South Africa: The World in One

DA Policy on Tourism

December 2013

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Contents 1. Introduction ..................................................................................................................................... 3

2. South Africa’s tourism potential - the world in one ........................................................................ 4

3. Constraints to growth in the tourism sector ................................................................................... 4

4. The DA’s policy offer on tourism in South Africa ............................................................................ 6

4.1. Create an enabling environment for economic growth .......................................................... 6

4.2. Stakeholders working together to achieve shared objectives ................................................ 7

4.2.1. National Department of Tourism .................................................................................... 7

4.2.2. Local and provincial governments ................................................................................... 8

4.2.3. Private sector ................................................................................................................... 9

4.2.4. Involving communities .................................................................................................. 10

4.2.5. Non-government organisations .................................................................................... 10

4.2.6. Conservation agencies ................................................................................................... 10

4.2.7. Tourism marketing ........................................................................................................ 11

4.3. Tourism infrastructure .......................................................................................................... 12

4.4. Build an inclusive industry ..................................................................................................... 13

4.4.1. Economic inclusion in the tourism industry .................................................................. 13

4.4.2. Breaking down barriers through tourism ...................................................................... 13

4.5. A safe South Africa ................................................................................................................ 14

4.6. A visitor-friendly visa process ................................................................................................ 14

4.7. Address land issues related to tourism ................................................................................. 14

4.8. Buffering the tourism sector against global economic downturns ....................................... 15

4.9. Training for tourism excellence ............................................................................................. 16

5. Conclusion ..................................................................................................................................... 16

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1. Introduction

South Africa’s abundant natural resources and the variety of its cultures and local traditions gives it

unique appeal as a tourism destination – truly offering a “World in One” to local and international

tourists.

The tourism industry has the capacity to create various types of employment opportunities on a large

scale – from the most specialised to the unskilled. It is labour intensive, has low barriers to entry for

prospective entrepreneurs, it can contribute significantly to the economic potential of rural areas

and has strong backward and forward linkages that create economic opportunities in the broader

economy.

Current estimates indicate that the tourism sector contributes around R309 billion to the gross

domestic product (GDP) – 11% of GDP. One in every eleven South Africans is involved in the tourism

industry. Tourism employs more people than the mining and automotive industries, contributing

around 10.3% to total employment in 2012. In 2012 more than 21.5 million domestic tourists spent

around R100 billion, with international visitors spending R84 billion during their travels.

It is conservatively estimated that 1 new job opportunity is created for every 16.1 international

tourist arrivals.

The tourism industry can therefore be a key contributor in delivering an Open Opportunity Society

for All, to grow the economy, to create jobs and to promote social equity. By bringing South Africans

from different backgrounds into contact and conversation with each other, tourism can also play an

important role in reconciliation.

South Africa should be the number one tourism destination in Africa and one of the top 20 tourism

destinations in the world.

The DA believes that South Africa’s attractiveness as a tourism destination, the competitiveness of

our tourism industry and its potential as a vehicle for reconciliation can be boosted by:

Establishing a macro-economic environment that is conducive to investment and growth;

Encouraging greater involvement by entrepreneurs and prioritising tourism in support

programmes for small business development;

Supporting the tourism industry with research and information that can help them tailor their

products and services to market demands;

Putting in place the necessary transport and other infrastructure to connect visitors to tourism

sites;

Clarifying the roles of tourism industry stakeholders and maintaining platforms for constructive

interaction; and

Promoting tourism as a career choice and facilitating skills development to ensure that the

industry has access to the human resources it needs to succeed.

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2. South Africa’s tourism potential - the world in one

South Africa has much to offer both local and international tourists.

The country has a unique combination of natural attractions, including sunny beaches, abundant

wildlife (including the big six and an enviable array of bird species), a geographically diverse

landscape, one of the world’s greatest variety of fauna and flora and natural wonders like Table

Mountain, the Blyde River Canyon and the Drakensberg.

This diversity of habitat is coupled with a rich and diverse natural and cultural heritage. Visitors come

to South Africa to experience the interesting and varied heritage of the country’s many cultures and

people, to see the different perspectives on our history offered by our national museums and to

witness unique archaeological sites like the Cradle of Mankind where some of the oldest known

evidence of early humans has been found.

