Programme director
Stakeholders from the tourism industry
Dignitaries present
Ladies and gentlemen
All protocol observed
We wish to express to express our profound gratitude to all the stakeholders in the tourism sector who have taken time off from their busy schedule and gathered with us this morning to witness the unveiling of a programme which we have no doubt that it will contribute to our efforts of putting KwaZulu-Natal on the global tourism map.
Programme director, we believe that today is a historic day not only because it has brought together a whole spectrum of stakeholders in the tourism value chain but also because today we are taking yet another gigantic leap to ensure that KwaZulu-Natal becomes a destination of choice for tourists.
We meet today as the world is recovering from the biggest economic meltdown which had a devastating effect on the multi billion rand global tourism industry. It is a known fact that when the economic wheels grind slowly, the tourism industry is among industries which feel the pinch because it is depended on the disposable income.
Because of this, programme director, it follows than that tourists during these difficult times when the global economy is still on the mend, would rather invest in tourist destinations where they know that they would not only get value for money but that they will have an experience of a lifetime.
Research has shown that high levels of customer service are directly linked to strong customer satisfaction. In a world where all countries are constantly reviewing and re-evaluating their strategies in order to increase their share of the global tourism cake, service excellence has assumed critical importance.
It is therefore critical that at all times as the province of KwaZulu-Natal we should come together, take stock of what is happening in the global tourism arena and the latest trends, with a view to sharpening our own strategies to increase the number of tourists visiting our province.
Currently, programme director, our province of KwaZulu-Natal, at 33 percent, is the net attractor of domestic tourism. Our province also attracts 1,3 million in bound tourists. However, we believe that we still have to realise our full tourism potential. The stark reality is that, given the intense competition from other provinces and from other countries, we need to up our game in order to increase our tourism share.
As all of us know, we also meet today with 59 days left before our country hosts the biggest sporting extravaganza on earth. The reality, programme director, is that stripped of its sporting fanfare, the 2010 FIFA Soccer World Cup is essentially about fans visiting our country and the country at the centre of the world's attention. It is about the human experience which is at the centre of the essence of tourism.
This means that, programme director, once the last whistle has sounded, victory lap performed by the champions, the success of the 2010 FIFA Soccer World Cup will be measured by how many people visit the country and the province after this soccer spectacle.
It is because of this reason that that our province, which always strives to maintain its competitive edge by coming up with innovative programmes aimed at improving the experience of tourists visiting our province, has come up with a programme called Tourist Buddies.
Programme director, this programme targets all the sectors which have a direct interface with tourists. As part of this pioneering programme, we have teamed up with companies in the hospitality industry, service stations, fast food outlets, car guards, etc. who have signed with us to have their staff members trained so that they can enhance the experience of tourists visiting our province.
It is our fervent belief, programme director, that these "tourist buddies" embody a spirited community attitude towards enhancing the tourist's peace of mind as a result of an effective, affordable and community coordinated response to the needs of a tourist.
As explained, programme director, tourist buddies will be tasked with offering tourists an unforgettable experience. This may be in the form of a warm and friendly welcome; offering assistance to tourists with information regarding; directions, description of places to visit, entertainment areas and general attractions, tips on health and safety issues and referrals to emergency services.
In broad terms, the objectives of the programme are:
* To enhance a visitor experiences through authentic and positive interaction with locals and encouraging a positive word of mouth promotion of KwaZulu-Natal as a destination of choice
* Providing a friendly and personal tourism information service to visitors that will make the visit to KwaZulu-Natal a unique and memorable one during the world cup and beyond
* To foster the spirit of unconditional, collective hospitality in KwaZulu-Natal by improving the service standard nationally through training, and creating awareness of the importance of the individual's role in their place of work and as ambassadors for their community and for KwaZulu-Natal
* To establish partnerships with industry in service excellence and promotional welcoming campaigns and provide relevant information on tourists expectations and needs
* To package useful information ("know your country know your city" and tourists expectations) to the tourism buddies in a form which can then be used past 2010.
On completion of the programme, participants will be able to:
* understand why tourism is important to South Africa as a country and KwaZulu-Natal as a province
* understand the power of personal word of mouth and feedback on a destination
* know what is a quality visitor experience and the impact it has on our economy
* understand how "attitude" impacts on interpersonal skills and what this means to visitor attraction.
The success of the tourist buddies programme depends on the uptake and the support from the industry. It is the industry, in partnership with government, which needs to sustain the programme. The value proposition from our side is that we will lead the communication and marketing campaign around the programme such that it becomes a selling point for our tourism offerings. Together we need to build this brand and make it instantly recognisable to tourists.
It must become a reference point for all tourists. All the industry players (both direct and indirect), will then reap the rewards of being associated with a brand that personifies customer service, service excellence, etiquette and reliability.
Programme director, we have no doubt that the launch of the tourist buddies programme heralds the opening of a new chapter in the province of KwaZulu-Natal. This, programme director, shows what can be achieved when all the stakeholders in the tourism arena come together to improve our strategies to attract more tourists to the province.
We want to salute all the stakeholders who have heeded our call to partner with us in this venture. In particular, we want to thank Standard Bank which has pledged R50 000 towards this programme. We have no doubt that more stakeholders will join hands with us and that this programme will increase the number of tourists visiting our province.
This is indeed a momentous occasion. We have a collective responsibility to ensure that the programme becomes a success for, through it, we will have a competitive edge over our competitors. The culture of service excellence will become the norm rather than exception. Working together, we are convinced, that this day will be remembered for revolutionising the tourism sector. Let us go out there and be good tourist buddies.
I thank you.
Issued by: Department of Economic Development and Tourism, KwaZulu-Natal Provincial Government
12 April 2010
Source: Department of Economic Development and Tourism, KwaZulu-Natal Provincial Government (http://www.kznded.gov.za/)
