The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. The aim of the study is to examine how niche tourism may be leveraged as part of the tourism sector’s recovery plan to rejuvenate supply and ignite demand post COVID-19. One specific niche, namely rural tourism, is investigated in detail. The COVID-19 crisis forces a renewed attention on both the potential opportunities and challenges of different spaces for rural tourism development in South Africa and of the need for evidenced-based research to inform future policy developments. This was undertaken in three case studies of rural tourism in Limpopo Greater Giyani Local Municipality; in Mpumalanga Thaba Chweu Local Municipality and in Eastern Cape Raymond Mhlaba Local Municipality. Four key findings are observed. First, geographical variations exist in relation to the character and challenges facing rural tourism. This underscores the need to conceptualize and plan for rural tourism spaces in terms of (at least) three categories of fringe, in-between and remote/exotic. Second, is the poor and unsupportive institutional environment for rural tourism development in all case study municipalities. The research points to an environment for rural tourism which is dominated by considerable mismanagement and local government shortcomings as underlined by the fact that all three case studies are run by local governments classified by the Department of Cooperative Governance as “distressed and dysfunctional”. Three, the devastating impacts of COVID-19 for the tourism economies of all three local municipalities are apparent with a dramatic reduction within one year in the contribution of tourism to local GDP because of COVID-19 impacts. Four, the findings underscore the imperative for stimulating a recovery in tourism into these areas for promoting local economic development. Additionally, they point to evolving a policy framework for rural tourism revival which is not a one-size-fits-all policy but anchored on the nuances and challenges of (often) markedly different rural tourism spaces. The report presents findings based on 70 interviews. Beyond COVID-19 issues the major challenges facing the growth of rural tourism surround the chronic shortcomings of local government. Tourism business activities are constrained by the infrastructural deficiencies which are experienced by these businesses. The failure of local government to address the improvement and basic maintenance of roads, local water supplies or provide street lighting and signage are fundamental issues of concern for stimulating rural tourism in these areas. Local tourism businesses highlighted a number of interventions and support needs from government, such as financial support, improved marketing and enhancing local Tourism Information Centres. Arguably, such potentially useful support measures can only be impactful if undertaken in parallel with or following addressing the infrastructural shortcomings which are as a result of the inadequate performance of local government. In final analysis the report offers several key conclusions and recommendations relating to rural tourism. Show less

The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. The aim of the study is to examine how niche tourism may be leveraged as part of the tourism sector’s recovery plan to rejuvenate supply and ignite demand post Show more

The study aimed to re-examine perspectives on the recovery of South Africa’s domestic tourism in a COVID-19 environment; stipulating the aim and objectives. There is consensus about the role of domestic tourism in the tourism sector’s recovery post the devastating impacts of the COVID-19 pandemic. A multi-conceptual theoretical framework (sustainable tourism development approach and ecosystem-based operational model) permits an examination of complex systems and phenomena (such as tourism) that have multidimensional as well as demand and supply-side aspects and impacts that are influenced by environmental, political, economic, and social factors. A desktop study informed the research that focused on key thematic areas: domestic tourism and the COVID-19 pandemic context and trends, domestic tourism responses to the pandemic, challenges for reigniting domestic tourism, innovative responses that are emerging and recommendations that are evident. In terms of the methodological approach adopted, national online surveys as well as face-to-face surveys in purposively selected cities/ towns (Cape Town, Durban, Johannesburg, Kimberly and St Lucia) were conducted with tourism service providers (406 completed) and the general public (1 034) completed, examining supply-side and demandside/ travel behaviour patterns and perspectives, respectively. The results indicate South Africa has numerous wellestablished tourism destinations, products and resources available to rebuild a viable and strong domestic tourism sector; including internationally recognised coastal and marine, nature conservation sites and cultural tourism products. Additionally, while most South Africans generally have little, if any, disposable income; there is a sufficient proportion of the population who have discretionary income and many South African residents in this study exhibit a desire to participate in tourism activities. Thus, effective targeted marketing and providing incentives/ packages to promote domestic tourism will be critical to unlocking the potential to encourage travel and pent up demand. There are differences in tourism service provider impacts linked to type of tourism activities involved in, number of years operational, number of employees, turnover and provincial location. In relation to travel preferences, key influential factors are population group, age, income level, employment status, educational level, household size and the location of place of residence. The SWOT analysis details the strengths and opportunities as well as the weaknesses and threats that need attention. The results indicate that tourism service providers involved in customer-dependent activities located in Gauteng and KwaZulu-Natal with lower turnovers, a smaller number of employees and operational for fewer years are more vulnerable to pandemic impacts and are likely to take longer to fully recover. Government and the private sector need to work together to develop affordable and quality domestic tourism products/ packages and services for local consumption while transitioning the tourism sector to be sustainable and resilient to deal with future disruptions. A framework for embracing an ecosystem operating model is proposed highlighting four key steps: re-evaluate, reconfigure, respond and stimulate domestic tourism demand. The importance of timely research with appropriate monitoring and evaluation is also underscored. Show less

