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Review of SA Tourism

Source: Tourism Update, 20/07/2015


The recommendations of the panel of experts tasked with reviewing SA
Tourism has been released. The recommendations are aimed at
strengthening the SA Tourism`s institutional capacity and guiding its
future strategic direction.
Tourism Minister Derek Hanekom said on Friday he will engage the SA
Tourism Board on the process for implementing the recommendations
aimed at enhancing SA Tourism`s initiatives to market South Africa as
a prime tourist destination.
"The panel`s recommendations will help the country to grow its
competitive edge in the global tourism marketplace, and will also
promote domestic tourism," said the Minister. He was satisfied that
the review panel, which included tourism, governance and marketing
experts, had achieved its objectives and fulfilled its mandate.
The Minister thanked the board, management and staff of SA Tourism for
embracing and participating in the review process. He further thanked
the review panel headed by Valli Moosa for identifying matters for
consideration in moving the organisation forward.
A summary of the key recommendations includes:
• A call for greater collaboration between the private
sector and SA Tourism to increase South Africa`s global tourism market
share.
• The need to innovate and revitalise SA Tourism`s
marketing campaigns to keep pace with a fast-changing marketplace.
Marketing enhancements that are proposed include, amongst others,
enhanced collaboration with Brand SA to collectively promote the
country and a greater focus on domestic tourism.
• A strengthened Department of Tourism is identified as
essential to facilitating effective intergovernmental coordination in
support of the tourism growth objectives.
• Certain aspects of SA Tourism`s organisational
development and design, including the country office model, are
recommended for an in-depth review to enhance the effective delivery
of the marketing mandate.
• A new institutional home is proposed for the Tourism
Grading Council of South Africa.
• Greater resourcing of the research function and an
increased focus on research insights, analytics and market
intelligence is recommended.
Minister Hanekom said a fully optimised SA Tourism was essential for
the transformation and sustainable growth of the sector, and for
tourism to achieve the National Development Goal target of creating
225 000 jobs by 2020.
"It is critical that the tourism sector maintains and grows its global
competitiveness, enabling tourism to continue making its overall
contribution of 9.5% of the country`s GDP and supporting 10% of total
employment," said Hanekom. "I am confident that the expert advice
provided by the panel will help us to make the correct strategic
decisions as we market our remarkable country to the world and provide
our visitors with memorable experiences."


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