In the final part of our series of articles celebrating Tourism Month, we again look at the phenomenal work the North-West University’s (NWU’s) research unit Tourism Research in Economics, Environs and Society (TREES) is doing to infuse the tourism sector with its expertise, to make the sector visible and to protect our tourism heritage. This is why tourism matters.
South Africa’s place on the global tourism stage: A competitive destination
For South Africa to remain a top tourist destination, it must continuously compete with other countries around the globe. Researchers at TREES are continuously working to enhance South Africa’s international appeal by studying destination marketing, branding, and competitiveness.
South Africa’s tourism sector has long been a major contributor to the economy, but as global competition increases, the need for effective destination branding has never been more critical. Prof Elmarie Slabbert, Prof Lindie du Plessis, and Dr Tafadzwa Matiza are leading research efforts to ensure that South Africa remains a top choice for international tourists.
"Tourists have a wealth of options when it comes to choosing a travel destination, so it’s crucial for South Africa to distinguish itself through strategic branding and marketing," says Prof Slabbert. Her team is particularly interested in understanding how international tourists perceive South Africa and what factors influence their decision to visit.
Research in this field also addresses the challenges South Africa faces, such as safety concerns and negative perceptions. By identifying and addressing these concerns, TREES researchers aim to develop strategies that can help position South Africa more favourably on the global tourism map.
Marine tourism: Protecting our oceans and coastlines
South Africa’s marine ecosystems are as much a part of its tourism appeal as its wildlife reserves. In this final article, we explore how the TREES unit is contributing to the protection and sustainable development of marine tourism, with a particular focus on research led by Prof Serena Lucrezi.
Marine tourism is a growing sector in South Africa, but it comes with challenges that must be addressed to ensure the protection of delicate marine ecosystems. Prof Lucrezi’s research is focused on monitoring and assessing tourism activities in marine protected areas, such as the Table Mountain National Park, to ensure that tourism and conservation efforts work hand in hand.
"Marine tourism, particularly activities like diving and shark cage diving, brings many visitors to South Africa, but it’s important that we manage these activities responsibly," says Prof Lucrezi. Her work not only monitors the impact of these activities but also seeks to educate tourists about their role in preserving marine life.
Prof Lucrezi is also involved in cross-border research with Mozambique, exploring the potential for marine conservation collaborations. Her research emphasises the need for a 360-degree approach, integrating insights from social and environmental sciences to create sustainable marine tourism practices.
From citizen science projects to cutting-edge conservation technology, Prof Lucrezi’s work is a testament to how interdisciplinary research can help safeguard South Africa’s rich marine heritage for future generations.
