Identifier
Created
Classification
Origin
09DURBAN66
2009-06-09 15:23:00
UNCLASSIFIED
Consulate Durban
Cable title:  

NEW EMPHASIS ON TOURISM IN SOUTH AFRICA

Tags:  SF PGOV 
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DE RUEHDU #0066/01 1601523
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R 091523Z JUN 09
FM AMCONSUL DURBAN
TO RUEHC/SECSTATE WASHDC 1471
INFO RUCNSAD/SADC COLLECTIVE
RHEHAAA/NSC WASHINGTON DC
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RUEAIIA/CIA WASHINGTON DC
RUEHDU/AMCONSUL DURBAN 0845
UNCLAS SECTION 01 OF 03 DURBAN 000066 

SIPDIS

FOR AF/S, INR

E.O. 12958: N/A
TAGS: SF PGOV
SUBJECT: NEW EMPHASIS ON TOURISM IN SOUTH AFRICA

REF: A. PRETORIA 990 B. DURBAN 65

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UNCLAS SECTION 01 OF 03 DURBAN 000066

SIPDIS

FOR AF/S, INR

E.O. 12958: N/A
TAGS: SF PGOV
SUBJECT: NEW EMPHASIS ON TOURISM IN SOUTH AFRICA

REF: A. PRETORIA 990 B. DURBAN 65

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1. (U) Summary. The newly formed Ministry of Tourism is
advocating for greater government attention and support for the
tourism sector as South Africa prepares to host the 2010 FIFA
World Cup. A new tourism satellite account will enable South
Africa to measure and track the overall value and contribution
of tourism to all sectors of the economy. New tourism websites
kick-off South African Tourism's (SAT) goal of becoming the
leading tourism platform in Africa and the number one tourism
authority by 2010. For many industry leaders, the only hope for
improvement in the South Africa tourism sector lies in upcoming
global sporting events such as the World Cup. End Summary.



Overview




2. (U) The newly formed Ministry of Tourism is advocating for
greater government attention and support for the tourism sector
as South Africa prepares to host the 2010 FIFA World Cup (Reftel
A). South African Tourism Board, a public-private tourism
promotion agency, welcomed the Ministry's initiative during the
2009 Tourism Indaba (Reftel B). SAT Chairperson Jabu Mabuza
Mabuza commented that, `This is recognition of both this
industry's importance to the economy that is embodied in the
Tourism Growth Strategy, which is mandated to create jobs and
contribute to Gross Domestic Product.' Tourism contributed more
than one million jobs and an estimated $24 billion to the
economy in 2008, according to Mabuza. (Comment: Post questions
whether the figure was as high as $24 billion and recognizes the
need for better tourism data collections efforts. End Comment.
) SAT hopes that additional resources will be invested in
tourism as so much rides on an industry that has delivered, and
will continue to deliver significantly to the South African
economy. `We hope that government, together with the tourism
industry, will join us in growing this industry in partnership,'
said Mabuza.




3. (U) This new emphasis on tourism makes sense given that 9.5
million foreign tourists spent $9 billion in South Africa last
year, according to Tourism Minister Marthinus van Schalkwyk.
This was 23.5 percent more than they did the year before, an
increase that was `especially encouraging', he said in a
statement. Over the past two decades, the number of foreign
tourists who travel to South Africa has increased 800 percent,

from one million to more than nine million, according to a
tourism report conducted by First National Bank (FNB) commercial
tourism division. (Note: This growth is from a low base.
Foreign tourism to South Africa increased dramatically after the
end of apartheid as other nations lifted economic sanctions and
introduced new air services. End Note) `It will further be
bolstered by the 2009 FIFA Confederations Cup, the British Lions
Tour, and the 2010 FIFA World Cup', said the Head of FNB Tourism
Pieter de Bruin.




4. (U) The World Cup is a huge opportunity for South Africa, and
the challenge for the tourism sector is to leverage this
opportunity into the future as the publicity that it provides
for one month next year will benefit the country for many years
to come, said Bruin. He also explained that the rand/dollar
exchange rate combined with the decrease in fuel prices has
decreased the cost of travel to South Africa making it a
value-for-money destination. (Note: Bruin said this when the
Rand exchange rate was 11 to the dollar and oil prices were
below $50 per barrel. Both have risen significantly in the past
months. End Note.)




5. (U) Tourism has become the lifeblood of the economy, said SAT
Board Chairman Jabu Mabuza at the 2009 Indaba (REFTEL B).
Tourism contributed 8.4 percent to South Africa's gross domestic
product last year. Millions of people have found gainful
employment in the industry, and it has contributed some $350
billion dollars in foreign direct spending to the economy since
2003, noted Mabuza. `While growth in the global tourism
industry was 1.3 percent last year, South Africa fared much
better at 5.5 percent. We remain cautiously confident that we
will attain the target of 10 million visitors to South Africa in
2010 that we set for ourselves four years ago.'



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Tourism Satellite Account (TSA)




6. (U) SAT, the Ministry of Tourism, the South African Reserve
Bank, and Statistics South Africa launched the first Tourism
Satellite Account (TSA) during the Indaba. The TSA is a United
Nations World Travel Organization approved methodology used for
measuring and tracking the overall value and contribution of
tourism to all sectors of the economy and to plan around issues
such as economic growth and job creation. TSA will fill the
statistics void around peripheral industries to enable marketers
to plan, execute and work to more effectively leverage the full
potential of the industry.