South Africa is also one of Africa’s largest economies and offers world class facilities for meetings,

conventions, exhibitions, sports and other events that attract visitors to the country.

The tourism industry has evolved to offer a range of special interest and activity based products,

including eco-tourism, adventure activities, food and wine tourism and tailored products and services

in rural and cultural tourism.

South Africa must leverage these assets to promote domestic tourism and capture its share of over

one billion annual tourist arrivals from the global tourism market, especially in the long haul segment

of the market.

3. Constraints to growth in the tourism sector

To ensure that the tourism sector can deliver on its development potential, the current constraints to

tourism growth must be addressed.

These include:

A negative investment climate

Investment in all sectors of the economy, including tourism, is affected by the extent to which the

government is able to create a business-friendly environment.

Uncertainty around economic policy, an inflexible labour regime, skills constraints and high

regulatory burdens on small businesses make it difficult to establish and run a business in South

Africa1.

1 World Economic Forum, 2013. Global Competitiveness Report: 2013-14. Available. [Online]: http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport_2013-14.pdf (September 2013).

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To attract investment and encourage business activity the government must create an enabling

environment for economic expansion.

Lack of synergy

National, provincial and local governments share responsibility for tourism-related functions. The

National Department of Tourism (NDT) is responsible for national policy development whilst the

Provincial Departments of Tourism informs policy and strategy on provincial level. In the absence of

appropriate coordination, this has led to fragmentation in tourism planning2.

In addition there is overlap in the branding and marketing responsibilities of the NDT, SA Tourism (as

a public entity under the NDT, responsible for international and domestic marketing), provinces and

cities.

Provincial government and municipalities have concurrent public infrastructure responsibilities and

spatial functions in support of tourism. Local governments are also responsible for the general

maintenance of tourist sites and tourism assets.

There is currently a lack of collaboration and integration between the different spheres of

government and SA Tourism. They sometimes work at cross-purposes, competing unnecessarily and

duplicating their efforts.

The efforts of relevant role-players must be aligned to ensure effective implementation of a vision

and strategy for tourism in South Africa.

Inadequate infrastructure

Healthy physical infrastructure, including infrastructure for road, rail, sea and air transportation, is

key to the sustainability, growth and development of the tourism sector.

The current deterioration of existing infrastructure and the inadequacy of infrastructure, especially in

the rural parts of South Africa, impacts negatively on access to tourist attractions and the services

available to tourists.

Slow progress in building an inclusive tourism industry

The potential of the tourism sector in empowering communities, broadening ownership, and creating

opportunities for marginalised groups, including woman, the youth and people with disabilities, has

not been fully developed.

Crime

South Africa’s competitiveness as a tourism destination is negatively affected by high levels of crime

and perceptions of crime3. Safety and security is a key consideration for tourists when selecting a

holiday destination and South Africa has not succeeded in making significant inroads in terms of

reducing incidences of crime. In the World Economic Forum’s Travel and Tourism Competitiveness

2 Department of Tourism. 2009. National Tourism Sector Strategy. Available. [Online]: http://www.info.gov.za/view/DownloadFileAction?id=163484 (October 2013). 3 Department of Tourism. 2009. National Tourism Sector Strategy. Available. [Online]: http://www.info.gov.za/view/DownloadFileAction?id=163484 (October 2013).

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Index, South Africa ranks 64th overall, but only 117th out of 140 countries in terms of “safety and

security” related to tourism.

Visa processing

Unnecessary delays in issuing of visas to prospective foreign visitors is harming the tourism industry.

Complicated visa requirements for regional travel in southern Africa also detracts from the

attractiveness of the region as a tourism destination.

Tourism and land

Tourism is often tied to scarce natural resources.

Conflicts over land use (e.g. for national parks, agriculture, tourist activities or housing opportunities)

creates tension within and between communities and between communities and the state.

The lack of support provided to land reform beneficiaries in instances where prime land for tourism

development was redistributed in terms of the land restitution process has also had negative

implications for tourism.

Vulnerability to global economic conditions

The local tourism industry is vulnerable to global economic slowdowns and the resultant decreases in

disposable income available for international travel.

