Africa’s tourism sector continues to be hampered by lack of experienced, passionate experts willing to sell destinations beyond easy-to-package, “quick win” tourist hotspots.
Commenting on the current status of post-COVID skills in the tourism sector, FEDHASA Chairperson Rosemary Anderson said South Africa’s tourism appeal has essentially been reduced to three core narratives that ignore the diversity of the country’s other offerings.
“Currently, our overseas marketing professionals excel at promoting certain flagship destinations. The Cape sells itself well with Table Mountain, world-class vineyards, pristine coastlines and dramatic mountain landscapes. Similarly, Kruger National Park has strong recognition for its exceptional wildlife experiences. And Johannesburg is known for business tourism.”
She said there are yawning knowledge gaps in “many other remarkable” destinations such as the Waterberg in Limpopo as well as Addo Elephant National Park, East London and Gqeberha in the Eastern Cape, the Cradle of Humankind in Gauteng, and the Western and Eastern Cape’s Garden Route and Karoo regions.
“We significantly under-sell our country’s potential, overlooking the rich diversity of heritage, history and experiences available across numerous destinations beyond the established areas,” said Anderson.
This lack of geographic spread is further reflected in figures collated by SATSA from leading operators. In a Tourism Update column, SATSA CEO David Frost pointed out that the country’s post-COVID recovery is highly concentrated in Cape Town and the Kruger National Park.
Suzanne Bayly, Owner of Classic Portfolio, which represents independently owned lodges across Southern and East Africa, emphasised the need for passionate, human-centred Africa experts.
“Quite simply, if you’re not a specialist, if you don’t truly know your product, add real value and have the confidence to challenge your clients’ assumptions, you risk being replaced by AI. The speed and efficiency of AI will quickly overtake consultants who act as order takers, selling generic and copy-paste itineraries.”
She cautioned that travel consultants who try to compete on speed or price will become redundant.
“What AI cannot replicate is the insight and nuance of a specialist: someone who has travelled to remote corners, built relationships with lodge owners, can call in a favour and understands how to tailor each journey to the individual client. These consultants may not be the fastest but they create magic with curated experiences that algorithms can’t match.”
Plugging the gaps
Suzanne Benadie, Sales and Marketing Director for Sense of Africa, South Africa, identified lack of foreign language guides and other personnel as an additional challenge.
“The biggest challenge remains experienced staff who are agile across group and FIT segments. Language skills are also in short supply for office-based positions and for local guides,” she said.
Anderson said a gap in mid-level management in South Africa’s hospitality industry is of particular concern.
“There are many excellent, skilled hoteliers in the top ranks but their support structure – including Heads of Department and Assistant Managers – is where we are struggling to find individuals with the skillsets and experience to sustain hotel operations,” said Anderson.
“On-the-job training, mentoring and upskilling is critical to the future of our industry – but it’s all the more challenging without some of these seasoned professionals at the helm,” she added.
Focusing on career prospects
Bayly said the powerful foundations laid by a tourism career – particularly related to interpersonal and leadership skills – were often overlooked.
“Now more than ever, emotional intelligence is essential, and there is no better training ground than managing the diverse expectations and dynamics of guests in a safari setting.”
She called for increased recognition of tourism’s role in a world where direct human interaction is being threatened by digital communication.
“Ultimately, tourism thrives on authenticity, empathy and personal engagement. We must reignite pride in hospitality and reposition the sector as a meaningful and dynamic career path.”
