What Does South African Tourism Do?
What Does South African Tourism Do?
South African Tourism advertises South Africa as a year-round, all-season tourism destination, emphasizing that when you travel there, you’ll not only see the country but also get to know its people and surroundings.
South Africa has come a long way from merely providing wildlife-related tourism experiences to welcoming the globe to its heritage, culture, cuisine, and adventures.
By showing visitors their way of life, who they are, and how they interact through marketing activities, South African Tourism establishes an emotional connection with them and invites them to come meet and interact with them in person.
Why tourism?
Tourism can be an engine of growth, capable of dynamizing and rejuvenating other sectors of the economy. There are eighteen good reasons why. Consider that:
- Tourism represents a significant opportunity for South Africa
- Tourism is the world’s largest generator of jobs
- Tourism can provide immediate employment
- Tourism is labor-intensive tourism employs a multiplicity of skills
- The tourism industry creates entrepreneurial opportunities
- Tourism brings development to rural areas
- Well-managed tourism is kind to the environment
- Tourism builds cross-cultural relations and is a vital force for peace
- Tourism is a final good
- Tourism is a foreign exchange generator par excellence
- Tourism brings a ready market
- Potential to influence visitor tastes and create export markets
- Tourism demand is continuous
- Tourism has a multiplier effect
- Enormous potential for linkages
- South Africa is already a global leader in ecotourism
- Limited exploitation of the tourism potential
ROLE OF TOURISM IN SOUTH AFRICA
Tourism potential
South Africa’s resource base for tourism is phenomenal with a population of over 41 million and a land area of 1.27 million sq. km (almost five times the size of the UK). The diversity of the nation contributes to its tourism appeal. Some of the characteristics that make South Africa an immensely alluring travel destination are as follows:
Accessible wildlife, diverse and stunning scenery, untamed wilderness areas, diverse cultures (particularly traditional and township African cultures), a generally warm and sunny climate, no “jet lag” from Europe, a well-developed infrastructure, and essentially endless opportunities for special interest activities like whale watching, wild water rafting, hiking, bird watching, bush survival, deep-sea fishing, hunting, and diving.
Role in the Economy
At the moment, South Africa’s economy only partially depends on tourism. A 1994 assessment by the Economist Intelligence Unit places the value added of tourism in South Africa at no more than 2% of GDP. According to Kessel Feinstein and SATOUR, the tourism industry contributed just about 4% of the GDP in 1995, which is incredibly little by any measure.
The World Travel and Tourism Council estimated that in 1995, tourism contributed 10.9% to the GDP of the world economy; 10.5% to the US economy; 13.4% to the European economy; 12.3% to the British economy, and 31.5% to the Caribbean economy. SATOUR estimates that 480,000 jobs are directly and indirectly created by tourism. Tourism is the fourth largest earner of foreign exchange in South Africa.
Recent performance
The South African tourist business places a special emphasis on domestic travel. As previously unknown populations start to travel and become tourists, this industry will expand. The South African tourism business also heavily depends on international travel; passengers arriving from outside Africa by plane typically spend R14,000 (flight included).
Why is Tourism to South Africa so popular?
Many would-be tourists find “Africa” to have a seductive allure, and South Africa’s reputation as a place that offers such a wide range of breathtaking vacations and experiences throughout the year, combined with its First World infrastructure, continues to draw more and more tourists to its excellent shores.
Why does the world value South Africa?
South Africa is a middle power in world politics; it has a considerable regional influence and belongs to both the G20 and the Commonwealth of Nations. It is a developing nation with the 7th highest Human Development Index score on the continent, placing it at 109.
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