INTRODUCTION- E-TOURISM EAST AFRICA

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The Internet 2001

The Internet is beginning to play an important role in the
travel sector

Successful businesses and destinations are now using
websites for promotion

Websites are an easy source of information and a contact
point for enquiries and even bookings

The web will soon play an important role in your
business

E-Tourism Africa

18 years in East Africa

Worked with Destinations and Private Sector

Saw emerging crisis

Developed E-Tourism Africa as a solution

It’s Not Just Africa...
Many parts of the world face the same challenges

Low Web visibility and inventory

Image problems and negative media

Untapped potential

Communities and Environments that can be saved
and sustained...

Our Mission
To develop a sustainable and equitable online
tourism sector in emerging destinations by
education and provision of resources to both the
private and public sectors to enable a shift from
traditional sales and marketing methods and to
create locally based, business driven environments
for online travel distribution and e-commerce.

E-Tourism means
Communicating the right

Content across a variety of

Channels to the best value

Clients who will

Convert to a sale and keep

Coming back

Change happens fast
and it’s getting faster

Where are the
Young?
Half of the world’s population is now under 30

They are your current and future market... and they
can be hard to pin down

If you are looking for them: one billion of them are
online...

North Europe Asia
America 418m 738m
253m
Middle
East 57m

Central/South Oceania/
America 179m Africa Australasia
67m 21m

Source: Internet World Stats – Sep 09

Net Generation
Are you ready for them?

The ﬁrst ‘digital generation’ has
arrived- aged between 11 and 31

They grew up with access to
computers and the internet

Vastly different from previous
generations

They’re Awful
They have no attention span

They don’t read books

They are addicted to pop culture

They are immoral- and have no shame

They play ultra-violent video games

Right....?

Wrong
They are smarter- IQ is on the rise

They research, write and read more than any
previous generation- some teenagers are writing
over 10,000 words a month online

They are safer and cleaner

They get behind causes- Ask Obama

They have highly advanced visual and problem
solving skills through gaming and challenging
entertainment

They Think
Different
They read 8 books, 2,300 web pages and 1,281
Facebook proﬁles each year

64% never read a newpaper... ever

They use the Internet more than they watch TV

They are connected to extensive and trusted
networks of friends

They increasingly use their phones rather than
their computers

Critical Factors
Freedom- Give Me Choice and the More the Better

Critical Factors

Customization- Make it My Own

Critical Factors


Scrutiny- I will check it out before I buy

Critical Factors



Integrity- Does this company deserve my money?

Critical Factors




Collaboration- Let me Help you Make it better

Critical Factors





Entertainment- Make it Fun

Critical Factors






Speed- Serve Me Now

Critical Factors






Speed- Serve Me Now

Innovation- Give me the latest (Don Tapscott- Grown Up Digital)

E-Tourism
Online activity has become habitual and practical
including shopping

For the past 3 years Travel is now the best selling
commodity online

For over 95% of travellers it is their primary source of
information about travel- and increasingly their means of
selecting booking and buying- 48% on average

Over 40% of all US online spending in 2009 was on
travel

Over US $125 Billion in Online Travel Sales

Leading Source for
Travel Information

New Sales Models

Direct Sales - Direct
purchase via a supplier
website (buying a plane
ticket or booking a room)

New Sales Models

Meta-Search that
seeks out and
compares offers from
different suppliers

New Sales Models

Tour operators who
combine and sell
travel inventory

New Sales Models
Online intermediaries
or OTAs offer direct
online sales of travel
with ‘dynamic
packaging’ which
allows you to build
your own trip from
different suppliers

New Sales Models
All of these have one thing
in common:

All this requires realtime
access to reservation
inventories

Not next week

Not tomorrow

Not in an hour

NOW

Our Biggest Barrier is
Gone
E-Commerce is now
legal and accessible

For the very ﬁrst time
we have an easy,
readily available
solution in market

Destination
Management
Increasing Focus on Overall Destination
Management

Management AND Marketing of Resources

Creating a Business Environment, not a Business
Solution

Showing rather than telling

What About Emerging
Destinations?

Global
Marketplace
In the Middle East, Africa, Latin America and parts of Asia- an
estimated less than 5% of tourism consists of online sales-
compared to 48% globally

Content can be difﬁcult to ﬁnd and access

Two Main obstacles:

Lack of E-Commerce

Lack of available inventory

Opportunities
Capacity gaps allow us to learn from the
experience of the rest of the world and to learn
from their mistakes

The web is a democratic environment and a level
playing ﬁeld, unburdened by borders

The web allows a greater culture of choice, and
access to greater demand- and ‘long tail
economics’

What’s So Important
About Development?

