Southern Africa's only tailor-made consultancy specialising in delivering real growth to tourism companies and destinations
Services - Destination Positioning
Helping countries, regions, provinces and cities develop their tourism potential
The Tourism Strategy Company specialises in delivering real growth in tourism receipts to destinations. Most countries and provinces in the SADC region have a tourism strategy. This is usually in the form of a glossy publication, normally produced by first world based consultants and donor funded. These are generally well meaning analyses of the current situation and point to possible generic growth areas - eg. 'the bush and beach segment should be matched to the US market'. In short they can best be summarized as the 'what' should be done.
Where the lack of traction occurs, is that there is very little on 'how' to achieve growth in tourism. There is often a lack of in-depth knowledge of key source markets. Promotional activities tend to be limited to generic collateral and the attendance of trade shows (Eg. Indaba, World Travel Market and ITB). This is combined with an over emphasis on destination management. The Tourism Strategy Company is able to deliver not only a comprehensive tourism growth strategy, but has a proven track record of implementation and delivery. We do the 'what' as well as the 'how'.
The principal locomotive of a destination growth strategy is actual growth in tourism receipts. The TSC focuses on this as its core product. Our database and extensive network of operator contacts in key international source markets combined with regional inbound companies provides an unparalleled platform for exploring growth opportunities. By implementing a combination of tried and tested sales tools real and measurable growth is achieved. Institutional capacity is bolstered through direct involvement of staff members at all contact points with potential private sector players. The TSC is based and rooted in SADC and offers solutions to tourism authorities that are realizable and in line with budget constraints. Moreover, these are based on best practice and case studies of actual delivery in an African context.
In addition to real growth in tourism numbers, the TSC is able to support this by offering the following:
- Marketing strategies (including social media & video)
- Destination branding
- Product audits
- Institutional capacity building & structures
- Budgeting and financial allocations
- Research & arrival data capturing and measurement