Outcome Evaluation of two SA Tourism Implementation Programmes
South African Tourism (SA Tourism) is the official marketing agency responsible for promoting tourism on behalf of the South African government. It is legally constituted under the Tourism Act (No. 3 of 2014), with the mandate to position South Africa as a premier travel and business events destination. SA Tourism’s mission includes “marketing South Africa both internationally and domestically to increase the volume of tourists and the value they add to the economy”. To achieve these objectives, SA Tourism implements targeted marketing initiatives designed to promote the country’s diverse tourism offerings, stimulate economic growth, and contribute to job creation. In FY23/24, SA Tourism launched several strategic campaigns, including the Global Brand Campaign (Live Again Campaign) and three localised global tourism campaigns, namely, the Hugh Masekela Campaign; the Easter Gospel Celebrations Campaign; and the Siya Kolisi Campaign. Given the strategic importance of these campaigns, Mthente was commissioned to conduct an outcome evaluation to assess their effectiveness and provide insights to enhance future marketing efforts. The evaluation employed a qualitative approach, utilising semi-structured interviews to gather in-depth insights from key stakeholders involved in SA Tourism’s marketing campaigns. The qualitative approach was chosen to allow for a detailed exploration of participants’ experiences, perceptions, and evaluations of the campaigns. Key findings from the data collection and analysis phase highlighted areas where SA Tourism’s marketing strategies have successfully reinforced South Africa’s global tourism brand, while still drawing out key recommendations for further improvement of the effectiveness in driving direct tourism growth and economic inclusivity.
