With Adventure Tourism on the rise, KLCBT Attache invites GRN to open up opportunties

World Travel Market London recently published statistics indicating a projected jaw-dropping 16,2% annual growth in adventure tourism globally, reaching a massive $1.5 trillion by 2033.

With this as a back-drop it is disappointing that South Africa is not grabbing this opportunity with massive potential in our back-yard,   especially here in the Lowveld area.  Just looking at the public       attractions on the Panorama Route and the Makhonjwa World        Heritage site which are all just standing unutilized with a maximum revenue of a small gate fee payable.  These sites should be           developed to world class standards, bringing in much needed revenue from international tourists—we already have the numbers, we just need to convert it to spend.  Using these sites as low-hanging fruit to develop inclusive tourism, involving the poorest of the poor             surrounding communities, will not only enrich the tourism offerings and increase our arrivals, but also contribute positively to security as a whole.  Regardless of the countless benefits of private sector         development and management, the sites genuinely need upgrading and maintenance as we receive many complaints regarding facilities at some of the sites.  Oupa Pilane, Special Attaché for Tourism       Development and Transformation in KLCBT, published an open      invitation to national and provincial government to join him on a tour of the sites to explain first hand how the Province can leverage its unique natural, cultural & adventure assets—these points are critical:

Enhance and Promote Natural Attractions with sustainable tourism;  Adventure Tourism Development;  Cultural and Heritage Tourism;  Business and Event Tourism;  Sustainable Growth and Empowerment

Published on FB by Pilane:

To grow tourism in Mpumalanga Province, South Africa, leveraging its unique natural, cultural, and adventure assets is critical. Here are some of the key areas of focus, tailored to maximize the province’s potential as a world-class tourism destination:

1. Enhance and Promote Natural Attractions

– Develop Infrastructure: Invest in developing of the tourism attractions and roads leading to key tourism attractions especially in the Panorama 

– Sustainable Tourism: Promote eco-friendly practices to preserve biodiversity, such as in the Songimvelo and Verloren Vallei Nature Reserves, which protect unique flora and fauna and other similar sites.

– Marketing Campaigns: Highlight natural wonders through targeted campaigns, emphasizing Mpumalanga as “The Place Where the Sun Rises” to attract both domestic and international tourists. 

– To further launch geographical spread compaigns out side the Kruger National Park 

2. Adventure Tourism Development

Make Mpumalanga a hub or capital for adventure seekers. 

– Expand Adventure Offerings: Develop new activities in the key tourist attractions sites.

– Adventure Packages: Create bundled experiences combining safaris, hiking, and adrenaline activities to appeal to thrill-seekers.  

– Improve Accessibility: Enhance transport links, such as the seven daily flights from Johannesburg to Mbombela, to make adventure hubs more accessible. 

3. Cultural and Heritage Tourism

The province’s rich cultural tapestry, including Ndebele villages, the Barberton Makhonjwa Mountains (a UNESCO World Heritage Site), and historical sites like Pilgrim’s Rest, offers untapped potential. 

– Cultural Experiences: Promote township & village tours, Ndebele art, and historical sites like the Samora Machel monument to showcase Mpumalanga’s heritage.  

– Liberation Heritage Route: Develop the Provincial Liberation Heritage Route to attract history enthusiasts.  

– Community Involvement: Engage local communities in tourism projects 

4. Business and Event Tourism

Mpumalanga, particularly Mbombela, is positioning itself as a business travel hub with facilities like the Mbombela Stadium and conference centres.  

– International Convention Centre (ICC): Fast-track the development of the proposed ICC in Mbombela to host large-scale events and conferences linking it to tourism activities like Sun City if it has to work.

– Event Strategy: Develop and Implement events strategy to bid for signature events, increasing visitor numbers and economic impact in all sectors including sports and cultural events, not limiting it to music festivals.

5. Sustainable Economic Growth and Local Empowerment

Tourism is a key economic driver, with 2.1 international visitors in 2024. 

– Community-Based Tourism: Follow Dullstroom’s model, where local businesses drive sustainable tourism, creating stable employment and skill development opportunities, expanding it to villages and townships.

– Investment Opportunities: Promote projects like the Nkomazi Special Economic Zone and the Mpumalanga International Fresh Produce Market to attract investors, boosting tourism-related infrastructure. 

– Agri-Tourism: Integrate the province’s agricultural strengths (e.g., citrus, macadamia nuts) into tourism through farm tours or food festivals.  

6. Marketing and Digital Presence

– Social Media Engagement: Amplify campaigns like #ExploreMpumalanga #ItsMySouthAfrica and #TravelWiseMzansi, as seen in posts, to boost visibility.

– Collaborations: Partner with influencers and platforms like @ShotLeft to showcase attractions like Graskop Gorge and Kruger National Park. 

– Global Reach: Use platforms like Tripadvisor and partnerships with organizations like the Mpumalanga Tourism and Parks Agency to target international markets.  

7. Artificial Intelligence: leverage AI’s capabilities to enhance visitor experiences, streamline operations, and boost marketing efforts. 

1. Personalised Visitor Experiences

– AI Powered Recommendations: Use AI algorithms to create personalized travel itineraries based on visitor preferences. For example, platforms like Tripadvisor use AI to suggest attractions like Kruger National Park or Blyde River Canyon based on user behavior and reviews. 

– Chatbots and Virtual Assistants: Deploy AI chatbots on tourism websites or apps (e.g., Mpumalanga Tourism and Parks Agency’s site) to provide 24/7 assistance, answering queries about accommodations, activities, or cultural sites like Pilgrim’s Rest.

– Voice Interaction: Implement AI voice assistants, similar to Grok’s voice mode on iOS/Android apps, at key sites like God’s Window to guide visitors with real-time information in multiple languages.

2. Enhanced Marketing and Engagements: 

– Targeted Campaigns: Use AI-driven analytics to analyze social media data from platforms like X to identify tourist interests and tailor campaigns. For instance, promote adventure activities like zip-lining in Hazyview to thrill-seekers based on their online activity.  

– Sentiment Analysis: Apply AI to monitor reviews and posts about Mpumalanga attractions to gauge visitor satisfaction and address concerns promptly, enhancing the province’s reputation.

– Content Creation: Use AI tools to generate engaging content for campaigns like #ExploreMpumalanga , creating videos or blogs showcasing the Panorama Route or Ndebele cultural experiences.

8. Safety and Security: 

Ensuring that we implement clear strategic interventions to protect tourists and citizens alike.

Safety Monitors – recruite safety monitors for the police that are well trained to protect both domestic and international visitors 

CCTV cameras: deploy cameras in key tourism routes 

Just by implementing these we can make Mpumalanga an amazing place to visit. These do not need us to have meetings in boardrooms- they need action