The province of Gauteng is expecting to continue to lead South Africa’s inbound tourism through 2025, with projections from South African Tourism forecasting that international arrivals will rise from the 2,3 million recorded in 2022, to more than 3,6 million.
In 2022, Gauteng far exceeded its target of just over 1,4 million international arrivals, and accounted for 37,5% of South Africa’s direct foreign tourism spend at R22,3bn. SA Tourism Data Analytics Specialist Refilwe Molatlhegipresented the figures at the Cradle and West Rand Tourism Roadshow on April 19, which was also attended by Gauteng MEC for Economic Development, Tasneem Motara, and Gauteng Tourism Authority (GTA) CEO,Sthembiso Dlamini.
The day-long event showcased cycling offerings at Maropeng in the Cradle of Humankind before moving on to the heritage attractions of Munsieville and the popular Tso’s Butchery restaurant in Kagiso.
Gauteng accounted for 25,9 million bed nights last year, almost double the 13,7 million bed nights recorded by the Western Cape.
Motara said the province had been effectively implementing the Tourism Recovery Plan devised after the pandemic.
“The numbers we are presenting are not just statistics but a representation of thousands of hosting communities and tourism workforce that continues to build and sustain this sector.”
Pointing out that the tourism sector in Gauteng is directly responsible for over 260 000 jobs, extending to an indirect employment of 560 000, Motara said more work needed to be done to return the province’s figures to pre-COVID levels.
“As we welcome these impressive tourism performance numbers in the province, we do so mindful of the journey still not completed and massive efforts required to take us back at least by this current year to the pre-COVID figures. This will require solid partnerships in removing barriers to tourism growth and increased visitation.”
Motara said Gauteng’s status as a leading business events destination had been bolstered by the full return of the Meetings Africa convention.
“We successfully hosted the 2023 full-capacity Meetings Africa with SA Tourism and injected over R280m into the provincial GDP, benefiting over 200 SMMEs.”
Motara warned that crime was the major deterrent to tourism to Gauteng, particularly considering the province’s focus on developing the township economy through the groundbreaking Township Economic Development Act.
“The state of some of our tourism products, hubs and experiences, especially those located in our tourism districts, townships and those owned by government, leaves much to be desired. To that effect, we welcome and fully support the provincial government initiative of training and deploying an additional 6 000 safety warders in our province.”
Dlamini said, as the economic hub and most populous province, Gauteng needed to set the tone in terms of tourism.
“We know that we are the hub of the country, so when Gauteng doesn’t work the rest of the country struggles to work. As part of implementing our recovery plan, the brief was clear: to grow the tourism sector’s economic contribution to Gauteng and therefore the overall South African economy.”
Domestic tourism sees strong growth
On the international front, intra-African arrivals led the province’s growth in 2022, while the US was the top-performing overseas source market with 55 100 arrivals, followed by the UK (54 201) and Germany (36 452).
Tourism from South Africans was, however, a major driver of the sector’s growth in 2022. Molatlhegi pointed out that 6,5 million domestic trips were taken to Gauteng, which was 79% above the target set by SA Tourism and the GTA. Total spend by domestic tourists amounted to R29,6 billion, exceeding the 2022 target by 31%.
“Considering how well Gauteng has exceeded these targets, we will need to set higher targets going forward!” Molatlhegi said.
Tourism numbers for Gauteng are still 29% below 2019 levels, and Motara said that, over and above the achievements made in securing the return of international airlines, the province was looking towards other sub-sectors.
“We are already hard at work in building partnerships towards attaining our goals (including) Gauteng Township Tourism offerings, the mainstreaming of informal settlements and hostels.”
The work of the GTA is also being integrated with the Gauteng Growth and Development Agency and the Gauteng Enterprise Propeller, in order to support tourism SMMEs and creative start-ups in both hospitality, innovation and creative sectors with business development and funding to build the necessary capacity to trade internationally and domestic in support of the destination marketing efforts, according to Motara.
Motara added focus would be placed on curbing seasonality of the tourism calendar and providing an all-round improved visitor experience.
“Our SportingGP, MusicalGP and niche tourism showcase in the form of gastronomy, shopping, luxury experience – high-end shopping and diamond shopping – faith-based tourism and quality global, regional and local events hosting and leveraging, and the international sales mission programme, will characterise our winter campaign and focus.”
