INDIA: SOUTH AFRICAS LONGITUDINAL PERFORMANCE SAT - Feb-19 - India - - PowerPoint PPT Presentation

1 SAT - Feb-19 - India Market Report

INDIA: SOUTH AFRICA’S LONGITUDINAL PERFORMANCE

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Arrivals and Spend

R1.4bn

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Seasonality

Indian Arrivals peak in May, India’s summer school holidays extend from May to mid-June and this period is when temperatures are at their

• highest. Also three major national holidays in May; 7th – Birthday of Ravindranath, 18th – Buddha Purnima/Vesak and 31st – Jamat Ul-Vida

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Geographical spread

34% of Indian tourists visit more than one province, up from 33% in 2017. Gauteng and Western Cape are the top provinces visited

Gauteng Western Cape Kwazulu Natal North West Mpumalanga Eastern Cape Limpopo Free State Northern Cape Average nights 2018 25 12 16 4 8 25 20 23 22 Average Provincial 2018 R13 900 R8 700 R9 300 R2 600 R4 200 R9 100 R5 700 R8 500 R8 500

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Who we are getting

The declines in volume are driven by MICE (-18%), Holiday (-8%) and VFR (-21%) in 2017. Only Business Travelers have grown 22% over 2017 and recent years. Similarly the overall declines are among 35 to 54 year old’s while 18 to 34 years are drivers of growth

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Who we are getting

Indian tourists are mostly First time visitors who Travel alone

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Setting Targets | Brand Knowledge

The Brand Knowledge is built through marketing campaigns, and the messaging has to be aligned with the country’s

• bjectives, which are linked to global priorities

C O U N T R Y O B J E C T I V E ’ S Memorable Adventurous Breathtaking Enriching Wide Variety of Experiences Welcoming People Wildlife Experience Authentic Travel Experience

On a global level, SAT focuses on improving performance in 5 OF THE 8 KEY Brand Knowledge attributes G L O B A L P R I O R I T I E S

L E A D E R S H I P A B O V E A V E R A G E A V E R A G E

 Breathtaking  Wildlife Experience  Enriching  Adventurous  Wide Variety of Experiences  Authentic Travel Experience  Memorable  Welcoming People

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Brand Journey Meta-perception Brand Knowledge

India Market Key Takeaways | February 2019 Wave

 South Africa’s performance scores on half of the conversion curve attributes have improved, except for Awareness during the current wave  ‘Consideration’ and ‘Plan to seek info’ have improved most since the past few waves  South Africa’s closure ratio has marginally improved during the current wave  South Africa’s rank for most of the key performance and personality attributes have improved since the past wave  ‘Wildlife Experience’ and ‘Historical & Cultural Experience’ have declined marginally  Among the key performance and personality attributes, ‘Authentic’, ‘Wildlife’ and ‘Welcoming’ are rated higher than their appeal  All the meta-perception performance scores have improved during this wave  Scores for ‘Stature’ and ‘Suitability’ are rated lower than the mean scores of all destinations for the current wave  ‘Trajectory’ has improved most, compared to the previous wave

SA Tourism BrandTracker

SOUTH AFRICA’S LONGITUDINAL PERFORMANCE

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67% 35% 36% 30% 4% 56% 45% 29% 44% 24% 29% 23% 20% 25% 50% 0% 75% 100% 6% 14% 24% Total Awareness Positivity Long-term Consideration Plan to Seek Info Short-term Consideration Sought Info Recently Have Visited Recently Recommen- dation 2005 67% 35% 36% 30% 14% 24% 6% 4% 2006 59% 30% 31% 28% 14% 23% 8% 5% 2007 58% 34% 30% 30% 17% 25% 11% 8% 2008 54% 32% 28% 30% 17% 25% 13% 9% 2009 57% 34% 29% 30% 17% 26% 13% 10% 2010 65% 42% 37% 39% 24% 35% 21% 15% 2011 64% 40% 34% 39% 24% 34% 21% 17% 2012 67% 45% 36% 42% 25% 36% 20% 15% 2013 70% 53% 41% 50% 32% 38% 29% 25% 2014 67% 48% 37% 43% 28% 36% 22% 17% 2015 67% 55% 42% 52% 36% 33% 28% 24% 2016 65% 53% 37% 51% 33% 35% 26% 22% 2017 60% 49% 32% 47% 28% 33% 26% 23% 2018 60% 47% 29% 45% 25% 33% 25% 21% 2019 56% 45% 29% 44% 24% 29% 23% 20% 2005-19

• 11%

10%

• 7%

14% 10% 5% 17% 16%

Brand Journey | Longitudinal Analysis of Conversion Curve in India

Acceptance Ratio: Ratio of % of travellers who plan to visit the destination in next 18 months to % of travellers who are aware of the destination Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Note: Feb’19 data has been used for the year 2019, results for 2016 to 2018 are based on Feb, Jun and Nov waves. Data from Feb and Nov waves has been merged for the years 2005, 2007 to 2015, while results for 2006 are based on Nov wave; Recommendation is calculated based on the respondents who have recently visited South Africa; Source: SAT Brand Tracker Data, 2005–19

Closure Ratio (2005: 1 in 4.13) Acceptance Ratio (2005: 1 in 4.64) (2019: 1 in 2.34) (2019: 1 in 1.24)

South Africa’s performance scores on all conversion curve attributes have improved during 2005-19, except for ‘Awareness’ and ‘Long-term Consideration’

2005 2019

South Africa's Conversion Curve: India, 2005-19

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Brand Knowledge | Key Emotional and Functional Attributes: India

Note: Feb’19 data has been used for the year 2019, results for 2016 to 2018 are based on Feb, Jun and Nov waves. Data from Feb and Nov waves has been merged for the years 2005, 2007 to 2015, while results for 2006 are based on Nov wave Source: SAT Brand Tracker Data, 2005–19

South Africa’s Scores on Emotional and Functional Attributes: India, 2005-19

5.43 6.09 4.85 5.69 5.40 5.51 5.84 5.67 6.25 6.20 6.15 6.18 6.12 6.24 6.29 6.25 2005 2019 Memorable Adventurous Breathtaking Enriching Variety Welcoming Wildlife Authentic 2005 5.67 5.84 5.51 5.40 5.69 4.85 6.09 5.43 2006 5.63 5.83 5.47 5.46 5.78 5.02 6.14 5.41 2007 5.85 5.89 5.61 5.55 5.82 5.34 6.11 5.59 2008 5.88 5.89 5.61 5.64 5.77 5.45 6.05 5.58 2009 5.69 5.86 5.57 5.49 5.69 5.26 5.98 5.54 2010 5.79 5.89 5.67 5.63 5.79 5.47 6.01 5.70 2011 5.82 5.93 5.73 5.68 5.79 5.53 6.05 5.72 2012 5.87 5.92 5.73 5.72 5.84 5.57 6.01 5.76 2013 6.02 6.15 5.96 5.93 6.00 5.83 6.14 5.94 2014 5.95 6.00 5.91 5.81 5.95 5.67 6.14 5.90 2015 6.19 6.21 6.18 6.14 6.20 6.11 6.26 6.14 2016 6.31 6.28 6.24 6.23 6.22 6.11 6.27 6.18 2017 6.25 6.30 6.23 6.23 6.22 6.13 6.28 6.18 2018 6.17 6.23 6.12 6.09 6.13 6.00 6.23 6.08 2019 6.25 6.29 6.24 6.12 6.18 6.15 6.20 6.25 2005-19 0.58 0.45 0.73 0.72 0.49 1.30 0.11 0.82

During 2005-19, South Africa’s performance on all key emotional and functional attributes have improved; ‘Welcoming’ has improved most

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Travel Behaviour and Receipts | Arrival and Tourism Receipts: India

Note: Feb’19 data has been used for the year 2019, results for 2016 to 2018 are based on Feb, Jun and Nov waves. Data from Feb and Nov waves has been merged for the years 2005, 2007 to 2015, while results for 2006 are based on Nov wave; spend figures are not available for 2016 to 2019; Total Arrival data is not available for 2018-19 Source: SAT Brand Tracker Data, 2005–19; Arrivals and Tourism Receipts data taken from Annual Tourism Performance Reports, South African Tourism website. Total Arrivals sourced from Appendix 1 Table B and Total Spend from Appendix 8. The Arrival and Tourism Spend figures has been calculated using old methodology for the years 2005 to 2009, after which the methodology was revised

South Africa's Travel Behaviour and Tourism Receipts: India, 2005-19

Average number of international leisure trips Average number of leisure visits to South Africa in past 5 years Average vacation Expenditures Total Arrivals Total Spend (in Mm, ZAR) 2005 2.21 1.61 INR 393,737 36,045 393 2006 2.27 1.40 INR 206,532 44,337 462 2007 3.38 1.92 INR 325,009 51,823 446 2008 3.27 2.20 INR 285,611 51,929 765 2009 2.88 1.77 INR 350,132 61,007 853 2010 3.21 1.97 INR 368,442 71,587 785 2011 3.08 1.69 INR 398,636 90,367 812 2012 3.23 1.96 INR 388,066 106,774 1,150 2013 2.97 1.47 INR 404,417 112,672 897 2014 3.33 1.48 INR 423,922 85,639 759 2015 3.89 1.96 INR 568,188 78,385 1,053 2016 3.86 1.90 INR 591,683 95,377

• 2017

4.28 1.97 INR 593,000 97,921

• 2018

4.43 1.96 INR 605,345

• 2019

4.57 2.08 INR 608,635

• 2005-19

2.36 0.47 INR 214,898 61,876 660

Total Arrivals Total Spend (In Mm, ZAR) Vacation expenditure

78,385 97,921 36,045 2005 2017 2015

608,635 393,737 Average international leisure trips Average leisure visits to South Africa

393 1,053

2.21 4.57 2.08 1.61

2005 2019

International leisure trips along with leisure visits to South Africa and vacation expenditure have improved during 2005-19

SA Tourism BrandTracker

BRAND KNOWLEDGE

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Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=278) (n=312) (n=140) (n=298) (n=303) Memorable 6 10 1 9 5 Adventurous 1 6 2 2 1 Offers a Wildlife Experience 1 2 2 1 1 Welcoming People You Can Interact With 5 8 5 8 4 Offers a Wide Variety of Experiences 4 4 5 8 3 Breath-taking 5 8 2 7 3 Enriching 5 8 4 9 7 A Very Authentic Travel Experience 3 9 2 8 3 Offers Excellent Value for the Money 4 5 1 6 8 Is a Safe & Secure Environment 4 9 8 7 8

South Africa Rank Versus All Destinations | Longitudinal

Based on a random selection of total aware of each country as an international destination for leisure purposes

Performance Ratings (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". Personality Ratings (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

South Africa Ranks Across Waves

Highest Rank Lowest Rank Significantly Above Average (at 95% confidence level) Significantly Below Average (at 95% confidence level) Top Desirable Performance and Personality Associations

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South Africa Performance Associations | Total

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Performance Associations

(based on random selection of total aware of South Africa) 6,19 6,04 6,08 6,14 6,07 6,22 6,08 6,14 6,08 6,17 6,11 6,02 6,14 6,10 5,86 6,04 6,13 5,94 6,09 6,08 6,07 6,15 6,20 6,02 6,02 6,01 6,15 5,88 6,11 6,09 6,01 6,31 6,12 6,09 6,01 6,14 6,09 6,00 6,18 6,12 5,96 6,11 6,14 5,97 6,04 6,08 6,01 6,09 6,29 6,09 5,97 6,17 6,19 6,08 6,25 6,18 6,05 6,16 6,10 6,16 6,12 6,20 6,04 6,15 6,18 2 3 4 5 6 7 Offers Opportunity to Experience the Natural Attraction(s) Has beautiful scenery Is a Safe & Secure Environment Is Easy to Get Around Offers a Wide Variety of Experiences Offers a Relaxation Experience to Break Away from Routine Offers Excellent Value for the Money Offers a Wildlife Experience Excellent Year-Round Travel Offers a Historical & Cultural Experience Welcoming People You Can Interact With A Very Authentic Travel Experience Offers a beach experience Nov-17 Feb-18 Nov-18 Jun-18 Feb-19 Mean Describes Very Well Does Not Describe at All

Nov-17: (n=278); Feb-18: (n=312); Jun-18: (n=140); Nov-18: (n=298); Feb-19: (n=303) February 2019

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South Africa Personality Associations | Total

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

6,14 6,13 6,17 6,20 6,20 6,13 6,09 6,18 6,21 6,07 6,08 6,11 6,16 6,21 6,06 6,10 6,05 6,02 6,19 6,10 6,33 6,24 6,24 6,26 6,16 6,12 6,12 6,15 6,04 6,16 6,21 6,24 6,11 6,05 6,08 6,10 6,26 6,17 6,25 6,28 6,29 6,24 6,12 6,14 6,28 2 3 4 5 6 7 Enriching Fun Friendly Memorable Exotic Exciting Adventurous Breath-taking Well-known Feb-18 Nov-17 Jun-18 Feb-19 Nov-18 Describes Very Well Does Not Describe at All Mean

Personality Associations

(based on random selection of total aware of South Africa)

Nov-17: (n=278); Feb-18: (n=312); Jun-18: (n=140); Nov-18: (n=298); Feb-19: (n=303) February 2019

SA Tourism BrandTracker

BRAND JOURNEY

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Total Awareness 7 7 7 7 8 Unaided Awareness 7 7 7 7 7 Positivity 7 7 7 7 8 Likely to Visit in Future 7 7 7 7 8 Likely to Seek Info 7 7 7 7 7 Uniqueness 6 6 5 6 6 Stature 6 6 6 7 7 Sought Info 7 7 6 7 7 Familiarity 7 7 7 7 8 Suitability 5 6 6 7 7 Likely to Visit in Next 18 Months 6 7 6 7 8 Closure Ratio 6 7 7 9 9 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18

South Africa Rank Versus All Destinations | Longitudinal

Based on all respondents:

South Africa Ranks Across Waves

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

Highest Rank Lowest Rank Significantly Above Average (at 95% confidence level) Significantly Below Average (at 95% confidence level)

SA Tourism BrandTracker

CONVERSION CURVE

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South Africa Longitudinal Conversion Curve | Total

Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa

South Africa Conversion Curve Across Waves — Total

0% 25% 50% 75% 100% Have Visited in Last 18 Months Total Awareness Have Gathered Information in Last 18 Months Likeability/ Positivity Recommendation Consideration Plan to Gather Information in Next 18 Months Plan to Visit in Next 18 Months Nov-17 Jun-18 Feb-18 Nov-18 Feb-19 Closure Ratio (1 in 1.12) (1 in 1.21) (1 in 1.46) (1 in 1.33) (1 in 1.24) Nov-17 (n=800) Feb-18 (n=800) Jun-18 (n=400) Nov-18 (n=800) Feb-19 (n=800) Nov-17 to Feb-19 56% 59% 65% 59% 56% 0% 44% 47% 51% 45% 45% 1% 30% 30% 32% 27% 29%

• 1%

42% 45% 48% 42% 44% 2% 25% 25% 28% 23% 24%

• 1%

28% 32% 37% 31% 29% 1% 25% 27% 25% 23% 23%

• 2%

21% 21% 22% 20% 20%

• 1%

SA Tourism BrandTracker

CONVERSION LEAKAGE ANALYSIS

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Media Channels

Preferred Channels1 among NOT AWARE Saw Marketing Communication for SA among AWARE Visited Not Visited Online news, articles, web pages, blogs, travel booking / review websites, etc. 77% 13% 16% Video streaming websites (YouTube, Vimeo, etc.) 75% 17% 15% Newspapers, Magazines, Travel magazines and booklets 72% 7% 9% Travel brochures/ posters from travel agents, tour

• perators, tourist information centre, etc.

