Document: Marketing Mzanzi to South Africans

South African Tourism is the official tourism marketing organisation of South Africa. The aim is to market South Africa across the world focusing on three groups of travellers – international leisure travellers, domestic and regional travellers who arrive by road, business tourists who travel to South Africa for conferences and incentives and those who travel to South Africa to attend events.

Key areas of business are:

• Understand the market
• Choose the attractive segments
• Market the destination

This booklet has been developed to consolidate knowledge of the domestic tourism market and target segments in particular. It is based on various data sources including research conducted by SA Tourism to understand the domestic tourism market.