In the course of tourism month in September, spring arrived and was welcome after the bitterly cold winter days and nights. Sadly, our tourism industry has not taken the opportunity to transform itself in the same way.
At the same time we were celebrating tourism month, reports appeared about a lodge in Dullstroom refusing to accommodate a black woman who wanted to take a break from city life — just because her surname is African.
It is unfortunate that outfits like this in the tourism industry are slowing down the growth potential of the South African domestic market. Tourism is one of the key growth sectors for the economy. Black economic empowerment is one of the ways of transforming the tourism industry. The drive towards black economic empowerment is informed as much by sound business principles as by moral and political objectives.
The tourism industry needs to transform because it is most certainly the only way to attract new markets and grow the industry. It is a competitive industry and operators which embrace transformation should be able to lead the pack. In fact, such operators have a competitive edge.
Black economic empowerment makes business sense. It is a huge opportunity for the industry. How sad it is to learn that there are places where black Africans are not welcomed.
I would certainly not waste my time looking for accommodation at such places. The power of word of mouth is a powerful marketing channel. The local industry needs to grow by building up a base of local tourists. It is good to have international tourists, but the success of the industry is its domestic market.
According to Statistics SA, the number of foreign visitors to South Africa is dropping. The number of foreign travellers dropped 1,1% from July 2003 to 536 389 in July this year, and more than 380 000 of those travellers came from Africa – most of them for a holiday.
The figures show that the South African tourism industry cannot afford to rely on international tourists alone. If the industry is to survive, it must grow domestic tourism. The ‘Sho’t left†campaign is creating domestic tourism awareness. Increasing this market seriously requires developing similar new products and campaigns that target black South Africans and will compel operators to change their attitudes.
As the Department of Environmental Affairs and Tourism says: â€Tourism is dependent on the social, cultural and natural environment within which it occurs, and its success is dependent upon the environment that it operates within. Good relationships with neighbours and historically disadvantaged communities make good business sense. These relationships need to be based on trust, empowerment, cooperation and partnerships.â€
Companies and operators that have adopted this attitude have strategically differentiated themselves in the industry. Their businesses grow because the fundamentals of the business are in place. And they find the rest falls into place. It is common sense that when tourists feel good about a business it is because the community feels the business is doing a great job. Through word of mouth, the business grows.
The industry needs to embrace employment equity, identifying promising black candidates for management positions. It must be worthwhile for black people to see employment in tourism as a viable future career prospect.
The government has set up policy and a legislative framework for transformation and it is up to business to operate within that framework. Preferential procurement is one of the avenues government can use to enforce changes in behaviour in procurement.
The tourism industry has to rise to the occasion and embrace transformation, not only because it makes business sense but also because it is the only way for it to survive, and hopefully to thrive.
Dante Mashile is communication director in the office of the executive mayor, Mogale City local municipality. He writes in his personal capacity