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
