SADC Tourism Sector Urges Media to Boost Regional Tourism

The discussion, part of Africa Month celebrations, is one of a series facilitated by GCIS to highlight success stories in the SADC region.

Stakeholders in the tourism sector have urged media outlets to leverage their platforms to promote tourism within the Southern African Development Community (SADC) region. This call was made during a virtual panel discussion on tourism media opportunities hosted by the Government Communication and Information System (GCIS) in collaboration with the Department of Tourism and Brand South Africa.

The discussion, part of Africa Month celebrations, is one of a series facilitated by GCIS to highlight success stories in the SADC region.

Tourism Business Council CEO, Tshifhiwa Tshivhengwa, emphasized the need for the media to play a proactive role in showcasing the region's attractions to international tourists. Despite positive trends in tourist numbers post-COVID-19, Tshivhengwa stressed the importance of re-engaging young people in the tourism industry.

"Our mission is to make the region appealing to international tourists. We must work together and pool our resources. Journalists in the region should highlight tourism in a way that captivates international markets, encouraging travel to South Africa and increasing the number of tourists," Tshivhengwa said.

He encouraged journalists to focus on various aspects of tourism development, such as socio-economic impacts, community benefits, and contributions to early childhood development through donations and other initiatives.

GCIS Acting Director-General, Nomonde Mnukwa, reiterated South Africa's commitment to the SADC's objectives and highlighted tourism's crucial role in the regional economy. Tourism contributes around US$19.4 billion to the SADC GDP and supports approximately 2.5 million direct jobs, with over 6.3 million jobs dependent on the sector.

"Travel and tourism drive job creation globally. Our government is dedicated to partnering with stakeholders to invest in projects that benefit people, the planet, and prosperity," Mnukwa stated.

Mnukwa also noted the vital role media plays in promoting tourism, emphasizing the sector's potential to offer opportunities for all, build resilience, and promote sustainability and climate action.

According to Statistics SA, tourism is recovering from the COVID-19 pandemic and currently contributes about 3.7% to South Africa's GDP.

The stakeholders' call to action aims to harness the media's power to boost tourism in the SADC region, ultimately fostering economic growth, job creation, and regional development.