72% 11% 9% Social networking websites (Facebook, Instagram, Snapchat, Twitter, etc.) 71% 16% 13% Mobile applications, News alerts via mobile feeds (using phone, tablet, mobile devices, etc.) 71% 11% 5% TV channels 69% 13% 19% Cinema 64% 7% 5% Radio channels 60% 6% 7%

Leakage at Stages of the Brand Journey | Media Channels

Based on all respondents: Feb-19: (n=800)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability Media Channels (Based on Q43a and Q10b): Impact of preferred media channels and saw marketing communication Note: 1Preferred channels for viewing travel and tourism related promotional material, and it is a rating question. All rating questions have been analysed using top 2 box approach. The million pax at different stages are calculated based on those who are aware of SA

Leakage and Media Channels

(based on all respondents)

A W A R E N E S S P O S I T I V I T Y C O N S I D E R A T I O N S O U G H T I N F O S H O R T - T E R M C O N S I D E R A T I O N

2 8 % 1 0 % 3 4 % Market Size (million pax)

0.80

6 7 % 1 8 %

0.35 mn 0.05 mn 0.04 mn 0.02 mn 0.01 mn N E V E R V I S I T E D

0.07 million pax 0.08 million pax 0.17 million pax 0.53 million pax 0.06 million pax 0.12 million pax

Points with Maximum Leakage Key Media Channels Most Viewed

(n=353) (n=192) (n=91) Leakage

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A W A R E N E S S P O S I T I V I T Y C O N S I D E R A T I O N S O U G H T I N F O S H O R T - T E R M C O N S I D E R A T I O N

0.07 million pax 0.08 million pax 0.17 million pax 0.53 million pax

2 8 %

0.06 million pax

1 0 % 3 4 %

0.12 million pax

Market Size (million pax)

0.80

1 8 %

0.35 mn

Leakage

0.05 mn 0.04 mn 0.02 mn 0.01 mn N E V E R V I S I T E D

Barriers

Concern about Health Risks 10% 12% 7% 15% Uncertain About Political Climate 8% 5% 9% 8% Concerns For My Personal Safety 8% 12% 6% 8% Too Expensive to Get There 8% 6% 8% 8% Too expensive once there 6% 5% 9%

• Another Destination Was More Appealing

14% 10% 17% 8% Don’t know anyone there 11% 8% 11% 15% Not a relaxing destination 10% 5% 5% 8% Too much time to get there 8% 6% 9% 8% Bad Climate 7% 8% 5% 15% Difficult to get a VISA 6% 8% 8%

• Nothing interesting to do there

5% 10% 5% 8% No particular reason 2% 4% 2%

• Leakage at Stages of the Brand Journey | Barriers

Based on all respondents: Feb-19: (n=800)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability Barriers (Based on Q34) Reasons for Not Visiting South Africa: Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply) Note: All market sizes are for the 'Never Visited' category in the market; All calculations have been done using absolute values, and not the rounded off values. The million pax at different stages are calculated based on those who are aware of SA, and the barriers are based on the leakages at different stages

Leakage and Barriers

(based on all respondents)

Safety Cost Other

(n=49) (n=61) (n=48) (n=4) Points with Maximum Leakage Key Barriers 2 5 4 3

Warning some bases below 75

6 7 %

SA Tourism BrandTracker

SOUTH AFRICA SNAPSHOT

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Total Awareness and Familiarity | Total

Aided (Q9): Which of the following countries have you heard of as an international destination for leisure purposes prior to this survey? (Select all that apply) Unaided (Q7): I would like to begin by asking you about international destinations for leisure purposes. By this we mean “foreign countries that you may consider visiting for leisure and enjoyment". When you think about “international destinations for leisure purposes", which countries come to mind? Top-of-Mind (Q7): First mention to unaided awareness question. Percent “Very Familiar” with Each Country (Q11): Of all respondents, the percentages who are “very familiar” with each as an international destination for leisure purposes.

Total Awareness and Familiarity

(based on all respondents) 0% 25% 50% 75% 100% 18% 19% 59% 60% 3% 56% Feb-19 56% 35% 2% Nov-18 38% 2% Jun-18 65% 42% 22% 1% Feb-18 37% 20% Nov-17 37% 4% 16% Percent Very Familiar With Exclusive Aided Awareness Top-of-Mind Awareness Exclusive Unaided Awareness

Based on all respondents Percent very familiar with

Total 32% 33% 36% 33% 34% (n=800) (n=800) (n=400) (n=800) (n=800)

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Total Awareness and Familiarity | By Segments

Aided (Q9): Which of the following countries have you heard of as an international destination for leisure purposes prior to this survey? (Select all that apply) Unaided (Q7): I would like to begin by asking you about international destinations for leisure purposes. By this we mean “foreign countries that you may consider visiting for leisure and enjoyment". When you think about “international destinations for leisure purposes", which countries come to mind? Top-of-Mind (Q7): First mention to unaided awareness question. Percent “Very Familiar” with Each Country (Q11): Of all respondents, the percentages who are “very familiar” with each as an international destination for leisure purposes.

Total Awareness and Familiarity

(based on all respondents) 0% 25% 50% 75% 100% 30% 48% 2% 59% 13% 52% Nov-17 Feb-18 34% 31% 40% 46% 3% 49% 4% 18% 2% Feb-18 Feb-19 42% Jun-18 3% 18% Nov-18 18% 38% 14% 46% 35% Feb-19 53% 3% 31% Nov-18 13% Nov-17 3% 11% 18% 36% 3% Feb-18 1% 26% 1% 14% Nov-18 Nov-17 Jun-18 2% 58% 13% 21% 4% 32% 26% 36% 67% Jun-18 2% 42% 24% 38% 37% 72% 49% 50% 60% 66% 74% 64% 65% Feb-19 Percent Very Familiar With Top-of-Mind Awareness Exclusive Unaided Awareness Exclusive Aided Awareness

Based on all respondents Percent very familiar with

Young Family Adventurers Social Explorers Seasoned Status Seekers 36% 29% 23% 31% 26% (n=120) (n=120) (n=60) (n=120) (n=120) 19% 23% 19% 25% 25% (n=280) (n=280) (n=140) (n=280) (n=280) 39% 41% 51% 40% 43% (n=400) (n=400) (n=200) (n=400) (n=400)

Warning some bases below 75

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Aided Advertising Brand Recall | Total

Aided Advertising Brand Recall (Q10): Which of the following international destinations for leisure purposes have you ever seen or heard travel information about? (By travel information we mean: advertisements on different media including social media, special offers, brochures, web-site information, articles, travel posters, television programs, etc.) (Select all that apply)

Aided Advertising Brand Recall

(based on all respondents) 41% 48% 51% 44% 41% 68% 71% 72% 68% 68% 0% 25% 50% 75% 100% Feb-19 Feb-18 Nov-17 Jun-18 Nov-18 Australia South Africa

Based on all respondents

Total (n=800) (n=800) (n=400) (n=800) (n=800)

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(n=400) (n=400) (n=200) (n=400) (n=400) (n=280) (n=280) (n=140) (n=280) (n=280) (n=120) (n=120) (n=60) (n=120) (n=120)

Aided Advertising Brand Recall | By Segments

Aided Advertising Brand Recall (Q10): Which of the following international destinations for leisure purposes have you ever seen or heard travel information about? (By travel information we mean: advertisements on different media including social media, special offers, brochures, web-site information, articles, travel posters, television programs, etc.) (Select all that apply)

Aided Advertising Brand Recall

(based on all respondents) 51% 36% 62% 38% 39% 33% 49% 40% 36% 33% 44% 50% 56% 50% 48% 78% 70% 78% 78% 66% 68% 75% 61% 66% 67% 74% 68% 69% 72% 0% 25% 50% 75% 100% Feb-18 Nov-18 Nov-17 Feb-18 Feb-19 Jun-18 Feb-19 Nov-17 Jun-18 Nov-18 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 58% South Africa Australia

Based on all respondents

Young Family Adventurers Social Explorers Seasoned Status Seekers

Warning some bases below 75

29 SAT - Feb-19 - India Market Report (n=330) (n=381) (n=204) (n=349)

Brand Media Channels

Based on aided advertising brand recall:

Brand Media Channels (Q10b): Where did you last see the marketing communication for the following international destination(s) for leisure purposes? (Single Select)

Media Channels for South Africa

(based on aided advertising brand recall) 7% 7% 9% 9% 11% 13% 14% 15% 16% 40% 20% 0% Social networking websites (Facebook, Instagram, Snapchat, Twitter, etc.) Travel brochures/ posters from travel agents, tour operators, tourist information centre, etc. Video streaming websites (YouTube, Vimeo, etc.) Mobile applications, News alerts via mobile feeds (using phone, tablet, mobile devices, etc.) Online news, articles, web pages, blogs, travel booking / review websites, etc. TV channels Newspapers, Magazines, Travel magazines and booklets Other 0.3% Cinema Radio channels 10% 10% 12% 10% 13% 13% 14% 13% 14% 17% 17% 16% 10% 16% 13% 13% 13% 11% 11% 12% 10% 9% 12% 9% 12% 8% 12% 11% 8% 9% 6% 7% 9% 7% 4% 9% 0% 0.3% 0% 0% Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=329)

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38% 39% 37% 35% 39% 36% 33% 39% 39% 39% 34% 38% 34% 33% 30% 34% 40% 33% 32% 35% 35% 29% 25% 37% 34% 29% 24% 31% 35% 32% 33% 34% 33% 29% 28% 28% 32% 30% 27% 26% 31% 25% 28% 22% 33% 26% 22% 24% 26% 21% 18% 21% 25% 25% 20% 26% 34% 27% 24% 28% 27% 26% 20% 26% 0% 0% 0% 0%

Sources of Awareness

Based on respondents who were aware of South Africa as a leisure travel destination:

Sources of Awareness (Q33a/b): How did you FIRST become aware of South Africa as a leisure destination? (Select all that apply). Please rank the order in which each of these sources contributed to you FIRST becoming aware of South Africa as a leisure destination. (Please select one response per column)

How Did You First Become Aware of South Africa as a Leisure Travel Destination

13% 10% 13% 8% 6% 5% 7% 6% 6% 5% 5% 60% 20% 0% 40% 38% 43% 27% Read a magazine/newspaper article describing South Africa 29% 33% 30% 33% Recommended by a friend/colleague/family member Read an article on a website describing South Africa Read about or saw photos of South Africa on community sites Went for a specific recreational purpose (e.g., scuba diving, trekking, safari, golfing, sailing etc.) Went for a specific event (e.g., wedding, concert, sports etc.) Visited a friend/family member who stays in South Africa Informed by travel agent or South Africa was part of a travel package 4% 3% 25% 23% Airline advertised the location 2% 4% 26% 23% 22% Saw an advertisement on TV Saw locations of South Africa in a movie/TV Show 35% Used a search Engine Other 0.2% Had previously visited South Africa for business 20% 4% Saw an advertisement at the cinema 34% Read about South Africa in a travel book/travel magazine Saw an advertisement in a magazine/newspaper 34% Total Mentions First Mention

(n=449) (n=475) (n=259) (n=474)

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=447)

31 SAT - Feb-19 - India Market Report

Nov-17: (n=241); Feb-18: (n=241); Jun-18: (n=128); Nov-18: (n=216); Feb-19: (n=232)

South Africa Considerers | Who Also Consider Other Destinations

Based on Those Who Consider Visiting the Destination:

* Percent of people who consider South Africa also consider Destination listed in chart

Percent of South Africa Considerers Who Also Consider Other Destinations*

51% 70% 63% 51% 52% 38% 39% 39% 29% 51% 64% 61% 47% 59% 37% 41% 37% 29% 58% 69% 68% 57% 57% 40% 48% 39% 30% 55% 68% 62% 54% 62% 37% 46% 38% 31% 70% 66% 66% 61% 57% 53% 50% 41% 39% 0% 25% 50% 75% 100% Australia Switzerland USA France UK Brazil Italy Egypt Kenya Nov-17 Jun-18 Feb-18 Nov-18 Feb-19

32 SAT - Feb-19 - India Market Report

Nov-17 (n=108) (n=185) (n=199) (n=242) (n=320) (n=397) (n=428) (n=348) (n=423) Feb-18 (n=126) (n=183) (n=205) (n=252) (n=299) (n=389) (n=426) (n=394) (n=458) Jun-18 (n=56) (n=95) (n=95) (n=133) (n=175) (n=209) (n=223) (n=203) (n=226) Nov-18 (n=117) (n=172) (n=209) (n=282) (n=340) (n=411) (n=429) (n=384) (n=427) Feb-19 (n=134) (n=174) (n=253) (n=271) (n=340) (n=425) (n=427) (n=386) (n=452)

Other Destination Considerers | Who Also Consider South Africa

Based on Those Who Also Consider Visiting South Africa

* Percent of people who consider Destination listed in chart also consider South Africa

