tourism businesses. Once these TEP clients are considered market ready they are marketed as ‘Hidden Treasures’.
“They love South African Hidden Treasures,” said Gengan. “They reckon that this is what the tourist wants.” This sentiment is echoed in Aregger’s feedback: “From my point of view, the demand to experience an authentic South Africa is perfectly covered by South African Hidden Treasures.”
However, Gengan pointed out that the international trade in the countries visited felt that some of the DMCs who put together itineraries were doing an injustice to the tourism product SA has to offer.
Gengan explained that often DMCs were reluctant to include Small Tourism Products on their itineraries and stuck to what they knew. She added that they also got greater commissions from the hotels where they sent guests. “This is a great challenge for our small tourism products,” said Gengan. She added that some DMCs had been using the same itineraries for many years and they felt it worked. “They don’t give the tourist the choice: Do you want to stay in a small tourism product or do you want to stay in a hotel?”
Gengan emphasised that the only thing a hotel would offer the tourist was a bed. “You are not getting the true South African experience that you would from a small tourism product.” She added that repeat travellers were looking for these unique offerings. “Usually on a first trip to South Africa, tourists will do the traditional Table Mountain, Kruger Park but repeat travellers want an authentic South African experience.” She added that those travellers were keen to drive themselves and experience unique, small products.
“[The international trade] feel that Hidden Treasures is the perfect product to add to any itinerary,” said Gengan.
She concedes that DMCs have their own challenges. “I understand where the DMCs are coming from,” she said, adding that DMC cannot package a product that they are not familiar with and does not make them money. However, she called on DMCs putting together itineraries to contact TEP to find out more about how South African Hidden Treasures could add value and tweak up their itineraries.
TEP took 11 products to the SIPPO speed marketing sessions and was invited to represent South African Hidden Treasures at Roadshow South Africa in The Netherlands, where TEP was accompanied by three products. The two events were attended by a total of 97 and 247 members of the international trade respectively.
