Keynote Address by Minister of Tourism, Ms Patricia De Lille, at the Launch of 2023 Tourism Month held at the Thaba Legae Guest Lodge, Rustenburg, North-West Province.
Programme Director, Deputy Minister of Tourism, Mr Fish Mahlalela, CEOs of Tourism entities, Head of the Tourism Department,
Distinguished guests,
Ladies and gentlemen,
With great pleasure and excitement, I stand before you today at the majestic Thaba Legae Guest Lodge in Rustenburg, nestled amidst the awe-inspiring and picturesque Magaliesberg Mountains.
As we gather here, we are reminded of the transformative power of tourism, albeit at a pace that may not always meet our lofty expectations. However, the sector’s resilience remains undeniable; this lodge is a shining example.
I am grateful to have been warmly welcomed by the visionary founder of this establishment, Millicent Shai. Thaba Legae Guest Lodge began its journey with a humble offering of seven rooms and a 50-seater conference room.
Today, it proudly stands as a 4-Star graded venue, boasting 22 luxurious en-suite rooms, two expansive events halls accommodating 250 guests each, a 120-seat chapel, a bar, a boma, and a refreshing swimming pool with a captivating lapa. Situated just 10 kilometres from the Rustenburg CBD, this serene setting caters to accommodations, weddings, and functions with unmatched charm.
What truly warms my heart is the lodge’s achievement of full sustainability, thanks to Millicent’s unwavering determination and our government’s invaluable support.
Millicent Shai stands as a testament to the success of the Green Tourism Incentive Programme, a vital initiative promoting responsible tourism practices and the sustainable management of energy and water resources.
Launched in 2017, the Green Tourism Incentive Programme (GTIP) is a remarkable initiative managed by the Industrial Development Corporation (IDC) on behalf of the Department of Tourism. This programme provides grant funding to private-sector tourism enterprises, enabling them to invest in energy and water efficiency solutions. By embracing the interventions offered by GTIP, these enterprises prioritise responsible operations and environmental stewardship and enjoy long-term benefits such as reduced operational costs, increased profitability, and improved competitiveness.
Qualifying tourism enterprises under this programme can access a range of benefits, including full funding for resource efficiency audits, whether for new or existing facilities, as well as grant funding for implementing resource efficiency interventions. Small and micro enterprises can receive funding ranging from 50% to 90% of the total implementation cost, with an impressive cap of R 1 million. Additionally, qualifying enterprises have the flexibility to execute projects in phases, effectively managing their cash flow over a two-year implementation period.
Our tourism year has been truly outstanding thus far. We have successfully hosted entire in-person conferences of significant magnitude, including Meetings Africa and Africa’s Travel Indaba. These events have brought together industry professionals and key stakeholders to showcase the best of what Africa has to offer.
Furthermore, our dedicated teams have travelled globally, traversing continents and participating in renowned travel exhibitions and trade shows. From the Arabian Travel Market to the World Travel Market in London, we have tirelessly worked to entice international tourists back to our shores. These global platforms have provided us with invaluable opportunities to promote South Africa’s unique attractions, diverse culture, and warm hospitality to a wide audience.
I recently had the privilege of representing the Government of the Republic of South Africa in Mauritius at the Sixty-Sixth Meeting of the UNWTO Regional Commission for Africa, held from 26 to July 28 2023. The theme of the meeting, “Rethinking Tourism for Africa: Addressing Global Challenges and Promoting Investment and Partnerships,” was both timely and significant.
We engaged in fruitful discussions and exchanges with esteemed representatives from various African nations during the meeting. The aim was to collectively explore innovative approaches and strategies to overcome the challenges faced by the tourism industry in the African continent. We delved into topics such as sustainable tourism development, investment opportunities, and the importance of forging strong partnerships.
All these developments signal the rebirth of tourism, marking a true renaissance period filled with wonder and abundant opportunities. Our world has again opened its doors, inviting travellers to embark on extraordinary journeys and explore the beauty and diversity that awaits them.
The resumption of travel, the revival of major conferences and events, and the tireless efforts of tourism professionals across the globe signify a new chapter in the industry. It is a time of rejuvenation and boundless potential, where we can reimagine and shape the future of tourism.
Ladies and gentlemen, today, as we gather here in the North West to celebrate the launch of the 2023 Tourism Month, we not only showcase the beauty of this region but also honour the remarkable achievements of entrepreneurs like Millicent Shai and her Thaba Legae Guest Lodge. Their success story inspires us, reminding us of the limitless potential within our tourism sector.
