AFRICA’S TRAVEL & TOURISM SUMMIT SUPPLEMENT

Africa’s Travel and Tourism Summit Re-awakening Africa.

Africa’s Travel and Tourism Summit – Re-awakening Africa

Date: 19-21 September 2021 SMME Day on 19 September

Theme: Re-awakening Africa

Location: Johannesburg, Durban, Lagos and available virtually

Venues: Sandton Convention Centre, Durban ICC and Lagos Marriot Hotel Ikeja, Nigeria.

Number of attendees, physical and virtually: 4,717

Host: SA Tourism

Africa is open for business

Africa’s Travel and Tourism Summit was hosted simultaneously in three major cities in Africa – Johannesburg, Durban and Lagos, Nigeria – between 19 and 21 September. The hybrid event gave delegates from around the world the option to attend either physically or virtually. It also gave those outside of Africa the opportunity to be a part of the Summit as they could personalise their programme according to their time zone.

The conference industry has always been slow to change, with traditional meeting models having been in existence for decades and the winning of international meetings being the ultimate goal for many in the meetings value chain. Overnight, the pandemic changed the traditional face-to-face model to virtual and, with international travel not an option, local and regional meetings became the darling.

Centred on the theme of Re-awakening Africa, the Summit called on all tourism players throughout the continent and all global tourism friends and partners to reflect, reimagine and reignite the sector in a world still ravaged by Covid-19.

As well as virtually, the concept of ‘Create Your Own Conference‘ was available to delegates so that they could personalise the sessions they wished to attend in any of the three host cities.

The Summit included an eclectic mix of topics that ranged from how to ease travel across borders on the continent to packaging African travel in a post-Covid world, all with the overarching message that Africa is open for business.

The Summit a ‘significant step’ for tourism

Minister of Tourism Lindiwe Sisulu addressing delegates at Africa's Travel and Tourism Summit from Sandton Convention Centre, Johannesburg. The Summit a ‘significant step’ for tourism

Africa's Travel and Tourism Summit (ATTS) kick-started on Sunday, 19 September, and called on all role-players to reflect, reimagine and reignite the sector in a bid to re-awaken Africa's tourism sector. Recently appointed Minister of Tourism, Lindiwe Sisulu said that Africa’s Travel and Tourism Summit was a significant step for the tourism and business events industry. As of 1 October, the gatherings’ numbers were further eased to 2,000 people gathering for outdoor events and 750 for indoor events. “Gatherings, such as this Summit, are crucial to the industry’s survival.”

The Summit was held as a hybrid event, accommodating delegates participating physically and virtually. It was the first pan-African summit of its kind, as it was being hosted in three cities simultaneously, namely Johannesburg, Durban and Lagos. Minister Sisulu said: “Through such events, we connect, we share ideas and we create a new positive narrative of Africa — one that shifts from a continent in turmoil, to one that is recovering steadily and ready to do business.”

She further said that governments across the continent will have to show their commitment to reviving tourism as a crucial part of the economy. One of the measures that should be taken is to ensure an effective vaccination rollout programme. “Reports have shown that tourism in countries with a high number of vaccinated people will rebound faster than countries with a low percentage.”

Africa’s response to Covid-19

According to the latest statistics, as of September, Minister of Tourism Minister Sisulu said: “Nearly 76-million vaccinations have been administered throughout Africa. South Africa alone has administered over 15-million vaccines and the country seems to show a downward trend in terms of infection rates. Yet Africa is still considered an unsafe destination. The AU also launched the Pan-African biosurveillance technology called PanaBIOS that has the ability to track the spread of the Coronavirus and connect testing centres across the continent. Yet Africa is still considered a no-go zone.”

Statistically, the Covid-19 pandemic has significantly dented the tourism industry in Africa. According to Statistics South Africa, all ten leading SADC countries have shown a decrease in inbound tourist numbers from 2019 to 2020. Botswana had the largest percentage decrease of 80.6 per cent.

