The pursuit of Community-Based Tourism (CBT) is considered a vital strategy for promoting sustainable development, empowering local communities, and preserving cultural and natural heritage in South Africa. A review of the call for proposals in the NDT tender documents on CBT theme indicates that the South African government has, over the years, implemented numerous projects designed to help communities generate income, create employment opportunities, and preserve cultural heritage. However, the transition of these projects into fully community-owned and community-driven enterprises has been limited. Many communities have shown minimal uptake in assuming responsibility for CBT initiatives once government involvement ends, leading to weak ownership structures and a lack of sustained interest. Although CBT holds considerable potential to foster sustainable development, promote local empowerment, and conserve cultural and natural resources, its effectiveness in South Africa remains constrained by a range of systemic challenges. These include manifestations of the ‘tragedy of the commons,’ limited marketing skills and entrepreneurial capacity within communities, and restricted access to both markets and financial resources. Moreover, a lack of genuine community buy-in often reinforces perceptions that they are ineffective or unsustainable. The persistence of these challenges raises critical questions about the structural and operational design of CBT projects in South Africa, the conditions under which they succeed or fail, and the extent to which existing models align with the needs, aspirations, and capabilities of local communities. In alignment with the foregoing context, the study adopted a qualitative research design to collect and analyse data. Two primary data collection methods were employed; first was the multi-stakeholder workshop, which facilitated collective dialogue and knowledge sharing among diverse actors involved in CBT projects; and second, key informant interviews, which complemented the multi-stakeholder workshop and provided in-depth insights from individuals with specialized knowledge and experience in CBT operations. Show less

The pursuit of Community-Based Tourism (CBT) is considered a vital strategy for promoting sustainable development, empowering local communities, and preserving cultural and natural heritage in South Africa. A review of the call for proposals in the NDT tender documents on CBT theme indicates that the South African government Show more

Tourism is widely recognised as a key driver of economic growth, employment, and social development in South Africa. However, the sector’s full potential remains underutilised due to persistent challenges such as fragmentation, weak coordination, infrastructure deficiencies, and limited evidence-based understanding of how the tourism supply value chain functions. This study, led by the CSIR, represents the first comprehensive mapping and systems analysis of South Africa’s tourism supply value chain. It reconceptualises tourism not as a collection of isolated sectors, but as a dynamic, interconnected system of sub-sectors, stakeholders, and contextual factors that collectively generate value. The research addresses a major knowledge gap by identifying the structures, interdependencies, and behavioural dynamics that underpin value creation within the tourism system. Specifically, it identifies the key sub-sectors that comprise the value chain, the products and services within each, the stakeholders involved, and the relationships that link them. In doing so, the study provides a holistic picture of how tourism functions as a complex adaptive system that underpins South Africa’s competitiveness, resilience, and sustainable development. Show less

Tourism is widely recognised as a key driver of economic growth, employment, and social development in South Africa. However, the sector’s full potential remains underutilised due to persistent challenges such as fragmentation, weak coordination, infrastructure deficiencies, and limited evidence-based understanding of how the Show more

Tourist guiding is an important subsector of the tourism sector. In South Africa, tourism forms an important contributor to the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the sector. Despite this, transformation within the subsector has been relatively slow, particularly for women and the youth. This is concerning as the highest rates of unemployment in South Africa are among the youth. Therefore, the overall aim of this study was to examine the potential opportunities, challenges, and barriers to transformation within the tourist guiding subsector, with an emphasis on previously disadvantaged groups. The study adopted a mixed-method research design, to ensure a holistic and in-depth investigation into the research topic. Given the large population of guides in the country, registered in alignment with the Act (3 of 2014), a quantitative approach using surveys was adopted to gather information from tourist guides. A mix of purposive and snowball sampling was used in disseminating an online survey link to tourist guides. Furthermore, to increase the response rate, data was also collected directly at key tourism attractions in the various provinces. A total of 434 usable surveys were collected. In addition, a qualitative approach was used to gain a deeper understanding of challenges to transformation, as well as, importantly, opportunities for transformation from an administrative and practical perspective. This was carried out in the form of in-depth interviews conducted with the provincial registrars of tourist guiding, as well as representatives of various tourist guiding associations, resulting in a total of 12 interviews. Findings from the surveys indicated that the tourist guiding subsector in South Africa is dominated by Black men between the ages of 35 and 44, highlighting issues of participation among women and the youth as has been previously noted. Most tourist guides operate within the culture-guiding category rather than adventure and nature, while Gauteng was the most represented province in terms of area of operation. These results are supplemented by those from the qualitative aspect of the study, where key findings emphasised the key role that the national and provincial registrars play in the cohesiveness of the subsector; in the achievement of the professionalisation of tourist guiding, given their ability to advance key aspects of transformation, as well as ensure that practical measures can be realised. Furthermore, the findings also point towards significant challenges that are faced by all stakeholders within the subsector, including tourist guides, registrars and associations – all of which act as inhibitors to the achievement of transformation in the subsector. Some of these challenges relate to the qualification of tourist guides, particularly in terms of costs and upkeep, registration and professionalisation of the subsector; administrative burdens; fragmented communication between stakeholders inhibiting transformation of the subsector. Also noted were issues surrounding awareness of the sector and how to become a tourist guide, particularly among the youths. Whilst key stakeholders have faith in the ability of the sector to be transformed and become a platform for career development among previously disadvantaged groups, there are many hurdles that need to be overcome before this can be realised. Additionally, the findings indicate a passion and willingness among all stakeholders to work cohesively to both grow and transform the subsector, thus providing a positive outlook for the future of the tourist guiding. Show less

