When talking to people in the tourism industry or academia, all agree that South Africa needs to be competitive, and this is especially important because:
- today’s tourists are more educated and more informed;
- tourism trends and the needs of tourists are changing;
- marketing methods are improving;
- social media play a bigger role in decision-making;
- there are more tourist destinations competing for the same markets; and
- tour operators focus on destinations and products that will give them a good return or, put differently, destination that will satisfy tourists’ needs.
The question then remains, what are South Africa’s factors of competitiveness from a tour operator’s perspective? Answers to this question will be useful not only in marketing South Africa more effectively as a prominent tourism destination but also in managing our products better.
Research has identified these factors. This is done against the backdrop that South Africa was ranked 48th among 141 countries by the World Economic Forum’s Travel and Tourism Competitiveness Index in 2015, and we live in an ever-changing society. It is, however, the opinion of government and most role-players that South Africa could obtain a much better standing in the competitiveness ranking, considering years of intensive marketing campaigns from SA Tourism and the variety of products and attractions available.
The research saw 271 tour operators from all over the world participate. They are all familiar with South Africa as a tourist destination, since all of them have/are still doing business in the country. The survey obtained nine factors (or key aspects) that contribute to the competitiveness of South Africa. These factors are notably:
- political stability and the ability to manage risks;
- economic benefits include value for money, exchange rates and reasonable pricing;
- SA brand & image also includes the quality of the experience on offer;
- SA cuisine includes the quality and variety of food and beverages;
- African experience includes the uniqueness and nature-based products;
- attributes capture aspects such as historical and cultural products and nature;
- quality tourism services include the availability of important and support services, as well as the quality of services;
- location, in relation to the main markets, especially African countries and Europe, as well as our climate; and
- entertainment and activities captured aspects such as events and festivals, shopping opportunities and entertainment.
According to the results, political stability and economic benefits are the most important factors contributing to the competitiveness of South Africa. This is followed by cuisine and the African experience. These are therefore the aspects that should be used in our promotion strategy but also the aspects that should be the focus of what we do in order to improve the country’s level of competitiveness. It is also clear that the brand has been established and that tour operators view the products on offer as quality products. We as South Africans tend to downplay ourselves, where, in fact, we should boast, since this is a destination that offers it all, from scenery to food to attractions, all value for money.
It is clear that the traditional motivators for travel, such as sun, sea and sand, are changing and there are many more factors contributing to the perception of what contributes to a destination’s competitiveness. Tourist trends are changing and the marketing of tourism packages should change accordingly. Although South Africa’s natural resources will always be unique and will most probably always attract tourists, the time has come to promote South Africa’s other attributes, such as the variety of entertainment and culinary tourism that is identified as a developing market. Culinary tourism is a new trend worldwide and is developing as a product with a wide variety of opportunities that include food, drinks and culture.
How do you think the tourism industry can help make South Africa more competitive as a destination? Share your thoughts in the comments below.
