A panel discussion was held on ‘Transformation – Informing the Satsa Agenda’, with Sisa Ntshona, CEO of South African Tourism as moderator, at the Satsa Conference 2018.

Panellists included Ashley Wentworth, CEO of Stormsriver Adventures, Collin Thaver, Chair of the Satsa Board Sub-Committee on Transformation and MD of Southern Africa 360, Pieter Geldenhuys, Owner of PG Tops Travel & Tours, Tshifhiwa Tshivhengwa, Fedhasa CEO and member of the B-BBEE Council, and Zoe Molapisi, CEO of Design Africa Group.

Ntshona explained that transformation was not about changing the complexion of the tourism industry, but about bringing in more diversity, with the key ingredient being growth. “Without growth, you can’t have transformation,” he said.

Thaver tackled the issue with statistics, saying that out of the 795 Satsa main members, 489 were B-BEE compliant, with 103 of the companies having obtained Level One, 25 at Level Two, 26 at Level Three, 302 are Level Four, six at Level Five, 11 at Level Six, six at Level Seven, and 10 at Level Eight. As for the SMME sector (companies that invoice under R5m per annum), Satsa comprises 347 (43.65%) companies . Furthermore, there are 122 (15.35%) black-owned business members, and 81 companies that are 100% under black-ownership (10.2%). Thaver posed the question: “There is small business engagement, and there is black ownership, but is it enough?” In his personal opinion, he does not believe the sector has grown enough to make a difference.

“It is time to call to action and ask members to drive this change with various ways of involvement,” added Thaver.

Acknowledging there was a problem is the first step, said Geldenhuys, adding that the industry required skills, therefore skills transfer was needed. “We have plenty of opportunities to provide transfer of skills as an industry, and not just leave it the universities and colleges. We have a collective responsibility to do that,” he said.

Tshivhengwa spoke about the high unemployment rate, especially among black youth. “If they cannot participate in the economy, they destroy,” he said. 

New products must meet transformation criteria, and this should not even be talked about, it should be part of what companies do on a day-to-day basis, according to Tshivhengwa. If transformation was not addressed and adhered to, he explained that SA was heading for radical economic transformation in the near future. “If transformation doesn’t work, and new products remain small when coming into the market, not reaping the rewards, we are going to have the same problem over and over again,” he said, adding that the industry talked about ‘We Do tourism’, but how was that true if some were being left behind. Therefore, the industry needed to bring them along, as it was their obligation to transfer skills.

Molapisi explained that there was a misassociation of transformation being political talk. As for hard work acting as a parameter of success, Molapisi went on to explain her story and entrance into the industry, growing up in a township just outside Nelson Mandela Bay (PE). She has been in tourism for the past 15 years, yet she said she didn’t automatically have credibility, as there was an element that if you were a white-owned company, only then were you credible. “Every time I go into a crowd I need to establish myself again, even though I have been here for 15 years,” she added.

“We default to our behaviour. There needs to be a conscious change in our cognitive behaviour and a change in how we engage with each other,” commented Molapisi.

Twenty years ago, the industry started grappling with transformation, according to Wentworth, who said transformation must start with development and training of disadvantaged youth, to the point where they become directors and senior managers.

Thaver suggested engagement as a solution, further looking at ownership of suppliers used. If they could share information about their suppliers, and provide that information to Satsa, there is the opportunity to immediately engage, bringing and exposing black-owned/based businesses who could be given opportunities to grow. The next step, according to Thaver, is surveying individuals of 100% black-owned companies, and for Satsa to start profiling them. Last but not least, he said established, large companies needed to help these SMMEs, and not just by giving ownership. “Opportunities lie with business owners,” commented Thaver.

In conclusion, Ntshona said: “It all starts with intent, and if we have the same intent we can work toward a plan.” He went on to challenge SA Tourism, Satsa and its members to put together a transformation programme that would benefit all, providing solutions.