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Tourism marketing
Free State Tourism Authority
 Free State Tourism Authority, Bloemfontein The FSTA is a parastatal resorting under the Free State Dept. of Tourism, Environmental & Economic Affairs. The FSTA disposes of its own staff complement and is based at the MTN Building at 139 Nelson Mandela Drive, Westdene, Bloemfontein. The telephone number is (051) 411 4300, fax (051) 4477 354, email khotso@vodamail.co.za. The Chief Executive Officer of the FSTA is Ms. Phomolo Mokuele. The FSTA has adopted a Strategic Master plan according to which it implements its mandate. In this the FSTA markets the Free State inter alia at various national and international tourism exhibitions. The beauty of the Free State Current position Having allocated considerable time the past two years on consulting various stakeholders involved in the marketing of the tourism potential of the Free State province, as well as on conducting some marketing trial runs locally, nationally as well as internationally, the Free State Tourism Authority (FSTA) has recently adopted a Strategic Marketing Plan (SMP) for the development of the tourism industry. The objectives of the SMP are amongst others to:
The achievement of these objectives would therefore contribute to the FSTA's strategic vision: "For the Free State to be recognised as a preferred inland tourism destination and an essential part of the foreign tourist itinerary during their visit to South Africa." Market research has indicated that tourists seek experiences related to destinations when choosing to visit an area and that socio-political / administrative boundaries have little meaning to them. It is therefor considered imperative that the Free State is developed and marketed as a branded destination with sub-destinations, each with their own appropriate by-line(s) or slogans. From this flows the current Free State's by-line of: "Discover - Explore - Experience our warm hospitality in the heart of our country." As for 2010, the cue should be taken from a national directive which says "Business unusual". Preparations for this momentous event should simply be fast-tracked, also in the Free State. It is really now "Business unusual". Following a visit by the Tourism Grading Council of SA (TGCSA) together with a project team to Bloemfontein on 2 November 2007 to introduce the nationwide drive 2010 Accommodation Sign-Up, the Free State Tourism Authority (FSTA) wishes to stress the necessity for local suppliers to comply with the requirements concerned. These include not only grading their establishments with the TGCSA, but also registering with MATCH as a preferred supplier of accommodation and travel for the 2010 FIFA World Cup in South Africa. These options not only afford excellent marketing opportunities, but at the same time an opportunity for local accommodation suppliers to upgrade their facilities and services to a level of excellence according to international standards. To be truly competitive in the international tourist market, it is necessary for Free State accommodation suppliers - hotels, guesthouses, lodges, B&Bs, overnighting for backpackers, etc. - to actively take care that their facilities and services are in every respect of top quality and standards. This covers reception areas, bedrooms, bathrooms, lounges, leisure areas, gardens, cuisine, logistical support services and all other hospitality services. Free State at Tourism Indaba In line with achieving step by step its vision of making the Free State a preferred inland tourism destination and an essential part of the itinerary of foreign tourists during their visit to Southern Africa, the Free State Tourism Authority (FSTA) annually exhibits at the Tourism Indaba being held in Durban every year in May. The latter is South Africa's major tourism showcase for both the local and international markets. For full details about Indaba, the following websites could be visited: www.indaba-southafrica.net, www.southafrica.net, or www.kagisoexpo.co.za. An idea of the appearance, extent and content of the Free State exhibition at Indaba can be gleaned from the following salient features:
Free State flag at World Travel Market  World Travel Market held annually in London The South African participation at the WTM is organized and co-ordinated by SA Tourism, which incorporates delegations from all nine provinces in their UK visit and operations. At the WTM some 202 countries and regions exhibit, with more than 50 000 travel industry professionals vying for the best and largest cut of the world tourism cake. The WTM constitutes truly the global event for the travel industry - operators, airlines, the entire hospitality industry, etc. Against this background the SA tourism industry is showing a 16% growth for the past six months, equating an additional 500 000 international tourists per annum. Some 100 SA businesses - small, medium and large - attend the WTM every year, generating in total R500 million worth of business. It is within this ambit that FSTA flys the Free State flag directly on the world tourism stage, endeavouring to stake a fair market share for the province. Free State tourism links with Europe The Free State Tourism Authority has over the past two years established valuable tourism links between the province and some Western European