Theme: Building a service excellence and an inclusive tourism culture and partnerships in tourism for 2010 and beyond
It is my great pleasure to welcome you to the 8th Annual National Tourism Conference. I am particularly proud, as this year it is held under the auspices of the brand-new national Department of Tourism, which was created following the national elections in April this year.
The formation of this stand-alone department is testament to our government's bold vision for the growth and development of the tourism sector, and tourism’s fast-growing contribution to economic growth, human development and the creation of decent jobs.
Though not immune to the global economic downturn, tourism has so far resisted the financial crisis better than many other sectors, such as construction, real estate and car manufacturing. South Africa recorded 9,5 million arrivals in 2008, which constitutes an increase of 5,5 percent compared to 2007.
This growth was significantly better than the global average of two percent. Foreign direct spend grew by 23,4 percent from R60,1 billion in 2007, to R74,2 billion in 2008. Total revenue generated by tourism in 2008 also showed an excellent growth rate of 23,5 percent.
But we also know that the tourism industry is an integral part of the global economy. It therefore follows that the tourism industry in South Africa has also been exposed to the global volatility. The numbers for this year are therefore bound also to reflect the international trends that put arrivals, occupancy and spend under pressure.
As a global industry, it is becoming increasingly important that we apply our minds to a coordinated response as public and private sectors, and within and between countries and regions. As a global community government and industry we must work together in order to build greater resilience and explore new frontiers to grow and develop the sector.
South Africa’s candidacy as UNWTO Executive Council Member
I am very proud to announce that, at the 18th General Assembly of the United Nations World Tourism Organisation (UNWTO) held in Kazakhstan earlier this month, South Africa was elected to the Executive Council of the UNWTO as an African representative.
Our election follows an absence of ten years from the Executive Council. During this four-year term, South Africa will use its position to advance Africa’s development agenda and the objectives of the New Partnership for Africa’s Development (NEPAD). We will also actively work towards the realisation of the Millennium Development Goals (MDGs), because we, as an African country, regard tourism as pivotal to unlocking greater economic growth, infrastructure development, trade promotion and job creation on our continent.
Hosting the first meeting of G20 Tourism Ministers
In Kazakhstan, the ministerial representatives from the G20 countries also met to discuss tourism's contribution to the economic stimuli required for the recovery of the global economy. It was agreed that tourism should be further mainstreamed in global economic decision making.
Against this background, South Africa’s offer to lead and host a first meeting of the G20 tourism ministers was welcomed. I can today announce that this meeting will take place from 22 to 24 February 2010 in Gauteng under the theme "Travel and tourism: Stimuli for G20 economies."
The international community has undertaken a number of significant steps to mobilise a global response to the unprecedented challenges brought about by the current global economic crisis. Indeed, the G20 has played a central role in these global efforts, and has convened three high-level meetings to discuss the scope of strengthening economic cooperation on a range of key issues affecting the global economy.
Likewise, the UNWTO has called on world leaders to take stock of how tourism and travel could be positioned as an important catalyst to boost this global effort. As the new UNWTO roadmap for recovery report adopted in Kazakhstan highlights, there is growing evidence that tourism and travel could make a valuable contribution to the process of global economic recovery, which will include amongst others rebuilding consumer confidence, stimulating source markets and, in the longer term, supporting the transition to a greener economy.
The new UNWTO roadmap to recovery recognises the fact that tourism is one of the world's top job creators (providing 75 million direct jobs worldwide) and that it drives the viability of many small and medium enterprises.
Tourism provides fast entry into the workforce, particularly for youth and women in urban and rural communities, and it is a lead export sector, comprising 30 percent of the world’s export services, and up to 45 percent of the total service exports of developing countries. I am very pleased that South Africa will be able to play a meaningful role in the process to discuss and develop global strategies to meet the challenges of the global economic downturn, and to seize the opportunities of the global economic recovery.
UNWTO/South Africa International Summit
Let me turn to the World Cup. We know that we, as a developing country, cannot afford to have underutilised infrastructure after the World Cup and we understand that we must plan ahead to make sure the huge infrastructure and skills investments do not go to waste.
It is with this in mind that I can today also announce that our department will, in cooperation with the Department of Sport, host a UNWTO/South Africa Summit on Tourism, Sport and Mega-events from 24 to 26 February in Sandton. The summit will be held parallel to the annual meetings Africa, Africa’s top business tourism exhibition hosted annually by South Africa tourism. Our international media partner for the event will be CNN.
The summit will provide a forum to consider the impact of mega-events particularly sports, cultural and entertainment events, business tourism, international conferences and major exhibitions from a tourism perspective.
It is highly relevant because of the positioning of such events in the national development strategies. It is prompted by the growing number of such events at a global level, and the economic, social and environmental consequences for host nations. In addition, these events entail massive multimedia opportunities, which can be used amongst others to brand nations and promote exports.
We need to learn from this and use it as a platform to plan for the era following July next year for the benefit of the country and Africa. I believe this summit will help us to do so. It will help us to chart our future strategy for major event-driven tourism, including sport and business tourism, in South Africa.
Service excellence and accessibility
Finally, ladies and gentlemen, I would like to reflect on the importance of service excellence in our industry, and the accessibility of our tourism products to ensure sustainable growth. We understand that developing recognised tourism icons alone will not be enough to achieve our long-term growth targets. I believe we must pay more attention to service excellence in particular, as ultimately, it is visitors’ experience in our country that will make them want to return or not.
It is for this reason that our department has partnered with the Tourism Business Council of South Africa to implement a service excellence initiative. A presentation on the progress of the initiative will be made during the latter part of this conference.
In terms of accessibility, our industry should also focus on making all our products accessible to all visitors, including those with disabilities. The right to enjoy tourism is an equal right for all. The issue of accessibility is not only an issue with great social dimensions and consequences. Also from a financial perspective, individuals with disabilities represent a large and developing market for the tourist industry.
In Europe alone, it is estimated that more than 40 million consumers with disabilities could travel and use tourist infrastructure, if these were accessible. South Africa has all the capabilities to attract and absorb this large tourist clientele. I hope and trust that this matter will be dealt with in a serious manner, in order to ensure that all of us in the private and public sectors work towards accommodating all tourists.
Conclusion
Ladies and gentlemen, next year, South Africa will be hosting the one of the biggest sporting spectaculars in the world. I know we have all been working very hard to make it a success and I also realise that the next few months will be challenging, but our industry and country will reap innumerable rewards.
We are also looking forward to making available for public comment our first ever national tourism sector strategy early next year. The strategy will be the result of a process of consultation with the industry, amongst others during our stakeholder engagements during July and August. Never before we had such an overarching plan for the entire tourism sector, and I am confident that the new strategy will be a comprehensive roadmap for our industry’s growth.
I would like to thank each and every stakeholder in this industry for constructively engaging with us, and I invite you to join us in striving towards a new era of tourism growth and opportunities.
I know we will achieve our vision if we, as a South African industry, continue to work together in the spirit of shared learning and towards a greater goal, namely growing tourism for the benefit of all South Africans. We are also unlocking exciting international cooperation and leadership opportunities. I look forward to our continued partnership.
I thank you.
For further information contact:
Ronel Bester
Cell: 083 242 7763
E-mail: rbester@tourism.gov.za
Lizzy Suping
Cell: 083 758 0553
E-mail: lsuping@deat.gov.za
Issued by: Department of Tourism
30 October 2009
