As travel professionals, we have a responsibility to look beyond whats familiar and easy to sell. Im not suggesting we abandon icons like Cape Town, Kruger National Park or the Garden Route theyre iconic for good reason. But we risk turning South Africa into a one-time destination if we keep offering only the greatest hits.
The tourism imbalance is reflected in a SATSA review with DMCs estimating as much as 76 of inbound tourism business is concentrated in the Western Cape and Kruger National Park regions.
Theres immense power in shifting focus to the unexplored corners of this country the lesser-known reserves, small towns, cultural pockets and remote coastlines that tell stories just as compelling as our most famous landmarks. Not only does this encourage deeper, repeat travel, it also spreads the benefits of tourism more equitably and sustainably. A Facebook group, Small Town South Africa, started by Ron Mackenzie of The Safari Guys, is also trying to encourage this shifting focus by its growing membership and follower participation.
Lets not fall into the over-tourism trap of selling what has always been sold. Lets get creative. Lets get curious. And lets prove to the world and to ourselves that South Africa is not a country to tick off a bucket list. Its a country to return to, to rediscover and to keep exploring.
We need to see more diversity in what is being offered to our inbound market to ensure a sustainable tourism model. By combining these iconic destinations with those off - the - beaten - track gems, we truly get to showcase our beautiful country. Our transport infrastructure allows for seamless access to a richness of wildlife, community, culture and many extraordinary conservation visions.
