LILIZELA TOURISM AWARDS FOR THE BEST OF THE BEST

THE BEST OF the best in the tourism sector were celebrated at the glittering Lilizela Tourism Awards in Johannesburg this week when awards were presented to the men and women who keep the South African flag flying high through service excellence in tourism.

The awards recognise and reward tourism players and businesses who work passionately and with pride to deliver worldclass services and whose delivery grows South Africa’s global destination competitiveness.

For every tourist visiting South Africa, the one thing that would make them return after they have enjoyed our scenery, world-class infrastructure and the cultural and adventure activities we have to offer, is excellent service.

Service excellence is everything in today’s global tourism environment and is everybody’s business. The way we deliver service to a visitor, from a shop owner who welcomes tourists with a smile to an ordinary citizen who gives a tourist direction or recommends a great restaurant, can make or break a destination’s reputation. Tourism is one of the engines of South Africa’s growth.

The government aims to increase tourism’s contribution, both directly and indirectly, to the economy from the 2009 baseline of R189.4 billion (7.9 percent of GDP) to R499bn by 2020.

South Africa plans to grow tourism by allowing travellers to move more freely and efficiently through measures including e-visas, regional visa schemes, and visa waiver programmes between key source markets.

Service excellence should not only be the concern of tourism businesses. It is important that all South Africans understand the value of tourism to the local economy and ensure that tourists feel welcome in our country.

It is not just international tourists who should benefit from higher levels of service either.

The domestic market is equally important: in fact it is a pivotal part of the tourism sector.

While domestic tourists have the option of travelling outside the country, it is in our interest to ensure that travelling domestically remains their first option. They need to know that they can get good value-for-money holidays right here at home, while having a great time and receiving top-notch service.

Phindile Makwakwa is the acting chief executive for Tourism Kwazulunatal