Tourism Marketing South Africa 8 October 2012

Ms Mmatšatši RamawelaJohannesburg

Table of ContentsAbout TBCSAPurposeVisionMissionTBCSA ProjectsWhat is TOMSA?TOMSA & SA TourismTOMSA Benefits

About TBCSA

About TBCSATBCSA is the umbrella body for organised

business in the South African Travel and Tourism industry.

Mandate is to represent organised business and be a key conduit to the public sector

Formed in 1996 to establish a unified platform for the private sector to engage with the public sector and other stakeholders to develop and grow the industry

About TBCSA continueManaged by a Board with seats for all key tourism

associations and individual businesses

Over the years, TBCSA has played a pivotal role in tackling macro-economic issues faced by the Sector, which include:– Transformation in Tourism– Tourism Marketing– Skills Development and– Quality Assurance

Purpose

To serve our members for the purpose of building the pride, economy and identity of

our desti(nation), now and for the future

Vision

To be … the trusted, respected and informed VOICE of organised travel and tourism

business in South Africa

Mission

By… engaging and influencing industry stakeholders and Government on behalf of

organised tourism business

Key TBCSA projects Important projects that the TBCSA is involved in include the:

The TBCSA FNB Tourism Business Index, which aims to mainstream travel and tourism within the South African economy

The annual hosting of the Hotel Investment Conference Africa (HICA) which aims to profile Africa as a viable investment destination for travel and tourism

South African Travel and Tourism Industry Conference (SATTIC) – Unifying the voice of the sector

Tourism Marketing South Africa – TOMSA

Key TBCSA projects

What is TOMSA?

TOMSA is a private sector initiative set up to provide additional funding for marketing of destination SA by collecting the Tourism levy.

As the appointed marketing agency for the country, South African Tourism makes use of these funds to profile the country as a preferred tourist destination, locally and internationally.

With additional funding from TOMSA, SA Tourism’s marketing reach is expanding, thus opening doors for your business to new markets and increased arrivals.

Collection of the TOMSA levy is voluntary and the amount paid do not constitute a tax to the business as this is paid by the guest/visitor.

The TOMSA levy is currently 1% on each confirmed booking and this is paid to the TBCSA on a monthly basis. Audited financial results are available to TOMSA levy collectors.

Currently the levy is only collected in the Accommodation, Tour Operator and Car rental sectors. This will be expanded to other sectors in the future.

Tourism levies is a reality around the world and the SA Travel and Tourism Industry will have to accept that this will become part of the Industry in a major way in future.

By supporting TOMSA NOW we have an opportunity to implement a levy that is administered efficiently and the way the levy is used will be Travel and Tourism specific and effective.

TOMSA is proudly administered by the TBCSA as a flagship project and the TOMSA Board represents some of the most experienced leaders in the industry

Collections in brief Since its inception, TOMSA has grown from collecting R9.9 million

in 1999 to collecting in excess of R97 million in 2010 – 980% growth.

From 2003 TOMSA have paid more than R600 million to SAT.

Total collections for 2011 – R96 183 million excl VAT vs. R 97 829 million in 2010

TOMSA BOARD

TOMSA & SA Tourism

Relationship is managed through a Memorandum of Understanding (MOU)

The agreement says that SAT will apply 100% of all levies towards Marketing and Promotions activities.

Through TOMSA, levy collectors are able to provide input and comment on the Business Plans of SAT.

Quarterly meetings with the SA Tourism Board and Executives i.e. the Board Chairman, CEO and Exco members

Meetings attended by TBCSA Board Chairman, TOMSA Chairman and CEO

TOMSA levies are transferred to SA Tourism every quarter

TOMSA Benefits• TOMSA levy collectors who are also graded receive a

10% discount on Indaba exhibition rates (main stand holders)

• 10% discount on Grading Council fees if you are a levy collector in good standing and also graded. TOMSA collectors who have not been graded since 1 October 2011 receive the following discounts– Year 1 – 25% per centum– Year 2 – 15% per centum– Year 3 – 10%  per centum

• 3% BEE score in terms of the Tourism Charter

TOMSA Benefits continue• Provide input and receive feedback about  the SA

Tourism Annual Performance Planning Process• Receive preferential profiling to all graded collectors

in all accommodation listings on the SA Tourism website

• SA Tourism will give preference to TOMSA Levy collectors when selecting product owners to participate in trade shows and services provided to overseas visitors and SAT sponsored familiarization trips.

TOMSA Benefits continue• Provide assistance to TOMSA Levy collectors in

scheduling meetings with buyers and industry players at trade shows including World Travel Market, International Tourism Bourse, IMAX Corporation, Meetings Africa and the Global meetings and Events Exhibition.

• SAT will conduct workshops prior to exhibitions and events to provide guidance and support to TOMSA Levy collectors.

• SAT will give preference to TOMSA Levy collectors to take part in Speed Marketing workshops

• SAT will make available their offices and infrastructure abroad to TOMSA levy collectors when conducting business abroad in these markets.

TOMSA – The future.....

Implement a targeted TOMSA Awareness CampaignPiloting the Local Tourism Association - initiativeDevelop more tangible benefitsExpand the levy to other sectors: e.g Travel Agents &

Business Tourism sectorsSupport the Tourism Safety Initiative (tsi)Appointment of a UK Project Consultant to investigate

ways to grow arrivals from the UK

Thank You! RE A LEBOGA, DANKIE, SIYABONGA, ENKOSI