Inaccurate and irrelevant research has plagued SA’s tourism industry for decades and for this reason, is one of the main focus areas of the draft National Tourism Sector Strategy. Although some progress has been made in recent years, it remains a source of frustration for the industry, as many businesses feel they are not provided with any relevant capacity marketing intelligence on which to base investment decisions.
Martin Jansen van Vuuren, Director of Grant Thornton Strategic Solutions, says the tourism industry is in dire need of market intelligence, which it can’t always disseminate from the tourism statistics produced. “Although the tourism statistics that are being produced are constantly improving, the tourism industry would like to have more focused market intelligence for specific sectors within the tourism industry.”
This lack of meaningful research, says the strategy, is largely the result of a lack of a national strategy in respect of tourism research. Ultimately, no one is regulating research, which has resulted in national government, academic institutions, provinces, destinations and the private sector all conducting their own studies independently and, in many cases, duplicating efforts. One of the actions recommended in the strategy is the establishment of a dedicated research and knowledge management department within the National Department of Tourism to co-ordinate and guide tourism research.
According to the strategy, a lack of a proper database of tourism businesses is at the core of the industry’s research woes. One of the suggested actions is the development and implementation of a compulsory registration for all tourism businesses in South Africa for the purpose of gathering information on supply in the industry.
This is a move that will be welcomed by many, as it will finally enable the tourism industry to establish the actual size and extent of the industry. Jansen van Vuuren says: “Not only will we have tourism’s contribution to GDP and employment but also geographical spread. This will ensure that more focused decision-making can occur by applying resources where they’re most needed. These resources can be utilised more effectively in the correct sector of the tourism industry as well as in the correct geographical area.” He adds that this will also enable the private sector to make more informed decisions regarding the sectors and geographical areas to invest in.
The strategy also suggests that departure cards be implemented, to survey all departing foreign passengers. Jansen van Vuuren suggests this be done through an electronic questionnaire that departing passengers fill out on a computer screen while they wait for their passports to be processed. “If the survey can be linked to the passport that is being scanned, the passenger would not need to fill in questions related to the passport that they hold. Questions can then be more focused and, through the use of a simple point and tick system, the questionnaire should not take that long.”
If you have any views on this issue or how the sector’s strategy needs to be changed with regard to research and knowledge management, simply submit your comments to the National Department of Tourism at strategy@tourism.gov.za well ahead of the July 31 deadline.
The countdown is on with only 37 days left to comment – don’t miss the opportunity to make your voice heard.
