Promoting
inter-border relationships key for African countries, by Chief Marketing
Officer (CMO), South African Tourism, Ms. Margie Whitehouse
What
will you say has been the driving force of your marketing objectives and
marketing vision?
I
think that one of our great driving forces is to make sure that we are seen as
South Africa, which is part of Africa and that we are seen not just marketing
South Africa to the world but marketing the whole of Africa continent as one of
the most desirable cases. In terms of the World Tourism Organisation (UNWTO)
statistics, we do not cover nearly enough visitors that we should and we know
that as Africa, we offer very compelling tourism experiences for everyone in
the world to experience it.
What
inspired the We Do Tourism campaign being championed by South African
Tourism?
The We
Do Tourism campaign is all about building the economic case for
tourism not just South Africa but beyond that into the African
boundaries. It is about celebrating how important tourism is to the economy,
not just in South Africa but to the whole of Africa, in growing and developing
our beautiful continent.
What
can you say has been the landmark achievement of the
tourism board over the years?
I
think that whatever landmark achievement is not just about showing how
beautiful Africa is because it is no doubt that we have great beauty. We have
incredible scenic wonder, we have the wonder of the world, we have
all these kind of beautiful places to visit. But most importantly
what we consider South African tourism’s great achievement is how we showcase
our people. Our people have diverse cultures and are extraordinarily welcoming
and that is what differentiates us. If I was to choose one thing that we have
done and we will continue to drive, is to showcase culture, and just watch it
because the culture of Africa can teach the world, after all we are the birth
place of the world.
What
percentage of the GDP will you say tourism contributes to the economy of South
Africa?
At
the moment in South Africa, tourism contributes 3% (per-cent) directly to the
GDP and indirectly as 9% (per-cent), and we created 700,000 jobs last year in
what is a technical recession within South Africa. We are the one part of the
economy that is working and this is true to the whole of Africa, that tourism
is the one part of our offerings that works right here as a continent, because at
the end of the day if you think about it, minerals dry up. The richness of what
we offer as a tourism destination is what differentiates us and it is what we
need to as a continent to focus on to grow our economies.
To
what extent would you say that you have achieved results in the area of
destination branding?
We
haven’t even touched base in terms of what we can achieve. We are just starting
to portray South Africa. In 2016, there were 1.2 billion travelers in the world
and we as South Africa attracted only 10 million of which I must add
close to 75 percent are from the African continent, which is why it
is so critical that we create this inter-border relationships between
ourselves. We have only just touched the surface and we need to make Africa as
a continent a destination of choice because of our culture, because of our
people and yes because of our beauty. When you look at the worldwide trend in
tourism, the worldwide trends are around immersive travel, experiential travel
and no way do you get it better than in Africa.
To
get a South Africa visa is very difficult, is this not a disconnect while you
try to encourage people to come into the country yet to get the Visa is
cumbersome?
One
of our greatest problems in government is the disconnect between the various
departments. Home Affairs focus on the security of the borders, we focus on
attracting as many visitors as we can and you are completely right, there is a
disconnect.
We
will be the first to say that there is a disconnect because we want to make sure
that we welcome each and every potential tourist arrival and we have not being
able to do that in the best possible way, so you are quite right that there is
a disconnect.
You
know as much as I know that in countries, there are different drivers in different
areas of government and one of the campaigns that we are working
on through We Do Tourism is bringing us together..
I
mentioned earlier that We do Tourism, which is working and bringing
the various government’s departments together to focus on what is really going
to grow and develop our country while still keeping the fundamentals in
place.
We
need to make sure that we actually welcome and recognize those people in the
best possible way.
As
the Chief Marketing Officer of this board, what are your projections for the
next two years?
We
have a very wonderful strategy in place. It is called 5-in-5. We want
to welcome five million more arrivals in the next five years and that is a
stated target.
We
want to make sure that in the next five years we have four million more
international arrivals and we have one million more domestic travelers that are
travelling within our country because the domestic travel is also very
important to us.
We
have set a big target and the vast majority, that is from the continent of
Africa so we need to make sure, exactly what you are asking, how do we become
more welcoming, how do we look at the visa regime.
How
do we have a conversation about opening up our borders and how do we make the
most sought-after tourist destination and how do we also share our tourist
views with other countries.
Are
you having any relationships with other tourism organizations in other African
countries?
We
are in partnership with other tourism organizations in various countries,
specifically looking at ways of how we can develop sub-Saharan African overall
tourism destination. We have always talked to other tourism partners within
Africa to make sure that we will promote it singularly as the most attractive
destination.
