Every September, South Africans are invited to look at our country through the proud prism of our tourism attractions, and the important role the tourism and hospitality sectors play in job creation and the growth of our economy.
A month-long celebration of the sector and its rich diversity, Tourism Month typically culminates in the globally observed World Tourism Day, on 27 September, designated by the United Nation’s World Tourism Organisation (WTO).
This year, South Africa has chosen to celebrate Tourism Month under the umbrella theme of Tourism and Rural development – a fitting choice, given the devastating and disproportionate impact the COVID-19 pandemic has had on rural areas.
“This year’s theme is especially relevant,” says Tourism Minister Mmamoloko Kubayi-Ngubane. “It not only celebrates the role of tourism in rural development, but will also assist in restoring hope among South Africans about the continued role our sector will play in our country’s ongoing development efforts, and improving the lives of our people.”
“The success of rural tourism products directly impacts the success of rural and emerging economies of small rural town and adjacent townships.”
In the Eastern Cape, ECPTA is rolling out a number of initiatives geared specifically at supporting and empowering rural tourism products, including offering training programmes aimed at helping these products marketing themselves more effectively on digital platforms. ECPTA is also developing two microtrip itineraries which link to rural spaces.
Further to this, Mthatha River Mouth Kayaking has been supported with signage, marketing material and trade show attendance, as well as assistance with accessing development funding and sponsorships.
Ncera Village / James Homestay in the Amathole District taps into South Africa’s appetite for authentic cultural tourism which celebrates the rich heritage of the Eastern cape and her people. This product is supported through signage, as well as business and customer care training.
Both these products are examples of impactful rural tourism initiatives which not only amplify the diversity of our province’s basket of attractions, but which leverages the power of tourism for the direct benefit of local communities.
To assist these and other products, ECPTA is committed to creating and developing our content and editorial platforms, and embracing the opportunities of a new era of digitisation.
In line with national efforts, ECPTA is developing and refining a number of campaigns and creative various incentive schemes aimed at stimulating demand, and creating an enabling environment to meet that demand.
“We have the utmost confidence in our tourism products and products owners, and will work hand-in-glove with them over the next few months, and years, to fully rejuvenate our industry,” says ECPTA’s Senior Manager, Destination Marketing, Fezeka Mlungu.
“The Eastern Cape is truly open for travel, and we will hard, in partnership with our products, especially our many rural tourism products, to showcase this message in the most effective and innovative ways possible.”
