The Rise and Rise of SA’s ‘New Gold’
Whether it’s to walk the length and breadth of Robben Island where
Nelson Mandela was held captive, trek through pristine African bush on
a 21st century safari or traipse the urban malls in Robben Island where
Mandela was imprisoned search of Afro couture, more people than ever
before are travelling to South Africa.
Record Numbers
A record 7.4 million foreign visitors (10.3% more than the previous
year) entered the country in 2005 and since the first democratic
elections in 1994, tourism has almost doubled in volume. And according
to environmental and tourism minister Marthinus van Schalkwyk, the boom
looks set to continue all the way to the 2010 FIFA Soccer World Cup.
Elevated International Profile
Speaking on World Tourism Day, Van Schalkwyk said South Africa had
emerged ‘as a star performer in the world arena’ and was reaping the
benefits of an ‘elevated international profile’ since being named as
the host country for the biggest sporting event on the global calendar.
Growth in 2006
In the first four months of 2006, 2.7 million tourists entered South
Africa, a 16% increase compared to the same period in 2005. The growth
is much higher than the 6.1% experienced globally.
SA’s ‘New Gold’
Tourism already accounts for 8.15% of South Africa’s gross domestic
product (GDP) and this is expected to rise to 12% by 2014, so it’s
little wonder that it’s being called ‘the new gold’. At the 2006
tourism Indaba in Durban, KwaZulu-Natal, deputy president Phumzile
Mlambo-Ngcuka made it clear that government views South Africa’s
burgeoning tourism industry as a cornerstone of economic growth. It
has, in fact, outstripped all other sectors of the economy in recent
years.
In 2005 tourism added R55.9 billion to South Africa’s coffers – R28
billion more than gold exports. In the first quarter of 2006, the
income from tourism was a whopping R12.7 billion. Direct foreign
spending, excluding pre-booked accommodation, activities and flights,
is up 17%.
Spending Spree
Foreign visitors are spending their money on everything from
once-in-a-lifetime African safaris to consumer items for resale in
their own countries. The latter accounts for the 15.5% rise to 5.3
million travellers from South Africa’s neighbouring states and the rest
of the African continent.
Popular Markets
America, Japan and Canada lead the way for the rest of the world, with
25 258, 4 193 and 3 648 more citizens respectively arriving in South
Africa from those countries in 2005 than the year before. American
visitors were up 12% for the fourth consecutive year and Canadians
showed consistent growth of 9.8%. The most frequent length of stay for
those who fly in is seven days, followed by 10, 14 and 21 days.
The highest increase in tourists was from Nigeria (23.6%) followed by
Japan (18%), the US (12.1%), Canada (9.8%), Kenya (6%), Australia and
Italy (2%). And the United Kingdom, which represents SA’s biggest
overseas market, grew by 2.9% to 469 599 visitors.
Brazilian visitors were up by 11.3%, possibly as a prelude to the
expected influx of tourists from the soccer-mad country in 2010.
For the First or Tenth Time
Almost half of the tourists in 2005 were visiting for the first time,
while 22% were on their second or third trip and 15% were returning for
up to the tenth time.
Most people (30.8%) still come to South Africa on holiday rather than
to visit friends or family and rank scenic beauty, people and
hospitality as their top memories and experiences. Shopping, nightlife,
natural attractions, culture, beaches and wildlife are the most popular
activities. The three provinces that attract 75% of the foreign tourist
spend are Gauteng, KwaZulu-Natal and the Western Province.
Job Creation
The tourism boom has seen a 3.5% increase in the number of new jobs
created, amounting to employment for more than one million people.
A Sensory Experience
Already renowned for its matchless opportunities to view the Big 5
(lion, leopard, elephant, buffalo and rhino) in the bush, South Africa
is rapidly also becoming the favoured destination of world travellers
seeking experiences that satisfy all five senses and allow them to:
SEE: Namaqualand in full bloom after the first spring rains; the
changing landscape from the Blue Train, one of the last truly luxurious
hotels on rails; gabled Cape Dutch architecture; the majestic peaks and
valleys of the Drakensberg; whales splashing in the seas off the rugged
southern Cape coast; a blazing orange sunset; the spectacular view from
Table Mountain; the Kgalagadi desert’s sculpted dunes; the bright
colours of an Ndebele village or exquisite hand-made beadwork.
HEAR: The roar of a lion on a starry Bushveld night; waves
crashing against rocky Cape Point; traditional drums signalling dinner
at ultra-luxurious game lodges; the melodious song and rhythmic
clapping of tribal music.
TOUCH and FEEL: The soft kiss of the sun on bare shoulders; an
invigorating mid-winter day on the Highveld; the adrenalin rush of a
bungee-jump off the 216m-high Bloukrans bridge.
SMELL: The heady aromas of Durban’s spice market; the flat, rich
Free State earth after a summer storm; the bouquet of an award-winning
Cabernet Sauvignon amid the vineyards where its grapes were grown;
indigenous wood on a roaring fire in a traditional reed boma.
TASTE: Gourmet cuisine, typical township fare or the exotic
local flavours of crocodile, bobotie, Karoo lamb, biltong and mopani
worms; some of the finest wines in the world; oysters fresh from the
sea at Knysna’s annual festival; marula liqueur from lush Limpopo,
South Africa’s Eden.
Take your Pick
There truly is something for everyone in South Africa, as more than
seven million foreign visitors found out in 2005. Apart from blue
skies, sunny days and spectacular natural scenery, the history and the
people themselves are draw cards for anyone seeking a holiday laden
with happy memories.