Outside of SADC, Côte d’Ivoire had the largest percentage decrease at 77.4 per cent. Domestic tourists in Kenya cut their holiday expenditures by 37.5 per cent in 2020 amidst massive job losses and pay cuts due to the pandemic.

It is estimated that tourism jobs in the East African region dropped by 46 per cent, from 4.1 million to 2.2 million, according to a new report published by the East African Business Council. It is estimated that a total of $57.8 million (R857-million) is needed to implement the East African tourism sector’s recovery plan.

Minister Sisulu said that greater collaboration among tourism role-players is required and they would need to be flexible enough to adjust to the changing business landscape. “As we embark on new ways of doing business and hosting the people of the world, let’s draw lessons from the experiences of the pandemic and ensure that our business ways are more robust and agile for future sustainability. It is therefore important that we are aligned as a continent whilst reigniting the tourism industry. This is crucial, to gain momentum within the sector, as it works towards an inclusive recovery.”

Recovery plans key to reviving tourism

Minister Sisulu’s department has drawn up and is currently implementing the Tourism Sector Recovery Plan, which is in line with Government’s Broader Economic Reconstruction and Recovery Plan. “Government’s commitment to tourism is unfailing. It has always recognised tourism’s crucial role in developing the economy. And the fact that it is listed as one of eight interventions in its recovery plan illustrates that point.”

The following strategic interventions form part of the Tourism Sector Recovery Plan:

• Implement norms and standards for safe operations across the value chain to enable safe travel and rebuild traveller confidence;

• Stimulate domestic demand through targeted initiatives and campaigns;

• Strengthen the supply-side through resource mobilisation and investment facilitation;

• Support for the protection of core tourism infrastructure and assets;

• Execute a global marketing programme to reignite international demand;

• Tourism regional integration; and

• Review the tourism policy to provide enhanced support for sector growth and development.

Minister of Tourism, Lindiwe Sisulu addressing the ATTS delegates from Sandton Convention Centre. Minister of Tourism, Lindiwe Sisulu.

In Minister of Tourism, Lindiwe Sisulu’s keynote speech at Africa’s Travel and Tourism Summit, Minister Sisulu mentioned that she had addressed the red list matter with the British Deputy High Commissioner to South Africa that morning. After some discussion, they had agreed to bring together scientists and advisors from both countries to conduct further research into the Coronavirus Beta variant that has so far created the perception that South Africa is a Covid hotspot.

After weeks of discussions and lobbying by various associations and bodies, the United Kingdom has finally taken South Africa off its highly restrictive red list, as of 11 October 2021. The red list saw strenuous rules and quarantine periods for those wishing to return to the UK from countries such as South Africa, Argentina and Mexico — all of which have now been removed.

The United Kingdom has always been a key source market for South Africa, with Stats SA noting that the UK topped the overseas visitor list for the country in 2019 and 2020.

Entertainers opening Africa’s Travel and Tourism Summit, live from the Sandton Convention Centre in Johannesburg.

Sthembiso Dlamini

Sthembiso Dlamini, South African Tourism acting chief executive officer, said that Africa’s Travel and Tourism Summit was borne from the need to create a property that will demonstrate and highlight the continent’s tenacity and holistic abilities. “It is required to be a springboard to restart and rebuild the tourism sector amidst the Covid-19 pandemic through knowledge and partnerships.”

“The Summit offered industry players and its stakeholders an opportunity to meet and engage on the challenges and opportunities that affect the advancement of tourism on the continent. This negative perception was driven by the heightened global media focus on the continent. But we want to tell our own stories, to build our own narratives.”

Ms Dlamini said that collaboration among all industry role-players will bring tourism back to full health. “We need to find new ways to adapt to a changing business environment, one that was marked by the Covid-19 pandemic.”

She referred to small and medium-sized businesses from the Game-changers & Future Pioneers (SMME) Day as examples of how businesses and government can exercise resilience. “Small and medium-sized businesses that were present at SMME Day have the flexibility to adjust quickly. And I think larger corporates and government will do well to follow suit.”

