Tourism Marketing Levy South Africa (TOMSA) is a private sector initiative, set up in 1998 to raise additional funds for the marketing of destination South Africa. As the appointed marketing agency for destination South Africa, South African Tourism (SAT) makes use of these funds to profile the country a preferred tourist destination, locally and internationally.
SAT's core business is to drive tourist into South Africa as well as galvanise local South Africans travel within their own country. With additional funding from TOMSA, SAT's marketing reach is expanding, thus opening doors tourism businesses to new markets and business opportunities.
Since its inception, TOMSA has grown from collecting R9.9 million in 1999 with less than 50 collectors, to collecting in excess of R102 million in 2012. The marketing of destination South Africa has increased dramatically over the same period where SAT now actively promotes South Africa in 15 core markets around the world.
Essentially, TOMSA levy collection constitutes paying over 1% of each confirmed booking towards the TOMSA fund. Note that collection of the TOMSA levy is voluntary and the amounts paid do not constitute a tax to the business. The levies are paid by the tourist and the business merely acts as a collector of the levies to be paid over to the Tourism Business Council of South Africa (TBCSA), administers of TOMSA.