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