The North-West University (NWU) is celebrating Tourism Month, and when it comes to tourism experts in the country, the NWU’s research unit Tourism Research in Economics, Environs and Society (TREES) has distinguished itself as a leader in its field.

In our ongoing series of articles, we take a closer look at what TREES are doing to promote tourism in South Africa. This is why tourism matters.
The economic power of tourism: A vital contributor to South Africa’s growth

Tourism is more than just travel – it’s a key economic driver for South Africa. TREES is doing extensive research to understand the complex relationship between tourism and the economy. With an emphasis on data-driven insights, researchers are helping shape the future of the industry by examining the financial dynamics that influence tourism growth.

Before the Covid-19 pandemic, the tourism sector contributed between 6% and 8,5% to South Africa’s GDP, employing around 1,5 million people either directly or indirectly. While the domestic tourism market has made a strong recovery, international tourism is still struggling to regain its footing. Prof Andrea Saayman, an economist at TREES, has been closely monitoring these trends.

"The tourism industry is a key component of the national economy, but it is also highly sensitive to global economic shifts," says Prof Saayman. She notes that the current global environment of low growth and high inflation is making it difficult for international tourists to afford long-haul trips to destinations like South Africa.

An interesting aspect of Prof Saayman’s research is the focus on the informal tourism sector, which includes arts and crafts vendors, many of whom were hit hard by the pandemic. "These entrepreneurs have shown resilience, but the slow recovery in tourism is affecting their ability to make a living," she explains.

By examining how tourists make decisions in different economic environments, Prof Saayman’s work helps policymakers develop strategies to bolster the tourism sector and support those who rely on it for their livelihood.

Events as catalysts for tourism growth and community development

Events are much more than mere gatherings – they are economic engines that drive tourism, boost local economies, and foster social cohesion. In this article, we explore how the TREES research unit is advancing knowledge in the field of event tourism, ensuring that South Africa continues to be a sought-after destination for major events, from cultural festivals to sports competitions.

The Covid-19 pandemic dealt a significant blow to the events sector, forcing a rapid shift to digital and hybrid events. Yet, as we emerge from the pandemic, events remain a critical part of South Africa’s tourism landscape. Researchers such as Prof Martinette Kruger, Prof Adam Viljoen, Dr Walter Wessels, Prof Pierre-Andre Viviers, Prof Karin Botha and Dr Esmarie Marx are working to ensure that the country remains competitive in this space by developing strategies that promote innovation and sustainability in event management.

"Events offer a unique opportunity to showcase South Africa’s rich culture and heritage to a global audience," says Prof Kruger. Events like music festivals, sports competitions, and food and wine shows draw international and domestic tourists, helping stimulate local economies by creating demand for accommodation, dining, and transportation.

The TREES team is also focused on understanding visitor behaviour and preferences, using data to improve event offerings and ensure that South Africa’s event industry remains resilient and adaptable in a rapidly changing world.