Equity & Diversity

Technology empowers people, communities and
businesses

Tourism brings foreign exchange in a way that can
be low impact and high earning

Tourism & Technology can spread beneﬁts further,
wider and better

Search remains
important- and is
changing rapidly

My Web
Users can now create their own content without
understanding programming

Within three years it is estimated that 70% of the
content on the web will have been created by
users

By 2011 the total amount of content on the web will
double every 11 hours

The Rise of USER GENERATED CONTENT UGC

UGC
Blogs

Images

Video

Wikis

Reviews

Social Proﬁles

Tweets

The Revolution
The control of the web has shifted from
information suppliers to information users

‘Wikinomics’ has handed power to users, and
groups of users

Consumers are now ‘Prosumers’ who control what
they see and how they see it

Marketing direct to consumers and databases is
now critical

Content Content Content is King

It’s a Visual Medium:
Show Me Don’t Tell Me

You Tube

Visit - Over 400 million people visit YouTube every week

Search - The world's second largest search engine

Watch - Billions of daily playbacks - video viewership
rivalling most TV networks

Create – 24+ hours of content uploaded every minute

Base Jumping
The acronym "B.A.S.E." was made up by film-maker Carl Boenish, his wife Jean Boenish, Phil Smith, and Phil Mayfield. Carl was the real catalyst behind modern BASE
jumping, and in 1978 filmed the first BASE jumps to be made using ram-air parachutes and the freefall tracking technique (from El Capitan, in Yosemite National Park).
While BASE jumps had been made prior to that time, the El Capitan activity was the effective birth of what is now called BASE jumping. BASE jumping is significantly
more dangerous than similar sports such as skydiving from aircraft, and is currently regarded by many as a fringe extreme sport or stunt.

BASE numbers are awarded to those who have made at least one jump from each of the four categories. When Phil Smith and Phil Mayfield jumped together from a Houston
skyscraper on 18 January 1981, they became the first to attain the exclusive BASE numbers (BASE #1 and #2, respectively), having already jumped from an antenna, spans, and
earthen objects. Jean and Carl Boenish qualified for BASE numbers 3 and 4 soon after. A separate "award" was soon enacted for Night BASE jumping when Mayfield completed
each category at night, becoming Night BASE #1, with Smith qualifying a few weeks later.

During the early eighties, nearly all BASE jumps were made using standard skydiving equipment, including two parachutes (main and reserve), and deployment components.
Later on, specialized equipment and techniques were developed that were designed specifically for the unique needs of BASE jumping.

•
In 1912, Frederick Law jumped from the Statue of Liberty

•
In 1912, Franz Reichelt, tailor, jumped from the first deck of the Eiffel Tower testing his invention, the coat parachute. He died. It was his first ever attempt with the
parachute and he had told the authorities in advance he would test it first with a dummy.

•
In 1913, Štefan Banič jumped from a building in order to demonstrate his new parachute to the U. S. Patent Office and military

•
In 1913, a Russian student Vladimir Ossovski (Владимир Оссовский), from the Saint-Petersburg Conservatory, jumped from the 53-meter high bridge over the river
Seine in Rouen (France), using the parachute RK-1, invented a year before that by Gleb Kotelnikov (1872-1944). Ossovski planned jumping from the Eiffel Tower too,
but the mayor of Paris didn’t allow that. (Information from the Russian edition of GEO magazine, issue 11, November 2006, GEO).

•
In 1965, Erich Felbermayer jumped from Cima piccola di Lavaredo, in Italia.

•
In 1966, Michael Pelkey and Brian Schubert jumped from the cliff "El Capitan" in Yosemite Valley

•
On 9 November 1975, the first person to parachute off the CN Tower in Toronto, Canada, was Bill Eustace, a member of the tower's construction crew. He was fired.

•
In 1975, Owen J. Quinn, a jobless man, parachuted from the south tower of the World Trade Center to publicize the plight of the unemployed.

•
In 1976 Rick Sylvester skied off Canada's Mount Asgard for the opening sequence of the James Bond movie The Spy Who Loved Me, giving the wider world its first look
at BASE jumping.

•
In 1990 Russell Powell (British) BASE 230 illegally jumped from the Whispering Gallery inside St Pauls Cathedral London. It was the lowest indoor BASE Jump in the
world.

