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INDIA: SOUTH AFRICAS LONGITUDINAL PERFORMANCE SAT - Feb-19 - India - PowerPoint PPT Presentation

Mar 17, 2024 •138 likes •1.2k views

INDIA: SOUTH AFRICAS LONGITUDINAL PERFORMANCE SAT - Feb-19 - India Market Report 1 Arrivals and Spend R1.4bn SAT - Feb-19 - India Market Report 2 Seasonality Indian Arrivals peak in May, Indias summer school holidays extend from May to

  1. South Africa Rank Versus All Destinations | Longitudinal South Africa Ranks Across Waves Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=278) (n=312) (n=140) (n=298) (n=303) Memorable 6 10 1 9 5 Adventurous 1 6 2 2 1 Offers a Wildlife Experience 1 2 2 1 1 Welcoming People You Can Interact With 5 8 5 8 4 Offers a Wide Variety of Experiences 4 4 5 8 3 Breath-taking 5 8 2 7 3 Enriching 5 8 4 9 7 A Very Authentic Travel Experience 3 9 2 8 3 Offers Excellent Value for the Money 4 5 1 6 8 Is a Safe & Secure Environment 4 9 8 7 8 Top Desirable Performance and Personality Associations Highest Rank Significantly Above Average (at 95% confidence level) Lowest Rank Significantly Below Average (at 95% confidence level) Based on a random selection of total aware of each country as an international destination for leisure purposes –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Performance Ratings (Q22): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". Personality Ratings (Q23): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 14

  2. South Africa Performance Associations | Total Performance Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 6,04 6,10 6,15 6,12 6,11 6,11 Very Well 6,13 5,86 5,88 5,96 6,09 6,14 5,94 5,97 6,09 6,31 6,04 6,08 6,12 6,08 6,07 6,01 6,02 6,00 5,97 6,01 6,09 6,15 6,09 6,02 6,09 6,09 6,01 6,20 6,14 6,29 6,01 6,18 6,17 6,25 6,22 6,20 6,19 6,19 6,18 6,16 6,17 6,18 6,14 6,16 6,15 6,14 6,14 6,12 6,11 6,10 6,08 6,08 6,07 6,08 6,08 6,05 6,04 6,04 6,02 6 5 4 3 Does Not 2 Describe at All Has beautiful Is a Safe & A Very Offers a Wide Is Easy to Offers Offers Offers a Excellent Offers a Offers a Welcoming Offers a scenery Secure Authentic Variety of Get Around Opportunity Excellent Relaxation Year-Round Wildlife Historical & People You beach Environment Travel Experiences to Experience Value for Experience to Travel Experience Cultural Can Interact experience Experience the Natural the Money Break Away Experience With Attraction(s) from Routine Based on a random selection of those aware of South Africa: Nov-17: (n=278); Feb-18: (n=312); Jun-18: (n=140); Nov-18: (n=298); Feb-19: (n=303) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 15

  3. South Africa Personality Associations | Total Personality Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 6,07 6,19 6,15 6,16 6,24 6,21 6,11 6,33 6,16 6,21 6,24 6,24 6,02 6,12 6,10 6,08 6,10 6,04 Very Well 6,10 6,16 6,05 6,06 6,26 6,11 6,05 6,12 6,08 6,29 6,28 6,26 6,28 6,25 6,24 6,20 6,20 6,21 6,18 6,17 6,17 6,14 6,14 6,13 6,13 6,12 6,09 6 5 4 3 Does Not 2 Describe at All Fun Friendly Memorable Exciting Adventurous Breath-taking Enriching Exotic Well-known Based on a random selection of those aware of South Africa: Nov-17: (n=278); Feb-18: (n=312); Jun-18: (n=140); Nov-18: (n=298); Feb-19: (n=303) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 16

  4. SA Tourism Brand Tracker BRAND JOURNEY

  5. South Africa Rank Versus All Destinations | Longitudinal South Africa Ranks Across Waves Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Total Awareness 7 7 7 7 8 Unaided Awareness 7 7 7 7 7 Positivity 7 7 7 7 8 Likely to Visit in Future 7 7 7 7 8 Likely to Seek Info 7 7 7 7 7 Uniqueness 6 6 5 6 6 Stature 6 6 6 7 7 Sought Info 7 7 6 7 7 Familiarity 7 7 7 7 8 Suitability 5 6 6 7 7 Likely to Visit in Next 18 Months 6 7 6 7 8 Closure Ratio 6 7 7 9 9 Highest Rank Lowest Rank Significantly Above Average (at 95% confidence level) Significantly Below Average (at 95% confidence level) Based on all respondents: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) SAT - Feb-19 - India Market Report 18

  6. SA Tourism Brand Tracker CONVERSION CURVE

  7. South Africa Longitudinal Conversion Curve | Total South Africa Conversion Curve Across Waves — Total Closure Ratio 100% Nov-17 (1 in 1.12) Feb-18 (1 in 1.21) Jun-18 (1 in 1.46) 75% (1 in 1.33) Nov-18 (1 in 1.24) Feb-19 50% 25% 0% Total Awareness Likeability/ Positivity Consideration Plan to Gather Plan to Visit in Have Gathered Have Visited in Recommendation Information in Next 18 Months Information in Last 18 Months Next 18 Months Last 18 Months 56% 44% 30% 42% 25% 28% 25% 21% Nov-17 (n=800) 59% 47% 30% 45% 25% 32% 27% 21% Feb-18 (n=800) 65% 51% 32% 48% 28% 37% 25% 22% Jun-18 (n=400) 59% 45% 27% 42% 23% 31% 23% 20% Nov-18 (n=800) 56% 45% 29% 44% 24% 29% 23% 20% Feb-19 (n=800) Nov-17 to Feb-19 0% 1% -1% 2% -1% 1% -2% -1% Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa SAT - Feb-19 - India Market Report 20

  8. SA Tourism Brand Tracker CONVERSION LEAKAGE ANALYSIS

  9. Leakage at Stages of the Brand Journey | Media Channels Leakage and Media Channels (based on all respondents) Saw Marketing Market Size (million pax) Preferred Communication for SA Channels 1 0.80 among AWARE Media Channels among NOT Leakage AWARE Visited Not Visited Online news, articles, web pages, blogs, travel booking 0.53 77% 13% 16% N E V E R V I S I T E D million pax / review websites, etc. 0.35 6 7 % Video streaming websites (YouTube, Vimeo, etc.) 75% 17% 15% mn 0.17 A W A R E N E S S Newspapers, Magazines, Travel magazines and million pax 72% 7% 9% booklets 0.05 2 8 % mn Travel brochures/ posters from travel agents, tour 72% 11% 9% 0.12 operators, tourist information centre, etc. P O S I T I V I T Y million pax Social networking websites (Facebook, Instagram, 0.04 71% 16% 13% 3 4 % Snapchat, Twitter, etc.) mn 0.08 Mobile applications, News alerts via mobile feeds C O N S I D E R A T I O N 71% 11% 5% million pax (using phone, tablet, mobile devices, etc.) 0.02 1 8 % mn TV channels 69% 13% 19% 0.07 S O U G H T I N F O million pax Cinema 64% 7% 5% 0.01 mn 1 0 % 0.06 S H O R T - T E R M Radio channels 60% 6% 7% million pax C O N S I D E R A T I O N (n=353) (n=192) (n=91) Points with Maximum Leakage Key Media Channels Most Viewed Based on all respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability Media Channels (Based on Q43a and Q10b): Impact of preferred media channels and saw marketing communication Note: 1 Preferred channels for viewing travel and tourism related promotional material, and it is a rating question. All rating questions have been analysed using top 2 box approach. The million pax at different stages are calculated based on those who are aware of SA SAT - Feb-19 - India Market Report 22

  10. Leakage at Stages of the Brand Journey | Barriers Leakage and Barriers (based on all respondents) Market Size (million pax) 2 3 4 5 Barriers 0.80 Concern about Health Risks 10% 12% 7% 15% Leakage Safety Uncertain About Political Climate 8% 5% 9% 8% 0.53 N E V E R V I S I T E D Concerns For My Personal Safety 8% 12% 6% 8% million pax 0.35 6 7 % Too Expensive to Get There 8% 6% 8% 8% Cost mn 0.17 A W A R E N E S S Too expensive once there 6% 5% 9% - million pax 0.05 2 8 % Another Destination Was More Appealing 14% 10% 17% 8% mn 0.12 Don’t know anyone there P O S I T I V I T Y 11% 8% 11% 15% million pax 0.04 Not a relaxing destination 10% 5% 5% 8% 3 4 % mn 0.08 C O N S I D E R A T I O N Too much time to get there 8% 6% 9% 8% Other million pax 0.02 Bad Climate 7% 8% 5% 15% 1 8 % mn 0.07 S O U G H T I N F O Difficult to get a VISA 6% 8% 8% - million pax 0.01 Nothing interesting to do there 5% 10% 5% 8% mn 1 0 % 0.06 S H O R T - T E R M No particular reason 2% 4% 2% - million pax C O N S I D E R A T I O N (n=49) (n=61) (n=48) (n=4) Warning some bases below 75 Points with Maximum Leakage Key Barriers Based on all respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability Barriers (Based on Q34) Reasons for Not Visiting South Africa: Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply) Note: All market sizes are for the 'Never Visited' category in the market; All calculations have been done using absolute values, and not the rounded off values. The million pax at different stages are calculated based on those who are aware of SA, and the barriers are based on the leakages at different stages SAT - Feb-19 - India Market Report 23

  11. SA Tourism Brand Tracker SOUTH AFRICA SNAPSHOT

  12. Total Awareness and Familiarity | Total Total Awareness and Familiarity (based on all respondents) Top-of-Mind Awareness Exclusive Unaided Awareness Exclusive Aided Awareness Percent Very Familiar With 100% 75% 65% 60% 59% 56% 56% 50% 42% 37% 38% 35% 37% 25% 20% 22% 19% 16% 18% 4% 3% 2% 2% 0% 1% Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Percent very Total familiar with 32% 33% 36% 33% 34% Based on all (n=800) (n=800) (n=400) (n=800) (n=800) respondents Aided (Q9): Which of the following countries have you heard of as an international destination for leisure purposes prior to this survey? (Select all that apply) Unaided (Q7): I would like to begin by asking you about international destinations for leisure purposes. By this we mean “foreign cou ntries that you may consider visiting for leisure and enjoyment". When you think about “international destinations for leisure purposes", which countries come to mind? Top-of-Mind (Q7): First mention to unaided awareness question. Percent “Very Familiar” with Each Country (Q11): Of all respondents, the percentages who are “very familiar” with each as an international destination for leisure purp oses. SAT - Feb-19 - India Market Report 25

  13. Total Awareness and Familiarity | By Segments Total Awareness and Familiarity (based on all respondents) Top-of-Mind Awareness Exclusive Unaided Awareness Exclusive Aided Awareness Percent Very Familiar With 100% 74% 75% 72% 67% 66% 65% 64% 60% 59% 58% 53% 50% 49% 49% 42% 50% 46% 48% 46% 36% 38% 42% 37% 52% 40% 38% 32% 36% 34% 35% 31% 31% 25% 26% 30% 24% 18% 26% 18% 21% 18% 18% 13% 11% 14% 13% 13% 14% 4% 4% 3% 3% 3% 3% 3% 2% 2% 2% 1% 2% 0% 1% Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Young Family Adventurers Social Explorers Seasoned Status Seekers Percent very 36% 29% 23% 31% 26% 19% 23% 19% 25% 25% 39% 41% 51% 40% 43% familiar with (n=120) (n=120) (n=60) (n=120) (n=120) (n=280) (n=280) (n=140) (n=280) (n=280) (n=400) (n=400) (n=200) (n=400) (n=400) Based on all Warning some bases below 75 respondents –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Aided (Q9): Which of the following countries have you heard of as an international destination for leisure purposes prior to this survey? (Select all that apply) Unaided (Q7): I would like to begin by asking you about international destinations for leisure purposes. By this we mean “foreign cou ntries that you may consider visiting for leisure and enjoyment". When you think about “international destinations for leisure purposes", which countries come to mind? Top-of-Mind (Q7): First mention to unaided awareness question. Percent “Very Familiar” with Each Country (Q11): Of all respondents, the percentages who are “very familiar” with each as an international destination for leisure purp oses. SAT - Feb-19 - India Market Report 26