Percent of Other Destination Considerers Who Also Consider South Africa*

66% 50% 46% 39% 38% 31% 39% 36% 36% 55% 49% 44% 40% 38% 32% 36% 36% 32% 70% 53% 54% 46% 42% 35% 39% 36% 38% 56% 47% 38% 35% 34% 29% 34% 35% 31% 67% 55% 49% 42% 41% 38% 36% 34% 34% 0% 25% 50% 75% 100% UK Brazil Kenya Italy Egypt France USA Switzerland Australia Feb-18 Nov-18 Nov-17 Jun-18 Feb-19

Warning some bases below 75

33 SAT - Feb-19 - India Market Report

Meta-perceptions Snapshot

Based on a random selection of all respondents who are total aware of South Africa as an international leisure destination: Nov-17: (n=374); Feb-18: (n=405); Jun-18: (n=200); Nov-18: (n=386); Feb-19: (n=370)

Mean: The average rating for all destinations on this measure in within the market Stature (Q24): To what extent do you think each of the following is “One of the Best or Worst Destinations for Leisure Purposes” using a 1–7 scale where 1 means “One of the Worst International Destinations for Leisure Purposes” and 7 means “One of the Best International Destinations for Leisure Purposes"? Uniqueness (Q26): Some international destinations for leisure purposes are more unique and distinctive in terms of the overall travel experience they offer. Please rate each international destination according to how unique and distinctive you think the leisure travel experience is using a 1–7 scale where 1 means “Not Unique or Distinctive” and 7 means “Very Unique and Distinctive". Affordability (Q27): Some international destinations for leisure purposes are more affordable than others and some are less affordable. Please rate each of the following international destinations according to how affordable you believe it is (including airfare) using a 1–7 scale where 1 means “Not at All Affordable” and a 7 means “Very Affordable". Suitability (Q25): Some international destinations for leisure purposes meet the needs of many different types of leisure travellers (i.e., travellers seeking relaxation, travellers seeking a cultural experience, travellers seeking adventure, etc.), while others are suitable for only specific types of leisure travellers. Rate each of the following international destinations according to its suitability for you as a leisure traveller. Rate each using a 1–7 scale where 1 means “Less Suitable for Many Types” and 7 means “More Suitable for Many Types". Trajectory (Q28): Some international destinations for leisure purposes are growing in popularity while others are not. Please rate each of the following international destinations for leisure purposes according to your belief that it is growing in popularity. Using a 1–7 scale where a 1 means “Declining Reputation” and 7 means “Improving Reputation".

Meta-perceptions

(based on a random selection of all respondents who are total aware of South Africa as an international leisure destination) Nov-17 Jun-18 Feb-18 Nov-18 Feb-19 6,07 6,17 6,19 6,09 6,19 6,00 6,02 6,03 5,94 5,98 6,03 6,07 6,26 5,84 6,01 6,04 6,04 6,14 5,97 6,09 6,14 6,18 6,21 6,07 6,14 2 3 4 5 6 7 Stature Uniqueness Trajectory Affordability Suitability Mean

February 2019

SA Tourism BrandTracker

PAST TRAVEL BEHAVIOUR

35 SAT - Feb-19 - India Market Report (n=800) (n=800) (n=400) (n=800)

Information Sources | All Destinations

Based on all respondents:

Information Sources (Q16d/c): Which of the following sources of information have you used/ came across to obtain leisure travel information about each of these countries in the last 18 months? (Select all that apply). Which of the following was the most useful source of information that you used/ came across to seek leisure travel information about these countries? (Single Select)

Sources of Travel Information

(based on all respondents) 60% 100% 20% 40% 0% 80% 14% Searched for information about an event taking place in the country 18% Read about the location in a travel book/travel magazine 70% 19% 19% 74% 13% Visited the country’s website 85% Read about or saw photos of the country on community sites 72% Saw locations of the country in a movie/ TV show Used a search engine Airline advertised the location 62% 74% Informed by travel agent or the location was part of a travel package 16% 71% Read about the country in a travel brochure 1% 16% From an advertisement on TV 13% 68% 70% Saw an advertisement at the cinema Other From an advertisement in a magazine/newspaper Read an article on a website describing the country 17% Was visiting a friend/family member who stays in that country 17% 7% 70% 62% 18% Read a magazine/newspaper article describing the country 73% 17% 73% 18% 18% 74% Recommended by a friend/colleague/family member 78% 81% 21% Searched for information about a recreation activity 24% 86% 24%

Total Mentions Most Useful Source

89% 91% 84% 89% 86% 95% 83% 92% 81% 75% 79% 83% 77% 82% 77% 79% 79% 79% 78% 78% 76% 81% 74% 77% 81% 80% 68% 81% 73% 76% 68% 76% 73% 85% 67% 72% 73% 78% 67% 75% 79% 78% 70% 80% 66% 73% 68% 74% 72% 73% 77% 74% 71% 76% 65% 76% 68% 72% 62% 69% 64% 66% 58% 65% 63% 62% 59% 63% 9% 8% 5% 6% Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=800)

36 SAT - Feb-19 - India Market Report

Reasons for Leisure Visits | Total

Based on all respondents who have visited at least one of the travel destinations in the past 5 years of all respondents)

Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave

Reasons for Considering a Leisure Destination

(based on all respondents who have visited at least one of the travel destinations in the past 5 years) 32% 35% 36% 38% 39% 40% 41% 41% 42% 42% 43% 45% 45% 47% 47% 49% 60% 20% 40% 0% Saw an advertisement in a magazine/ newspaper Saw an advertisement on TV Airline advertised the location Other Read about or saw photos of the country on community sites Went for a specific recreational purpose Read a magazine/ newspaper article describing the country Read about the location in a travel book/ travel magazine Saw locations of the country in a movie/ TV show Recommended by a friend/colleague/family member Was visiting a friend/family member who stays in that country Read an article on a website describing the country Saw an advertisement at the cinema 0.1% Informed by travel agent or the location was part of a travel package Went for a specific event Have previously visited this country for Business Have previously visited this country for vacation or visiting friends and family 57% 57% 51% 55% 50% 49% 46% 49% 52% 48% 45% 49% 51% 48% 45% 46% 46% 51% 40% 51%

• 52%

51% 45% 50% 42% 45% 42% 43% 47% 49% 43% 47% 42% 44% 41% 44% 46% 47% 40% 45% 43% 44% 39% 43% 38% 41% 37% 39% 43% 44% 38% 44% 37% 37% 33% 33% 36% 37% 33% 39% 1% 0.4% 0.3% 0.3%

(n=789; 99%

(n=727) (n=766) (n=376) (n=743)

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

SA Tourism BrandTracker

GENERAL TRAVEL BEHAVIOUR

38 SAT - Feb-19 - India Market Report

Number of People on Typical International Leisure Visit

(based on all respondents)

Average Number of International Trips per Year

(based on all respondents)

Travel Habits | Number of Trips and Individuals

Based on all respondents:

Number of Trips (Q45a): On average, how many international trips for leisure purposes do you take every year requiring a plane ride of 5 or more hours? Number of Individuals (Q45b): When you travel internationally for leisure, who do you usually travel with?

17% 6% 23% 7 or More 6 5 13% 4 13% 3 19% 2 1 9% 14% 23% 18% 41% 4% I Travel with an Organized Tour I Travel Alone I Travel with My Family I Travel as a Couple I Travel with Friend(s)

Average: Trips

4.6

Feb-19: (n=800)

39 SAT - Feb-19 - India Market Report

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

Preferred Time for Travel

Based on respondents who travelled for leisure purposes in the last 5 years:

Month of travel (Q12a_2): Please select the month of travel for your most recent international trip for leisure purposes? (Choose one)

Month of Recent International Trip for Leisure Purposes

(based on respondents who travelled for leisure purposes in the last 5 years) 3% 12% 8% 4% 3% 4% 7%

December

9% 4% 11%

September

7% 9% 13%

November

3% 4% 7% 4%

August

10% 4% 3% 8%

October

8% 9%

July

3% 5% 8%

June

7% 13% 8% 9% 10%

May

11% 17% 8% 8% 6% 6%

March

10% 19% 12% 15%

February

13% 6% 9% 6% 20% 7% 13% 6%

January

17% 13% 6% 10% 5% 4% 16%

April

3% 3% 5% 14% Jun-18 Nov-17 Feb-18 Feb-19 Nov-18

40 SAT - Feb-19 - India Market Report

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

Planning and Finalizing the Trip

Based on respondents who travelled for leisure purposes in the last 5 years:

Planning the Trip (Q12a_3): Thinking back to the time when you were planning for this trip, how many months before the trip did you start thinking about the destination for the trip? (Choose one) Finalizing the Trip (Q12a_4): Thinking back to the time when you were finalizing the trip, how many months before the trip did you decide the destination for this trip? (Choose one) Note: Intervals for the question have been updated starting Feb-19 wave. For past waves the intervals are to be read as - Less than a month before the trip, 1 to 2 months before the trip, 3 months before the trip, and More than 3 months before the trip respectively

Plan and Finalize an International Trip for Leisure Purposes

(based on respondents who travelled for leisure purposes in the last 5 years) 21% 16% 14% 16% 18% 56% 62% 64% 64% 44% 14% 16% 16% 13% 27% 9% 6% 7% 7% 10% Feb-18 Jun-18 Feb-19 1% Nov-18 Nov-17 49% 35% 44% 40% 45% 41% 56% 48% 54% 43% 7% 7% 5% 5% 9% 3% 3% 3% 2% 2% Feb-18 0.4% Nov-18 Feb-19 Nov-17 Jun-18 More than 6 months before the trip 1 to 2 months before the trip Less than a month before the trip 3 to 6 months before the trip 2 to 3 months before the trip

Start planning about the destination Finalize the destination

41 SAT - Feb-19 - India Market Report

Role of Media Channels (1/2)

Based on all respondents:

Role of Media Channels at different stages (Q12d): For your most recent trip, which of the following sources did you use at different stages of the trip? (Choose all that apply) Note: A few attributes have been included in the question starting Feb-19 wave

Role of Media Channels at Different Stages of International Leisure Trip

(based on all respondents) 0% 25% 50% 75% 100% 41% 43% 0.1% 1% 0.1% None 1% 1% 1% 0.3% Other 1% Travel Books/ Magazines 32% 1% 0.3% Website of the airline/hotel 43% 41% 47% Online news, articles, blogs, etc. 41% 54% 48% 48% 52% Online travel aggregators 43% 50% 55% 48% 50% Travel review websites 46% 52% 56% 58% 57% 53% 53% 53% 47% 52% 52% 46% 46% Social media/ instant messaging services 51% 53% Travel agent/tour

• perators

46% 47% Friends/family 49% 50% Website of the country’s tourism board 55% 61% 59% 51% 46% 51% Feb-19 Nov-18 Nov-17 Jun-18 Feb-18 0% 25% 50% 75% 100% 47% Online travel aggregators 60% 48% 45% 48% 51% 57% 57% 42% 53% Travel review websites 0.4% 21% 33% 1% 48% 49% Other 47% 0.3% Travel Books/ Magazines Website of the airline/hotel 41% 1%

Social media/ instant messaging services

Website of the country’s tourism board 39% 1% Travel agent/tour

• perators

27% 0% 37% 37% 30% 1% None 1% 1% 1% Online news, articles, blogs, etc. 31% Friends/family 33% 46% 37%

While Selecting The Destination While Making Travel Bookings

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

42 SAT - Feb-19 - India Market Report

Role of Media Channels (2/2)

Based on all respondents:

Role of Media Channels at different stages (Q12d): For your most recent trip, which of the following sources did you use at different stages of the trip? (Choose all that apply) Note: A few attributes have been included in the question starting Feb-19 wave

Role of Media Channels at Different Stages of International Leisure Trip

(based on all respondents) 0% 25% 50% 75% 100% 71% 37% 0.3% 38% Other 67% None 1% 48% 1% 75% Website of the country’s tourism board Online news, articles, blogs, etc. 37% 0% 2% 40% 35% 3% 4% 3% 1% 0.4% 51% 52% Travel review websites 64% Website of the airline/hotel Online travel aggregators 41% Travel agent/tour

• perators

45% 66% 68% 49% 64% Friends/family 46% Social media/ instant messaging services 70% Nov-17 Feb-19 Feb-18 Jun-18 Nov-18 0% 25% 50% 75% 100% None 3% 1% Travel agent/tour

• perators

Online news, articles, blogs, etc. 57% 62% 2% 1% 1% 3% 2% Other 0% 0% 1% 20% 33% 62% 60% Website of the country’s tourism board 35% Website of the airline/hotel 35% Online travel aggregators 41% Travel review websites 58% Friends/family 46% 44% 40% 41% 45% 41% 45% 55%

Social media/ instant messaging services

61% 60%

Share Experiences During The Trip Share Experiences Post Trip

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

43 SAT - Feb-19 - India Market Report (n=800) (n=800) (n=400) (n=800)

73% 71% 72% 75% 68% 70% 63% 70% 66% 66% 64% 65% 71% 69% 70% 74% 69% 69% 66% 68% 66% 69% 62% 65% 68% 69% 63% 68% 63% 61% 52% 57% 54% 56% 50% 53%

Preferred Media Channel

Based on all respondents:

Preferred media channels (Q43a): To what extent do you prefer the following channels for travel and tourism related promotional material? Please answer on a scale of 1 to 7 where 1 means ‘Not at All Preferred’ and 7 means ‘Highly Preferred’ (Percent rating of 6 or 7 on a 1–7 scale)

Preferred Media Channel

(based on all respondents) 76% 76% 72% 72% 71% 71% 70% 65% 57% 0% 20% 40% 60% 80% Mobile applications, News alerts via mobile feeds (using phone, tablet, mobile devices, etc.) Social networking websites (Facebook, Instagram, Snapchat, Twitter, etc.) Online news, articles, web pages, blogs, travel booking / review websites, etc. Video streaming websites (YouTube, Vimeo, etc.) Newspapers, Magazines, Travel magazines and booklets Travel brochures/ posters from travel agents, tour operators, tourist information centre, etc. TV channels Cinema Radio channels

(n=800)

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

44 SAT - Feb-19 - India Market Report

Travel Attitudes | Total

Based on all respondents

Travel Attitudes (Q44a): To what extent do you agree or disagree with the following statements? (Strongly Agree, Agree Somewhat, Disagree Somewhat, Strongly Disagree)

