New SA Tourism campaign I Do Tourism was launched at Indaba 2017. Picture: Africa Umoja.
South African Tourism launched I Do Tourism (IDT), an initiative that seeks to remind South Africans of the importance of the tourism industry and the role they can play as advocates for South Africa and for tourism.

The launch was held at a glitzy cocktail do at the Durban International Conference Centre last night.  I Do Tourism will bring this message to the attention of the South African public by reminding them of tourism’s impact on the economy. The campaign will also showcase members of the industry, and provide a space for them to share their stories. However, it is not only potential domestic tourists (and tourism advocates) who will be inspired by the campaign. SA Tourism is also aiming to motivate industry members to keep up their good work, and to remind government and other stakeholders of the importance of supporting the industry.

This is crucial, because although tourism contributes 3% to the nation’s economy and has created around 500 000 jobs, the majority of South Africans remain unaware of how their lives are affected when international travellers decide to visit the country; or even how their own holiday may help to better the lives of other South Africans. In fact, for many South Africans, tourism remains inaccessible. It remains something that is “for other people” and therefore has little bearing on their day-to-day lives.

The purpose of the campaign is to show the economic and social value of tourism in South Africa.   SA Tourism CEO, Sisa Ntshona, said t ourism had a ripple effect as each direct permanent tourism job opportunity that is created can have multiple spin-offs for transport, agriculture and other sectors. 

“This is precisely the attitude we hope to change through I Do Tourism. We aim to remind South Africans that tourism is everyone’s business because all South Africans benefit through and from tourism. Tourism adds value to the lives of all South Africans in a range of ways. As South Africans we all have something to gain from the growth and development of our tourism industry that is why our involvement in rallying behind tourism is vitally important. The continued success of tourism benefits us all.

“Ultimately, I Do Tourism seeks to make South Africans want to get behind tourism by seizing the economic opportunities within the tourism industry or by simply playing their part by making visitors feel welcome and providing assistance where necessary, whether that’s by giving directions or recommending a local attraction. If tourism wins, we all win,” said Ntshona.