As we embark on this exciting month-long journey, let us remain mindful of the importance of sustainable practices, collaboration between the public and private sectors, and the profound impact tourism can have on our economy and communities. Together, we can forge ahead, embracing innovation, diversity, and responsible tourism to shape a brighter future for South Africa’s tourism industry.
Upon assuming office on March 07 2023, I witnessed the winding down of the busy summer tourism season. From December to March, this period welcomes a surge of visitors to our country, seeking the warmth of the sun, the beauty of our seas, and a plethora of unforgettable experiences. South Africa offers an abundance of diverse tourism offerings, from stunning landscapes to vibrant cultural experiences and thrilling adventures.
However, we are committed to doing more to increase tourism numbers and maximise the sector’s contribution to the country’s Economic Reconstruction and Recovery Plan.
In my first 100 days report as the Minister of Tourism, I reiterated how proud I am of the significant progress we have made in various areas to enhance and grow the tourism sector in South Africa.
I have had the opportunity to meet with various tourism stakeholders from across the country to discuss how we can work together to attract even more visitors. The positivity and energy within the sector are truly inspiring. I look forward to meeting with even more stakeholders in the coming months.
Despite the challenges posed by the COVID-19 pandemic, we have achieved remarkable milestones and remain committed to driving further advancements with even greater urgency.
I am delighted to share that our tourism sector is on a rapid path to recovery, as evidenced by the latest statistics from StatsSA.
Between January and December 2022, we welcomed nearly 5.7 million visitors, a remarkable 152.6% increase from the previous year, with 4 million visitors from Africa alone.
In the first quarter of 2023, international arrivals reached 2.1 million visitors, a 102.5% increase compared to the same period in 2022.
Although we have not yet reached pre-COVID levels, we are making significant strides. The African continent has led the way, followed by Europe and the Americas.
I am equally pleased by the domestic tourism numbers. Acknowledging the immense value that domestic travellers bring to our tourism industry is crucial. They form the backbone of any reputable tourism destination. I am thrilled to share some remarkable statistics that underscore the extraordinary growth we have witnessed in domestic tourism.
During the first four months of 2023, we experienced a striking surge in domestic overnight trips, surpassing even the pre-pandemic levels of 2019. The numbers speak for themselves, with a staggering 30.8% increase from the previous year, amounting to an impressive 11.9 million trips. These travellers collectively spent 30.1 million nights away from home.
However, it is interesting to note that the average length of stay has decreased by 7.1% to 2.8 nights, indicating a growing trend of more frequent, shorter trips taken by our domestic tourists. This shift highlights a desire for more expeditions and quick getaways.
But it doesn’t stop there. Day trips have also seen a significant boost, soaring by 16.2% to a remarkable 50.5 million in the same period.
Ladies and gentlemen, unlocking the Tourism Equity Fund (TEF) has been a momentous achievement. Overcoming legal challenges, we are now finalising the criteria and concept for TEF applications, ensuring accelerated sector transformation within the boundaries of existing legislation. This will provide crucial funding opportunities to facilitate increased black ownership and support small to medium enterprises in the tourism sector.
Infrastructure development remains another critical focus area. We recognise its importance in creating an enabling environment that enhances the visitor experience. We are improving project implementation through diligent review and alignment of agreements with the Development Bank of South Africa (DBSA).
In the current financial year, we have a robust plan to complete 25 infrastructure maintenance projects and 29 community-based projects, further bolstering tourism infrastructure nationwide.
Ensuring tourism safety is of utmost importance. We are actively implementing the 2018 National Tourism Safety Strategy and deploying 2,215 Tourism Safety Monitors to hotspot areas. Collaborating with the private sector, we are enhancing safety measures, and the upcoming launch of the Secura Tourist Safety App will further contribute to the safety and well-being of both local and international tourists.
I am pleased to reemphasise that policy continuity is the mantra of this administration. Our approach to converting the Tourism Sector Recovery Plan into the Master Plan is a crucial step forward. We have already initiated the alignment process, and our policy team is currently finalising the first draft of the Master Plan this year. This comprehensive plan will serve as a blueprint for our tourism sector’s future growth and development, ensuring its sustainability and competitiveness.
