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Cape Town - South Africans should explore their country as it is the ultimate holiday destination, no matter what type of adventure theya re after, Tourism Minister Marthinus van Schalkwyk said on Wednesday.
"Our message to South Africans who seek world class destinations to relax in, have an adventure in and to explore, is that they will find what they are looking for right here in South Africa."
He said citizens should become excited about travelling locally, and support the industry.
"We are determined to promote and enhance domestic tourism and implement strategies to grow this sector, which is the very lifeblood of our tourism industry and one of our key focus areas."
Van Schalkwyk was speaking at the launch of a domestic tourism strategy in Cape Town.
The campaign's tagline is: "Whatever you are looking for, it's right here in South Africa."
Domestic tourism contributed 76% of the country's total tourism volume in 2011, adding R20bn to the economy. The tourism department is hoping the strategy will boost domestic trips from 26.4 million in 2011 to 54 million by 2020.
Van Schalkwyk said the campaign would reach five types of local tourists - young, spontaneous budget explorers; professionals over the age of 35 looking to reward themselves; successful "go-getters" who travel to boost their social status; seasoned leisure travellers; and "well-to-do mzansi families".
Television, radio and outdoor adverts would be used to encourage locals to travel, along with special offers and exciting things to do.
South Africans spent around R780 a trip last year.
