Collaboration needed to unlock tourism potential
COLLABORATION means actually working alongside someone to achieve something. The word is derived from the Latin word Laborare, which means “to work”. What caught my attention in this definition was the concept – to achieve something.
Strategic collaboration allows the parties to pursue a set of agreed-upon objectives needed, while remaining independent organisations.
According to a recent study (Nelson Mandela Bay Metro Municipality Socio-Economic Review and Outlook 2017 by Ecsecc), international tourism constitutes 13.23% of the total number of trips to Nelson Mandela Bay, with domestic tourism representing the balance of 86.77%.
While the total number of visitors to our beautiful city has unfortunately declined in the last decade, the research found that Nelson Mandela Bay had total tourism spending of R3.19-billion last year with an average annual growth rate of 1.7% since 2006 (R2.7-billion).
The Eastern Cape had total tourism spending of R12-billion last year and an average annual growth rate of 2.6% over the period.
Total tourism spending in South Africa increased from R127-billion in 2006 to R267-billion last year at an average annual rate of 7.7%.
From the research results cited above, it is very clear that something different needs to be done to enable the city to achieve different, better, bigger success.
There is general agreement within the city that Nelson Mandela Bay has great potential.
What is encouraging about this reported potential is that there are opportunities in a number of areas, all of which when unlocked would impact the tourism sector in a tremendously positive way.
As we identify this potential, we equally acknowledge that it will not happen on its own.
To unlock it requires a deliberate, focused, collective effort from a number of stakeholders. It is exciting that South Africa had a tourism spend of R267-billion last year.
However, what is not pleasing is the fact that the Eastern Cape only had R12-billion – with the Nelson Mandela Bay area getting an even smaller slice of that pie.
In the context of Nelson Mandela Bay, the time has arrived for meaningful, impactful, directed strategic collaboration to be implemented. As the Nelson Mandela Bay Business Chamber prepares to finalise its strategy towards growth, it has adopted the Triple Helix concept, which explains the collaboration between the university, the government and industry/business.
The model also highlights the creative renewal that arises within each of the three institutional spheres of university, industry and government, as well as at their intersections.
We have the Nelson Mandela University, with its iconic name recognised worldwide; and within the knowledge society, opportunities for the knowledge economy are endless.
While the university will remain an independent, entrepreneurial institution focused on its own mandate, there are clear opportunities for strategic collaboration between the university, industry and government.
As the university markets itself, the whole city benefits.
In turn, the government needs to ensure that a conducive environment is created for the university and business to thrive – while all the parties are focused on implementing a common city strategy.
We need to speak with a united voice. If we do not take collective urgent action now, the open windows of opportunity will close.
Let’s make Nelson Mandela Bay “destination next”.