  14. Aided Advertising Brand Recall | Total Aided Advertising Brand Recall (based on all respondents) South Africa Australia 100% 72% 71% 75% 68% 68% 68% 50% 51% 25% 48% 44% 41% 41% 0% Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Total Based on all (n=800) (n=800) (n=400) (n=800) (n=800) respondents Aided Advertising Brand Recall (Q10): Which of the following international destinations for leisure purposes have you ever seen or heard travel information about? (By travel information we mean: advertisements on different media including social media, special offers, brochures, web-site information, articles, travel posters, television programs, etc.) (Select all that apply) SAT - Feb-19 - India Market Report 27

  15. Aided Advertising Brand Recall | By Segments Aided Advertising Brand Recall (based on all respondents) South Africa Australia 100% 78% 78% 78% 75% 74% 72% 75% 70% 69% 68% 68% 67% 66% 66% 61% 58% 50% 62% 56% 51% 50% 50% 25% 49% 48% 44% 40% 39% 38% 36% 36% 33% 33% 0% Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Young Family Adventurers Social Explorers Seasoned Status Seekers Based on all (n=120) (n=120) (n=60) (n=120) (n=120) (n=280) (n=280) (n=140) (n=280) (n=280) (n=400) (n=400) (n=200) (n=400) (n=400) respondents Warning some bases below 75 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Aided Advertising Brand Recall (Q10): Which of the following international destinations for leisure purposes have you ever seen or heard travel information about? (By travel information we mean: advertisements on different media including social media, special offers, brochures, web-site information, articles, travel posters, television programs, etc.) (Select all that apply) SAT - Feb-19 - India Market Report 28

  16. Brand Media Channels Media Channels for South Africa (based on aided advertising brand recall) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=330) (n=381) (n=204) (n=349) Video streaming websites (YouTube, Vimeo, etc.) 16% 10% 10% 12% 10% Social networking websites (Facebook, Instagram, Snapchat, Twitter, etc.) 15% 13% 13% 14% 13% 14% Online news, articles, web pages, blogs, travel booking / review websites, etc. 14% 17% 17% 16% TV channels 13% 10% 16% 13% 13% Travel brochures/ posters from travel agents, tour operators, tourist information centre, etc. 11% 13% 11% 11% 12% Mobile applications, News alerts via mobile feeds (using phone, tablet, mobile devices, etc.) 9% 10% 9% 12% 9% 9% Newspapers, Magazines, Travel magazines and booklets 12% 8% 12% 11% Radio channels 7% 8% 9% 6% 7% Cinema 7% 9% 7% 4% 9% Other 0.3% 0% 0.3% 0% 0% 0% 20% 40% Based on aided advertising brand recall: (n=329) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Brand Media Channels (Q10b): Where did you last see the marketing communication for the following international destination(s) for leisure purposes? (Single Select) SAT - Feb-19 - India Market Report 29

  17. Sources of Awareness How Did You First Become Aware of South Africa as a Leisure Travel Destination Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=449) (n=475) (n=259) (n=474) Used a search Engine 13% 43% 38% 39% 37% 35% Saw an advertisement on TV 10% 38% 39% 36% 33% 39% Saw locations of South Africa in a movie/TV Show 13% 35% 39% 39% 34% 38% Saw an advertisement in a magazine/newspaper 8% 34% 34% 33% 30% 34% Read about South Africa in a travel book/travel magazine 6% 34% 40% 33% 32% 35% Read a magazine/newspaper article describing South Africa 5% 33% 35% 29% 25% 37% 7% Read about or saw photos of South Africa on community sites 33% 34% 29% 24% 31% Read an article on a website describing South Africa 6% 30% 35% 32% 33% 34% Recommended by a friend/colleague/family member 29% 6% 33% 29% 28% 28% Informed by travel agent or South Africa was part of a travel package 5% 27% 32% 30% 27% 26% Visited a friend/family member who stays in South Africa 5% 26% 31% 25% 28% 22% Airline advertised the location 2% 25% 33% 26% 22% 24% 26% 21% 18% 21% Went for a specific event (e.g., wedding, concert, sports etc.) 4% 23% 25% 25% 20% 26% Went for a specific recreational purpose (e.g., scuba diving, trekking, safari, golfing, sailing etc.) 4% 23% 34% 27% 24% 28% Saw an advertisement at the cinema 3% 22% First Mention Total Mentions 27% 26% 20% 26% Had previously visited South Africa for business 4% 20% 0% 0% 0% 0% Other 0.2% 0% 20% 40% 60% Based on respondents who were aware of South Africa as a leisure travel destination: (n=447) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Sources of Awareness (Q33a/b): How did you FIRST become aware of South Africa as a leisure destination? (Select all that apply) . Please rank the order in which each of these sources contributed to you FIRST becoming aware of South Africa as a leisure destination. (Please select one response per column) SAT - Feb-19 - India Market Report 30

  18. South Africa Considerers | Who Also Consider Other Destinations Percent of South Africa Considerers Who Also Consider Other Destinations* Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 100% 70% 70% 69% 68% 68% 75% 66% 66% 64% 63% 61% 62% 62% 61% 59% 58% 57% 57% 57% 55% 54% 53% 52% 51% 51% 51% 50% 48% 47% 46% 50% 41% 41% 40% 39% 39% 39% 39% 38% 38% 37% 37% 37% 30% 31% 29% 29% 25% 0% Switzerland Australia USA France UK Brazil Italy Egypt Kenya Based on Those Who Consider Visiting the Destination: Nov-17: (n=241); Feb-18: (n=241); Jun-18: (n=128); Nov-18: (n=216); Feb-19: (n=232) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– * Percent of people who consider South Africa also consider Destination listed in chart SAT - Feb-19 - India Market Report 31

  19. Other Destination Considerers | Who Also Consider South Africa Percent of Other Destination Considerers Who Also Consider South Africa* Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 100% 70% 75% 67% 66% 56% 55% 55% 54% 53% 50% 49% 49% 47% 46% 46% 44% 42% 50% 42% 41% 40% 39% 39% 39% 38% 38% 38% 38% 38% 36% 36% 36% 36% 36% 36% 35% 35% 35% 34% 34% 34% 34% 32% 32% 31% 31% 29% 25% 0% Kenya Egypt Brazil Italy France Switzerland Australia UK USA Nov-17 (n=108) (n=185) (n=199) (n=242) (n=320) (n=397) (n=428) (n=348) (n=423) Feb-18 (n=126) (n=183) (n=205) (n=252) (n=299) (n=389) (n=426) (n=394) (n=458) Jun-18 (n=56) (n=95) (n=95) (n=133) (n=175) (n=209) (n=223) (n=203) (n=226) Nov-18 (n=117) (n=172) (n=209) (n=282) (n=340) (n=411) (n=429) (n=384) (n=427) Feb-19 (n=134) (n=174) (n=253) (n=271) (n=340) (n=425) (n=427) (n=386) (n=452) Warning some bases below 75 Based on Those Who Also Consider Visiting South Africa –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– * Percent of people who consider Destination listed in chart also consider South Africa SAT - Feb-19 - India Market Report 32

  20. Meta-perceptions Snapshot Meta-perceptions (based on a random selection of all respondents who are total aware of South Africa as an international leisure destination) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean 6,03 6,26 6,01 6,07 7 5,84 6,21 6,17 6,18 6,19 6,19 6,14 6,14 6,14 6,09 6,09 6,07 6,07 6,04 6,02 6,04 6,03 6,00 5,97 5,98 5,94 6 5 4 3 2 Stature Trajectory Uniqueness Affordability Suitability Based on a random selection of all respondents who are total aware of South Africa as an international leisure destination: Nov-17: (n=374); Feb-18: (n=405); Jun-18: (n=200); Nov-18: (n=386); Feb-19: (n=370) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Stature (Q24): To what extent do you think each of the following is “One of the Best or Worst Destinations for Leisure Purposes” usin g a 1 –7 scale where 1 means “One of the Worst International Destinations for Leisure Purposes” and 7 means “One of the Best International Destinations for Leisure Purposes"? Uniqueness (Q26): Some international destinations for leisure purposes are more unique and distinctive in terms of the overall travel experience they offer. Please rate each international destination according to how unique and distinctive you think the leisure travel experience is using a 1 –7 scale where 1 means “Not Unique or Distinctive” and 7 means “ Very Unique and Distinctive". Affordabilit y (Q27): Some international destinations for leisure purposes are more affordable than others and some are less affordable. Please rate each of the following international destinations according to how affordable you believe it is (including airfare) using a 1 –7 scale where 1 means “Not at All Affordable” and a 7 means “Very Affordable". Suitability (Q25): Some international destinations for leisure purposes meet the needs of many different types of leisure travellers (i.e., travellers seeking relaxation, travellers seeking a cultural experience, travellers seeking adventure, etc.), while others are suitable for only specific types of leisure travellers. Rate each of the following international destinations according to its suitability for you as a leisure traveller. Rate each using a 1 – 7 scale where 1 means “Less Suitable for Many Types” and 7 means “More Suitable for Many Types". Trajectory (Q28): Some international destinations for leisure purposes are growing in popularity while others are not. Please rate each of the following international destinations for leisure purposes according to your belief that it is growing in popularity. Using a 1 –7 scale where a 1 means “Declining Reputation” and 7 means “Improving Reputation". SAT - Feb-19 - India Market Report 33

  21. SA Tourism Brand Tracker PAST TRAVEL BEHAVIOUR

  22. Information Sources | All Destinations Sources of Travel Information (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=800) (n=800) (n=400) (n=800) Read about or saw photos of the country on community sites 24% 86% 89% 91% 84% 89% 86% 95% 83% 92% Searched for information about a recreation activity 24% 85% Used a search engine 21% 81% 81% 75% 79% 83% 77% 82% 77% 79% Recommended by a friend/colleague/family member 19% 78% Saw locations of the country in a movie/ TV show 19% 74% 79% 79% 78% 78% 76% 81% 74% 77% Read about the location in a travel book/travel magazine 18% 74% Read about the country in a travel brochure 18% 74% 81% 80% 68% 81% 73% 76% 68% 76% Searched for information about an event taking place in the country 18% 73% Read a magazine/newspaper article describing the country 16% 73% 73% 85% 67% 72% 73% 78% 67% 75% Was visiting a friend/family member who stays in that country 17% 72% Read an article on a website describing the country 17% 71% 79% 78% 70% 80% Visited the country’s website 66% 73% 68% 74% 18% 70% Informed by travel agent or the location was part of a travel package 16% 70% 72% 73% 77% 74% 71% 76% 65% 76% From an advertisement in a magazine/newspaper 17% 70% From an advertisement on TV 14% 68% 68% 72% 62% 69% 64% 66% 58% 65% Airline advertised the location 13% 62% Most Useful Source Total Mentions Saw an advertisement at the cinema 13% 62% 63% 62% 59% 63% 9% 8% 5% 6% Other 1% 7% 0% 20% 40% 60% 80% 100% Based on all respondents: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Information Sources (Q16d/c): Which of the following sources of information have you used/ came across to obtain leisure travel information about each of these countries in the last 18 months? (Select all that apply). Which of the following was the most useful source of information that you used/ came across to seek leisure travel information about these countries? (Single Select) SAT - Feb-19 - India Market Report 35

  23. Reasons for Leisure Visits | Total Reasons for Considering a Leisure Destination (based on all respondents who have visited at least one of the travel destinations in the past 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=727) (n=766) (n=376) (n=743) Read about or saw photos of the country on community sites 49% 57% 57% 51% 55% Recommended by a friend/colleague/family member 47% 50% 49% 46% 49% 47% Saw locations of the country in a movie/ TV show 52% 48% 45% 49% Read an article on a website describing the country 45% 51% 48% 45% 46% Went for a specific recreational purpose 45% 46% 51% 40% 51% Have previously visited this country for vacation or visiting friends and family 43% - - - - 42% Read about the location in a travel book/ travel magazine 52% 51% 45% 50% 42% Was visiting a friend/family member who stays in that country 42% 45% 42% 43% Read a magazine/ newspaper article describing the country 41% 47% 49% 43% 47% Saw an advertisement on TV 41% 42% 44% 41% 44% Saw an advertisement in a magazine/ newspaper 40% 46% 47% 40% 45% 43% 44% 39% 43% Have previously visited this country for Business 39% 38% 38% 41% 37% 39% Went for a specific event 36% 43% 44% 38% 44% Informed by travel agent or the location was part of a travel package 37% 37% 33% 33% Airline advertised the location 35% 36% 37% 33% 39% 32% Saw an advertisement at the cinema 1% 0.4% 0.3% 0.3% Other 0.1% 0% 20% 40% 60% Based on all respondents who have visited at least one of the travel destinations in the past 5 years of all respondents) (n=789; 99% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 36

