South Africa has, per capita, more embassies and consulates worldwide than any other sovereign state. Most of these institutions have an Economic or Tourism section and each section has one or more staff responsible for this sector. Their job description is to develop, foster and encourage trade between South Africa and the host country.
Tourism, one would think, should be an important aspect of the daily activities taking place. What an opportunity for the travel industry to have such a vast marketing tool to boost our economy, increase tourist arrivals and create jobs. Somehow I feel this opportunity has been, to a degree, wasted. I say this for the following reason.
In November I usually plan my marketing strategy and budget for the period starting March next year. For whatever reason I have decided to do something I stopped doing many years ago. I have decided to revisit some targeted markets and go and make some new product updates and sales calls. I wrote to 30 SA embassies and a further 15 consulates around the globe. I made a simple request for some information that would help me make some decisions and plan my overseas marketing excursions. (I used to do this regularly in Europe back in the Nineties and received unbelievable assistance from the various SATOUR staff.)
My request for information fell on mostly deaf ears. Of the 45 requests I made, four replied with the information I asked for. (Thank you, Belgium, Argentina, Australia and Austria for doing your job.) I wrote to 10 SA Tourism offices, but unfortunately they fared no better. I got a positive reply from one. (Thank you, Germany.) What of the rest? An opportunity lost perhaps.
It would be too simplistic to claim that our officials are lazy or incompetent. It would be too simplistic to claim that the Minister of International Relations is incompetent. Perhaps the tourism industry needs to take some of the blame and get more involved. Organisations such as SATSA, SA Tourism, Fedhasa, Tourism Business Council and the private sector can help provide our overseas officials with the necessary tools and skills. Many of these officials might not have any tourism background and experience. It requires mentorship and input from all of us. There is a huge opportunity out there. Let us make maximum use of it.