Skills constraints

The National Tourism Sector Strategy identifies “weak systems for skills development” as an inhibitor

to tourism growth in South Africa. The World Economic Forum ranks South Africa 139th out of 140

countries in terms of the “availability of qualified labour” in support of tourism4.

4. The DA’s policy offer on tourism in South Africa

We must work together as a country to become one of the top 20 tourism destinations in the world,

and the destination of choice in Africa.

4.1. Create an enabling environment for economic growth

Government must create an environment in which it is easy to start a business, to expand business

operations and to employ more people.

The DA’s economic policy sets out our proposals to create an enabling environment for economic

growth. It includes our proposals around:

Providing leadership on the economy and establishing certainty on economic policy;

Managing the government’s money better;

Direct incentives for job creation;

4 World Economic Forum. 2013.

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Balancing the protection of workers rights and the need for labour market flexibility in support of

job creation;

Reducing regulatory rigidity and providing support for small business development,;

Investing in the infrastructure that the economy needs to grow;

Lowering the cost base in the economy, including administered prices like electricity and fuel;

Invest in education, skills development and research-based innovation,

Increasing savings and investment; and

Boosting trade.

With the right combination of policy interventions, we believe that the economy can grow at 8% and

create 5.8 million jobs by 2025. If managed correctly, the tourism industry can contribute

significantly to this growth.

4.2. Stakeholders working together to achieve shared objectives

Tourism will benefit from an inclusive stakeholder-driven approach in which all levels of government,

the private sector, labour organisations, communities, civil society organisation, conservation

agencies and development partners work together to achieve shared objectives.

To address coordination problems in the tourism sector, the DA will:

Strengthen the interaction between the national minister and provincial MECs as managed

through MINMEC meetings;

Strengthen the role of the National Tourism Stakeholder Forum in monitoring and advising on:

national strategy implementation, research in support of tourism, human resource development

for tourism and tourism enablers (e.g. wildlife conservation, safety, infrastructure etc.).

Our position on the roles of various role-players and how they can be supported by government are

outlined below.

4.2.1. National Department of Tourism

The National Department of Tourism is responsible for planning, policy making and coordination in

the support of a growing tourism sector. It must invest in the development of the industry and the

promotion of South Africa as a tourist destination and monitor industry developments to ensure that

decision-makers are able to make informed policy and strategic choices and address constraints

where necessary.

In fulfilling this mandate, a DA-led national government will:

Resources

Match the strategic priority attached to tourism with resources that can be used to promote the

growth of the industry;

Strengthen financial controls over the allocation of resources and put in place sound models for

the collection of government revenue accruing from licences, levies, prescribed fees and other

relevant charges;

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Stakeholder engagement

Maintain the National Tourism Stakeholder Forum as a platform for coordination and

consultation with stakeholders involved in the development of the tourism sector;

Establish memorandums of understanding (MOUs) with departments that have cross-cutting

responsibilities that affect tourism – particularly the Departments of Arts & Culture and Water &

Environmental Affairs, who are responsible for protecting and promoting natural and cultural

assets that are enablers of the tourism sector;

Prioritise tourism in support programmes for private sector investment in the economy;

Work with the private sector to enhance tourism training and education;

Information in support of tourism

Regularly undertake research and provide accurate statistics on the tourism sector – including

research to identify, prioritise and develop new target markets;

Establish a evaluation roadmap that specifies timelines for information gathering and releases by

the national department and a summary of research that is planned or in the pipeline;

Quality control and regulation

Maintain quality control mechanisms and standards for products and services (including

legislation on the standardisation of tourist guides and tourism operators);

Support the use of a national grading system to set standards for hotels and other

accommodation, but maintain the voluntary nature of participation in the grading scheme;

Monitor the compliance of operators and developers within the tourism sector, in respect of

taxation, health, safety and relevant environmental standards;

Selling SA as a tourism destination and regional tourism partner

Conduct effective marketing by preparing and distributing promotional materials and improving

tourist information services both within and outside South Africa;

Work with multilateral organisations, including NEPAD, SADC and the African Union to promote

regional cooperation to establish tourism as a core income source in the region;

Ensure that South African diplomats are equipped to promote tourism to South Africa in the

countries where they operate; and

Encouraging the establishment of regionally based destination management organisations.

