South Africa’s Department of Tourism has embarked on the process of developing a comprehensive new Tourism Sector Professionalisation Strategy for the country. The Department, together with development economists Urban-Econ, are engaging with industry stakeholders this week (Monday, May 22 to Wednesday, May 24), to gain inputs on the development of the strategy.

Part of Phase 1 of the strategy’s development, the engagements are taking the form of five online meetings, focusing on various tourism sub-sectors, namely Governance; Accommodation; Travel and Related Services; Hospitality; and Education and Training.

“Tourism professionalisation is an important step towards ensuring that the tourism sector operates in a responsible and sustainable manner and that tourism professionals are equipped with the necessary skills and knowledge to meet the needs of the sector,” said the Department of Tourism.

“Each engagement presents an opportunity for relevant stakeholders to provide input on key issues relating to sector service standards, skills development and training, professional conduct, occupational development, recruitment abilities, and experience expectations.”

Phase 1 of the project will involve an initial environmental scan and the identification of gaps and recommendations. Phase 2 will involve the development of a strategic framework, while Phase 3 will culminate in finalisation of the strategy and a tourism code of conduct.

The sessions kicked off with a focus on Governance on Monday afternoon.

The schedule for Tuesday and Wednesday is as follows:

Accommodation
Date: Tuesday, May 23
Time: 09:00-12:00

Travel and Related Services
Date: Tuesday, May 23
Time: 13:00-16:00

Hospitality
Date: Wednesday, May 24
Time: 9:00-12:00

Education & Training
Date: Wednesday, May 24
Time: 13:00-16:00

Skills shortage concern top of mind

In the first engagement session on Monday afternoon, the shortage of skilled labour, professional skills and conduct was identified as the most pressing challenge to governance of the tourism sector.

In response to a poll conducted during the session, the greatest proportion of attendees (23%), selected labour shortage, skills set and ethics as the most important focus area for governance of tourism, followed closely by professional conduct (19%) and sourcing professional positions (17%).

“Very important is the skills shortage we do experience within the sector and it’s definitely something we need to look at as it is one of the main challenges,” said Elana Theunissen, Tourism Planning and Research Development Economist at Urban-Econ, which has partnered with the Department of Tourism to develop the strategy.

Theunissen pointed to CATHSSETA’s Sector Skills Plan 2020/21-2024/25, which identifies adaptability, advanced computer IT and analytical skills as the three biggest occupational shortages in the sector.

“Adaptability could refer to the ability to adapt to technological advancements and to recover from uncertain events, COVID-19 being an example. There may also be a lack of will and flexibility to adapt to changing times, and a shortage of multi-skilled labour,” said Theunissen.

“Analytically, critical thinking, data analysis and interpretation, and decision-making on data analysis, are other challenges. We will be testing these within the different (tourism) sub-sectors.”

Delving deeper into professionalisation

Key themes for the formulation of the strategy will include customer satisfaction, reputation, competitive advantage, career development, education and training and economic impact.

The strategy is also being guided by best practice case studies from New Zealand, Peru, Jamaica, Bali and Bhutan.

SATSA was invited to sit on the project advisory committee for the strategy from its inception. SATSA COO, Hannelie du Toit, said it was encouraging to see that the Department of Tourism was involving all sectors of the tourism industry from the very start.

“Some people have been concerned that the strategy may already have been developed, but really it is right at the inception, and it is wonderful that the sector is being involved at such an early stage,” she said, stressing the importance of professionalising the industry.

“We need curriculums in place that ensure people are work-ready. A professionalisation strategy helps to chart a more sustainable career path, especially after COVID, when we realised the economic importance of tourism. And having a professional industry also greatly enhances our reputation as a destination.”

*Those interested in attending this week’s remaining Tourism Sector Professionalisation Strategy sessions can email elana@urban-econ.com to request a meeting link.