development of a framework for provincial tourism statistics presentation to provincial tourism...
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Development of a Framework for Provincial Tourism StatisticsPresentation to Provincial Tourism Coordinating Committee (PTCC)
27 October 2015
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Phase 1: Compile Secondary Data
Eastern Cape Tourism
Phase 2: Framework for
Tourism Statistics Collection and Primary Data
Phase 3: Packaging and Reporting
WE ARE HERE
Orientation
The objectives of the study
To develop a framework for the collection and collation of tourism data at provincial, district and destination level.
To promote and improve the quality and quantity of tourism data information within the province to inform planning and decision making at regional level.
To standardise collection of tourism data and reporting.
To improve and promote monitoring of tourism sector performance.
To promote alignment and consistency in reporting on tourism research with the NTSS, Provincial Strategy and SAT Statistics.
To provide baseline information in areas where this is lacking.
To provide training to DEDEAT/ECPTA tourism and research staff to raise capacity for maintenance and improvement of the reporting framework.
Elements of the Study
Case study analysis and benchmarking
Spreadsheet framework
Training
Tourism Research Management Framework
Municipal and Stakeholder consultation
Why tourism research is different to other sector research
1. Tourism customers don’t buy a good
2. There is no single purchase decision a) a trip, domestic or international, daytrip or overnight
is not normally one purchase decision.
3. The tourism industry includes may related industries and sales in other sectors: catering, trade, agriculture, business services, finance etc.
4. Its an intangible object
Tourism Stats in the News
Retrenchments a possibility – FEDHSA- Tourism Update
1 Oct 2015
Case Study
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INTERVIEWS CONDUCTED WITH NATIONAL ENTITIES
STATISTICS SOUTH AFRICA
Tourism Satellite Accounts Unit
Domestic Tourism Survey Unit
SOUTH AFRICAN TOURISM (SAT)
NATIONAL TOURISM RESEARCH & KNOWLEDGE MANAGEMENT (NTR&KM)
COMMITTEE
NATIONAL DEPARTMENT OF TOURISM
SANParks
Tourism Marketing Research Unit
INTERVIEWS CONDUCTED WITH PROVINCIAL RESEARCH ENTITIES
KWAZULU-NATAL
Tourism KwaZulu-Natal
EThekwini Tourism
GAUTENGGauteng Tourism
Authority
WESTERN-CAPEWesgro
Research Unit
LIMPOPO Limpopo Tourism
Agency
MPUMALANGAMpumalanga Tourism and
Parks Agency
NORTH-WEST PROVINCE
North West Parks and Tourism
Board
FREE-STATEDepartment of
Economic Development, Tourism and
Environmental Affairs
NORTHERN CAPENorthern Cape Department of
Economic Development and Tourism
Findings
• Some provinces are more advanced with research and
reporting than others- this correlates to the level of
importance province has as a domestic or international
destination
• Part from three leading provinces in research, the majority
of provinces are in the same situation as the EC
• Lack resources, capacity and know how
• Data is national and often not relevant at provincial level
• No sub-regional data
• Don’t subscribe to data publications
• All provinces required to report on tourism indicators to NDT
• Yet data is all nationally collected
• NDT has not considered developing a framework for
provinces to collect research.
Case Study Recommendations
Research is expensive –R5 million p.a.
Need time to develop and phase in various elements
Annual planner is crucial – every year at the same time events happen need to be ready for them
Benchmark your department
Clear distinction between agency and the Department research activities
Build good relationships with stakeholders- ACSA, Road agency, Convention Bureau and the LTOS
Annual updating on databases, baseline data collection
Employ staff with the right attitude, qualifications and background
Know the reason for research
Utilise National tourism research and knowledge management forum
Presentation of findings is important
Use of regional municipalities
Eastern Cape Profile
Click icon to add pictureFigure 12: Bednights- Eastern Cape 2005-2013
Domestic Travel 2012 2013 GrowthTotal Domestic Trips 25.4 million 25.2 millionDomestic Travel Incidence- Annually
40% 35%
Average number of trips by a South African Adult
2.0 2.1
Trips by Purpose VFR: 70%Holiday: 11%Business: 8%
Total Direct Domestic Spend R21,8 billion
R24,3 billion 12%
Source: SAT,2013
Table 19: Domestic Tourism Statistics
Eastern Cape Profile
Accessed available Eastern Cape data StatsSA SAT SANParks ACSA Port Authority
Analysed the data limitations, frequency, reliability etc. of each source
Analysed the EC data to draw tourism profile for the province
Interviewed DMs, LTOs and Metros’ and ECPTA on their tourism research activities.