Today marks a significant milestone as we launch the 2023 Tourism Month, signalling a new era in the post-COVID-19 world. We anticipate a remarkable surge in tourism numbers, with expectations of a threefold increase compared to last year’s period. It is worth noting that domestic tourism has already surpassed the 2019 figures, showcasing a true renaissance in this sector. We moved beyond the initial bounce-back stage and entered a new era of growth and revival. We are truly living in an extraordinary time of growth and opportunity.
In our nation, Tourism Month is celebrated throughout September, aligning with World Tourism Day. Its purpose is twofold: to create awareness about the importance of tourism to our economy and to encourage South Africans to explore the beauty of our country through domestic travel. It is also an opportunity to showcase the diverse tourism offerings of South Africa to international visitors, inviting them to experience our warm hospitality and the ground-breaking talents embodied in Ubuntu.
At the heart of Tourism Month lies the renowned Sho’t Left Week. Revived in December 2017, the Sho’t Left campaign has inspired various population segments to embark on memorable holiday trips within our captivating country. This campaign has effectively presented a wide range of affordable and desirable experiences in a clear and accessible manner, aiming to create a sense of urgency among travellers to explore South Africa and transform their inspiration into action. It calls upon all South Africans to embrace an All Access Pass to authentic South Africa and relish its offerings.
South African Tourism has collaborated with and educated diverse distribution channels, both traditional and non-traditional, to encourage the packaging and promotion of value-for-money deals. Comprehensive content on holiday activities has been provided to ensure a seamless and enriching travel experience.
This year, the Sho’t Left Travel Week will take place from the 4th to the 10th of September 2023, offering an incredible opportunity for South Africans to discover and travel within their own country. The campaign will spotlight the richness of our people, talents, cultures, and places, enabling locals to uncover and appreciate the vibrant tapestry that makes South Africa genuinely exceptional.
Throughout this week, a multitude of discounts will be available, including up to 50% off on travel experiences, accommodation, historical tours, and cultural excursions.
These discounted rates inspire locals and boost the tourism industry, supporting businesses and communities. It strengthens our domestic tourism sector and showcases the beauty of South Africa to the world. Through domestic travel, we become better hosts and true tourism ambassadors, continuing to offer exceptional travel experiences to international wander-seekers.
I urge fellow South Africans to take advantage of these incredible deals and embark on your Sho’t Left adventure. Visit www.shotleft.co.za for information and bookings. Explore the platform, seize opportunities during the Sho’t Left Travel Week, and uncover hidden gems within our borders.
Programme director, as we gather here today to celebrate the launch of Tourism Month in 2023, it is essential to recognise the key impediments that have impacted local travel in our country. These challenges have shaped the landscape of our tourism industry and require our attention as we strive to create a vibrant and resilient sector.
One significant impediment is the global economic impact of the Russia-Ukraine conflict. This conflict has resulted in rising fuel prices, which have ripple effects on businesses and consumers, including the tourism sector. The increased costs associated with travel have posed challenges for both tourists and industry players.
Moreover, the uncertainty surrounding South Africa’s position on the Russia-Ukraine conflict has added to our complexities. While our country is committed to diplomacy and mediation, our stance on UN resolutions and sanctions remains ambiguous. This uncertainty can affect the tourism sector and requires us to navigate the resulting challenges.
In addition, the tourism sector has experienced some instability. The industry may have uncertainty with the appointment of a new Minister of Tourism, an interim board for South African Tourism, and an interim CEO. We must address these concerns and ensure stability, as they can impact decision-making and long-term planning.
The lingering effects of the COVID-19 pandemic continue to affect international tourist arrivals. While we have seen a gradual recovery in the first quarter of 2023, our numbers remain below pre-pandemic levels.
High fuel prices and a weak currency have also posed significant obstacles to local travel. The increasing fuel cost has impacted business operational expenses and made travel more expensive for tourists. This challenge is exacerbated by a weak currency, contributing to higher fuel prices despite relatively modest crude oil costs.
Furthermore, inflation and rising interest rates have impacted the tourism industry. South Africa has experienced high inflation rates and elevated food inflation, putting additional strain on businesses and consumers. The increases in interest rates aim to control inflation but can have consequences for borrowing costs and consumer spending.
Ladies and gentlemen, the challenges in the airlift resulting from the liquidation of Comair, a major domestic airline, have directly impacted travel affordability and options for our valued travellers. This gap in the market has led to higher airfares and reduced flight choices within the country. While the restart of South African Airways (SAA) on a smaller scale offers some alternatives, it is important to note the limitations on routes and destinations. Since its restart in September 2021, the “new” South African Airways operates only nine aircraft, serving two domestic routes and expanding to ten African destinations, including Accra and Mauritius.
