High-octane think tank to co-ordinate tourism promotion

TWO government audits into South Africa's international marketing spend by national and provincial departments across the board indicate that 'numerous, though un-coordinated marketing initiatives are being undertaken or planned within and across the different spheres of government', including that of tourism promotion. These conclusions were reached at the International Marketing Council's (IMC) inaugural meeting held last week in Pretoria - the entity having been established as a direct result of the audits - during which two proposals were tabled: that of the need for a sustained international marketing drive for SA and of 'bringing the whole country behind the ambitious project'. Preparations are under way for a major launch early next year. Cabinet agreed in principle last year to develop a more co-ordinated and coherent set of responses to the challenge of successfully marketing SA abroad, also agreeing that such action should be rooted in a firm joint government/private sector partnership. The IMC - chaired by Minister of Foreign Affairs, Nkosazana Dlamini-Zuma - consists of the directors-general of eight government departments (ex-officio), the ceo's of the Government Information and Communication System (GCIS), Investment Africa and Satour as well as 19 individuals from outside government - a grand total of 31 members. It will provide strategic advice to government on a broad range of international marketing initiatives, of which tourism promotion is just one component, reporting quarterly to the Cabinet Committee on International Relations, although these meetings will occur 'more frequently' in the run-up to next year's launch. (Elizabeth Sheridan)