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ATA, in partnership with South Africa Tourism, will host the World Tourism Conference (WTC) in Johannesburg, South Africa. The conference will highlight the emerging business and investment opportunities across Africa’s tourism sector. The conference will show how tourism can be utilized as an engine for economic growth and job creation through disruptive business models and strategies, leveraging creative industries and culture, emerging technologies, capacity building, and building strategic partnerships.
Session title: Data Driving Change
Session description: For the 5th year in a row, Johannesburg has been identified by Mastercard’s Global Destination Cities Report as the number one city in Africa, wherein 162 cities are ranked in terms of visitor volume and spend. What does the data say from Euromonitor? How has Johannesburg had such success? Does the city’s success help to distinguish South Africa from Africa? Marrakech comes in second in Africa. How does data help cities to differentiate and how can it be applied on the continent to build brand diversity for the countries and bust the “continental blur’? What data is available and do tourist boards, tour operators and DMO’s maximize the value of published data? Can travel businesses learn to use data for developing their business strategy?
Session date and time: Wednesday, 24 July at 12:40pm CAT
Speaker name(s) and title(s): Christele Chokossa, Senior Research Analyst