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Case study · Domestic tourism

Limpopo Tourism & Parks – Domestic Tourism Marketing Strategy

Country & Region: South Africa, Limpopo Province

Objectives

  • Increase Limpopo’s domestic tourism market share from 7.7% to 10% by 2020.
  • Extend average length of stay from 3.9 to 4.5 nights.
  • Improve off-peak occupancy to above 50%.
  • Increase average spend per trip, especially in the VFR segment.
  • Broaden distribution of spend across tourism products.
  • Improve geographic spread of domestic tourists.

Scope of Work

  • Assessment of provincial resources and attributes.
  • Stakeholder engagement and perception analysis.
  • Visitor market segmentation (geographic and lifestyle).
  • Product-visitor matching.
  • Competitor analysis.
  • Integrated communications and promotions.

Key Outputs

  • Situation Now Report.
  • DTMS Vision & Mission.
  • Market Segmentation, Targeting & Positioning Report.
  • Brand Journey to 2020.
  • Domestic Tourism Marketing Strategy.