Recent developments towards global orientation and communication in both the business and the individual/household sector have had strong impacts on the tourism industry. As traveling becomes easier, faster, better organised and more affordable, the competition among tourism destinations intensifies (Freyer [199S] pp.12–13; WTTC  pp.8–9). More destinations become accessible and comparable in the eyes of the consumer. A high degree of brand parity is the resultant perception (Krippendorf  p.22).When marketing South Africa in markets for long-haul vacations it is important to ensure that tourism will be beneficial for its society. Tourism is a key foreign exchange earner for South Africa, promising a growing potential, while certain other sources of foreign exchange appear to relatively decline or stagnate. South Africa is a relatively new destination for tourism generating countries and therefore still at the beginning of the product life-cycle. If the destination is managed wisely, there is a good opportunity, due to the acknowledged magnificent physical quality of the tourism product, to survive short-term product life-cycles, and endure as a tourism brand.
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- Developing a Strategic Model for Branding South Africa as an International Tourism Destination, with Special Consideration of Multicultural Factors