Sa: Is It Time For A Brand Shake-up?

Tourism industry stakeholders are calling for a reassessment of South Africas value proposition, arguing that a clearer brand identity and deeper market understanding are essential for growth.

Speaking during a recent SATSA webinar on geographical spread, Monika Iuel, Chief Tourism Officer of Wesgro, said a new brand promise coupled with better understanding of South Africas identity as a destination, its target market and what those people really want will benefit the sector.

Arguably the easiest time to sell the destination was in the five- or six-year period after the 2010 FIFA World Cup. It was clear to the world who we were as people and we were believed when we said South Africas point of difference is our people, Iuel said.

Unfortunately, we have now moved very far from that and there is no clear value proposition for the destination nationally. I dont think weve spent enough time being intentional about who we want to be and what we want to stand for, she added.

She pointed to Thailand, which is currently in the spotlight as the destination featured in season three of The White Lotus . She said: As a consumer, I have this very clear image of what Thailand is and I have an understanding that no matter where in Thailand I go, that is what I am going to get. In the South African context, this means that it doesnt matter if youre in Clarens or if youre in Constantia, the feeling is going to be the same.