Time to debate transformation of tourism

TOURISM Minister Tokozile Xasa has issued a rallying call to South Africans to “do tourism” and become patriotic travel ambassadors.

In other words, support local tourism. It’s a call I fully support and one we should all embrace. South Africa is a treasure trove of unexplored lands, sights, foods, people and cultures that rank among the best in the world.

There’s just one problem. Local tourism is expensive and those who can afford it often opt for international travel, which costs less. An example is a weekend getaway for a family of four. A decent 3-star bed and breakfast will set you back on average R2 500 per night.

Establishments which offer game drives can cost R11 000 for one night, in low season.

High season, which is when most families plan their holidays, costs at least R10 000 for a week on the coast staying in a cheap B&B no where near a 3-star rating – and eating and entertaining modestly.

In comparison, a trip to Thailand costs, on average, R7 000 all inclusive for a week. This includes flights, 3-star hotel, tours and more. A trip to Turkey can be snapped up for less than R6 000 – the same price, if not less, than a flight from Durban to Cape Town.

Even great kasi-style eating places in townships target foreign tourists, charging prices which remain out of budget for residents who have to settle for the enticing smells of shisa nyama, or braai, for their fill.

Many South Africans may not even know, for example, that we boast eight Unesco World Heritage sites, the world’s longest wine route, the world’s largest producer of macadamia nuts and can claim to have the only street in the world with houses belonging to two Nobel laureates – Nelson Mandela and Archbishop Desmond Tutu – in Soweto.

But, sadly, that experience is unaffordable for most South Africans. Tourism remains the least transformed sector in our economy – by ownership and by experience. Unless this changes, the minister’s call to “do tourism” will just be building sandcastles in the air.

The challenge facing the government is while its aim is to increase domestic tourism, targeting an estimated 5.5 million local travellers from a rising middle class market, the hospitality and tourism stakeholders need to offer local travellers more affordable packages. As it stands, most tourism players target those in the mid- to upper-income brackets, excluding the vast majority of South Africans, who, despite contributing to tourism success, will never get to experience the benefits.

Domestic tourism is a multibillion-rand industry with the government committing to invest R110 million over and above its allocated budget to this sector. Policies on tourism transformation are well supported by government funding, with R557m in the past three years.

But the monopoly on ownership and beneficiaries remain skewed. It comes down to the debate around land ownership and radical economic transformation. Those holding our tourism sector captive need to reform, transform and give back.

If not, perhaps it’s time to debate radical economic transfer of the tourism sector next.