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Sa Yearbook 2009/10 Tourism Tourism 22 SA YEARBOOK 2009/10 TOURISM TOURISM 22 South Africa has the world’s richest floral kingdom 5 946 (1,8%); West Africa 5 649 (1,7%); and North and a vast variety of endemic and migratory birds. Africa 951 (0,3%). It is also home to one-sixth of the world’s marine species and has more species of wild animals Business tourism than North and South America or Europe and Asia South Africa has always been popular with together. Its diversity, sunny skies and breathtak- international leisure travellers, but it is also fast ing scenery make it a popular holiday destination. becoming a preferred business tourism destina- The 2010 World Cup affords South Africa a once- tion. Large international companies are eager to in-a-lifetime opportunity to showcase the best the host international events, conferences and trade country has as a tourist destination. expos in the country, and business travellers are In 2009, the Department of Environmental just as willing to attend. Affairs and Tourism became the Department of The Department of Trade and Industry has Tourism, emphasising the importance of this identified business tourism as a niche tourism sector. segment with growth potential. Tourism has been identified as one of the key For the past few years, South African Tourism economic sectors with excellent potential for (SAT) has focused on building the leisure market growth. with business tourism, previously known as the About 9,6 million foreign tourists visited South Mice (Meetings, Incentives, Conferences and Exhi- Africa in 2008, a 5,5% increase over the 9,1 mil- bitions) industry, playing a smaller role. In 2005, lion foreigners who visited the country in 2007. SAT started to broaden its strategy into business The contribution of tourism to South Africa’s tourism and in 2007, completed the Business gross domestic product (GDP) is estimated to Tourism Growth Strategy that highlighted key have increased from R162,9 billion in 2007 to areas of focus and attractive segments to target. R194,5 billion in 2008. The estimated number of Business tourism is different from business jobs created directly and indirectly in the economy travel, which is undertaken for the purpose of through tourism increased by 10% from 946 300 conducting commercial or formal transactions or in 2007 to 1 041 700 in 2008. activities that are related to one’s job, for example Over two million travellers passed through visiting a client, signing deals or negotiating a South Africa’s ports of entry (arrivals and depar- contract (including import/export). Business tour- tures) in March 2009, Statistics South Africa (Stats ism, on the other hand, is a trip that is undertaken SA) announced in June 2009. These travellers with the purpose of attending a conference, meet- were made up of 632 581 South African residents ing, exhibition or event, or as part of an incentive and 1 498 571 foreign travellers. trip. In March 2009, there were 195 589 same-day While current business-tourism arrivals to visitors and 493 559 overnight visitors (tourists) South Africa do not fulfil all the objectives of SAT among the foreign arrivals. The volumes showed in the way the leisure market does, SAT believes an increase of 7,9% (same-day visitors) and 1,9% that business tourism has an important role to (tourists) between February 2009 and March play in three areas, namely contributing to foreign 2009. Road transport was the most common arri vals, reducing seasonality and transforming mode of travel used by 1 429 920 (67,1%) out of the economy by engaging with new and different the 2 131 152 travellers. The number of travellers product offerings. who used air transport was 681 487 (32%). Business-tourism delegates typically stay for a In March 2009, overseas tourists came mainly shorter length of time than leisure travellers, but from Europe 109 457 (67,3%); followed by North they contribute to both a higher spend per day America 23 906 (14,7%); Asia 13 252 (8,2%); Aus- and greater distribution across the provinces of tralasia 7 926 (4,9%); Central and South America the country. 4 436 (2,7%); and the Middle East 3 585 (2,2%). South Africa as a business-tourism destination According to Stats SA, virtually all tourists from offers world-class facilities and infrastructure Africa came from the Southern African Develop- alongside accessible wildlife, luxury and style, ment Community SADC countries – 316 556 inspiring history and diverse cultures. It has a (96,2%). The distribution of the remaining tourists sophisticated business-tourism sector, providing from Africa was as follows: East and Central Africa top-class, yet affordable facilities and services, SA YEARBOOK 2009/10 492 from state-of-the art convention centres located By the end of 2009, a national strategy for in major cities, to a wide variety of pre- and post- medical tourism was expected to be completed. conference leisure experiences, and all essential The Deputy