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LTA 2pp interview, pp 28-29

INTERVIEW

BIOGRAPHY

Nomasonto Ndlovu has wide experience in brand marketing, communication and events in the private and public sector. She worked as Strategic Executiv Director for the City of Tshwane before taking senior marketing positions in fields as varied as banking (Standard Bank) and fast-moving consumer good (Unilever in South Africa and Kenya). In 2005 she joined KwaZulu-Natal’s tourism board and then worked as the global manager of business tourism at South African Tourism.

South Africa’s most visited province pulls ahead South Africa’s most visited province pulls ahead

The CEO of the Limpopo Tourism Agency, Nomasonto Ndlovu explains how The CEO of the Limpopo Tourism Agency, Nomasonto locals can become valued tourists. Ndlovu, explains how locals can become valued tourists.

Nomasonto Ndlovu

Howmany many visitors visitors has years? How hasLimpopo Limpopohad hadininrecent recent years?

Destination enjoyed a lead as the most visited province in in the coun DestinationLimpopo Limpopo enjoyed a lead as the most visited province the country 2016despite to 2018 despite fluctuating Limpopo’s since 2016from to 2018 fluctuating figures.figures. Limpopo’s performance can b performance can depicted three years as follows: depicted over thebepast three over yearsthe as past follows:

Year

Domestic Trips 8.3-million 5.1-million 3.3-million

2016 2017 2018

International Arrivals 1.5-million 1.8-million 2.1-million

Do increase these numbers? Doyou youhave have aa strategy strategy totoincrease these numbers?

BIOGRAPHY Nomasonto Ndlovu has wide experience in brand marketing, communications and events in the private and public sector. She worked as Strategic Executive Director for the City of Tshwane before taking senior marketing positions in fields as varied as banking (Standard Bank) and fast-moving consumer goods (Unilever in South Africa and Kenya). In 2005 she joined KwaZulu-Natal’s tourism board and then worked as the global manager of business tourism at South African Tourism. LIMPOPO BUSINESS 2019/20

LTA has a marketing strategy which gets reviewed annually for LTA hasofamaintaining marketingrelevance. strategy which getstoreviewed annually for purposes of purposes It is aligned the National Tourism maintaining It is aligned the National Sector Strategy Sector Strategyrelevance. (NTSS), Limpopo TourismtoGrowth StrategyTourism (LTGS) and (NTSS), Limpopo Tourism Strategy (LTGS) and the Limpopo the Limpopo Development Plan.Growth The Agency has developed another Development Plan. The Agency has developed another strategy strategy that would address the visiting friends and relatives (VFR) that would addressto the friends relatives (VFR) segmentmakes to be transformed in segment bevisiting transformed intoand holiday-makers. This segment holiday makers.ofThis upbut a big number of our domestic touris up a big number oursegment domesticmakes tourists with less spending, with lessdospending, they oftenasdo not view themselves asbut they often not view as themselves holiday-makers. This planas holiday make This to plan seeks the to increase thetourists domestic visit the seeks increase domestic thattourists visit thethat province forprovince for holidays, against those that are VFR, thus improving spend, length of stay and geographic spread. LTA will develop consumer insights that will assist in developing well-targeted campaigns and interventions. We will also develop a targeted all-year-round campaign that focuses on the VFR market in order for them to explore extending their stay to enjoy the tourism attractions in the province, thereby positively contributing to tourism and economic growth. What sectors are you focussing on? The Agency focuses on several clusters to achieve its vision of being a leading tourism destination in Southern Africa. LTA reviewed its clusters and has finalised a new structure. The clusters are as follows:

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Profile for Global Africa Network

Limpopo Business 2019/20 edition  

The 2019/20 edition of Limpopo Business is the 11th issue of this highly successful publication that, since its launch in 2007, has establis...

Limpopo Business 2019/20 edition  

The 2019/20 edition of Limpopo Business is the 11th issue of this highly successful publication that, since its launch in 2007, has establis...