4.2.2. Local and provincial governments

Local and provincial governments play a strategic role in the tourism sector. They are generally closer

to the product than national government and take on an important role in facilitating, developing

and maintaining the tourism product.

To ensure that local and provincial governments can fulfil its mandate as facilitators for the

development of the tourism industry, the DA will:

Local governments

Ensure that local and district municipalities establish a dedicated budget and section for tourism

and prioritise tourism development in their Integrated Development Plans;

Ensure that local governments receive appropriate support from district and provincial level and

that planning processes are properly coordinated;

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Encourage local governments to compile and maintain up to date inventories of district tourist

attractions and tourism statistics;

Local and provincial governments

Provide for the establishment and maintenance of tourism infrastructure, services and

attractions including: access roads, recreational facilities, heritage sites, historical buildings,

sports facilities, museums, general signage, public parking and public health and safety;

Encourage regional tourism promotion activities, based on partnerships between provincial and

local governments;

Provincial priorities

Strengthen tourism coordination structures on a provincial level (currently, only Kwazulu-Natal

and the DA-run Western Cape have established provincial tourism coordination structures in

which public and private sector representatives, including representatives from local

government, meet with the provincial ministers responsible for tourism on a quarterly basis5).

4.2.3. Private sector

The delivery of quality tourism services and providing the customer with value for money are largely

the responsibility of the private sector. They also bear the risks of tourism investment.

Furthermore, the private sector is in a position to promote the involvement of local communities in

tourism through partnerships and joint ventures.

In order to ensure the growth and development of the private sector and to secure its role in the

tourism, a DA led government will:

Prioritise tourism in private sector incentive programmes – including programmes for small

business development;

Promote public private partnership (PPP’s) initiatives and manage these partnerships effectively

by ensuring that:

─ Clear service level agreements set out the roles and responsibilities of all partners; and

─ Partnerships are continuously monitored in terms of their capacity to deliver on their

objectives.

Ensure that the private sector is adequately represented on the boards of all relevant strategic

public and quasi–public institutions involved in tourism;

Provide regular and accurate statistical information to the private sector for development and

planning purposes;

Establish an easily accessible and efficient system for registration and licensing for tourism

related businesses; and

Provide tax incentives and support access to funding for tourism related equipment.

5 Makhubela, L.M. 2013. ‘The Importance of Intergovernmental Relations’. Presentation to the Parliamentary Tourism Summit, 17 – 18 September 2013.

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4.2.4. Involving communities

Many communities, particularly in rural areas, possess significant tourism related resources that can

form the basis for community-based tourism developments. Moreover, in many instances they do

not directly or indirectly benefit from existing tourism products in their areas.

To promote tourism development on a community level, the DA will:

Place community involvement, including benefit sharing between local communities, tourism

projects and wildlife management, at the centre of our tourism plans;

Fully involve communities living within wildlife areas and other tourism attractions in public-

sector development and management of these assets;

Encourage projects that allow communities to share in income, employment, training

opportunities and other social benefits accruing from such activities within their areas;

Assist communities in identifying potential tourism resources within their areas that can form the

basis of locally directed and participatory rural development;

Prioritise tourism and the development of products for tourism (including beadwork, art, local

and speciality foods) in community-level support for small business development;

Help communities to organise themselves, through the formation of community trusts, to play a

more meaningful role in the tourism industry and to interact with government and other

relevant stakeholders in a structured manner; and

Sensitise and educate role players in the industry to the importance of community involvement

in tourism development and to value and respect local communities, their rights, traditions and

customs.

4.2.5. Non-government organisations

Non-government organisations often work at the grassroots level and is therefore best-placed to

contribute to capacity building and environmental awareness and to provide general support for

sustainable tourism development. To help non-government organisations fulfil this role more

effectively, the DA will:

Provide appropriate support for their activities;

Use non-government organisations to provide educational and training services, technical

assistance and know-how to communities for the development and sustainability of community-

based tourism projects;

Ensure that non-government organisations can access information on public and donor funding

for specific projects; and

Seek their contribution in the development of policies and plans for the tourism industry.

