Trade calls for improved services
TRAVEL consultants believe
tourism authorities could
improve their services,
according to the results of an eTNW
snap survey.
In particular, consultants
mentioned lack of access to quality
information as one of the biggest
issues they faced when dealing with
associations.
The survey, which ran on eTNW for
a day, aimed to elicit the industry’s
opinion about the services provided
by tourism authorities, and outline
where they could improve. Some 84
consultants took part.
What role should authorities play?
Tourism authorities play a
number of roles, from promoting
destinations to providing
information about these countries
and answering questions posed
by interested parties. Asked
what they considered to be an
authority’s prime role, 58% of
respondents answered: “Providing
reliable product and destination
information”. A relatively small
percentage (29%) maintained
that authorities should be
involved with the promotion
of a destination, while 1%
indicated that their job should be
predominantly to answer queries.
Some respondents (12%) thought
that the authorities should
address all of these activities.
Destination info is mediocre
Consultants were asked to rate the
service they received from tourism
authorities when searching for
information about a destination.
More than half (57%) described
the service received as ‘mediocre’,
claiming that they still had to consult
other sources of information.
Thirty-two percent of respondents
said they found tourism authorities
provided excellent service, making
them the first port of call when
information was needed.
A small percentage (11%) said
they usually refrained from
consulting tourism authorities as
they were not at all helpful.
Respondents were asked to pick the
three top tourism authorities that they
believed provided the best service.
The Dubai Department of Tourism and
Commerce Marketing and Tourism
Ireland received the most votes (55%
and 54% respectively) while Atout
France came third with 32%.
Where can they improve?
When asked where tourism
authorities fell short in
their interactions with the
industry, most respondents
referred to access to
information as a major
bugbear. Linked to this
was a dearth of relevant
collateral. Doriane Ribeiro
of Sure Travel Scene in
Kempton Park, said: “There
is a lack of material to offer
agencies. If we had more
brochures and posters, we
could raise more awareness
of the destination and
clients would be more
interested in knowing
more.” Another respondent
said authorities failed
to provide promotional
literature and keep
consultants informed of
up-to-date travel news.
Currency of information
was another issue.
Websites are sometimes
out of date, while the
information about
destinations and, for
instance, the relevant
regulations is often
inaccurate or insufficient.
Turnaround time was also
mentioned as a challenge.
Many respondents felt that
authorities should reply to
queries within 24 hours,
but indicated that this was
not the case. They said
that, often, it was difficult to
access the relevant people
at the authorities, as
contact details were hard
to obtain.
By far the most common
complaint, however, was a
general lack of engagement
with the industry, with
some indicating that this
was a recent problem.
Clara Fugareu of Park
Travel Pretoria said, in the
past, a greater effort was
made to connect with the
industry through fam trips.
David Bradshaw of Travel
Vision in Blackheath said
his greatest gripe was
that while tour operators
were not usually invited to
participate in roadshows,
hotels and other suppliers
were invited by tourist
offices to showcase their
products, which means
they solicit direct business.
Road shows were also
singled out as an issue by
Sonia van Niekerk of Travel
Too Live in Port Elizabeth.
Her concern was that these
events tended to focus on
the larger regions.
GTA launches township
experiences
THE Gauteng Tourism
Authority has launched a
series of workshops and
township experiences,
combining stops in Mamelodi,
Soweto, Alexandra, Sebokeng,
Fordsburg and Maboneng,
which will show consultants
how to package interesting
encounters for visitors.
Tourism authorities take up the challenge
ALTHOUGH general industry
sentiment reflects a need for
greater engagement on the
part of tourism authorities, the
authorities say they employ
a variety of channels to forge
relationships with consultants.
For instance, Tourism Ireland
works with local travel partners
across South Africa – including
traditional and online tour
operators and travel agents
(leading consortiums, online
intermediaries and websites
popular with potential leisure
and business travellers) to help
influence overseas consumers
to visit Ireland, says Sara
Park, account manager at
Development Promotions which
represents Tourism Ireland
in SA. “This is a key element
of what we do as we need
our partners to showcase
our destination by providing
affordable and exciting
packages and airfares for
potential visitors.” Promotional
activities range from online
advertising to outdoor sites
and print channels. Tourism
Ireland further offers an online
training system for members
of the travel industry to
become Ireland Specialists – a
programme where they can
win prizes and participate in
fam trips. Added to this, Sales
Missions are hosted every one
or two years, with Irish industry
experts flying to South Africa to
engage with local players.
A tourism authority should
be a one-stop shop when it
comes to sourcing information
about a destination, says
Chantal Nieuwenhuizen of the
Swaziland Tourism Authority.
“Whether you have questions
about the destination, want
to participate in training
or visit as a guest of the
tourism board for a first-hand
experience, the tourism
authority should come to mind
first – even before Google.”
Chantal says Swaziland
Tourism’s favoured method of
addressing travel consultants’
needs is hosting workshops.
For the time being, it has
concentrated on Johannesburg
and Durban. Since Lloyd
Orr Communications was
appointed to represent the
authority in November 2014,
its first phase has focused on
the core regions immediately
surrounding the country,
namely Johannesburg, Durban
and Mpumalanga. However,
informative sessions, starting
with Johannesburg and then
moving on to other regions,
are planned for later in the
year, and the authority will
also be hosting dedicated
Swaziland seminars. “We
also engage with the trade
through surveys, which aim to
establish how they interact with
the destination. The majority
say that Swaziland sells itself
but they still stay updated
through the authority about its
offerings.”