  24. SA Tourism Brand Tracker GENERAL TRAVEL BEHAVIOUR

  25. Travel Habits | Number of Trips and Individuals Average Number of International Trips per Year Number of People on Typical International Leisure Visit (based on all respondents) (based on all respondents) I Travel with an Organized Tour 1 I Travel Alone 7 or More 4% 9% 14% 17% 2 6 23% 6% I Travel with Friend(s) I Travel with My Family 41% 23% 13% 5 19% 13% 18% 3 4 I Travel as a Couple 4.6 Average: Trips Based on all respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Number of Trips (Q45a): On average, how many international trips for leisure purposes do you take every year requiring a plane ride of 5 or more hours? Number of Individuals (Q45b): When you travel internationally for leisure, who do you usually travel with? SAT - Feb-19 - India Market Report 38

  26. Preferred Time for Travel Month of Recent International Trip for Leisure Purposes (based on respondents who travelled for leisure purposes in the last 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 20% 19% 17% 17% 16% 15% 14% 13% 13% 12% 13% 13% 13% 12% 11% 10% 9% 10% 9% 11% 10% 10% 9% 8% 8% 8% 9% 8% 7% 9% 7% 6% 8% 7% 6% 8% 8% 6% 5% 7% 6% 5% 7% 6% 6% 4% 4% 4% 5% 3% 4% 3% 4% 3% 4% 3% 4% 3% 3% 3% January February March April May June July August September October November December Based on respondents who travelled for leisure purposes in the last 5 years: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Month of travel (Q12a_2): Please select the month of travel for your most recent international trip for leisure purposes? (Choose one) SAT - Feb-19 - India Market Report 39

  27. Planning and Finalizing the Trip Plan and Finalize an International Trip for Leisure Purposes (based on respondents who travelled for leisure purposes in the last 5 years) Nov-17 21% 56% 14% 9% Feb-18 16% 62% 16% 6% Start planning about Jun-18 14% 64% 16% 7% the destination Nov-18 16% 64% 13% 7% Feb-19 18% 44% 27% 10% 1% Less than a month before the trip 1 to 2 months before the trip 2 to 3 months before the trip 3 to 6 months before the trip More than 6 months before the trip Nov-17 49% 41% 7% 3% Feb-18 2% 35% 56% 7% Finalize the Jun-18 44% 48% 5% 3% destination Nov-18 40% 54% 5% 2% Feb-19 45% 43% 9% 3% 0.4% Based on respondents who travelled for leisure purposes in the last 5 years: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Planning the Trip (Q12a_3): Thinking back to the time when you were planning for this trip, how many months before the trip did you start thinking about the destination for the trip? (Choose one) Finalizing the Trip (Q12a_4): Thinking back to the time when you were finalizing the trip, how many months before the trip did you decide the destination for this trip? (Choose one) Note: Intervals for the question have been updated starting Feb-19 wave. For past waves the intervals are to be read as - Less than a month before the trip, 1 to 2 months before the trip, 3 months before the trip, and More than 3 months before the trip respectively SAT - Feb-19 - India Market Report 40

  28. Role of Media Channels (1/2) Role of Media Channels at Different Stages of International Leisure Trip (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 While Selecting The Destination 100% 61% 59% 58% 57% 75% 56% 55% 55% 53% 54% 53% 53% 53% 52% 52% 52% 52% 51% 51% 51% 50% 50% 50% 49% 47% 48% 48% 48% 47% 47% 46% 46% 46% 46% 46% 43% 43% 43% 41% 41% 41% 50% 32% 25% 0.1% 0.3% 0.1% 0.3% 1% 1% 1% 1% 1% 1% 0% Social media/ Travel Friends/family Website of Travel review Online travel Online news, Website of the Travel Books/ Other None the country’s instant agent/tour websites aggregators articles, airline/hotel Magazines messaging operators tourism board blogs, etc. services While Making Travel Bookings 100% 60% 57% 57% 75% 53% 51% 49% 48% 48% 48% 47% 47% 46% 45% 42% 41% 39% 37% 37% 37% 33% 33% 31% 50% 30% 27% 21% 25% 0.4% 0.3% 1% 1% 1% 0% 1% 1% 1% 1% 0% Online travel Travel review Website of the Social media/ Friends/family Website of Online news, Travel Travel Books/ Other None instant messaging the country’s aggregators websites airline/hotel articles, agent/tour Magazines services tourism board blogs, etc. operators Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Role of Media Channels at different stages (Q12d): For your most recent trip, which of the following sources did you use at different stages of the trip? (Choose all that apply) Note: A few attributes have been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 41

  29. Role of Media Channels (2/2) Role of Media Channels at Different Stages of International Leisure Trip (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Share Experiences During The Trip 100% 75% 70% 71% 68% 67% 66% 64% 64% 75% 52% 51% 49% 48% 46% 45% 41% 40% 38% 37% 37% 35% 50% 25% 0.4% 0.3% 4% 3% 3% 1% 2% 1% 1% 0% 0% Friends/family Social media/ Travel agent/tour Online travel Website of Website of the Travel review Online news, Other None the country’s instant operators aggregators airline/hotel websites articles, messaging tourism board blogs, etc. services Share Experiences Post Trip 100% 62% 62% 61% 60% 60% 58% 57% 75% 55% 46% 45% 45% 44% 41% 41% 41% 40% 35% 35% 33% 50% 20% 25% 3% 3% 2% 2% 1% 0% 1% 0% 1% 1% 0% Friends/family Social media/ Travel review Online travel Website of the Website of Online news, Travel agent/tour Other None instant messaging the country’s websites aggregators airline/hotel articles, operators services tourism board blogs, etc. Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Role of Media Channels at different stages (Q12d): For your most recent trip, which of the following sources did you use at different stages of the trip? (Choose all that apply) Note: A few attributes have been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 42

  30. Preferred Media Channel Preferred Media Channel (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=800) (n=800) (n=400) (n=800) Online news, articles, web pages, blogs, travel booking / review websites, etc. 76% 73% 71% 72% 75% Video streaming websites (YouTube, Vimeo, etc.) 76% 68% 70% 63% 70% Mobile applications, News alerts via mobile feeds (using phone, tablet, mobile devices, etc.) 72% 66% 66% 64% 65% Social networking websites (Facebook, Instagram, Snapchat, Twitter, etc.) 72% 71% 69% 70% 74% Travel brochures/ posters from travel agents, tour operators, tourist information centre, etc. 71% 69% 69% 66% 68% TV channels 71% 66% 69% 62% 65% Newspapers, Magazines, Travel magazines and booklets 70% 68% 69% 63% 68% Cinema 65% 63% 61% 52% 57% Radio channels 57% 54% 56% 50% 53% 0% 20% 40% 60% 80% Based on all respondents: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Preferred media channels (Q43a): To what extent do you prefer the following channels for travel and tourism related promotional material? Please answer o n a scale of 1 to 7 where 1 means ‘Not at All Preferred’ and 7 means ‘Highly Preferred’ (Percent rating of 6 or 7 on a 1– 7 scale) SAT - Feb-19 - India Market Report 43

  31. Travel Attitudes | Total Travel Attitudes: Total Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (Percent Strongly Agree) (n=800) (n=800) (n=400) (n=800) (n=800) Travel Attitudes: Aspirations Some of my most important life goals involve travel experiences I want to have 45% 47% 46% 44% 50% I expect to travel internationally more in the future than I do now 49% 47% 46% 48% 50% Travel Attitudes: Adoption I am one of the first people I know to try something new 46% 46% 40% 47% 52% I find change exciting 47% 49% 45% 50% 51% Once I find something I like I tend to stick with it 43% 38% 36% 36% 36% Travel Attitudes: Barriers I would prefer visiting a country that is promoting eco-friendly policies 45% 42% 42% 44% 47% I would spend more money to travel to a destination that I know is safe 46% 46% 38% 49% 47% Traveling internationally is a luxury 46% 46% 41% 47% 46% The threat of global terrorism affects where I consider traveling internationally 42% 39% 38% 41% 40% I would rather visit a country that I am familiar with, as a tourist, than experiment by visiting a place that I am not familiar with 39% 37% 32% 38% 37% I worry about how I may be treated in foreign countries due to my country’s policies 39% 37% 32% 35% 34% Travel Attitudes: Economics I invest more of my extra money in my home than I used to 38% 40% 35% 40% 40% I am now more likely to save money than to use it to travel internationally 40% 37% 34% 37% 40% I am spending less money on travel in favor of other forms of entertainment (eating out, movies, amusement parks, etc.) 36% 35% 30% 34% 33% Travel Attitudes: Time & Distance I am taking shorter, more frequent trips than I used to 38% 39% 33% 37% 39% I dont mind increasing my travel time for a cheaper airfare 40% 39% 35% 37% 39% I am traveling closer to home than I used to 35% 36% 33% 35% 38% Travel Attitudes: Travel Behavior I prefer group tours for my long distance international trips 41% 39% 35% 40% 40% I purchase travel packages that include airfare and hotel as one price for my short distance trips 41% 38% 39% 40% 39% Based on all respondents –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Travel Attitudes (Q44a): To what extent do you agree or disagree with the following statements? (Strongly Agree, Agree Somewhat, Disagree Somewhat, Strongly Disagree) SAT - Feb-19 - India Market Report 44

  32. SA Tourism Brand Tracker SOUTH AFRICAN TRAVEL

  33. Information Sources | South Africa Sources of Travel Information (based on those who have sought leisure travel information on South Africa in the past 18 months) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=226) (n=256) (n=147) (n=249) Used a search engine 12% 46% 42% 37% 40% 45% Read about or saw photos of the country on community sites 7% 43% 41% 46% 46% 40% Searched for information about a recreation activity 7% 41% 51% 44% 48% 49% Searched for information about an event taking place in a country 6% 38% 39% 30% 27% 37% Recommended by a friend/colleague/family member 7% 37% 35% 36% 29% 29% Read a magazine/ newspaper article describing the country 4% 36% 35% 43% 22% 32% From an advertisement in a magazine/ newspaper 7% 35% 35% 36% 36% 33% Read about the location in a travel book/ travel magazine 5% 33% 37% 40% 24% 29% Saw locations of the country in a movie/ TV show 6% 32% 38% 34% 37% 38% Visited the country’s website 7% 31% 37% 30% 29% 31% Was visiting a friend/family member who stays in that country 7% 31% 33% 29% 20% 29% Read about the country in a travel brochure 4% 31% 40% 39% 23% 33% From an advertisement on TV 5% 31% 31% 37% 33% 28% Informed by travel agent or the location was part of a travel package 4% 30% 31% 34% 31% 34% Read an article on a website describing the country 5% 29% 32% 36% 27% 35% Most Useful Source Airline advertised the location 4% 28% 28% 27% 18% 27% Total Mentions Saw an advertisement at the cinema 3% 23% 30% 23% 18% 26% Others 0.4% 4% 3% 1% 2% 0% 20% 40% 60% Based on respondents who have sought leisure travel information on South Africa in the past 18 months of all respondents) (n=229; 29% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Information Sources (Q16d/c): Which of the following sources of information have you used/ came across to obtain leisure travel information about each of these countries in the last 18 months? (Select all that apply). Which of the following was the most useful source of information that you used/ came across to seek leisure travel information about these countries? (Single Select) SAT - Feb-19 - India Market Report 46

  34. Reasons for Visiting South Africa for Leisure Reasons for Visiting South Africa (based on those who have visited South Africa for leisure in the past 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=265) (n=313) (n=148) (n=269) Beautiful scenery 52% 45% 43% 39% 49% Good value for money 45% 45% 39% 38% 41% Go on safari 41% 43% 36% 37% 45% Experience a different culture 41% 42% 34% 29% 36% Engage in a variety of activities 36% 32% 31% 29% 30% Friendly people 35% 33% 30% 32% 35% Warm climate 33% 34% 30% 29% 29% Fulfill a dream 32% 32% 32% 39% 28% 31% For the food and wine 29% 25% 24% 28% My friends/family recommended it 28% 32% 25% 20% 31% See the change since Apartheid/see historic sites 25% 25% 24% 19% 24% Visit friends/relatives 24% 24% 23% 18% 19% To attend any specific event (e.g., wedding, concert, sports etc.) 23% 20% 20% 14% 15% Saw a special offer 22% 29% 25% 24% 21% Combined with a business trip 22% 23% 27% 20% 21% My travel agent recommended it 21% 29% 20% 22% 26% Went as part of a tour group 19% 22% 23% 16% 20% Someone else chose the destination 16% 22% 20% 14% 17% Other 0% 0% 0.3% 0% 0.4% 0% 20% 40% 60% Based on those who have visited South Africa for leisure in the past 5 years of all respondents) (n=274;34% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Reasons for Visiting South Africa (Q35a): Why did you choose to visit South Africa as a destination for leisure purposes? (Select all that apply) SAT - Feb-19 - India Market Report 47

