Minister of Tourism Marthinus Van Schalkwyk launched a new tourism campaign called Vaya Mzansi targeted to increase domestic tourism in the country on Wednesday afternoon.
In 2011 domestic tourism contributed R20 billion to the South African economy. With the new campaign Department of Tourism looks to grow the industry to be the backbone of the tourism sector said Van Schalkwyk.
Vaya Mzansi replaces Sho't Left, the tourism campaign launched in 2007 to encourage South Africans to discover the beauty of their country. "Whatever you are looking for, it's right here in South Africa." is the catchy tagline to the campaign for Vaya Mzansi.
"Recognising that domestic tourism has been the backbone of the tourism sector for many years, what was required was a far more strategic and targeted focus on local travel to ensure that we sustain our tourism economy and instil a culture of travel among South Africans," said Minister Van Schalkwyk.
Unlike the Sho't Left campaign which targeted a narrow population segment, this new strategy Vaya Mzansi has widened its scope beyond the young target market, to include anyone from young spontaneous budget explorers to high-life enthusiasts as part of the five key consumer segments in this strategy.
"Go out there and enjoy, in your own backyard, what millions of people over the world dream of experiencing," Minister Van Schalkwyk concluded.