Although the National Tourism Sector Strategy has been all-encompassing in certain aspects, there are still some gaps in the strategy, say industry figures.
Professor Ernie Heath, who heads up the tourism department at the University of Pretoria, says there are certain critical factors that need to be included in the strategy to ensure sustainable competitiveness.
One of the main factors that should be taken into consideration, says Heath, is that the strategy should actually be a rolling document that constantly takes into considerations the “key developments and trends in the macro (technological, environmental, socio-cultural, political, economic, etc.), competitive and market environments”.
Heath says it is essential that strategic and visionary leadership driven by an agree-upon shared and inspirational vision, guiding values and strategic priorities, is bought into and embraced by all public and private sector stakeholders.
Other vital elements that should be included says Heath:
- Community engagement and beneficiation
- Prioritising people development
- Continuously positioning tourism among politicians and opinion leaders as a strategic, sustainable industry and a key contributor to GDP and job creation
- Ensuring that future tourism product development and packaging is value- and market-driven and is underpinned by a culture of service excellence.
- Ensuring and sustaining a powerful and distinctive destination brand, competitive positioning and innovative marketing strategy in the “new” tourism marketplace, which is aligned from the national to regional to local levels.
- Strategically managing reliable, timely and accessible knowledge (trends competitors, markets, strategies, etc.) and research as a key to future tourism planning, marketing and management of the resource base.
- Leveraging mutually beneficial partnerships regionally and between stakeholders at all levels.
What are your thoughts about the proposed strategy? Let us know by adding your comment below...
The strategy is open for comment until the end of July. Make sure you send your comments through to strategy@tourism.gov.za.