  35. Reasons for Interest in South Africa Reasons for Interest in Leisure Visit to South Africa in the Future (based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=99) (n=84) (n=60) (n=94) To see the scenery/beauty 56% 46% 51% 57% 53% Good value for money 37% 46% 38% 35% 37% Go on safari 54% 48% 54% 45% 47% Experience a different culture 41% 45% 49% 55% 49% Engage in a variety of activities 41% 47% 35% 37% 43% Friendly people 21% 51% 31% 22% 33% Warm climate 30% 28% 27% 32% 18% Fulfill a dream 29% 37% 32% 32% 33% For the food and wine 30% 29% 27% 35% 16% My friends/family recommended it 32% 39% 29% 23% 32% See the change since Apartheid/see historic sites 20% 28% 30% 27% 22% Visit friends/relatives 13% 32% 12% 25% 24% To attend any scheduled event (e.g., wedding, concert, sports etc.) 20% 34% 11% 20% 20% Saw a special offer 20% 33% 19% 18% 17% Combined with a business trip 27% 31% 14% 20% 24% My travel agent recommended it 18% 27% 25% 17% 30% 0% 0% 0% 1% Other 0% 0% 20% 40% 60% Warning some bases below 75 Based on those who have not visited South Africa in the past 5 years, but intend to in the future for leisure (n=82;10% of all respondents) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Interest in South Africa (Q42): Why are you interested in visiting South Africa for leisure purposes in the future? (Select all that apply) Note: The sequence of the attributes is consistent with the reasons for visiting (previous slide), to allows better comparison across attributes SAT - Feb-19 - India Market Report 48

  36. Reasons for Not Visiting South Africa for Leisure in Past 5 Years Reasons for Not Visiting South Africa (based on those who have not visited South Africa in the past 5 years for either business or pleasure) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=184) (n=162) (n=111) (n=205) 34% 29% 35% 36% Another destination was more appealing 38% 30% 25% 20% 29% 29% Concern about health risks 34% 31% 30% 25% Concerns for my personal safety 25% Don’t know anyone there 25% 17% 14% 14% 20% Difficult to get a visa 23% 21% 20% 18% 22% 23% Too expensive to get there 28% 22% 12% 22% Too much time to get there 23% 29% 21% 20% 20% Uncertain about political climate/civil unrest 22% 28% 20% 24% 24% Bad climate/weather 20% 26% 17% 13% 21% 18% Too expensive once there 29% 22% 18% 21% 18% Nothing interesting to do there 18% 15% 10% 21% 16% Not a relaxing destination 19% 23% 13% 13% No particular reason 7% 5% 6% 7% 6% Other 1% 0% 2% 1% 0.5% 0% 20% 40% Based on those who have not visited South Africa in the past 5 years for either business or pleasure of all respondents) (n=173;22% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Reasons for Not Visiting South Africa (Q34): Why haven’t you visited South Africa for leisure purposes in the past 5 years? (Select all that apply) SAT - Feb-19 - India Market Report 49

  37. Reasons for Not Recommending Reasons for Not Recommending South Africa (based on those who have visited South Africa in the past 5 years for either business or pleasure but do not recommend it) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=23) (n=27) (n=10) (n=19) Concern about health risks 36% 30% 26% 60% 32% Difficult to get the visa for South Africa 36% 30% 19% 0% 32% Concerns for my personal safety 29% 39% 30% 30% 32% Uncertain about political climate/civil unrest 29% 39% 37% 30% 32% Not a relaxing destination 29% 30% 30% 50% 21% Too expensive once there 29% 26% 37% 10% 16% Too “touristy” 29% 30% 22% 40% 21% Bad climate/weather 29% 26% 30% 40% 58% Too expensive to get there 21% 35% 26% 20% 11% Too much time to get there 21% 30% 30% 20% 37% Nothing interesting to do there 21% 35% 11% 40% 21% Not an authentic African experience 7% 17% 4% 10% 26% Don’t know anyone there 0% 26% 26% 20% 16% Other 0% 0% 4% 0% 0% 0% 20% 40% Warning some bases below 75 Based on those who have visited South Africa in the past 5 years for either business or pleasure, but do not recommend it to family and friends of all respondents) (n=14;2% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Reasons for Not Recommending (Q33): Why wouldn’t you recommend South Africa as a destination for leisure purposes to your family and friends? (Select all that apply) SAT - Feb-19 - India Market Report 50

  38. Rejecting a Leisure Destination Reasons for Rejecting a Destination After Researching It (based on those who have visited South Africa for leisure in past 5 years or have sought information on South Africa but have no intent to visit in the future) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=65) (n=53) (n=38) (n=82) Don’t know anyone there 34% 23% 26% 18% 23% Bad climate / weather 33% 18% 25% 21% 18% Concerns for my personal safety 30% 29% 40% 32% 22% Too expensive to get there 25% 22% 23% 24% 29% Difficulty in getting a visa 22% 23% 19% 8% 23% Too much time to get there 19% 25% 19% 21% 22% Too expensive once there 18% 23% 15% 18% 20% General issues of safety 15% 25% 26% 29% 34% Not a relaxing destination 15% 14% 13% 11% 23% Nothing interesting to do there 9% 12% 21% 21% 23% Other 1% 3% 0% 0% 0% 0% 20% 40% Warning some bases below 75 Based on respondents who have visited South Africa for leisure in past 5 years or have sought info but have no intent to visit in the future of all respondents) (n=67; 8% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Reasons for Rejection (Q16e): After seeking information about this country, why are you no longer planning to visit this country for leisure travel? (Select all that apply) SAT - Feb-19 - India Market Report 51

  39. Encourages Future Visitation Encourage Visitation to South Africa (based on those who have not visited South Africa for leisure in the past 5 years and do not intend to in the future) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=208) (n=234) (n=131) (n=258) Special offer on flights 50% 41% 46% 32% 45% Special offer on hotels 50% 42% 44% 30% 41% Special offer on safari 44% 50% 41% 49% 52% Use South Africa as a base to visit surrounding countries 39% 39% 38% 31% 42% If South Africa hosts any specific event 38% 38% 32% 35% 34% Chance to explore ’off the beaten path’ 36% 35% 36% 32% 39% See friends/family 32% 38% 37% 24% 32% Other 0% 0% 0% 0% 0% Nothing would make me want to return 1% 2% 2% 0% 1% 60% 0% 20% 40% Based on those who have not visited South Africa in the past 5 years and do not intend to in the future of all respondents) (n=215; 27% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Encourage Visitation (Q40): What, if anything, would encourage you to visit South Africa for leisure purposes in the future? (Select all that apply) * Have not been in the last five years SAT - Feb-19 - India Market Report 52

  40. SA Tourism Brand Tracker APPENDIX

  41. SA Tourism Brand Tracker METHODOLOGY

  42. Methodology | Objectives and Approach Objectives The objective of this report is to explain leisure travel patterns and preferences among those travellers who are able to afford a leisure trip to South Africa  To measure perceptions of South Africa as an international leisure destination Data Collection Approach Pre-recruit likely travellers using 800 respondents were double opt-in panels (respondent Respondents were screened to interviewed between chooses to be part of the panel assure that they met the February 6 th , 2019 and and then chooses to participate in appropriate screening criteria March 18 th , 2019 the survey) SAT - Feb-19 - India Market Report 55

  43. Caveats in Longitudinal Comparison of Data Caveats to Consider While Longitudinally Comparing the Different Waves  The study has been introduced to the respondents as “International destination for leisure purposes”  The study took the respondent 25 – 30 minutes (avg.) Data Collection Approach Screening Criteria Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 18 – 65 yrs 18 – 65 yrs 18 – 65 yrs 18 – 65 yrs 18 – 65 yrs Age Income INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above INR 1,700,001 & above Kids No screening criteria No screening criteria No screening criteria No screening criteria No screening criteria Must have travelled outside Asia Must have travelled outside Asia Must have travelled outside Asia Must have travelled outside Asia Must have travelled outside Asia AND the Middle East (i.e. The AND the Middle East (i.e. The AND the Middle East (i.e. The AND the Middle East (i.e. The AND the Middle East (i.e. The Regions Travelled UAE, Bahrain and Qatar) in the UAE, Bahrain and Qatar) in the UAE, Bahrain and Qatar) in the UAE, Bahrain and Qatar) in the UAE, Bahrain and Qatar) in the past 2 years past 2 years past 2 years past 2 years past 2 years Must be a citizen of India and must Must be a citizen of India and must Must be a citizen of India and must Must be a citizen of India and must Must be a citizen of India and must Residency & currently stay in India for more currently stay in India for more currently stay in India for more currently stay in India for more currently stay in India for more Citizenship than 10 months in a year than 10 months in a year than 10 months in a year than 10 months in a year than 10 months in a year Must reside in the regions of Must reside in the regions of Must reside in the regions of Must reside in the regions of Must reside in the regions of Greater and Navi Mumbai, Delhi- Greater and Navi Mumbai, Delhi- Greater and Navi Mumbai, Delhi- Greater and Navi Mumbai, Delhi- Greater and Navi Mumbai, Delhi- Region of NCR, Bengaluru, Hyderabad, NCR, Bengaluru, Hyderabad, NCR, Bengaluru, Hyderabad, NCR, Bengaluru, Hyderabad, NCR, Bengaluru, Hyderabad, Chennai, Ahmedabad, Kolkata, Chennai, Ahmedabad, Kolkata, Chennai, Ahmedabad, Kolkata, Chennai, Ahmedabad, Kolkata, Chennai, Ahmedabad, Kolkata, Residence Amritsar, Ludhiana, Chandigarh, Amritsar, Ludhiana, Chandigarh, Amritsar, Ludhiana, Chandigarh, Amritsar, Ludhiana, Chandigarh, Amritsar, Ludhiana, Chandigarh, Surat, Vadodara or Pune Surat, Vadodara or Pune Surat, Vadodara or Pune Surat, Vadodara or Pune Surat, Vadodara or Pune SAT - Feb-19 - India Market Report 56

  44. SA Tourism Brand Tracker CONVERSION LEAKAGE ANALYSIS

  45. Customer Conversion Leakage Analysis | Total (1/2) South Africa Australia Egypt Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) 19% 23% 23% 21% 21% 49% 51% 53% 48% 47% 14% 17% 14% 13% 14% Unaided Awareness Aided Awareness 37% 37% 42% 38% 35% 34% 33% 33% 35% 38% 37% 31% 40% 37% 33% 56% 59% 65% 59% 56% 83% 84% 86% 83% 85% 51% 48% 54% 50% 47% Total Awareness ↓ Leakage 12% 12% 14% 14% 11% 15% 15% 15% 15% 13% 12% 15% 15% 14% 11% Likeability 44% 47% 51% 45% 45% 68% 69% 71% 68% 72% 39% 33% 39% 36% 36% ↓ Leakage 14% 17% 19% 18% 16% 14% 16% 15% 14% 19% 16% 10% 15% 14% 14% Consideration 30% 30% 32% 27% 29% 54% 53% 56% 54% 53% 23% 23% 24% 22% 22% ↓ Leakage -12% -15% -16% -15% -15% -10% -14% -14% -12% -17% -16% -11% -15% -13% -11% Plan to Gather Information in 42% 45% 48% 42% 44% 64% 67% 70% 66% 70% 39% 34% 39% 35% 33% Next 18 Months ↓ Leakage 17% 20% 20% 19% 20% 20% 21% 22% 20% 24% 20% 16% 20% 18% 16% 25% 25% 28% 23% 24% 44% 46% 48% 46% 46% 19% 18% 19% 17% 17% Plan to Visit in Next 18 Months Have Gathered Information in 28% 32% 37% 31% 29% 48% 50% 49% 49% 49% 26% 22% 24% 25% 21% Last 18 Months ↓ Leakage 3% 5% 12% 8% 6% 2% 4% 7% 5% -1% 5% 4% 8% 5% 3% 25% 27% 25% 23% 23% 46% 46% 42% 44% 50% 21% 18% 16% 20% 18% Have Visited in Last 18 Months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 58

