Tourism Minister Derek Hanekom has appointed a Ministerial Review Committee to conduct an extensive review of SA Tourism.
“The tourism sector operates in a dynamic and constantly changing environment. Technology is developing rapidly and is changing the way that we communicate and market ourselves, consumer preferences are evolving, and source markets are shifting,” Minister Hanekom said.
SA Tourism is an entity responsible for marketing South Africa as a domestic and international destination. “Continual change in the operating and market environment requires us to review how effective our organisational structures are to deliver against their mandates,” he said.
The committee will review SA Tourism’s institutional alignment and strategic focus in the context of the broader public and private sector landscape for tourism marketing and tourism sector governance.
Tourism has been identified as a key sector with the potential to contribute to economic growth and sustainable employment in the National Development Plan.
“The panel’s analysis includes, but is not limited to, a study of international best practice that guides tourism governance and marketing; the division of roles between national tourism administrations and destination marketing organisations, and key performance indicators of comparable destination marketing organisations,” the department said.
The review is expected to be completed by the end of April 2015. This will precede the appointment of a new Board which will assume duty on 1 June 2015. Several tourism, marketing and governance experts are part of the review team. They include Valli Moosa (Chairperson), Dr Crispin Olver (Deputy Chairperson), MMavuso Msimang, Kate Rivett Carnac, Dr Tanya Abrahamse, Nunu Tshingila-Njeke and Jeanine Pires.