Nigeria
and South Africa have not been in good terms, does it affect your effort to
promote business relationship, how are resolving this?
We
have an officein Lagos, Nigeria and the essence is to ensure that we
focus on attracting more travelers to our country. From an economist perspective,
the department of trade and industry, yes there is this ongoing conversation.
When you look at the kind of attraction that Africa has from a tourist
perspective, we need to work and unite together, to say how can we promote this
beautiful continent called Africa, how we can do that together. So, to answer
your question, I am saying let’s rise above issues and find a way to
work together and make things work for us as a continent and then for us as a
country.
The
two should work together; we can’t compete with each other. We are a continent
first. In fact, there is lack of understanding around what the continent is and
what it offers. Let alone the countries that are in them and then down to the
provinces.
Which
of the African cultures that is sellable to the outside world that gives you
this kind of confidence?
What
gives me the confidence is that we track what the international traveler is
looking for. An international traveler is looking for a relationship with
a people.
He
is not looking at coming to watch some people play music, he is looking to come
around, seeing some people play music and then sit down and have conversation
with them about, what they were playing, why they were playing it and how they
were playing it.
Our
country has about 11 official national languages and a lot more
cultures, so when people travel and come here, they have the conservation about
all those cultures and when you put the African map and look at how many
different cultures and how many different histories that they are and you talk
about feeling in trying to understand someone as Nelson Mandela.
You
can start understanding that we have that story right around the
continent, which has real meaning to each and every person especially the
millennial who do not want to travel to see beautiful things or places but they
want to travel to understand themselves and understand themselves through
engaging with others.
How
are you addressing the xenophobic attack? Are you making sure that the
government tackle this?
Attacking
foreign nationals are devastating to us as a tourism body, they are devastating
to us as a country, they are devastating, do not think that we are
underestimating it. Our minister has been looking for ways to understand how he
can best control the police presence to ensure that every one that arrives here
remain safe. We make sure that we are a welcoming nation, 55 million South
African welcome each and every arrival regardless of where they are from.
Why
are you partnering with Loeries Awards happenings to promote Creativity Week?
The
creativity that Loeries is offering is to the whole of Africa, than just being
restricted to South Africa is what we are really enjoyed about. We chose to
work with some of the country’s partners to offer, a broader South African and
let all of you experience what South Africa has to offer not just Durban. We
love Durban and we partner with tourism authority, but it is just saying
let us take this incredible opportunity to showcase the best of advertising
throughout the African continent and make sure that we show our partnership and
relationship with the whole African continent.
How
are you leveraging on this partnership and relationship?
We
are very simple about it. We gave those partners the opportunity to experience
South Africa and see how you really feel because we believe in authenticity. We
are not going to dictate what you say or how you say it, we believe in
authenticity, we will showcase South Africa to you and we will give you a very
authentic experience, but it is ultimately about a real South Africa. We trust
our South Africa and South African people to showcase what really an experience
in South Africa means and so we just share that. We don’t put any dictate. We
just say come here, experience and enjoy, and relate back to us. We respect you
and your profession and we know that the input you gave us will be meaningful
to us no matter what.
Are
you doing some other things to project the award, those who are not here, how
are they seeing it, how are you positioning the media to talk about what you
have and your values?
South
Africa is our brand. You are in South Africa and you are welcome. We are
delighted to have you experience it. Let us know what you think, share it with
your customers, your consumers, your listeners and your viewers and let them
know what you think about it without giving you any dictate. We have a number
of platforms that give you access to all our properties. You can have them, you
can download them for free, we have over 148 different videos that you can
access and use but this is not a dictate. It is for you to show your own part
of what you feel about South Africa and that is your own experience, which as
we know is more meaningful than anything else.
Let
us know about you. Who is Margie and how did you come into tourism?
Marketing
for me started very long ago. I started with Unilever, which is part
of your life as well in Nigeria. We all grew up in Unilever and for me it
was finishing school as a marketer. I thenwent into fashion for a
number of years working on a wonderful brand called Sales House. I had the
joy of introducing Naomi Campbell to Nelson Mandela,Now I have been
working with the government for a number of years and now I find myself in
the best position of all: marketing the best brand in the world: South Africa.
Are
you a South African?
I
am African first and foremost, so, I am a fifth generation African. I was born
and bred here, and I am passionate about South Africa. This is my home and this
will always be my home.
Kindly
describe South Africa as a brand?
Let
me talk about Africa first. Africa is the most innovative continent. Africa is
the most incredible success story. Africa is the place that creates from the
best IT solutions to the best farming solutions in the world. South Africa to
me is a place that has inspired us, that breaks new ground, in everything
that we do.
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