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Document: Avitourism in South Africa - The DTI 2010
Description
Research and Policy Report
Introduction and purpose
This document is part of the final output of the analysis of South Africa’s avitourism market conducted from May 2009 to December 2009. Its purpose is to draw on research conducted during the project to provide the following information:
- A targeted overview of the current and potential avitourism market in South Africa; and
- An analysis of the strengths, weaknesses, opportunities and threats relating to the avitourism sector.
The strategic recommendations on potential interventions to support the avitourism niche are contained in the Opportunities and recommendations document which accompanies this report.
Opportunities and Recommendations
This document is part of the final output of the analysis of South Africa’s avitourism market conducted from May 2009 to January 2010. Its purpose is to draw on research conducted during the project to provide:
- A targeted overview of the current and potential avitourism market in South Africa;
- An analysis of the strengths, weaknesses, opportunities and threats relating to the avitourism sector;
- Recommendations for supporting the avitourism sector, with associated implementation plans (description of key activities, institutional roles and time frames).
Full research findings are contained in the Research and Analysis document which accompanies this report.
Background to the study
During 2009, as part of wider efforts to complement the marketing strategy of South African Tourism (SAT), the Department of Trade and Industry’s (the dti’s) Tourism Unit, identified avitourism as a potential highgrowth niche to be further investigated.
During 2009, as part of wider efforts to complement the marketing strategy of South African Tourism (SAT), the Department of Trade and Industry’s (the dti’s) Tourism Unit, identified avitourism as a potential highgrowth niche to be further investigated.
Birding is one of the fastest-growing nature-based tourism activities worldwide and is experiencing similar growth in interest and popularity in South Africa. However, insufficient data and a lack of industry-wide planning for future development has made it difficult to develop a targeted strategy to grow this sector. Therefore the dti concluded that an assessment of the status of the avitourism segment in South Africa was both necessary and timely.
There were seven overall objectives for this study:
1. Propose a practical and inclusive definition for avitourism.
2. Develop a market profile on the avitourism segment in South Africa.
3. Provide information on the specific needs of the avitourism market.
4. Identify product gaps.
5. Identify core issues that confront both the operation and the development of tourism businesses targeting
the avitourism market.
6. Evaluate the economic impact of avitourism.
7. Recommend interventions necessary to support the avitourism segment.
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