“The future of travel and tourism is going to be quite different to the pre-Covid era. And we best prepare for it,” Ms Dlamini concluded.

Amanda Kotze-Nhlapo

Amanda Kotze-Nhlapo, chief convention bureau officer at the South Africa National Convention Bureau said the Summit presented Africa with the opportunity to create a platform that will demonstrate the continent’s tenacity in rebuilding the tourism sector through knowledge and partnerships. “We must remember that African tourism belongs to all 54 nations on the continent. It means tourism stakeholders from each of those countries have the ability to come together to find ways of making travel to our continent easier and more inviting to global tourists.”

Africa’s tourism industry faces numerous challenges in its bid to rebuild. The United Nation’s World Tourism Organization (UNWTO) said the tourism industry is unlikely to return to pre-Covid levels until 2023 or later. Additionally, the World Travel and Tourism Council reported that Africa’s tourism sector experienced an exponential decrease of US$83-billion (R1.2-trillion) and a loss of 7.2-million jobs in 2020.

Despite these setbacks, Ms Kotze-Nhlapo remained upbeat about the sector’s future. “Governments across Africa, as well as the African Union, are ensuring a steady rollout of Covid-19 vaccinations. In South Africa, Government is implementing the Tourism Sector Recovery Plan which seeks to restore the tourism economy and recover lost jobs. These are signs that Africa is gearing up for tourism. The Summit went a long way in showcasing to the world Africa’s readiness to welcome tourists within the continent and abroad.”

Delegates attending from Lagos Marriot Hotel Ikeja, Nigeria.

The success of Africa’s tourism sector amid Covid-19 hinges on increased collaboration among all industry role-players — this is the message from South Africa’s Deputy Minister of Tourism Fish Mahlalela.

Deputy Minister Mahlalela was speaking at Africa’s Travel and Tourism Summit’s SMME Day on Sunday, 19 September 2021. Under the theme “Re-awakening Africa,” the Summit called on all tourism role-players to reflect, reimagine and reignite the sector. The Summit was aimed at reviving Africa’s tourism industry, after more than a year of dormancy owing to the Covid-19 pandemic.

In his address, Deputy Minister Mahlalela said collaboration in tourism will boost social cohesion. “For all of us to succeed, we can no longer do business in silos. The new tourism sector calls for greater collaboration between Government and the private sector, as well as between the governments of Africa.”

Deputy Minister Mahlalela added that Government is working closely with tourism role-players to mobilise a response to the debilitating impact of Covid-19. The pandemic has adversely impacted the entire tourism value chain and has restricted the movement of people.

The Department of Tourism has implemented interventions that will help revive small tourism businesses in townships and rural areas that are crucial to the sector. “SMMEs can aid in the sector’s return to pre-Covid performance levels and its long-term sustainable growth trajectory that fully realises Africa’s vast and diverse tourism potential. The Tourism Sector Recovery Plan also makes provision for the establishment of a support hub to provide non-financial support to tourism businesses to increase the resilience of SMMEs during the pandemic and beyond.”

An enabling environment for SMMEs

Percy Koji, chief executive officer of Small Tourism Enterprise Association (STEA) echoed Deputy Minister Mahlalela, saying collaboration between private and public sectors is vital. “Collaboration is a big word. If you are in business for 10 years, no man is an island; no business can survive on its own.”

He added that government needs to create an enabling environment as an initiative poised to drive growth for small and medium-sized businesses. “People will have more jobs, resuscitate the sector, and address the issues around crime.”

STEA helps small businesses understand the importance of compliance with regulations and trains in this regard.

Mr Koji said that while small and medium-sized enterprises are recognised as a critical part of the tourism industry, they tend to be neglected. This is because SMMEs are not usually compliant in many aspects of business. “Big business will always be ahead because small businesses are not well prepared to compete against them.”

Mr Koji said SMMEs still require training on various issues including tax matters as well as, being compliant with relevant government regulations. He added that SMMEs face numerous challenges such as tight cash flow which limits their strategic options, limited market access and lack of relevant business management skills. “For government to have a bigger tax base we have to facilitate small business. We have to professionalise SMMEs, so it becomes a more competitive space to be in.”