Minister of Tourism, Ms Thokozile support and communications services. Xasa, announced at the inaugural South African South Africa is fast gaining recognition as a Health Tourism Congress, held in Johannesburg global player in the international meetings market in July 2009, that the aim was to further entrench and is ranked 34th on the International Congress the medical tourism industry in South Africa. and Convention Association’s 2008 destination The event attracted around 300 delegates from rankings. This includes successful hosting of various divisions of the medical world, including some of the world’s largest and most important insurance, hospital and government representa- meetings. tives, dentists, doctors, health facilitators and Business tourism is well positioned for growth healthcare providers. after the 2010 FIFA World CupTM, which will leave upgraded infrastructure and new hotels and Adventure sports upgraded airports, further increasing the coun- When it comes to adventure sports, South Africa try’s capacity to host large meetings. has lots to offer. In the first nine months of 2008, business The 100-Mile, 50-Mile or 25-Mile Trail Run travellers spent R2,4 billion in South Africa, 32% through the vast Addo Elephant National Park in more than in the same period in 2007. Although the Eastern Cape is designed to test trail runners the actual number of business travellers declined both mentally and physically. The trail tracks the during this period, they spent more. The average mountains and valleys of the park. Runners are amount spent per business traveller rose from challenged to run primarily on tracks within the R760 per day in 2007 to R1 200 per day in 2008. park itself as well as some stretches of gravel Business tourism also has lucrative spin-offs roads. for the leisure tourism industry. Business travel- Port Elizabeth, tagged as the “Watersports lers often book tours to explore the region they Capital” of Africa, offers surf lifesaving, rubber are visiting, either before or after conferences. ducking, jet-skiing, canoeing, surfing, paragliding Many return to South Africa in subsequent years and power-boating. for holidays with friends and family. Jeffreys Bay, a neighbouring coastal town, is It appears that South Africa is also starting to renowned worldwide among surfers as the home give shopping destinations such as Dubai a run of the “perfect wave” and hosts the annual Bil- for its money. The 2006 Annual Tourism Report, labong Classic, which draws the world’s top compiled by the SAT Strategic Research Unit, surfers. indicated that shopping was the most popular Sandboarding has become a major activity in activity across all purposes of visit. some parts of South Africa. This sport is extremely Medical tourism Medical tourism, or the process of seeking out At a global level, the travel and tourism sector medical treatment in another country, is a fast- has emerged as one of the 21st century’s criti- i growing source of income. It covers both elective cal drivers of economic growth, job creation and procedures and specialised operations such as development of communities, regions and nations. joint replacement and spinal fusion. The “Tourism Economy”, a vital source of employment, About 50 developed and developing countries revenue, investment, trade and unity, has recently been claim medical tourism as a national industry. recognised as a powerful stimulus for recovery from the South Africa has offered these services for some global economic crisis. time, but only recently has begun to earn a higher The United Nations World Tourism Organisation and the profile for itself in this field. South African Government announced on 30 October 2009 Most people come to South Africa for cosmetic that the first international Tourism, Sport and Mega-Events surgery, but the country’s skilled surgeons can Summit would be held in Sandton, South Africa, in Febru- also provide organ transplants, cardiac, orthopae- ary 2010. dic and obesity surgery, and dentistry. The summit was expected to provide a forum for ac- Of the 9,6 million foreign visitors to South tive discussion, debate and direction around the leverage Africa in 2008, it is believed that about 410 000, of mega-events as a vital force for sector growth and ad- or 4,3%, were medical tourists. vancement in national development strategies. 493 SA YEARBOOK 2009/10 popular near Cape Town, in the Eastern Cape and tourism and create a safe and welcoming envi- on Gauteng’s old mine dumps. Every year, an ronment for visitors. annual sandboarding competition takes place in Betty’s Bay, in the Western Cape. Poverty-relief funding South Africa is a perfect playground for quad- The Department of Tourism’s poverty-relief biking enthusiasts. There are over 60 different projects promote the development of community- trails to experience, and a good selection of these owned tourism products and the establishment of also offer quad bikes for hire.
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