1. Marketing SA in China Second Edition 2007 1 Copyright © 2007 SA Tourism – not to be used without permission

2. SA Tourism is the Tourism Marketing Organisation of South Africa
South African Tourism is the official tourism marketing organisation of South Africa.
South African Tourism is the official tourism marketing organisation of South Africa.
We market across the world focusing on three groups of travellers: international
We market across the world focusing on three groups of travellers: international
leisure travellers, the domestic and regional traveller, and business tourists who
leisure travellers, the domestic and regional traveller, and business tourists who
travel to South Africa for conferences and incentives. A key part of our business is to:
travel to South Africa for conferences and incentives. A key part of our business is to:
Understand the
Understand the Choose the
Choose the Market the
Market the
market
market attractive segments
attractive segments destination
destination
This booklet is the result of research South African Tourism did in China since 2004
This booklet is the result of research South African Tourism did in China since 2004
and is to help market South Africa in China. The aim of the project was to understand
and is to help market South Africa in China. The aim of the project was to understand
the whole of the Chinese market and not the section we are currently seeing. We also
the whole of the Chinese market and not the section we are currently seeing. We also
did qualitative research in Hong Kong to understand its market and the links in the
did qualitative research in Hong Kong to understand its market and the links in the
trade channel. Against this research, the Asia Portfolio and our country office in
trade channel. Against this research, the Asia Portfolio and our country office in
China have developed activation plans for the market. These plans are available from
China have developed activation plans for the market. These plans are available from
our office in Beijing (see address on the back cover).
our office in Beijing (see address on the back cover).
Current information on arrivals from China to South Africa are available on our
Current information on arrivals from China to South Africa are available on our
website www.southafrica.net/research and www.southafrica.net/trade
website www.southafrica.net/research and www.southafrica.net/trade
Marketing SA in China Second Edition 2007 2 Copyright © 2007 SA Tourism – not to be used without permission

3. Agenda
Market Overview
Travel Patterns
Channel
Consumers
– Our Target Market
– Target Segments
Current Chinese Travellers to South Africa
– Demographics
– Travel Behaviour
Potential Market and Their Perceptions
Activation Strategy
Hong Kong
Marketing SA in China Second Edition 2007 3 Copyright © 2007 SA Tourism – not to be used without permission

4. Market Overview
Maturity of the Market
China, as an emerging travel market, is entering the growth phase
introduction growth maturity
Tourism
Industry Life % of
Cycle population Italy Germany, Netherlands,
travelling for Canada
US France, UK, Japan
leisure
Australia
South Africa
China, India
SADC Nigeria Kenya
Botswana This phase may be very long
Time*
Uninformed, Price insensitive, Seek information & opportunity; Very informed, price sensitive,
Consumer
multi-purpose discover leisure focus on leisure
Very individualized Emergence of packages
Product Specialized packages
Status oriented (seeking scale effects)
Market
Symptoms few High competition
Competitor Emerging specialization / focus
One-stop-shops Clear focus
Unsophisticated, isolated, Integrate products; Specialization; Information
Channel
experience based information/choice provider provider
“shout”: get as many as you Adapt trade and market to
Tourism Marketing Combine with trade initiatives
can select segments
Authority
Actions Facilitate scale effects (e.g., Understand segments and
Overall strategy Develop positioning
packages) select
* The duration of the four phases of the life cycle may vary significantly; their graphical representation with equal distances may thus be misleading
Note: Framework based on Michael Porter: Competitive Strategy, 1980, Chapter 8 (Industry Evolution)
Marketing SA in China Second Edition 2007 4 Copyright © 2007 SA Tourism – not to be used without permission