Travel Attitudes: Total Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (Percent Strongly Agree) (n=800) (n=800) (n=400) (n=800) (n=800) Travel Attitudes: Aspirations Some of my most important life goals involve travel experiences I want to have 45% 47% 46% 44% 50% I expect to travel internationally more in the future than I do now 49% 47% 46% 48% 50% Travel Attitudes: Adoption I am one of the first people I know to try something new 46% 46% 40% 47% 52% I find change exciting 47% 49% 45% 50% 51% Once I find something I like I tend to stick with it 43% 38% 36% 36% 36% Travel Attitudes: Barriers I would prefer visiting a country that is promoting eco-friendly policies 45% 42% 42% 44% 47% I would spend more money to travel to a destination that I know is safe 46% 46% 38% 49% 47% Traveling internationally is a luxury 46% 46% 41% 47% 46% The threat of global terrorism affects where I consider traveling internationally 42% 39% 38% 41% 40% I would rather visit a country that I am familiar with, as a tourist, than experiment by visiting a place that I am not familiar with 39% 37% 32% 38% 37% I worry about how I may be treated in foreign countries due to my country’s policies 39% 37% 32% 35% 34% Travel Attitudes: Economics I invest more of my extra money in my home than I used to 38% 40% 35% 40% 40% I am now more likely to save money than to use it to travel internationally 40% 37% 34% 37% 40% I am spending less money on travel in favor of other forms of entertainment (eating out, movies, amusement parks, etc.) 36% 35% 30% 34% 33% Travel Attitudes: Time & Distance I am taking shorter, more frequent trips than I used to 38% 39% 33% 37% 39% I dont mind increasing my travel time for a cheaper airfare 40% 39% 35% 37% 39% I am traveling closer to home than I used to 35% 36% 33% 35% 38% Travel Attitudes: Travel Behavior I prefer group tours for my long distance international trips 41% 39% 35% 40% 40% I purchase travel packages that include airfare and hotel as one price for my short distance trips 41% 38% 39% 40% 39%

SA Tourism BrandTracker

SOUTH AFRICAN TRAVEL

46 SAT - Feb-19 - India Market Report (n=226) (n=256) (n=147) (n=249)

42% 37% 40% 45% 41% 46% 46% 40% 51% 44% 48% 49% 39% 30% 27% 37% 35% 36% 29% 29% 35% 43% 22% 32% 35% 36% 36% 33% 37% 40% 24% 29% 38% 34% 37% 38% 37% 30% 29% 31% 33% 29% 20% 29% 40% 39% 23% 33% 31% 37% 33% 28% 31% 34% 31% 34% 32% 36% 27% 35% 28% 27% 18% 27% 30% 23% 18% 26% 4% 3% 1% 2%

Information Sources | South Africa

Based on respondents who have sought leisure travel information on South Africa in the past 18 months of all respondents)

Information Sources (Q16d/c): Which of the following sources of information have you used/ came across to obtain leisure travel information about each of these countries in the last 18 months? (Select all that apply). Which of the following was the most useful source of information that you used/ came across to seek leisure travel information about these countries? (Single Select)

Sources of Travel Information

(based on those who have sought leisure travel information on South Africa in the past 18 months) 60% 20% 0% 40% Saw an advertisement at the cinema 28% 29% Read an article on a website describing the country 0.4% 23% 3% Airline advertised the location 4% 5% Informed by travel agent or the location was part of a travel package 30% 4% From an advertisement on TV 31% 5% 32% From an advertisement in a magazine/ newspaper 7% 37% Read about the location in a travel book/ travel magazine Saw locations of the country in a movie/ TV show Read about or saw photos of the country on community sites 4% 31% 31% 5% 35% 36% Read a magazine/ newspaper article describing the country Searched for information about an event taking place in a country 7% Visited the country’s website 7% Read about the country in a travel brochure 7% 6% 7% Others 31% 38% 6% 7% 43% Used a search engine Was visiting a friend/family member who stays in that country 41% 12% 33% Recommended by a friend/colleague/family member 4% Searched for information about a recreation activity 46% Total Mentions Most Useful Source

(n=229; 29%

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

47 SAT - Feb-19 - India Market Report

Reasons for Visiting South Africa for Leisure

Based on those who have visited South Africa for leisure in the past 5 years

• f all respondents)

Reasons for Visiting South Africa (Q35a): Why did you choose to visit South Africa as a destination for leisure purposes? (Select all that apply)

Reasons for Visiting South Africa

(based on those who have visited South Africa for leisure in the past 5 years) 52% 45% 41% 41% 36% 35% 33% 32% 31% 28% 25% 24% 23% 22% 22% 21% 19% 16% 0% 20% 40% 60% Friendly people Fulfill a dream Warm climate Beautiful scenery Other Go on safari Good value for money Engage in a variety of activities Experience a different culture For the food and wine My friends/family recommended it See the change since Apartheid/see historic sites Visit friends/relatives To attend any specific event (e.g., wedding, concert, sports etc.) Saw a special offer Combined with a business trip My travel agent recommended it Went as part of a tour group Someone else chose the destination 0% 45% 43% 39% 49% 45% 39% 38% 41% 43% 36% 37% 45% 42% 34% 29% 36% 32% 31% 29% 30% 33% 30% 32% 35% 34% 30% 29% 29% 32% 32% 39% 28% 29% 25% 24% 28% 32% 25% 20% 31% 25% 24% 19% 24% 24% 23% 18% 19% 20% 20% 14% 15% 29% 25% 24% 21% 23% 27% 20% 21% 29% 20% 22% 26% 22% 23% 16% 20% 22% 20% 14% 17% 0% 0.3% 0% 0.4% Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=265) (n=313) (n=148) (n=269)

(n=274;34%

48 SAT - Feb-19 - India Market Report (n=99) (n=84) (n=60) (n=94)

46% 51% 57% 53% 46% 38% 35% 37% 48% 54% 45% 47% 45% 49% 55% 49% 47% 35% 37% 43% 51% 31% 22% 33% 28% 27% 32% 18% 37% 32% 32% 33% 29% 27% 35% 16% 39% 29% 23% 32% 28% 30% 27% 22% 32% 12% 25% 24% 34% 11% 20% 20% 33% 19% 18% 17% 31% 14% 20% 24% 27% 25% 17% 30% 0% 0% 0% 1%

Reasons for Interest in South Africa

Based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure

• f all respondents)

Interest in South Africa (Q42): Why are you interested in visiting South Africa for leisure purposes in the future? (Select all that apply) Note: The sequence of the attributes is consistent with the reasons for visiting (previous slide), to allows better comparison across attributes

Reasons for Interest in Leisure Visit to South Africa in the Future

(based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure) 40% 0% 60% 20% Go on safari Engage in a variety of activities Good value for money My friends/family recommended it My travel agent recommended it To see the scenery/beauty Experience a different culture Friendly people 20% Other To attend any scheduled event (e.g., wedding, concert, sports etc.) Warm climate Fulfill a dream For the food and wine 18% 37% See the change since Apartheid/see historic sites Visit friends/relatives Saw a special offer 21% Combined with a business trip 32% 56% 54% 41% 41% 30% 29% 30% 13% 20% 27% 0% 20%

Warning some bases below 75 (n=82;10%

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

49 SAT - Feb-19 - India Market Report

Reasons for Not Visiting South Africa for Leisure in Past 5 Years

Based on those who have not visited South Africa in the past 5 years for either business or pleasure of all respondents)

Reasons for Not Visiting South Africa (Q34): Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply)

Reasons for Not Visiting South Africa

(based on those who have not visited South Africa in the past 5 years for either business or pleasure) 1% 7% 16% 18% 18% 20% 22% 23% 23% 23% 25% 25% 29% 38% 20% 40% 0% Too much time to get there Too expensive to get there Other Not a relaxing destination Nothing interesting to do there Uncertain about political climate/civil unrest Too expensive once there Bad climate/weather No particular reason Another destination was more appealing Concern about health risks Don’t know anyone there Concerns for my personal safety Difficult to get a visa 34% 29% 35% 36% 30% 25% 20% 29% 34% 31% 30% 25% 17% 14% 14% 20% 21% 20% 18% 22% 28% 22% 12% 22% 29% 21% 20% 20% 28% 20% 24% 24% 26% 17% 13% 21% 29% 22% 18% 21% 18% 15% 10% 21% 19% 23% 13% 13% 5% 6% 7% 6% 0% 2% 1% 0.5%

(n=184) (n=162) (n=111) (n=205)

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=173;22%

50 SAT - Feb-19 - India Market Report (n=23) (n=27) (n=10) (n=19)

Reasons for Not Recommending

Based on those who have visited South Africa in the past 5 years for either business or pleasure, but do not recommend it to family and friends

• f all respondents)

Reasons for Not Recommending (Q33): Why wouldn’t you recommend South Africa as a destination for leisure purposes to your family and friends? (Select all that apply)

Reasons for Not Recommending South Africa

(based on those who have visited South Africa in the past 5 years for either business or pleasure but do not recommend it) 0% 20% 40% Concern about health risks Concerns for my personal safety 0% Too expensive once there 7% Difficult to get the visa for South Africa 21% Bad climate/weather Uncertain about political climate/civil unrest 36% Not a relaxing destination 21% Too “touristy” Too expensive to get there Too much time to get there 29% 29% Nothing interesting to do there Not an authentic African experience Don’t know anyone there Other 36% 29% 29% 29% 29% 21% 0%

Warning some bases below 75

30% 26% 60% 32% 30% 19% 0% 32% 39% 30% 30% 32% 39% 37% 30% 32% 30% 30% 50% 21% 26% 37% 10% 16% 30% 22% 40% 21% 26% 30% 40% 58% 35% 26% 20% 11% 30% 30% 20% 37% 35% 11% 40% 21% 17% 4% 10% 26% 26% 26% 20% 16% 0% 4% 0% 0%

(n=14;2%

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

51 SAT - Feb-19 - India Market Report (n=65) (n=53) (n=38) (n=82)

23% 26% 18% 23% 18% 25% 21% 18% 29% 40% 32% 22% 22% 23% 24% 29% 23% 19% 8% 23% 25% 19% 21% 22% 23% 15% 18% 20% 25% 26% 29% 34% 14% 13% 11% 23% 12% 21% 21% 23% 3% 0% 0% 0%

Rejecting a Leisure Destination

Based on respondents who have visited South Africa for leisure in past 5 years or have sought info but have no intent to visit in the future of all respondents)

Reasons for Rejection (Q16e): After seeking information about this country, why are you no longer planning to visit this country for leisure travel? (Select all that apply)

Reasons for Rejecting a Destination After Researching It

(based on those who have visited South Africa for leisure in past 5 years or have sought information on South Africa but have no intent to visit in the future) 1% 9% 15% 15% 18% 19% 22% 25% 30% 33% 34% 40% 20% 0% Other Nothing interesting to do there Not a relaxing destination General issues of safety Concerns for my personal safety Difficulty in getting a visa Too much time to get there Too expensive to get there Bad climate / weather Don’t know anyone there Too expensive once there

Warning some bases below 75

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=67;8%

52 SAT - Feb-19 - India Market Report

41% 46% 32% 45% 42% 44% 30% 41% 50% 41% 49% 52% 39% 38% 31% 42% 38% 32% 35% 34% 35% 36% 32% 39% 38% 37% 24% 32% 0% 0% 0% 0% 2% 2% 0% 1%

(n=208) (n=234) (n=131) (n=258)

Encourages Future Visitation

Based on those who have not visited South Africa in the past 5 years and do not intend to in the future of all respondents)

Encourage Visitation (Q40): What, if anything, would encourage you to visit South Africa for leisure purposes in the future? (Select all that apply) * Have not been in the last five years

Encourage Visitation to South Africa

(based on those who have not visited South Africa for leisure in the past 5 years and do not intend to in the future) 60% 0% 40% 20% Special offer on flights 36% 39% 44% Other 0% 1% If South Africa hosts any specific event Special offer on hotels 50% Nothing would make me want to return Chance to explore ’off the beaten path’ 50% Use South Africa as a base to visit surrounding countries Special offer on safari 32% See friends/family 38%

(n=215; 27%

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

SA Tourism BrandTracker

APPENDIX

SA Tourism BrandTracker

METHODOLOGY

55 SAT - Feb-19 - India Market Report

Methodology | Objectives and Approach

The objective of this report is to explain leisure travel patterns and preferences among those travellers who are able to afford a leisure trip to South Africa  To measure perceptions of South Africa as an international leisure destination Respondents were screened to assure that they met the appropriate screening criteria Pre-recruit likely travellers using double opt-in panels (respondent chooses to be part of the panel and then chooses to participate in the survey) 800 respondents were interviewed between February 6th, 2019 and March 18th, 2019 Data Collection Approach Objectives

56 SAT - Feb-19 - India Market Report

Caveats in Longitudinal Comparison of Data

 The study has been introduced to the respondents as “International destination for leisure purposes”  The study took the respondent 25–30 minutes (avg.) Data Collection Approach Caveats to Consider While Longitudinally Comparing the Different Waves

Screening Criteria Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Age

18–65 yrs 18–65 yrs 18–65 yrs 18–65 yrs 18–65 yrs

Income

INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above

Kids

No screening criteria No screening criteria No screening criteria No screening criteria No screening criteria

Regions Travelled

Must have travelled outside Asia AND the Middle East (i.e. The UAE, Bahrain and Qatar) in the past 2 years Must have travelled outside Asia AND the Middle East (i.e. The UAE, Bahrain and Qatar) in the past 2 years Must have travelled outside Asia AND the Middle East (i.e. The UAE, Bahrain and Qatar) in the past 2 years Must have travelled outside Asia AND the Middle East (i.e. The UAE, Bahrain and Qatar) in the past 2 years Must have travelled outside Asia AND the Middle East (i.e. The UAE, Bahrain and Qatar) in the past 2 years

Residency & Citizenship

Must be a citizen of India and must currently stay in India for more than 10 months in a year Must be a citizen of India and must currently stay in India for more than 10 months in a year Must be a citizen of India and must currently stay in India for more than 10 months in a year Must be a citizen of India and must currently stay in India for more than 10 months in a year Must be a citizen of India and must currently stay in India for more than 10 months in a year

Region of Residence

Must reside in the regions of Greater and Navi Mumbai, Delhi- NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune Must reside in the regions of Greater and Navi Mumbai, Delhi- NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune Must reside in the regions of Greater and Navi Mumbai, Delhi- NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune Must reside in the regions of Greater and Navi Mumbai, Delhi- NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune Must reside in the regions of Greater and Navi Mumbai, Delhi- NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune

SA Tourism BrandTracker

CONVERSION LEAKAGE ANALYSIS

58 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Total (1/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) Unaided Awareness 19% 23% 23% 21% 21% 49% 51% 53% 48% 47% 14% 17% 14% 13% 14% Aided Awareness 37% 37% 42% 38% 35% 34% 33% 33% 35% 38% 37% 31% 40% 37% 33% Total Awareness 56% 59% 65% 59% 56% 83% 84% 86% 83% 85% 51% 48% 54% 50% 47% ↓ Leakage 12% 12% 14% 14% 11% 15% 15% 15% 15% 13% 12% 15% 15% 14% 11% Likeability 44% 47% 51% 45% 45% 68% 69% 71% 68% 72% 39% 33% 39% 36% 36% ↓ Leakage 14% 17% 19% 18% 16% 14% 16% 15% 14% 19% 16% 10% 15% 14% 14% Consideration 30% 30% 32% 27% 29% 54% 53% 56% 54% 53% 23% 23% 24% 22% 22% ↓ Leakage

• 12%
• 15%
• 16%
• 15%
• 15%
• 10%
• 14%
• 14%
• 12%
• 17%
• 16%
• 11%
• 15%
• 13%
• 11%

Plan to Gather Information in Next 18 Months 42% 45% 48% 42% 44% 64% 67% 70% 66% 70% 39% 34% 39% 35% 33% ↓ Leakage 17% 20% 20% 19% 20% 20% 21% 22% 20% 24% 20% 16% 20% 18% 16% Plan to Visit in Next 18 Months 25% 25% 28% 23% 24% 44% 46% 48% 46% 46% 19% 18% 19% 17% 17% Have Gathered Information in Last 18 Months 28% 32% 37% 31% 29% 48% 50% 49% 49% 49% 26% 22% 24% 25% 21% ↓ Leakage 3% 5% 12% 8% 6% 2% 4% 7% 5%

• 1%

5% 4% 8% 5% 3% Have Visited in Last 18 Months 25% 27% 25% 23% 23% 46% 46% 42% 44% 50% 21% 18% 16% 20% 18% South Africa Australia Egypt

59 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Total (2/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) Unaided Awareness 19% 23% 23% 21% 21% 9% 14% 14% 10% 15% 18% 18% 19% 17% 19% Aided Awareness 37% 37% 42% 38% 35% 24% 22% 22% 26% 25% 37% 35% 38% 39% 40% Total Awareness 56% 59% 65% 59% 56% 33% 35% 37% 36% 40% 55% 53% 57% 55% 59% ↓ Leakage 12% 12% 14% 14% 11% 8% 11% 10% 11% 11% 13% 13% 13% 14% 12% Likeability 44% 47% 51% 45% 45% 25% 24% 27% 25% 29% 42% 40% 44% 41% 47% ↓ Leakage 14% 17% 19% 18% 16% 11% 8% 13% 10% 12% 17% 14% 20% 15% 15% Consideration 30% 30% 32% 27% 29% 14% 16% 14% 15% 17% 25% 26% 24% 26% 32% ↓ Leakage

• 12%
• 15%
• 16%
• 15%
• 15%
• 10%
• 10%
• 9%
• 8%
• 11%
• 15%
• 13%
• 18%
• 13%
• 12%

Plan to Gather Information in Next 18 Months 42% 45% 48% 42% 44% 24% 26% 23% 23% 28% 40% 39% 42% 39% 44% ↓ Leakage 17% 20% 20% 19% 20% 13% 13% 12% 12% 16% 21% 17% 23% 19% 17% Plan to Visit in Next 18 Months 25% 25% 28% 23% 24% 11% 13% 11% 11% 12% 19% 22% 19% 20% 27% Have Gathered Information in Last 18 Months 28% 32% 37% 31% 29% 15% 15% 17% 17% 18% 26% 25% 27% 27% 27% ↓ Leakage 3% 5% 12% 8% 6% 4% 1% 6% 5% 4% 4% 4% 8% 7% 3% Have Visited in Last 18 Months 25% 27% 25% 23% 23% 11% 14% 11% 12% 14% 22% 21% 19% 20% 24% South Africa Kenya Brazil

SA Tourism BrandTracker

BRAND KNOWLEDGE

61 SAT - Feb-19 - India Market Report

Desirability of Performance Associations | Total

Based on all respondents:

Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Desirability of Performance Associations

(based on all respondents) 6,15 6,16 6,06 6,05 6,11 6,11 6,14 6,08 6,08 5,99 6,05 6,05 6,02 6,21 6,22 6,24 6,18 6,16 6,15 6,19 6,16 6,15 6,00 6,07 6,12 6,05 6,19 6,11 6,12 6,15 6,12 6,16 6,08 6,12 5,99 6,00 6,01 6,05 5,98 6,22 6,25 6,16 6,19 6,16 6,13 6,17 6,22 6,12 6,08 6,08 6,11 6,10 6,30 6,23 6,21 6,19 6,19 6,17 6,16 6,15 6,12 6,12 6,12 6,11 6,10 2 3 4 5 6 7 Offers Opportunity to Experience the Natural Attraction(s) Offers Excellent Value for the Money Is Easy to Get Around Has beautiful scenery Offers a Historical & Cultural Experience Is a Safe & Secure Environment A Very Authentic Travel Experience Offers a Wide Variety of Experiences Offers a Relaxation Experience to Break Away from Routine Excellent Year-Round Travel Offers a Wildlife Experience Offers a beach experience Welcoming People You Can Interact With Nov-17 Feb-19 Feb-18 Jun-18 Nov-18 Extremely Desirable Not at All Desirable

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

62 SAT - Feb-19 - India Market Report

Desirability of Personality Associations | Total

Based on all respondents:

Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Desirability of Personality Associations

(based on all respondents) 6,28 6,20 6,29 6,27 6,13 6,19 6,16 6,16 6,05 6,33 6,30 6,31 6,25 6,26 6,22 6,20 6,21 6,13 6,27 6,26 6,30 6,29 6,22 6,20 6,19 6,17 6,06 6,32 6,21 6,30 6,29 6,22 6,23 6,20 6,17 6,13 6,35 6,31 6,30 6,30 6,29 6,24 6,23 6,19 6,14 2 3 4 5 6 7 Friendly Enriching Exciting Fun Memorable Adventurous Breath-taking Exotic Well-known Nov-17 Feb-18 Feb-19 Jun-18 Nov-18 Extremely Desirable Not at All Desirable

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

SA Tourism BrandTracker

ANALYSIS BY SEGMENTS

64 SAT - Feb-19 - India Market Report

South Africa Longitudinal Conversion Curve | Young Family Adventurers

Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited SA

South Africa Conversion Curve Across Waves — Young Family Adventurers

Closure Ratio 0% 25% 50% 75% Recommendation Plan to Visit in Next 18 Months Consideration Total Awareness Likeability/ Positivity Plan to Gather Information in Next 18 Months Have Gathered Information in Last 18 Months Have Visited in Last 18 Months Nov-17 Jun-18 Feb-18 Nov-18 Feb-19 (1 in 1.15) (1 in 0.79) (1 in 1.35) (1 in 1.42) (1 in 1.18) Nov-17 (n=120) Feb-18 (n=120) Jun-18 (n=60) Nov-18 (n=120) Feb-19 (n=120) Nov-17 to Feb-19 67% 59% 72% 58% 49%

• 18%

52% 51% 55% 44% 38%

• 14%

28% 23% 33% 26% 25%

• 3%

47% 47% 48% 43% 36%

• 11%

24% 21% 30% 23% 20%

• 4%

38% 31% 45% 28% 28%

• 10%

33% 39% 33% 20% 23%

• 10%

28% 29% 25% 18% 19%

• 9%

Warning some bases below 75

65 SAT - Feb-19 - India Market Report

(1 in 1.22) (1 in 1.56) (1 in 1.35) (1 in 1.57) (1 in 1.35)

South Africa Longitudinal Conversion Curve | Social Explorers

Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa

South Africa Conversion Curve Across Waves — Social Explorers

0% 25% 50% 75% 100% Plan to Visit in Next 18 Months Consideration Total Awareness Likeability/ Positivity Have Visited in Last 18 Months Have Gathered Information in Last 18 Months Plan to Gather Information in Next 18 Months Recommendation Nov-18 Nov-17 Feb-18 Jun-18 Feb-19 Closure Ratio Nov-17 (n=280) Feb-18 (n=280) Jun-18 (n=140) Nov-18 (n=280) Feb-19 (n=280) Nov-17 to Feb-19 31% 38% 33% 36% 33% 2% 26% 29% 26% 22% 20%

• 6%

29% 38% 32% 30% 32% 3% 18% 20% 19% 17% 14%

• 4%

22% 28% 25% 26% 22% 0% 18% 18% 19% 17% 16%

• 2%

14% 13% 14% 14% 13%

• 1%

46% 50% 49% 53% 46% 0%

66 SAT - Feb-19 - India Market Report

South Africa Longitudinal Conversion Curve | Seasoned Status Seekers

Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa

South Africa Conversion Curve Across Waves — Seasoned Status Seekers

0% 25% 50% 75% 100% Have Gathered Information in Last 18 Months Total Awareness Plan to Gather Information in Next 18 Months Likeability/ Positivity Have Visited in Last 18 Months Consideration Plan to Visit in Next 18 Months Recommendation Nov-17 Nov-18 Feb-18 Jun-18 Feb-19 Closure Ratio (1 in 1.06) (1 in 1.23) (1 in 1.55) (1 in 1.22) (1 in 1.21) Nov-17 (n=400) Feb-18 (n=400) Jun-18 (n=200) Nov-18 (n=400) Feb-19 (n=400) Nov-17 to Feb-19 51% 52% 63% 52% 55% 4% 34% 34% 36% 31% 36% 2% 51% 50% 60% 51% 56% 5% 31% 30% 34% 26% 32% 1% 30% 35% 43% 35% 34% 4% 28% 29% 28% 29% 28% 0% 25% 24% 26% 25% 25% 0% 60% 66% 74% 64% 65% 5%

67 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Young Family Adventurers (1/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) Unaided Awareness 15% 19% 30% 20% 14% 54% 58% 53% 58% 43% 17% 17% 13% 15% 8% Aided Awareness 52% 40% 42% 38% 35% 34% 28% 37% 33% 44% 53% 25% 50% 35% 35% Total Awareness 67% 59% 72% 58% 49% 88% 86% 90% 91% 87% 69% 42% 63% 50% 43% ↓ Leakage 15% 8% 17% 14% 11% 20% 13% 15% 19% 17% 16% 12% 16% 13% 13% Likeability 52% 51% 55% 44% 38% 68% 73% 75% 72% 70% 53% 30% 47% 37% 30% ↓ Leakage 24% 28% 22% 18% 13% 9% 25% 18% 12% 13% 28% 16% 24% 17% 12% Consideration 28% 23% 33% 26% 25% 59% 48% 57% 60% 57% 25% 14% 23% 20% 18% ↓ Leakage

• 19%
• 24%
• 15%
• 17%
• 11%
• 7%
• 24%
• 13%
• 13%
• 14%
• 32%
• 14%
• 22%
• 18%
• 8%

Plan to Gather Information in Next 18 Months 47% 47% 48% 43% 36% 66% 72% 70% 73% 71% 57% 28% 45% 38% 26% ↓ Leakage 23% 26% 18% 20% 16% 17% 29% 27% 21% 23% 40% 15% 28% 20% 13% Plan to Visit in Next 18 Months 24% 21% 30% 23% 20% 49% 43% 43% 52% 48% 17% 13% 17% 18% 13% Have Gathered Information in Last 18 Months 38% 31% 45% 28% 28% 53% 45% 42% 59% 55% 35% 20% 30% 33% 18% ↓ Leakage 5%

• 8%

12% 8% 5% 2%

• 3%
• 6%

6% 5% 2%

• 2%

5% 11% 1% Have Visited in Last 18 Months 33% 39% 33% 20% 23% 51% 48% 48% 53% 50% 33% 22% 25% 22% 17% South Africa Australia Egypt

Warning some bases below 75

68 SAT - Feb-19 - India Market Report

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Customer Conversion Leakage Analysis | Young Family Adventurers (2/2)

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) Unaided Awareness 15% 19% 30% 20% 14% 5% 16% 7% 7% 12% 12% 16% 18% 16% 16% Aided Awareness 52% 40% 42% 38% 35% 32% 21% 22% 24% 21% 55% 39% 42% 45% 33% Total Awareness 67% 59% 72% 58% 49% 37% 37% 28% 31% 33% 67% 55% 60% 61% 49% ↓ Leakage 15% 8% 17% 14% 11% 9% 16% 3% 8% 9% 18% 11% 22% 15% 12% Likeability 52% 51% 55% 44% 38% 28% 21% 25% 23% 24% 49% 44% 38% 46% 37% ↓ Leakage 24% 28% 22% 18% 13% 20% 9% 20% 10% 9% 23% 20% 25% 21% 10% Consideration 28% 23% 33% 26% 25% 8% 12% 5% 13% 15% 26% 24% 13% 25% 27% ↓ Leakage

• 19%
• 24%
• 15%
• 17%
• 11%
• 20%
• 11%
• 15%
• 10%
• 8%
• 22%
• 21%
• 34%
• 21%
• 9%

Plan to Gather Information in Next 18 Months 47% 47% 48% 43% 36% 28% 23% 20% 23% 23% 48% 45% 47% 46% 36% ↓ Leakage 23% 26% 18% 20% 16% 21% 11% 17% 13% 12% 30% 24% 35% 26% 13% Plan to Visit in Next 18 Months 24% 21% 30% 23% 20% 7% 12% 3% 10% 11% 18% 21% 12% 20% 23% Have Gathered Information in Last 18 Months 38% 31% 45% 28% 28% 23% 18% 17% 15% 18% 37% 23% 27% 31% 23% ↓ Leakage 5%

• 8%

12% 8% 5% 8% 0% 9% 2% 7% 5%

• 3%
• 1%

7% 0% Have Visited in Last 18 Months 33% 39% 33% 20% 23% 15% 18% 8% 13% 11% 32% 26% 28% 24% 23% South Africa Kenya Brazil

