Accelerated and Shared Growth Initiative for South Africa

Yüklə 392.63 Kb.
ölçüsü392.63 Kb.
  1   2   3   4   5   6
South Africa is the adventure capital of the world, offering visitors scenic beauty, magnificent outdoors, sunny climate, and cultural diversity – all of which have made it a popular leisure travel destination.

Tourism is one of the fastest growing sectors of South Africa’s economy. Directly and indirectly, tourism constitutes about 7% of employment in South Africa. The tourism industry forms part of the Accelerated and Shared Growth Initiative for South Africa’s (AsgiSA) goals to reduce poverty and unemployment; and to raise the level of economic growth by at least 4,5% in the next few years and to an average of 6% between 2010 and 2014.

Tourism has been identified as one of the key economic sectors with excellent potential for growth. It is also the only sector nationally that has managed to grow jobs (half a million and rising) while increasing its contribution to the gross domestic product (GDP). For every 12 new tourists to the country, one new job is created. Almost 5,5 million foreign tourists visited South Africa in the first seven months of 2008, a 7,8% increase over the 5,1 million foreigners who visited the country in the same period in 2007.

The contribution of tourism to South Africa’s GDP is estimated to have increased from R137,6 billion in 2006 to R159,6 billion in 2007. The number of jobs created directly and indirectly in the economy through tourism increased by 5% from 896 900 in 2006 to 941 000 in 2007. Analysis of the arrival figures for January to July 2008 showed that growth from South Africa’s traditional tourist markets remained strong, boosted by increases in arrivals from new markets.

North America recorded an increase of 11,7% compared to the first seven months of 2007. The figures for Europe showed growth of 7,3%, with France recording an increase of 16,8%. Arrivals from Australasia grew by 10,9% and Asia showed an increase of 5%.

Business tourism

South Africa is increasingly targeting business travellers, who spend on average three times more than their leisure counterparts, while crossing over significantly into leisure travel themselves, through tours before or after their business activities and through return trips in subsequent years.

South Africa’s first-world infrastructure, pleasant climate, breathtaking scenery and acres of golf courses makes it an ideal location for international congresses and conventions. The country has well over 1 000 world-class conference and exhibition ventures, ranging from intimate bush hideaways to large-scale, hi-tech convention centres. They all offer a wealth of leisure acitivities, side tours and events, from walking with elephants and first-hand experiences of African culture to luxury shopping and relaxation.

An estimated 6% to 7% of South Africa’s foreign visitors in 2007 were business tourists, translating to about 550 000 business tourists compared to 470 000 in 2006. In total, foreign direct spend by business tourists in the country amounted to R2,4 billion in 2006, up from about R2,1 billion in 2005.

The South African Tourism Board has approved the Business Tourism Growth Strategy [PDF], which is the result of extensive consultation between the business-tourism industry and government. It was designed to ensure that all role-players align their efforts in respect of the growth of this industry.

Adventure sports

When it comes to adventure sports, South Africa has lots to offer. Sandboarding has become a major activity in some parts of South Africa. This sport is extremely popular near Cape Town, in the Eastern Cape and on Gauteng’s old mine dumps. Every year an annual sandboarding competition takes place in scenic Betty’s Bay.

South Africa is a perfect playground for quad-biking enthusiasts. There are over 60 different trails to experience, and a good selection of these also offer quad bikes for hire. In South Africa you can ride in wildlife reserves, through the winelands, along the coast, up mountains and past waterfalls – the possibilities are almost endless, with enticing trails in every province.

South Africa is also one of the best shark-diving destinations in the world. South Africa is home to the highest commercial bungee jump in the world. The 216-metre Bloukrans Bridge attracts adventure-seekers from all around the world. The bridge is situated along the scenic Garden Route. A new addition to Bloukrans is the flying fox cable slide – a great option for families and groups. There are a range of jumps on the much lower Gouritz River Bridge, which has South Africa’s only bridge swinging operation.

Tourism branch

The Tourism Branch of the Department of Environmental Affairs and Tourism promotes and develops tourism to generate revenue, create jobs and transform the tourism industry, thus encouraging the participation of historically disadvantaged individuals (HDIs).

The branch provides support to both the public and private sectors, and to the broader South African community. It has identified seven thematic areas for tourism development:



safety and security

information management


small, medium and micro-enterprise (SMME) and infrastructure development

industry transformation.

These areas are the bedrock of the 2010 Action Plan, hence government’s alignment of AsgiSA. Community tourism is becoming increasingly popular, with tourists wanting to experience South Africa’s rural villages and townships.

