Nomazulu Moyo
CAPE TOWN, South Africa — The Tourism Investment Forum Africa (TIFA), held in collaboration with World Travel Market Africa (WTM) and Brand South Africa, has become a pivotal platform for fostering business connections and engagement within the trade and investment aspects of the tourism sector.
The event, which took place at the Cape Town International Convention Centre Thursday, brought together stakeholders, decision-makers, and investors from across the continent.
Deputy Minister of Tourism, Fish Mahlalela, addressed the forum
In his address at TIFA 2024, Deputy Minister of Tourism, Fish Mahlalela, emphasised the importance of collaboration between the public and private sectors in driving economic growth and development. He acknowledged the immense transformation of South Africa’s tourism landscape since the breakthrough of democracy in 1994. Through deliberate policies and programmatic interventions, the sector had opened up and now truly reflects the country’s demographics, he said.
Holistic Approach: Bridging Demand and Supply
Mahlalela highlighted an interesting trend: platforms that once focused solely on demand were now incorporating supply elements. TIFA exemplified this holistic approach by ensuring that demand interacts directly with supply. Bringing investors into a platform where tourism businesses trade among themselves was crucial, he said. By narrowing the gap between demand and supply, TIFA had created opportunities for investment and growth.
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Addressing Challenges: Safety and Infrastructure
Safety
Safety has remained a critical factor for tourism investment. Tourists ask themselves whether a destination is safe before making their travel decisions. If they perceive any risks, they may change their minds. To address this, the South African government has developed a comprehensive tourism safety strategy. The strategy involves collaboration between government, civil society, and the private sector, along with the South African Police Service (SAPS). Tourism safety monitors have been deployed at various attractions across the nine provinces, including SA National Parks.
Infrastructure Investment
Investment in infrastructure is essential to meet the demands of tourists. Deputy Minister Mahlalela emphasized the need to build and upgrade infrastructure, including roads, water facilities, and access points. The government is also finalizing an airlifting strategy to improve flight connectivity to South Africa. Affordability is another key consideration, ensuring that travel remains accessible to all. By diversifying tourism attractions beyond cities and expanding into townships and rural areas, South Africa aims to create a thriving and inclusive tourism industry.
He concluded that as South Africa celebrates three decades of freedom and democracy, the tourism sector continues to evolve. By addressing safety concerns, investing in infrastructure, and fostering collaboration, the country aims to attract more tourists and create lasting economic benefits for all its citizens
