By Philip Mwakio
In Durban, South Africa
As the local tourism industry reels from the effects of poor funding by the exchequer, South Africa is going full throttle to woo the rest of world to visit the rainbow nation.
South Africa’ Tourism Minister, Marthinus Van Schalkwyk, told delegates attending this year’s Indaba — the largest tourism travel fair in the continent — that they have 218 million rand (Sh2.2 billion) at their disposal to promote South Africa to the rest of Africa.
To date, the total South African tourism budget stands at 668 million rand (Sh6.94 billion)
“We are looking beyond the traditional source markets and our emphasis is on Africa itself, where there lies great potential,” the Minister spoke at the Chief Inkosi Albert Sisulu, Conventional Conference Centre, in Durban.
“Competition is the name of the game,’’ he stressed.
He lauded competition, saying it brought about the best in everyone. But he also stressed that cooperation is some areas is urgently needed, especially in the African continent.
Remove barriers
“Here, we have to work together to remove barriers to international travel and tourism,’’ the Minister said.
The Minister noted that they aim to reach a target of 15 million international arrivals by the year 2020. And this goal will rely largely on tapping the African market. To this end, the country will open up five new offices in the region in the next three years to spur marketing of South Africa.
And the country also unveiled a new slogan — ‘Whatever you are looking for, it is here in South Africa’ — which will be used in the marketing efforts.
Boost comfort
The South African Minister also said that there was need to harness technology so as to ease tedious processed and boost comfort in the travel industry.
“By 2020, I am convinced that we will have implemented a system of e-Visas that will improve security while also facilitating hassle- free travel,’’ he said.
Van Schalkwyk maintained that South Africa would work with like-minded partners in other long haul destinations to fight the aggressive unilateralism with which new taxes on international tourism are being imposed.
“We must unlock the benefits of our aviation in the continent, create space for the new model low cost airlines and advance competition in the skies,’’ he said.
Meanwhile, the CEO of 1time company, a low cost airline which also has services from Johannesburg to Mombasa, Blakcy Komani said low cost airlines are prepared to work with the travel trade for the mutual benefit of all stakeholders.