5. Market Overview
General Statistics
China accounts for 20% of the world's population
Facts about China
Facts about China
Geographic Characteristics
Geographic Characteristics
Beijing
Heilongjiang Eastern Asia, bordering the East China
Eastern Asia, bordering the East China
Sea, Korea Bay, Yellow Sea, and South
Sea, Korea Bay, Yellow Sea, and South
Jilin China Sea, between North Korea and
China Sea, between North Korea and
Xinjiang
Liaoning
Vietnam
Vietnam
Gansu Inner Mongolia
9,596,960 Square Kilometers (slightly
9,596,960 Square Kilometers (slightly
Hebei Tianjing
smaller than the US)
smaller than the US)
Ningxia Shanxi
Qinghai Shandong
Population
Population
Tibet Shaanxi Henan Jiangsu
1,313,973,713 (July 2006 est.)
1,313,973,713 (July 2006 est.)
Sichuan Hubei Anhui Shanghai
Chongqing
Jiangxi
Zhejiang Annual population growth (2006): 0.59%
Annual population growth (2006): 0.59%
Hunan
Guizhou Fujian Gross Domestic Product
Gross Domestic Product
Yunnan
Guangxi Guangdong $10 Trillion (2006 est.)
$10 Trillion (2006 est.)
GDP per capita $7,198*
GDP per capita $7,198*
Hainan
Annual GDP growth 10.5% (2006 est.)
Annual GDP growth 10.5% (2006 est.)
Note: * International dollars
Source: CIA Fact Book, China, 2007; International Monetary Fund, World Economic Outlook Database, September 2006; Time Magazine, 11 January 2007
Marketing SA in China Second Edition 2007 5 Copyright © 2007 SA Tourism – not to be used without permission

6. Market Overview
Age Characteristics
A fertility decline since the mid-1970s and the further increase in life expectancy gives rise to
an ageing Chinese population
Chinese Population by Age Group – Male and Female
Source: www.iiasa.ac.at/Research/LUC/ChinaFood/data/anim/pop_ani.htm; United Nations (1999): World Population Prospects, The 1998 Revision, New York
Marketing SA in China Second Edition 2007 6 Copyright © 2007 SA Tourism – not to be used without permission

7. Market Overview
Regional Characteristics – Population and Income
Close to a third of the country’s population can be found in
four provinces (Henan, Sichuan, Shandong, Guandong) while
wealth is concentrated in the coastal regions
Heilongjiang
Pop: 38.2MM
Annual Urban Disposable Income
Tier 1: < 10,000 RMB Tianjin
Jilin
Inner Mongolia Pop: 27.1MM
Tier 2: > 10,000 RMB Pop:
Pop: 23.8MM
10.2MM
Liaoning Pop:
Xinjiang 42.2MM
Pop:
19.6MM Beijing
Hebei Pop: 14.9MM
Pop: 68.1MM
Shanxi
Ningxia Pop: Shandong
Pop: 5.9MM 33.4MM Pop: 91.8MM
Qinghai
Pop:
5.4MM Gansu Henan
Pop: 26.2MM Shaanxi Jiangsu Pop:
Pop:
Pop: 74.3MM
97.2MM Anhui
37.1MM
Pop:
Xizang/Tibet Hubei 64.6MM Shanghai
Pop: 2.7MM Chongqing Pop: 60.2MM Pop:
Sichuan
Pop:
Pop: 17.4MM
31.2MM
87.3MM Jiangxi
Hunan Pop: Zhejiang Pop:
Pop: 67MM 42.8MM 47.2MM
Guizhou
Pop: 39MM Fujian
Yunnan Pop: 35.1MM
Pop: Guangxi
Source: National Bureau of Statistics of China, China 44.2MM Pop:
Statistical Yearbook, 2005; CLSA Asia-Pacific 48.9MM Guangdong
Pop: 83MM
Markets, Chinese Tourists: Coming, Ready or Not
Special Report, September 2005; Tourism
Australia, China Country Overview 2006; Dr Wang Guangzhou
Hainan
Xinjun, The Current Situation and the Pop:
Characteristics of China’s Outbound Market 8.2MM
Marketing SA in China Second Edition 2007 7 Copyright © 2007 SA Tourism – not to be used without permission

