The Tourism Sector Strategy (Grade 12 NSC Matric Tourism): Revision Notes
The Tourism Sector Strategy
Overview of the Tourism Sector Strategy (TSS 2010)
The Tourism Sector Strategy (2010) is a comprehensive national policy framework that was developed by South Africa's Department of Tourism. This strategy serves as a roadmap to guide how the country's tourism industry should grow and develop in ways that support the government's broader economic and social objectives.
The timing of this strategy was significant - it was introduced after South Africa successfully hosted the 2010 FIFA World Cup. This major international event served as a turning point that demonstrated tourism's enormous potential to create jobs, attract investment, and enhance South Africa's reputation on the global stage.
The 2010 FIFA World Cup was more than just a sporting event for South Africa - it was a catalyst that showcased the country's ability to host world-class events and highlighted the untapped potential of its tourism industry. The success of the World Cup provided concrete evidence that tourism could be a major economic driver for the nation.
Key purposes of the strategy
The TSS 2010 was designed with three main purposes in mind:
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Provide clear direction - To give tourism stakeholders a unified vision for how the industry should grow and be managed effectively
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Ensure sustainable contribution - To make certain that tourism development supports long-term economic growth whilst promoting social inclusion and community participation
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Align with national priorities - To connect tourism activities with broader national development goals, such as those outlined in the National Development Plan
The TSS 2010 established a framework for growing South Africa's tourism industry in a responsible and inclusive manner that benefits all citizens, not just a select few stakeholders.
The ten broad objectives of the Tourism Sector Strategy
The strategy outlines ten comprehensive objectives, each targeting specific areas for improvement and development:
Economic growth objectives
1. Increase tourism's contribution to the economy
This objective focuses on boosting South Africa's Gross Domestic Product (GDP), increasing foreign exchange earnings, and creating more employment opportunities. The strategy aims to position South Africa as a world-class destination that attracts significantly more international visitors.
2. Create sustainable jobs and skills development
The strategy emphasises growing employment opportunities, particularly for young people and women. This includes developing comprehensive training programmes in areas such as hospitality services, tour guiding, and tourism management to ensure workers have the skills needed for career advancement.
Product development objectives
3. Improve and diversify the tourism product
Rather than relying solely on traditional attractions, this objective encourages innovation and the development of new tourism experiences. This includes promoting adventure tourism, eco-tourism, cultural tourism, and rural tourism to create a more diverse and appealing destination portfolio.
4. Strengthen domestic tourism
This objective aims to increase local travel within South Africa, reducing the industry's dependence on international arrivals. Strategies include creating affordable travel packages and implementing campaigns like "Sho't Left" to encourage South Africans to explore their own country.
Campaign Example: Sho't Left Initiative
The "Sho't Left" campaign is a domestic tourism initiative that encourages South Africans to take short trips within their own country. The name comes from South African slang meaning "a short journey" or "let's go," making it culturally relevant and memorable for local audiences.
Sustainability and responsibility objectives
5. Promote responsible and sustainable tourism
This objective ensures that tourism development protects both the environment and local communities. It encourages businesses to adopt the Triple Bottom Line approach, which considers People, Planet, and Profit equally in business decisions.
The Triple Bottom Line approach represents a fundamental shift in how tourism businesses measure success. Instead of focusing solely on financial profits, companies must also consider their social impact (People) and environmental impact (Planet), creating a more holistic and sustainable business model.
6. Enhance infrastructure and service quality
Focused on improving the foundational elements that support tourism, this includes upgrading airports, public transport systems, accommodation facilities, and ensuring visitor safety. Quality infrastructure is essential for creating positive tourist experiences.
Marketing and competitiveness objectives
7. Improve marketing and global competitiveness
This objective strengthens South Africa's international brand and marketing efforts. Campaigns like "South Africa – Inspiring New Ways" by South African Tourism help promote the country's unique offerings to global audiences.
8. Encourage transformation and inclusivity
This objective specifically empowers previously disadvantaged individuals (PDIs) to participate meaningfully in the tourism industry. It includes providing support for small, medium, and micro-enterprises (SMMEs) to ensure broader economic participation.
Transformation in the tourism sector is not just about social justice - it's also an economic imperative. By including previously disadvantaged communities, South Africa can tap into local knowledge, authentic cultural experiences, and community-based tourism opportunities that international visitors increasingly seek.
Coordination and monitoring objectives
9. Strengthen partnerships
Recognising that tourism success requires collaboration, this objective improves coordination between government departments, private sector companies, and local communities. Joint planning initiatives ensure all stakeholders work towards common goals.
10. Monitor performance and policy alignment
This final objective establishes systems to track tourism growth and measure the strategy's effectiveness. It uses data from organisations like Statistics South Africa and South African Tourism to inform decision-making and adjust strategies as needed.
Why the strategy matters
The Tourism Sector Strategy plays a crucial role in South Africa's development for several important reasons:
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Creates a shared national vision - It ensures all tourism stakeholders work towards common goals rather than pursuing conflicting objectives
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Ensures sustainable growth - The strategy promotes tourism development that benefits both the economy and local communities without compromising environmental resources
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Encourages responsible practices - It emphasises the importance of protecting South Africa's natural and cultural heritage whilst developing the tourism industry
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Promotes transformation - The strategy actively works to include previously disadvantaged individuals and communities in tourism opportunities
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Maintains global competitiveness - It helps South Africa remain attractive to international visitors in an increasingly competitive global tourism market
In the global tourism market, destinations that fail to adapt and improve quickly lose their competitive edge. The TSS 2010 ensures South Africa remains proactive in addressing industry challenges and capitalising on emerging opportunities.
Connections to other policies
The Tourism Sector Strategy doesn't operate in isolation. It works closely with several other important national policies and strategies:
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National Tourism Sector Strategy (NTSS) - This strategy has been updated multiple times (2011, 2016, and 2021) to reflect changing circumstances and new priorities
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White Paper on the Development and Promotion of Tourism (1996) - This was the original foundational document that established the framework for responsible tourism development in South Africa
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National Development Plan (NDP) 2030 - This broader national strategy aims for inclusive economic growth and job creation, with tourism playing a supporting role
The TSS 2010 effectively laid the groundwork for all subsequent tourism strategies in South Africa, establishing principles and approaches that continue to guide the industry today.
Summary of key concepts
| Concept | Explanation |
|---|---|
| Tourism Sector Strategy (2010) | A national framework to grow tourism sustainably and inclusively following the 2010 World Cup |
| Main goal | To establish tourism as a leading economic and job-creating sector in South Africa |
| Core objectives | Economic growth, employment creation, sustainability, transformation, infrastructure development, domestic tourism promotion, and effective marketing |
| Expected outcome | A coordinated, responsible, and globally competitive tourism industry |
The Tourism Sector Strategy represents South Africa's commitment to developing tourism as a key driver of economic growth, job creation, and environmental responsibility. It emphasises inclusive development, sustainability, and strong partnerships to ensure that tourism benefits all South Africans whilst strengthening the country's global reputation as a premier destination.
Key Points to Remember:
- The TSS 2010 was developed after the successful 2010 FIFA World Cup to capitalise on tourism's demonstrated potential
- The strategy includes ten broad objectives covering economic growth, sustainability, transformation, and competitiveness
- It emphasises the Triple Bottom Line approach - considering People, Planet, and Profit equally
- The strategy promotes both international tourism growth and domestic tourism development
- It works alongside other national policies like the National Development Plan to achieve inclusive economic growth
- The TSS 2010 established the foundation for all subsequent tourism strategies in South Africa