4.2.6. Conservation agencies

National conservation agencies such as SANParks and international wildlife agencies such as Four

Paws, the International Animal Welfare Organisation and other local wildlife societies play a critical

role in developing and implementing a sustainable wildlife conservation regime and management

policy for the country.

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In recognition of the importance of South Africa’s natural resources for the tourism sector, the

National Department of Tourism must support the activities of conservation agencies by:

Expanding and advertising tourism opportunities inside the national parks;

Developing appropriate infrastructure to boost the accessibility of national parks; and

Partnering with conservation agencies to encourage local communities living outside protected

areas, to develop wildlife-based tourism and to equip them with skills to participate in the

industry (for example by training them as guides for bird-watching or guided walks).

4.2.7. Tourism marketing

SA Tourism is responsible for the local and international marketing of South Africa as a tourism

destination. Provinces and municipalities have similar structures to implement marketing strategies.

The World Economic Forum ranks South Africa 34th out of 140 countries in terms of the effectiveness

of marketing to attract tourism6. There is, however, scope for greater alignment in the marketing

activities at various levels of government and its coordination with the work done by SA Tourism.

To ensure the effective operation of SA Tourism, the DA will:

Ensure that the entity is appropriately resourced to deliver on its mandate;

Improve the alignment between the marketing strategy of SA Tourism and the marketing

activities on provincial and local level by establishing a common vision and clarifying mandates

to avoid duplication of functions; and

Encourage provincial and district level marketing initiatives that contribute to overall destination

positioning.

To support the effective marketing of South Africa in order to increase domestic and international

tourism arrivals, lengths of stay and tourism revenues, SA Tourism should:

Differentiate South Africa with a distinct market image and positioning in target markets;

Target new segments in established source markets and core segments in emerging markets,

particularly in Africa, Asia and South America;

Have targeted strategies for domestic, regional and international markets;

Actively target niche or special interest markets such as cruise markets, scuba-divers, sports

tourisms, medical tourists, archaeologists, astronomers, honeymooners and backpackers;

Work with the Department of Arts and Culture to develop heritage routes showcasing different

aspects of South Africa’s history and cultural heritage;

Encourage private sector involvement in destination marketing through appropriate institutional

arrangements that encourage their participation;

Maintain well-resourced tourism information centres in strategic locations in the country and

abroad;

Establish offices or general sales agents in key and selected source markets to promote the South

African tourism experience; and

Work with tourism authorities in the region to package and market sub-Saharan Africa as a

regional tourism destination and enhance local offerings within this regional context.

6 World Economic Forum.

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4.3. Tourism infrastructure

Healthy physical infrastructure; modes of transport including road, rail, sea and air transportation

services and other utilities, is key to the sustainability, growth and development of the tourism

sector. The current deterioration of existing infrastructure and in some instances non-existence of

infrastructure, especially in the rural parts of South Africa, have negatively impacted on access to

tourism attractions.

At least 10% of the national budget should be allocated to infrastructure development on an annual

basis.

In national government, the DA will:

Identify key infrastructure requirements for tourism development;

Effectively implement infrastructure projects to meet the needs of the tourism sector; and

Promote public investments in parks, national reserves, museums, heritage sites and where

possible establish public private partnerships (PPP’s) for the development of infrastructure in

support of tourism.

Roads

Take tourism infrastructure needs into account when planning for road provision and upgrades;

Ensure that the road signage system, including tourism signage, meets international standards;

and

Give high priority to ensuring road safety, security and convenience for road users.

Ground transportation

Make information on transport needs for tourism available to private sector providers – including

taxis, car rental companies and coach operators.

Air transportation

Improve flight connectivity and frequency to main tourism hubs:

Promote a national, regional and international air network to service tourism in South Africa;

Encourage a healthy, open national airline industry with competitive participation by national,

regional and international airlines;

Reduce airport landing costs and airport taxes - especially for long-haul flights - and encourage

regional tourism packages that can serve to cushion the cost of long-haul flights;

Encourage partnerships between national and strategic regional and international airlines and

facilitate bilateral air agreements for scheduled and charter flights; and

Make information on tourism demand available to private sector operators.

