Thabana-Tsoana Tourism
| Business Location: | Rural area - Villages |
| Province | Free State |
| Branch: | Thabo Mofutsanyana |
| Business Start Date: | 2011-09-20 |
| Busniess Type: | Company |
Business Dynamics and Challenges
Business Activities:
Tourism, hikes, tours, camping
Challenges/Needs:
• Lack of knowledge of the market they are operating in: Understanding how to reach beyond local visitors was a major hurdle.
• Poor / no marketing for the business: The business struggled with brand visibility and attracting a broader clientele.
• Access to export opportunities and markets: They had the potential to attract international tourists but lacked the know-how and platform to connect with inbound tour operators.
• Not profitable enough to be sustainable: While operational, the business needed a catalyst to significantly increase turnover and ensure long-term sustainability.
These challenges necessitated a visit to and registration with Sedfa to find a strategic pathway to growth.
Intervention Insights and Results
Intervention Details:
When the client, Ms. Tlalane Mofolo, engaged with Sedfa, the Business Advisor recognized the immense potential of Thabana-Tsoana Tourism's unique cultural offering. The intervention was two-fold and strategic:
1. Export Readiness Assessment Tool (ERAT): The Business Advisor first conducted a thorough Export Readiness Assessment Tool. This diagnostic tool evaluated the business's capacity to enter the international tourism market. The assessment covered areas such as product suitability for international tourists, financial management, and operational scalability. The ERA confirmed that Thabana-Tsoana was an ideal candidate for high-impact tourism marketing platforms.
2. Facilitation to Tourism Indaba: Based on the positive ERAT findings, Sedfa intervened to secure the business a platform at Tourism Indaba, Africa's premier travel trade show. This involved assisting with the application process and facilitating their participation. The goal was to place Thabana-Tsoana Tourism directly in front of domestic and international buyers, tour operators, and travel journalists, effectively bridging the gap between their rural location and the global tourism marketplace.
1. Export Readiness Assessment Tool (ERAT): The Business Advisor first conducted a thorough Export Readiness Assessment Tool. This diagnostic tool evaluated the business's capacity to enter the international tourism market. The assessment covered areas such as product suitability for international tourists, financial management, and operational scalability. The ERA confirmed that Thabana-Tsoana was an ideal candidate for high-impact tourism marketing platforms.
2. Facilitation to Tourism Indaba: Based on the positive ERAT findings, Sedfa intervened to secure the business a platform at Tourism Indaba, Africa's premier travel trade show. This involved assisting with the application process and facilitating their participation. The goal was to place Thabana-Tsoana Tourism directly in front of domestic and international buyers, tour operators, and travel journalists, effectively bridging the gap between their rural location and the global tourism marketplace.
Outcome Details:
Sedfa's targeted intervention provided a transformative boost to Thabana-Tsoana Tourism, yielding significant and measurable outcomes:
• New Markets Opened: Participation in Indaba directly exposed the business to international tour operators from Europe and North America, as well as domestic travel companies specializing in cultural and adventure tourism.
• Increased Clientele: The business has seen a marked increase in inquiries and bookings from tour groups, directly traceable to connections made at the trade fair.
• Improved Brand Visibility: The quality of their marketing material was elevated on a national stage. Their story and unique offering were featured in several travel media outlets, greatly enhancing brand recognition.
• Business Turnover: Post-Indaba, the business has projected a significant increase in turnover for the upcoming high season, with a conservative estimate of 40% growth due to confirmed group bookings.
• Enhanced Operational Skills: The preparatory process for Indaba, guided by the ERAT, equipped Ms. Mofolo with advanced skills in pitching her business, networking professionally, and structuring tour packages for the international market.
• New Markets Opened: Participation in Indaba directly exposed the business to international tour operators from Europe and North America, as well as domestic travel companies specializing in cultural and adventure tourism.
• Increased Clientele: The business has seen a marked increase in inquiries and bookings from tour groups, directly traceable to connections made at the trade fair.
• Improved Brand Visibility: The quality of their marketing material was elevated on a national stage. Their story and unique offering were featured in several travel media outlets, greatly enhancing brand recognition.
• Business Turnover: Post-Indaba, the business has projected a significant increase in turnover for the upcoming high season, with a conservative estimate of 40% growth due to confirmed group bookings.
• Enhanced Operational Skills: The preparatory process for Indaba, guided by the ERAT, equipped Ms. Mofolo with advanced skills in pitching her business, networking professionally, and structuring tour packages for the international market.
Client Feedback
Client Comments:
Thank you
