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Tackle SA brand perception problem

Source: Fin24, 16/11/2015

Johannesburg - South Africa has a brand perception problem which it
needs to tackle honestly and openly, Southern Africa Tourism Services
(SATSA) CEO David Frost said on Monday.

Frost was commenting on Statistics South Africa`s latest figures on
tourism and migration which showed a decline in the number of tourists
from some of South Africa`s key tourism markets.

The statistics showed a decline in the number of tourists from the
United Kingdom, United States, Germany, Italy, France, the
Netherlands, Australia, China, India and Spain. These countries
account for 75.4% of South Africa`s overseas tourists.

He said South Africa had been on the receiving end of a plethora of
negative reports about issues such as Nkandla, Marikana and the visa
regulations.

"Our brand has suffered and needs a positive and tactical marketing
campaign," Frost said. He said this needed collaborated efforts of the
private and public sectors.

"If we have a brand perception problem, let us address that," Frost
said.

He said it was also important for the country to sort out the national
carrier South African Airways (SAA). He said it would be difficult for
the country to improve its image while the national carrier continued
to experience difficulties.

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