Global tourism markets went into freefall when the COVID19 pandemic forced the closure of all borders and left the sector in an equal state of disaster, making it the worst affected sector and possibly the last to recover from the pandemic. More so, the industry has had to process the implications of travel restrictions, borders closed, and events being cancelled.

Several discussions with the Minister of Tourism – Mrs. Mmamoloko Nkhensani Kubayi-Ngubane, South African Tourism as well as collaborations with the sector have identified and provided rapid assistance and relief to ongoing challenges such as job losses and business closures facing the industry.

Following these discussions, Gauteng Tourism is embarking on a consultative process through a series of webinars with the tourism sector. This targeted approach plans to realign and reimagine the sector as well as the provincial offerings. The objectives of these discussions are to engage provincial tourism stakeholders in relation to efforts at the gradual reopening of the sector, to intensify uptake of solidarity programmes of the government and the immediate inclusion of partners in these plans of reopening through the government’s risk adjusted strategy.

“We have taken cognisance of the needs of the Gauteng sector in line with other efforts of government and will continue to promote innovation and strategic agility in reimagining the sector for the benefit of all,” says Yoland Kona, CEO of the GTA. “We also recognise the longstanding pact we have with our associations and federations in meeting their needs and supporting recovery mechanisms through our mantra that tourism is government lead, private sector-driven, community based and labour intensive” she explains.

These initiatives will pay attention to the need to ready the sector in a manner that meets the requirements for recovery, follow established protocols, adopt processes and procedures that place value on the tourist safety and health. As the apex provincial destination marketing agency, the recovery of the sector takes precedence above all else in these times, and ensuring the transition is smooth has become everyone’s business. Gauteng though its long-haul pipeline, is an invaluable entry point into and out of South and Southern Africa, making it a gateway to local travel in the region and thus a key player in the visitor value chain.

The first in the series of four webinar sessions will focus on an assessment of the impact of COVID19 on Gauteng’s premier Signature Attractions such as Constitutional Hill, Liliesleaf, and the Cradle of Humankind in a bit to understand how product owners can transcend the challenge and build more resilient businesses. These events are targeted engagements that will deal with various areas in the value chain.

The Gauteng visitor economy is made up of various sectors which have been severely affected by the coronavirus. These sectors include travel and hospitality, business events, creative sector, sports, lifestyle, transportation and aviation, services and e-commerce, all of which will be showcased in these focused discussions. Lessons and analysis from these sessions will allow product owners to repackage their businesses in preparation for the eventual easing of lockdown regulations in the sector, the emergence of new technologies to ensure smooth visitor processing and business sustainability.

Already key source markets internationally are easing regulations and allowing for more local travel, an aspect that the province is also taking into consideration by prioritising the subsectors that are likely to be the first to restart the reopening. “Our approach at this point is to save the businesses and jobs locally through the risk adjusted approach and when all protocols are in place for the recovery, we will assess and take the process forward into other sub-sectors” adds Kona. 

“Everywhere in the world people are starving for travel, and we can and must make their stay and travel as safe as possible in Gauteng, continue our efforts at securing our visitor sites, showcase the indomitable spirit of our sector”. Domestic trips dropped by -13.8% from 2017 to 2018 and falling short of the 2018 target by - 23% but with the effects of COVID19, a resurgence in local travel will spark the rise in receipts locally. Initially, this may mean low volume products will be prioritised but as the sector regains its composure, other sub sectors will find their place in the sun once again. South Africa has, by far, the largest Travel & Tourism industry in Sub-Saharan Africa ranking second regionally and 61st globally.

Gauteng Tourism invites all members of the media, tourism associations and federations to join in the webinars and to ensure a seamless easing of the sector into the economy, and to jointly prepare for the eventual inclusion of tourism into the lives and businesses of many who depend on the sector. 

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