The implementation of the Airlift Strategy, the result of a strong partnership between the Department of Environmental Affairs and Tourism, South African Tourism, the Department of Transport and the private sector, shows impressive increases in capacity to bring tourists to South Africa. The strategy supports the millennium development goals and the objectives of the New Partnership for Africa’s Development (Nepad) to increase African connectivity and access.

Tourism policy and initiatives

The Department of Environmental Affairs and Tourism aims to create the right conditions for responsible tourism growth and development by promoting and developing tourism. This increases job and entrepreneurial opportunities and encourages the participation of PDIs. It focuses on facilitating the growth of the tourism industry by providing support to the public and private sectors, and the broader community.

The White Paper on Tourism provides a policy framework for tourism development, and entails, among other things:

empowerment and capacity-building

focusing on tourism-infrastructure investment

aggressively marketing South Africa as a tourism destination to international markets

a domestic tourism and travel campaign.

Raising general awareness about the opportunities for domestic travel remains a priority. The aim is to encourage South Africans to travel within their country, to make tourism products accessible to all, to facilitate the development of a culture of tourism, and to create a safe and welcoming environment for visitors.

Poverty-relief funding

The Department of Environmental Affairs and Tourism’s poverty-relief projects promote the development of community-owned tourism products and the establishment of tourism infrastructure, including roads, information centres and tourism signage.

These poverty-relief projects are categorised into product and infrastructure development, capacity-building and training, the establishment of SMMEs and business-development projects.

Welcome Campaign

South African Tourism’s Welcome Campaign, launched in 2004 at the Tourist Indaba, is about encouraging every South African to make every tourist feel at home, so that all tourists take with them an experience that stands out and encourages them to return.

Welcome Awards

The Welcome Awards recognise those businesses and individuals who raise the bar in the tourism sector by improving their standards of customer care and providing service excellence. The awards were created to give credit to those providers who go the extra mile to deliver service excellence in the tourism industry by:

offering travellers authentically African experiences

enhancing visitors’ experiences, encouraging longer stays and repeat visits

turning guests into ambassadors for South African Tourism.

The Welcome Awards also promote the best businesses within each category as examples to the industry, encouraging members of the industry to share their ideas on how they can improve customer experiences and make their stay more enjoyable and impressionable.

As an increasingly important sector of South Africa’s economy, tourism has the potential to fuel the economy by creating jobs, reducing unemployment and improving the quality of life of all South Africans. Awards are given in four categories, namely: tourist attractions, tour operators, accommodation establishments and tourist guides.

The third annual Welcome Awards ceremony, was held in Durban’s Albert Luthuli Convention Centre at the Tourism Indaba in May 2008. The Accommodation Category was won by Le Quartier Francias; the Tour Operator Category by Arrive in Africa; the Tourist Attraction Category by Maropeng; the Tourist Guides Category by Conraad Mouton; and the On-line Category by Cabana Beach Resort.

Sho’t Left Campaign

In its ongoing quest to grow and sustain a robust domestic travel market in South Africa, South African Tourism unveiled its renewed Sho’t Left Campaign in August 2008. The domestic market is an exceptionally important one for the tourism industry. In 2007, an estimated 44% (12,7 million) South African adults travelled within the country, resulting in 39 million domestic trips taken.

The newest phase of Sho’t Left follows the travels of a number of young people as they explore the country. The campaign visits many of South Africa’s destination delights, from buzzing, big cities to remote scenic spots and its cultural and other attractions.

Because it targets young people, the campaign strongly features adventure, entertainment and nightlife travel experiences. It showcases South Africa as an affordable and easy-to-do destination for all. This campaign aims to show young South Africans the emotional, educational and social benefits of travel. The campaign features a series of media advertising targeting young South Africans and encouraging them to take more holidays in South Africa.

Domestic tourism growth

Domestic tourism is particularly valuable to the country because, unlike foreign tourism, it is not seasonal.

To continuously support the growth of the domestic industry, South Africa is:

promoting the domestic-tourism brand

promoting a set of experiences that relate to South African consumer

distributing appropriate information in specific places

facilitating the development of co-operative product package

developing marketing and distribution channels

promoting repeat visitation.

In 2008 a research and survey company, Synovate,measured the Department of Environmental Affairs and Tourism’s Domestic Tourism Barometer and scored it a 78% satisfaction survey for tourists travelling within South Africa. Satisfaction levels of business travellers in South Africa were slightly lower than the national overall average: 73% indicated they were satisfied as against 79% of all travellers (including holiday and weekend away travellers).

Forty-six percent of business travellers stayed in hotels; 88% say they would stay there again and the majority (51%) stayed for one to two nights. Twenty-three percent stayed with friends and family; 11% stayed in self-catering accommodation and 8% stayed in a game lodge.

