5 Million more visitors in 5 years - can SA Tourism make this work?

Tuesday, 12 December, 2017
Hein on Wine, Hein Koegelenberg
Evaluating the odds: SA Tourism’s 5 in 5

In layman terms, I believe success is possible when you have a dream, when you have the tools and when you are willing to combine these two through hard work, creativity and constant evaluation. Measured against these basics, what are the chances on success for SA Tourism's 5 in 5 plan?

SA Tourism has set a plan to grow with five million more travellers in the next five years. Measured against my simple calculator for success, they comply with the first requirement. To have a dream or a goal. Setting a goal means that there is a focus and a shared vision. Goals should also be specific, measurable, achievable and timely. And 5 in 5 surely is specific, measurable and timely, but how achievable is this plan?

"SA has been leading with the berg, bush and beach..." says SA Tourism CEO, Sisa Ntshona. (Read more) These industries, together with the various tourism bodies, have done an exceptional job to get 10 million international visitors to South Africa in 2016 - an increase of 12.8 % on 2015. Despite political challenges, crime and being a long-haul destination, South Africa's natural beauty, lifestyle and reputation as holiday destination still convince people world-wide to visit.

To grow with five million visitors over the next five years, however, we might need more. In order to answer the question on the achievability of the goal, we will have to consider the tools we have. Do we have the resources to grow our industry and what are the challenges?

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