Moreover, the issue of Eskom load-shedding poses a significant challenge for the tourism industry. Power outages can cause inconvenience to tourists and disrupt their travel arrangements, potentially resulting in flight cancellations and other logistical issues.
I am pleased that our energy policy is now certain, and I assure you that the Minister of Electricity is fully committed to tackling the challenges head-on. He is equal to the task and diligently working towards sustainable solutions.
However, these impediments create a challenging environment for local travel in 2023 and beyond. The tourism industry and stakeholders must navigate and mitigate these obstacles effectively.
If we collectively address these challenges head-on, we can create a resilient and thriving tourism sector that offers exceptional experiences to both domestic and international tourists.
Ladies and gentlemen, it would be remiss of me if I didn’t amplify South African Tourism’s current marketing campaign, aptly dubbed “Exceptionalism.” This campaign embodies the spirit of inspiring new ways and aims to evoke a sense of joy and delight among visitors to South Africa. We believe in providing transformative experiences that leave our guests feeling elated during their stay and fulfilled as they depart.
The campaign encompasses all six pillars of South African Tourism, offering a “Mile-Wide” range of experiences. From wildlife safaris to active adventures, scenic outdoor explorations to vibrant city lifestyles, coastal beach getaways, to immersive cultural encounters, we have curated sensory delights that capture the essence of our diverse nation. Our music, arts, creativity, passion, beauty, and cuisine come together to create unforgettable moments for our explorers.
At the heart of our campaign lies Ubuntu, the authentic spirit that defines us as a nation. Our genuine warmth, hospitality, and humanity towards others make us who we are. We welcome our guests with open arms, treating them as a family rather than mere travellers. The experiences and interactions with our people, from those employed in the travel and tourism industry to the everyday individuals encountered while traversing our country, reflect our unique warmth, kindness, generosity, and soul.
Sustainability is a core principle woven into our campaign. We believe in sustainable tourism and sustainable living in the truest sense. Our human experience is integrated with our natural environment, embracing a harmonious coexistence rather than a conflict with nature. Our rich biodiversity, high species endemism, wildlife conservation efforts, urban green spaces, and sustainable tourism practices all contribute to the preservation and empowerment of our communities. We have been recognised with prestigious awards, such as the Global Responsible Tourism Awards, honouring our commitment to responsible and ethical tourism practices.
Freedom is a theme that resonates deeply within South Africa. We celebrate the multifaceted freedoms and unique openness that can be experienced here, in contrast to the restrictions in many other destinations. This theme takes on added significance as we approach 2024, with its historical and narrative relevance to our country. We embrace the notion of “Born Frees,” honouring the stories of young South Africans who break new ground and embody the spirit of freedom in their own unique ways.
In South Africa, we cherish the values of free movement, expression, association, and the freedom to be one’s true self. We are proud to be a beacon in Africa for LGBTQ+ rights, offering wide open spaces and broad open minds for all to embrace.
Diversity and inclusivity are fundamental pillars of our campaign. We celebrate our country’s richness, from its people and cultures to its landscapes and wildlife. We aim to be open and welcoming to all visitors, regardless of background or identity. We strive for authentic diversity, creating inclusive experiences and offerings that cater to the needs of every traveller. Through initiatives and a commitment to inclusivity, we work to counter biases and prejudices in the tourism sector, ensuring everyone feels welcome.
Lastly, our campaign showcases the innovative spirit that thrives in South Africa. We have a wealth of homegrown technologies and inventions spanning communication, finance, science, medicine, arts, conservation, and more. Our state-of-the-art travel and tourism facilities and venues reflect our commitment to innovation and providing cutting-edge experiences for our guests.
As I conclude this momentous Tourism Month 2023 launch, I am optimistic and excited. Let us heed the call to action: Inspiring New Ways. Explore, delight, and find joy in the exceptional experiences of our own backyard. Seize the opportunities of the Sho’t Left Travel Week for transformative journeys. Be ambassadors of our remarkable nation, sharing your stories and showcasing the true spirit of South Africa.
Thank you for your unwavering support. May Tourism Month 2023 be a catalyst for a brighter future of exploration and transformation?
I thank you.
Website by daniellehitchcock.me