Sea and rail transport Sea and rail transport is not currently geared towards the promotion, development and servicing of

the tourism industry. In national government, the DA will:

Strengthen the linkages between tourism and other economic sectors through the effective use

of rail and sea transport infrastructure ;

Support the rehabilitation of the rail network and maximise regional linkages so that it can

become part of an integrated transport system that would positively impact on the growth and

development of tourism in South Africa;

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Support the development and rehabilitation of ports in support of cruise tourism - including

enhancing the ability to accommodate large cruise liners and improving on site facilities for

tourists.

4.4. Build an inclusive industry

4.4.1. Economic inclusion in the tourism industry

Economic growth in all sectors can be promoted by breaking down the barriers to inclusion. The DA

supports the use of an empowerment scorecard to incentivise efforts by South African businesses to

broaden participation in ownership, to employ a diversified staff, to invest in skills, to invest in small

businesses and to engage with the challenges of the communities in which they operate.

In the tourism industry, inclusion is promoted through the Tourism Charter – the terms of which

were negotiated by industry stakeholders.

The DA supports the use of this Charter as a framework for economic empowerment, and

particularly:

The incentivisation of private sector investment in skills development;

Measures to encourage investment and support for new or small tourism businesses; and

Ownership schemes that include the employees of tourism businesses or the communities in

which they operate as shareholders.

Government can support inclusion in the sector by:

Lowering the barriers to entry and cutting unnecessary red tape for new entrants and emerging

middle-segment entrepreneurs;

Providing venture capital funding for innovative new initiatives in the sector; and

Offering support to small businesses through small business one-stop shops and an Opportunity

Card through which business support can be accessed.

4.4.2. Breaking down barriers through tourism

Travel can broaden perspectives and bring people together across geographic, racial, cultural and

other divides.

For the tourism industry to play a role in national reconciliation there must be efforts to:

Promote and support the development and provision of services that are affordable to the

various socio-economic segments of the domestic market;

Encourage cultural tourism, with a specific focus on domestic travel;

Support communities in developing services and products for domestic travel; and

Ensure the proper provision of tourism facilities and amenities that are accessible to the

physically challenged.

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4.5. A safe South Africa

Tourism is seriously undermined by high levels of crime. Safety and security is a key consideration for

tourists when selecting a holiday destination. In national government, the DA will7:

Constantly monitor safety concerns and strive to improve security for both visitors and residents;

Increase police presence at tourism centres and sites – especially during peak season;

Establish a dedicated hotline for safety and security related complaints by tourists to ensure that

they receive appropriate assistance; and

Ensure that SA Tourism with the cooperation of the public and private sector (including the

electronic and print media) disseminate accurate tourist information about the country to both

international and local markets in order to proactively mitigate against the bad publicity that

accompanies incidents of crime.

4.6. A visitor-friendly visa process

If we want to encourage people to visit our country, we must make the administrative process

around attaining visas as simple as possible.

In national government, the DA will:

Ensure that the Departments of Home Affairs and International Relations cooperate effectively

to reduce the turnaround time for issuing of visas;

Reduce the cost of visas for international visitors;

Investigate the use of e-visas (electronic visas), m-visas (mobile visas) and e-passports as a

alternative to traditional options to improve security and decrease turnaround times. Electronic

or mobile visas are already in use in some countries (including Australia, Dubai and India)

allowing visitors to apply online through a secure website;

Establish a regional travel zone, allowing international visitors to get a signal visa for travel to

selected countries in Sub-Sahara Africa; and

Work to simplify travel requirements for regional travellers.

4.7. Address land issues related to tourism

Where land reform or land restitution processes involve land with high tourism potential,

beneficiaries should receive the necessary support to maintain or develop tourism.

In national government, the DA would:

Conduct an audit of restored land and land reform projects where tourism could make an

important contribution to the economic viability of businesses on the land;

Maintain information on new transfers of land with high tourism potential; and

Ensure appropriate coordination between the Departments of Tourism and Rural Development

and Land Affairs to provide for operational and other support programmes to land reform

7 Our policy on safety, crime prevention and justice is set out in detail in the DA’s Safety Policy.

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beneficiaries (preferably before land is transferred, to ensure that businesses can be maintained

as going concerns).

