South Africa’s apex private-sector tourism associations have confirmed they have partnered with leaders of the country’s largest tourism companies to channel the TOMSA levy funds withheld from SA Tourism into trade show attendance, joint marketing agreements and targeted engagement in key source markets.
In a broad-ranging interview with Tourism Update, TBCSA CEO Tshifhiwa Tshivhengwaand SATSA CEO David Frost confirmed a committee has been set up to oversee use of the funds, supported by various sub-committees.
The committee will be chaired by Frost, supported by Tshivenghwa, TBCSA Chair Jerry Mabena, TBCSA Deputy Chair Lindelwa Isabelle, FEDHASA Cape Chair Lee-Anne Singer and SAACI CEO Glenton de Kock. The committee also comprises Tourvest Destination Management CEO Martin Wiest, Rhino Africa CEO David Ryan and Inspirational Places Owner Peter Dros.
In addition to funding for attendance of the private sector at IMEX Las Vegas and AIME Australia, work has started on the formation of joint marketing agreements with wholesalers overseas, according to Tshivenghwa.
“We want to make sure that we finalise some of the joint marketing agreements that we put in as a pilot for the next couple of years,” said Tshivhengwa, adding that other trade engagements will include familiarisation (fam) trips and attendance at roadshows.
He said the committee is also exploring a global marketing campaign, drawing from the successes of the Trevor Noah campaign conducted in 2023 and 2024.
“Those are the main focus areas. But, as the private sector, we’re agile and should be able to move quickly. So, if there’s an opportunity that we need to look into, we will do so,” said Tshivenghwa.
Frost said, pointing out that task teams have been set up to conduct initiatives in underperforming markets such as India, China, Mexico and Indonesia: “What we are trying to do is make interventions timeously and in a targeted and measured way where we see gaps.”
Additional attention will focus on special interest sectors such as adventure, golf and youth tourism.
AI-led marketing and analysis presents prime opportunities, particularly in resolving challenges with the geographic spread of tourism, Frost added.
“There is an amazing opportunity to look at regional initiatives and profile and highlight these. Overall, this is a new movie and whole new approach that we are very excited about. And when and if our colleagues at SA Tourism can join or partner with us, that door will remain open.”
Public-private sector ruptures
Tshivenghwa elaborated on the current state of relations between the TBCSA, SA Tourism and Minister of Tourism Patricia de Lille.
“Looking at what’s going on at the moment in terms of the exodus of senior leadership at SA Tourism, and the time we’ve endured without a Board or with an interim Board, it will be hard for me to reconcile and say that there is no crisis at SA Tourism.”
Tshivenghwa said the TBCSA has consistently delivered on its memorandum of agreement with SA Tourism regarding the TOMSA levy.
“Over the years, we’ve transferred the levy money to SA Tourism to the tune of more than R1 billion (US$62 million). Since the inception of TOMSA, we’ve been true to our commitment. At the moment, as things stand, because of the qualified audit at SA Tourism, we cannot transfer money.”
Frost said the private sector has tried “doggedly” to establish proper structured engagement with SA Tourism.
“What we've tried to do is to bring private-sector views and expertise, of which there is a wealth, into the business planning of SA Tourism. What do we like? What don’t we like? What would we do differently? We’ve tried this over the past couple of years and we’ve never quite got it right.”
He said some progress has been made in bedding down a structured plan after meetings between the Board marketing committees of SA Tourism and the TBCSA in 2025 but progress was stalled by De Lille’s controversial dissolution of the former Board and the exit of senior leaders at the DMO.
Frost stressed, however, that SA Tourism is promoting and implementing a number of effective initiatives.
“The electronic travel authorisation for India and China has been an amazing development. SA Tourism also runs a really good mega fam every year for the Australian market and that is our best recovered market.”
He described the Department of Tourism’s Tourism Growth Partnership Plan – approved by Cabinet in December last year – as another “well-meaning” project.
“It identifies five key areas and in time could bring fresh perspectives but it’s still in its infancy.”
Frost defended Tshivhengwa against recent accusations by De Lille that Tshivhengwa’s criticism of the current state of SA Tourism does not represent the broader views of the private sector. Listen below.