The study aimed to re-examine perspectives on the recovery of South Africa’s domestic tourism in a COVID-19 environment; stipulating the aim and objectives. There is consensus about the role of domestic tourism in the tourism sector’s recovery post the devastating impacts of the COVID-19 pandemic. A multi-conceptual Show more

In common with the rest of the world, the tourism sector of South Africa experienced the radical impacts of COVID-19. The magnitude of the pandemic will reshape existing patterns of tourism demand and supply which need to be understood and researched for designing appropriate policy interventions. Little knowledge exists to understand how COVID-19 has affected the supply and demand of tourism products in South Africa. It is against the background of the rolling COVID-19 pandemic, its devastating impacts for tourism and of initiatives for re-igniting demand focused on domestic tourism that this research was undertaken. The aim of the study is to assess the impact of COVID-19 on the demand and supply of tourism products, with a view to propose interventions to meet the needs of tourists, particularly domestic tourists, post COVID-19 through an approach of undertaking case studies of local destinations offering a different mix of tourism products. The research involved a demand-side and supply-side analysis. The demand-side involved a desktop review of existing international literature relating to COVID-19 and consumer travel intentions. Material from 23 countries was accessed to reveal several themes about risk perceptions and consumer travel intentions as well as of changing demand preferences in the context of the continuing COVID-19 crisis. The supply-side of the research was done through the approach/lens of undertaking case studies of local destinations each of which offers a differing mix of tourism products and thus of challenges/opportunities. Three locality case studies were undertaken of tourism product clusters focused on Bela-Bela, Limpopo, Bushbuckridge, Mpumalanga and Overstrand, Western Cape. Across these areas, 60 interviews were undertaken with key private sector tourism product owners. The interview schedule was designed to determine the issues of COVID-19 impacts including responses of enterprises, their challenges and potential support requirements/interventions to address any opportunities in relation to domestic tourism. From the demand-side and supply-side analysis, the results from this investigation point to a total of 13 policy recommendations for the Department of Tourism in addressing the impact of COVID on changing tourism demand and supply. Overall, the analysis and research findings provide the foundations of an evidence base to inform the Department of Tourism of policy opportunities in order to shape the tourism sector’s supply and demand for meeting the needs and changing demands of (especially) South African domestic tourists in the COVID-19 environment. Show less

In common with the rest of the world, the tourism sector of South Africa experienced the radical impacts of COVID-19. The magnitude of the pandemic will reshape existing patterns of tourism demand and supply which need to be understood and researched for designing appropriate policy interventions. Little knowledge exists to Show more

The overall aim of the study was to explore the impact of COVID-19 on the Tourism-Transport Interface in South Africa with a view to proposing a scenario where this relationship might create opportunities for tourism to prosper post COVID-19. The research followed a three-step process beginning with a systematic description, based on literature and secondary data, of the overall tourism/transport interface and the modes of transport, with particular reference to air and road transport. Thereafter, interviews with senior stakeholders in the airline, bus/coach and car rental industries were conducted, with these outcomes supplemented by available statistics, providing some insight into the impact of COVID-19 on the relevant sectors. The third step in the research method was to conduct scenario planning workshops with leaders in the aviation (completed), car rental (completed) and coach/bus travel (pending) sectors. The research underscores the integral nature of transport to tourism as the enabler of accessibility to, and connectivity within, South Africa as a tourist destination. The transport/ tourism interface is shown to be a highly interdependent system influenced strongly by demand, policies, infrastructure and inter-modality. While history has had a strong influence on modal choice for tourism purposes in South Africa, current pre-COVID challenges in the transport sector such as consumer behavior, transport policies and regulations, infrastructure and resource limitations are affecting international, regional and domestic tourism. One of the biggest challenges in reporting on the impact of transport for tourism and vice versa is the lack of focused data which can reflect the true nature of the interdependence of tourism and transport. Taken from various primary and secondary sources and from an international, regional and domestic perspective, this study found that most transport modes used for tourism purposes have been under pressure with little to no growth over the past number of years (pre-COVID). Rail travel as an option for tourists has decreased substantially, both regionally and domestically, there has been no real growth in coach/bus travel and declining growth in the car rental market. Private motor vehicles remain the most used for domestic tourism, particularly for purposes of VFR but the shortcomings in focused research data remains problematic in drawing accurate conclusions on this market. Show less

