PRIMARY OBJECTIVE The accommodation sub-sector in tourism is integral to the overall travel and tourism experience. As a billion-dollar industry in South Africa’s economy, the pre-COVID accommodation sector generated an average of R28.3 billion annually between 2016 and 2019 (Statista, 2023). As global tourism recovers from the effects of the COVID-19 pandemic, increasing inbound and domestic tourism has buoyed the positive growth trajectory of the tourism-oriented accommodation sector. Within this post-crisis recovery scenario, this study was commissioned to investigate the perceived impact(s) of South Africa’s accommodation rating system on accommodation establishments' service quality, improvement, and performance in South Africa - from a demand and supply perspective. RATIONALE As a custodian of quality assurance in South African tourism, the Tourism Grading Council of South Africa (TGCSA) has been grading accommodation establishments in South Africa for at least two (2) decades. However, more information is needed about the impact of the grading system on improving the quality of service and performance of the accommodation establishments in South Africa, more so after the 2019 revision of the grading criteria. A limited number of studies have been conducted in South Africa. Given the changes in the tourism sector, a fresh and renewed perspective is needed to ensure the successful application and implementation of grading in the next few years. The outcomes of this study provide the Department of Tourism, the Tourism Grading Council and tourism product owners with insights that will inform policy decisions and frameworks. METHODOLOGY A quantitative study collected the deductive data required to address the research questions. Table I summarises the methodology applied in the study. Show less

PRIMARY OBJECTIVE The accommodation sub-sector in tourism is integral to the overall travel and tourism experience. As a billion-dollar industry in South Africa’s economy, the pre-COVID accommodation sector generated an average of R28.3 billion annually between 2016 and 2019 (Statista, 2023). As global tourism recovers from Show more

Context Accommodation grading systems officially exist in many countries and globally, including South Africa. Official star grading systems classify tourism accommodation based on physical and qualitative criteria. The Tourism Grading Council of South Africa (TGCSA) is critical in providing standardised ratings for accommodation establishments. However, the tourism landscape has evolved significantly in recent years, driven by changing consumer preferences, emerging trends, and technological advancements. Therefore, it is essential to ensure that the grading system remains relevant and effectively serves the needs of both domestic and international travellers. Rationale This study investigates the perceived impacts of the accommodation rating system on improving service quality and performance in South African accommodation establishments, examining perceptions of the influence and effectiveness of the Tourism Accommodation Grading System in South Africa to provide insights into the relevance of the grading system and recommendations. Furthermore, the study examines the influence of safety and security requirements and the integration of alternative energy sources (as part of the broader focus on sustainability). Additionally, given the ever-evolving technological landscape, the assessment also explores incorporating technological advancements and innovations as part of the grading system, including new forms of rating that substantially influence tourism behaviour among consumers and establishments. Show less

Context Accommodation grading systems officially exist in many countries and globally, including South Africa. Official star grading systems classify tourism accommodation based on physical and qualitative criteria. The Tourism Grading Council of South Africa (TGCSA) is critical in providing standardised ratings for Show more

