SOUTH AFRICA: How To Promote South African Tourism

In his recent State of the Nation address, President Jacob Zuma devoted an entire two sentences to Tourism. In his first sentence he announced that Tourist Visa Regulations had been addressed. His second sentence was an announcement that Government was to spend 100 million rand on marketing Domestic Tourism.

Firstly, very little has changed on the ground regarding the visa issue. Home Affairs continues to procrastinate and confuse. Secondly, spending 100 mill on domestic tourism might create a few jobs but will not make much of a difference to the countries balance of payments.

Compare this with the one Billion rand SI is spending on refurbishing Sun City. The Minister of Tourism needs to come forward and explain how this money will be invested in tourism. If not, can we assume the money will be spent on advertising domestic holidays in the New Age Newspaper?
It is also a fact that our economy is very bad.

1.) Put an end to the Visa Debacle now.
It is so simple. There are around 60 countries whose citizens do not require a Tourist Visa to visit SA. These include countries such as UK, USA, Germany and Australia. They form the bulk of our traditional Tourist Source Markets and thank-fully arrival figures remain reasonably constant.

Why not move many of the other countries into this list. Why do you enter into agreements to foster, promote and encourage trade with our Brics partners and countries such as UAE who you call our economic allies and then make it so difficult for their citizens to visit SA. It does not make sense.

Simply transfer the names of our economic allies to the first list. This will cost nothing and settle the visa issue once and for all. For the countries that government sees as a potential security risk, introduce the E Visa. It is that simple and it won’t cost a cent.
2.) Utilize under-used Resources.

There are nearly 200 SA Embassies and Consulates around the world. Most of these have a designated Economic Officer whose job is to foster, promote and facilitate trade and tourism between SA and the host country. It is clear that many of these officials have very little knowledge of tourism and have not been given the training, skills, resources or motivation. Use these resources. Partner with S A Tourism and the private sector to educate and harness this massive resource. It’s so simple and won’t cost a cent.

3.) Utilize State Owned Enterprises - SAA.
Call a meeting with SAA, and the relevant Tourism Associations such as SATSA, TBC, SAT and FEDHASA. Re-invent and bring back the old and tested system whereby Tourism Marketing Specialists can occupy empty seats on SAA International flights at agents discounted fares. Should SAA carry 2 000 marketing gurus and tons of marketing material overseas a year this will surely make a difference. It’s so simple and won’t cost a cent.

4.) Utilize State Owned Enterprises -Transnet.
Call a meeting with the minister of Transport and CEO Transnet. Instruct them to ensure the rail network is fully operational and maintained for the following Tourism routes.

Link JHB/Pretoria with Hoedspruit & Nelspruit. Durban North & South Coast, Cape Town – Winelands - Garden Route - Knysna - Oudtshoorn - Port Elizabeth.

Invite Private Tourism Companies to put carriages on these routes and sell affordable, comfortable and safe transport options so that Domestic and International Tourists may Explore South Africa. The Euro Rail Pass is one example. It’s so simple and will cost less than a Spanish Train.

5.) Stagger School Holiday Periods
Call a meeting with your ministers of Education and instruct them to stagger School, College and University holidays amongst the provinces. This can add another 4 weeks of ‘High Season’ to the Domestic Tourism Sector. It will not cost 100 million. It won’t cost a cent. Another advantage of doing this is that it will spread traffic flow and reduce death on the roads during peak times. This year Easter was incorporated into school holiday dates and the death rate dropped by 45%.