Tourist guiding is an important subsector of the tourism sector. In South Africa, tourism forms an important contributor to the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the sector. Despite this, transformation within Show more

This study explores the impact of electricity cuts on tourism, focusing on micro and small accommodation establishments in South Africa. Engaging with 331 entities—comprising 76% micro and 24% small accommodation enterprises—reveals that an overwhelming 97% encounter significant to moderate operational impacts due to electricity cuts. These impacts are primarily increased operational costs, reduced revenue, compromised safety and security of the establishments, with 27% reporting job cuts—not a desired consequence for a nation grappling with high unemployment rates. Despite adopting various alternative energy sources, including gas appliances, generators, and batteries and inverters (powered by either Eskom or solar energy), only 21% manage to sustain all in-room amenities during power outages. The findings suggest that generators, despite their drawbacks such as noise and pollution, in conjunction with other alternative energy sources, offer a reliable and higher intensity power source sufficient to maintain full operational capabilities during electricity cuts. The survey also discloses a notable turn towards renewable energy, mainly solar systems and inverters, within the last year among 33% of accommodation establishments, motivated by the intensifying frequency and severity of electricity cuts. While the growing inclination towards solar power installations is favorable for long-term energy solutions, the financial requirements to support full-scale operations pose a significant hurdle towards complete independence from the grid or alternate sources such as generators. Interestingly, domestic guests are the ones that demand uninterrupted services from accommodation establishments, no matter the size, with connectivity being their primary concern. The results highlight that over half of the micro and small businesses have self-financed their alternative energy infrastructures, suggesting challenges in accessing loans due to high interest rates and the diminutive scale of their operations. Over 60% of the survey population expressed unawareness of the Green Tourism Incentive Program (GTIP), with a mere 3% benefiting from its grants, indicating an awareness gap among micro establishments compared to their small counterparts. The results also suggest that there are more graded tourism establishments unaware of the GTIP than are aware, even though being graded is a key requirement for the GTIP grant. Another key element from the results is that electricity cuts significantly contribute towards food waste. Accommodation establishments are, however, adjusting reduce this waste by adapting cooking methods and changing menus. The study underscores the critical challenges and opportunities faced by South Africa's tourism small, medium, micro enterprises (SMMEs) amidst the electricity crisis. It advocates for strategic support mechanisms, improved awareness, and access to financial assistance to foster a sustainable and resilient tourism industry capable of navigating the complexities of energy shortages and contributing to the broader goals of sustainable development and environmental conservation. Show less

This study explores the impact of electricity cuts on tourism, focusing on micro and small accommodation establishments in South Africa. Engaging with 331 entities—comprising 76% micro and 24% small accommodation enterprises—reveals that an overwhelming 97% encounter significant to moderate operational impacts due to Show more

This research study builds on the concept of the Indigenous Story Teller (IST) created and developed in two previous commissioned UP research reports. The IST was conceived of and considered as a unique opportunity to counter the exclusionist nature of tourist guiding regulations and as potential for the South African tourism market. This current research focuses on the mechanisms to recognise the IST and the ways in which this integration into the tourist guiding landscape can be actualised. The research promulgated three flexible scenarios in order to implement this integration with varying implications for the tourist guiding fraternity. These can be classified as the “Current”, “Viable” and “Ideal” scenarios. Besides the integration of the IST in various propositions, these scenarios will also have a profound impact on the profile and ambit of the tourist guide per se, leading to a more professionalized and enhanced positionality of the guide in the South African tourism domain. Moreover, it is argued that not only will the recognition of the IST enhance the South African tourism offering at so many levels, but ultimately also make the South African tourist guiding sub-sector an international pioneer as well as a world trendsetter in terms of the integration of the IST. Show less

