South African Tourism and SATSA believe South Africa could increase visitor numbers and show its commitment to inclusivity through its National Tourism Inclusivity Pledge.

The inbound association, along with SA Tourism, launched the Inclusivity Pledge at the annual SATSA Conference in May last year as part of its efforts to commit to a more inclusive tourism sector.

“South African industry players are demonstrating their commitment to equity and embracing the diverse needs of all visitors. This collective effort can help foster a welcoming environment that celebrates and respects the unique experiences and perspectives of each traveller. The pledge is a commitment by the industry to celebrate our diversity, and to become a more inclusive sector,” Bronwen Auret, Chief Quality Assurance Officer – Tourism Grading Council of South Africa (TGCSA) told Tourism Update.

“By integrating an inclusive ethos into our marketing strategies, highlighting the country's rich cultural and natural diversity, and ensuring accessibility for all, we aim to attract a wider audience. This focus on inclusivity is set to drive economic growth and social development, positioning South Africa as a destination for all,” said SATSA COO, Hannelie du Toit.

The National Tourism Inclusivity Pledge has since been incorporated into SATSA’s Code of Conduct under the Anti-Harassment and Discrimination clause.

The clause states: "Members, the Association and SATSA employees commit to a diverse, inclusive and harassment-free industry, which extends to all interactions with the public." 

The pledge will also be used in the Tourism Professionalisation project that the National Department of Tourism is currently developing, which aims to create a national code of ethics for the tourism industry.

“Inclusivity is not only the right thing to do, but it’s imperative. As a Destination Marketing Organisation, we need people who are travelling to South Africa to feel and understand that they are welcome, catered for, included, and safe when they are within our borders. The discussion of inclusivity is a worldwide topic covering a wide range of ‘inclusive’ topics, such as mobility and accessibility, intersectionality, cultural sensitivity, language, and of course addressing our biases and many other elements that form part of the inclusivity discussion,” Auret highlighted.

Improving accessibility

The DMO added that the TGCSA had begun to focus more efforts on mobility and universal accessibility at venues and properties around the country.

“This is to address access for persons living with disabilities and/or using wheelchairs. Many establishments have realised the need to be more accessible and through this, as part of the TGCSA grading, establishments are awarded with a Universal Accessibility rating, allowing visitors to understand the level of accessibility before visiting.”

South Africa’s tourism and hospitality industry has also made great strides in recent years to be more inclusive for the needs of people with disabilities, although there is still a long road ahead to increase inclusive offerings for all types of travellers.

Focus on education

Auret noted that education was a key aspect of SA Tourism’s inclusivity drive.

“We need to make sure that establishments and their staff are conscious of their subconscious bias and/or lack of understanding that leads to discrimination and/or exclusion. We need to educate our product owners and staff on the nuances of inclusivity – which in itself is always evolving. By doing this, we’re hoping that it will significantly improve the visitor experience for everyone.”

‘Marketing requires balanced approach’

Du Toit highlighted that marketing South Africa as an inclusive destination involved overcoming challenges such as enhancing accessibility, promoting diversity, and addressing safety perceptions.

“It requires a balanced approach to showcase the country's rich cultural and natural heritage while ensuring experiences are welcoming and accessible to all, emphasising the need for improved infrastructure and communication strategies that embrace inclusivity,” she said.

Examples from industry

Head of Marketing for Newmark Hotels & Reserves, Keaton Quarmby, told Tourism Update that it was important to value diversity and inclusivity from both a human resources and marketing perspective.

“‘We value our team’ is one of our core philosophies. We try to respect individuality, listen with consideration, and give recognition and respect to each other. Our hiring policies are inclusive and our teams, at both a head office and hotel level, are diverse.

“We believe that this heterogeneity fosters better decision-making and helps our diverse guests feel comfortable when they visit our hotels. This also filters to our marketing strategies where we bring this inclusive policy to life with the creation of marketing collateral in the form of diverse images, tag lines, creatives, and copy.”

Quarmby added that Newmark not only worked with a variety of photographers, content creators and models to do this, but also incorporated a lot of User Generated Content into its marketing strategies. “This is a wonderful way to celebrate the diversity of our guests.”

Corné Alberts, ANEW Hotels & Resorts’ Group Marketing Manager, noted that inclusivity contributes to a positive brand image, aligning with the values of modern consumers who appreciate brands that prioritise diversity and accessibility.

“We use ‘real people’ as models in our marketing materials, including our own staff and team, making our visuals more relatable. By showcasing the diverse faces of our community, guests can see themselves reflected in our brand. This inclusivity fosters a sense of connection and belonging, aligning with our commitment to offering personal and tailored experiences for every guest. This includes catering to multilingual guests by translating materials into Zulu and Xhosa,” Alberts said.