Industry leaders gathered at the Southern Africa Tourism Services Association (SATSA) conference to discuss how the public and private sectors can work together to explore the value of sports tourism in destination marketing, particularly through golf, and stimulate local tourism economies. The event was preluded by South African Tourism announcing an exciting collaboration with BMW Golf Sport for the BMW International Open in Munich, Germany (June 2024) and the BMW Golf Cup World Final, which will return to the picturesque Fancourt in George, South Africa in March 2024.
The panel discussion, which was led by CEO of South African Tourism Sisa Ntshona and CEO of the Tourism Business Council of South Africa, Tshifiwa Tshivhengwa, focused on ways to target specific source markets and market segments for maximum impact. They also discussed new and diverse projects that will be launched at #ATI2023 to empower the tourism industry with access to key market insights.
One of the major concerns raised was the issue of safety and security risks for tourists. The industry stressed the need for collaboration between the public and private sectors to address this issue and make adventure and experience products safe, enjoyable, and accessible for everyone. The panelists also discussed ways to make tourism more inclusive for all visitors by eradicating racism, sensitizing stakeholders to LGBTQI+ needs, and tapping into disability tourism.
Traveler preferences and challenges were also discussed, with the UK and Ireland being top markets for SAT, showing 65% recovery in 2022. Germany, on the other hand, recovered with 12% lower arrivals than 2019. The industry used these trends to improve the European tourism experience. SA Tourism’s North American hub is optimistic for a pre-pandemic level return. Longer stays from 16 – 18 days and increased spending are positive trends for the industry. Direct air routes have improved accessibility, benefiting our sector recovery.
The Minister of Tourism, Patricia de Lille, spoke about the importance of incubators and startups, saying that they are the way to go. She believes that with the right support and guidance, incubators can help entrepreneurs navigate the complex and often daunting process of starting a new venture.
Collaboration is key to strengthening tourism security, and initiatives such as the “Secure Traveller” app are aimed at enhancing safety measures so that all travellers can enjoy a secure experience when they Visit SouthAfrica. The SATSA conference was an excellent opportunity for industry leaders to come together and discuss the future of tourism in South Africa.
 conference to discuss how the public and private sectors can work together to explore the value of sports tourism in destination marketing, particularly through golf, and stimulate local tourism economies.){kind=link}