The overall aim of the study was to explore the impact of COVID-19 on the Tourism-Transport Interface in South Africa with a view to proposing a scenario where this relationship might create opportunities for tourism to prosper post COVID-19. The research followed a three-step process beginning with a systematic description, Show more

The overall aim of the study was firstly to identify and analyse global shifts as well as tourism specific megatrends that impact the tourism sector at a global, regional and local level, from both the demand and supply sides; and secondly to develop a framework that will enable the sector to proactively respond to challenges and capitalise on opportunities for the future development of sustainable tourism products and services over time. The study was conducted over two phases. During phase 1, using in-depth interviews and a futures workshop with senior tourism stakeholders, five megatrends that will impact South Africa’s tourism sector were identified. Economically, tourism will be influenced by global and local economic growth with South Africa continuing to underperform. Politically, safety and security, policy uncertainties and a rise in social unrest, will remain the biggest challenges for the sector. Socially, there will be opportunities but also challenges in meeting changing demand driven by new markets (such as China and Africa). The pervasiveness of technology and the influence of social media on tourists’ purchase paths, will present new opportunities while at the same time putting pressure on balancing potential job opportunities and losses. Environmentally, climate change and carbon emissions will have an increasingly important impact on tourists’ desire to visit destinations, especially those geographically far from markets. During the second phase of the study a Strategic Framework to respond to the impact of megatrends was developed and tested through consultative workshops with leaders in the tourism sector. The Framework represents a process through which the sector can respond to the impact of megatrends, central to which would be some form of institutional structure that drives this process from the highest level. The process begins with the identification of megatrends based on “warning signals” or observed indicators and then constructs future scenarios based on these trends. This future view allows for the setting of an agenda of priority issues depending on the perceived magnitude of emerging megatrends. Show less

The overall aim of the study was firstly to identify and analyse global shifts as well as tourism specific megatrends that impact the tourism sector at a global, regional and local level, from both the demand and supply sides; and secondly to develop a framework that will enable the sector to proactively respond to Show more

The leveraging state assets for tourism development was identified by the Department of Tourism as a focus for research in the National Tourism Research Agenda. The University of Johannesburg undertook a 2-year research project to examine the potential for leveraging the state assets for a demand-driven approach for inclusive tourism. The project examined the potential for leveraging the state assets – national and sub-national tiers – for a demand-driven approach for enhanced support and promotion of tourism SMMEs which are owned or operated by black South Africans. This policy focus is social inclusion in the tourism sector. The research project involved conducting a number of investigations about the challenge of maximizing state assets in relation to different forms of state assets and by different levels of government. In year one of this project, studies were undertaken of the leveraging of state assets in terms of the Pilanesberg nature reserve in North West province and at the municipal level the leveraging of assets for potential tourism development in the Overstrand Local Municipality, Western Cape. In year 2, parallel investigations were undertaken to those completed in phase one. The example of a large state-owned asset linked to nature-based tourism, namely Addo Elephant National Park in Eastern Cape Province was interrogated in terms of questions of leveraging for Black SMME development. In addition, a second locality study was undertaken (also based in the Eastern Cape Province) which focused on King Sabata Dalindyebo Municipality. Finally, also as part of phase two, a thematic study was undertaken on the chequered development and potential of municipal caravan parks and camping. The major conclusion that comes out of the study – and which runs through all the empirical investigations is the under-performance of state assets in relation to inclusive tourism development. Overall, the UJ study argues that there is a fundamental need for improved asset management for tourism and for the development of an asset management framework specifically for tourism assets in South Africa. Show less

