Barba Gaoganediwe, Head of Destination Promotion and Marketing at the Gauteng Tourism Authority, says tourism routes must not only assist destination immersion but should benefit a variety of local businesses.

“For example, the cycling route in the Cradle of Humankind satisfies requirements other than purely cycling. Situated in a World Heritage Site that is a major tourist area, it has also led to the development of businesses that help repair bicycles or sell pumps to cyclists. As Gauteng Tourism that’s what we’re looking at. We are not only selling an experience; we’re looking at how a route develops the area.

“What’s important is that the route must offer a holistic experience,” says Gaoganediwe. “People often first experience the route as a guided tour because of fear of the unknown, then return to it with friends to share the experience they enjoyed.” Citing the Cradle cycling route, he says: “Tourists take a guided tour to Maropeng in the Cradle of Humankind, discover the cycle route, and return to it with friends to share the experience. This grows the number of tourists to and awareness of a destination.”

A new route under development by Gauteng Tourism, the Jazz Route in Mamelodi, is intended to serve multiple goals. It will include popular spaces for jazz and provide means for local business to assist in sustaining the route. “We are working with local jazz clubs and jazz legends to train dedicated operators and guides from the area for that specific route.”

The same concept will apply to the development of sports routes in the province.

Gaoganediwe says tourists are looking to cover more than one interest when experiencing tourism routes. “Tourists using the City Sightseeing hop-on, hop-off bus tour combine green and lifestyle experiences. They use the bus to experience a combination of the concentrated green space offered around the zoo and through Houghton to Wanderers, as well as the lifestyle offerings in and around Rosebank Mall and Melrose Arch.”