The South African  
                      Tourism Planning  
                      Toolkit 
                        for Local Government 
                    
                    
                    
                    
                    
                                                                  
                                                                  
                                                      October 2010 
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                    
                                                             
                                                             
                                                             
                    
                         Table of Contents 
                          
                         1.    TOURISM – An Important South African Industry........................................................... 6 
                             1.1 Introduction ................................................................................................................. 6 
                             1.2 SA Local Government’s Role In Tourism .................................................................. 10 
                             1.3 Why Local Government Should Invest In Tourism .................................................... 11 
                             1.4 Potential Benefits of Tourism .................................................................................... 11 
                                  Economic ................................................................................................................. 11 
                                  Social/Cultural Environment ..................................................................................... 12 
                             1.5 Tourism Challenges .................................................................................................. 12 
                             1.6 Purpose of the Tourism Planning Toolkit .................................................................. 14 
                         2.    TOURISM AND LOCAL GOVERNMENT – A BRIEF BACKGROUND ......................... 15 
                             2.1 Developmental Local Government ............................................................................ 15 
                             2.2 Integrated Development Planning ............................................................................. 15 
                             2.3 Economic Development ............................................................................................ 16 
                             2.4 Environmental Development ..................................................................................... 16 
                             2.5 Making a Tourism Destination Viable ........................................................................ 16 
                             2.6 Role of Local Governments in Tourism ..................................................................... 17 
                             2.7 Local Government Ways of Intervening in Tourism ................................................... 17 
                             2.8 Tourism Stakeholders ............................................................................................... 18 
                         3.    THE LINK BETWEEN THE TOURISM PLANNING ...................................................... 20 
                             3.1 Toolkit and Local Government Planning ................................................................... 20 
                             3.2 How to Use the Tourism Planning Toolkit ................................................................. 21 
                         4.    SITUATION ANALYSIS TOOLKIT ............................................................................... 23 
                             4.1 Contents of This Toolbox .......................................................................................... 23 
                             4.2 VISITOR DEMAND TOOLBOX ................................................................................. 24 
                                  4.2.1 Introduction and Scope ................................................................................... 24 
                                  4.2.2 Benefits of Using This Toolbox …………………………………………………...24 
                             4.3 PUBLIC SECTOR INFRASTRUCTURE TOOLBOX ................................................. 27 
                                  4.3.1 Introduction and Scope ................................................................................... 27 
                                  4.3.2 Benefits of Using This Toolbox ........................................................................ 27 
                                  4.3.3 Tourism Support Infrastructure ........................................................................ 28 
                                  4.3.4 Local Government Infrastructure Tasks .......................................................... 29 
                                  4.3.5 Data Collection................................................................................................ 31 
                                  4.3.6 Private Sector Infrastructure............................................................................ 32 
                                  4.3.7 Local Spatial Planning..................................................................................... 32 
                             4.4 NATURAL ASSETS MANAGEMENT TOOLBOX ...................................................... 34 
                                  4.4.1 Introduction and Scope ................................................................................... 34 
                                  4.4.2 Understanding Natural Assets ......................................................................... 34 
                                  4.4.3 Benefits of Using this Toolbox ......................................................................... 35 
                                  4.4.4 Resources....................................................................................................... 35 
                             4.5 VISITOR SATISFACTION TOOLBOX ...................................................................... 37 
                                  4.5.1 Introduction and Scope ................................................................................... 37 
                                  4.5.2 Benefits of Using This Toolbox ........................................................................ 38 
                                  4.5.3 Resources....................................................................................................... 38 
                                  4.5.4 Safety and Security Self Audit for Local Destination Officials .......................... 39 
                             4.6 TOURISM INDUSTRY INVENTORY TOOLBOX ...................................................... 40 
                                  4.6.1 Introduction and Scope ................................................................................... 40 
                                  4.6.2 Benefits of Using this Toolbox ......................................................................... 40 
                                  For further information you can refer to the following documents either on the web or 
                                   in the attached References Folder: ......................................................................... 44 
                             4.7 ECONOMIC IMPACT TOOLBOX ............................................................................. 44 
                                  4.7.1 Introduction and Scope ................................................................................... 44 
                                                                                                                                                 2 
                          
