WHO IS SUSTAINING DOMESTIC TOURISM DURING COVID-19?

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The restricted movement brought about by the Covid-19 pandemic has heavily impacted the tourism industry. This has resulted in a shift in terms of the South African holidaymaker’s travel patterns.

Though fear of the virus has become the biggest barrier for travel, it has also resulted in a shift in terms of the type of traveller sustaining tourism.

Impact of covid-19 on domestic travel

Travel Volumes

-42.7%

Decreased

QUARTER 1 2019

3.6m

QUARTER 1 2021

2.6m

Age Range

25-34

TRAVELLER PROFILE

Age Range

18-24
married

married
Single

Single
Couple

Couple
unmarried

unMarried
With Childern

With Childern
No Childern

No Childern

Inter-provincial

TRAVEL destination

Intra-provincial
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Gauteng to
KwaZulu-Natal

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Within
KwaZulu-Natal

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Gauteng to
Limpopo

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Within
Eastern Cape

QUARTER 1 2019

3.6m

Age Range

25-34
married

married
Couple

Couple
With Childern

With Childern

Inter-provincial
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Gauteng to
KwaZulu-Natal

location icon

Gauteng to
Limpopo

QUARTER 1 2021

2.6m

Age Range

18-24
Single

Single
unmarried

unMarried
No Childern

No Childern

Intra-provincial
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Within
KwaZulu-Natal

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Within
Eastern Cape

Unpaid accommodation with family and friends
tops the list with an increase in stays at:

Hotels

Hotels

Camping Sites

Camping Sites

Caravans

Caravans

Holiday Homes

Holiday Homes

...as travellers look for safe places they can
control with access to wide-open spaces.

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Having dependent children is the biggest factor driving current travel barriers as parents are hesitant to

  • expose their children and,
  • manage the paperwork and implications required for interprovincial travel.

This has led to a shift in terms of the domestic traveller currently sustaining tourism.

Introducing the Spontaneous Budget Explorer!

characteristics

Stats Diagram

Generation Z was born and raised in times of the following global crises, so have the adaptable mindset to manoeuvre and carry on with life during a calamity.

September 11 2001

September
11 2001

Global Financial Cris 2008

Global Financial
Crisis 2008

covid-19 Pandamic 2020

COVID-19
Pandamic 2020

Travel Behaviour of the spontaneous budget explorer

4 – 5 night stays

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3 trips per year

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R1,252 average spend per trip

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Travel periods of Dec/Mar/Apr/Sep

Reasons for travel

How To Engage The Spontaneous Budget Explorer

September 11 2001

Generate content that entertains
entertains

Global Financial Cris 2008

Amplify content that
educates

covid-19 Pandamic 2020

Have usage for augmented
technology

Communication Is Key

Trade businesses need to:

  1. Allay their customers’ health and safety fears.
  2. Offer content in digital spaces relevant to the traveller e.g. Instagram, TikTok, Twitter.
  3. Clearly outline implemented COVID-19 health and safety regulations.
  4. Showcase leisure activities and experiences that follow COVID-19 protocols.
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KEY TAKEAWAYS

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1.

The face of the consumer
is changing, and trade needs to cater to
them with relevant messaging and offers.

2.

The communication of COVID-19 safety
protocols and the safety of travellers is of
utmost importance.

3.

Trade needs to market
holiday packages that offer
value for money.

4.

Trade needs to
assure customers
that they will do everything to make
their experience a safe one.

5.

Adherence to the COVID-19
safety protocols is key to ensure
positive word of mouth.