Chairperson, it goes without saying that industry players like the Tourism Business Council of SA, TBCSA, will have a growth target which includes tourist numbers. That, as such, will result in better performance of their businesses.
With reference to the 21 million tourist arrivals by 2030 - which is a target that President Ramaphosa announced during the state of the nation address in this sixth administration - we have no doubt that the entire tourism sector from all spheres of government to all industry players in the private sector, whether it is through the TBCSA or any other representative organisation, is working towards the achievement of this aspirational goal or target.
[Inaudible.] ... are geared towards assisting the industry, small and big, to achieve this target. Our efforts going forward include diversified and aggressive marketing, including stronger relations with inbound tourists, trade at a strategic level, an effective and efficient policy environment, including travel facilitation and permitting innovation, and an enhanced visitor experience so that we ensure that it is a safe and secure destination.
In all of these, we will strive for inclusivity and an integrated government approach in growing the tourism industry.
We want to indicate that it is the responsibility of government as a whole to make sure that achieve this target.
Our greatest challenge therefore revolves around the safety of tourists and the perception thereof in our priority markets, be they traditional markets like Europe, or emerging markets like China and India. Our engagement with inbound travel trade in these markets ... it was clear that they know or are aware that South Africa has a lot to offer, but they are very concerned about crime against their citizens when travelling to South Africa.
I must also indicate that, in their view, they believe all media reports, including social media, about South Africa. Media reports directly from South Africa are said to be the biggest contributor in shaping the negative market perception about South Africa as a destination of choice.
These have affected the investment level into sales and promotion of the country's highly rated tourism products and facilities.
This calls on all of us as South Africans to reflect on our respective roles and contributions towards building the brand we want.
The department is working with the SA Police Service, SAPS, to address this challenge. To that end, we have developed a joint strategy, working with the industry and have also put in place a memorandum of understanding. The Minister will be outlining the plans with the stakeholders as we commence the festive season.
But just to highlight, it covers matters of awareness, physical deployment of monitors, application of technologies, and outreach to the inbound tourist.
I want to indicate that we have become a challenge to ourselves, because it is we South Africans who speak badly about ourselves and about South Africa.
Siswati:
NgeSiswati, mine lapho ngakhulela khona kutsiwa, tibi tasendlini atikhishelwa ngaphandle.
English:
... but we are doing the opposite here in South Africa. Thank you.