FS Tourism Authority’s “Big 5” Strategy to Attract Visitors

The Free State Tourism Authority (FSTA) has launched a tourism concept aimed at attracting tourists and marketing the province in the country, following the completion of a research that revealed a need for a new marketing strategy.

Over the past six years, the FSTA had popularised the province through conventional marketing and events. However, The FSTA launched the “Big 5” tourism strategy in Durban during the tourism indaba that was held from May 9 to 14.

The tourism authority spokesman, Tshidiso Lerumo explained that the “Big 5” concept has taken into consideration that no tourist would visit the Free State to see the centrality of the province without specifically being given ideas about “what-to-do” or “what-to-see”.

He said the route concept sparked the need to sell attractions, events as well as hospitality as a package, and five routes were created and were named after animals to ensure that the entity avoided the use of geographic demarcations that currently defined its regions.

He said the Northern Free State route that runs from Deneysville, Sasolburg, Parys and Vredefort up to Kroonstad is known as the “Lion Route” and is famous for its vast water catchment, natural attractions, adventure tourism and events.

The North West of the Free State that stretches through Bothaville, Welkom, Ventersburg, Winburg and Brandfort is known as the “Flamingo Route”, characterised by mine tourism, the battlefields, political history and events.

The centre region of the province, which is the economic hub of the province, is known as the “Cheetah Route” based on rich culture and heritage. The region is also known as the cradle of new South Africa political landscape and is popular for several large events that take place in Bloemfontein.

The route that runs along the borders of SA and Lesotho with the Drakensburg as its backdrop through Ladybrand, Clocolan, Ficksburg, Fouriesburg, Bethlehem, Golden Gate, Kestel, QwaQwa, up to Harrismith is known as the “Eagle Route”. It is well known for its scenery and the impressive rock art created by the ancient San inhabitants with spectacular footprints left by dinosaurs that once roamed the area.

The last route runs along the Southern part of the province runs in Jacobsdal, Koffiefontein, Jagersfontein, Philippolis, Gariep Dam and Bethulie and is known as the “Springbok Route” and is characterised by rich Griqua history, the amazing tiger moon project, open skies, spectacular star gazing and great adventure tourism for 4×4 and quad bikes routes found in the area.

Lerumo said all tourist attractions including the events hosted along these routes are clearly depicted on newly created “Big 5” tourists’ maps which guide tourists on where to go and what to do when they are in the province.

“The province will market the concept on various social media platforms and an attractive website, but also continue to use traditional platforms such as billboards, brochures, exhibitions, print and electronic media,” ended Lerumo.
The chairman of the FSTA board, Glen Netshivhodza, said the board wants to put the Free State on an international map.

Netshivhodza said they came up with the “Big 5” concept after studying similar concepts in Spain, Australia and the rest of South Africa. He said they are confident that the tourism drive will encourage visitors to travel through Free State’s spectacular areas and routes.