8. Market Overview
Regional Characteristics – Income
Shanghai and Beijing residents enjoy the highest standard of living in China
Per Capita Annual Disposable Income of Urban Households, 2004
18,000
16,683
15,638
15,000 14,546
13,628
12,000 11,467 11,175
10,482
9,438 9,221 9,106
RMB 9,000 8,008
6,000
3,000
0
Shanghai Zhejiang Tianjin Jiangsu Chongqing Liaoning
Beijing Guangdong Fujian Shangdong Tibet
Source: National Bureau of Statistics of China, China Statistical Yearbook, 2005
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9. Market Overview
GDP and Relative Wealth
China remains a poor country with a relatively low GDP per capita even when compared to
other developing nations
Wealthiest Countries vs. Developing
Composition of the GDP – 2001 vs. 2006 Countries, 2005
100%
Agriculture Rank Country GDP per capita ($*)
12
18 1 Luxembourg 69,800
2 Norway 42,364
80% Industry 3 United States 41,399
(including 4 Ireland 40,610
construction)
5 Iceland 35,115
6 Denmark 34,740
48 Services
60% 7 Canada 34,273
49 8 Hong Kong 33,479
Percentage 9 Austria 33,432
Contribution
10 Switzerland 32,571
40% 38 Czech Republic 18,341
50 Argentina 14,109
55 South Africa 12,161
57 Chile 11,937
20% 40 58 Libya 11,523
33 65 Mexico 10,186
68 Brazil 8,561
69 Thailand 8,368
0% China (People’s
87 7,198
Republic)
2001 2006
122 India 3,320
Note: * International dollars
Source: CIA World Factbook; International Monetary Fund, World Economic Outlook Database, September 2006; www.asiasource.org/profiles
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10. Market Overview
Relative Market Attractiveness (Wealth)
The disposable income of the Chinese population is fractionally higher compared to that of
India, but lower than fellow developing nation, Brazil
Per Capita Personal Disposable Income per Annum1 (PPP), 2006
35,000
31,817
30,000
25,718
25,000 22,731 22,633 22,413 22,081
20,867 20,666
20,064 19,843
USD 20,000
15,000
10,000
5,000 2,962
1,010 651
0
Italy
Belgium
Germany
Sweden
Australia
China
India
Brazil
U.S.
France
Canada
Japan
UK
1 Personal Disposable Income is personal income after the deduction of personal direct taxes and fees, and current transfers abroad (such as gifts) – EIU
Definition
Source: EIU 2006
Marketing SA in China Second Edition 2007 10 Copyright © 2007 SA Tourism – not to be used without permission

11. Market Overview
Relative Market Attractiveness (Travel Propensity)
Top 40 Outbound Markets in the World — 2005
90
83
66
64
60
Million
38
33
30
22
22
22
21
19
18
17
16
16
14
14
12
10
10
8
8
8
8
7
7
7
7
7
7
6
6
6
5
5
5
5
4
4
4
4
0
Mexico
Egypt
USA
Italy
Turkey
Hungary
Norway
Malaysia
Switzerland
Czech
Germany
UK
China
Japan
Hong Kong
Canada
France
Singapore
Ukraine
Sweden
Rep Korea
Taiwan
Austria
Poland
India
Finland
Ireland
Iran
Spain
Bulgaria
Australia
Saudi
Lithuania
Netherlands
Belgium
Belarus
Denmark
Romania
Indonesia
Russia
Top 20 Long-Haul Outbound Markets — 2005
45
41
36
Million
27
14.8
18
12.4
9
5.1
4.7
4.3
3.9
3.8
3.4
3.2
3.0
2.9
2.9
2.1
2.1
2.0
1.7
1.4
1.3
1.1
0
Egypt
USA
UAE
Italy
Malaysia
Brazil
UK
Germany
Japan
Sweden
Canada
China
Australia
France
Singapore
India
Korea
Indonesia
Israel
Russia
Rep
Long-Haul
as a % of
Total 64% 22% 56% 36% 14% 22% 10% 5% 83% 17% 19% 47% 60% 21% 10% 27% 8% 55% 34% 38%
Outbound
Note: Long-Haul outbound data was calculated using the proportions estimated from WTO data source and applying it to the Euromonitor data. It is the closest
approximation as this data is not available. Data for the USA was sourced from U.S. Department of Commerce, ITA, Office of Travel and Tourism
Industries, September 2006 as 2005 WTO data was incomplete and skewed the results.
Source: Euromonitor
Marketing SA in China Second Edition 2007 11 Copyright © 2007 SA Tourism – not to be used without permission