This research study builds on the concept of the Indigenous Story Teller (IST) created and developed in two previous commissioned UP research reports. The IST was conceived of and considered as a unique opportunity to counter the exclusionist nature of tourist guiding regulations and as potential for the South African tourism Show more

Accommodation grading systems officially exist in many countries and globally, including South Africa, there are official star grading systems to classify tourism accommodation based on physical and qualitative criteria. The Tourism Grading Council of South Africa (TGCSA) plays a critical role in providing standardised ratings for accommodation establishments. However, in recent years, the tourism landscape has evolved significantly, driven by changing consumer preferences, emerging trends, and advancements in technology. Therefore, it is essential to ensure that the grading system remains relevant and effectively serves the needs of both domestic and international tourists. This study examines perceptions of the influence and effectiveness of the tourism accommodation grading system in South Africa to provide insights into the relevance of the grading system and recommendations. A multi-conceptual theoretical framework is used, integrating institutional, quality management, diffusion and stakeholder theories. A mixed methods research design was adopted that includes desktop, quantitative (507 online and face-to-face interviews with consumers who used, were using or planned to use an accommodation establishment) and qualitative (30 purposively selected key informant interviews targeting 10 organisations, 10 graded establishments and 10 non-graded establishments) components. The results indicate support for accommodation grading (emphasis was placed on independence and credibility) and reviews/ ratings more generally. There was also some support that graded establishments are higher priced and higher levels of service quality and provision of amenities/ product offerings are expected. Most respondents did not regard the grading system as being very effective. The criteria used for grading are in alignment with factors deemed to be important by the respondents and key informants, with sustainability and transformational imperatives perceived to require greater attention. Issues were raised in relation to whether the criteria focused on ‘ticking boxes’ (the presence of attributes) rather than quality. Recognising the increased prominence of social media and ratings/ reviews, as well as diversity among accommodation establishments and considering niche/ non-conventional accommodation establishments in terms of type (such as Airbnbs) and location (specifically in townships and rural areas), were underscored. The need to consider multiple systems (including independent grading and reviews/ rating) that are complementary and institutionalising a monitoring and evaluation framework are key recommendations. Show less

Accommodation grading systems officially exist in many countries and globally, including South Africa, there are official star grading systems to classify tourism accommodation based on physical and qualitative criteria. The Tourism Grading Council of South Africa (TGCSA) plays a critical role in providing standardised ratings Show more

Accommodation grading systems, such as the Star Grading System in South Africa, are classification or rating systems used in countries worldwide. It provides quality assurance and a sense of legitimacy to the business benefitting both the supply and demand side of the sector. Given the continuous changes the sector faces, the pressure on the green economy, the expansion of technology and the changes in visitor and tourist needs, the Tourism Grading Council of South Africa (TGCSA) must effect these changes in the grading system. The study analysed the perceived impact(s) of the accommodation rating system on establishments’ service quality, improvement, and performance in South Africa from a demand and supply perspective. For the tourists and visitors, the influence of grading on travel decisions. For the graded establishments, perceptions related to relevance, application, and influence of the rating system on performance were important. Given the current trends in the tourism sector, the importance of sustainability, technology safety and security as critical elements in grading were assessed for both population groups. Quantitative research was conducted after a thorough desktop study. The online survey conducted on ProQuest resulted in 440 South African respondents, 384 German respondents, 384 Indian respondents and 384 respondents from the rest of Africa totally 1536 questionnaires. The online survey was distributed through the TGCSA database resulted in 186 (in progress) questionnaires. From the demand perspective, it was found that accommodation choice is mainly influenced by pricing and safety and security. Technology was identified as a quality attribute for graded establishments followed by sustainability and service levels. Specifically, the grading criteria should assess aspects such as food waste and recycling and these are predictors of accommodation decisions. From a supply perspective, graded establishments generally indicated being satisfied with the level of professionalism of TGCSA assessors and the grading criteria applied by the council. Critical aspects such as grading contributing to the legitimacy their establishments, provision of relevant industry information, grading being a necessity for accommodation establishments in South Africa, while conveying a message of quality and trust were indicated by respondents. Intriguingly, in line with the demand perspective, suppliers ranked the sustainability efforts of the establishment, technology availability at the establishment, as well as safety and security as significant quality indicators for contemporary accommodation establishments [ahead of more traditional aspects such as room quality and service levels of the establishment]. The findings show a convergence of consumer demand and supplier perspectives related to the influence and significance of technology, safety and security, as well as the green economy on the accommodation sector. Thus, the study has significant policy implications for the future and relevance of accommodation grading in South Africa. Show less

