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This organisation has made a series of important changes over the past year. It has changed its logo, its name (South African Tourism instead of the abbreviated Satour) and moved its offices from Pretoria to Illovo, Johannesburg.

For the first time in the history of tourism promotion and marketing in South Africa, the 2000-01 marketing budget more than doubled. Central Government contributed R150 million, the Business Trust R50 million and the hospitality industry R25 million through voluntary levies collected by the accommodation sector.

Over the past year, South African Tourism has focused on increasing the number of visitors from countries that already account for the majority of overseas arrivals, namely the Netherlands, United Kingdom, Germany, the United States, France and Italy. These markets, while still our strongest, are far from saturated.

SA Tourism is also looking at opening up new markets. During 2001, we are conducting in-depth market research to expand our reach to visitors in Africa, India and the Middle East. We are planning intensive public relations campaigns in these regions once the research is completed.

In November 2000, SA Tourism launched the Circle of Sunshine campaign in London. The campaign, which will be extended to include other markets, is aimed at South Africans and people well disposed to South Africa. They are encouraged to become ambassadors for our country, and will be incentivised to promote South Africa via word of mouth.

It has been found that at least 60% of all tourists visit regions on the recommendation of others who have had a positive experience.

Tourism Month. This event was first launched in 1997 in recognition of World Tourism Day (27 September) and has been held annually in September since then. The goal is to place tourism high on the national agenda.

The objectives are to develop a tourism culture, to promote domestic tourism, and to create a sense of pride and achievement about being South African.

The Welcome Campaign. This is a domestic initiative under our auspices, started in February 2000. It aims to ensure that each South African understands the importance of tourism. This campaign has been growing from strength to strength. Increasing display of the Welcome logo by communities and the business sector proves this point.

Indaba. South Africa's premier tourism trade show has grown to become the most important marketing event on the tourism calendar, not only for our country, but for Southern Africa generally. In May 2000,the Durban International Convention Centre hosted Indaba, with more than 3 000 representatives from at least 850 companies, 177 members of the local media, and 123 foreign journalists coming together over four days.

A major concern was the under-representation of South Africa's black emerging market. To correct this situation, R1 million was committed from the International Marketing Scheme to subsidise the attendance of over 100 new entrepreneurs at Indaba 2001.

THE GIFT OF THE GAB

In February 2001, 80 cabbies from London, Birmingham and Manchester travelled to South Africa for an educational tour of the country. Renowned for their "gift of the gab" and reputation for "telling it like it is", the cabbies will be able to promote South Africa to key consumers by recounting their first-hand experiences of the country to passengers.

This is in addition to the highly successful launch in 1999 of 40 London taxi cabs, branded in the colours of the South African flag.

The cabbies also carry Factfilers, full of useful tourist information about South Africa. SA Tourism officials have found that passengers frequently read the Factfiler, often taking them away at the end of their journey.