Suggestions for fostering growth

Focus points to accelerate tourism industry growth

Encourage public–private collaboration

Bridge the communication gap It is critical to encourage more collaboration between the public and private sectors. The private sector is considered as the key to get the wheels of the tourism economy rolling. Government engages with the private sector when it is well organised. Through representative bodies, the private sector must communicate a clear message to government about how tourism can contribute to economic growth and to job creation, particularly for the youth.

Create a clear government agenda The industry must stimulate continuous dialogue, with not only government, but also the various players in the sector. To drive economic growth, create job opportunities and rebuild the middle class, government must be clear in terms of its agenda at every department level. This should include investment in upgrading and maintenance of roads and other tourism-related infrastructure.

Invest in education and skills

Focus on rebuilding capacity by investing in learning and skills development. Leverage technology Technology is constantly evolving, and South Africa must ensure that it keeps up with rising digitisation and technological developments.

Collaborate on safety measures It is critical that South Africa provides a level of comfort to tourists regarding personal safety. Collaboration is needed to establish mechanisms to better ensure safety for would-be visitors.

Improve South Africa’s brand

Provide an energy security strategy Tackle Afropessimism to overcome unconscious biases about the continent and the country. This requires a government with political appetite to take up the challenge. Brand reputation is not something that can be done by the private sector alone. Government must provide a clear strategy for energy security, particularly regarding jet aviation fuel. A shortage at the country’s main airport recently led to several international flights diverting and some being cancelled.

Suggestions for fostering growth

Focus points to accelerate tourism industry growth – continued Relook bilateral agreements South Africa is a signatory to several bilateral agreements to advance its tourism objectives. Investigate whether there are possibilities to improve on what has been provided for in those agreements.

Revisit immigration policies and improve visa regime South Africa’s immigration policies are very security oriented and could potentially be more liberal.

The country also needs to improve its visa regime. Suggestions include issuing more visa waivers and recognising visas from other countries.

Draw in more SMMEs By virtue of its geographic distribution and low barriers to entry, tourism generates opportunities for small-, medium-sized and microenterprises (SMME). These businesses are often considered the backbone of the industry. To accelerate growth, increased SMME participation is crucial.

Conclusion

Tourism continues to recover at a strong pace following the Covid pandemic. Globally, destinations welcomed three times as many international arrivals in the first quarter of 2022 as in the same period of 2021. The World Tourism Organisation’s ‘UNWTO World Tourism Barometer’ forecasts that there will be a gradual recovery in tourism throughout 2022, as more destinations ease, or lift, travel restrictions and pent-up demand is unleashed (UNWTO, 2022).

South Africa’s tourism figures are also encouraging, with tourist accommodation income rising by 83% in the first quarter of 2022. Income from hotel accommodation doubled in the first quarter, compared with the same quarter of 2021 (Stats SA, 2022).

For South Africa to take full advantage of the tourism rebound, collaboration between government and the industry is of critical importance. The country must pitch itself to the right clients and polish its brand to ensure that visitors choose or continue to choose South Africa, and that when tourists do arrive on South African shores they enjoy a world class experience, with full safety and security and supported by adequate tourism-related infrastructure and facilities.

References

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