Accommodation grading systems, such as the Star Grading System in South Africa, are classification or rating systems used in countries worldwide. It provides quality assurance and a sense of legitimacy to the business benefitting both the supply and demand side of the sector. Given the continuous changes the sector faces, the Show more

Tourist guiding is an important subsector of the tourism sector. In South Africa, tourism forms an important contributor to the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the sector. Despite this, transformation within the subsector has been relatively slow, particularly for women and the youth. This is concerning as the highest rates of unemployment in South Africa are among the youth. Therefore, the overall aim of this study was to examine the potential opportunities, challenges, and barriers to transformation within the tourist guiding subsector, with an emphasis on previously disadvantaged groups. The study adopted a mixed-method research design, to ensure a holistic and in-depth investigation into the research topic. Given the large population of guides in the country, registered in alignment with the Act (3 of 2014), a quantitative approach using surveys was adopted to gather information from tourist guides. A mix of purposive and snowball sampling was used in disseminating an online survey link to tourist guides. Furthermore, to increase the response rate, data was also collected directly at key tourism attractions in the various provinces. A total of 434 usable surveys were collected. In addition, a qualitative approach was used to gain a deeper understanding of challenges to transformation, as well as, importantly, opportunities for transformation from an administrative and practical perspective. This was carried out in the form of in-depth interviews conducted with the provincial registrars of tourist guiding, as well as representatives of various tourist guiding associations, resulting in a total of 12 interviews. Findings from the surveys indicated that the tourist guiding subsector in South Africa is dominated by Black men between the ages of 35 and 44, highlighting issues of participation among women and the youth as has been previously noted. Most tourist guides operate within the culture-guiding category rather than adventure and nature, while Gauteng was the most represented province in terms of area of operation. These results are supplemented by those from the qualitative aspect of the study, where key findings emphasised the key role that the national and provincial registrars play in the cohesiveness of the subsector; in the achievement of the professionalisation of tourist guiding, given their ability to advance key aspects of transformation, as well as ensure that practical measures can be realised. Furthermore, the findings also point towards significant challenges that are faced by all stakeholders within the subsector, including tourist guides, registrars and associations – all of which act as inhibitors to the achievement of transformation in the subsector. Some of these challenges relate to the qualification of tourist guides, particularly in terms of costs and upkeep, registration and professionalisation of the subsector; administrative burdens; fragmented communication between stakeholders inhibiting transformation of the subsector. Also noted were issues surrounding awareness of the sector and how to become a tourist guide, particularly among the youths. Whilst key stakeholders have faith in the ability of the sector to be transformed and become a platform for career development among previously disadvantaged groups, there are many hurdles that need to be overcome before this can be realised. Additionally, the findings indicate a passion and willingness among all stakeholders to work cohesively to both grow and transform the subsector, thus providing a positive outlook for the future of the tourist guiding. This study adopted a mixed-method research design, to ensure a holistic and in-depth investigation into the research topic. Given the large population of guides in the country, registered in alignment with the Act (3 of 2014), a quantitative approach using surveys was adopted to gather information from tourist guides. A mixture of purposive and snowball sampling was used in disseminating an online survey link to tourist guides. Furthermore, to increase the response rate, data was also collected directly at key tourism attractions in the various provinces. A total of 434 usable surveys were collected. In addition, a qualitative approach was used to gain a deeper understanding of challenges to transformation, as well as, importantly, opportunities for transformation from an administrative and practical perspective. This was carried out in the form of in-depth interviews conducted with the provincial registrars of tourist guiding, as well as representatives of various tourist guiding associations, resulting in a total of 12 interviews. Preliminary findings from the surveys indicated that the tourist guiding subsector in South Africa is dominated by Black men between the ages of 35 and 44, highlighting issues of participation among women and the youth as has been previously noted. Most tourist guides operate within the culture-guiding category rather than adventure and nature while Gauteng was the most represented province in terms of area of operation. These results are supplemented by those from the qualitative aspect of the study, where key findings emphasised the key role that the national and provincial registrars play in the cohesiveness of the subsector; in the achievement of the professionalisation of tourist guiding, , given their ability to advance key aspects of transformation, as well as ensure that practical measures can be realised. Show less

Tourist guiding is an important subsector of the tourism sector. In South Africa, tourism forms an important contributor to the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the sector. Despite this, transformation within Show more

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. Show less

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 Show more

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. Show less

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 Show more