World Tourism Day 2023: South Africa's Bid to Empower Small Towns through Tourism

The post-pandemic era presents a unique opportunity to rebuild tourism in a more sustainable and resilient manner. The tourism sector is actively seeking innovative methods to reinvest in destinations and communities. By implementing and investing in sustainable practises, South African Tourism aims to encourage a conscious transformation towards environmentally friendly choices. The tourism board is actively promoting their sustainable product offerings and ecotourism experiences, such as cycling tours, nature safaris, conservation projects, and rural experiences. Such practises seek to fill gaps in the management of tourism’s socioeconomic, cultural, and environmental aspects.

“South Africa has abundant tourist landmarks across its provinces and is blessed with beautiful landscapes, enchanting wildlife, and thrilling adventures. Tourism makes a significant contribution to the country’s GDP and socio-economic development. The tourism board is leveraging these destination offerings in exchange for the advancement of the growth of historically disadvantaged communities through means of employment and sustained income,” says Neliswa Nkani, Hub Head – Middle East, India and South East Asia, South African Tourism.

By showcasing lesser-known tourist destinations and piquing traveller’s interest we have been able to disperse the inbound traffic towards all South African provinces. “They have increased their marketing efforts towards promoting new regions, also known as “Small Dorpies” to reduce the environmental burden in well-known places and increase job opportunities in these regions. This approach also allows travellers to explore some of the authentic surroundings in South Africa, including the West Coast of the Cape, Coffee Bay in the Eastern Cape, Sodwana Bay, Robertson, and McGregor, which offer authentic and scenic beauty,” adds Nkani.

Tourism provides a platform for generating long-term revenue for cultural preservation, representation, and documentation. More importantly, it plays a vital role in development of the communities that reside in proximity. The sector contributes 3.7% to South Africa’s GDP, more than agriculture, utilities and construction and is responsible for the employment of roughly 5-8 individuals for every tourist that visits the country.