12. Market Overview
Overseas Travel
The Chinese travel market has been growing rapidly and the WTO predicts it will be the
biggest travel market in the world by 2020
Total Outbound Travellers, 1992–2006
40
’92–’06 CAGR:
19.3% 34.5
31.0
30 28.5
Number of 20.2
Travellers 20
(Millions) 16.6
12.1
10.5
10 9.2
8.4
5.1 5.3
3.7 3.7 4.5
2.9
0
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Source: Dr Wang / Xinjun, A Study on the Development of China’s Outbound Tourism Market; International Forum on Chinese Outbound Tourism, 2006;
Combined SAT Departure Survey Dataset, 2002–2005
Marketing SA in China Second Edition 2007 12 Copyright © 2007 SA Tourism – not to be used without permission

13. Market Overview
Vacation Participation
In 2004, outbound departures represented only two percent of the population of China
Travel Intensity of the Chinese Population, 2004
12%
10%
10%
8%
Percentage
of 6%
Population
that Travel
4%
4%
2%
2%
0%
Total Population Urban Population Population of Guangzhou, Shanghai
and Beijing
Source: CLSA Asia-Pacific Markets, Chinese Tourists: Coming, Ready or Not, September 2005
Marketing SA in China Second Edition 2007 13 Copyright © 2007 SA Tourism – not to be used without permission

14. Agenda
Market Overview
Travel Patterns
Channel
Consumers
– Our Target Market
– Target Segments
Current Chinese Travellers to South Africa
– Demographics
– Travel Behaviour
Potential Market and Their Perceptions
Activation Strategy
Hong Kong
Marketing SA in China Second Edition 2007 14 Copyright © 2007 SA Tourism – not to be used without permission

15. Travel Patterns
Main Destinations
The market is dominated by travel to Hong Kong and Macao: outbound departures to these
destinations constitute 71% of all Chinese outbound travel
Regional Distribution of Outbound Top 10 Outbound Destinations,
Travel, 2005 2005
SA represented 2% of Hong Kong 13,525
Europe “Other” arrivals and
0.5% of non-Hong
5% Other Macau 8,479
Kong/Macau arrivals
7%
Japan 1,117
Vietnam 845
Other Asia
Korea 843
17%
Russia 770
Hong Kong
Thailand 596
and Macau
71%
USA 532
Singapore 477
WTO estimates
WTO estimates
100MM outbound
100MM outbound
Chinese tourists by
Chinese tourists by Malaysia 355
2020
2020
0 6,000 12,000 18,000
Number of Travellers
(Thousands)
Source: Asia Travel Tips.com (www.asiatraveltips.com) “New ETC / UNWTO Study on Chinese Outbound Tourism
Market to Be Launched at ITB 2007”; U.S. Dept. of Commerce “China Outbound Tourism Industry”
Marketing SA in China Second Edition 2007 15 Copyright © 2007 SA Tourism – not to be used without permission

16. Travel Patterns
Travel Purpose
The structure of the Chinese outbound market has changed dramatically over the last
decade: in contrast to the situation in 1993, more than 70% of Chinese outbound tourists
travelled for private reasons in 2003
Structure of Outbound Passengers, 1993 and 2003
100%
80% 40 Travel for
private reasons
73
60%
Percent
Travellers
40%
60 Travel for non-
private reasons
20%
27
0%
1993 2003
Source: Xu Fan, Marketing on China Outbound Tourism
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17. Travel Patterns
Importance to South Africa
Chinese arrivals to South Africa are comparable to arrivals from Canada and India
Total Volume by Market (excluding Africa), 2002 and 2006
600
2002
488
500 2006
443
Thousands of Arrivals
400
300
249 259 255
200 183
125
110 112 106
89
100 70
48 54 49
34 34 44 37 42 26 32
0
Netherlands
Hong Kong)
Italy
Germany
Australia
India
France
Canada
Japan
UK
USA
China (inlc
‘02–‘06
2.46% 0.94% 8.68% 3.09% -1.36% 6.37% 2.93% 9.74% 6.81% 3.23% 5.08%
CAGR
Source: SAT
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18. Travel Patterns
Importance to South Africa
Although Chinese arrivals to South Africa are higher than arrivals from Canada and India,
the economic impact of Chinese travellers is currently smaller
Importance to South Africa, 2005
Seasonality Spend Per Trip
Market Distribution2 Arrivals Value (Rand)3
Index1 in SA (Rand)3
UK 8% 1.90 9,832 469,730 4,534,943,950
Germany 15% 2.25 11,142 249,504 2,762,411,837
USA 3% 1.90 10,348 233,418 2,409,343,703
Netherlands 21% 2.50 10,679 116,244 1,212,223,110
France 10% 2.50 7,179 101,139 720,711,128
Italy 43% 2.33 7,228 51,464 347,925,645
China 10% 1.89 8,705 44,352 389,525,834
Canada 6% 2.13 10,624 40,818 425,044,535
India 5% 1.70 13,058 36,045 393,259,799
1 Anindex value of 0% represents perfect seasonality, i.e. the market is not characterised by large fluctuations from month to month. A value of 100% means that
seasonality is very poor, i.e. the market is characterised by large fluctuations month by month; 2 Average number of provinces visited by all foreign tourists; 3Total
Foreign Direct Spend (excl capex)
Source: Combined SAT Departure Survey Dataset, 2005
Marketing SA in China Second Edition 2007 18 Copyright © 2007 SA Tourism – not to be used without permission

