Steady progress is being made in the regional development of tourism in the Southern African Development Community (SADC), as the economic bloc’s secretariat advances the goals of its 2020-2030 Tourism Programme.

The programme serves as a strategic roadmap for developing a sustainable tourism industry within the SADC region, focusing on removing barriers to growth, promoting economic inclusion and transformation, and maximising partnerships through a whole-of-government approach.

Specific actions include stimulating visitor movement within the region, improving the region's tourism reputation, developing tourism in Transfrontier Conservation Areas (TFCA), enhancing visitor experiences, and fostering tourism partnerships and collaboration.

Sharing an overview of the work completed so far, Moreri Mabote, the SADC Secrateriat’s Senior Programme Officer for Tourism, stressed that successful implementation of the programme was crucial for “nurturing a sustainable and thriving tourism industry in the region, contributing to socio-economic development and enhancing global competitiveness”.

“Through collaborative efforts with such partners as the German Federal Ministry for Economic Cooperation and Development, implemented through GIZ, we are building on the continued success of the programme and addressing some of the key challenges affecting regional tourism development so that we achieve our vision of a vibrant tourism industry,” said Mabote.

Key initiatives under the programme:

• Creation of SADC Tourism Working Groups for programme support.
• SADC Univisa development for seamless regional visitor movement.
• SADC Tourism Private Sector Platform for increased private-sector engagement.
• SADC Air Access Study to boost regional tourism potential.
• Increased visibility of SADC TFCAs through Boundless Southern Africa initiatives.
• Tourism crisis communication and disaster management strategy development.
• Customer service training for immigration officers and SADC border post staff.

Tourism working groups

The SADC member states have identified three TWGs, each comprising representatives from the public, private and community-based sectors. Through these TWGs, stakeholders in the SADC region can communicate and collaborate, enhancing implementation of tourism initiatives, and promoting a thriving and sustainable tourism industry.

Univisa

A significant aspect of the SADC Tourism Programme is the SADC Univisa, which aims to simplify visa processes and streamline visitor movement within the region.

The project will be piloted by five member states – Angola, Mozambique, Namibia, South Africa, and Zimbabwe. Mabote said SADC had carried out work in assessing visa technologies and processes, with proposals on a legal framework and revenue-sharing models now being developed by participating member states.

Tourism Private Sector Platform

In recognition of the need to improve private-sector involvement in regional tourism, the SADC Business Council was given a mandate to establish the SADC Tourism Private Sector Platform.

The platform, which includes stakeholders from 11 Member States, was launched after a series of tourism private-sector consultative workshops were held across all SADC countries in 2022.

Air Access Study

The SADC Air Access Study, aimed at improving air connectivity in the region, is currently being carried out in tandem with a similar COMESA study.

“By merging the efforts of SADC and COMESA and involving the private sector, the SADC Air Access Study aims to create a firm foundation for sustainable tourism development in the region,” said Mabote.

Enhanced regional marketing

In order to market the region, Boundless Southern Africa, established in 2009, has been involved in a number of activities to promote TFCAs with tourism-ready products.

These include:

• Development of tourism brochures and branding.
• Production of videos for four TFCAs.
• Online training platforms, press trips, and tour operator familiarisation trips to promote specific TFCAs. 
• Social media marketing campaigns.
• Participation in international and regional travel trade shows to showcase the region.

Immigration improvements

The SADC Tourism Programme is further developing a crisis communication and disaster management strategy and tourism-focused customer service training programme for immigration officers and SADC border posts personnel.