7. (U) Tourism has grown considerably in the past few years, and
the industry has generated more than $43 billion in foreign
direct spending since 2003, according to Mabuza. However, it
has been difficult to measure and track tourism's contribution
to the larger economy and to total job creation in South Africa.
Tourism is now entrenched as one of the pillars of economic
and social development in South Africa, according to former
Department of Environmental Affairs and Tourism Deputy
Director-General Sindiswa Nhlumayo (Note: This department has
since been split into the Department of Tourism and the
Department of Environmental Affairs and Water). Nhlumayo
explained that accurate research/data exists on the tourism
industry, but research on the impact of tourism on peripheral
industries has been lacking. Tourism bodies will be able to
track the number of tourism jobs created, track tourism's
contribution to the country's GDP, and tell which activities are
most beneficial to the tourist and, in effect, to the economy.



New Tourism Websites




8. (U) The Indaba also saw the launch of SAT's new official
website, which aims to `package destination and interest into an
interactive experience that grabs users' attention, engages them
in wonderful content and gives them an opportunity to act on
it,' said SAT Global Head of e-Marketing William Price. The
site has been completely revamped and includes new content, a
redesigned user interface, and restructured navigation elements.
The site now offers features such as: (1) `The Trip Planner'
that allows users to build a wish list that can be sent to a
travel agent; (2) `Your Concierge' that allows users to filter
products by category and region and send enquiries directly to
vendors; and (3) `Fundi Enquiries' that allows users to find
experts in their own global regions to whom they can send
enquiries about travel to South Africa. The search feature also
uses a Google-based program to link up searches with related
product and services in South Africa. The new site is a central
part of SAT's goal of becoming the leading tourism platform in
Africa and the number one tourism authority by 2010. `Tourism
is an extremely competitive space online, and we now have a
world-class travel website that will compete with the best the
world has to offer,' said SAT Chief Marketing Officer Roshene
Singh. SAT is also collaborating with social network wayn.com
on a competition to identify the face of the tourist to South
Africa; the winner will receive an all-expenses paid trip to the
World Cup, and his or her adventure will be chronicled and sent
to wayn.com's 13 million users.




9. (U) SAT has also launched a new Japanese website
(www.south-africa.jp) that features World Cup information, and
general South Africa information along with photographs and
movies, focusing on the beauty of South Africa's natural
heritage, particularly flowers and wildlife. The main concept
of SAT Japan's marketing initiatives for 2009 and 2010 is
`Surprise Yourself' and encourages tourists to share photographs
and movies and participate in the Picture Perfect campaign
co-sponsored by the Japanese Association of Travel Agents
Working Group.




10. (U) The Department of Tourism also launched the Tourism
Products Spatial Viewer at the Indaba. This web-mapping portal
is an interactive mapping tool that maps the location of rated
establishments as well as other tourism products and services in

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South Africa. It contains interactive maps, imagery and details
of 8,000 accommodation establishments and 17,000 tourist-related
facilities. The site can be accessed via the Web or through a
cell phone on www.touristmaps.co.za/mobi. The Business Tourism
and Trade websites are also slated for overhaul in the next
phases of SAT's restructuring plan.



Tourism in the Global Recession




11. (U) The realities of the global recession featured
prominently in many of the speeches during the 11th African
Renaissance Festival (ARF) hosted in Durban, Pietermaritzburg,
and Richards Bay from May 25- 30. `It's not pretty. The South
African tourism industry is set to shed about 27,000 jobs. The
industry is in a place it has never been,' said Southern Africa
Tourism Services Association Head Michael Tatalias. For many
speakers at the ARF, the only hope for improvement lay in
upcoming global sporting events such as the World Cup. Much of
the current construction work throughout South Africa is related
to 2010 and is the only industry showing growth, according to
Tsogo Sun Chief Executive Officer (CEO) Jabulani Mabuza. Author
of Zuma-nomics and Deputy CEO of Business Unity South Africa
Raymond Parsons argues that winning the World Cup for 2010
instead of 2006 has turned out to be the salvation of the
nation's economy during the global recession. The
infrastructural investment and associated spending related to
the 2010 is helping to `underpin' the South African economy at a
crucial stage in the business cycle, said Parsons.




12. (U) Major sporting events, however, cannot sustain tourism
unless the industry leverages the momentum they might generate,
said Tourism Knowledge Group CEO Anitha Soni. `You have to give
value for money' and the current `squeeze' demands `smart
marketing' and an even stronger emphasis on delivery, said Soni.
She added that South Africa is not `doing tourism' just because
of the World Cup, but because it is part of government's
long-term growth strategy. South Africa's challenge is to move
away from `quick and dirty' tourism, said Soni. For example,
many European tourists arrive in Johannesburg, go to Kruger
Park, then to Cape Town, and perhaps Zambia in about seven days
and leave feeling they have `done' Africa, explained Soni. The
South African tourism industry has to work to develop ways of
getting tourists to stay longer and to visit more than once
because `we want to spread tourism, create jobs, and transform
the industry,' Soni said.



Comment




13. (U) Spending on preparations for the upcoming 2010 World Cup
may help soften the impact of the global recession on South
Africa's economy. Ticket sales for the 2010 World Cup have been
strong thus far and other international sporting events held in
South Africa have provided boosts to overseas tourist arrivals
this year when most international tourism markets are
experiencing declines. Government and private sector
investments in infrastructure and tourism marketing should allow
South Africa to leverage this opportunity to position its
economy to take full advantage of the tourism growth once the
global economy begins to grow again.
SZSYKES