Warning some bases below 75

69 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Social Explorers (1/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) Unaided Awareness 16% 15% 16% 21% 15% 49% 40% 46% 40% 44% 11% 16% 10% 11% 8% Aided Awareness 31% 36% 34% 32% 31% 33% 39% 36% 34% 39% 30% 29% 36% 35% 31% Total Awareness 46% 50% 49% 53% 46% 81% 79% 82% 74% 83% 41% 45% 46% 46% 39% ↓ Leakage 15% 12% 16% 17% 13% 20% 19% 23% 23% 15% 14% 16% 15% 17% 11% Likeability 31% 38% 33% 36% 33% 61% 60% 59% 51% 68% 27% 29% 31% 29% 28% ↓ Leakage 5% 9% 7% 14% 13% 14% 9% 7% 5% 17% 7% 6% 13% 8% 12% Consideration 26% 29% 26% 22% 20% 47% 51% 52% 46% 51% 20% 23% 18% 21% 16% ↓ Leakage

• 3%
• 9%
• 6%
• 8%
• 12%
• 5%
• 7%
• 8%
• 5%
• 15%
• 5%
• 7%
• 12%
• 9%
• 9%

Plan to Gather Information in Next 18 Months 29% 38% 32% 30% 32% 52% 58% 60% 51% 66% 25% 30% 30% 30% 25% ↓ Leakage 11% 18% 13% 13% 18% 17% 15% 17% 16% 22% 11% 13% 16% 15% 15% Plan to Visit in Next 18 Months 18% 20% 19% 17% 14% 35% 43% 43% 35% 44% 14% 17% 14% 15% 10% Have Gathered Information in Last 18 Months 22% 28% 25% 26% 22% 49% 45% 46% 45% 45% 23% 21% 17% 24% 19% ↓ Leakage 4% 10% 6% 9% 6% 5% 6% 12% 11%

• 1%

7% 6% 0% 5% 8% Have Visited in Last 18 Months 18% 18% 19% 17% 16% 44% 39% 34% 34% 46% 16% 15% 17% 19% 11% South Africa Australia Egypt

70 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Social Explorers (2/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) Unaided Awareness 16% 15% 16% 21% 15% 4% 11% 4% 11% 8% 19% 19% 13% 17% 15% Aided Awareness 31% 36% 34% 32% 31% 19% 18% 15% 22% 22% 34% 34% 31% 39% 39% Total Awareness 46% 50% 49% 53% 46% 23% 29% 19% 34% 30% 52% 53% 44% 55% 54% ↓ Leakage 15% 12% 16% 17% 13% 8% 7% 5% 17% 12% 18% 14% 12% 18% 15% Likeability 31% 38% 33% 36% 33% 15% 22% 14% 17% 18% 34% 39% 32% 37% 39% ↓ Leakage 5% 9% 7% 14% 13% 8% 6% 10% 6% 8% 12% 9% 15% 11% 11% Consideration 26% 29% 26% 22% 20% 7% 16% 4% 11% 10% 22% 30% 17% 26% 28% ↓ Leakage

• 3%
• 9%
• 6%
• 8%
• 12%
• 7%
• 7%
• 4%
• 5%
• 9%
• 10%
• 8%
• 12%
• 8%
• 7%

Plan to Gather Information in Next 18 Months 29% 38% 32% 30% 32% 14% 23% 8% 16% 19% 32% 38% 29% 34% 35% ↓ Leakage 11% 18% 13% 13% 18% 9% 10% 6% 8% 14% 17% 13% 18% 17% 12% Plan to Visit in Next 18 Months 18% 20% 19% 17% 14% 5% 13% 2% 8% 5% 15% 25% 11% 17% 23% Have Gathered Information in Last 18 Months 22% 28% 25% 26% 22% 8% 14% 9% 15% 11% 27% 29% 18% 28% 25% ↓ Leakage 4% 10% 6% 9% 6% 1% 1% 4% 4% 4% 6% 10% 6% 9% 7% Have Visited in Last 18 Months 18% 18% 19% 17% 16% 7% 13% 5% 11% 7% 21% 19% 12% 19% 18% South Africa Kenya Brazil

71 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Seasoned Status Seekers (1/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) Unaided Awareness 23% 30% 26% 22% 27% 48% 56% 58% 51% 50% 15% 18% 18% 14% 19% Aided Awareness 37% 36% 48% 42% 38% 35% 31% 30% 36% 36% 37% 34% 39% 40% 35% Total Awareness 60% 66% 74% 64% 65% 82% 87% 88% 87% 86% 53% 52% 57% 53% 54% ↓ Leakage 9% 14% 11% 12% 10% 9% 13% 11% 9% 11% 10% 14% 15% 13% 10% Likeability 51% 52% 63% 52% 55% 73% 74% 77% 78% 75% 43% 38% 42% 40% 44% ↓ Leakage 17% 18% 27% 21% 19% 16% 18% 19% 21% 21% 18% 12% 14% 18% 17% Consideration 34% 34% 36% 31% 36% 57% 56% 58% 57% 54% 25% 26% 28% 22% 27% ↓ Leakage

• 17%
• 16%
• 24%
• 20%
• 20%
• 14%
• 17%
• 20%
• 17%
• 19%
• 17%
• 12%
• 16%
• 17%
• 14%

Plan to Gather Information in Next 18 Months 51% 50% 60% 51% 56% 71% 73% 78% 74% 73% 42% 38% 44% 39% 41% ↓ Leakage 20% 20% 26% 25% 24% 21% 24% 25% 23% 26% 19% 17% 20% 20% 19% Plan to Visit in Next 18 Months 31% 30% 34% 26% 32% 50% 49% 53% 51% 47% 23% 21% 24% 19% 22% Have Gathered Information in Last 18 Months 30% 35% 43% 35% 34% 46% 54% 53% 49% 50% 25% 24% 27% 23% 24% ↓ Leakage 2% 6% 15% 6% 6% 1% 4% 6% 0%

• 4%

4% 6% 15% 4% 0% Have Visited in Last 18 Months 28% 29% 28% 29% 28% 45% 50% 47% 49% 54% 21% 18% 12% 19% 24% South Africa Australia Egypt

72 SAT - Feb-19 - India Market Report

Customer Conversion Leakage Analysis | Seasoned Status Seekers (2/2)

Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination

Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) Unaided Awareness 23% 30% 26% 22% 27% 14% 15% 24% 11% 20% 20% 18% 24% 17% 22% Aided Awareness 37% 36% 48% 42% 38% 25% 24% 28% 30% 29% 34% 34% 42% 37% 45% Total Awareness 60% 66% 74% 64% 65% 39% 39% 51% 40% 49% 54% 52% 65% 53% 67% ↓ Leakage 9% 14% 11% 12% 10% 8% 12% 15% 9% 10% 9% 13% 11% 10% 12% Likeability 51% 52% 63% 52% 55% 31% 27% 36% 31% 39% 45% 39% 54% 43% 55% ↓ Leakage 17% 18% 27% 21% 19% 11% 10% 12% 13% 17% 18% 16% 22% 16% 19% Consideration 34% 34% 36% 31% 36% 20% 17% 24% 18% 22% 27% 23% 32% 27% 36% ↓ Leakage

• 17%
• 16%
• 24%
• 20%
• 20%
• 10%
• 11%
• 11%
• 10%
• 15%
• 17%
• 16%
• 19%
• 14%
• 17%

Plan to Gather Information in Next 18 Months 51% 50% 60% 51% 56% 30% 28% 35% 28% 37% 44% 39% 51% 41% 53% ↓ Leakage 20% 20% 26% 25% 24% 13% 14% 15% 14% 19% 21% 18% 25% 18% 23% Plan to Visit in Next 18 Months 31% 30% 34% 26% 32% 17% 14% 20% 14% 18% 23% 21% 26% 23% 30% Have Gathered Information in Last 18 Months 30% 35% 43% 35% 34% 19% 15% 23% 18% 23% 22% 24% 34% 25% 29% ↓ Leakage 2% 6% 15% 6% 6% 6% 2% 8% 5% 3% 2% 4% 14% 5% 0% Have Visited in Last 18 Months 28% 29% 28% 29% 28% 13% 13% 15% 13% 20% 20% 20% 20% 20% 29% South Africa Kenya Brazil

73 SAT - Feb-19 - India Market Report

South Africa Performance Associations | Young Family Adventurers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Young Family Adventurers Performance Associations

(based on random selection of total aware of South Africa) 5,92 6,02 5,89 5,87 5,93 6,00 5,94 5,96 5,85 5,96 6,04 6,11 5,80 6,15 6,22 6,02 6,30 6,11 6,07 6,40 6,36 6,28 6,13 6,33 6,24 6,24 6,26 6,48 6,04 6,43 6,17 6,17 6,17 6,26 6,17 6,26 6,00 6,09 6,17 5,89 6,09 5,91 6,07 6,16 6,05 6,14 5,68 6,00 6,20 5,77 5,93 5,89 6,18 6,02 6,07 6,07 5,77 6,07 6,09 6,16 6,32 6,11 6,39 6,12 6,21 2 3 4 5 6 7 Offers a Wildlife Experience Is Easy to Get Around Offers a beach experience Excellent Year-Round Travel Has beautiful scenery A Very Authentic Travel Experience Offers Excellent Value for the Money Offers a Relaxation Experience to Break Away from Routine Is a Safe & Secure Environment Offers a Historical & Cultural Experience Welcoming People You Can Interact With Offers Opportunity to Experience the Natural Attraction(s) Offers a Wide Variety of Experiences Nov-17 Feb-18 Feb-19 Jun-18 Nov-18 Mean

Warning some bases below 75

Describes Very Well Does Not Describe at All

February 2019 Nov-17: (n=54); Feb-18: (n=46); Jun-18: (n=23); Nov-18: (n=44); Feb-19: (n=44)

74 SAT - Feb-19 - India Market Report

South Africa Performance Associations | Social Explorers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Social Explorers Performance Associations

(based on random selection of total aware of South Africa) 6,10 5,76 5,89 5,68 5,87 5,84 5,81 6,15 5,80 5,98 5,74 5,69 5,61 5,92 5,57 6,05 5,64 5,88 5,96 5,78 5,91 5,93 6,10 5,98 5,77 5,90 5,93 5,59 5,89 5,83 5,71 5,80 5,91 6,09 5,87 5,93 5,76 5,73 6,04 6,05 5,78 6,29 5,82 6,07 5,88 5,91 5,87 5,70 6,30 5,92 5,83 5,99 5,89 5,89 6,05 5,81 5,91 5,79 5,84 6,03 5,88 6,01 5,99 5,84 5,95 2 3 4 5 6 7 Is a Safe & Secure Environment Offers a beach experience Has beautiful scenery Offers Opportunity to Experience the Natural Attraction(s) Offers a Wide Variety of Experiences Is Easy to Get Around Offers a Historical & Cultural Experience Offers Excellent Value for the Money Offers a Relaxation Experience to Break Away from Routine Offers a Wildlife Experience Excellent Year-Round Travel Welcoming People You Can Interact With A Very Authentic Travel Experience Nov-17 Jun-18 Feb-19 Feb-18 Nov-18 Mean

Warning some bases below 75

Describes Very Well Does Not Describe at All

Nov-17: (n=83); Feb-18: (n=99); Jun-18: (n=46); Nov-18: (n=94); Feb-19: (n=96) February 2019

75 SAT - Feb-19 - India Market Report

South Africa Performance Associations | Seasoned Status Seekers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Seasoned Status Seekers Performance Associations

(based on random selection of total aware of South Africa) 6,35 6,42 6,26 6,29 6,30 6,35 6,20 6,39 6,32 6,24 6,51 6,40 6,35 6,19 6,15 5,99 6,07 6,15 6,00 6,08 6,16 6,18 6,11 6,05 6,23 6,14 6,26 6,18 6,01 6,34 6,53 6,06 6,17 6,20 6,13 6,20 6,24 6,18 6,17 6,23 6,13 6,08 6,16 6,18 6,13 6,11 6,18 6,18 6,18 6,26 6,35 6,18 6,36 6,25 6,18 6,43 6,25 6,17 6,26 6,34 6,21 6,30 6,33 6,35 6,23 2 3 4 5 6 7 Has beautiful scenery A Very Authentic Travel Experience Is a Safe & Secure Environment Offers a Wide Variety of Experiences Offers Opportunity to Experience the Natural Attraction(s) Is Easy to Get Around Offers a Relaxation Experience to Break Away from Routine Welcoming People You Can Interact With Excellent Year-Round Travel Offers Excellent Value for the Money Offers a beach experience Offers a Wildlife Experience Offers a Historical & Cultural Experience Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Mean

Warning some bases below 75

Describes Very Well Does Not Describe at All

February 2019 Nov-17: (n=141); Feb-18: (n=167); Jun-18: (n=71); Nov-18: (n=160); Feb-19: (n=163)

76 SAT - Feb-19 - India Market Report

South Africa Personality Associations | Young Family Adventurers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Young Family Adventurers Personality Associations

(based on random selection of total aware of South Africa) 5,89 6,06 5,80 5,83 5,74 5,74 5,96 5,96 5,85 6,35 6,30 6,29 6,13 6,17 6,17 6,13 6,26 6,43 6,09 6,48 6,04 6,22 6,18 6,34 6,18 5,93 5,95 5,91 6,02 6,18 6,02 6,36 6,18 6,02 6,27 6,16 6,07 6,17 6,09 6,23 2 3 4 5 6 7 Memorable Breath-taking 6.15 Adventurous Fun Enriching Well-known Friendly Exciting Exotic 6.27 6.00 6.24 6.24 Nov-17 Feb-18 Feb-19 Jun-18 Nov-18 Describes Very Well Does Not Describe at All

Warning some bases below 75

Mean

February 2019 Nov-17: (n=54); Feb-18: (n=46); Jun-18: (n=23); Nov-18: (n=44); Feb-19: (n=44)

77 SAT - Feb-19 - India Market Report

South Africa Personality Associations | Social Explorers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Social Explorers Personality Associations

(based on random selection of total aware of South Africa)

Warning some bases below 75

Describes Very Well Does Not Describe at All Mean

Nov-17: (n=83); Feb-18: (n=99); Jun-18: (n=46); Nov-18: (n=94); Feb-19: (n=96) February 2019

5,95 5,89 6,06 6,00 5,93 5,98 5,79 5,99 5,95 6,07 5,97 5,95 5,89 5,84 5,91 6,02 6,13 5,82 6,07 5,91 5,83 5,89 5,79 6,14 6,09 5,90 5,73 5,91 5,97 5,88 5,91 6,00 6,14 6,07 6,02 5,98 5,99 5,93 5,99 6,03 2 3 4 5 6 7 Exotic Adventurous Friendly Fun Exciting Enriching Breath-taking Memorable Well-known 5.97 6.13 6.02 5.98 5.85 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19

78 SAT - Feb-19 - India Market Report

South Africa Personality Associations | Seasoned Status Seekers

Based on a random selection of those aware of South Africa:

Mean: The average rating for all destinations on this measure in within the market Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1–7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well".

