Page 39 - TKZN Annual Report 2023/2024

Figure 16: International leakage at stages of the brand journey (2021) - KZN
The aim should be to reduce leakages points 2 and 4, followed by point 5. Key lessons learnt from the assessment of the tourism performance environment by South African Tourism would need to inform planning, with a view to narrowing the gap between target, forecast and, ultimately, what is achieved.
Consumer
Trade
Media Channels
Content
• Increasingly competitive environment.
• There are numerous attractive offers for consumers to consider.
• Behaviour continues to shift to independent bookings.
• Much more information is
available to the traveller, so they are less dependent on tour operators, yet continue to use them when their own information about a destination is limited.
• Much of the radical change in consumer search and booking behaviour is fuelled by social media.
• SAT (by implication TKZN
as well) does not have an adequate understanding of the medium, but recognises the potential of the platform.
• Relevant emotion-driven content must unlock the consumer buying process, and address the major barriers affecting leakage through the consumer journey.
• Increased access to information means travellers are becoming more demanding and discerning about which experiences suit their specific needs.
• More repeat consumers (predominantly the younger market) are going direct
to online travel agents, or directly to product providers to secure better rates.
• There is a need to understand the role of brand-related advertising, as some countries have used PR very effectively.
• First-time tourists to South Africa gravitate towards wildlife/safari and the Western Cape. There is a need to leverage these two drivers into other provinces and hidden gems.
• Consumers want to be part of tailoring their own trips, and are looking for variety of unique and memorable experiences.
• There is a shift away from hotels and packages to B&B’s, and specifically Airbnb. This is aligned with travellers’ independent booking habits.
• SAT requires a comprehensive response to digital technologies, and both the disruption and opportunities they offer.
• Repeat tourists have potential to unlock other elements of the South African Tourism mandate, like promoting inclusive tourism across provinces, and highlighting “hidden gems”.
TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024 37