Eight out of 10 business travellers rated the accommodation they stayed in and friendliness of staff extremely well. Seventy-three percent of business tourists stated that they felt safe during their most recent trip against the national cumulative overall average (including holiday travellers) of 80,4%.

Business travellers spent more per day than leisure travellers – the overall average daily spend recorded over all waves for business travellers is R1 202,20 – compared to the overall average daily spend of holiday travellers at R991.

International tourism

Cabinet approved the International Tourism Growth Strategy in June 2003, which includes an analysis of core markets and their segments. Priority markets have been identified in Europe, Asia and Africa.

The strategy not only aims to increase arrivals, but also to:

increase the duration of tourists’ visits to South Africa

increase spending by tourists

ensure that tourists travel throughout the country and not just in a few provinces

facilitate transformation and Black Economic Empowerment (BEE) in the local tourism industry.

South Africa has made its mark as a global destination for meetings, incentives, conferences and exhibitions. Nepad identified tourism as an important sector for addressing the development challenges facing Africa. The Nepad Tourism Action Plan has been developed, providing a more detailed framework for action at national and subregional levels. The action plan proposes concrete interventions in the following focus areas:

creating an enabling policy and regulatory environment

institution-building aimed at promoting tourism

tourism marketing

research and development

investment in tourism infrastructure and products

human-resource development (HRD) and quality assurance.

Some of the tourism initiatives South Africa is actively participating in include:

various tourism spatial development initiatives in the Southern African Development Community (SADC)

developing the SADC univisa, a single visa to cover travel within the region.

Although the Regional Tourism Organisation of Southern Africa (Retosa) agreement on the need for the univisa exists, the differing levels of development in SADC countries is a challenge that must be overcome first.

Furthermore, lack of sufficient funding is hampering Retosa’s ability to implement the univisa project. South Africa has advised Retosa to approach donors, especially the European Union, to assist with this project.



Bloemfontein is the judicial capital of South Africa, the provincial capital of the Free State and the largest urban centre in the Mangaung Local Municipality. Bloemfontein is popularly known as “The City of Roses”, owing to the abundance of these flowers and the annual rose festival held there.

Cape Town

Cape Town is known for its beaches, sports, mountain walks, day-trips, wine-tasting, sunsets and fine dining. Cape Town is the provincial capital of the Western Cape and the legislative capital of South Africa. Cape Town is the economic hub of the Western Cape. It also has the primary harbour and airport in the Western Cape.


Durban, South Africa’s third-largest city in area, is an exciting hub around a busy harbour on the edge of the warm Indian Ocean. The city is well known for its pleasant climate and welcoming beaches. It also boasts top sporting facilities, world-class resorts and nature reserves.


Johannesburg lies in Gauteng, the wealthiest province in South Africa. Locals have nicknamed the most populous city in South Africa “Joburg”, “Jozi” and “eGoli”. The City of Johannesburg is one of the largest metropolitan areas in the world with a population of just over three million people.


Nelspruit, the capital city of Mpumalanga, is nestled on the Crocodile River, about 60 km west of Mozambique. Mpumalanga (which means “The Place of the Rising Sun”) is the primary gateway to the Greater Limpopo Transfrontier Park, which stretches over three countries and encompasses global wilderness icons such as the more than 100-year-old Kruger National Park. With its subtropical climate, abundant sunshine and lush covered hills and valleys, Nelspruit forms the ideal base from which to explore Mpumalanga.


Polokwane is the capital city of Limpopo. It is the largest city in the north and a major economic centre. Wide streets, jacaranda trees, colourful parks and sparkling fountains characterise the city. Polokwane, which means “A Place of Safety”, is situated 60 km south of the Tropic of Capricorn and is home to just over 500 000 people. It encompasses the vibrant communities of Seshego, Mankweng and other surrounding townships.

Port Elizabeth

Port Elizabeth is one of South Africa’s important sea ports. The city, the largest in the Eastern Cape, lies on the south-eastern coastline of South Africa. It is known for its sunshine, temperate climate, exhilarating sea breezes and magnificent golden beaches. The city forms part of the Nelson Mandela Bay Municipality, which unites Uitenhage and Despatch, and is named after South Africa’s former president, humanitarian and world icon, Nelson Mandela, who was born and spent his formative years in the Eastern Cape.


Pretoria’s charm lies in its harmonious blend of African roots and European traditions. It is a city where history meets 21st century style and development, where vibrant township scenes complement modern shopping centres. Pretoria is an important industrial centre, with heavy industries including iron and steel casting as well as automobile, railroad and machinery manufacture. The city has the second-largest number of embassies in the world after Washington DC.


