Group Strategic Objectives


To achieve our strategy we have set ourselves short- and medium-term objectives and initiatives which are reviewed and updated on a yearly basis. These initiatives and objectives address our key risks, key stakeholder concerns and our strategic growth aspirations.

The strategic focus areas set in the prior year have remained largely unchanged and are the basis for measuring management’s performance, starting with the Chief Executive then cascaded to direct reports, and in turn, throughout the organisation. These form our roadmap for the foreseeable future, with our progress in the past year and objectives ahead for each of the following five strategic pillars forming the basis for the rest of this management report:

Improve our existing operations and guest experience

In challenging the assumption that the markets in which we operate in are relatively mature, we are actively relooking how our business is structured and how we operate to maximise the value we can create and to improve the guest experience. Ensuring that existing and new guests keep choosing Sun International properties as their destination of choice – through offering a great experience – is core to this focus area.


Protect and leverage our existing asset portfolio

We have a diverse portfolio of assets including world class five star hotels, modern and well located casinos, some of the world’s premier resorts and some older legacy assets that for various reasons may not be positioned favourably any more. In evaluating our portfolio we have identified those properties that can be better leveraged, those that need protection and those that may no longer be core to our strategy.


Grow our business into new areas and products

While we believe there is still latent growth to be had from our existing assets, to effectively grow our business we are considering other geographic areas that offer attractive opportunities for casinos. In particular we are focusing on Latin America. We are also looking at the alternative gaming market which continues to experience strong growth.


Our people

Our people are the enabler of the Group’s ability to achieve its strategic objectives. Given the highly competitive service-oriented industry we operate in, our people’s motivation and competence to perform and provide a memorable guest experience are key determinants of the Group’s ongoing success and sustainability.


Governance and sustainability

As a responsible corporate citizen, the Group has developed a credible track record that underlies our corporate reputation. Governance and sustainability are fundamental to Sun International’s operations and are interwoven into our strategy and decision-making process, from board and management level to our operations.


Sun International supports responsible gambling. Gambling for persons 18 years and older. Winners know when to stop.

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