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The past few articles I have written have highlighted the extraordinary diversity of tourism destinations in this amazing country of ours, with a view to drawing my readers’ attention to the fact that South Africa has so much more to offer than just its well-known hotspots. In previous articles, we have explored overtourism and the significant impact it is having on the industry, particularly in Europe. However, even here, although we are considered a long-haul destination, we are facing some overtourism challenges. The purpose of this article is to illustrate my belief that the blessing of having so many incredible and largely unsung attractions could, with the right marketing, provide a solution to any overtourism issues we might face in the future.
Overtourism is different things to different countries
I feel I should first explain, however, what led me to discuss overtourism and the diversity of our local destinations in the same article. I was prompted by a fascinating article I read recently comparing the vast differences between Iceland and Puerto Rico, even though they both face overtourism challenges. According to the article, “Iceland went from 460,000 visitors in 2010 to 2.3 million by 2018, a five-fold increase in eight years, for a country whose entire population could fit in a mid-sized American suburb. Puerto Rico hit 8.1 million non-resident visitors last year, its fifth consecutive record, with lodging revenue approaching $2 billion and room tax collections that have nearly doubled compared with pre-pandemic levels.”
The obvious difference between these two nations, however, is that Iceland, with its fisheries, aluminium smelting industry, and a GDP per capita of more than $85,000, can afford to pull back on tourism. Puerto Rico, however, with its high levels of poverty, cannot and should not. There are no simple solutions to dealing with overtourism, but this is when I started to consider where we would stand if South Africa were to face a similar situation, and what our solution might be.
What of overtourism in South Africa?
There is no question that South Africa is already facing overtourism issues of our own, the obvious one being Cape Town, where its sheer beauty and range of diverse vacation activities make it highly attractive to tourists and investors alike. Among the biggest issues there are the large proportion of homes being designated for short-term holiday rentals, a massive Airbnb presence, and a significant number of property purchases by foreign investors, making property unaffordable to the locals. Wherever there is overtourism, as with the overseas examples, cultural shifts are also a concern, and the authenticity of local culture and cuisine is threatened. When it comes to the debate over the benefits of tourism and the drawbacks of overtourism, however, it must be said that, here in South Africa, as in the case of Puerto Rico, tourism is simply too important to the country’s economy and too significant a source of employment to be discouraged in any way, regardless of the potential negative effects of overtourism.
What is the solution?
I believe the best and most responsible solution, particularly in a country that offers such a diverse and attractive bouquet of fascinating and exciting destinations, like road trips, game lodges, panoramic scenic destinations from canyons to exquisite mountain ranges, and a coastline offering everything any family, fisherman, or water sports enthusiast could ask for, is to promote the marketing of a wide scope of attractions.
There are so many destinations in our country that could benefit from increased tourism that, when overcrowding becomes an issue, at least some visitors could be encouraged, through balanced and strategic promotion, to explore these alternative destinations instead. Awareness is the key, though, so our marketing efforts, along with the recommendations we make to our friends and family abroad, should be aimed at showcasing the incredible diversity of South Africa’s holiday destinations.
Lidia de Olim
CHIEF EXECUTIVE OFFICER