19. Travel Patterns
Travel to South Africa
Chinese arrivals to South Africa grew at an annual average rate of 3% between 2002 and
2006
Chinese Inbound Tourists to SA, 2000–2006
60,000
’02–’06 CAGR:
3.2% 51,265
50,000
44,352
42,991 41,962
40,000
37,129
Number of
30,595 29,804
Travellers
30,000
20,000
10,000
0
2000 2001 2002 2003 2004 2005 2006
Source: Dr Wang / Xinjun, A Study on the Development of China’s Outbound Tourism Market; International Forum on Chinese Outbound Tourism, 2006;
Combined SAT Departure Survey Dataset, 2002–2005; SAT Arrivals, 2006
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20. Travel Patterns
Travel to South Africa
Despite arrivals showing positive growth over the period 2002-2005, spend has decreased
considerably
Arrivals from China to South Africa, 2002–05 Spend Per Trip from China to SA, 2002–05
60,000 20,000
51,265 (’02–’05) (’02–’05)
44,352 CAGR CAGR
42,991 14,019
15,000
40,000 37,129 Spend 11,872
6.1% -14.7%
Arrivals per trip
to SA to SA 10,000 9,458
8,705
(Rand)
20,000
5,000
0 0
2002 2003 2004 2005 2002 2003 2004 2005
Length of Stay in SA, 2002–05 Spend per Day in SA, 2002–05
25 1,500 (’02–’05)
21.3 21.7
(’02–’05) 1,236 CAGR
20 CAGR
16.0
1,000 -24.6%
15 12.4 9.1% Spend
No. of per day
nights 10 in SA 551 530
451
(Rand) 500
5
0 0
2002 2003 2004 2005 2002 2003 2004 2005
Source: Combined SAT Departure Survey Dataset, 2002–2005
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21. Travel Patterns
Growth in Arrivals
South Africa is not yet fully capitalising on the Chinese outbound tourism boom
Chinese Travellers: Total Outbound vs. Inbound to South Africa, 2002–2006
100,000 40,000,000
China Inbound to SA
34,500,000
China Outbound
35,000,000
31,000,000
80,000
28,500,000 30,000,000
25,000,000
60,000
20,200,000 51,265
Travellers 44,352 20,000,000
16,602,300 42,991 41,962
40,000 37,129
15,000,000
10,000,000
20,000
5,000,000
0 0
2002 2003 2004 2005 2006
Inbound to SA Total Outbound
’02–’06 CAGR
3.2% 20.1%
Source: Combined SAT Departure Survey Dataset, 2002–2005; Dr Wang / Xinjun, A Study on the Development of China’s Outbound Tourism Market;
International Forum on Chinese Outbound Tourism, 2006; SAT Arrivals, 2006
Marketing SA in China Second Edition 2007 21 Copyright © 2007 SA Tourism – not to be used without permission