  46. Customer Conversion Leakage Analysis | Total (2/2) South Africa Kenya Brazil Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) (n=800) (n=800) (n=400) (n=800) (n=800) 19% 23% 23% 21% 21% 9% 14% 14% 10% 15% 18% 18% 19% 17% 19% Unaided Awareness Aided Awareness 37% 37% 42% 38% 35% 24% 22% 22% 26% 25% 37% 35% 38% 39% 40% 56% 59% 65% 59% 56% 33% 35% 37% 36% 40% 55% 53% 57% 55% 59% Total Awareness ↓ Leakage 12% 12% 14% 14% 11% 8% 11% 10% 11% 11% 13% 13% 13% 14% 12% Likeability 44% 47% 51% 45% 45% 25% 24% 27% 25% 29% 42% 40% 44% 41% 47% ↓ Leakage 14% 17% 19% 18% 16% 11% 8% 13% 10% 12% 17% 14% 20% 15% 15% Consideration 30% 30% 32% 27% 29% 14% 16% 14% 15% 17% 25% 26% 24% 26% 32% ↓ Leakage -12% -15% -16% -15% -15% -10% -10% -9% -8% -11% -15% -13% -18% -13% -12% Plan to Gather Information in 42% 45% 48% 42% 44% 24% 26% 23% 23% 28% 40% 39% 42% 39% 44% Next 18 Months ↓ Leakage 17% 20% 20% 19% 20% 13% 13% 12% 12% 16% 21% 17% 23% 19% 17% 25% 25% 28% 23% 24% 11% 13% 11% 11% 12% 19% 22% 19% 20% 27% Plan to Visit in Next 18 Months Have Gathered Information in 28% 32% 37% 31% 29% 15% 15% 17% 17% 18% 26% 25% 27% 27% 27% Last 18 Months ↓ Leakage 3% 5% 12% 8% 6% 4% 1% 6% 5% 4% 4% 4% 8% 7% 3% 25% 27% 25% 23% 23% 11% 14% 11% 12% 14% 22% 21% 19% 20% 24% Have Visited in Last 18 Months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 59

  47. SA Tourism Brand Tracker BRAND KNOWLEDGE

  48. Desirability of Performance Associations | Total Desirability of Performance Associations (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,30 6,25 6,24 6,22 6,22 6,23 6,22 6,21 6,21 6,19 6,19 6,19 6,19 6,18 6,19 6,17 6,17 6,16 6,16 6,15 6,16 6,16 6,16 6,16 6,16 6,15 6,15 6,15 6,13 6,14 6,15 6,12 6,11 6,12 6,11 6,12 6,12 6,12 6,12 6,12 6,12 6,11 6,11 6,11 6,10 6,10 6,08 6,08 6,08 6,08 6,07 6,08 6,06 6,05 6,05 6,05 6,05 6,05 6,01 6,02 5,99 5,99 6,00 6,00 5,98 6 5 4 3 Not at All 2 Desirable Has beautiful Is a Safe & A Very Offers a Wide Is Easy to Offers Offers Offers a Excellent Offers a Offers a Welcoming Offers a scenery Secure Authentic Variety of Get Around Opportunity Excellent Relaxation Year-Round Wildlife Historical & People You beach Environment Travel Experiences to Experience Value for Experience to Travel Experience Cultural Can Interact experience Experience the Natural the Money Break Away Experience With Attraction(s) from Routine Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 61

  49. Desirability of Personality Associations | Total Desirability of Personality Associations (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,35 6,33 6,32 6,30 6,31 6,31 6,30 6,30 6,30 6,30 6,28 6,29 6,27 6,29 6,29 6,29 6,27 6,26 6,26 6,25 6,24 6,22 6,22 6,22 6,23 6,23 6,20 6,21 6,19 6,20 6,20 6,20 6,21 6,19 6,19 6,17 6,16 6,16 6,17 6,13 6,13 6,14 6,13 6,05 6,06 6 5 4 3 Not at All 2 Desirable Fun Friendly Memorable Exciting Adventurous Breath-taking Enriching Exotic Well-known Based on all respondents: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 62

  50. SA Tourism Brand Tracker ANALYSIS BY SEGMENTS

  51. South Africa Longitudinal Conversion Curve | Young Family Adventurers South Africa Conversion Curve Across Waves — Young Family Adventurers Closure Ratio 75% Nov-17 (1 in 1.15) Feb-18 (1 in 0.79) Jun-18 (1 in 1.35) (1 in 1.42) Nov-18 50% (1 in 1.18) Feb-19 25% 0% Total Awareness Likeability/ Positivity Consideration Plan to Gather Plan to Visit in Have Gathered Have Visited in Recommendation Information in Next 18 Months Information in Last 18 Months Next 18 Months Last 18 Months Nov-17 (n=120) 67% 52% 28% 47% 24% 38% 33% 28% Feb-18 (n=120) 59% 51% 23% 47% 21% 31% 39% 29% Jun-18 (n=60) 72% 55% 33% 48% 30% 45% 33% 25% Nov-18 (n=120) 58% 44% 26% 43% 23% 28% 20% 18% Feb-19 (n=120) 49% 38% 25% 36% 20% 28% 23% 19% Nov-17 to Feb-19 -18% -14% -3% -11% -4% -10% -10% -9% Warning some bases below 75 Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited SA SAT - Feb-19 - India Market Report 64

  52. South Africa Longitudinal Conversion Curve | Social Explorers South Africa Conversion Curve Across Waves — Social Explorers Closure Ratio 100% Nov-17 (1 in 1.22) Feb-18 (1 in 1.56) Jun-18 (1 in 1.35) 75% (1 in 1.57) Nov-18 (1 in 1.35) Feb-19 50% 25% 0% Total Awareness Likeability/ Positivity Consideration Plan to Gather Plan to Visit in Have Gathered Have Visited in Recommendation Information in Next 18 Months Information in Last 18 Months Next 18 Months Last 18 Months Nov-17 (n=280) 46% 31% 26% 29% 18% 22% 18% 14% Feb-18 (n=280) 50% 38% 29% 38% 20% 28% 18% 13% Jun-18 (n=140) 49% 33% 26% 32% 19% 25% 19% 14% Nov-18 (n=280) 53% 36% 22% 30% 17% 26% 17% 14% Feb-19 (n=280) 46% 33% 20% 32% 14% 22% 16% 13% Nov-17 to Feb-19 0% 2% -6% 3% -4% 0% -2% -1% Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa SAT - Feb-19 - India Market Report 65

  53. South Africa Longitudinal Conversion Curve | Seasoned Status Seekers South Africa Conversion Curve Across Waves — Seasoned Status Seekers Closure Ratio 100% Nov-17 (1 in 1.06) Feb-18 (1 in 1.23) Jun-18 (1 in 1.55) 75% (1 in 1.22) Nov-18 (1 in 1.21) Feb-19 50% 25% 0% Total Awareness Likeability/ Positivity Consideration Plan to Gather Plan to Visit in Have Gathered Have Visited in Recommendation Information in Next 18 Months Information in Last 18 Months Next 18 Months Last 18 Months Nov-17 (n=400) 60% 51% 34% 51% 31% 30% 28% 25% Feb-18 (n=400) 66% 52% 34% 50% 30% 35% 29% 24% Jun-18 (n=200) 74% 63% 36% 60% 34% 43% 28% 26% Nov-18 (n=400) 64% 52% 31% 51% 26% 35% 29% 25% Feb-19 (n=400) 65% 55% 36% 56% 32% 34% 28% 25% Nov-17 to Feb-19 5% 4% 2% 5% 1% 4% 0% 0% Closure Ratio: Ratio of % of travellers who have sought information about the destination in last 18 months to % of travellers who have visited the destination in last 18 months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a, Q16b and Q32): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Note: For all questions, the percentages are based on total respondents not the awareness base for the destination; Recommendation is calculated based on the respondents who have recently visited South Africa SAT - Feb-19 - India Market Report 66

  54. Customer Conversion Leakage Analysis | Young Family Adventurers (1/2) South Africa Australia Egypt Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) Unaided Awareness 15% 19% 30% 20% 14% 54% 58% 53% 58% 43% 17% 17% 13% 15% 8% 52% 40% 42% 38% 35% 34% 28% 37% 33% 44% 53% 25% 50% 35% 35% Aided Awareness Total Awareness 67% 59% 72% 58% 49% 88% 86% 90% 91% 87% 69% 42% 63% 50% 43% ↓ Leakage 15% 8% 17% 14% 11% 20% 13% 15% 19% 17% 16% 12% 16% 13% 13% 52% 51% 55% 44% 38% 68% 73% 75% 72% 70% 53% 30% 47% 37% 30% Likeability ↓ Leakage 24% 28% 22% 18% 13% 9% 25% 18% 12% 13% 28% 16% 24% 17% 12% Consideration 28% 23% 33% 26% 25% 59% 48% 57% 60% 57% 25% 14% 23% 20% 18% ↓ Leakage -19% -24% -15% -17% -11% -7% -24% -13% -13% -14% -32% -14% -22% -18% -8% Plan to Gather Information in 47% 47% 48% 43% 36% 66% 72% 70% 73% 71% 57% 28% 45% 38% 26% Next 18 Months ↓ Leakage 23% 26% 18% 20% 16% 17% 29% 27% 21% 23% 40% 15% 28% 20% 13% 24% 21% 30% 23% 20% 49% 43% 43% 52% 48% 17% 13% 17% 18% 13% Plan to Visit in Next 18 Months Have Gathered Information in 38% 31% 45% 28% 28% 53% 45% 42% 59% 55% 35% 20% 30% 33% 18% Last 18 Months ↓ Leakage 5% -8% 12% 8% 5% 2% -3% -6% 6% 5% 2% -2% 5% 11% 1% Have Visited in Last 18 Months 33% 39% 33% 20% 23% 51% 48% 48% 53% 50% 33% 22% 25% 22% 17% Warning some bases below 75 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 67

  55. Customer Conversion Leakage Analysis | Young Family Adventurers (2/2) South Africa Kenya Brazil Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) (n=120) (n=120) (n=60) (n=120) (n=120) Unaided Awareness 15% 19% 30% 20% 14% 5% 16% 7% 7% 12% 12% 16% 18% 16% 16% Aided Awareness 52% 40% 42% 38% 35% 32% 21% 22% 24% 21% 55% 39% 42% 45% 33% 67% 59% 72% 58% 49% 37% 37% 28% 31% 33% 67% 55% 60% 61% 49% Total Awareness ↓ Leakage 15% 8% 17% 14% 11% 9% 16% 3% 8% 9% 18% 11% 22% 15% 12% Likeability 52% 51% 55% 44% 38% 28% 21% 25% 23% 24% 49% 44% 38% 46% 37% ↓ Leakage 24% 28% 22% 18% 13% 20% 9% 20% 10% 9% 23% 20% 25% 21% 10% Consideration 28% 23% 33% 26% 25% 8% 12% 5% 13% 15% 26% 24% 13% 25% 27% ↓ Leakage -19% -24% -15% -17% -11% -20% -11% -15% -10% -8% -22% -21% -34% -21% -9% Plan to Gather Information in 47% 47% 48% 43% 36% 28% 23% 20% 23% 23% 48% 45% 47% 46% 36% Next 18 Months ↓ Leakage 23% 26% 18% 20% 16% 21% 11% 17% 13% 12% 30% 24% 35% 26% 13% 24% 21% 30% 23% 20% 7% 12% 3% 10% 11% 18% 21% 12% 20% 23% Plan to Visit in Next 18 Months Have Gathered Information in 38% 31% 45% 28% 28% 23% 18% 17% 15% 18% 37% 23% 27% 31% 23% Last 18 Months ↓ Leakage 5% -8% 12% 8% 5% 8% 0% 9% 2% 7% 5% -3% -1% 7% 0% 33% 39% 33% 20% 23% 15% 18% 8% 13% 11% 32% 26% 28% 24% 23% Have Visited in Last 18 Months Warning some bases below 75 –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 68