                                  4.7.2 Benefits of Using This Toolbox ........................................................................ 44 
                                  4.7.3 Resources....................................................................................................... 44 
                             4.8 COMMUNITY TOURISM TOOLBOX ........................................................................ 45 
                                  4.8.1 Introduction and Scope ................................................................................... 45 
                                  4.8.2 Benefits of This Toolbox .................................................................................. 46 
                                  4.8.3 Resources....................................................................................................... 46 
                                  4.8.4 Community Views and Opinions ..................................................................... 47 
                                  4.8.5 Surveying Community Views and Opinions ..................................................... 48 
                             4.9 TOURISM SAFETY TOOLBOX ................................................................................ 49 
                                  4.10 TOURISM INDUSTRY TRANSFORMATION TOOLBOX ................................. 50 
                                  4.10.1 Applying The Tourism BEE Charter .............................................................. 51 
                                  4.10.2 Purpose of Social Development and Industry Specific Scoring………………51 
                         5.    STRATEGIC PLANNING TOOLKIT ............................................................................. 52 
                             5.1 Introduction ............................................................................................................... 52 
                             5.2 MUNICIPALITY TOURISM PLANNING TOOLBOX .................................................. 52 
                                  5.2.1 Introduction and Scope ................................................................................... 52 
                                  5.2.2 Contents of This Toolbox ................................................................................ 52 
                             5.3 Toolbox 1: What is strategic planning all about? ....................................................... 53 
                             5.4 Toolbox 2: What perspective should you keep in mind when doing a strategic plan? 53 
                             5.5 Toolbox 3: Why is there a need for tourism planning? .............................................. 56 
                             5.6 Toolbox 4: What should be done to prepare for a strategic planning process? ......... 57 
                             5.7 Toolbox 5: Apart from the information in the Situation Analysis Toolbox, is there a  
                                  need to do more research and analysis? ................................................................. 59 
                                  5.7.1 SWOT and PEST analysis .............................................................................. 59 
                                  5.7.2 PEST Analysis ................................................................................................ 59 
                                  i) Political (Including Legal) Factors ......................................................................... 60 
                                  ii) Economic Factors ................................................................................................ 60 
                                  iii) Socio-cultural Factors .......................................................................................... 60 
                                  iv) Technological Factors ......................................................................................... 61 
                                  5.7.3 SWOT Analysis ............................................................................................... 61 
                                  5.7.4 Analysis of PEST and SWOT .......................................................................... 62 
                                  Using the findings of a SWOT analysis to develop new markets and promotional 
                                  activities................................................................................................................... 62 
                             5.8 Toolbox 6: What model should be used to do the planning? ..................................... 64 
                             5.9 Toolbox 7: Community Outcomes ............................................................................. 69 
                             5.10 Toolbox 8: Communication and consultation ........................................................... 70 
                             5.11 Toolbox 9: Marketing and branding ......................................................................... 71 
                                  5.11.1 Consumer Orientation ................................................................................... 71 
                                  5.11.2 Market Research ........................................................................................... 71 
                                  5.11.3 Branding ....................................................................................................... 72 
                                  5.11.4 Product Development.................................................................................... 73 
                                  5.11.5 Experience .................................................................................................... 74 
                                  5.11.6 Why Government Departments need Branding ............................................. 74 
                                  5.11.7 Distribution and Marketing Channels ............................................................. 75 
                                  5.11.8 Direct Contact ............................................................................................... 75 
                                  5.11.9 Indirect Contact ............................................................................................. 75 
                                  5.11.10 Monitoring ................................................................................................... 76 
                             5.12 Toolbox 10: Specific infrastructure planning ............................................................ 77 
                                  a) Current Status of Tourism Infrastructure .............................................................. 77 
                                  b) Private Sector Investment into the Economy........................................................ 77 
                                  c) Overall Infrastructure Goals ................................................................................. 77 
                                  d) Strategic Infrastructure Goals .............................................................................. 78 
                                  e) Tourism Infrastructure Actions ............................................................................. 79 
                                  f) Prioritisation of Infrastructure Investment .............................................................. 80 
                                   
