Draft National Tourism Sector Strategy

May 2010

• Introduction – Summary of process – Strategic framework – Strategic context overview • Global context • South African context • Section A – Strategy overview – Guiding principles • Vision • Mission • Values • Guiding principles – Objectives • Responsible growth objectives • SA tourism industry strategy 2015 responsible growth objectives • Responsible growth objectives and targests – GDP and job objective – Transformation objective – Decent work and people development objective – Culture of travel objective – World-class experience objective – Improving spread objective – Strategic thrusts • Strategic thrusts to achieve the objectives • Clustering the strategic thrusts • Strategic thrusts by cluster – Action plans • Action plan highlights Cluster 1 : Policy, strategy, regulations, governance and monitoring & evaluation - Prioritising tourism at national government level - Research and knowledge management

1-2 -3 -4 -5 5-6 7-8

-9 - 10 - 11 12 – 13 - 14 15 - 18 - 19 - 20 - 21 - 22 - 23 - 24 - 25 - 26 - 27 28 - 29 - 30 - 31 32 - 33 34 - 35

– Strengthen collaboration and partnerships within the tourism industry 36 – 37 - 38 Cluster 2 :Tourism growth and development – Supply 39 - 40 – Domestic tourism – Capacity building and budget allocations at local government level in tourism planning and management 41 - 42 – Tourism information provision 43 - 44 – Co-ordinate product development 45 - 46 – Quality assurance and universal accessibility 47 - 48 – Investment facilitation, including development finance and enterprise development 49 - 50 – Environmental management and triple bottom line 51 - 52 issues Cluster 2 :Tourism growth and development – Demand - 53 – Marketing and branding 54 - 55 – Business tourism / events 56 - 57 – African tourism development strategy 58 - 59 Cluster 3 : Enablers of growth - 60 – Improving general awareness of tourism amongst South Africans 61 - 62 – Safety and security 63 - 64 –