With the 2010 FIFA World Cup still fresh on the minds of many, the Deputy Minister of Tourism, Tokozile Xasa reminisces about the work done by the tourism industry.
The month-long tournament not only boosted international and domestic arrivals, but the country’s unity and hospitality left a lasting mark on the minds of many who descended on its shores.
“South Africa is one African destination that sets its standards high; it is a world class destination. We don’t compromise,” Xasa told BuaNews, a South African online news service.
The department recently launched a report on cruise tourism in South Africa. The report indicates that the development of cruise tourism as a niche market would enhance South Africa’s reputation as a world class and globally competitive safari destination.
According to the deputy minister, the department recognised cruise tourism as a niche market that could be developed and strengthened in the country.
“South Africans currently use cruise ships as tourists,” she says, adding that the department saw the growing numbers of people using these ships and realised the potential in a market that South Africa had not explored.
“As we further develop the strategy, we are also looking at how cruise tourism could bring tourists into the country. We are looking at tourism contributing to economic growth, therefore being able to create decent jobs and also ownership for South Africans,” she explains.
Several niche markets have been identified by the department, says Xasa. They will form part of the growth and development of the tourism industry in South Africa. They are also partly responsible for driving tourism in many parts of the world.
“We are exploring various avenues to ensure that South Africa becomes globally competitive as a safari destination. We’ve had the exposure of hosting a large number of visitors and through that experience, we learnt about tourist behaviour and in developing these niche markets, we were guided and informed by them and on what their needs are as consumers.”
The niche markets include cultural and heritage, rural, sport, cruise and medical/health tourism. “High on the list of our priorities is cultural and heritage tourism and rural tourism,” explains the deputy minister.
“Cultural and Heritage tourism is one other new way to promote and develop domestic tourism. It means that we will need to get into our communities and create opportunities and platforms for participation for ownership and develop and improve the products that are already there,” she adds.