Tourist guiding is an important subsector of the tourism industry. In South Africa, tourism forms an important contributor the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the subsector. Despite this, transformation within the industry has been relatively slow, particularly for women and the youth. This is concerning as the highest rates of unemployment in South Africa are among the youth. Therefore, the overall aim of this study was to investigate demographic transformation within the tourist guiding profession in South Africa with a focus on race, gender and the youth. The specific focus of the study was to examine the potential opportunities, challenges, and barriers to transformation within the tourist guiding subsector, with an emphasis on previously disadvantaged groups. This study adopted a mixed-method research design, to ensure a holistic and in-depth investigation into the research topic. Given the large population of guides in the country, registered in alignment with the Act (3 of 2014), a quantitative approach using surveys was adopted to gather information from tourist guides. A mixture of purposive and snowball sampling was used in disseminating an online survey link to tourist guides. Furthermore, to increase the response rate, data was also collected directly at key tourism attractions in the various provinces. A total of 434 usable surveys were collected. In addition, a qualitative approach was used to gain a deeper understanding of challenges to transformation, as well as, importantly, opportunities for transformation from an administrative and practical perspective. This was carried out in the form of in-depth interviews conducted with the provincial registrars of tourist guiding, as well as representatives of various tourist guiding associations, resulting in a total of 12 interviews. Preliminary findings from the surveys indicated that the tourist guiding subsector in South Africa is dominated by Black men between the ages of 35 and 44, highlighting issues of participation among women and the youth as has been previously noted. Most tourist guides operate within the culture-guiding category rather than adventure and nature while Gauteng was the most represented province in terms of area of operation. These results are supplemented by those from the qualitative aspect of the study, where key findings emphasised the key role that the national and provincial registrars play in the cohesiveness of the subsector; in the achievement of the professionalisation of tourist guiding, , given their ability to advance key aspects of transformation, as well as ensure that practical measures can be realised. Show less

Tourist guiding is an important subsector of the tourism industry. In South Africa, tourism forms an important contributor the economy and accounts for a large portion of employment. Tourist guiding has been seen as a mechanism for upliftment due to the relative ease of entering the subsector. Despite this, transformation Show more

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. The main findings from the key informant interviews and focus group discussions were the importance of recognising the market profiles of domestic tourists and the general population in South Africa, especially in relation to the Domestic Tourism Scheme’s target groups. Several challenges were identified including financial, safety and security concerns, infrastructure and service provision, perceptions and knowledge of domestic tourism products and opportunities, seasonal fluctuations, marketing and promotion, pollution and litter/ grime, accessibility and discriminatory practices and COVID-19 pandemic and other disruptions. Key opportunities were also identified, including diverse tourism products and experiences, domestic tourism incentives, demand, location and digital/ technological changes. Very few participants were aware of the Domestic Tourism Recovery Framework and Domestic Tourism Scheme, but there w generally high levels of support once they were made aware of these strategies. Several stakeholders were identified, including government, tourism industry associations, tourism businesses, major tourist attractions and local communities. The recovery and resilience of domestic tourism in South Africa require collaboration and cooperation among these stakeholders. The National Department of Tourism was deemed to be the lead coordinator/ champion. Several mediums of communication were identified, cautioning that targeted rather than generic approaches were required. Training and capacity development issues were also highlighted, with key areas identified, such as customer service, business support and sustainability aspects. The proposed Domestic Tourism Recovery Framework was supported by the key informants and focus group discussions. Thus, no major changes to the proposed Framework were undertaken, although aspects were updated based on the responses from stakeholders. The four steps to reignite domestic tourism demand in South Africa (re-evaluate, reconfigure, respond and stimulate domestic tourism demand) are retained, informed by the DPSIR approach. The Framework draws on the tourism recovery strategy by encouraging a phased approach to reignite the domestic sector. The focus on Small, Medium and Micro Enterprises (SMMEs) and stimulating domestic tourism demand are highlighted. The Domestic Tourism and Awareness Framework draws from wide-ranging consultations with key stakeholders and provides guidance on how communication within the tourism sector can align with the government’s overall vision and core aims and objectives, most importantly, increasing its resilience and contribution to the country’s economy. The main aspects of the Framework are setting goals and identifying stakeholder roles, setting out guiding principles, identifying and understanding audiences, message design, targeting stakeholders using appropriate communication mediums, and identifying communication barriers and mitigation measures. The Framework should be used to develop a strategy and an associated implementation plan, including an embedded awareness campaign, a framework for monitoring and evaluation and recommendations for supporting actions. Six components for implementation are highlighted: setting goals and identifying roles (that is, establishing what the different groups involved need to do); identifying key audiences and understanding their needs/ preferences; developing key messages and testing these before using them at scale; identifying the most effective modes, methods and channels for communication of messages; and establishing ways to monitor and evaluate the impacts of the communications efforts inspired by the strategy. In terms of skills development and training, the development of a responsive and agile training and education system is advocated. It is proposed that the conceptualisation and implementation of domestic tourism and skills development should commence with a national skills audit to identify training needs, priority needs and training capacity. Various barriers to effective training were identified, including funding/ financial constraints, quality of training, logistical challenges and awareness of training opportunities that need to be addressed. Finally, the monitoring and evaluation indicator approach is presented, linked to the Theory of Change. The key components of this framework include championing (with the Department of Tourism identified as the main champion), communication, institutionalisation, embedding and actioning (which includes the identification of indicators in specific categories). The specific indicator categories were domestic tourists, economic impacts/ job creation, domestic tourism products and services, projects/ programmes to reignite domestic tourism, the Domestic Tourism Scheme, safety and security, funding/ investment, training, media and communication monitoring (assessing the effectiveness of the implementation of the awareness and communication approaches adopted), sustainability, organisational support, and development and implementation of sustainable domestic tourism policies/ strategies, frameworks and guidelines by tourism authorities and local governments. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

