The tourism industry mourns the death of tourism industry stalwart, Anitha Soni, aged 57. Soni had been unwell since September last year. Her husband Advocate Vas Soni resigned from his post in February this year in order to provide support and to spend more time with her and their children.
Soni graduated in hotel management in 1978. She was chosen to participate in the US-SA Executive Leadership Development Program (USSALEP) in Boston, USA. In 1989, she founded ASA Tourism Services Group.
Soni had extensive knowledge of the tourism industry and held several executive management positions in SA and the USA. She lectured and trained many of today’s leaders in the SA tourism industry.
Soni served as special adviser to the Minister of Environmental Affairs and Tourism and offered her expertise for the drafting of the South Africa’s National Tourism White Paper. She developed the tourism branch within the then Department of Environmental Affairs and Tourism and acted in the capacity of Deputy Director-General of DEAT.
She was instrumental in setting up key tourism institutions and agencies, including South African Tourism, KZN Tourism Authority, Durban Africa, Tourism Grading Council and the Tourism Enterprise Programme. She was also chairperson of Brand South Africa from 2009 to 2012.
President Jacob Zuma has extended his heartfelt condolences to the family of Soni. He said: “Soni has played a meaningful role in promoting the country locally and abroad as chairperson of Brand SA and also as a tourism entrepreneur. She loved her country and was always ready to perform any task aimed at promoting investments, growth and job creation. She is gone too soon.’’
“Today South Africa has lost a passionate and committed brand ambassador. Soni was a patriot in the true sense of the word, she used her innate skills and ability to serve our country,” says Brand South Africa’s Chairman, Chichi Maponya. “Under her leadership as Chair of the Board, Soni led the rebranding of the then-International Marketing Council (IMC) to Brand South Africa. It was also during her tenure that Brand South Africa began to focus on the domestic market as well as international. This was based on the understanding that a successful nation brand is built by citizens of the country, from the inside out.”
Collin Thaver, GM Albatros Travel, said in a Facebook post: “I am in shock. Many may share what you have achieved, what you have accomplished and how you touched their lives. I can testify to all of this. You helped pave my journey to success and who I am today. Our relationship is one I will treasure... you were my teacher, my lecturer, my mentor, my business partner and most my guardian. I salute you Anitha Soni.”
Craig Drysdale, former SATSA Chair and Global Sales Manager of Thompsons Africa, said: “When I started my career in 1996, Anitha was one of the first people I met in the industry. Anitha was always so encouraging and inspiring, and a formidable debating partner. The industry has lost a true ambassador and angel. She will be sorely missed.”
“This is devastating news for those of us who have worked and interacted closely with Anitha for many years” says the Tourism Business Council of South Africa (TBCSA) CEO, Mmatšatši Ramawela. “She was a true tourism champion and a true inspiration, particularly for us as women in the travel and tourism industry. We want to pass on our heartfelt condolences to her family, particularly her husband Vas and her children. Our condolences also go to the travel and tourism industry at large, especially the young men and women whose lives she has touched through her work. She will be sorely missed.”
Soni was buried on Monday May 18 in Durban at the Clare Estate Crematorium. Arrangements are currently underway for a memorial service to be held in Johannesburg. Further details will be announced in due course.
