By Zibonele Ntuli

South Africa's tourism industry has unanimously adopted a Thaba Nchu Declaration to market the country abroad, in the quest for globally competitiveness. The declaration was adopted here in the Free State on Friday, at the conclusion of a two-day national tourism conference.

The declaration known as the Thaba Nchu Partnership for Tourism Growth and Global Competitiveness under the theme "One Destination, Gearing up to be Globally Competitive" will see tourism stakeholders develop and implement a brand focusing on consumer needs.

Delegates discussed the country's marketing and branding strategy such as investing in product development, quality tourism experience, human resource development, including transformation and empowerment.

Reading the declaration, Free State MEC for Tourism, Environment and Economic Affairs Sakhiwo Belot said the delegates recognised that being globally competitive presented opportunities for the country as a tourism destination.

"We commit to work together in identifying the strategic gabs, and determining the programme of action to close them, to co-operate and support the competitiveness process."

Delegates have also committed to developing, deepening and implementing a single South Africa brand supported by all that will take full advantage of all strategic opportunities. "We will coordinate the marketing of South Africa, and be consistent in our communication in order to remain focused."

Briefing the media after the conference, Mr Moosa expressed pleasure at the "common approach" for the future, saying tourism in the country was on the right track.

However, he said more attention was needed to brand South Africa internationally as a preferred tourism destination. "A great deal of work has been done in this regard, we have a sophisticated branding strategy. I am very pleased that a lot of emphasis was placed on quality assurance," said Mr Moosa.

He said human resources had taken another step, with over 55 000 high school learners studying travel tourism in their matric.

"The conference clearly noted that progress has been made in the transformation as far as black empowerment, but not sufficient progress." In this regard, he said a special call had been made on parastatals and government departments to take the lead in promoting black empowerment, through car rentals, accommodation, catering, and conference facilities, for example.

He urged tourism stakeholders to develop a scorecard to measure an extent to which transformation had taken place in the particular tourism industry.

"There is confidence that we are going to have an excellent tourism season over this festive period, all indications are that our tourism will continue to grow, we are fortunate because we have we have been promoting ourselves as a lifestyle destination, one in which you get a unique experience, one that is not found anywhere in the world," he said. -BuaNews

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