                                                                                                                                                 3 
                          
                         6.    CAPACITY BUILDING TOOLKIT ................................................................................. 81 
                             6.1 Introduction ............................................................................................................... 81 
                             6.2 Rationale for an HRD Strategy .................................................................................. 82 
                             6.3 Issues Affecting the Sector’s Performance................................................................ 83 
                             6.4 Issues and Education and Training ........................................................................... 83 
                             6.5 Strategic Imperatives for HRD in Tourism ................................................................. 84 
                                  6.5.1 A Vision for HRD in the Tourism Sector ........................................................... 85 
                                  6.5.2 A Comprehensive Programme of Interventions ................................................ 86 
                                  6.5.3 Core Principles for Informing, Guiding and Strengthening Strategic Interventions  
                             6.6 A Project Implementation Framework ....................................................................... 88 
                                  6.6.1 The Structure for Project Implementation ......................................................... 89 
                                  6.6.2 The Project Framework.................................................................................... 90 
                                  6.6.3 Basic Consideration for the Development of Project ...........................................91 
                             6.7 Capacity Building Toolbox ........................................................................................ 92 
                                  1. Achieving Effective Agreements........................................................................... 92 
                                  2. Stakeholder Analysis ........................................................................................... 93 
                                  a. Identifying Your Stakeholders: ............................................................................. 93 
                                  b. Prioritize Your Stakeholders: ................................................................................ 93 
                                  c. Understanding your key stakeholders: ................................................................. 94 
                                  3. Brainstorming....................................................................................................... 94 
                                  4. Goal Setting ......................................................................................................... 95 
                                  5. Running meetings ................................................................................................ 96 
                                  6. Mentoring Staff Members ..................................................................................... 97 
                                  7. How to Motivate Your Team ................................................................................. 99 
                                      What do people want from their jobs? ................................................................. 99 
                                  8. Conflict Resolution ............................................................................................... 99 
                                  8.1 Using the Tool: A Conflict Resolution Process ................................................. 101 
                                  9. Active Listening .................................................................................................. 102 
                                  Resources ............................................................................................................. 103 
                         7.    IMPLEMENTATION TOOLKIT ................................................................................... 105 
                             7.1 Introduction ............................................................................................................. 105 
                             7.2 Implementing the Tourism Strategy Successfully .................................................... 105 
                                  7.2.1 Outputs ......................................................................................................... 106 
                                  7.2.2 Partnerships .................................................................................................. 107 
                                  7.2.3 Project Design, Appraisal & Development ……………………………………..107 
                                  7.2.4 How Do We Ensure Implementation of Our New Plan?................................. 109 
                         8.    MONITORING PERFORMANCE TOOLKIT ............................................................... 111 
                             8.1 Introduction ............................................................................................................. 111 
                             8.2 Monitoring and Evaluation ...................................................................................... 111 
                                  8.3 Why use this Toolbox? ..................................................................................... 112 
                                  8.4 Determining What to Monitor & Evaluate ......................................................... 112 
                                  8.5 Baseline Measurement .................................................................................... 113 
                                  8.6 Designing Performance Indicators ................................................................... 114 
                                  8.7 Performance Indicators .................................................................................... 114 
                                  8.8 Information Collecting ...................................................................................... 118 
                                  8.9 Changing the Plan ........................................................................................... 119 
                         A Note About Celebration .................................................................................................. 120 
                          
                          
                          
                          
                          
                                                                                                                                                 4