Where our market future lies

2016-02-11 06:00

IF one consults the demographic indicators from our national census, it is very apparent that we have a population pyramid decidedly weighted towards the younger generation.

Furthermore, there is a continued influx of people to our urban areas.

Most demographic cohorts are predominantly aligned to what we would term “our emerging markets” and I believe our domestic prospects for market growth should be sourced from this segment.

This new market for us would be the urban working professional and managerial achiever who is either in the 25-45 age group, has medium­ to high levels of disposable income and is probably family focused.

We believe that in capturing this responsible market with massive potential we will sustain and grow our visitor volumes and make strides in becoming KZN’s most visited non-metro destination, and this is our stated tourism vision.

Furthermore we will be looking into growing our tertiary student visitation because it is they who translate into the adult market we have identified. It is for this reason we promote at Midrand and later on in the year at the Soweto Wine Festival - both are areas where many of our potential higher level spenders will emanate­.

The domestic South African market is our tourism economy’s bread and butter and if our focus is towards the family and leisure markets and niches, we will be positively transforming our market mix and ensuring the longer-term stability­ of our industry.

During the last season I chatted in Margate to a husband and wife from Meadowlands in Johannesburg. It was clear they were somewhat affluent and discerning and it was their first visit to this part of the province. Both were impressed with what was on offer and decided to take up next year’s timeshare allocation down here.

This is our future market, without ignoring the importance of our existing loyal markets.

Have a stunning week in paradise.

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