Data Sources
SAT•SAT Departure Survey•Results in Annual / quarterly / monthly reports•Domestic Survey•Only available till 2018
StatsSA•Domestic Survey•Migration Study•Dept of Home Affairs immigration
•Accommodation survey•National Tourism Satellite Accounts
Other•Provincial Agency•Supply database•TGCSA•Graded accommodation
•ACSA•Airport arrivals•STR•Hotel occupancy•Forward Keys•Arrivals source markets•Attraction Visitor Numbers
Limitations of Surveys
SA Tourism’s Departure Survey is weighted using the data published by StatsSA. Should this data be
incorrect, there would be a direct impact on the data released by SAT. Samples are drawn to be representative at a national level. As tourists
only visit on average 2 provinces, reliability of data for other provinces diminishes.
Sample size for EC is based on how many people interviewed visited the EC
Tourism Satellite Account Highly complex and expensive 2 year delay in data analysis
Migration Report Differentiates between: South Africans, foreign travellers, foreign arrivals,
visitors, tourists because the report is not a tourism report – it is a report on migration hence the need for precise differentiation.
Delayed in the past by Dept of Home Affairs Transit visitors are now excluded
StatsSA Domestic Survey Will supersede the SAT Domestic surveys and completely replace it by
2018
Categorising the Data
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Framework for Tourism Data Collection
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Existing situation
There is an gap for standardised data collection methods in South Africa at provincial, district, local and destination level.
There are a few provinces who have mastered collecting data at district, local and destination level those being KwaZulu-Natal, Gauteng and the Western Cape.
Currently provincial, district, local and destination entities are dependent on information received from South African Tourism, StatsSA and the Tourism Satellite Accounts to formulate annual reports and performance indicators.
Existing tourism information systems do not have an overall framework for the collection of tourism information. The focus is on destination demand information and performance measurements.
Findings for a Statistical Framework
The Eastern Cape should establish its own research programme and publish their research on their website as it is the first source of access which planners/stakeholders/tourists have with the Province and information needs to be readily available to them.
Eastern Cape could negotiate a partnership with NDT and StatsSA for increasing sample sizes in the national surveys and expanding methodologies of the surveys to allow for a suitable and consistent level of statistical accuracy at provincial level and for key local destinations.
Eastern Cape implement an effective statistical ‘warehouse’ system for the province where nationally extracted and locally collected data can be stored and retrieved over longer periods, with easy access to stakeholders.
Setting up a regional tourism observatory in collaboration with a local university or private consulting partner as the key unit for operationalising an information system for the Eastern Cape.
Where it is not viable to expand or adapt surveys to ensure validity of regional and/or local findings, statistical modelling and simulation methods should be investigated and applied for extrapolating data to local level.
Consider and expand statistics beyond demand and supply measurement to the other areas such as, measuring environmental, social, cultural and economic sustainability.
An Annual Research Plan is necessary for the Eastern Cape to formulate a programme to guide specific research projects that needs to be undertaken.
Designing a Provincial Tourism Research Management System (TRMS)
Tourism Development Goals
Tourism information and data requirements
• The focus of any research management system is to provide the right information at the right time to facilitate decision making.
• The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan.
