With South Africa's position as one of the traditional gateways to broader Southern African experiences, the SADC Business Council Tourism Alliance highlights the strategic importance of the newly appointed South African Tourism Board and CEO, Nombulelo Guliwe.

A strong SA Tourism organisation is key to maximising the sector's economic potential and bolstering integrated tourism development across Southern Africa, confirms the Tourism Alliance, which is a non-profit association comprising the apex private-sector tourism associations across SADC, including the Tourism Business Council of South Africa (TBCSA)

“South Africa's longstanding role as an aviation hub and starting point for multi-country itineraries presents a unique opportunity for regional collaboration,” said Tshifhiwa Tshivhengwa, Interim Chair of the SADC Business Council Tourism Alliance.

“A strong and driven South African Tourism is key to unlocking shared benefits, especially around Transfrontier Conservation Areas (TFCAs) that cross borders with six neighbouring countries: Botswana, eSwatini, Lesotho, Mozambique, Namibia and Zimbabwe.

"The tourism industry is a powerful economic engine across SADC member states,” Tshivhengwa continued. "By prioritising regional collaboration, particularly with neighbouring countries, the new SA Tourism leadership can boost tourism's economic impact across the region, driving inclusive growth and job creation."

Working collaboratively

The Alliance further emphasises the vital role of the private sector in working collaboratively with national tourism organisations, like SA Tourism, on joint marketing campaigns that solidify not only South Africa’s appeal as a diverse tourism destination, but indeed the entire region, particularly as travellers increasingly seek opportunities to embark on multi-country itineraries.

"Strategic collaboration between Southern African national tourism boards and private-sector partners will amplify visibility of travel opportunities in the region,” said Tshivhengwa.

“Working together, we can showcase the range of diverse experiences across countries for both long-haul and intra-Africa visitors. This partnership provides the chance to drive sustainable growth in travel and tourism across the region over the long-term, and our alliance of apex private-sector tourism associations across SADC is eager to support the incoming South African Tourism leadership in realising this ambitious vision."