Rustenburg is a large town situated at the foot of the Magalies mountain range in North West. Just outside the town are the largest platinum mines in the world and the largest platinum refinery, which processes about 70% of the world’s platinum. The town is surrounded by fertile farming land.

Industry transformation

The implementation of the Tourism Black Economic Empowerment (BEE) Charter and Scorecard, launched in 2005, started in 2006/07. The tourism sector BEE code was gazetted in 2008. The Charter Council was launched nationally in May 2006. A brand and corporate identity were developed to promote visibility and awareness of the council. The brand “Be Empowered” can be used as a marketing tool by organisations that are certified to comply with the charter and scorecard.

Communication and marketing objectives were taken further with the development of the Tourism BEE Charter website, to serve as a one-stop shop for tourism BEE information. The website contains useful tools for use by the industry.

The tourism sector is expected to report annually on how it is complying with the charter. The verification systems and processes will guide the sector on how to verify their BEE status, and to report on progress. It will also identify creative ways to offset verification costs for small, medium and micro enterprises (SMMEs). Most importantly, it will provide a toolkit to guide the industry in its verification process.

The Tourism BEE Focal Points Forum meets quarterly to review progress concerning BEE implementation and to strategise on how best to implement BEE at provincial and local levels. There is also a beneficiaries’ engagement strategy, aimed at encouraging black people to take advantage of the enabling environment brought about by the Tourism BEE Charter and Scorecard. In September 2008, the second Tourism BEE conference was held at the Cape Town International Convention Centre.

Domestic tourism growth

The Department of Environmental Affairs and Tourism and South African Tourism launched the Domestic Tourism Growth Strategy at the Tourism Indaba in Durban in May 2004.

Domestic tourism is particularly valuable to the country because, unlike foreign tourism, it is not seasonal.

To continuously support the growth of the domestic industry, South Africa is:

promoting the domestic-tourism brand

promoting a set of experiences that relate to South African consumers

distributing appropriate information in specific places

facilitating the development of co-operative product packages

developing marketing and distribution channels

promoting repeat visitation.

Infrastructure Development Programme

In May 2008, the Department of Environmental Affairs and Tourism and the South African National Parks completed the second year of implementation of the Infrastucture Development Programme, for which R541 million was made available over a four-year period.

Implementation of the projects has started in earnest. The programme had employed 1 357 people by May 2008. Some 50 SMMEs were empowered and transformation in the construction industry is actively supported. Some highlights include:

145 tourism accommodation units were upgraded and many new accommodation units contructed in the various national parks.

89 upgraded and new staff accommodation units were put in place in various national parks.

Tourism Enterprise Partnership (TEP)

The Tourism Enterprise Partnership (TEP) is a public-private partnership between the Department of Environmental Affairs and Tourism and the Business Trust. The TEP facilitates the growth of tourism SMMEs, often by establishing links between SMMEs and larger customers.

The development of SMMEs is a high-priority issue for the Tourism Branch, not just to increase capacity in the tourism sector but also to distribute the benefits of tourism and contribute towards national poverty-alleviation goals. By the end of 2007, 4 166 SMMEs had been empowered through the establishment of business linkages, as well as training in the development of business and marketing plans. The value of linkages created for SMMEs amounted to R3,4 billion by the end of 2007.

For the first time ever, tourism products for investment have also been identified. Sixteen products were identified in collaboration with the provinces and the Department of Trade and Industry. The products were packaged as investment-marketing material, and are now available to potential investors. The goal for 2007/08 was to identify additional projects and to approach potential investors. Opportunities also abound in sectors such as construction, security services, transfers, volunteer training, grading assessment and event management. Other initiatives undertaken by the department in support of tourism SMMEs included establishing a business-training package for entrepreneurs, developing a tourism SMME-funding and -support handbook, and introducing the Department of Trade and Industry’s incentives for tourism entrepreneurs.

Tourism Indaba

The Indaba is one of the largest tourism-marketing events on the African calendar and one of the top three “must visit” events of its kind on the global calendar. It showcases the widest variety of Southern Africa’s best tourism products, and attracts international visitors and media from across the world.

Indaba 2008 shattered 2007’s record, with more than 13 200 delegates attending. There were 621 journalists, 175 of which were foreign journalists. The Indaba is very business-focused, and also gives opportunities to network with others in the industry, combine product offerings and create new itineraries for a market that grows bigger each year.

  1   2   3   4   5   6

Verilənlər bazası müəlliflik hüququ ilə müdafiə olunur © 2016
rəhbərliyinə müraciət

    Ana səhifə