- The tourism sector is in decline due to concerns of safety and security
- The Minister of Tourism believes a strong marketing strategy can increase visitors to South Africa
- A target of 21 million by 2030 has been set by President Ramaphosa
Minister of Tourism Mmamoloko Kubayi-Ngubane is worried about the recent decrease (2.1%) in tourists arriving in South Africa from January to September 2019. One of the most concerning factors for the decrease is the effect of safety and security.
Briefly.co.za discovered that European and Australian tourists were the largest portion of those scared away from visiting South Africa, however, tourists from the Middle East, Aisa, Central America, South America and North America visited in larger numbers.
Kubayi-Ngubane believes that a strong marketing strategy will help improve tourist numbers according to fin24.com.
Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa (TBCSA) said:
"The latest numbers reflect what we have been cautioning about since last year, namely that forward bookings are down, despite some markets remaining resilient. We will respond to return confidence in the market," he said.
"Now it is time for the public and private sector to get together to achieve our goals of growing the tourism industry. We now know where the cracks are - like safety and security - and we have to now move with speed. The TBCSA is always ready to get to work."
According to Tshivhengwa, a marketing strategy needs to address the issues of branding, such as the scrapping of birth certificates for minors.
"We need to be competitive in presenting our tourism case. It will take hard work," he added.
Kubayi-Ngubane has a high target to achieve, 21 million arrivals by 2030, what this means in real terms a 6% compound growth.
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