  56. Customer Conversion Leakage Analysis | Social Explorers (1/2) South Africa Australia Egypt Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) 16% 15% 16% 21% 15% 49% 40% 46% 40% 44% 11% 16% 10% 11% 8% Unaided Awareness Aided Awareness 31% 36% 34% 32% 31% 33% 39% 36% 34% 39% 30% 29% 36% 35% 31% 46% 50% 49% 53% 46% 81% 79% 82% 74% 83% 41% 45% 46% 46% 39% Total Awareness ↓ Leakage 15% 12% 16% 17% 13% 20% 19% 23% 23% 15% 14% 16% 15% 17% 11% Likeability 31% 38% 33% 36% 33% 61% 60% 59% 51% 68% 27% 29% 31% 29% 28% ↓ Leakage 5% 9% 7% 14% 13% 14% 9% 7% 5% 17% 7% 6% 13% 8% 12% Consideration 26% 29% 26% 22% 20% 47% 51% 52% 46% 51% 20% 23% 18% 21% 16% ↓ Leakage -3% -9% -6% -8% -12% -5% -7% -8% -5% -15% -5% -7% -12% -9% -9% Plan to Gather Information in 29% 38% 32% 30% 32% 52% 58% 60% 51% 66% 25% 30% 30% 30% 25% Next 18 Months ↓ Leakage 11% 18% 13% 13% 18% 17% 15% 17% 16% 22% 11% 13% 16% 15% 15% Plan to Visit in Next 18 Months 18% 20% 19% 17% 14% 35% 43% 43% 35% 44% 14% 17% 14% 15% 10% Have Gathered Information in 22% 28% 25% 26% 22% 49% 45% 46% 45% 45% 23% 21% 17% 24% 19% Last 18 Months ↓ Leakage 4% 10% 6% 9% 6% 5% 6% 12% 11% -1% 7% 6% 0% 5% 8% Have Visited in Last 18 Months 18% 18% 19% 17% 16% 44% 39% 34% 34% 46% 16% 15% 17% 19% 11% Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 69

  57. Customer Conversion Leakage Analysis | Social Explorers (2/2) South Africa Kenya Brazil Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) (n=280) (n=280) (n=140) (n=280) (n=280) Unaided Awareness 16% 15% 16% 21% 15% 4% 11% 4% 11% 8% 19% 19% 13% 17% 15% Aided Awareness 31% 36% 34% 32% 31% 19% 18% 15% 22% 22% 34% 34% 31% 39% 39% 46% 50% 49% 53% 46% 23% 29% 19% 34% 30% 52% 53% 44% 55% 54% Total Awareness ↓ Leakage 15% 12% 16% 17% 13% 8% 7% 5% 17% 12% 18% 14% 12% 18% 15% Likeability 31% 38% 33% 36% 33% 15% 22% 14% 17% 18% 34% 39% 32% 37% 39% ↓ Leakage 5% 9% 7% 14% 13% 8% 6% 10% 6% 8% 12% 9% 15% 11% 11% Consideration 26% 29% 26% 22% 20% 7% 16% 4% 11% 10% 22% 30% 17% 26% 28% ↓ Leakage -3% -9% -6% -8% -12% -7% -7% -4% -5% -9% -10% -8% -12% -8% -7% Plan to Gather Information in 29% 38% 32% 30% 32% 14% 23% 8% 16% 19% 32% 38% 29% 34% 35% Next 18 Months ↓ Leakage 11% 18% 13% 13% 18% 9% 10% 6% 8% 14% 17% 13% 18% 17% 12% 18% 20% 19% 17% 14% 5% 13% 2% 8% 5% 15% 25% 11% 17% 23% Plan to Visit in Next 18 Months Have Gathered Information in 22% 28% 25% 26% 22% 8% 14% 9% 15% 11% 27% 29% 18% 28% 25% Last 18 Months ↓ Leakage 4% 10% 6% 9% 6% 1% 1% 4% 4% 4% 6% 10% 6% 9% 7% 18% 18% 19% 17% 16% 7% 13% 5% 11% 7% 21% 19% 12% 19% 18% Have Visited in Last 18 Months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 70

  58. Customer Conversion Leakage Analysis | Seasoned Status Seekers (1/2) South Africa Australia Egypt Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) Unaided Awareness 23% 30% 26% 22% 27% 48% 56% 58% 51% 50% 15% 18% 18% 14% 19% Aided Awareness 37% 36% 48% 42% 38% 35% 31% 30% 36% 36% 37% 34% 39% 40% 35% 60% 66% 74% 64% 65% 82% 87% 88% 87% 86% 53% 52% 57% 53% 54% Total Awareness ↓ Leakage 9% 14% 11% 12% 10% 9% 13% 11% 9% 11% 10% 14% 15% 13% 10% Likeability 51% 52% 63% 52% 55% 73% 74% 77% 78% 75% 43% 38% 42% 40% 44% ↓ Leakage 17% 18% 27% 21% 19% 16% 18% 19% 21% 21% 18% 12% 14% 18% 17% Consideration 34% 34% 36% 31% 36% 57% 56% 58% 57% 54% 25% 26% 28% 22% 27% ↓ Leakage -17% -16% -24% -20% -20% -14% -17% -20% -17% -19% -17% -12% -16% -17% -14% Plan to Gather Information in 51% 50% 60% 51% 56% 71% 73% 78% 74% 73% 42% 38% 44% 39% 41% Next 18 Months ↓ Leakage 20% 20% 26% 25% 24% 21% 24% 25% 23% 26% 19% 17% 20% 20% 19% 31% 30% 34% 26% 32% 50% 49% 53% 51% 47% 23% 21% 24% 19% 22% Plan to Visit in Next 18 Months Have Gathered Information in 30% 35% 43% 35% 34% 46% 54% 53% 49% 50% 25% 24% 27% 23% 24% Last 18 Months ↓ Leakage 2% 6% 15% 6% 6% 1% 4% 6% 0% -4% 4% 6% 15% 4% 0% 28% 29% 28% 29% 28% 45% 50% 47% 49% 54% 21% 18% 12% 19% 24% Have Visited in Last 18 Months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 71

  59. Customer Conversion Leakage Analysis | Seasoned Status Seekers (2/2) South Africa Kenya Brazil Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Bases (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) (n=400) (n=400) (n=200) (n=400) (n=400) Unaided Awareness 23% 30% 26% 22% 27% 14% 15% 24% 11% 20% 20% 18% 24% 17% 22% Aided Awareness 37% 36% 48% 42% 38% 25% 24% 28% 30% 29% 34% 34% 42% 37% 45% 60% 66% 74% 64% 65% 39% 39% 51% 40% 49% 54% 52% 65% 53% 67% Total Awareness ↓ Leakage 9% 14% 11% 12% 10% 8% 12% 15% 9% 10% 9% 13% 11% 10% 12% Likeability 51% 52% 63% 52% 55% 31% 27% 36% 31% 39% 45% 39% 54% 43% 55% ↓ Leakage 17% 18% 27% 21% 19% 11% 10% 12% 13% 17% 18% 16% 22% 16% 19% Consideration 34% 34% 36% 31% 36% 20% 17% 24% 18% 22% 27% 23% 32% 27% 36% ↓ Leakage -17% -16% -24% -20% -20% -10% -11% -11% -10% -15% -17% -16% -19% -14% -17% Plan to Gather Information in 51% 50% 60% 51% 56% 30% 28% 35% 28% 37% 44% 39% 51% 41% 53% Next 18 Months ↓ Leakage 20% 20% 26% 25% 24% 13% 14% 15% 14% 19% 21% 18% 25% 18% 23% 31% 30% 34% 26% 32% 17% 14% 20% 14% 18% 23% 21% 26% 23% 30% Plan to Visit in Next 18 Months Have Gathered Information in 30% 35% 43% 35% 34% 19% 15% 23% 18% 23% 22% 24% 34% 25% 29% Last 18 Months ↓ Leakage 2% 6% 15% 6% 6% 6% 2% 8% 5% 3% 2% 4% 14% 5% 0% 28% 29% 28% 29% 28% 13% 13% 15% 13% 20% 20% 20% 20% 20% 29% Have Visited in Last 18 Months Customer Conversion (Based on Q9, Q29, Q14, Q17, Q15, Q16a and Q16b): Based on those that have travelled internationally in the last 5 years; Respondents to likeability limited to quota; Likeability/Positivity, Plan to Gather Information in Next 18 Months, and Plan to Visit in Next 18 Months based on ratings of 6 or 7 on a 7-point scale. Leakage is calculated by subtracting each subsequent metric from the previous metric. For example, Total Awareness percent minus Likeability/Positivity percent equals Leakage between Awareness and Likeability. * Indicates negative leakage Note: For all questions, the percentages are based on total respondents not the awareness base for the destination SAT - Feb-19 - India Market Report 72

  60. South Africa Performance Associations | Young Family Adventurers Young Family Adventurers Performance Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 6,28 6,17 6,00 6,15 6,26 5,89 Very Well 6,48 6,24 6,17 5,89 6,22 6,09 6,02 6,04 5,91 6,07 6,17 6,05 6,36 6,26 5,68 6,33 6,00 5,77 6,24 6,09 5,93 6,43 6,11 6,17 6,16 6,40 6,17 6,14 6,30 6,07 6,13 6,26 6,20 6,39 6,32 6,21 6,18 6,16 6,12 6,11 6,11 6,09 6,07 6,07 6,07 6,04 6,02 6,02 6,00 5,96 5,96 5,94 5,92 5,93 5,89 5,87 5,85 5,80 5,77 6 5 4 3 Does Not 2 Describe at All Has beautiful Offers Is a Safe & Offers a Offers a Offers a Excellent Is Easy to A Very Offers a Welcoming Offers Offers a Wide scenery Excellent Secure Wildlife Historical & Relaxation Year-Round Get Around Authentic beach People You Opportunity Variety of Value for Environment Experience Cultural Experience to Travel Travel experience Can Interact to Experience Experiences the Money Experience Break Away Experience With the Natural from Routine Attraction(s) Warning some bases below 75 Based on a random selection of those aware of South Africa: Nov-17: (n=54); Feb-18: (n=46); Jun-18: (n=23); Nov-18: (n=44); Feb-19: (n=44) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 73

  61. South Africa Performance Associations | Social Explorers Social Explorers Performance Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 5,88 5,71 6,07 Very Well 5,90 6,04 5,99 5,92 5,93 6,05 5,57 5,59 5,78 6,05 5,89 6,29 5,64 5,83 5,82 5,91 6,09 5,87 5,77 5,73 5,83 5,96 5,80 5,88 5,98 5,76 5,92 5,78 5,91 5,91 5,93 5,87 5,70 6,10 5,93 6,30 6,15 6,10 6,05 6,03 6,01 5,98 5,99 5,95 5,91 5,89 5,89 5,89 5,88 5,87 5,84 5,84 5,84 5,81 5,81 5,80 5,79 5,76 5,74 5,69 5,68 6 5,61 5 4 3 Does Not 2 Describe at All Has beautiful Is a Safe & Offers a Wide Is Easy to A Very Offers Offers a Offers Offers a Offers a Excellent Welcoming Offers a scenery Secure Variety of Get Around Authentic Excellent Historical & Opportunity Relaxation Wildlife Year-Round People You beach Environment Experiences Travel Value for Cultural to Experience Experience to Experience Travel Can Interact experience Experience the Money Experience the Natural Break Away With Attraction(s) from Routine Warning some bases below 75 Nov-17: (n=83); Feb-18: (n=99); Jun-18: (n=46); Nov-18: (n=94); Feb-19: (n=96) Based on a random selection of those aware of South Africa: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 74

  62. South Africa Performance Associations | Seasoned Status Seekers Seasoned Status Seekers Performance Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 6,53 6,51 Very Well 6,42 6,43 6,40 6,39 6,36 6,35 6,19 6,26 6,23 5,99 6,01 6,08 6,34 6,35 6,34 6,35 6,35 6,35 6,15 6,18 6,13 6,15 6,18 6,32 6,33 6,29 6,07 6,16 6,30 6,00 6,06 6,13 6,18 6,13 6,18 6,30 6,08 6,17 6,11 6,26 6,23 6,18 6,14 6,17 6,18 6,26 6,26 6,25 6,25 6,16 6,20 6,18 6,24 6,11 6,20 6,18 6,24 6,23 6,20 6,21 6,05 6,18 6,17 6 5 4 3 Does Not 2 Describe at All Has beautiful Offers a Wide Is a Safe & A Very Offers Is Easy to Welcoming Offers a Excellent Offers Offers a Offers a Offers a scenery Variety of Secure Authentic Opportunity Get Around People You Relaxation Year-Round Excellent beach Wildlife Historical & Experiences Environment Travel to Experience Can Interact Experience to Travel Value for experience Experience Cultural Experience the Natural With Break Away the Money Experience Attraction(s) from Routine Warning some bases below 75 Nov-17: (n=141); Feb-18: (n=167); Jun-18: (n=71); Nov-18: (n=160); Feb-19: (n=163) Based on a random selection of those aware of South Africa: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Performance (Q22): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 75

