SOUTH African tourism is facing a challenging 2009, but there is no reason to panic according to Moeketsi Mosola, ceo of SA Tourism (SAT).
Speaking in Somerset West at a ‘Back-to-Business’ (B2B) function to kick-start the Cape business tourism year, he said SAT expected tourism growth to slow down to 2,3% this year because of the world economic crisis. Forward hotel bookings for 2009 were down between 25% and 30%. Tourism growth declined from 6,8% in 2007 to 4,3% in 2008, despite 7,8% increased arrivals for the first half of 2008, to reach 5,4m.
“This is no time to panic,” he stressed. “This is a time of opportunity for South Africa to catch up with other destinations. When everybody in the world withdraws (from markets), we must move in,” he said.
Despite the challenges, the first six months would be busy, he said, with an Australian cricket tour to SA in February/March; the SAA Open golf championships in February; a British Lions tour; the Confederations Cup; and national elections, which meant people were travelling around the country and staying in hotels.
Mosola says the 2010 FIFA World Cup in 2010 will be South Africa’s biggest success story since 1994 in terms of marketing and branding the country internationally. He says last year SAT spent R250m promoting South Africa on global television in the run-up to the 2010 FIFA World Cup, with ads flighting on BBC, CNN, Sky News, Sky Sport, Fox TV, Eurosport, National Geographic Channel and selected movie houses worldwide. Government also spent R375m on improving its national star grading system.
He said the legacy of 2010 would be economic growth and improved tourism, communications and social infrastructure; exposure in new markets; better service levels; and the creation of national pride.
It will be a truly African event, unlike any other, selling the humanity, friendliness and warmth of South Africans. The catch-phrase will be ‘Ke Nako’, meaning ‘Celebrate Africa’s Humanity’.
Mosola said a plan existed to maintain the 2010 momentum after the event, focusing on attracting major events of culture, lifestyle and sport. SAT had prioritised soccer, rugby, athletics (including swimming) cricket and golf as major global TV audience attractions. He said SA was bidding to host the Rugby World Cup in 2015, the ICC Cricket Championship Trophy and the Presidents Cup (golf), amongst others.
