The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed.
The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted.
The main findings from the key informant interviews and focus group discussions were the importance of recognising the market profiles of domestic tourists and the general population in South Africa, especially in relation to the Domestic Tourism Scheme’s target groups. Several challenges were identified including financial, safety and security concerns, infrastructure and service provision, perceptions and knowledge of domestic tourism products and opportunities, seasonal fluctuations, marketing and promotion, pollution and litter/ grime, accessibility and discriminatory practices and COVID-19 pandemic and other disruptions. Key opportunities were also identified, including diverse tourism products and experiences, domestic tourism incentives, demand, location and digital/ technological changes. Very few participants were aware of the Domestic Tourism Recovery Framework and Domestic Tourism Scheme, but there w generally high levels of support once they were made aware of these strategies. Several stakeholders were identified, including government, tourism industry associations, tourism businesses, major tourist attractions and local communities. The recovery and resilience of domestic tourism in South Africa require collaboration and cooperation among these stakeholders. The National Department of Tourism was deemed to be the lead coordinator/ champion. Several mediums of communication were identified, cautioning that targeted rather than generic approaches were required. Training and capacity development issues were also highlighted, with key areas identified, such as customer service, business support and sustainability aspects.
The proposed Domestic Tourism Recovery Framework was supported by the key informants and focus group discussions. Thus, no major changes to the proposed Framework were undertaken, although aspects were updated based on the responses from stakeholders. The four steps to reignite domestic tourism demand in South Africa (re-evaluate, reconfigure, respond and stimulate domestic tourism demand) are retained, informed by the DPSIR approach. The Framework draws on the tourism recovery strategy by encouraging a phased approach to reignite the domestic sector. The focus on Small, Medium and Micro Enterprises (SMMEs) and stimulating domestic tourism demand are highlighted.
The Domestic Tourism and Awareness Framework draws from wide-ranging consultations with key stakeholders and provides guidance on how communication within the tourism sector can align with the government’s overall vision and core aims and objectives, most importantly, increasing its resilience and contribution to the country’s economy. The main aspects of the Framework are setting goals and identifying stakeholder roles, setting out guiding principles, identifying and understanding audiences, message design, targeting stakeholders using appropriate communication mediums, and identifying communication barriers and mitigation measures. The Framework should be used to develop a strategy and an associated implementation plan, including an embedded awareness campaign, a framework for
monitoring and evaluation and recommendations for supporting actions. Six components for implementation are highlighted: setting goals and identifying roles (that is, establishing what the different groups involved need to do); identifying key audiences and understanding their needs/ preferences; developing key messages and testing these before using them at scale; identifying the most effective modes, methods and channels for communication of messages; and establishing ways to monitor and evaluate the impacts of the communications efforts inspired by the strategy.
In terms of skills development and training, the development of a responsive and agile training and education system is advocated. It is proposed that the conceptualisation and implementation of domestic tourism and skills development should commence with a national skills audit to identify training needs, priority needs and training capacity. Various barriers to effective training were identified, including funding/ financial constraints, quality of training, logistical challenges and awareness of training opportunities that need to be addressed.
Finally, the monitoring and evaluation indicator approach is presented, linked to the Theory of Change. The key components of this framework include championing (with the Department of Tourism identified as the main champion), communication, institutionalisation, embedding and actioning (which includes the identification of indicators in specific categories). The specific indicator categories were domestic tourists, economic impacts/ job creation, domestic tourism products and services, projects/ programmes to reignite domestic tourism, the Domestic Tourism Scheme, safety and security, funding/ investment, training, media and communication monitoring (assessing the effectiveness of the implementation of the awareness and communication approaches adopted), sustainability, organisational support, and development and implementation of sustainable domestic tourism policies/ strategies, frameworks and guidelines by tourism authorities and local governments.
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The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to
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