Seasoned Status Seekers Personality Associations

(based on random selection of total aware of South Africa) 6,29 6,38 6,41 6,47 6,40 6,40 6,36 6,38 6,49 6,06 6,08 6,13 6,19 6,24 6,12 6,14 6,12 6,09 6,42 6,27 6,48 6,38 6,39 6,34 6,32 6,34 6,23 6,31 6,18 6,38 6,30 6,35 6,14 6,28 6,18 6,23 6,43 6,32 6,38 6,39 6,40 6,25 6,40 6,24 6,44 2 3 4 5 6 7 Enriching Adventurous Fun Exotic Breath-taking Exciting Friendly Memorable Well-known Nov-17 Feb-19 Jun-18 Feb-18 Nov-18

Warning some bases below 75

Describes Very Well Does Not Describe at All Mean

Nov-17: (n=141); Feb-18: (n=167); Jun-18: (n=71); Nov-18: (n=160); Feb-19: (n=163) February 2019

79 SAT - Feb-19 - India Market Report

Desirability of Performance Associations | Young Family Adventurers

Based on all respondents:

Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Young Family Adventurers Desirability of Performance Associations

5,97 5,99 6,11 5,99 6,01 5,97 5,94 6,05 5,98 5,87 6,05 5,93 5,83 6,24 6,21 6,21 6,16 6,31 6,18 6,27 6,29 6,38 6,17 6,19 6,28 6,18 6,02 5,90 6,15 5,98 6,03 6,00 6,08 6,02 6,15 6,05 6,13 5,98 6,08 6,23 6,10 6,28 6,07 6,04 6,21 6,03 6,05 6,07 6,08 6,06 6,12 6,02 6,23 6,22 6,19 6,18 6,15 6,14 6,14 6,13 6,12 6,10 6,05 6,03 5,99 2 3 4 5 6 7 Offers a Historical & Cultural Experience Has beautiful scenery Offers Excellent Value for the Money Is a Safe & Secure Environment Excellent Year-Round Travel Is Easy to Get Around Offers a Relaxation Experience to Break Away from Routine Offers a Wildlife Experience A Very Authentic Travel Experience Offers a beach experience Welcoming People You Can Interact With Offers Opportunity to Experience the Natural Attraction(s) Offers a Wide Variety of Experiences Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Extremely Desirable Not at All Desirable

Nov-17: (n=120); Feb-18: (n=120); Jun-18: (n=60); Nov-18: (n=120); Feb-19: (n=120) Warning some bases below 75

80 SAT - Feb-19 - India Market Report

Desirability of Performance Associations | Social Explorers

Based on all respondents:

Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Social Explorers Desirability of Performance Associations

5,93 5,91 5,78 5,73 5,73 5,94 5,70 5,86 5,70 5,63 5,74 5,65 5,71 6,10 6,07 6,07 6,00 6,11 6,07 5,87 5,98 6,07 5,82 5,95 5,96 5,93 6,06 5,99 6,04 5,86 5,88 5,86 5,83 6,03 5,96 5,79 5,83 5,81 5,71 6,09 6,10 6,11 6,06 6,10 6,05 5,97 6,01 6,14 5,95 5,94 6,00 6,00 6,18 6,11 6,09 6,08 6,08 6,05 6,05 6,03 6,01 5,98 5,97 5,92 5,92 2 3 4 5 6 7 Is a Safe & Secure Environment Offers Opportunity to Experience the Natural Attraction(s) Has beautiful scenery Offers a Wide Variety of Experiences Is Easy to Get Around A Very Authentic Travel Experience Offers Excellent Value for the Money Offers a Historical & Cultural Experience Offers a Relaxation Experience to Break Away from Routine Offers a beach experience Offers a Wildlife Experience Excellent Year-Round Travel Welcoming People You Can Interact With Feb-18 Nov-17 Jun-18 Nov-18 Feb-19 Extremely Desirable Not at All Desirable

Nov-17: (n=280); Feb-18: (n=280); Jun-18: (n=140); Nov-18: (n=280); Feb-19: (n=280)

81 SAT - Feb-19 - India Market Report

Desirability of Performance Associations | Seasoned Status Seekers

Based on all respondents:

Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Seasoned Status Seekers Desirability of Performance Associations

6,35 6,29 6,35 6,31 6,33 6,40 6,34 6,37 6,35 6,32 6,28 6,24 6,30 6,27 6,25 6,33 6,29 6,23 6,22 6,22 6,23 6,26 6,27 6,11 6,07 6,14 6,33 6,26 6,18 6,28 6,30 6,32 6,19 6,27 6,09 6,28 6,14 6,16 6,14 6,31 6,30 6,34 6,23 6,22 6,25 6,20 6,28 6,27 6,29 6,18 6,19 6,18 6,41 6,33 6,32 6,32 6,31 6,27 6,27 6,24 6,23 6,23 6,22 6,20 6,16 2 3 4 5 6 7 Welcoming People You Can Interact With Has beautiful scenery Is Easy to Get Around Offers a Relaxation Experience to Break Away from Routine Is a Safe & Secure Environment Offers a Wide Variety of Experiences A Very Authentic Travel Experience Offers Opportunity to Experience the Natural Attraction(s) Excellent Year-Round Travel Offers Excellent Value for the Money Offers a beach experience Offers a Wildlife Experience Offers a Historical & Cultural Experience Nov-17 Feb-18 Nov-18 Jun-18 Feb-19 Extremely Desirable Not at All Desirable

Nov-17: (n=400); Feb-18: (n=400); Jun-18: (n=200); Nov-18: (n=400); Feb-19: (n=400)

82 SAT - Feb-19 - India Market Report

Desirability of Personality Associations | Young Family Adventurers

Based on all respondents:

Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Young Family Adventurers Desirability of Personality Associations

5,98 6,15 6,10 6,15 6,08 6,07 6,12 6,03 6,00 6,47 6,50 6,31 6,28 6,26 6,33 6,30 6,33 6,37 6,22 6,07 6,25 6,22 6,02 6,05 6,08 6,03 6,07 6,11 6,35 6,30 6,28 6,19 6,13 6,13 6,10 6,13 6,20 6,19 6,18 6,16 6,13 6,13 6,13 6,12 6,03 2 3 4 5 6 7 Memorable Adventurous Fun Friendly Enriching Breath-taking Exciting Exotic Well-known Nov-17 Jun-18 Feb-19 Feb-18 Nov-18 Extremely Desirable Not at All Desirable

Nov-17: (n=120); Feb-18: (n=120); Jun-18: (n=60); Nov-18: (n=120); Feb-19: (n=120) Warning some bases below 75

83 SAT - Feb-19 - India Market Report

Desirability of Personality Associations | Social Explorers

Based on all respondents:

Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Social Explorers Desirability of Personality Associations

6,19 6,12 5,96 6,17 6,00 5,99 5,83 5,94 5,65 6,20 6,04 6,11 6,20 6,21 6,14 6,04 6,10 5,88 6,13 6,09 6,01 6,25 6,12 6,05 5,91 6,05 5,77 6,20 6,18 6,16 6,15 6,00 6,11 6,05 6,05 5,98 6,25 6,21 6,20 6,19 6,15 6,12 6,09 6,05 5,99 2 3 4 5 6 7 Breath-taking Memorable Friendly Exciting Fun Adventurous Enriching Exotic Well-known Nov-17 Feb-19 Nov-18 Feb-18 Jun-18 Extremely Desirable Not at All Desirable

Nov-17: (n=280); Feb-18: (n=280); Jun-18: (n=140); Nov-18: (n=280); Feb-19: (n=280)

84 SAT - Feb-19 - India Market Report

Desirability of Personality Associations | Seasoned Status Seekers

Based on all respondents:

Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1–7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable".

Seasoned Status Seekers Desirability of Personality Associations

6,39 6,38 6,41 6,43 6,30 6,42 6,37 6,35 6,34 6,37 6,36 6,39 6,38 6,29 6,27 6,26 6,25 6,22 6,42 6,37 6,36 6,49 6,36 6,42 6,35 6,29 6,25 6,39 6,33 6,41 6,42 6,29 6,33 6,32 6,28 6,24 6,47 6,46 6,42 6,42 6,38 6,36 6,35 6,31 6,28 2 3 4 5 6 7 Enriching Exciting Fun Exotic Friendly Memorable Adventurous Breath-taking Well-known Nov-17 Nov-18 Feb-18 Jun-18 Feb-19 Extremely Desirable Not at All Desirable

Nov-17: (n=400); Feb-18: (n=400); Jun-18: (n=200); Nov-18: (n=400); Feb-19: (n=400)

85 SAT - Feb-19 - India Market Report

63% 61% 59% 57% 48% 54% 47% 52% 46% 48% 45% 56% 51% 50% 52% 57% 46% 53% 50% 51% 41% 44% 48% 38%

• 51%

53% 47% 45% 49% 52% 47% 51% 50% 51% 47% 53% 45% 49% 43% 44% 48% 44% 50% 39% 50% 47% 52% 49% 50% 47% 48% 49% 42% 41% 41% 43% 52% 50% 47% 47% 1% 0% 0% 0%

Reasons for Leisure Visits | Young Family Adventurers

Based on all respondents who have visited at least one of the travel destinations in the past 5 years

• f all respondents)

Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave

Reasons for Considering a Leisure Destination

(based on all respondents who have visited at least one of the travel destinations in the past 5 years) 50% 48% 48% 45% 45% 45% 45% 44% 44% 43% 43% 41% 40% 40% 38% 34% 0% 20% 40% 60% Went for a specific event Read a magazine/ newspaper article describing the country Have previously visited this country for vacation or visiting friends and family Read about or saw photos of the country on community sites Recommended by a friend/colleague/family member Read an article on a website describing the country Went for a specific recreational purpose Saw an advertisement on TV Saw an advertisement in a magazine/ newspaper Saw locations of the country in a movie/ TV show Have previously visited this country for Business Airline advertised the location Read about the location in a travel book/ travel magazine Was visiting a friend/family member who stays in that country Saw an advertisement at the cinema Other 0% Informed by travel agent or the location was part of a travel package

Warning some bases below 75

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=119; 99%

(n=109) (n=117) (n=58) (n=117)

86 SAT - Feb-19 - India Market Report (n=253) (n=270) (n=131) (n=254)

Reasons for Leisure Visits | Social Explorers

Based on all respondents who have visited at least one of the travel destinations in the past 5 years

• f all respondents)

Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave

Reasons for Considering a Leisure Destination

(based on all respondents who have visited at least one of the travel destinations in the past 5 years) 46% 45% 45% 42% 41% 41% 40% 39% 37% 36% 33% 32% 32% 30% 29% 28% 0% 20% 40% 60% Saw locations of the country in a movie/ TV show Saw an advertisement on TV Recommended by a friend/colleague/family member Read about or saw photos of the country on community sites Have previously visited this country for vacation or visiting friends and family Read about the location in a travel book/ travel magazine Went for a specific recreational purpose Read an article on a website describing the country Was visiting a friend/family member who stays in that country Read a magazine/ newspaper article describing the country Have previously visited this country for Business Went for a specific event Saw an advertisement in a magazine/ newspaper Other Informed by travel agent or the location was part of a travel package Airline advertised the location 0% Saw an advertisement at the cinema 49% 48% 39% 45% 49% 53% 47% 45% 54% 59% 51% 54% 55% 54% 42% 48% 53% 51% 39% 42% 38% 43% 42% 40% 47% 59% 39% 49%

• 44%

51% 40% 47% 37% 45% 35% 42% 42% 47% 40% 40% 36% 41% 34% 35% 42% 48% 39% 38% 39% 46% 35% 42% 32% 37% 22% 29% 31% 37% 31% 37% 1% 0% 1% 1% Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=272; 97%

87 SAT - Feb-19 - India Market Report

57% 54% 48% 56% 51% 46% 44% 49% 54% 48% 50% 51% 44% 46% 39% 50% 52% 45% 48% 47%

• 45%

43% 43% 46% 48% 45% 40% 48% 50% 49% 45% 52% 48% 45% 43% 48% 43% 45% 40% 44% 43% 41% 36% 44% 38% 38% 35% 39% 43% 41% 37% 44% 37% 36% 35% 34% 38% 36% 33% 39% 0.3% 1% 0% 0%

Reasons for Leisure Visits | Seasoned Status Seekers

Based on all respondents who have visited at least one of the travel destinations in the past 5 years

• f all respondents)

Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave

Reasons for Considering a Leisure Destination

(based on all respondents who have visited at least one of the travel destinations in the past 5 years) 33% 37% 40% 40% 42% 43% 44% 44% 44% 44% 45% 46% 47% 49% 49% 51% 60% 20% 40% 0% Airline advertised the location Have previously visited this country for Business Went for a specific event Saw an advertisement at the cinema Read a magazine/ newspaper article describing the country 0.3% Other Was visiting a friend/family member who stays in that country Read about the location in a travel book/ travel magazine Saw an advertisement on TV Have previously visited this country for vacation or visiting friends and family Informed by travel agent or the location was part of a travel package Saw an advertisement in a magazine/ newspaper Read an article on a website describing the country Went for a specific recreational purpose Saw locations of the country in a movie/ TV show Recommended by a friend/colleague/family member Read about or saw photos of the country on community sites Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

(n=365) (n=379) (n=187) (n=372)

(n=398;100%

SA Tourism BrandTracker

SOUTH AFRICA SNAPSHOT

89 SAT - Feb-19 - India Market Report

Familiarity

Based on all respondents:

Familiarity (Q11): How familiar are you with each of the following countries as an international destination for leisure purposes? (Very Familiar, Somewhat Familiar, Not Very Familiar)