The leveraging state assets for tourism development was identified by the Department of Tourism as a focus for research in the National Tourism Research Agenda. The University of Johannesburg undertook a 2-year research project to examine the potential for leveraging the state assets for a demand-driven approach for Show more

In South Africa, the contribution of the public sector to economic growth cannot be understated. The contribution can take place through several channels, including via the tourism sector. The chained- tourism activities that result from direct government expenditures are characterised in this report as consisting of the public sector-generated tourism value chain. The chained-tourism activities are triggered when a meeting, conference or event requires government personnel to be away from their usual environment for at least 24 hours. Such absence requires that transport and accommodation, as well as food and beverages, be both organised and paid for. Certain suppliers benefit from the government expenditures incurred by providing transport, accommodation, food and beverages, or other services to the travelling government personnel within the value chain. The amended Tourism B-BBEE Sector Code gazetted by the Department of Trade and Industry in November 2015 seeks to ensure that the economic benefits of the booming tourism sector accrue to previously disadvantaged races as well as to the more traditionally privileged. Using government expenditures on tourism-related activities between 2013/14 and 2017/18, and the suppliers registered with the National Treasury, the study examines the value chain of the tourism sector generated from the public expenditures, and it attempts to determine the type of enterprises that benefit from within the value chain. The findings of the study are earmarked to produce policy recommendations that will aid the promotion of economic transformation that are set to enable the participation of previously disadvantaged races in the tourism value chain, particularly in terms of improving access to the procurement channels involved. Show less

In South Africa, the contribution of the public sector to economic growth cannot be understated. The contribution can take place through several channels, including via the tourism sector. The chained- tourism activities that result from direct government expenditures are characterised in this report as consisting of the public Show more

Coastal and Marine Tourism (CMT), as part of the oceans economy, offers significant development opportunities that can contribute to job creation and sustainability. However, a desktop study funded by the National Department of Tourism (NDT) revealed that there are limited national and international best practices to assess the economic impacts of CMT. To examine the economic impacts of CMT in South Africa, surveys were implemented with demand-side (tourists/ users/ customers) and supply-side (the accommodation sector, CMT business owners, retail outlets and tour operators) coastal and marine stakeholders. This presentation presents the descriptive analysis of survey results from key stakeholder groups. The results are used for the economic modelling as well which used the Input-Output (I-O) model and Tourism Satellite Account (TSA) approaches. A proportionate targeted sampling approach was used to survey 3 031 tourists/ users/ customers, 125 accommodation establishments, 125 restaurants and retail outlets, 94 CMT business owners and 66 tour operators. The surveys were undertaken in KwaZulu-Natal, Western Cape and Eastern Cape. CMT locations in these provinces were purposively chosen and persons systematically selected. The demographic profile of tourist/ user/ customer respondents indicate diversity in terms of gender and historical racial groups with most having post-matric qualifications and having higher than average incomes. The majority of these respondents were also overnight and day visitors. The majority of respondents participated in in multiple CMT activities. This shows high levels of interest in CMT products/activities. CMT locations also have repeat visitors and attract new visitors. There was also high levels of satisfaction among visitors with CMT activities and experiences. Most respondents spent on food and drinks and travel. The highest average spend by tourists was for travel and accommodation during visit to South Africa. Shopping as well as food and drinks also had relatively high average spend. In terms of the supply-side stakeholder key findings, most of these businesses were operational for more than 10 years. The months regarded as high and low season were similar for all stakeholders with occupancy rates/ number of clients and average spend per client rates being substantially higher during high compared to low seasons. Research challenges were noted, especially in relation to undertaking fieldwork in Northern Cape and interviewing supply-side stakeholders. These issues were also raised during the piloting phase of the research. Differences were noted in terms of expenditure patterns among the stakeholders. However, the highest average expenditure was generally for salaries/ wages followed by capital expenditure. In terms of use of service providers/ suppliers, the highest was for restaurants and retail establishments followed by tour operators and accommodation establishments. Among all the stakeholders who used service providers, most were locally-based which indicates support for local businesses which is a key component of the transformation agenda. However, few service providers were identified as being black or female-owned. In relation to employment trends, the results show that accommodation establishments employed the most staff and CMT businesses the least. Most staff were locally-based. No discernible gender differences emerged. Africans are employed the most in many businesses which is important given that this is the main equity target group. The importance of developing a standardised framework to measure, monitor and manage the economic impacts of CMT in South Africa remains. This research will inform the development of a framework for CMT. Show less

