Wavela Mthobeli is Head of Analytics at South African Tourism. He joined the organisation in 2007 as a researcher, tasked with managing the departure survey. This entailed understanding the travel and spending patterns of foreign tourists in South Africa; analyzing the data from the key markets; setting annual targets against the business objectives; and monitoring the trends driving travel and tourism globally and make due business recommendations.
In 2009, Wavela was promoted to Senior Researcher. In this role he managed the Brand Tracker survey, the purpose of which is to measure how South Africa is performing as a leisure destination. The survey monitors South Africa across 17 different international markets.
In his tenure as a Senior Researcher, he has also successfully led and saw to completion the following research projects which enabled the organisation to put in place sound strategic communication strategies:
• Insight Activator project for USA, UK and Germany
• Brazil and India market segmentation project
• The impact of the 2010 FIFA World Cup™ and the contribution of mega events to the tourism sector
Wavela holds a BSc Honors in Mathematical Statistics and a BSc Degree in Computer Science and Mathematical Statistics – both from the University of the Western Cape. In addition, he holds a qualification in Advanced Financial Modelling from the International Institute for Research and has also received various on the job training qualification whilst at South African Tourism.
Prior to joining South African Tourism, he spent three years with leading consumer product company, Proctor & Gamble where he researched and gave insight to three of South Africa’s top brands. Before that he was a junior researcher at the Agricultural Research Council Institute for Soil, Climate and Water.