•
In 2008, two men, dressed as engineers, illegally jumped off the Burj Dubai, the tallest man-made structure in the world.Video documentary about the jump from the
Burj Dubai tower

•
In 2009, three women, a Venezuelan Ana Isabel Dao 28 years old, a New Zealander Livia Dickie 29 years old and a Norwegian Anniken Binz 32 years old[1] base
jumped from the highest waterfall in the world with a height of 979 metres (3,210 ft) and a clear drop of 807 metres (2,650 ft) Angel Falls located in the Gran Sabana
region of Bolivar State in Venezuela. Ana Isabel Dao was the first Venezuelan woman to jump off Angels Falls.[2]
However, these and other sporadic incidents were one-time experiments, not the systematic pursuit of a new form of parachuting. After 1978, the filmed jumps from El Capitan
were repeated, not as a publicity exercise or as a movie stunt, but as a true recreational activity. It was this that popularised BASE jumping more widely among parachutists. Carl
Boenish continued to publish films and informational magazines on BASE jumping until his 1984 death after a BASE-jump off of the Troll Wall. By this time, the concept had
spread among skydivers worldwide, with hundreds of participants making fixed-object jumps.

Beyond Text
Don’t just read it, see it hear it, experience it

Video is changing the way we view and use the web

An increasingly visual medium- particularly for motivational content

Users generate VLOGS

SKYPE and other video communication applications let us see
each other

Video “Production”

$250 +

= YOU’RE IN BUSINESS

Content Goes Viral
Content is easy to produce and easy to share

Once released into cyberspace, users share, refer
and pass on content to each other

It spreads and it spreads fast...

Individuals Become
Broadcasters &
Syndicators

Viral Marketing

Cloverﬁeld, Lonely Girl and Rick
Rolling

This may sound silly- but it’s fun and it
WORKS...

Major brands now using viral media...

Sometimes Good...
Sometimes Not...

Africa goes Viral
‘The Battle at Kruger’ a tourists video shot in
South Africa has become the 12th most popular
video on YouTube

It has been viewed over 53,000,000 times and
counting

Just Imagine...
If YouTube was
invented we’d be
huge...

Just Imagine...
If YouTube was
invented we’d be
huge...

Totally...

Social Networking
Blogging and Multimedia sites give us highly
personalized information that is used and shared
by individuals and communities online

Social Networks are communities of individuals
linked by common interests, accessing, gathering,
creating and sharing content

Web identities are created via Facebook etc as a
means of communicating with a vast social
network

Positive User Generated
Content is not just
Powerful- it’s part of the
sales process

Decision Making

SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND
PERSONAL RECOMMENDATION

Trust and Reliability
Sites with reviews by other travellers 21%

Online tourist guides 15%

Local tourist guides 15%

Travel agent sites 12%

Search results 11%

Airline sites 10%

Advertising eg banner ads 0%

Other 5%

Don't know 12%

0% 5% 10% 15% 20% 25%

Most trusted online source for reliable travel information according to UK Internet users,
September 2006 (% of respondents)

SOURCE: NIELSEN//NETRATINGS COMMISSIONED BY ADVIVA AND HARVEST DIGITAL, JANUARY 2007 – QUOTED BY EMARKETER IN JUNE 2007

Online Opinions
Trip Advisor is now a major part of the travel
channel

User reviews are of great value and can be
mashed in or directly entered into sites- but NOT
managed

When other users opinions and content become
part of our sales process, we have a total Web 2.0
sales environment

Response time is
speeding up...

Mobile Web
Rate of phone growth is
phenomenal

Phones are no longer just for
talking- they are an online means
for accessing and publishing
content

People Travel with their phones as
a tool, guide and assistant

SATNAV directs the Tourist as they
travel

SMS communication to in-
destination travellers

Mobile Payments

The Age of
Immediacy
Connected in-market travellers using devices to
access, consume and comment

Realtime is more real than ever

Twitter becomes a realtime communication
channel

The power of the positive retweet and the curse of
the #fail

Face the Future
Many of us are ﬁrmly rooted in traditional sales and
marketing techniques

We have frequent repeat customers- but do we have
their children?

What’s happening to our agents, suppliers and
partners?

How visible are we in the new media?

Change is here and it’s getting faster.. we only have
one option...

INTRODUCTION- E-TOURISM EAST AFRICA

INTRODUCTION- E-TOURISM EAST AFRICA

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