He also called for increased focus on the domestic tourism market to create opportunities within our borders. “In South Africa we have focused a lot on inbound market but developing the local economy will create better opportunities for everyone. If you buy a coffee at a restaurant, you are creating a job for that person serving you.”

A new kind of travel for the continent

Africa’s Travel and Tourism has proven to be the continent’s catalyst to usher in a new kind of travel — one that is increasing the value of community and rural tourism. The tourism roleplayers may be assured that the industry will emerge with fresh actionable ideas after more than a year of latency.

The Summit lived up to its theme of “Re-awakening Africa,” with fresh actionable ideas emerging from three days of robust discussions.

Value of tourism for local and rural communities

Safiyya Akoojee, a director at law firm Thomson Wilks, said empowering local communities means community and political leaders are required to effect change that is beyond political agendas. “We need to look inward before looking outward. Local communities, right down to rural level, have doctors, nurses, carpenters, and other professionals who may help establish tourism in their communities.”

Founder of Nairobi-based Sustainable Travel & Tourism Agenda, Judy Kepher Gona, said tourism thrives in places created by people who make it beautiful to experience. “Travellers would like to experience the food and the natural beauty of a place. But people travel to meet people. The core is people in those communities.”

Ms Gona referred to the transformation of the Maasai Mara from it having no Maasai guides in 2005 to having almost all of its guides coming from the local community. “We argued that this is their [livelihood] so give it to them. We then changed the narrative because they would not be guides, they would be hosts. Now, 99 per cent of hosts at Maasai Mara are Maasai. They are not asking for handouts, they asked to be given a chance.”

Founder of Transfrontier Parks Destinations in Cape Town, Glynn O’Leary, said he is in the business of developing communities. “At the Kgalagadi Transfrontier Park, we teach the community to develop skills that may be applied to any part of the economy.”

Intra-African travel and mobility challenges

It was widely acknowledged at the Summit that for Africa’s tourism to thrive, its countries would need to ease their borders to one another and allow for freer movement of goods and people.

Ever since the African Union was established in 1963, the dream for most political and business leaders on the continent was to ease access across borders.

However, delegates also agreed that the lack of sound transport infrastructure and stringent visa regulations are hampering growth and sustainability of the tourism industry. Tourism Business Council of South Africa chief executive officer, Tshifihwa Tshivhengwa, said that Africa has to align its policies for intra-African travel to become a reality. “We have failed to create ease of access within Africa. Until we as Africa are aligned and have policies that integrate travel we will fail. We look at our own continent as a place where we should not spend time.”

Democratic Republic of Congo’s Ambassador to South Africa, Bene M'Poko, said for Africa to improve mobility, it would need to build new infrastructure and lessen reliance on routes that were established during the colonial era. “We talk a lot, we dream a lot, but we do not act, and we do not produce. The tourist travels because they want to enjoy themselves, to enjoy different foods and landscapes. But the constraint is infrastructure.”

Domestic market may be a lifesaver

While the Coronavirus has dampened global travel, many tourism authorities have been looking at their domestic markets to retain revenue.

According to Chris Lehane, the head of global policy and communications at AirBnB, there was an uptick in domestic tourism since the outbreak of the virus. “In South Africa, domestic travel increased by more than 600 per cent with North-West province growing at 130 per cent.”

Most of that travel, he said, was by car with tourists opting for more isolated nature-based and rural destinations. He added that tourists are travelling for distinct reasons, which is an attribute of the new type of travel. “The outbreak of loneliness, pandemic of isolation and epidemic depression has made tourists look for more meaningful travel.”

The new type of travel has also spawned the health-conscious tourist, millennials seeking authenticity, and the lowering of barriers for women and people of colour by travel platforms.

The South African Government has recognised the value of the domestic market and has made it one of its most important interventions in its Tourism Sector Recovery Plan. It looks to stimulate domestic demand through targeted initiatives and campaigns.

