OPINIONISTA: SA should focus on the real tourism challenge – visa and domestic travel barriers

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South African Tourism's proposal to spend nearly R1bn sponsoring Tottenham Hotspur has put the sector under the microscope, prompting conversations about how the department spends its money. Nevertheless, focusing on branding is misguided.

listed Cape Town as its top destination in the world to visit. Since then, a number of cities like Johannesburg and Durban have featured on similar lists. These lists — plus the invaluable resource of word of mouth — ensure South Africa remains a relevant tourist destination.

Alternatively, tourists from China, a major source of much-needed tourism revenue, need to apply for electronic visas. Although this process has been simplified, it still requires prospective tourists to submit numerous documents and pay processing fees. Many tourists from elsewhere in Africa face more stringent visa requirements, potentially making South Africa more of an expensive — or difficult — destination to visit than, say, France.

A second structural challenge facing South African tourism is the balkanisation of tourism in Cape Town and Johannesburg — in urban areas — and places like Kruger National Park. Save for the odd guesthouse or the Garden Route, the rest of South Africa mostly remains largely disconnected from tourists and the tourism industry.

Moreover, since South African tourism understandably places great emphasis on attracting international tourists, the features of tourism — hotels, tours, activities and restaurants — are priced too high for South Africans. With the peak tourism season taking place over the December holidays and New Year period, increasing domestic travel opportunities by offering opportunities for South Africans can help sustain various businesses within the industry that struggle for most of the year.

Source: Holiday News (holidaynews.net)

 

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Strange argument - because SA is well known it should not market its brand. The author might want to reach out with advice for the Coca Cola Company.

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