South Africa and Ghana Join Forces to Boost Tourism

South Africa’s Department of Tourism has announced ongoing discussions with various airlines and key stakeholders to aggressively market Ghana as a prime tourism and investment destination to South Africans. This initiative is being propelled by the South Africa-Ghana Bi-national Commission (BNC) to foster a mutually beneficial relationship aimed at enhancing tourism in both countries.

The strategy aims to address the current imbalance where airlines like South African Airways (SAA) fly at full capacity to South Africa but return to Ghana with many empty seats. By promoting Ghana more effectively in South Africa, the goal is to attract more South African tourists to Ghana.

Aggressive Marketing Campaign

Speaking at the ongoing Africa's Travel Indaba (ATI) in Durban, South African Minister of Tourism Patricia De Lille emphasized the importance of deploying aggressive marketing initiatives. She stated that such measures would attract potential tourists from South Africa to Ghana, building on the positive trajectory seen in recent international arrival numbers from Ghana.

"We need to forge a strong collaboration between the Department of Tourism and the airlines, leveraging our bilateral agreement with Ghana to enhance our marketing efforts and promote both countries as premier tourist destinations," De Lille said.

Strengthening Bilateral Ties

De Lille also highlighted that the BNC provides a platform to consolidate cooperation between South Africa and Ghana. This includes exchanging views on regional developments, particularly in peace, security, and economic growth.

Investment in Tourism

The Minister attributed the ongoing growth in international tourist arrivals to consistent investment and improvements in security. She noted that a year ago, the government established a national safety forum, incorporating private sector representatives, the police, national prosecuting authority, and various provinces and metropolitan cities to address tourists' safety concerns.

“Whether it is a matter of perception or reality, we have proactive plans to address safety issues,” De Lille said. She added that the government invested R174 million last year to train and employ 2,300 young safety monitors at tourist hotspots, with the private sector developing an app offering tourists access to over 300 security companies.

Promoting Cultural Heritage

De Lille also underscored South Africa’s rich cultural heritage, citing sites like the Mandela Capture Site and PheZulu Cultural Village Day Tour in Durban. These sites offer visitors a deep dive into the country’s history and traditional Zulu culture, providing enriching experiences that highlight South Africa’s diverse cultural landscape.

The collaboration between South Africa and Ghana through the BNC marks a significant step towards enhancing tourism and investment opportunities between the two nations, promising a fruitful partnership that will benefit both countries economically and culturally.

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