“This confirms that the Kruger Lowveld Z-CARD® is now very firmly entrenched in the market as the definitive, most available and easily accessible travel tool around,” says Lisa Sheard, KLT’s executive director and marketing consultant.
“As we have developed and improved our Z-CARD® offering, we have been able to include a better map and more relevant information. The demand for this free tourism material has grown significantly and we realised that in order to ensure constant supplies throughout the region and beyond, we needed a 40% print run increase this year to meet the huge demand,” says Sheard.
The Z-CARD® is a free tourism brochure that acts as an appetizer and advisor for all visitors travelling in the Kruger Lowveld region. The brochure contains a very detailed map with all roads and interesting tourism sights,places marked for easy interpretation, as well as general tourism information, some travel tips and a selection of different individual tourism products and services.
Distribution is by way of all local and regional information offices, hotels, concierge desks, restaurants, transfer companies, car hire companies, airports, tour operators, strategic tourism sites and places of interest, the Kruger National Park, and many other attractions.
“They are also distributed by KLT at the five major travel and tourism shows that we attend annually, and about 3 000 are sent on request to local tour operators and another 2000 or so are sent overseas to various South African tourism offices and international tour operators. They have proved to be exceptionally popular with tourists to the region,” adds Sheard.
The Z-CARD® is largely funded by the private sector through advertising and sponsorship contributions.
KLT is the tourism division of the Kruger Lowveld Chamber of Business and Tourism, and represents the interests of the majority of private-sector tourism and leisure operators in the region. South Africa’s premier inland tourism and leisure destination, the Kruger Lowveld region includes attractions such as the Kruger National Park and surrounding private game reserves, the Barberton Makhonjwa Geotrail, God’s Window and the Blyde River Canyon, as well as tourist towns such as Sabie, Graskop, Pilgrim’s Rest, Hazyview, White River, Nelspruit/Mbombela, Kaapschehoop and Malalane.
“Our most important objectives are to attract visitors to the region, to look after them while they are here and to keep in touch with them once they have departed, so that we increase visitor numbers, length of stays and money spent in the area. As the regional destination tourism marketing organisation, one of our core marketing imperatives is to provide visitors with free, objective, tourism information and maps of the area and the annual Z-CARD® ticks all the boxes in this regard. It is highly retainable and the format allows for the inclusion of a wealth of information into a handy and compact brochure,” says Sheard.
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