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INDUSTRY ENDORSED TOURISM MARKETING: GLOBAL PERSPECTIVE their overall economies. One way is to coupled with short-term flexibility. Traditional destination support local communities through driving This would involve using tools like lowering marketing is MARKETING QUALIFICATIONS entrepreneurship, which will ensure a entry barriers, creating cross-border distinctive local flavour. cooperation with neighbouring countries, now outdated and liberalising and empowering local 2. Tourists should be encouraged to communities to contribute to the tourism make return holidays. This requires a industry. The Gathering Ireland campaign is change of outlook, taking marketing from one example; it seeks to include businesses, is now easy for tourists to get an idea of being a one-size-fits-all campaign to a sports clubs, cultural establishments and price versus quality, and budget-focused more holistic approach. Australia has done local authorities in showcasing ideas to tourists are certainly more concerned IN PROUD this well by offering work visas for youth, attract tourists in an effort to create an about a good-value holiday than loyalty to who invariably return to the country for economic revival in the sector. a destination. The authors urge countries PARTNERSHIP WITH holidays as they get older. to consider making travel affordable 4. Price competitiveness is crucial. through tax reductions and support 3. Clear policy rules and regulations. Macroeconomic trends like exchange rate for local entrepreneurs via investment. Ringbeck and Pietsch urge the use of long- fluctuations have a major impact on pricing Ideally, say Ringbeck and Pietsch, term strategies to encourage tourism, but within a country. With digital technology, it destinations should focus on offering UNDERGRADUATE DEGREE AND POSTGRADUATE / HONOURS QUALIFICATIONS packages to both the budget tourist as well as the more sophisticated traveller in order to better leverage tourism assets. The IMM Graduate School of Marketing has provided industry-endorsed, distance learning marketing qualifications for over 65 years. With more than17000 graduates in Southern 5. Attitudes to environmental sustainability need to change, from Africa, IMM GSM alumni work in top positions in pan-African, multinational corporations seeing this as a regulatory burden as diverse as telecommunications to finance to FMCG. The IMM GSM continues to expand to viewing it as a ‘true differentiator of tourism source markets’. Green its African footprint in partnership with the Zambia Institute of Marketing by offering consumerism is in high demand, undergraduate degree and postgraduate qualifications in Zambia from 2014. especially from developed markets, therefore developing markets should capitalise on their natural resources The Kenneth Kaunda Metropolitan University has been to meet this demand. The authors site Kenya, Tanzania and the Seychelles Recognised by the IMM GSM as an Additional Tuition Centre, as countries that are doing well in capitalising on ecotourism. offering additional tuition towards IMM GSM programmes to AFRICA’S TRAVEL AND TOURISM DRIVERS Although not a specific pointer for students who voluntarily elect to receive them. increased competitiveness, a final word African countries are increasingly South Africa’s overhaul of its from Ringbeck and Pietsch was: “It goes taking proactive steps to ensure the airport and city infrastructure for without saying that safety and security are www.kkmu.org preservation of their heritage by the 2010 Fifa Soccer World Cup has clearly linked to inbound tourism well- instituting changes to enhance their secured its place as a prime African being just to ‘stay in the game’. This is Mobile: +260 965 943 695 nation brand and encourage tourism. tourist destination. especially important in developing regions Tel: +260 211 268 471 Here are some recent examples: Morocco diverted an ‘Arab Spring’ that suffer from political instability, Botswana recently banned big- by making political reforms; as a high crime rates and stunted economic CONTACT US FOR MORE INFORMATION REGARDING UNDERGRADUATE DEGREE AND POSTGRADUATE OPTIONS game hunting to preserve one of result of this proactive stance the development.” This is a point that South its top tourist industries. It also country has improved on most of African marketers and decision-makers reduced air ticket taxes and airport the WEF’s 14 pillars, thus raising the would do well to note. ZIM Secretariat NATIONAL CALL CENTRE taxes to make the country more travel and tourism bar. Overall, however, the tone for Ms Mwangala Nyambe +27 (0) 11 628 2000 price competitive. Namibia has prioritised African tourism is positive. The continent Rwanda, Kenya and Uganda environmental sustainability is still at the early stages of its economic 0211 258934/5 Email: imm@immgsm.ac.za are the first African nations to in recognition of the sector’s rebirth and, with so much potential in the 0966 698814 IMM GSM adopt a common visa to make importance to the country’s tourism. travel and tourism industry, this is the PHOTOS: GETTY/GALLO IMAGES tourist entry into the three East Rwanda completed a full tourist time for the continent to adapt or die, and info@zambiainstituteofmarketing.co.zm @IMMGSM African countries easier. rebrand of its country in 2012. market itself cleverly in the face of stiff www.immgsm.ac.za global competition. The IMM Graduate School of Marketing (IMM GSM) is registered with the Department of Higher Education and Training (DHET) as a private higher education institution under the The IMM Graduate School of Marketing (IMM GSM) is registered in the Republic of South Africa with the Department of Higher Education and Training (DHET) 18 strategicmarketingafrica First quarter 2014 as a private higher educa Higher Education Act, 1997. Registration certificate number 2000/HE07/013.tion institution under the Higher Education Act, 1997. Registration certificate number 2000/HE07/013.