Tourism counts in the rainbow country

Going by its huge investments and commitment, it is no surprise that South Africa is getting it right in the tourism sector. Many indicators suggest the country is doing things differently that is resulting in positive outcome in the tourism sector that is contributing meaningfully to the Rainbow Nation’s economy.

In the first six months of 2012, tourist arrival in South Africa grew at 10.5 percent; doubling the global average and negating the World Tourism Organisation (UNWTO) prediction of a slowdown in tourism figures globally. A total of 4, 416, 373 tourists visited the country between January and June 2012. This significant growth has continued to upsurge year-in year-out surpassing even the year 2010 in which South Africa successfully hosted the FIFA World Cup.

In this period January to December 2012, foreign tourists spent a whooping US$8.5 billion while in South Africa. The sector, which is among the top 20 employers of labour in South Africa accounts for about 598,432 number of direct jobs in the country and contributes US$9.4 billion to its Gross Domestic Product according to 2011 Tourism Satellite Account (TSA) Statistics.

The South African government is appreciative of the collective sacrifice that is yielding result. Jacob Zuma, President of the Republic of South Africa, mentioned in his State of the Nation address that the Cape Town International Jazz festival event contributed more than about N9.5 billion to the economy of Cape Town and created 2, 000 jobs in 2010. This jazz event which is held annually is regarded as one of the top four of its kind in the world and it attracts more than 5000 local and international tourists to the city of Cape Town yearly.

The good story emanating from the tourism sector didn’t just happen. It is a result of a continuous aggressive marketing initiatives and bumper financial investment which is backed by a careful and well articulated research strategy.

To begin with, the country has developed its tourism sector in a competitive manner offering excellent products and services which attracts and continues to lure tourists into its shores.

Across the nine provinces; from Johannesburg in Gauteng to Cape Town in the Western Cape to up north in the North-West province, there are world class facilities, adventures and wildlife, diverse experience available to suit and satisfy the yearnings of discerning visitors.

Complementarily, the robust activity of the nation’s national carrier, South African Airways flying into about 20 African countries and about 15 international destinations quite frankly opened the rainbow nation to more than a world of possibilities.

Ultimately, South African Tourism, the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination leads the pack. With a robust niche marketing strategy that cuts across the globe, the result has been visitors pouring into South Africa in droves.

With strong presence in the USA, China, Europe and Africa in Angola and its Nigeria office opening soon, the agency have actively and aggressively market the destination.

For instance, South Africa is fast becoming destination of choice for all strata of the Nigerian society as a result of over a decade of SA Tourism innovative promotional ideas in the country.

Annually, SA Tourism holds a trade workshop in Nigeria where South African product owners, suppliers and the Nigerian trade engage in a most conducive business platform to create a win-win deal and travel packages for tourism development of both countries.

Most recently, the agency signed an agreement with the National Association of Nigeria Travel Agencies (NANTA) all in the bid to further create a more accessible platform for all Nigerians to easily access information, travel deals and packages to the rainbow nation.

Over 576 Nigerian trade have had the opportunity to be trained and empowered free by SA Tourism  through a special online programme, “FUNDI” which in less than 100 days equip participant with all the necessary knowledge on how to sell destination South Africa and tailor-made packages to suit individual budget. In addition, more than ten trained trades are selected annually to experience what they have learnt online in a scintillating South Africa Familiarisation Trip fully sponsored by SA Tourism. 

The relentless effort of SA Tourism continues to pay off in Nigeria as about 74, 000 Nigerians visited South Africa between January and December, 2012. This figure represents an impressive 13.8 percent increase compared to same period in 2011.

South Africa is not just a leisure destination. The South African National Convention Bureau, a government agency, acts as a ‘one stop solution’ for independent information and assistance, giving neutral advice on all aspects of hosting and organising any business event in South Africa.

According to Marthinus van Schalkwyk, South Africa Tourism Minister, for the next five years, South Africa has so far secured more than 200  international conferences which will attract  an estimated 300 000 delegates and provide an economic boost of more than US$190.5 million for the economy.

South Africa is the premier business events destination in Africa and in the top 15 long-haul business event destinations in the world which is constantly striving to compete with the biggest and best business events destinations in the world.

Above all, these positive tourism trends are a product of robust policies and significant support from the government of South Africa who have realized the imminent potential of the industry. 

The minister summed it up at the Southern African Association for the Conference Industry (SAACI)  event in July last year when he acknowledged, “Government is also creating conditions that will help bids to succeed, such as building and enhancing our public infrastructure, enhancing airlift, especially from Africa, streamlining visas, growing our telecommunications capacity and continuing our global leadership in meeting greening requirements that is fast becoming a license to operate if you want to host mega-events, conferences and conventions.”

Article accredited to Businessday