Tourism cash set to grow

Major world events booked for Joburg over the next three years are expected to have a big effect on its economy, to the tune of R200-million.
JOBURG’S marketing strategies on the global circuit are bearing fruit, with a projected economic benefit of R200-million to the city in the next three years.

JTC CEO Lindiwe Kwele (Photo: Enoch Lehung, City of Johannebsurg)JTC CEO Lindiwe Kwele (Photo: Enoch Lehung, City of Johannesburg)A host of global eventsare taking place in the city over the next few years. They are: Tenpin Bowling World Champions in November; Mr Gay World Competitions, International Small Business Congress and Europe Africa Business Summit in 2012; World Anti-Doping Congress and 18th Agility World Championships in 2013; and the 21st General Meeting of the International Mineralogical Association in 2014.

“Joburg is certainly making strides in its reputation and developments of this nature indicate that it is indeed on the radar as an appealing destination among international associations,” says Lindiwe Kwele, the chief executive of Joburg Tourism.

She attributes this to the World Cup, the success of which the City has been using to grow its market share. It promotes Joburg as a global destination of choice for business, leisure, cultural, sports and lifestyle events.

“A fabulously successful World Cup ensured that the world experienced our capabilities and hospitality first-hand. World Cup preparation and legacy projects have served to change the geopolitical face of Johannesburg.”

Expanding Joburg’s tourism offerings and showcasing its lifestyle, design, fashion, heritage and culture is even more critical, as is profiling the urbanisation of the city, Kwele says, pointing out that tourism has a projected an economic benefit of R200-million to the city in the next three years.

It has a viable tourism sector, with many tourist attractions. Tourism in Johannesburg is a key driver of economic growth and development and its hospitality and tourism products have increased since the football competition.

“The increased business we’ve seen in the past six months gives credence to our positioning of Johannesburg as a sought-after lifestyle destination with diverse product appeal,” Kwele says.

The challenge, however, remains increasing visitor arrivals, the length of stay and spend and the number of geographic areas they visit “throughout our culturally diverse city which has so much to offer”.

The 2010 World CupJoburg was a major attraction during the 2010 World CupTourism South Africa reports that more than eight million tourists visited the country in 2010, most of whom made a stop in Joburg. The numbers grew the national tourism sector by 15,1 percent.

According to Jabu Mabuza, the chairperson of the South African Tourism board, from January to April this year, South Africa had 2 750 175 foreign tourist arrivals, up by 7,5 percent from the 2 558 715 recorded over the same period in 2010. He attributes the growth to the country’s traditional markets and exciting investment markets.

European visitor numbers rose 4,5 percent with 458 479 tourist arrivals in the period under review, the biggest tourism market being the United Kingdom, with 162 415 tourist arrivals. Visitor numbers from North America were up by 16,8 percent, the United States up 15,6 percent, Brazil up 38,4 percent, Asia up 29,3 percent, India 51 percent and China up 25,6 percent.

Tourist arrivals from other African countries grew by 7,3 percent, with Nigeria up by 27,6 percent and Democratic Republic of Congo up 21,2 percent. “We believe these tourism figures are an accurate reflection and even more importantly that the growth shown in the markets we are focused on provide a clear indication we are on the right track with our tourism target markets and strategies,” he explains.

However, Mabuza notes that the current business environment doesn’t correlate with “consistently” good tourist arrivals.