Tourism adapts amid COVID-19 challenges
The tourism industry has been hard hit by COVID-19 and is looking at new ways to sustain itself
With the worldwide grounding of airlines, closed borders, shuttered tourist attractions and restrictions on domestic and local travel, the coronavirus (COVID-19) pandemic has dealt a heavy blow to the tourism industry. Tourism agencies and governments have quickly had to adapt to the situation. By harnessing digital technology and other strategies, the tourism sector is responding to the immense challenges it has to contend with.
Protecting an important sector
The tourism industry plays a crucial role in contributing to South Africa's economic development and job creation.
In 2018, tourism directly contributed R139 billion to the economy, accounting for 2.8 percent of total gross domestic product (GDP).
With its strong links to other sectors of the economy, indirect GDP contribution from tourism stood at 8.2 percent. The sector also indirectly contributed to 9.2 percent of all jobs in South Africa.
These figures underscore the need to preserve the tourism sector through times of crisis such as the COVID-19 pandemic. To support tourism businesses, the National Department of Tourism launched the Covid-19 Tourism Relief Fund,targeting mainly small and medium businesses in the sector.
The fund has provided once-off grants of R50 000 to businesses such as accommodation establishments, hospitality services and travel operators. Thousands of other businesses have been supported through the Unemployment Insurance Fund.
Tourism Minister Mmamoloko Kubayi-Ngubane has stressed that domestic tourism will likely only resume in December, with international tourism resuming a few months after that.
Her department, in conjunction with SA Tourism, and international organisations, is currently working on a detailed recovery plan for the sector.
“We need to build incentives and be more focused on the domestic tourism market by, for instance, looking at aspects like pricing for local tourists. For this one needs research and analysis,” the Minister said.
There also needs to be a balance between protecting against the health risks of COVID-19 and reopening the industry.
“Remember, if we do not manage the virus better, it will end up shutting the economy down as more and more establishments are forced to close due to the spread of infections.”
Creativity needed
Minister Kubayi-Ngubane said the industry needs to think of creative ways to keep afloat, and recover
after COVID-19.
“One has to ensure that we have a tourism sector that can respond to the challenge. We know that we are not going to be the same and if we think that we are going to continue like we did, it is not going to work.”
In April, South African Tourism hosted a series of webinars as part of the recovery plan for the tourism industry.
Stephan Ekbergh, CEO of Travelstart, said that the tourism industry should increasingly be looking toward more virtual and online experiences.
“The COVID-19 pandemic will act as a catalyst for technological development in business. The technological developments the tourism industry would typically expect to see over the next five years will be necessary over the next five months.”
Western Cape launches digital tours
On a provincial level, tourism agencies are heeding the advice of national government and industry experts.
The Western Cape provincial government, in association with economic development partner Wesgro, recently launched its “One Day” campaign, which has the double purpose of promoting attractions for future tourism, and providing income streams for people working in the industry.
The campaign uses streaming services to conduct virtual tours of top tourism experiences in the Western Cape, led by local tour guides.
“Bringing the world of the
Western Cape to people's living rooms, the campaign will present 12 virtual tours by our tour guides using video calls and streaming services, like Zoom, together with photography and video to highlight the magic of the province's six regions - the Cape West Coast, Cape Overberg, Cape Town, Cape Winelands, Garden Route and Klein Karoo and Cape Karoo,” explained the Western Cape MEC of Finance and Economic Opportunities, David Maynier.
At the end of the virtual tour, viewers are able to show appreciation for guides by paying them over online channels such as PayPal or Snap Scan.
“This campaign allows people to make a difference to the lives of our talented tour guides by appreciating their descriptive storytelling and expertise. We know that the lockdown is a tough time for businesses, especially those in the tourism sector, and so we will continue to work hard to support business in the Western Cape with new and innovative ideas,” said Maynier.
e Thekwini doing things differently
Meanwhile, the e Thekwini Metropolitan Municipality has also put creative new plans in place to support the tourism sector in Durban.
e Thekwini Mayor Mxolisi Kaunda said that apart from linking businesses to the tourism relief fund, the municipality will focus on utilising small businesses for accommodation services.
“We will ensure that the municipality's own accommodation bookings will now be directed to small businesses like bed and breakfasts,” said the mayor.
The metro has also introduced a campaign to promote Durban as a safe, clean tourism destination post COVID-19, while creating new tourism packages relevant to the new landscape.
“We are increasing funding to community tourism organisations from R250 000 to R500 000 to market their areas and create new tourism packages.”
National government and other provinces are putting similar measures in place to ensure the survival of South Africa's tourism industry and reposition it for the world after COVID-19.