From left: Kennedy Agyapong, founder Afrochella (Ghana); Francine Zana, founder and owner, Exclusive Hospitality (South Africa); Elvis Silayo, Lokaday (Tanzania); Luze Kloppers, founder Recycling Lab (Namibia) and moderator: Kim Whitaker, co-founder at Khwela Women & Ubuntu Beds.

Youth-led tourism businesses ushering in new Covid-era tourism

Youth-led tourism businesses are bringing fresh ideas to the industry that may be the mainstay for the future.

The second day of Africa’s Travel and Tourism Summit opened with a roundtable discussion on youth in tourism and ethical travel. Speaking on the panel, dynamic hospitality entrepreneur Kim Whitaker said that the industry would need to reimagine youth inclusion. “It’s as if we have to say, ‘I’m standing up and I’m ready to take charge.’”

Ms Whitaker added that youth-led tourism businesses in Africa need to be given a chance to succeed as too many are deliberately prevented from doing so. “We have ‘tall poppy syndrome’ – the moment you rise as a young entrepreneur in Africa, you get cut down.”

Africa is and will remain the youngest continent in the world in the near future. According to the Mo Ibrahim Index, almost 60 per cent of Africa’s population in 2019 was under the age of 25, which Ms Whitaker said could either present problems or possibilities. “With health and education on the rise, youth in Africa are in the position to be incredible entrepreneurs in the next 100 years.”

Francine Zana, the director of Exclusive Hospitality Concepts in Gqeberha said youth-led businesses have the ability to succeed with the right support.

Ms Zana’s story from humble beginnings to a tourism business owner won her a Lilizela Minister’s Award in 2017 alongside a host of other accolades. It is testament to her excellent work ethic and the belief that tourism allows people to grow from the bottom all the way to the top. “Tourism is 90 per cent practical, 10 per cent theory, and you need to put in the long hours,” Ms Zana said.

Youth want “social media-ready” travel

Elvis Silayo, the founder of travel agency Lokaday in Tanzania said that youth are trained to find social media moments out of these experiences. We have had to curate experiences around social media such as Instagram tours. During the Covid-19 lockdown, his company adapted its messaging to one that linked travel to mental health. “We were struggling during Covid, and we had to find a connection between travel and mental well-being. Travel assists with mental health. We tried finding activities and redefined them as mental therapy. So, we offered yoga at the beach and trekking.”

In Ghana, Kenny Agyapong is co-founder of Afrochella, an annual festival that celebrates Africa’s diverse culture and its creatives and entrepreneurs, particularly of millennials. Its first edition in 2017 attracted more than 3,000 people. By 2019, 16,000 people from all over the world were at the Accra-based event, which was a testament to his team’s perseverance. “My friends and I were just partying all the time, but we thought ‘we have to do something about this,’ which is when we produced Afrochella. But it failed three times before it became successful.”

Organisers had to postpone the 2020 edition because of the pandemic. But when lockdown eased, they began hosting Amapiano events based on the style of house music originating from South Africa. “We began hosting these events once a month and we began bringing in South African artists.”

Such cross-cultural influences and collaboration across the continent are what will assist Africa’s tourism to emerge from a year-long dormancy, said Kim Whitaker.

Youth are conscious travellers

Luze Kloppers, the founder of Recycling Lab in Windhoek, Namibia, said young travellers base their travel decisions on the impact they have on the planet. “We would like you to show us how you are offsetting carbon after taking a flight. Are you considering green seat options? Is the money I’m paying with actually going somewhere, towards planting a tree to offset the carbon?”

Ms Kloppers’ company recycles waste – particularly the large amount of waste from the hospitality industry – into various products such as fencing for farms, compost and biogas.

The Sustainability Village at the Sandton Convention Centre.

Talented local artisans and SMMEs featured at the Sustainability Village

South African Tourism is continually looking at ways to create market access for SMMEs and to ensure inclusive growth, which is why they hosted a digital Sustainability Village at Africa’s Travel and Tourism Summit on 20 and 21 September.

