Dear Tourism Partner,

Following the previous edition of TOURISMmarketer where we dealt in detail with how to create a marketing plan, we received a moving email from Janet Cuthbertson. She wrote:

"This is the most helpful webpage we have seen in ages and we believe it is going to make a difference to many many people who need to get into the tourism market and provide a business plan (for other ventures than tourism too!)  Thank you very much.

We would like to know if there is any possibility of helping a very special person to draw up a business plan.  JJ Bezuidenhout and Jennae, my daughter and son in law, are hoping to turn their home into a b+b. 

This is not unusual excepting that they are special because JJ is a quadriplegic. He broke his neck in a diving accident.  With a good business plan they would be able to reach out to find support for this venture in many ways. 

They are based in the midst of a wonderful tourism area Hluhluwe village and their potential to set up a worthwhile business is great They do need all the help they can find however as JJ is not employed because of his handicap. 

Jennae works in Johannesburg so he is on his own with a carer most of the time.  If they could set up this b+b she would be able to come home and help him with this business and they could be together."

Africa Adventure would like to extend this appeal to all our subscribers. If you are willing and able to assist, please contact Janet Cuthbertson directly on suniridge@ballmail.co.za

Africa Adventure Cape to Cape Expedition

By now, you might have heard about the Africa Adventure Cape to Cape expedition. Today, however, I'll give you an inside view on how this expedtion is not only good for tourism in Africa but also for your own business.

Lets start with the Africa Adventure Cape to Cape expedition itself:

Africa, as a travel destination, faces a number of challenges from other long haul destinations such as Asia Pacific, North America, Caribbean and Latin America.

One of biggest challenges is the concern of personal safety whilst travelling.

To overcome the fear of personal safety and to motivate travellers to visit one of the most beautiful continents on earth, Africa Adventure is undertaking the Africa Adventure Cape to Cape Expedition in 2009.

This expedition will start at Cape Agulhas, the southernmost tip of Africa, traverse the African Continent through Europe to its northernmost tip, the Nordkap or North Cape, in Norway.

It will be undertaken by a team of 10 women in 5 vehicles travelling 2 continents in 8 months and is divided into two parts, each with a different objective.

Part one is the journey through Africa for the participants to fully appreciate this great continent and to collect as much travel information as possible about the countries visited.

This knowledge will be made available to the tourist on our websites and in a variety of media such as a printed documentary after completion of the expedition, television documentaries etc.

The second part, which has a completely different objective, is travelling through Europe.

Here we strive to visit as many major cities in Europe as possible, to promote Africa as a continent with many alluring and safe travel destinations by the means of road shows.

During these road shows, all participants will act as "ambassadors" for the countries visited and promote them as travel destinations.

It goes without saying that we will highlight our sponsors and display the vehicles with equipment used for crossing Africa.

This will also be the time for media recordings and interviews, which will be pre-arranged long before arrival.

Now, the marketing objectives of the Africa Adventure Cape to Cape:

The marketing objective of the Africa Adventure Cape to Cape is to effectively showcase the unique holiday destinations Africa has to offer and what Africa holds for the potential traveller.

We attempt to direct the focus of these travellers to an active, fun-filled and exciting holiday experience, as recent research has shown that this is what the traveller expects from a holiday in Africa.

Next, the promotion of the Africa Adventure Cape to Cape:

The primary focus of promotion will remain on mass communication via the Internet, documentaries on television and in printed travel, sport and lifestyle magazines as well as newspaper reports.

Direct mail campaigns to over 30 000 existing and prospective clients / tourists will increase as a cost-effective means of targeted marketing campaigning.

Personal "selling" at different trade exhibitions and road shows as well as slide and video presentations in the local and international markets will remain an important element of the overall marketing strategy long after the expedition.

A printed expedition documentary will be published and sold by leading bookstores in South Africa and Europe which will add further value to Africa as a travel destination.

Public relations activities such as the auctioning of sponsored equipment (if sponsor does not request return of equipment) and the donation of proceeds to various African child welfare organisations will play an important role in the marketing mix.

Then, how you are going to benefit from the Africa Adventure Cape to Cape:

Africa is one of the most diverse continents, rich in history and culture. It is a traveller's paradise offering pristine beaches, breathtaking scenery and spectacular wildlife.

Tourism in Africa is also one of the strongest economical factors, creates employment and income for hundreds and thousands of people across the continent (in South Africa every eighth tourist creates one job) and plays a major role in developing much needed infrastructure.

And after all, tourism is your business. It is from tourism that you derive your own livelihood, and more tourists mean more money, cash, moolla, bucks, dosh or whatever you like to call it!

And last but not least, how you can be a part of the Africa Adventure Cape to Cape:

You have many ways of being part of the Africa Adventure Cape to Cape.

Firstly, if you are not a member of Africa Adventure it is now the right time to join. Not only will you be listed on Africa Adventure's websites but also get a listing in the printed Travel Directory which will be realeased during the official media launch of the Africa Adventure Cape to Cape at INDABA in May 2008.

Secondly, if you are a member of Africa Adventure, make sure you have booked your space to include a picture of your establishment or tourism related service in the above mentioned printed Travel Directory, remember, a picture speaks 1000 words!

Thirdly, if you are female and up to the challange, why not join us on our trip through Africa and Europe?

Fourthly, why not become a sponsor to the Africa Adventure Cape to Cape.

You would be in good company as Mitsubishi is sponsoring the vehicles we need for the trip - five brandnew Mitsubishi Pajero GLX - and Minister van Schalkwyk of the Ministry of Environmental Affairs and Tourism has personally endorsed this unique event - now how's that for a start!

But whatever you do, do not let this opportunity pass to activly build tourism in Africa!