By April 2022, 489 million (Africa - 2.5%) COVID-19 infections, and over 6 million (Africa - 4.1%) deaths globally were attributed to the ongoing COVID-19 pandemic (World Health Organisation – WHO, 2022). While the infection and death rates associated with the COVID-19 pandemic on the African continent may not have been as severe compared to other regions, the impact on tourism was significantly more pronounced. In 2019, the global travel and tourism sector represented 27.4% of global services exports, generating upwards of US$9.2 trillion [10.4% of global GDP], while creating one in every four new employment opportunities globally and accounting for 334 million existing jobs (10.6% of global employment). According to the World Tourism Organisation (UNWTO), globally tourism contracted with 73% in 2020 and 72% in 2021 (UNWTO, 2022). Arrivals to Africa contracted by 69% on 2020 and 74% in 2021. The result was the same for South Africa where arrivals contracted by 73% in 2020 and 78% in 2021 (UNWTO, 2022). As a result of these contractions, worldwide revenue and job losses of up to US$4.5 trillion (-49.1%) and 62 million (-18.5%) in 2020, respectively, can be attributed to the effects of the COVID-19 pandemic - with Africa shedding 7.2 million travel and tourism jobs and costing the continent’s economy an estimated US$83 billion1. However, it is essential to acknowledge that South Africa’s post-COVID-19 tourism recovery is a multifaceted conundrum - as the country must now also grapple with significant contemporary challenges which include extrinsic forces such as increasing global inflationary levels major South Africa’s major western source markets, as well as the global challenges emanating from the ongoing war in the Ukraine. Tourism is widely considered to be a viable vector for sustainable socio-economic development on the African continent due to the integrative nature of its value chain (forward and backward linkages with suppliers and service providers), as well as the economic multiplier effect (tourism receipts, export products, employment creation, local economic development) (Matiza & Slabbert, 2019). However, in light of the COVID-19 pandemic-induced moratoriums on domestic and international travel, tourism demand decreased significantly. The tourism industry received no income or visitors for several months, negatively influencing the value chain and labour market. Several ad hoc strategies were implemented to curb the effect of restrictions on the travel and tourism industry, such as pivoting from international to domestic tourism, allowing limited travel, and providing support to the industry. However, these strategies are not a panacea a quick and complete recovery of South Africa’s tourism industry. Added to this, the continuous uncertainty about the management of such a pandemic demands a future view of how to ensure that the South African tourism industry does not face the same challenges and is more prepared to ensure the sustainability and resilience of this industry. Show less

By April 2022, 489 million (Africa - 2.5%) COVID-19 infections, and over 6 million (Africa - 4.1%) deaths globally were attributed to the ongoing COVID-19 pandemic (World Health Organisation – WHO, 2022). While the infection and death rates associated with the COVID-19 pandemic on the African continent may not have been as Show more