Coastal and Marine Tourism (CMT), as part of the oceans economy, offers significant development opportunities that can contribute to job creation and sustainability. However, a desktop study funded by the National Department of Tourism (NDT) revealed that there are limited national and international best practices to assess the Show more

Global tourism has grown steadily over the last 60 years and is predicted by the World Travel and Tourism Council (WTTC) to reach 1.8 billion international arrivals by 2030. As an economic sector it has outperformed the global economy for the seventh year running, growing by 4.6% against 3%. This has not been the case in South Africa despite the fact that South Africa currently gains the lion’s share of international arrivals to the African continent. According to StatsSA, the contribution of tourism to the economy has declined from 3.3% in 2006 to 2.8% in 2017. Despite this tourism is increasingly being perceived as an important economic driver that can help turn South Africa’s fortunes around. Globally tourism is influenced by shifts and megatrends, and South Africa, as part of this global industry, is also affected by these megatrends. This raises the question of whether South Africa can harness the opportunities presented by these megatrends to stimulate the growth of the tourism sector to contribute more to economic growth in South Africa. The aim of this study was to identify the megatrends that affect tourism globally, to assess the impact of these trends on the South African tourism industry and to develop a number of scenarios that depict the possible direction of tourism in South Africa. The future scenarios provide the alternative directions in which tourism can develop towards 2030 within the context of both certainties and uncertainties in the South African tourism sector. Five major trends were identified using a qualitative approach comprising the analysis of secondary sources and in-depth interviews with tourism industry leaders and policy makers: Economic; Political; Social; Technological and Environmental. Four future scenarios were developed through a consultative workshop. Each scenario depicts the level of competiveness and industry integration that could potentially be achieved under different sets of circumstances with the best-case scenario showing an industry that is highly competitive and fully integrated. Show less

Global tourism has grown steadily over the last 60 years and is predicted by the World Travel and Tourism Council (WTTC) to reach 1.8 billion international arrivals by 2030. As an economic sector it has outperformed the global economy for the seventh year running, growing by 4.6% against 3%. This has not been the case in South Show more

In recent years storytelling has gained increasing attention as a global marketing trend and development tool in the tourism industry. Studies have shown that a “real” or “fictive” story associated with a destination or its peoples has the distinct ability to give the specific area an advantage over its competitors, while still simultaneously providing the tourist with a more valuable and “unique” experience. This essentially means marketing domestic and international tourist destinations as “story-scapes” through the interaction between all stakeholders, including story tellers, tourist guides and tourists. This capitalises on the tourist’s adherent need for a more authentic story behind the tourism product, along with the tourist’s interest of how this “unique” story was acquired, created and then ultimately conveyed in an understandable and meaningful way. This project explored the viability and practicality of considering and incorporating the “Indigenous Story Teller” (IST) into the wider tourist guiding sector of South Africa. It recommends the creation of a new tourist guiding classification to add to the established three levels of tourist guiding already regulated and monitored within the country. It suggests the possible addition of an unit standard which will enable the culture guide to facilitate and provide a platform for the inclusion of the IST in the tourism sector. Culture guides will therefore be elevated to a position where they are enabled to facilitate the inclusion of the IST in the tourism offering and mediate between the IST and the tourist group as an intercultural communicator. They will also need to play the role of a conservator in ensuring that the IST and his/her landscape is preserved, respected and not damaged. In the case study of the Northern Cape the report illustrates that the concept IST refers to a diverse collection of local voices that contribute to the authenticity and integrity of a particular tourist attraction. This model can also be applied generically throughout South Africa with the range of indigenous and marginalised voices that abound. In essence, in this role, the cultural tourist guide becomes a co-creator of the IST experience. Show less

In recent years storytelling has gained increasing attention as a global marketing trend and development tool in the tourism industry. Studies have shown that a “real” or “fictive” story associated with a destination or its peoples has the distinct ability to give the specific area an advantage over its competitors, Show more