The Sustainability Village is a dynamic corporate gifting option for delegates. Instead of the traditional corporate gifts, South African Tourism gifted gift vouchers to delegates, allowing them to select and buy their own gifts from the vendors thus giving business to these crafters.

In line with the hybrid format of the summit, the Sustainability Village also had a digital presence, which enabled easy access for online delegates as well. All crafters formed part of the online platform and delegates attending virtually were able to use a digital voucher to shop online and the gifts were sent to them via courier after the Summit.

Featuring talented local artisans and SMMEs, and their handcrafted goods, the Sustainability Village is a continued effort by the organisation to empower small businesses and promote culture and heritage. All the items sold at the Sustainability Village are made in South Africa and inspired by local culture and traditions. Some are made from recycled materials.

The Sustainability Village allowed delegates to take a piece of Africa with them.

Given the recent insights on traveller trends, sustainability is a big consideration for any traveller when choosing a destination to visit. The Sustainability Village is a great example of showcasing responsible tourism as it has a direct impact on social upliftment.

Some of the vendors who showcased at the Sustainability Village were:

• Gone Rural – Safari Curios

Gone Rural – Safari Curios use traditional skills to produce contemporary Zulu beadwork, including bracelets, earrings and necklaces. They have over eighty women making bead and telephone wire crafts in rural areas of KwaZulu-Natal. Most are the primary breadwinners in their families.

• OOH Khamba

Ooh Khamba are curators of artisan handmade arts and craft from the Midlands of Kwa-Zulu Natal. They take pride in enabling crafters from this area to make a living using ancient Zulu skills, these range from beautiful fashion to home accessories.

• Douglas Design

Douglas Design is a family-run business producing beaded wirework. The Chapeta family take inspiration from local flora and fauna.

• Isimondeni Jewellery

Nomfundo Dlamini, a jewellery designer combines her interest for Zulu traditional bead work with contemporary designs and silver metalwork resulting in unique and beautiful jewellery with African flair.

• Polka.Dot.Coco

Two sisters inspired by fashion and Africanism. Nelly and Zee handcraft all their products in Umzinto, South of Durban. They take everyday fashion items like ties and bowties and add an African twist to them.

• Nyathi Arts Creations

Nyathi Arts Creations is a ceramic studio which creates distinctly African pieces from clay. It is an export ready ceramics manufacturing company, founded by Leonard Nyathi and based in Johannesburg. Products are all handmade and painted and include pots, cups, vases, plates, platters, ceramic garlic graters and wine cooler holders; the studio also takes on bespoke item orders upon request.

• Marabou Essentials

Marabou Essentials is a passion-fuelled brand of accessories that connects the authenticity of traditional African aesthetics with a modern urban culture and an artistic flair. It is a special craft; think wearable art. It celebrates the freedom for individuality as well as the artistry in fashion. The accessories are inspired by the African aesthetic- the prominence of daring colours, the distinctiveness of bold prints and the inventiveness of intricate patterns. The designs are influenced by clean lines, bold shapes and elegant curves.

• Nubian Nature

Nubian Nature was founded by Shereen Makhanye in 2013 from realising the difficulty in sourcing locally made products that were specifically made to gently care for African hair. The company has since expanded its product range to include Bath & Body products and Male Grooming products.

• African Mamas

African Mamas founded by Nomaswazi Tinus offers a stunning selection of handmade, beaded accessories, home décor products and corporate gifts produced from high-quality glass beads and upcycled materials to consumers and corporates

• Tshinga Trading Enterprise

Tshinga Trading Enterprise founded by Vuyo Mavuso specialises in Afrocentric Handmade bags, accessories, clothing, sandals and a variety of neckpieces using buttons, fabric and nylon thread.

Netflix study: SA content creates deeper cultural affinity, potentially drives tourism

Netflix has announced the launch of the Made in South Africa content collection — a curated collection featuring over eighty South African films, series, documentaries and reality TV shows created by some of the country’s most prolific talent, both behind and in front of the camera. The collection highlights South African storytellers and talent who have elevated South Africa’s creative industry recognition around the world.