  63. South Africa Personality Associations | Young Family Adventurers Young Family Adventurers Personality Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 6,17 6,18 6,26 5,93 Very Well 6,48 6,35 6,17 6,34 6,09 5,91 6,04 6,18 6,43 6,13 6,13 6,18 6,02 5,95 6,22 6,02 6,36 6,30 6,29 6.27 6,27 6.24 6.24 6,23 6,18 6,16 6,17 6.15 6,09 6,06 6,07 6,02 6.00 5,96 5,96 5,89 5,85 5,83 5,80 5,74 5,74 6 5 4 3 Does Not 2 Describe at All Adventurous Fun Friendly Memorable Breath-taking Enriching Exciting Exotic Well-known Warning some bases below 75 Based on a random selection of those aware of South Africa: Nov-17: (n=54); Feb-18: (n=46); Jun-18: (n=23); Nov-18: (n=44); Feb-19: (n=44) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 76

  64. South Africa Personality Associations | Social Explorers Social Explorers Personality Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 7 Very Well 5,91 6,14 5,97 6,13 5,90 5,84 5,79 6,02 6,09 5,89 5,91 6,07 5,82 5,73 5,95 6,07 5,91 5,91 5,97 5,89 5,83 5,88 6,14 6.13 6,06 6,07 6,02 6.02 6,03 6,00 6,00 5.97 5,98 5,98 5,99 5.98 5,99 5,99 5,95 5,95 5.85 5,93 5,93 5,89 5,79 6 5 4 3 Does Not 2 Describe at All Fun Exciting Adventurous Memorable Friendly Breath-taking Enriching Exotic Well-known Warning some bases below 75 Nov-17: (n=83); Feb-18: (n=99); Jun-18: (n=46); Nov-18: (n=94); Feb-19: (n=96) Based on a random selection of those aware of South Africa: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 77

  65. South Africa Personality Associations | Seasoned Status Seekers Seasoned Status Seekers Personality Associations (based on random selection of total aware of South Africa) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Mean Describes 6,06 6,42 6,31 6,19 6,38 6,23 6,27 6,18 6,30 6,09 6,23 6,08 6,13 6,48 6,38 6,24 6,35 6,39 6,12 6,34 6,14 6,14 6,32 6,28 7 6,12 6,34 6,18 Very Well 6,49 6,47 6,44 6,43 6,41 6,40 6,40 6,40 6,40 6,38 6,38 6,39 6,38 6,36 6,32 6,29 6,25 6,24 6 5 4 3 Does Not 2 Describe at All Fun Friendly Memorable Exciting Adventurous Enriching Breath-taking Exotic Well-known Warning some bases below 75 Nov-17: (n=141); Feb-18: (n=167); Jun-18: (n=71); Nov-18: (n=160); Feb-19: (n=163) Based on a random selection of those aware of South Africa: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Mean: The average rating for all destinations on this measure in within the market February 2019 Personality (Q23): How well do each of the following attributes describe this country? Use a scale of 1 –7 where 1 is “Does Not Describe at All” and 7 is “Describes Extremely Well". SAT - Feb-19 - India Market Report 78

  66. Desirability of Performance Associations | Young Family Adventurers Young Family Adventurers Desirability of Performance Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,38 6,31 6,29 6,28 6,28 6,27 6,24 6,23 6,23 6,22 6,21 6,21 6,21 6,19 6,19 6,18 6,18 6,18 6,15 6,16 6,15 6,15 6,17 6,14 6,14 6,13 6,13 6,11 6,12 6,12 6,10 6,10 6,08 6,08 6,08 6,07 6,05 6,05 6,07 6,05 6,05 6,06 6,05 6,03 6,04 6,03 6,03 6,02 6,01 6,02 6,02 5,99 5,99 6,00 5,99 5,97 5,98 5,97 5,98 5,98 5,94 5,93 5,90 5,87 5,83 6 5 4 3 Not at All 2 Desirable Has beautiful Offers Is a Safe & Offers a Offers a Offers a Excellent Is Easy to A Very Offers a Welcoming Offers Offers a Wide scenery Excellent Secure Wildlife Historical & Relaxation Year-Round Get Around Authentic beach People You Opportunity Variety of Value for Environment Experience Cultural Experience to Travel Travel experience Can Interact to Experience Experiences the Money Experience Break Away Experience With the Natural from Routine Attraction(s) Warning some bases below 75 Nov-17: (n=120); Feb-18: (n=120); Jun-18: (n=60); Nov-18: (n=120); Feb-19: (n=120) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 79

  67. Desirability of Performance Associations | Social Explorers Social Explorers Desirability of Performance Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,18 6,14 6,11 6,11 6,10 6,09 6,10 6,11 6,10 6,07 6,09 6,08 6,08 6,07 6,07 6,06 6,07 6,06 6,05 6,05 6,05 6,04 6,03 6,03 6,01 6,01 5,99 6,00 6,00 6,00 5,97 5,98 5,98 5,97 5,96 5,95 5,95 5,96 5,93 5,94 5,94 5,92 5,93 5,91 5,92 5,86 5,88 5,86 5,87 5,86 5,83 5,82 5,83 5,81 5,78 5,79 5,73 5,73 5,74 5,70 5,70 5,71 5,71 5,65 6 5,63 5 4 3 Not at All 2 Desirable Has beautiful Is a Safe & Offers a Wide Is Easy to A Very Offers Offers a Offers Offers a Offers a Excellent Welcoming Offers a scenery Secure Variety of Get Around Authentic Excellent Historical & Opportunity Relaxation Wildlife Year-Round People You beach Environment Experiences Travel Value for Cultural to Experience Experience to Experience Travel Can Interact experience Experience the Money Experience the Natural Break Away With Attraction(s) from Routine Nov-17: (n=280); Feb-18: (n=280); Jun-18: (n=140); Nov-18: (n=280); Feb-19: (n=280) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 80

  68. Desirability of Performance Associations | Seasoned Status Seekers Seasoned Status Seekers Desirability of Performance Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,41 6,40 6,37 6,35 6,35 6,34 6,34 6,35 6,33 6,33 6,33 6,32 6,32 6,33 6,32 6,32 6,31 6,30 6,31 6,30 6,31 6,30 6,29 6,29 6,28 6,27 6,28 6,27 6,28 6,29 6,28 6,27 6,25 6,26 6,25 6,27 6,27 6,26 6,27 6,24 6,24 6,23 6,23 6,22 6,22 6,22 6,23 6,23 6,23 6,22 6,19 6,20 6,20 6,18 6,18 6,19 6,18 6,16 6,16 6,14 6,14 6,14 6,11 6,09 6,07 6 5 4 3 Not at All 2 Desirable Has beautiful Offers a Wide Is a Safe & A Very Offers Is Easy to Welcoming Offers a Excellent Offers Offers a Offers a Offers a scenery Variety of Secure Authentic Opportunity Get Around People You Relaxation Year-Round Excellent beach Wildlife Historical & Experiences Environment Travel to Experience Can Interact Experience to Travel Value for experience Experience Cultural Experience the Natural With Break Away the Money Experience Attraction(s) from Routine Nov-17: (n=400); Feb-18: (n=400); Jun-18: (n=200); Nov-18: (n=400); Feb-19: (n=400) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q18): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 81

  69. Desirability of Personality Associations | Young Family Adventurers Young Family Adventurers Desirability of Personality Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,50 6,47 6,37 6,35 6,33 6,33 6,31 6,30 6,30 6,28 6,28 6,26 6,25 6,22 6,22 6,20 6,19 6,18 6,19 6,16 6,15 6,15 6,13 6,13 6,13 6,13 6,12 6,13 6,12 6,13 6,11 6,10 6,10 6,08 6,08 6,07 6,07 6,05 6,07 6,03 6,03 6,03 6,02 6,00 5,98 6 5 4 3 Not at All 2 Desirable Adventurous Fun Friendly Memorable Breath-taking Enriching Exciting Exotic Well-known Warning some bases below 75 Based on all respondents: Nov-17: (n=120); Feb-18: (n=120); Jun-18: (n=60); Nov-18: (n=120); Feb-19: (n=120) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 82

  70. Desirability of Personality Associations | Social Explorers Social Explorers Desirability of Personality Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,25 6,25 6,21 6,20 6,20 6,20 6,20 6,19 6,21 6,19 6,18 6,16 6,17 6,15 6,15 6,14 6,13 6,12 6,11 6,12 6,11 6,12 6,09 6,10 6,09 6,05 6,05 6,05 6,05 6,05 6,04 6,04 6,01 6,00 6,00 5,99 5,98 5,99 5,96 5,94 5,91 5,88 5,83 5,77 5,65 6 5 4 3 Not at All 2 Desirable Fun Exciting Adventurous Memorable Friendly Breath-taking Enriching Exotic Well-known Nov-17: (n=280); Feb-18: (n=280); Jun-18: (n=140); Nov-18: (n=280); Feb-19: (n=280) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 83

  71. Desirability of Personality Associations | Seasoned Status Seekers Seasoned Status Seekers Desirability of Personality Associations Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Extremely 7 Desirable 6,49 6,47 6,46 6,42 6,42 6,43 6,41 6,41 6,42 6,42 6,42 6,42 6,39 6,39 6,39 6,38 6,37 6,38 6,37 6,38 6,36 6,37 6,36 6,36 6,36 6,35 6,35 6,35 6,34 6,33 6,33 6,32 6,30 6,31 6,29 6,29 6,29 6,28 6,28 6,27 6,26 6,25 6,25 6,24 6,22 6 5 4 3 Not at All 2 Desirable Fun Friendly Memorable Exciting Adventurous Enriching Breath-taking Exotic Well-known Nov-17: (n=400); Feb-18: (n=400); Jun-18: (n=200); Nov-18: (n=400); Feb-19: (n=400) Based on all respondents: –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Desired Attributes (Q20): When you think about international destinations for leisure purposes, how desirable are each of the following attributes? Use a scale of 1 –7 where 1 is “Not at All Desirable” and 7 is “Extremely Desirable". SAT - Feb-19 - India Market Report 84

  72. Reasons for Leisure Visits | Young Family Adventurers Reasons for Considering a Leisure Destination (based on all respondents who have visited at least one of the travel destinations in the past 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=109) (n=117) (n=58) (n=117) Read about or saw photos of the country on community sites 50% 63% 61% 59% 57% Read an article on a website describing the country 48% 48% 54% 47% 52% Went for a specific recreational purpose 48% 46% 48% 45% 56% Recommended by a friend/colleague/family member 45% 51% 50% 52% 57% Went for a specific event 45% 46% 53% 50% 51% Saw an advertisement on TV 45% 41% 44% 48% 38% Have previously visited this country for vacation or visiting friends and family 45% - - - - Read a magazine/ newspaper article describing the country 44% 51% 53% 47% 45% Saw an advertisement in a magazine/ newspaper 44% 49% 52% 47% 51% Saw locations of the country in a movie/ TV show 43% 50% 51% 47% 53% Have previously visited this country for Business 43% 45% 49% 43% 44% 41% Airline advertised the location 48% 44% 50% 39% Read about the location in a travel book/ travel magazine 40% 50% 47% 52% 49% 40% Was visiting a friend/family member who stays in that country 50% 47% 48% 49% Saw an advertisement at the cinema 38% 42% 41% 41% 43% Informed by travel agent or the location was part of a travel package 34% 52% 50% 47% 47% 0% Other 1% 0% 0% 0% 0% 20% 40% 60% Warning some bases below 75 Based on all respondents who have visited at least one of the travel destinations in the past 5 years (n=119; 99% of all respondents) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 85

  73. Reasons for Leisure Visits | Social Explorers Reasons for Considering a Leisure Destination (based on all respondents who have visited at least one of the travel destinations in the past 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=253) (n=270) (n=131) (n=254) Saw locations of the country in a movie/ TV show 46% 49% 48% 39% 45% Recommended by a friend/colleague/family member 45% 49% 53% 47% 45% Read about or saw photos of the country on community sites 45% 54% 59% 51% 54% Read about the location in a travel book/ travel magazine 42% 55% 54% 42% 48% Read an article on a website describing the country 41% 53% 51% 39% 42% Was visiting a friend/family member who stays in that country 41% 38% 43% 42% 40% Went for a specific recreational purpose 40% 47% 59% 39% 49% Have previously visited this country for vacation or visiting friends and family 39% - - - - Read a magazine/ newspaper article describing the country 37% 44% 51% 40% 47% Saw an advertisement on TV 36% 37% 45% 35% 42% Have previously visited this country for Business 33% 42% 47% 40% 40% Went for a specific event 32% 36% 41% 34% 35% Saw an advertisement in a magazine/ newspaper 32% 42% 48% 39% 38% Informed by travel agent or the location was part of a travel package 30% 39% 46% 35% 42% Airline advertised the location 29% 32% 37% 22% 29% Saw an advertisement at the cinema 28% 31% 37% 31% 37% 0% Other 1% 0% 1% 1% 0% 20% 40% 60% Based on all respondents who have visited at least one of the travel destinations in the past 5 years (n=272; 97% of all respondents) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 86

