11 THRIVE Edition 2 Demand and Supply through Niche Tourism As one of the hardest hit economic sectors, the tourism industry has been viewed as crucial to South Africa’s economic recovery. The sector had been long positioned as a vehicle for inclusive growth of the country, owing to its potential for poverty alleviation, job creation, entrepreneurship and community development. Even more so, in the case of South Africa, the sector has been geared towards economic transformation and empowering (and absorbing) black South Africans in the sector. As a result, South African tourism destinations are being compelled to re-evaluate their practices and study the concept of ‘alternative tourism,’ which has the potential to play a major role in the recovery of the sector and the protection of tourism stakeholders. This, understandably, becomes more paramount considering the adverse effects of COVID-19 to the country’s tourism industry. The STH has continued with their research collaboration with the National Department of Tourism in critically examining the effects of the COVID-19 on the various sectors of tourism in South Africa. The research project, under the management of Prof Tembi Tichaawa, and the principal researchers Prof Christian Rogerson and Prof Jayne Rogerson, is titled ‘Stimulating sector demand and supply through niche tourism’. This research departs from the first phase, which has sought to unpack the effects of COVID-19 on domestic tourism demand and supply. In this phase of the research, the focus has shifted to niche tourism with specific reference to rural tourism regions of the country. This stems from the 2020 Tourism Sector Recovery Plan which recognises that stimulating tourism demand will require the implementation of robust marketing strategies, the ability to act decisively during an uncertain reopening phase under alert level 1 regulations, and responsiveness to changes in consumer preferences necessitating a focus on new-fangled segments. Thus, supply-side interventions should prioritise addressing business continuity problems as well as re-aligning the value chain with new standards and market access. The research assumes that tourism is not a distinct phenomenon and that the term should apply to a “Supply-side interventions should prioritise addressing business continuity problems as well as re-aligning the value chain with new standards and market access. “ Photo by STIL on Unsplash STIMULATING SECTOR By Ms Matilda Mashapa, Part-Time Lecturer, Tourism & Ms Refiloe Lekgau, Lecturer, Tourism
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