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to pilot and refine the Domestic Tourism Recovery Framework proposed, incorporating the Domestic Tourism Scheme as a key component. This report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the piloting and refinement of the proposed Domestic Tourism Recovery Framework are critical to guide interventions and buy-in. Furthermore, the Framework is extended to include awareness and communication, training and skills development, and monitoring and evaluation components to support effective implementation and achieve intended impacts. The research methodology adopted during this Phase was a desktop approach (updating the literature) and qualitative component (key informant interviews and focus group discussions) to facilitate engagements with purposively selected (after undertaking stakeholder mapping) and key stakeholders on the Domestic Tourism Recovery Framework and Domestic Tourism Scheme. In total, 24 key informants and 4 focus groups completed. The proposed Domestic Tourism Recovery Framework is informed by the sustainable tourism development approach, linked to the ecosystem-based operational model that includes the drivers, pressures, state, impact and response (DPSIR) framework, which informs an examination of tourism that is based on a complex set of phenomena with multi-dimensional aspects and impacts. This approach was complemented by the Theory of Change approach during this Phase that promotes outcomes and results-based approaches to planning and development, focuses on evidence-based/ data-driven evaluation that demonstrates benefits and viability, enhances capacity development, enables partnerships and collaboration and is learning-orientated to improve future policies, plans and interventions. Several themes emerged from the literature review undertaken, including the importance of domestic tourism in South Africa and globally; trends and changes in domestic tourism travel behaviours; challenges faced in relation to finance, infrastructure, safety and security; the impacts of digital and technological advancements, and awareness levels. There was also consensus that domestic tourism was on a pathway to recovery, which needs to be supported/ incentivised. The importance of education and training as well as effective awareness and communication strategies were also highlighted. Show less

The Department of Tourism is prioritising domestic tourism’s recovery. This is linked to the consensus that promoting domestic tourism is crucial to ensure that the sector recovers from the pandemic impacts on a pathway to sustainability and resilience to deal with future disruptions. This report extends the previous study to Show more

The premise underscored by this research was that within the tourism domain, the focus on the enhancement of the “supply” side of the tourism value chain, would ultimately stimulate an increase in the “demand” side. The model devised in Phase I had as its intention the reinvigoration of the domestic product through the DTRM tool. This comprised four essential elements with which to revitalise, stimulate and strengthen the domestic product. These elements are the “iconic”; the “un-iconic”; “multi-culturalism” and the “five senses”. Show less

The premise underscored by this research was that within the tourism domain, the focus on the enhancement of the “supply” side of the tourism value chain, would ultimately stimulate an increase in the “demand” side. The model devised in Phase I had as its intention the reinvigoration of the domestic product through the Show more

The report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the importance of domestic tourism globally and in South Africa specifically is highlighted. Furthermore, domestic tourism’s role in the tourism sector’s recovery post the devastating impacts of the COVID-19 pandemic is underscored. The theoretical/ conceptual framework that informs the research is the sustainable tourism development approach, embedded in an ecosystem-based operational model, that permits an examination of complex systems and phenomena (such as tourism) that have multi-dimensional aspects and impacts influenced by environmental, political, economic, and social factors. The importance of focusing on examining internal and external aspects, tourist and destination domains as well as demand and supply-side factors also frame the research. Issues pertaining to tourism demand, carrying capacity, sustainability and resiliency also emerge as being key to consider. In terms of the research methodology, a mixed methods approach was planned using both quantitative (tourism service provider and general public surveys) and qualitative key informant interviews (undertaken by the University of Pretoria - UP). At the time of submitting this report, the key informant interviews were not completed for inclusion in this study because of challenges UP faced. Online and face-to-face interviews were conducted. In total, 406 tourism service providers and 1 034 general public survey results are used for the primary data analysis. The literature review focused on key thematic areas: domestic tourism and the COVID-19 pandemic context and trends, domestic tourism responses to the pandemic, challenges for reigniting domestic tourism, innovative responses that are emerging and recommendations that are evident. Show less

