A new tourism sector strategy is on its way to Cabinet for approval, Minister of Tourism Derek Hanekom told members of academia and industry attending a research seminar in Pretoria on Friday.

Hanekom shared the new vision with those in attendance. "The vision in the national tourism sector strategy, is a rapidly and inclusively growing tourism economy that leverages South Africa’s competitive advantages in nature, culture and heritage supported by innovative products and service excellence.”

According to the Minister the new strategy, if approved, would be based on five pillars: effective marketing, ease of access, the visitor experience, destination management and inclusive growth.

Effective marketing and visitor experience are intertwined, said Hanekom, explaining that visitors do marketing for destinations while they are having an experience. He added that the sector, needs to improve constantly, guided by research on what people want to experience.

In terms of destination management, he said government has a role to play in improving the infrastructure to unlock the potential of rural destinations, such as the Wild Coast, as well as improving the experience attractions managed by the state, including Robben Island.

He emphasised that there is a need for transformation and that it is important that tourism growth is sustainable and inclusive.

Highlighting the importance of research, the Minister said that policy needs to be guided by research. He also challenged academia to contribute to the public understanding of the value of tourism for all. "We want public to better understand the value of tourism. You can give substance to the message"