Growth in the tourism sector is forecast for 2011

The South African tourism sector is expecting more positive growth this year, after a report released by the Internationale Tourismus Börse (ITB) indicated that tourism is once again experiencing a steady increase in numbers the world over.

Beyond the recession, the “ITB World Travel Trends Report” for 2010/2011 has not only highlighted the value of tourism to economies across the globe, but has also encouraged developing countries in particular to maximise their potential to host foreign visitors.

Tourism in South Africa has long been a significant contributor to the overall gross domestic product.

Year-on-year, tourism continues to grow and, as a result, has highlighted new opportunities for the government and the private sector to harness the potential of tourism to address existing domestic challenges the country faces, such as job creation.

Attracting new foreign visitors, changing global perceptions of the country and showcasing the cultural diversity and natural beauty of South Africa are not the only positive effects of hosting the 2010 Fifa Soccer World Cup. While hosting the games was a feat for South Africa both logistically and socially, it highlighted the country’s potential as a place to do business.

Addressing business tourism specialists at Meetings Africa, a marketing platform for meetings, incentives, conferences and exhibitions professionals, Minister of Tourism Marthinus van Schalkwyk emphasised the importance and potential of positioning South Africa as a prime business tourism destination.

While business tourism accounts for 5% of all foreign travel to South Africa, the tourism sector expects this number to grow after proving that the country is capable and amiable to hosting events of any size, including the largest sporting event in the world.

Working toward sustainability, the industry has shifted its focus to include green initiatives in line with global standards, creating equal market-access opportunities for small, medium and micro enterprises and, primarily, converting business travellers to leisure travellers.

While visitors of every kind will be able to enjoy the natural surroundings, wildlife and rich heritage, the benefits of business tourism extend beyond economic gain to include social change and community upliftment in areas where the country requires it most.

While business tourists tend to spend more money on average per day and are less price-sensitive than leisure tourists, the industry has recognised the potential within this market to create jobs and reposition some South African cities that appeal less to the leisure market.

Cape Town, Durban and Gauteng have all been acknowledged as the main tourist destinations within South Africa.

Their potential to host business travellers will bring new visitors to places such as Gauteng and other cities and provinces that are traditionally less frequented by foreign leisure tourists.

The Gauteng Tourism Authority, in particular, has tapped into the market and aims to become one of the premier exhibitions and conferences venues in the southern hemisphere.

In a recent report by the International Congress and Conference Association, South Africa was ranked as first in Africa and 34th in the world in terms of meetings hosted in 2009.

Cape Town was the leading city on the continent and 35th in the world compared to other cities around the world. With a number of international accolades awarded to Cape Town as a top leisure travel destination, statistics reveal that it is also a prime destination to do business.

Offering a strategy going forward, Van Schalkwyk emphasised the benefits of being included as the fifth member of the Brazil, Russia, India, China (BRIC) partnership. While emerging economies are rapidly growing, inclusion into the partnership will increase South Africa’s trade and investment activities with these countries and, as a result, make more room for business tourism in the country.

President Jacob Zuma’s focus on job creation in his 2011 State of the Nation Address has been reinforced by leading tourism bodies including South African Tourism business tourism global manager Nomasanto Ndlovu, who made a direct link between winning event bids and social responsibility, stating that business tourism was more than merely about making money, but uplifting communities in general.

The combined statements have motivated other provinces that do not have a strong emphasis on tourism to find innovative ways to position themselves as a travel destination and create employment.

Mpumalanga, which was once a top destination in South Africa due to the inclusion of the world-renowned Kruger National Park, has begun seeking ways to attract investment and uplift the existing tourism sector. The province recently hosted the “Africa investor” Tourism and Infrastructure Investment Summit and used the platform to attract foreign investment into key tourism business opportunities such as game farming and the construction of lodges, theme parks and hotels.

The interest generated among foreign investors is said to be almost R3 billion and will become part of a collective strategy between the Mpumalanga Tourism and Parks Agency, The Mpumalanga Economic Growth Agency and provincial government to increase local and foreign tourism as well as create at least 100 000 jobs.

While the province is working toward developing natural wonders such as the Blyde River Canyon with the inclusion of a cable car, similar to that of Table Mountain in Cape Town, another major focus is to attract business tourists to the province on completion of three major projects in the region. These projects include the construction of a university, an international convention centre on par with Durban, Sandton and Cape Town as well as building an academic hospital to, in part, make the province more attractive to host international events and create much-needed employment.

The Dinokeng Project, run by the Gauteng Department of Economic Development, promotes sustainable tourism to uplift marginalised communities. It sources corporate gifts from the Dinokeng region, boosting the local economy and contributing to the end of poverty in the area.

Delegates at Meetings Africa were given homemade chutneys, jams and preserves made by women in the local communities of Steve Bikoville, Mandela Village, Marokolong and Kekana Gardens.

While tourism offers visitors a range of experiences and benefits, it does the same for local communities and the South African public in general. Not only in terms of economic growth, but it serves as a vehicle to reverse social injustices, marginalisation and poverty.

Hosting the world, for business or leisure, is now everybody’s business for the longevity and prosperity of South Africa and, in turn, the African continent as a whole. Proof that you do not always have to be travelling to be going places.

Taryn Springhall