To prevent conflict and tension as a result of competition for scarce natural resources, including land,

the government must:

Maintain decentralised regional and local tourism area planning and development frameworks;

Ensure that various policies and laws relating to wildlife conservation and management,

protection of endangered species, wildlife hunting, land ownership and land-use are

harmonised;

Undertake responsible land-use planning and allocation for urban and rural development taking

into account environmental considerations.

Develop master plans that may include zoning or rezoning of land and define standards for the

priority areas for tourism investments;

Encourage long-term land use concessions for tourism projects to prevent short-term

exploitation;

Prioritise areas for tourism development in consultation with local communities and encourage

both public and private sector tourism operators to involve local communities in ownership,

employment, skills transfer and small business development initiatives;

Educate and encourage communities to appreciate the value of natural and cultural resources

for tourism development and to conserve, develop and promote South Africa’s natural and

cultural heritage;

Assist local communities in the formation of well managed community trusts supported by

training in good governance and management; and

Work closely with communities to develop new community-based tourism projects and

products according to market demands.

4.8. Buffering the tourism sector against global economic downturns

South Africa’s 12.5 million domestic tourists spend more than their overseas counterparts. In 2012,

more than R100 billion was spent by domestic tourists, versus R84 billion spent by international

visitors.

The encouragement of domestic tourism is therefore an effective tool to cushion the negative

impacts of global economic downturns and should be a key priority in South Africa’s tourism

strategy.

In support of domestic tourism growth, a national DA government will:

Promote the culture of travel and touring amongst South Africans through effective marketing,

information and education;

Providing tourism operators with information on domestic tourism demand to promote the

development of tourism products targeted at diversified domestic market segments;

Promote an increased awareness amongst communities and the general public about the

importance of and economic potential in tourism and conservation;

Support a greater geographic spread of tourism offerings; and

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Ensure that the infrastructure created to support domestic tourism is designed to serve as the

backbone for international tourism when the global economy recovers.

Slumps in travel for leisure can also be mitigated by more targeted tourism initiatives. The DA

supports proposals in the Tourism Sector Strategy to:

Establish a National Convention Bureau to develop and roll out a strategy to attract business

tourists and prevent different venues and cities from competing internally to secure events;

Setting up a bidding fund to that could be used to fund bids for events of national importance;

and

Professionalising the events organiser industry – to ensure that big events offer consistent

quality and positive experiences to tourists.

4.9. Training for tourism excellence

People play an important role in tourism. Front-line employees are often the first and most frequent

point of contact for visitors and must be appropriately trained to fulfil their role as cultural

ambassadors.

Building a strong base of human resources to support the growth of the tourism sector and ensuring

that those involved in the industry receive appropriate protection is an imperative to improve the

quality, productivity and competitiveness of tourism products.

To support human resource development and stable labour relationships in the tourism industry, a

national DA government will:

Maintain platforms on which terms and conditions of service can be negotiated in a fair and

equitable manner;

Commission a skills audit to determine the current skills gaps in the tourism sector;

Ensure that a balanced mix of education and training opportunities are offered at various levels

in accordance with the market demands, with training offerings informed by identified skills

gaps;

Promote tourism and hospitality as occupationally oriented subjects in secondary schools;

Improve career guidance in schools and ensure that sufficient information is provided on tourism

as a career choice;

Promote the active involvement of the private sector in developing curricula for tourism training

and education; and

Encourage access to training opportunities through incentive schemes for training institutions

and a greater focus on work-based skills development (through internships and apprenticeships).

5. Conclusion

Tourism can be a powerful embodiment of the Open Opportunity Society for All. It can create jobs,

provide opportunities for small businesses, promote livelihoods for communities and bring South

Africans together to share experiences.

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Government must play its role in creating an enabling environment for tourism growth, investing in

the infrastructure that the industry needs to grow, ensuring that local and international visitors are

safe during their travels and working with all relevant stakeholders to equip enough people with the

skills that the industry needs to succeed.

If all levels of government, the private sector, community organisations and conservation agencies

work together to market South Africa as a tourism destination and enhance the tourism experience,

South Africa can become one of the top 20 tourism destinations in the world and the destination of

choice in Africa.

The DA will ensure that tourism is prioritised and gets the support it needs to become a core drive of

economic growth, employment and development in South Africa.