SA Tourism Brand Index Study

SA Tourism conducted the first stakeholder satisfaction survey in 2017 and a follow-up in 2019 to assess stakeholders’ levels of awareness of SA Tourism’s goals, levels of satisfaction with engagement initiatives at the time and identified platforms preferred by stakeholders. In 2021 the Stakeholder Satisfaction Survey was re-assessed to determine the awareness and satisfaction levels of key stakeholders taking the COVID-19 pandemic and recovery plan into account and to determine the most pertinent communication channels to enhance coordination and collaboration. Mthente has been commissioned by SA  Tourism to conduct a stakeholder engagement survey for 2022/23 FY and 2023/24 FY which will allow for comparability with previous studies. It is our understanding that the study aims to assess the satisfaction of stakeholders with initiatives by Tourism.

The data was collected by sending the survey link through email addresses to all SAT stakeholders. The data was analysed to generate insights into the key study objectives in the study with a comparative view from the findings generated in the 2021 study. These insights helped understand the level of awareness of SAT’s initiatives among stakeholders, during and after the COVID-19 pandemic. The key factors that drove effective stakeholder engagement is responsiveness and support. SAT’s Communication improved the most, but all four key factors showed an increase in overall scores. Stakeholders were relatively unaware of SAT’s support initiatives post-COVID, particularly the South African stakeholders. However, stakeholders were extremely satisfied with the support they received and the communication thereafter. International stakeholders were the most satisfied. In general, all stakeholders’ satisfaction with SAT’s engagement with them increased from 2021 to 2022. The relaxation of COVID restrictions has meant an increase in the use of in-person meetings since 2021, while emails and industry meetings remain the most used and most effective forms of communication. Stakeholders are seeking increased visibility, especially for underrepresented groups (township tourism products and Muslim tourism). Structured value-driven communication with clear timelines can enhance the efficacy and efficiency of stakeholder’s engagement with SAT.