9 January 2004

The tourism industry in South Africa has made significant strides in recent years in attracting foreign visitors, while at the same time spreading the benefits to ordinary people.

According to Cheryl Carolus, the chief executive of SA Tourism, the growing confidence as a nation and the business community's "bullish" approach to the "bearish" global tourism industry indicate that the country will continue to register growth in the tourism sector.

Writing in the Sunday Times recently, Carolus said: "The defining moment for the South African tourism industry came in 2003 when we became the fastest-growing tourism destination in the world - based on tourist arrival statistics.

"The world has noticed South Africa as a destination of unspoilt scenic beauty, unparalleled cultural diversity and unprecedented experiences."

The Tourism Growth Strategy, which was adopted by the Cabinet, has provided SA Tourism with a solid platform from which to market the country as a preferred value-for-money tourism destination, added Carolus.

In the first six months of 2003, the total number of foreign travellers visiting South Africa increased by 144 151 (4.8 percent) compared to the same period in 2002. Overseas arrivals increased by 76 373 (9.6 percent) and African arrivals increased by 64 133 (3 percent).

The strategy involves implementing plans to aggressively market the country as an international destination of choice, including focusing on priority markets and identifying key segments and appointing portfolio managers for each of these key markets, namely the Americas, Asia, Australasia, Europe and Africa.

South African Tourism has also set up a marketing team of "international ambassadors" representative of the maturity, professionalism and passion of the country, said Carolus.

The strategy enables SA Tourism to quickly shift focus in what is an ever-changing tourism environment, ensuring that it adapts to the changes and leverages opportunities as and when they arise in order to maximise returns on investment.

In order to address the issue of tourism seasonality, SA Tourism has launched four integrated global marketing campaigns featuring value-for-money packages during South Africa's traditional low season.

These campaigns are:

• My SA Story (the United States);
• Live the Moment (India);
• Great Urban Getaway (Kenya and Tanzania);
• Sunsation (the UK).

Among these were the high-profile United Nations World Summit on Sustainable Development - the largest gathering of its kind in the history of the United Nations – held in Johannesburg, the World Conference against Racism, and the ICC Cricket World Cup, the longest and largest ever in the history of the tournament. These events were hosted successfully without any incidents.

Ordinary South Africans have also benefited from the boom in tourism.

Through small business development in the tourism sector, the government has facilitated the creation of jobs as part of a holistic effort to address poverty.

It also facilitated black economic empowerment within the industry by employing, training and mentoring black professionals and entrepreneurs, lobbying banks to enhance access to finance by black entrepreneurs and promoting affirmative procurement practices.

Small businesses that have spun off from the tourism boom include townships and rural tour operators, and a special focus on infrastructure investment and product development such as cultural villages, heritage sites, rock art and conservation, as well as accommodation and entertainment establishments.

SouthAfrica.info reporter

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