South Africa’s tourism industry needs to capitalise on the country’s diverse, open spaces and warm, friendly people. This was the overarching theme of the second annual Hospitality Industry Think Tank, held in Johannesburg last month, spearheaded by Dream Hotels & Resorts and supported by leading industry players.

The event was an opportunity for all members of the industry to discuss the most pressing issues affecting hospitality and tourism and to develop new solutions and innovations to move these sectors forward.

Attendees and panellists agreed that while other parts of the world are plagued by over-tourism, South Africa has the capacity and willingness to welcome tourists. However, obstacles like insufficient marketing budget and visa restrictions for certain countries, prevent the tourism industry from reaching its full potential.

The Think Tank addressed challenges and embraced solutions, which left the audience feeling optimistic and inspired. Drawing on discussion points from the various panels, the hospitality industry needs to consider the following six key points:

1. South Africa is more than just Cape Town and Kruger

The country is fortunate to have incredible selling points, such as the wildlife of the bush, Table Mountain and the Cape coastline. But as an industry, more needs to be done to market everything that South Africa has to offer. The world-famous attractions need to be seen as hooks, and tourism players should strengthen these hooks to encourage visitors to explore other parts of the country.

Not only is South Africa known for its open spaces across berg, beach and bush, but it also boasts world class gastronomy and adventure tourism, as well as offering almost unrivalled value for money. Better collaboration between government and the private sector, and across the entire industry, will help ensure that South Africa is marketed as the diverse and multifaceted destination that it truly is.

2. Gen Z and sustainability – two major topics you can’t ignore

There’s no escaping the topic of sustainability, it’s a primary focus for any business today. And there’s no one who cares more about sustainability than Gen Z, the generation that will increasingly travel the world and seek new experiences in the years to come

The good news for South Africa is that despite the long-haul flight from just about anywhere outside of Africa, Gen Z visitors don’t plan to curb their travels to far away countries any time soon. But they are seeking out properties and experiences that are sustainable and environmentally conscious.

Every organisation in hospitality needs to not only consider profit, but people and planet as well. An important step on this journey is to embed sustainability into an organisation’s culture, meaning that every staff member – from cleaning to general management – buys into, and is part of, the solution.

3. Human interaction trumps robot intervention

There is growing concern that AI is after people’s jobs, which causes anxiety for many young adults entering the workforce. The hospitality industry, however, is one industry that will always need human interaction. And there isn’t a country that embodies this more than South Africa.

The country has become known for its warm hospitality and was recently named the friendliest country in the world. Tourists still want a personal touch and experiencing new cultures is part of the appeal of travel – something that robots can’t replicate. South Africa should capitalise on its reputation for making people feel at home and highlight the authenticity and warmth with which the country welcomes tourists to its shores.

4. Digital hospitality is the future

While robots won’t ever replace smiling faces, effective use of AI will allow the industry to become more efficient and improve the service offered to customers. Hospitality providers that aren’t embracing new technologies to streamline their operations and enhance the guest experience, will be left behind. This is especially true when appealing to younger travellers, who expect a certain level of digital enablement, from researching and booking a holiday, right through to tech-advanced rooms.

5. Tourism can help solve youth unemployment

Hospitality is one of the few industries that operates in both rural and urban areas in South Africa, and with the right programmes in place it can significantly impact our country’s unemployment crisis.

Not only is the hospitality and tourism industry one of the largest employers within smaller towns and communities, it also isn’t dependent on depleting resources, like the mining sector for instance. Industry players need to ensure that they are properly integrating into the communities in which they operate by empowering and upskilling the local citizens.

6. Strategic government collaboration is needed

While there’s still work to be done before the government truly realises the value that tourism brings to the local economy, it has come a long way. A few years ago, there was no such thing as a tourism minister or a tourism satellite account, but today the government recognises the role that the industry plays in creating jobs, enriching communities and bringing money to South African shores.

A key area that still needs to be addressed is the issue of visa access, particularly for countries like China and India, which have huge tourism potential for South Africa. Through the right collaboration with home affairs and other departments, the industry is hopeful that issues such as these will be addressed.

The general sentiment is that working with the government needs to be seen as a partnership and that the private sector needs to come with solutions, rather than criticising and showing animosity.

Overall, the main takeaway from the event is that if industry players work together for a common good, the hospitality sector has the potential to truly change the trajectory of South Africa’s economy. Industry members cannot operate effectively in solo, and the only way to truly grow tourism in the country is through effective collaboration.