  74. Reasons for Leisure Visits | Seasoned Status Seekers Reasons for Considering a Leisure Destination (based on all respondents who have visited at least one of the travel destinations in the past 5 years) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=365) (n=379) (n=187) (n=372) Read about or saw photos of the country on community sites 51% 57% 54% 48% 56% Recommended by a friend/colleague/family member 49% 51% 46% 44% 49% 49% Saw locations of the country in a movie/ TV show 54% 48% 50% 51% Went for a specific recreational purpose 47% 44% 46% 39% 50% Read an article on a website describing the country 46% 52% 45% 48% 47% Have previously visited this country for vacation or visiting friends and family 45% - - - - 44% Saw an advertisement on TV 45% 43% 43% 46% 44% Saw an advertisement in a magazine/ newspaper 48% 45% 40% 48% Read about the location in a travel book/ travel magazine 44% 50% 49% 45% 52% Read a magazine/ newspaper article describing the country 44% 48% 45% 43% 48% Was visiting a friend/family member who stays in that country 43% 43% 45% 40% 44% Have previously visited this country for Business 42% 43% 41% 36% 44% 40% Went for a specific event 38% 38% 35% 39% 40% Informed by travel agent or the location was part of a travel package 43% 41% 37% 44% Airline advertised the location 37% 37% 36% 35% 34% 33% Saw an advertisement at the cinema 38% 36% 33% 39% Other 0.3% 0.3% 1% 0% 0% 0% 20% 40% 60% Based on all respondents who have visited at least one of the travel destinations in the past 5 years (n=398; 100% of all respondents) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Trigger for Leisure Visits (Q12c): What prompted you to consider visiting this/these international leisure destination(s) on this trip? (Select all that apply) Note: An attribute has been included in the question starting Feb-19 wave SAT - Feb-19 - India Market Report 87

  75. SA Tourism Brand Tracker SOUTH AFRICA SNAPSHOT

  76. Familiarity Familiarity with South Africa (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 32% 33% Very Familiar 36% 33% 34% 19% 20% Somewhat Familiar 24% 21% 18% 5% 6% Not very Familiar 5% 6% 4% 44% 41% Not Aware 35% 41% 44% 0% 20% 40% 60% 80% Based on all respondents: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Familiarity (Q11): How familiar are you with each of the following countries as an international destination for leisure purposes? (Very Familiar, Somewhat Familiar, Not Very Familiar) SAT - Feb-19 - India Market Report 89

  77. Likeability/Positivity | Total Likeability/Positivity — How Many Respondents Would Like to Visit the Destination (based on total aware of respective destination) South Africa Australia 100% 85% 83% 82% 82% 82% 75% 50% 80% 80% 79% 79% 76% 25% 0% Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 Total Based on South respondents (n=449) (n=475) (n=259) (n=474) (n=447) Africa who are total (n=663) (n=671) (n=344) (n=664) (n=680) aware of Australia Likeability (Q29): Some travellers feel differently about different international destinations for leisure purposes. Please rate each of the following international destinations for leisure purposes according to how much you would like or dislike visiting them using a scale of 1 –7 where 1 means “Would Dislike a Lot” and 7 means “Would Like a Lot". (Percent rating of 6 or 7 on a 1 – 7 scale) SAT - Feb-19 - India Market Report 90

  78. Past Travel Behaviour | Loyalty Segments South Africa’s Loyalty Segments (based on all respondents) Current & Likely Past & Likely Never, but Likely Current, but Unlikely Past, but Unlikely Never & Unlikely Nov-17 15% 3% 12% 11% 5% 55% Feb-18 15% 5% 11% 12% 8% 50% Jun-18 12% 5% 15% 14% 7% 48% Nov-18 12% 3% 12% 11% 7% 55% Feb-19 13% 6% 10% 11% 5% 56% 0% 20% 40% 60% 80% 100% Based on all respondents: Nov-17: (n=800); Feb-18: (n=800); Jun-18: (n=400); Nov-18: (n=800); Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Current & Likely: Have visited for leisure in past 18 months (Q16b) and intend to visit for leisure in the future (Q14) Past & Likely: Have visited for leisure more than 18 months ago but less than 5 years ago (Q12a) and intend to visit for leisure in the future (Q14) Never, but Likely: Have not visited for leisure in the past 5 years (Q12a) and intend to visit for leisure in the future (Q14) Current, but Unlikely: Have visited for leisure in past 18 months (Q16b) and do not intend to visit for leisure in the future (Q14) Past, but Unlikely: Have visited for leisure more than 18 months ago but less than 5 years ago (Q12a) and do not intend to visit for leisure in the future (Q14) Never & Unlikely: Have not visited for leisure in the past 5 years (Q12a) and do not intend to visit for leisure in the future (Q14) SAT - Feb-19 - India Market Report 91

  79. SA Tourism Brand Tracker PAST TRAVEL BEHAVIOUR

  80. Regional Travel | In Last 5 Years International Leisure Travel Destinations Visited in Past 5 Years (based on all respondents) 100% 77% 75% 64% 59% 54% 50% 43% 40% 37% 31% 30% 25% 0% Europe (for Asia (for example: Australia/New North America Middle East (for South America (for Central America Sub-Sahara Africa Northern Africa example: UK, China, Korea, Zealand and South example: Turkey, example: Brazil, (Including Mexico (for example, South (for example France, Italy, Hong Kong, Japan, Pacific Islands Israel, Saudi Argentina, Peru) & Caribbean) Africa, Kenya, Egypt, Morocco, Spain, Switzerland, Nepal, , Pakistan, Arabia, UAE, Nigeria, Ghana) Tunisia, Niger, Greece) Thailand, Oman, Iran) Chad, Sudan) Singapore) Based on respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Regional Travel (Q2): Which of the following international destinations for leisure have you visited in the past 5 years? (Select all that apply) SAT - Feb-19 - India Market Report 93

  81. Regional Travel | In Last 2 Years International Leisure Travel Destinations Visited in Past 2 Years (based on all respondents) 100% 75% 70% 66% 57% 56% 50% 45% 42% 39% 25% 1% 0% Western Europe North America East and Central Asia Australia and Central and South Africa (for example Eastern Europe Other (including United (i.e., United (including China, New Zealand America (for example: South Africa, (like Russia, Czech Kingdom (i.e. States, Canada) Hong Kong, Japan) Brazil, Argentina, Kenya, Egypt, Republic, Hungary, England, Wales, Chile, Uruguay, Mauritius, Nigeria, Poland, Romania, Ireland), France, Mexico, etc.) Zimbabwe, etc.) Slovakia, etc.) Germany, Italy, etc.) Based on respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Regional Travel (Q2A): Which of the following international destinations for leisure have you visited in the past 2 years? (Select all that apply) SAT - Feb-19 - India Market Report 94

  82. Previous Visitation in Past 5 Years Previous Visitation in Past 5 Years (based on total aware of destination) Visited for Holiday/Vacation Only Visited Friends and Family Visited for more than one purpose Visited Only for Business Never Visited in Past 5 Years 100% 9% 9% 11% 15% 16% 21% 24% 27% 29% 30% 17% 18% 16% 11% 15% 75% 14% 15% 13% 13% 12% 16% 17% 15% 24% 27% 12% 12% 11% 14% 17% 50% 8% 18% 13% 13% 15% 17% 15% 13% 14% 16% 25% 43% 41% 40% 38% 34% 33% 33% 32% 33% 30% 0% South Africa Australia Brazil Egypt France Italy Kenya Switzerland UK USA Based on total aware of each (n=447) (n=680) (n=475) (n=375) (n=596) (n=499) (n=316) (n=628) (n=664) (n=706) country as a leisure destination Past Visitation (Q12a): Which of the following countries have you visited in the past 5 years and for what purpose? SAT - Feb-19 - India Market Report 95

  83. SA Tourism Brand Tracker GENERAL TRAVEL BEHAVIOUR

  84. Travel Spending Estimated Annual Expenditure on Leisure Travel (based on all respondents) INR 10,001 – INR 25,000 INR 0 – INR 10,000 INR 25,001 – INR 50,000 0.4% 5% 2% INR 50,001 – INR 100,000 9% INR 500,001 or More 35% INR 100,001 – INR 200,000 14% 35% INR 200,001 – INR 500,000 Average Annual Leisure Expenditure: INR 608,635 Based on all respondents: Feb-19: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Estimated Annual Expenditures (Q46): How much do you spend in total every year on all of your travel for leisure purposes combined (including both local and international trips) for leisure purposes? (If trips are combination of business and pleasure, please think only about how much you spent for leisure purposes.) SAT - Feb-19 - India Market Report 97

  85. Travel Attitudes | Among South African Leisure Travellers Travel Attitudes Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (Percent Strongly Agree Among Leisure Travellers to South Africa) (n=265) (n=313) (n=148) (n=269) (n=274) Travel Attitudes: Aspirations I expect to travel internationally more in the future than I do now 50% 42% 40% 46% 51% Some of my most important life goals involve travel experiences I want to have 49% 40% 41% 43% 51% Travel Attitudes: Adoption I find change exciting 53% 50% 47% 47% 57% I am one of the first people I know to try something new 54% 46% 41% 49% 54% Once I find something I like I tend to stick with it 44% 38% 35% 35% 38% Travel Attitudes: Barriers I would spend more money to travel to a destination that I know is safe 48% 42% 46% 48% 47% Traveling internationally is a luxury 52% 43% 39% 54% 47% I would prefer visiting a country that is promoting eco-friendly policies 51% 41% 41% 45% 47% I would rather visit a country that I am familiar with, as a tourist, than experiment by visiting a place that I am not familiar with 43% 33% 33% 36% 43% The threat of global terrorism affects where I consider traveling internationally 43% 35% 37% 39% 39% I worry about how I may be treated in foreign countries due to my country’s policies 46% 38% 33% 31% 35% Travel Attitudes: Economics I invest more of my extra money in my home than I used to 42% 41% 43% 39% 45% I am now more likely to save money than to use it to travel internationally 41% 37% 36% 38% 45% I am spending less money on travel in favor of other forms of entertainment (eating out, movies, amusement parks, etc.) 40% 33% 28% 33% 38% Travel Attitudes: Time & Distance I dont mind increasing my travel time for a cheaper airfare 42% 37% 36% 38% 42% I am traveling closer to home than I used to 37% 36% 34% 37% 41% I am taking shorter, more frequent trips than I used to 42% 40% 36% 37% 39% Travel Attitudes: Travel Behavior I prefer group tours for my long distance international trips 45% 37% 37% 41% 43% I purchase travel packages that include airfare and hotel as one price for my short distance trips 39% 35% 35% 41% 39% Based on respondents who have Visited South Africa for Leisure –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Travel Attitudes (Q44a): To what extent do you agree or disagree with the following statements? (Strongly Agree, Agree Somewhat, Disagree Somewhat, Strongly Disagree) SAT - Feb-19 - India Market Report 98

  86. Worldliness | Lifestyle Lifestyle: Worldliness (based on all respondents) Nov-17 Feb-18 Jun-18 Nov-18 Feb-19 (n=800) (n=800) (n=400) (n=800) Do you read about international news and foreign cultures 85% 84% 85% 88% 87% Do you regularly watch TV travel programs or documentaries about foreign countries 85% 85% 82% 87% 85% Do you keep up with foreign fashion trends 83% 83% 83% 80% 81% 80% Do you have an international credit card 81% 81% 78% 79% 77% Would you say that you have many friends from a different culture than your own 81% 80% 79% 77% 75% Do you regularly go on business trips abroad 79% 78% 75% 75% 74% Do you frequently interact with international suppliers on your job 79% 76% 73% 76% Do you regularly eat foreign foods 72% 73% 74% 74% 73% 0% 20% 40% 60% 80% 100% Based on all respondents: (n=800) –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Lifestyle — Worldliness (Q44b): We would like to ask you some questions about your lifestyle. SAT - Feb-19 - India Market Report 99

  87. SA Tourism Brand Tracker SOUTH AFRICAN TRAVEL

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