22. Agenda
Market Overview
Travel Patterns
Channel
Consumers
– Our Target Market
– Target Segments
Current Chinese Travellers to South Africa
– Demographics
– Travel Behaviour
Potential Market and Their Perceptions
Activation Strategy
Hong Kong
Marketing SA in China Second Edition 2007 22 Copyright © 2007 SA Tourism – not to be used without permission

23. Channel
Strategic Position of South Africa in the China Travel Market
Low market
penetration
Increasing high
growth rates
High price levels
South Africa is a low
Low
Low market scale product within a
maturity of
transparency market which has not yet
Chinese travel
developed sophisticated
Low consumer market
demand or supply
sophistication SA as a tourist
structures
and experience product in
China
Low tendency of
channel to specialize low
Profitability driven by low high
market access
Low maturity of
Product
Low Low High Low Low
number of variety of relative price frequency of knowledge of
pax (market packages tour groups sales staff re
share) product
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24. Channel
Strategic Position of South Africa in the China Travel Market
South Africa as a travel product in China remains in its emerging phase
Tourism Product and Market Life Cycles
in Group Package Tour Prevalent Markets
Mature
Invention /
Scale
Reinvention
Strategy
SA Product Strategy
SA Product in Hong
in Japan Kong
Market
Evolution
SA Product in
China
Concentration
Strategy
Emerging
New Established
Product Evolution
Marketing SA in China Second Edition 2007 24 Copyright © 2007 SA Tourism – not to be used without permission

25. Channel
Market Characteristics
Fast changing market conditions drive marketing uncertainties
Current Structural Characteristics of
Current Structural Characteristics of Emerging and Fast Changing Market
Emerging and Fast Changing Market
the Market
the Market
Leisure travel is concentrated in 3 golden Highly fragmented market with large number
Consumers
Leisure travel is concentrated in 3 golden Highly fragmented market with large number
weeks
weeks of players at city level
of players at city level
Group tour is the dominant form of leisure
Group tour is the dominant form of leisure No true national players, largest travel
No true national players, largest travel
travel
travel agencies have regional influences
agencies have regional influences
Organization sponsored leisure travel is
Organization sponsored leisure travel is Little differentiation, all players are very
Little differentiation, all players are very
significant
significant similar in structure and selling commodity
similar in structure and selling commodity
products
products
ADS positively influences choices of outbound
ADS positively influences choices of outbound
travel destinations
travel destinations No universally well recognized brand in the
No universally well recognized brand in the
market
market
There are 3 distinct regional markets
There are 3 distinct regional markets
Intense competition due to large number of
Intense competition due to large number of
Integrated travel agencies dominate the self-
Integrated travel agencies dominate the self- players and little differentiation
players and little differentiation
funded leisure travel market
funded leisure travel market
Channels
Particularly for smaller volume destinations,
Particularly for smaller volume destinations,
Foreign companies participate mostly
Foreign companies participate mostly group failure is prevalent so scale is key
group failure is prevalent so scale is key
through HK
through HK
Consumer Insights and Activation Strategies should be recalibrated earlier than in other
Consumer Insights and Activation Strategies should be recalibrated earlier than in other
markets
markets
Source: Development of Chinese Travel Agencies; Monitor Analysis
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26. Channel
Policy Environment
China’s tourism market has historically been shaped by government policy
1950 1960 1970 1980 1990 2000 2006
1990s
Chinese economy
becomes highly
regionalized
Beijing, Shanghai
and Guangzhou
become 3 key 2003
economic centres
SA is granted
1957 1980 ADS
CTS established CYTS established 1987
to service as an all purpose CITS, CTS, CYTS
overseas Chinese travel agency formally break apart
travel in China More independent 2006
travel agencies
1983 Now 81 ADS
1954 established
countries /
CITS established HK was first Number of travel regions; the USA
for inbound travel approved ADS agencies growing is not on this list
only destination rapidly
1999
1949 1980s
First year of golden
Communist party China broke away week policy
established People’s from centralized
Republic China Aimed to boost
economy Social and
domestic
Foreign participation Organizational economic change
consumption
generally barred in outbound travel
Chinese economy Might be replaced by Travel industry
becomes
paid vacation change
pervasive
Source: Development of Chinese Travel Agencies; Monitor Analysis; CLSA Asia-Pacific Markets, Chinese Tourists: Coming, Ready or Not, September 2005
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