Cheryl Carolus, CEO of South African Tourism, launched a new programme to increase the impact of tourism development on…
Cheryl Carolus, CEO of South African Tourism, launched a new programme to increase the impact of tourism development on poverty reduction in Southern
The programme will work with private tourism operators, to help them apply `pro poor tourism strategies.` Such strategies include many measures – relating to employment, local purchasing, shared resources, and consultation – that can bring long-term benefit to the poor and to the business.
Launching the programme on behalf of South Africa Tourism, Cheryl Carolus emphasised the importance of tourism, which has been identified as one of the five leading sectors for South Africa. She emphasised that this new programme fits into the strategic objectives for tourism, which are sustainable growth, job creation and redistribution.
`Economic growth per se is not enough. The government is also focusing on choices that address poverty and inequality. We can make choices. Are we going to interact with the same old players? Or we can choose to develop new partnerships with old players`.
`What is fantastic about pro poor tourism is that people here are the central element, and that this can take place at all levels, from small scale to very large business. PPT is an approach which is very much in line with the government`s approach to economic growth, to reduce poverty, and to reduce inequalities.`
She emphasised that pro poor tourism measures make good business sense by enhancing the South African product: `One of our weaknesses is that we are not seen as African enough. We need to offer a broader range of products, with African experience build in to it. New product development is crucial and here I think approaches such as pro poor tourism are extremely important`.
South African Tourism is already pursuing pro poor tourism measures, with a good response from industry. SAT is trying to build partnerships with industry to ensure that 40% of all tourism spending benefits previously disadvantaged groups, particularly women: `The reaction to these policies so far have been overwhelmingly positive. Everyone who took part in these deals has acknowledged that it was a fantastic experience.`
She welcomed the programme, saying We put our weight fully behind this initiative. This can provide genuine growth – growth that makes a difference to the people. It is a great initiative. We all can make choices and we do – it makes business sense to take a PPT approach.
Deputy President Jacob Zuma sent a message of support for the programme, welcoming it as a partnership between government and the private sector in attacking poverty.
Hosting the launch at Leriba Lodge, on behalf of the Tourism Business Council of South Africa (TBCSA), Dr Tanya Abrahamse, Executive Director of TBCSA, said: `After ten years of nice sounding policies, it is now a great pleasure to be able to launch this very hands-on, and maybe hands-dirty, approach – an approach that focuses firmly on the ground after all these nice policies we`ve had.`
Pro poor tourism Pilots in Southern Africa is a three-year programme, run by Clive Poultney of Mboza Tourism Projects and Caroline Ashley of the UK-based Overseas Development Institute. According to Caroline and Clive: `Many in the private sector already see the need for, and benefits of, pro poor approaches. But more concentrated advice, more focused facilitation, and more policy support is often needed. This is the premise of our new programme, which aims to provide on-site focused support to six pilot partners over the next 2 to 3 years. At the same time, we will work with the wider industry by providing information, ideas and feedback through electronic networks and industry associations. We will draw on international experience in pro poor tourism and build on the substantial progress already made in South Africa in implementing PPT.`
Widespread implementation of PPT also needs policy support. The programme will be highlighting the constraints that face operators, the further policy incentives that are needed, and helping operators access those that are already available. PPT is not about a small charitable donation, but about adapting core business practice to expand opportunities for the poor – so it must make business sense to the operator.
The programme already has high level backing in South Africa, with representation on the Advisory Board including South Africa Tourism, the Tourism Business Council of South Africa, the South African Chamber of Business, the National African Federated Chamber of Commerce, and the Department of Environment and Tourism. It is funded by the British Government`s Department for International Development, which aims to reduce poverty in developing countries, and has specific objectives in South Africa to help poor producers enter globalised markets.
Having worked on pro-poor tourism internationally for some years, Ashley commented: `I have seen pro poor tourism work. Pro poor strategies are highly varied, and can include a commitment to employing and training local staff, sourcing more supplies locally, supporting local tourism ventures, sharing infrastructure, water or natural resources, and setting up regular for a for consultation or partnership. There are always problems and sometimes failures, but there are already examples where it has made a clear difference to the livelihoods of the poor. Pro poor tourism is not entirely new – many businesses are already doing many positive things. But taking a poverty-focused approach can help reveal a wider range of pro-poor initiatives that are possible.`
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