countries, notably Germany, Denmark, Belgium and The Netherlands. With Germany relations are especially good with the two rural provinces of Saxony and Saxony-Anhalt. Existing relations have been cemented and the exchanging of mutually beneficial tourism opportunities further developed. Especially with the tourism authority of Saxony-Anhalt, FSTA has established a productive working relationship. The upshot of the contacts is that significant numbers of well to do German pensioners are interested to visit specifically the Free State in the coming European winter. They are particularly interested to experience rural, township and farm hospitality in the Free State. They wish to stay over in these areas and experience firsthand what local life is about. As a result, FSTA is currently working on suitable tour packages to supply in the needs in this respect. The FSTA is moreover representing the Free State annually at the ITB International Tourism Exhibition in Berlin, with an appropriate exhibition within the stand of SA Tourism. The ITB is one of the largest and foremost tourism showcases in the world. It presents opportunities par excellence to meet tour operators and tourism stakeholders from around the globe. As for Denmark, Belgium and The Netherlands, it was found that the Danes and Belgians are more interested in urban and affluent tourism destinations and not so much in the homegrown experiences that the Free State would excel in. In contrast, in the Netherlands, the FSTA is again making good rapport and finds also an active interest in what typical Free State rural areas have to offer. In this regard, the Hollanders younger of age than German pensioners, are interested to engage in outdoor activities, such as hiking, cycling, horse-riding, etc. To sum up, the FSTA is now working on putting together a variety of tour packages mainly according to the following three categories:
Profile of CEO of FSTA  Ms. Phomolo Mokuele CEO of the Free State Tourism Authority She matriculated at Makabelane High School in Qwa Qwa and then went on to obtain B. Comm. Accounting at the University of the North at Turfloop, Pietersburg. Her first job was with the Receiver of Revenue at Phuthaditjhaba as tax assessor for small business, dealing especially with emerging farmers, taxi owners, etc. "I'm not a figure person and like more to interact with people and to be involved with the promotion of entrepreneurship. I educated these people in doing their taxes, before after five years I started my own tax consultancy. "In 1994 I served with the Independent Electoral Commission (IEC) and after the elections joined the then Agri-Eco as General Manager for Entrepreneurship Development. In 1999 I joined the ANC Head Office in Luthuli House, Johannesburg as Financial Manager, a position I held until 2004. "I resigned to start a entrepreneurship development consultancy in Qwa Qwa, but in October 2005 was picked to serve on the new board of directors of the Free State Tourism Authority (FSTA). In June 2006 I was appointed as the full-time CEO of the FSTA. My present job has tremendous challenges and hugely exciting developmental potential and while I find it highly fulfilling, I see myself not much as a 'meetings' person, but rather find more satisfaction in helping people to start and develop their own tourism enterprises. I would like to be an agent of change, especially helping disadvantaged and poor persons. To be eventually fully involved in that, is my ultimate dream." Family? "I'm a mother of three - a son in business, one daughter at Wits University and my other daughter a guest house entrepreneur in Bloemfontein. I have five sisters and a brother - four of my sisters are also in the hospitality industry as entrepreneurs, while the fifth work in the office of the Gauteng Premier. My brother is a dentist in Qwa Qwa." Hobbies? "Reading, especially motivational and entrepreneurial. I have just finished Mystery of Capital by Fernando Do Soto. It is about how barren land can be developed from nothing into something highly beneficial for people, e.g. the original stand of Disneyland in California was transformed from literally nothing into a global enterprise. I like books with a life-changing effect. Other than that, I am a gym fanatic, doing circuit as well as aerobics. I get up 5 o' clock in the morning and do that every weekday." Favourite food? "I am a health nut and is very particular about what I eat and drink. I also happen to suffer from a gluton intolerance and have therefore to avoid wheat in my diet. I prefer salads, tuna, fish and chicken - very little red meat." Preferred music? "Classical, especially Mozart. After a stressful day, it helps to cleanse my soul." Any concluding remarks? "I also have a passion for all local cultures in the Free State. I think we have a tremendous rich diversity, which should be translated and developed into tourism capital. For instance I am crazy about some of the Basotho traditional wear, especially as found in the outfits by modern emerging designers and am proud to make it part of my regular attire." Marketing tips Remember: For every eight tourists who visit South Africa, one job is created. Therefore the following are some of the tips every Free Stater should keep in mind to make tourists feel more welcome:
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