Economic Output
• Increase in accommodation and catering sub-sector GDP
Domestic Tourism
• Increase share of overnight visitors
• Increase direct spend of domestic visitors (including
overnight and same-day visitors) to the Eastern Cape
• Increase number of holiday trips to the Eastern Cape
Foreign Tourism Arrivals
• Increase share of foreign tourists
Employment
• Increase the number of people employed in the
sector (direct) and maintain current jobs
Investment
• Increase the ECPTA tourism budget allocation
• Increase the provincial government and
municipalities’ tourism budget allocation
• Increase private sector investment in tourism (for new and existing projects)
Geographic Spread
• Increase share of foreign and domestic bednights spent in
lesser visited parts of the province
Rural Urban
• Increase the number of visitors and bednights spent in rural areas of the province
Seasonality
• Increase share of bednights spent in low-season months
Stakeholders
• Number of transfrontier/ trans-boundary programmes
implemented• Tourism institutional framework implemented
Skills Development
• Ensure that national MOU is also implemented in the
Eastern Cape• Regular tourism research processes implemented at all
municipalities in the province
Visitor Experience
• Visitor expectations met in the Eastern Cape (data to be drawn from national rating
system)
Tourism Awareness
• Increase levels of awareness of tourism and its value within the Eastern Cape
• Increase level of community participation in the sector• Increase the number of councillors and officials that have been trained in tourism
Brand/ Marketing Awareness
• Eastern Cape brand awareness in core markets
BEE
• Increase number of companies with BEE
scorecard• Increase number of tourism
companies reaching scorecard targets
• Increase number of black majority-owned companies
in the tourism industry
Responsible Tourism
• Increase number of tourism programmes and projects led
by and benefiting communities
• Increase in number of tourism businesses
incorporating responsible tourism management and
practices in line with responsible tourism
standards
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Goals for Tourism Development
To grow tourism demand
• in the Province within the competitive global and domestic environments. The goal of growing demand leads on to a number of objectives such as improved market segmentation, marketing and branding, the distribution of destination information and increased ease of access by tourists to the tourism service and facilities.
To grow and develop the supply of appropriate quality levels of tourism products and services in the province
• such as tourism infrastructure, accommodation facilities, attractions and activities that aligns to tourism behaviour patterns and related market segments identified. Policy objectives that relate to this goal deals with the spatial distribution of tourism facilities and emerging enterprises.
To improve the efficiency and effectiveness of existing and new tourism value chains
• taking into account the delivery of responsible and accessible tourism facilities and tourism services. Also important to this goal is the development of people skills and capacity.
To establishment a sound institutional framework
• within the Province, improve tourism policy and related legislation environments and to remove hindrances and blockages in the tourism system such as organisational inefficiencies. Other objective that falls within this goal are the transformation of the tourism sector; achieve; rural tourism and emerging tourism enterprise development.
A Tourism Research Framework
Unpacking Tourism Information Indicators
Organising for Implementation –
Provincial responsibility for TRMS
SCENARIO A SCENARIO B SCENARIO C
ECPTA ECPTA & DEDEAT DEDEAT
Existing model in SA to use the DMO for research;
Focus mainly on visitor profiling information
Partnership between ECPTA & DEDEAT
ECPTA can continue to focus on visitor profiling
DEDEAT focuses on performance
DEDEAT responsible for tourism development
Report on performance indicators to NDT
• The focus of any research management system is to provide the right information at the right time to facilitate decision making.
• The design of a research management system for the tourism sector of the Eastern Cape should therefore be aimed at addressing the goals and objectives of the Tourism Master Plan holistically.
Organising for Implementation –
Structuring a Tourism Research Management Unit
The budget estimate for the establishment and operation of an Eastern Cape Tourism Knowledge and Information Unit is estimated to be in the order of R5 to R6 million annually.
Action Plan
Actions Required
• The framework should be taken to a broader NATIONAL AND PROVINCIAL forum for buy-in• A detailed business plan should be development for the Tourism Research Unit• An Annual Research Plan is necessary• Setting up a regional tourism observatory• Implementing an effective statistical ‘warehouse’ system• Starting with a limited number of indicators and adapting and expanding the set of indicators as the project
expands • Statistical modelling and simulation methods should be investigated and applied for extrapolating data to
local level• Consider and expand statistics beyond demand and supply measurement to the other areas such as,
measuring environmental, social, cultural and economic sustainability• Working with NDT and StatsSA in defining suitable statistical sample plans
Recommendations
The Way Forward
Get broad base buy in from National, Provincial and Local levels
Preparation of Business Plan for EC TRMS
The detail planning for and implementation of the Eastern Cape Tourism Knowledge and Information Unit should be undertaken. This also entails the planning and development of the research programmes and the design of the statistical methodologies to the implemented by the Unit.
Questions