The report provides the context of the study, stipulating the aim, objectives and research questions. In relation to the rationale and purpose of the research, the importance of domestic tourism globally and in South Africa specifically is highlighted. Furthermore, domestic tourism’s role in the tourism sector’s recovery Show more

The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. Demand is intensifying for safe spaces where social distancing is possible. The large group movement of people, and therefore the phenomenon of ‘mass tourism’, has been severely compromised as it imposes great health risks with travellers vulnerable to health hazards and points to opportunities in alternative niche forms of tourism. As a result of risk perceptions surrounding COVID-19, the tourism sector is projected to see an expansion in various forms of special interest or ‘niche travel’ which is driven primarily by the confidence of travelling in smaller groups and a less risk-prone environment Arguably in the ‘new normal’ of a post-COVID-19 world consumers re-orient away from mass tourism experiences and instead search out what are termed as ‘niche tourism’ products and experiences. South Africa's diverse landscapes, rich natural and cultural heritage, and traditional knowledge can lay a breeding ground for the promotion of alternative tourism within the country. Indeed, niche tourism can play an ever more vital role in South Africa and is an opportunity to investigate tourism offerings in which smaller-scale, controlled and operated niche products can be established to satisfy the changing demands and needs of consumers. The pandemic further underlines the importance of developing interventions that are targeted to the requirements of specific niches. Research is therefore necessary to inform interventions that should consider the changing supply-demand situations of particular niches during and post COVID-19. Within the competitive world of tourism similarity is the enemy and niche products are a way to escape sameness. This points to the necessity for investigating supply and demand issues around different forms of niche tourism. The aim of the study is to examine how niche tourism may be leveraged as part of the tourism sector's recovery plan to rejuvenate supply and ignite demand post COVID-19. One specific niche, namely rural tourism is investigated in detail. The following broad objectives guide the study: • To examine international research regarding niche tourism demand and supply. • To examine international research regarding niche tourism demand and supply for one selected form of niche tourism, namely rural tourism. • To examine the state of niche tourism demand and supply in South Africa with respect to one selected form of niche tourism, namely rural tourism. • Analyse challenges presented by COVID-19 on tourism demand and supply with respect to one selected form of niche tourism, namely rural tourism. • To analyse opportunities for leveraging niche tourism demand and supply as part of the tourism sector's recovery plan post-COVID-19 with the case of rural tourism • To contribute towards development of a framework for strategic interventions to leverage niche tourism in South Africa using the case of rural tourism. Show less

The COVID-19 pandemic is catalysing changes in consumer demands as well as necessitating a paradigm shift for research on tourist behaviour and decision making. Demand is intensifying for safe spaces where social distancing is possible. The large group movement of people, and therefore the phenomenon of ‘mass tourism’, has Show more

The research project focusses on the interface between tourism and transport, with specific reference to South Africa and the two most important modes of transport, namely air and road. The study aimed to explore the impact of COVID-19 on the Tourism-Transport Interface with a view to proposing a scenario/s where this relationship might create opportunities for tourism to prosper post COVID-19. This research followed a three-pronged approach: Firstly, a literature survey was undertaken to review previous studies, both in academia and industry, in order to gain an understanding of the transport and tourism environments. Secondly, a number of discussions were conducted with leaders in the transport and tourism sectors to gain an understanding of the current state of the sector, challenges faced by each sector and their views on the future post-COVID. Thirdly, full-day Future Scenarios Planning Workshops were held to develop a strategic perspective on the future prospects of the aviation and car rental industries. Show less

The research project focusses on the interface between tourism and transport, with specific reference to South Africa and the two most important modes of transport, namely air and road. The study aimed to explore the impact of COVID-19 on the Tourism-Transport Interface with a view to proposing a scenario/s where this Show more