The inspiration business
The role of the tourism
authority has changed,
maintains Tracey Krog,
country manager Tourism &
Culture Authority Abu Dhabi,
who says that, whereas in
the past authorities focused
on marketing to consumers
and trade and distributing
information, they are now “in
the inspiration business”.
“With the advent of the digital
age and a world that merges
traditional and digital media
bombarding travellers with an
incredible array of information
and choices, tourism
authorities need to adapt and
stand out from the crowd.”
She likens tourism authorities
of today to “storytellers” who
must empower trade partners,
influencers and consumers
to spread the word about the
destination. In addition to a
new consumer website and
an online destination training
tool for agents, TCA Abu Dhabi
has launched the #inabudhabi
hashtag, allowing individuals to
post about their experiences.
Workshops and roadshows
are other vehicles used, while
the authority partners with the
trade to target special-interest
groups like golf and halal
tourism. The travel trade is key
to its marketing strategy, and
a full-time trade executive has
been appointed to meet and
engage with members of the
industry.
The Gauteng Tourism
Authority has also taken a
proactive stance in partnering
with tour operators, often
undertaking joint marketing
initiatives that target travel
publications and multimedia
platforms like Wayn and
TripAdvisor. This is necessary
as the authority’s aim is to
influence travel decisions, a
goal that can be challenging,
given that many travellers still
consider Cape Town and the
Kruger National Park to be
South Africa’s main tourist
attractions, says senior
manager: destination and
corporate communications,
Barba Gaoganediwe.
To overcome this, the
authority has focused on
packaging experiences,
which are publicised in trade
magazines, and hosting
fam trips. The authority is,
furthermore, hosting a series
of workshops and visits to
highlight township experiences
as part of its mission to
promote small, township-based
operators.
Focus on education
Educating the trade
is critical, says Lesley
Simpson of Lesley Simpson
Communications, which
represents the Tourism
Authority of Thailand. Time
is an issue, however, as
destination training requires
an investment in hours.
That said, it’s an important
investment, as TAT has
been mandated to work
with partners in the trade to
increase product knowledge.
Key tools include the TAT
roadshow (at present
restricted to major centres,
although there are plans
to include Port Elizabeth
in the next itinerary),
which is supported by an
e-newsletter with travel
tips, and online brochures
and product news. TAT also
hosts fam trips.
Strong relationships with
the trade are key to success
at Dubai Tourism. Director
for Southern Africa, Wendie
White, says the authority is
fortunate to have created
firm ties by hosting annual
workshops, participating
in partner workshops
around the country, and
conducting at least six fam
trips each year, targeting
various market segments.
Wholesalers and specialist
agents are hosted at the
annual Arabian Travel
Market, and an e-newsletter
is distributed to a wide
database.
Did you know?
Since Abu Dhabi Tourism & Culture Authority (TCA Abu Dhabi) appointed
dedicated representation in SA this year, the emirate has reported an
increase of 58% in the number of South Africans visiting Abu Dhabi in
April 2015 compared with April 2014. SA tourist arrivals in Abu Dhabi
have also steadily increased and, in fact, doubled since the February
2015 launch of the TCA Abu Dhabi office in Bryanston, Johannesburg.
Phothocap:Thai splendour
A group of South African tour operators were recently hosted by TAT SA
in Thailand. Pictured here (from left): Ronel Coston from Travel Vision;
Shona Pittaway from Perfect Destinations; Giles Clinton from Checkout
Travel; Bua from Elephant Hills; Kathy Ridler from Bobcat Travel;
Karen Camm from Holiday Tours; Jacqueline Carr from The Holiday
Factory; Chris Kaiser and Julia Schoen from Elephant Hills; Hermina
Sennelo from TAT South Africa; Henda Heyneke from Heyneke Tours;
and freelance journalist, Sarah Whiteside.
Photocap:Exploring Madagascar
Air Madagascar and the
Madagascar Tourism Board
hosted tour operators from
South Africa in Madagascar
from May 23-30. The guests
visited Nosy Be, Diego
Suarez, and Antananarivo.
Pictured here at the Red
Tsingy near Diego Suarez
are (from left): Barbara
Plebankiewicz from Safpol
Safaris; the local tour guide;
Mandi Marais from African
Fusion; Erna Van Aswegen
from Barefoot Breaks; Kim
Bibb from Dynamic Tours;
Benjamin Combrink md of Air
Madagascar SA; and Lalaina
Rajaonahsoa from Air Mad
TNR.
Seychelles Tourism hits
the road
THE Seychelles Tourism
Board will host its annual
roadshow from July 21-23 in
Johannesburg, Durban and
Cape Town.
The roadshow will offer
the South African trade the
opportunity to learn about new
products as well as the chance
to network with the industry.
Details of the workshops are
as follows:
Tuesday, July 21: Balalaika
Hotel, Johannesburg;
Wednesday, July 22:
Coastland Hotel, Durban;
Thursday, July 23: Lagoon
Beach Hotel, Cape Town.
Win with Tourism Ireland!
TRAVEL agents who
complete Tourism
Ireland’s online training
programme during July
stand to win tickets to
Lord of the Dance in
August. The programme
must be completed at
www.irelandspecialists.
com. Five sets of double
tickets are up for grabs.
Agents living outside the
Johannesburg area will win
an exciting Irish hamper.