The collection was announced after the global streaming service shared the results from a survey named Cultural Affinity Study at a panel session hosted by SA Tourism at the Africa’s Travel & Tourism Summit. The Cultural Affinity survey came out of the partnership between South African Tourism and the world’s leading content streaming service announced in March this year.

With the tourism sector being one of the hardest hit by the Covid-19 Pandemic, South African Tourism looked at creative ways to retain the country as an attractive travel option to global travellers. In March this year, South African Tourism and Netflix agreed to explore joint opportunities that look to showcase South African-made stories that have the ability to drive international arrivals to the country.

Speaking at the summit, Shola Sanni, Netflix’s director of public policy for sub-Saharan Africa, said the Made in South Africa collection will be accessible to Netflix’s over 209-million subscribers from over 190 countries and will feature shows included in the Cultural Affinity survey and the much-loved shows and films such as My Octopus Teacher, Blood & Water, JIVA!, How to Ruin Christmas: The Wedding, Trippin’ with the Kandasamys, I Am All Girls, Queen Sono, Kings of Joburg, Santana, Riding with Sugar, Seriously Single and many more. “It is about partnering to showcase the best of the local culture. It is about South Africans telling their stories to the world. There is a connection that happens when people view content and stories on Netflix. What we found is this power to be a cultural ambassador for South Africa and the continent.”

Netflix Cultural Affinity survey’s startling results

Netflix conducted a Cultural Affinity survey with subscribers from Canada, Germany, the US, the UK, Brazil and France and found that after watching South African content, they were 3.1 times more likely to make South Africa their number one travel destination while also being 5.6 times more likely to learn a local language.

The survey also found that South African content is a powerful vehicle for creating deeper cultural affinity that could drive tourism. “It ties into the objective that tourism boards around the world may leverage the power of storytelling on the service side, translating it into actual tourism numbers. By bringing these insights to government, we thought they could leverage this opportunity to increase actual tourism traffic,” said Ms Sanni.

Findings showed that viewers of My Octopus Teacher wanted to visit South Africa for its nature and wildlife, viewers of Blood & Water were attracted to its landmarks and monuments, while viewers of Seriously Single wanted to explore the country’s creative scene. Not only do these stories showcase the beauty of South Africa but also showcase the country as a great film production location for other content creators around the world. “The very first thing for partners to understand is that the more authentic the story is, the more compelling it is for viewers — not the simplistic portrayal of Africa, but the true and authentic side of Africa.”

Viewers who participated in the survey were able to relate to the stories and characters in these and other South African productions. “They saw themselves reflected in those stories. One US viewer said they felt people in South Africa have the same aspirations and life experiences as those in their country,” Ms Sanni said.

Ms Sanni added: “Now, more than ever, digital technology allows us to transcend geographical borders and enable people from around the world to view local content.”

Netflix partnership builds soft power

Mzilikazi Themba Khumalo, chief marketing officer of South African Tourism, said that the partnership with Netflix would build the soft power base for South Africa and the continent and export the African way of life. “It is so the world may perceive the way in which we are talented, young and fresh and export the whole tapestry from a cultural standpoint.”

The partnership between Netflix and South African Tourism was borne from the onset of the Coronavirus pandemic. People were not able to travel and opted for consuming content on platforms such as Netflix. “We saw that as an opportunity to enhance South Africa’s communications to the world as storytelling in the long form,” said Mr Khumalo.

He said that destinations have the ability to serve as backdrops for films to attract viewers to those places. “As a tourism body we need to have a backdrop for a story that Netflix would like to tell. If you watch American movies shot in Washington DC, shots of the White House, The Capitol and other key icons in the city are shown. They have built the iconography in the film to project the power of the destination.”

According to Ms Sanni, for every original production, 67 per cent of the budget goes to sectors other than film. “Countries must realise that the film industry must be leveraged to fulfil economic deliverables.”