FTTSA and SAT have signed a joint marketing agreement to introduce the concept of Fair Trade Tourism to the Australian market. As part of this, our Marketing Manager recently participated in a 10-day whirlwind road-show of New Zealand and Australia. Close to 900 travel agent, as well as all major wholesales selling Africa and media representatives attended the show as it visited Auckland, Brisbane, Sydney, Melbourne and Perth. The show took the form of a talk-show, hosted by popular Australian drag-queen Verushka Darling, ensuring that all visiting South African products had optimal exposure to the invited guests.
Tim Charody (travel journalist and filmmaker) being interviewed by Verushka Darling (hostess)
FTTSA’s Marketing Manager Katarina is talking to Verushka Darling
The audience were very positive to the Fair Trade Tourism message, and FTTSA has already received numerous requests for more information on how to incorporate the Fair Trade Tourism message into collateral and sales efforts.
The Australian market has a high awareness of Fairtrade (the black, blue and green label below). 66% of the Australians have trust in the Fairtrade label and 45% recognize the Fairtrade label. In 2010 Australia experienced a 5% increase in awareness of the Fairtrade Label (now up to almost a quarter of the population) compared to the same time the previous year. And amongst consumers proactively engaged in sustainable behaviours (LOHAS), recognition of the Fairtrade Label was over 84%.
Why are we reporting on Fairtrade figuers? Well The FAIRTRADE Mark is now the most widely recognised social and development label in the world and the more awareness of the Fairtrade label the greater opportunites for creating awareness about Fair Trade and Fair Trade Tourism.
In 2011 South Africa welcomed over 100 000 Australian tourists and going forward, we hope to welcome many Fair Trade Tourism visitors from this (for FTTSA) new and vibrant market!