Familiarity with South Africa

(based on all respondents) 32% 44% 36% 24% 35% 5% 19% 41% 6% 20% 33% 5% 41% 6% 21% 33% 44% 4% 18% 34% 0% 20% 40% 60% 80% Somewhat Familiar Not very Familiar Not Aware Very Familiar Nov-18 Jun-18 Feb-19 Feb-18 Nov-17

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

90 SAT - Feb-19 - India Market Report

Likeability/Positivity | Total

Likeability (Q29): Some travellers feel differently about different international destinations for leisure purposes. Please rate each of the following international destinations for leisure purposes according to how much you would like or dislike visiting them using a scale of 1–7 where 1 means “Would Dislike a Lot” and 7 means “Would Like a Lot". (Percent rating of 6 or 7 on a 1–7 scale)

Likeability/Positivity — How Many Respondents Would Like to Visit the Destination

(based on total aware of respective destination)

Based on respondents who are total aware of South Africa Australia

79% 79% 80% 76% 80% 82% 83% 82% 82% 85% 0% 25% 50% 75% 100% Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 South Africa Australia Total (n=449) (n=475) (n=259) (n=474) (n=447) (n=663) (n=671) (n=344) (n=664) (n=680)

91 SAT - Feb-19 - India Market Report

Past Travel Behaviour | Loyalty Segments

Based on all respondents:

Current & Likely: Have visited for leisure in past 18 months (Q16b) and intend to visit for leisure in the future (Q14) Past & Likely: Have visited for leisure more than 18 months ago but less than 5 years ago (Q12a) and intend to visit for leisure in the future (Q14) Never, but Likely: Have not visited for leisure in the past 5 years (Q12a) and intend to visit for leisure in the future (Q14) Current, but Unlikely: Have visited for leisure in past 18 months (Q16b) and do not intend to visit for leisure in the future (Q14) Past, but Unlikely: Have visited for leisure more than 18 months ago but less than 5 years ago (Q12a) and do not intend to visit for leisure in the future (Q14) Never & Unlikely: Have not visited for leisure in the past 5 years (Q12a) and do not intend to visit for leisure in the future (Q14)

South Africa’s Loyalty Segments

(based on all respondents) 15% 15% 12% 12% 13% 3% 5% 5% 3% 6% 12% 11% 15% 12% 10% 11% 12% 14% 11% 11% 5% 8% 7% 7% 5% 55% 50% 48% 55% 56% 0% 20% 40% 60% 80% 100% Jun-18 Nov-18 Feb-18 Nov-17 Feb-19 Past, but Unlikely Current & Likely Current, but Unlikely Past & Likely Never, but Likely Never & Unlikely

Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800)

SA Tourism BrandTracker

PAST TRAVEL BEHAVIOUR

93 SAT - Feb-19 - India Market Report

Regional Travel | In Last 5 Years

Based on respondents:

Regional Travel (Q2): Which of the following international destinations for leisure have you visited in the past 5 years? (Select all that apply)

International Leisure Travel Destinations Visited in Past 5 Years

(based on all respondents) 77% 64% 59% 54% 43% 40% 37% 31% 30% 0% 25% 50% 75% 100% Central America (Including Mexico & Caribbean) Australia/New Zealand and South Pacific Islands Europe (for example: UK, France, Italy, Spain, Switzerland, Greece) North America Asia (for example: China, Korea, Hong Kong, Japan, Nepal, , Pakistan, Thailand, Singapore) Middle East (for example: Turkey, Israel, Saudi Arabia, UAE, Oman, Iran) South America (for example: Brazil, Argentina, Peru) Sub-Sahara Africa (for example, South Africa, Kenya, Nigeria, Ghana) Northern Africa (for example Egypt, Morocco, Tunisia, Niger, Chad, Sudan)

Feb-19: (n=800)

94 SAT - Feb-19 - India Market Report

Regional Travel | In Last 2 Years

Based on respondents:

Regional Travel (Q2A): Which of the following international destinations for leisure have you visited in the past 2 years? (Select all that apply)

International Leisure Travel Destinations Visited in Past 2 Years

(based on all respondents) 70% 66% 57% 56% 45% 42% 39% 1% 0% 25% 50% 75% 100% Western Europe (including United Kingdom (i.e. England, Wales, Ireland), France, Germany, Italy, etc.) Australia and New Zealand North America (i.e., United States, Canada) Eastern Europe (like Russia, Czech Republic, Hungary, Poland, Romania, Slovakia, etc.) East and Central Asia (including China, Hong Kong, Japan) Central and South America (for example: Brazil, Argentina, Chile, Uruguay, Mexico, etc.) Africa (for example South Africa, Kenya, Egypt, Mauritius, Nigeria, Zimbabwe, etc.) Other

Feb-19: (n=800)

95 SAT - Feb-19 - India Market Report

(n=447) (n=680) (n=475) (n=375) (n=596) (n=499) (n=316) (n=628) (n=664) (n=706)

Previous Visitation in Past 5 Years

Past Visitation (Q12a): Which of the following countries have you visited in the past 5 years and for what purpose?

Previous Visitation in Past 5 Years

(based on total aware of destination) 34% 38% 32% 33% 41% 40% 33% 43% 33% 30% 15% 18% 14% 15% 13% 13% 13% 17% 17% 16% 12% 16% 14% 11% 17% 12% 8% 13% 24% 27% 15% 16% 13% 12% 15% 14% 15% 11% 17% 18% 24% 11% 27% 29% 15% 21% 30% 16% 9% 9% 0% 25% 50% 75% 100% France Kenya South Africa Italy Australia Brazil Egypt Switzerland UK USA

Based on total aware of each country as a leisure destination

Visited for Holiday/Vacation Only Visited Friends and Family Visited for more than one purpose Visited Only for Business Never Visited in Past 5 Years

SA Tourism BrandTracker

GENERAL TRAVEL BEHAVIOUR

97 SAT - Feb-19 - India Market Report

Travel Spending

Based on all respondents:

Estimated Annual Expenditures (Q46): How much do you spend in total every year on all of your travel for leisure purposes combined (including both local and international trips) for leisure purposes? (If trips are combination of business and pleasure, please think only about how much you spent for leisure purposes.)

Estimated Annual Expenditure on Leisure Travel

(based on all respondents) 14% INR 10,001–INR 25,000 INR 500,001 or More 35% INR 100,001–INR 200,000 9% 0.4% INR 25,001–INR 50,000 5% 2% INR 50,001–INR 100,000 INR 200,001–INR 500,000 INR 0–INR 10,000 35%

Average Annual Leisure Expenditure: INR 608,635

Feb-19: (n=800)

98 SAT - Feb-19 - India Market Report

Travel Attitudes | Among South African Leisure Travellers

Based on respondents who have Visited South Africa for Leisure

Travel Attitudes (Q44a): To what extent do you agree or disagree with the following statements? (Strongly Agree, Agree Somewhat, Disagree Somewhat, Strongly Disagree)

Travel Attitudes Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (Percent Strongly Agree Among Leisure Travellers to South Africa) (n=265) (n=313) (n=148) (n=269) (n=274) Travel Attitudes: Aspirations I expect to travel internationally more in the future than I do now 50% 42% 40% 46% 51% Some of my most important life goals involve travel experiences I want to have 49% 40% 41% 43% 51% Travel Attitudes: Adoption I find change exciting 53% 50% 47% 47% 57% I am one of the first people I know to try something new 54% 46% 41% 49% 54% Once I find something I like I tend to stick with it 44% 38% 35% 35% 38% Travel Attitudes: Barriers I would spend more money to travel to a destination that I know is safe 48% 42% 46% 48% 47% Traveling internationally is a luxury 52% 43% 39% 54% 47% I would prefer visiting a country that is promoting eco-friendly policies 51% 41% 41% 45% 47% I would rather visit a country that I am familiar with, as a tourist, than experiment by visiting a place that I am not familiar with 43% 33% 33% 36% 43% The threat of global terrorism affects where I consider traveling internationally 43% 35% 37% 39% 39% I worry about how I may be treated in foreign countries due to my country’s policies 46% 38% 33% 31% 35% Travel Attitudes: Economics I invest more of my extra money in my home than I used to 42% 41% 43% 39% 45% I am now more likely to save money than to use it to travel internationally 41% 37% 36% 38% 45% I am spending less money on travel in favor of other forms of entertainment (eating out, movies, amusement parks, etc.) 40% 33% 28% 33% 38% Travel Attitudes: Time & Distance I dont mind increasing my travel time for a cheaper airfare 42% 37% 36% 38% 42% I am traveling closer to home than I used to 37% 36% 34% 37% 41% I am taking shorter, more frequent trips than I used to 42% 40% 36% 37% 39% Travel Attitudes: Travel Behavior I prefer group tours for my long distance international trips 45% 37% 37% 41% 43% I purchase travel packages that include airfare and hotel as one price for my short distance trips 39% 35% 35% 41% 39%

99 SAT - Feb-19 - India Market Report

84% 85% 88% 87% 85% 82% 87% 85% 83% 83% 80% 81% 81% 81% 78% 79% 81% 80% 79% 77% 79% 78% 75% 75% 79% 76% 73% 76% 73% 74% 74% 73% (n=800) (n=800) (n=400) (n=800)

Worldliness | Lifestyle

Based on all respondents:

Lifestyle — Worldliness (Q44b): We would like to ask you some questions about your lifestyle.

Lifestyle: Worldliness

(based on all respondents) 85% 85% 83% 80% 77% 75% 74% 72% 0% 20% 40% 60% 80% 100% Do you frequently interact with international suppliers on your job Do you read about international news and foreign cultures Do you keep up with foreign fashion trends Do you regularly watch TV travel programs or documentaries about foreign countries Do you have an international credit card Would you say that you have many friends from a different culture than your own Do you regularly go on business trips abroad Do you regularly eat foreign foods

(n=800)

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

SA Tourism BrandTracker

SOUTH AFRICAN TRAVEL

101 SAT - Feb-19 - India Market Report

Satisfaction and Likelihood to Visit Again

Likelihood of Future Visitation (Q15): How likely are you to visit South Africa again in the next 18 months for leisure purposes? Satisfaction (Q36): How satisfied were you with your visit(s) to South Africa for leisure purposes in the past 5 years?

Satisfaction and Likelihood to Visit South Africa Again in Next 5 Years

21% 12% 11% 79% 88% 12% 86% 14% 86% 2% 86% 2% Nov-18 Feb-19 Jun-18 Feb-18 0.3% 0.3% Nov-17 4% 13% 85% 12% 11% 13% 84% 87% 85% 83% 2% 14% 2% Feb-19 Nov-18 1% Jun-18 Feb-18 2% 1% 1% 1% 1% Nov-17 2-3 4-5 6-7 1

Satisfaction (based on those visited South Africa for leisure in the past 5 years) Likelihood (based on those who intend to visit South Africa in the future) (n=240) (n=240) (n=128) (n=213) (n=231) (n=265) (n=313) (n=148) (n=269) (n=274)

102 SAT - Feb-19 - India Market Report

21% 18% 20% 23% 27% 27% 25% 27% 17% 22% 16% 23% 16% 17% 14% 21% 20% 17% 15% 26% 16% 18% 17% 24% 23% 19% 19% 27% 29% 29% 18% 25% 14% 28% 18% 18% 21% 26% 21% 22% 19% 17% 14% 14% 17% 16% 14% 16% 16% 16% 10% 13% 14% 16% 12% 13% 1% 0% 0% 0% (n=167) (n=192) (n=99) (n=202)

Reasons for Not Returning

Based on those who have visited South Africa in the past 5 years for either business or leisure, but do not intend on returning for leisure

• f all respondents)

Not Returning (Q41): Why aren’t you considering returning to South Africa for leisure purposes? (Select all that apply)

0% 20% 40% Concern about health risks Too expensive to get there Prefer to visit another destination Concerns for my personal safety 19% Don’t know anyone there Bad climate/weather Not a relaxing destination Would prefer to visit other places first Too much time to get there Too expensive once there Afraid of political climate/civil unrest 21% Difficult to get a visa Nothing interesting to do there Unfriendly people Other 16% 28% 27% 23% 1% 20% 20% 19% 19% 15% 14% 13% 10%

Reasons for Not Returning to South Africa for Leisure

(based on those who visited South Africa for leisure in the past 5 years but do not intend on returning)

(n=151;19%

Nov-17 Feb-18 Jun-18 Nov-18

Feb-19

SA Tourism BrandTracker

DEMOGRAPHICS

104 SAT - Feb-19 - India Market Report

Age, Gender and Education

Based on all respondents:

Age (Q3): How old are you? Gender (Q47): What is your gender? Education (Q48): Which of the following best describes your education status?

Age Gender Education

2% 11% 37% 38% 12% 0% 25% 50% 75% 100% 51-60 18-24 Above 60 25-30 0.3% 41-50 31-40 60% 40% 0% 25% 50% 75% 100% Female Male 83% 2% 13% 1% 1% 0% 25% 50% 75% 100% Some College Decline to answer 0.4% Graduate Degree Some Graduate School 4-Year College Degree 2-Year College or Vocational Degree

Feb-19: (n=800)

105 SAT - Feb-19 - India Market Report

Income and Employment Status

Based on all respondents:

Income (Q5): Which of the following ranges includes your total yearly household income before taxes? Employment Status (Q49): What is your occupational status?

Income Employment Status

7% 7% 4% 39% 43% 0% 25% 50% 75% 100% Over INR 5,300,000 INR 4,300,001 – INR 5,300,000 INR 3,250,001 – INR 4,300,000 INR 1,700,000 – INR 2,150,000 INR 2,150,001 – INR 3,250,000 2% 1% 1% 96% 0% 25% 50% 75% 100% Decline to answer 0.1% Unemployed / Looking for a job Work part time Student Work full time 0.1% Retired

Feb-19: (n=800)

106 SAT - Feb-19 - India Market Report

Feb-19: (n=800)

Marital Status and Region

Based on all respondents:

Marital Status (Q50): Which is your marital status? Region (Q6d): In what region do you currently reside?

Marital Status

29% 2% 68% 1% 0% 25% 50% 75% 100% Divorced Married Living with significant other / Engaged Single

Region

1% 1% 8% 3% 8% 7% 15% 30% 25% 0% 25% 50% 75% 100% Bengaluru Chennai Ludhiana Amritsar Delhi-NCR Ahmedabad 0.4% 0.1% Hyderabad Kolkata

Mumbai (including Greater and Navi Mumbai)

Chandigarh Surat