What is Tourism Marketing Levy for South Africa (TOMSA)?

TOMSA (Tourism Marketing Levy for South Africa) was set up in 1998 to provide additional marketing funding for South African Tourism for promoting destinations South Africa internationally. TOMSA has grown from collecting R9.9 Million in 1999 with under 50 members, to collecting in excess of R60 Million in 2006. The marketing of Destination South Africa has increased dramatically over the same period and South African Tourism now actively promotes the country in twelve core markets around the world.

They now have sufficient funds to address both tactical and potential source markets for the 2010 Soccer World Cup. The core markets where TOMSA funding is utilised – include USA, UK, Germany, France, Italy, Netherlands, Kenya, Nigeria, China, Japan, India and Australia. South African Tourism also invest marketing funds to stimulate and grow the domestic tourism market and have a dedicated Business Tourism marketing unit to promote these world class offerings.

WHY WAS TOMSA CREATED?
Ten years ago, it was recognised both by government and industry that for South African Tourism to be successful, a marked increase in the budget was required. The tourism industry business sector committed to play an active role to assist government in increasing the money available. A voluntary levy system was canvassed and agreed upon.
At a meeting held in Johannesburg during 1998, attended by the tourist industry leaders and representatives of tourist associations, it was agreed to support the levy scheme, effective from April 1999 as a basis for a sustainable public-private partnership.

TOMSA has been incorporated as an association in terms of Section 21 of the Companies Act, 1973, and therefore is a legal entity.

COLLECTION OF THE LEVY
In consultation with tourism product owners, the level of the levy was agreed. The accommodation sector agreed on a 1% addition to all accounts for the accommodation portion. Car hire companies agreed to 1% addition to the daily/weekly rate. Coach operators agreed on a set amount per passenger. Other providers collect by other agreed methods.

TBCSA was appointed as the collecting agency. A pro-forma invoice is raised for each levy collector on a monthly basis, to be remitted to TBCSA with a breakdown of actual figures.

BENEFITS OF TOMSA
TOMSA has created a practical means for an effective partnership with government through SA Tourism. SA Tourism’s core business is to increase tourism flows and build the South African tourism brand in international markets. The following benefits accrue to the industry through this public/private partnership:

• The industry is represented on SA Tourism’s Marketing Committee to advise on marketing plans. Industry representation on the Marketing Committee is nominated through TBCSA
• Allows the private sector to be actively involved in the planning, strategy and implementation of South Africa’s international marketing activities.
• Allows the private sector to become involved in co-operative marketing.
• Facilitates and assists collectors to become involved in International Marketing.
• Creates a coordinated and broader marketing effort.
• South Africa and the tourism industry as a whole benefits as international best-practice has shown that a successful international marketing and branding campaign gives everyone an opportunity to benefit.

AS A TOMSA LEVY COLLECTOR YOU:

• are able to provide your product marketing material for distribution by South African Tourism internationally (prior arrangements required)
• are given preferential profiling on the SA Tourism website provided you are graded with the Tourism Grading Council of SA
• are given preference as a possible co-exhibitor at various trade exhibitions according to SA Tourism’s selection criteria
• are part of the preferential pool of offerings considered when SA Tourism host international guests for familiarization trips
• have the opportunity on a monthly basis to brief the South African Tourism call centre staff on your product offering (booking essential)
• to partake in the annual TOMSA Lekgotla with SA Tourism to give input into the marketing strategies and plans once a year
• will be the first to receive information on SA Tourism’s Joint Marketing Agreements from which you can leverage your own marketing activities
• to receive feedback on SA Tourism’s international and local marketing activities on a quarterly basis
• will be invited to TBCSA workshop to contribute insight and knowledge on key macro issues
• will receive a monthly member update on TOMSA issues and tourism industry related matters
• will be invited to attend the annual general meeting of TOMSA and have the opportunity to nominate and vote for TOMSA Directors every two years
• collectors are entitled to use the TOMSA logo as an endorsement on their marketing collateral, websites and advertising campaigns
• listing and link on the TOMSA website – collectors information and links to website are provided on this site
• you will receive a TOMSA pack on registration this includes the following; certificate, tent card, consumer message, contact card with registration details, manual – how to use.
• receive a three percent score on the Tourism BEE scorecard

HOW TO START COLLECTING & BENEFITING

• Register as a collector with TOMSA through the website or manually (download from website)
• Sign the contract with TOMSA
• Make the necessary accounting adjustments to your financial accounting system
• Display your TOMSA Member Certificate and continuously educate your staff about the levy
• Submit your online levy return by the last day of each month
• Align your marketing plans to take advantage of the SA Tourism marketing opportunities – keep your product top of mind with the international marketing teams
• Check your e-mail and our website monthly for news and information to keep you up to date with the changing landscape of our industry

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