South African Tourism

HELPING TO PROMOTE the country as a go-to destination for travellers is South African Tourism, the official tourism marketing arm of the South African government.

Sisa Ntshona is the organisation’s CEO, and here he answers our questions on the work carried out by the body and the current industry backdrop in South Africa.

Africa Outlook (AfO): Can you firstly talk me through the origins of the South African Tourism, how it came about, and its initial vision?

Sisa Ntshona (SN): SA Tourism’s mandate is to promote the country domestically and internationally, whether for leisure, business or events tourism. SA Tourism’s goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South Africans.

Our beautiful country is an integral part of Africa, particularly the subcontinent of Southern Africa, so we actively focus our marketing to promote this fact.

AfO: Since inception, how has the South African Tourism developed and progressed in terms of its key objectives and the messages it tries to get across?

SN: We have made great strides to introduce and market South Africa not only to our own people, but also since the dawn of our democracy in 1994, to the world.

The organisation has grown from a few offices around the world to having operations in 11 international markets, with a mandate to market and share all that is unique, warm, and beautiful about South Africa. AfO: How would you say South Africa has developed in recent years as a business travel hub and what are the key reasons behind its growing appeal?

SN: SA’s reputation is a destination that punches above its weight to provide world-class business events across our major cities in Johannesburg, Cape Town and Durban. We have done this by connecting our audiences with the right capabilities and people, to help them grow in their field such that they can then export the world’s next big ideas.

As the most developed country in Africa with a broad value proposition for potential investors, not only is our country a safe and secure destination, over the years we have proven record in hosting successful business events. SA offers accommodation and event venue options that meet global quality standards.

Something about our country grooms the most inspired and inspiring people in the world. If you can make it here, you can make it anywhere.

AfO: Why, in your opinion, should someone visit South Africa?

SN: In South Africa, there is a story at every turn with our unique blend of cultures that gives visitors a sense of discovery.

From nature and safaris to adventure and culture, urban living to authentic township and rural encounters, South Africa’s leisure and business travel offerings and experiences are worldclass, affordable, and for all to enjoy.

An all-year destination, our country is not only an affordable, value-for-money destination for the international traveller, but also offers a unique and distinctive value proposition: South Africa has a unique, diverse, valued travel offering for all

“We invite the world

to the source of business inspiration, South Africa. Meet here. Grow anywhere.”

– Sisa Ntshona

people around the globe.

South Africans are warm, friendly and hospitable and they stand ready and eager to welcome more visitors to our shores.

We are the gateway to the rest of Africa.

AfO: What trends are transforming the tourism industry in South Africa at present? How are you responding to these trends?

SN: BLesiure – the practice of combining business travel and leisure travel into one trip. Although most travel domestically is for business, on average, there is nearly equal likelihood domestic and international business trips will turn into bleisure. We are increasingly tapping into this as a way to maximise business travellers’ stays in our beautiful country.

Technology is constantly altering the tools we use. Every industry, tourism included, needs to utilise technological advances to not only stay competitive, but to survive. This presents us with an opportunity to exploit technology whilst focusing on selling an experience versus a destination.

Inclusive tourism is opening a completely new world in terms of how business owners in the tourism industry approach their offerings. We need to ensure that tourism is accessible – and inclusive – for all when tourism is often understood and experienced as an exclusive activity. Products, services and destinations that are tailored for individuals with special needs generate considerable returns to businesses, and wider benefits across the economy.

Responsible tourism is all about making better places for people to live in and better places for people to visit. South Africa is one of the foremost responsible tourism leaders in the world, with dozens of gorgeous destinations where communities are uplifted and the environment is protected. Visitors will return home with a higher awareness of the interconnection between people and the earth, plus memories of a great time.

Additionally, South Africa is ranked 34th in the world for business events hosting capabilities and as a country we are listed in the world’s top 10 longhaul business events destinations, a trend we want to keep improving next to our global counterparts.

In line with our vision to position South Africa as an exceptional tourist and business events destination that offers value for money and a quality visitor experience that is diverse and unique, we call upon you to visit our country. AfO: How do you see South Africa developing as a business travel hub over the next year to two years?

SN: South Africa National Conference Bureau (SANCB) is the cornerstone in growing South Africa’s reputation as a destination that punches above its weight to provide world-class business events.

Getting more business event organisers to increase the number of business events hosted in South Africa through collaborating with the SANCB is a priority. Additionally, over the next two years, we aim to continue building our relationships across the globe with decision makers who operate in sectors in which South Africa’s business event hosting capability is not well known.

We invite the world to the source of business inspiration, South Africa. Meet here. Grow anywhere.

AfO: Are you optimistic about the future of the tourism industry in South Africa?

SN: Definitely. As a business and travel destination, South Africa offers multiple inspiring opportunities to learn new things.

While we do believe that there is a lot of perception management that remains our responsibility to address, we remain excited by the possibilities that lie ahead with government’s reaffirmed commitment to bolstering tourism through destination marketing and reducing regulatory barriers, as articulated in President Cyril Ramaphosa’s State of the Nation address last year. This will make it easier for any traveller to come and experience South Africa.

Lastly, South Africa’s scenic beauty, magnificent outdoors, sunny climate, cultural diversity and reputation for delivering value for money have made it one of the world’s fastest growing leisure – and business – travel destinations.

Visit South Africa Tourism website: www.southafrica.net