cross-border themed tourism routes in the southern african ...€¦ · cross-border tourism...
TRANSCRIPT
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Department of Historical and Heritage Studies University of Pretoria (2018-2019)Research Day 15 March 2019
Prof Karen HarrisHannes EngelbrechtSian Pretorius
Cross-Border Themed Tourism Routes in the southern African region: practice and potential
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• understand tourism products in cross-border themed tourism routes in the SADC region
• explore the possibility of integrating routes to enhance a cross-border niche tourism experience
• explore other international mechanisms, systems or processes
• identify methods to improve the broader functionalities of the sector
• consider ways in which the sector could be enhanced to contribute to the broader economy and unemployment
In essence, the intention of this study is to develop and test a model for the development and implementation of guided cross-border themed tourism routes according to existing and potential tourism niche markets.
PURPOSE OF THE STUDY
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CROSS-BORDER TOURISM
DEPARTMENT OF HERITAGE AND HISTORICAL STUDIES
UNIVERSITY OF PRETORIA
2013 – 2018
Research Reports of 2012-2018
• “Understanding the Concept of Cross-Border Guiding in Southern Africa”, 2012
• “Harmonization of Tourist Guide Training Regulations and Standards in South Africa”, 2013
• “Harmonisation of Tourist Guide Training in southern Africa – phase III” 2014
• “Harmonised Tourist Guide Training in southern Africa – phase IV” 2015
• “Cross-Border Tourism pilot project: The Namibian-South African Corridor” 2017-2018
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TOURISM is a rapidly growing globalised industry
- Product diversification and global competitiveness
- Recent trends include: - Cross Border tourism- Route tourism- Niche tourism
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TOURISM CHALLENGES & TRENDS
CROSS-BORDER TOURISM
ROUTE TOURISM
NICHE TOURISM
Need for renewal
movement of tourists across the borders of a country under the guidance of a qualified tourist guide
linking together of a series of tourism attractions under a unified theme to promote entrepreneurial opportunities among the local communities
specific tourism product which is custom-made to meet the needs and demands of a particular audience/market segment group of tourists
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Tourism Benefits in Africa
- A powerful vehicle for economic growth and job creation
- Tourism is growing faster in the world’s emerging and developing regions than in the rest of the world
- Potential of tourism has not been fully recognized as a vital source of economic and development powerthat can strengthen and expand the continent’s economies.
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CROSS-BORDER TOURISM ROUTES
• border regions peripheral / marginal
• integration of value chains
• augment foreign investment
• diffuse innovations
• intensify tourist flows
• multiply socio-economic effects
(Stepanova, 2017)
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TOURISM-SCAPES
“A landscape portrayed and utilised in a tourism context, like when a list of arbitrary tourist attractions is combined into a route based on a thematic approach”
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Namibia
Botswana
Zimbabwe
Mozambique
Swaziland
Lesotho
SOUTHERN SADC
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TOURISMSCAPES
NAMBIA-SOUTH AFRICA CORRIDOR
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Origins Route – fossils, first inhabitants and first kingdoms
Colonial Remnants Route – colonial histories and heritages
Liberation Route – movements opposed to colonial oppression
Literature and Film Route – literary and film tourism sites
7 Natural Wonders of Southern Africa – nature attractions
Culinary Route – tasting and learning to cook the local cuisines
Culture Rumble Route – cultural villages and attractions
Supernatural Southern Africa – mysterious local legends on monsters, ancestors, spirits, ghosts and other supernatural occurrences.
Themed cross-border tourist routes“Tourism-scapes”
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RATIONALE OF THE STUDY
• DESTINATION AND PRODUCT DEVELOPMENT
• PRODUCT DIVERSIFICATION
• REGIONAL CO-OPERATION
• ACCUMULATIVE BENEFITS
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50%
4,7%
INBOUND TRAVEL MARKET SHARE2016
Collaborate – not compete
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“development of new tourism products [through] the connection of already established forms of tourism with alternative/niche tourism products [,…] including cultural tourism”
Acolla Cameron, Niche Focused Tourism Development in Small Island Developing States: The case of Trinidad”,
Academic Conferences Association, 2017, p. 732
Possible solution
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Literature Review
- Cross border:D.J. Timothy; Association of European Cross-border Communities (AEBR); H. Wachowiak; K. Vodeb; E. K. Prokolla; S.V. Stepanova; G. Skaremo; A. Murphy.
Theme Routes:- C.M. Rogers; J. Briedenhann & E. Wickens; D.
Meyer; M. Lourens; J.D. Snowball & S. Courtney
Niche tourism:- N.J. Morgan; & A. Pritchard; M. Novelli;
J.M. Ali-Knight; A. Cameron; G. Visser & G. Hoogendoorn
Tourist Experiences:- J. Pine & J. Gilmore; E. Cohen; N. Wang; P.
Pearce; G. Moscardo; A. Zatori.
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Niche Tourism Framework (Novelli, 2005)
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Niche Tourism market competitiveness (Cameron)
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CBTRE
in
SADC
The Host Communities
Governmental Bodies
Tourism Industry
Tourists
Voluntary Sector
Experts
Pressure Groups
Media
Competitors
Key stakeholders in CBTRE development
Adapted from J. Swarbrooke
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Government Stakeholder departments – 7 SADC countries
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Existing routes – 7 SADC countries: Culture & Adventure & Nature
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Challenges facing CBT
- Borders as barriers- Hinder travel- Intimidating
Challenges in SADC:
- Varied levels of development (SA – 34 & Swaziland 167)- Infrastructure (Technical and Social)- Transport (air, road, rail connectivity)- Coordination and Collaboration- Legislation and regulations (Acts 1992-2014)- Customs and Immigration (Visas (“evisa”?))- Language- Currencies- Competitiveness- Standards and quality assurance- Safety and Security
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Short term mitigations
Mitigations and solutions in SADC:
- Collaboration and partnerships (smaller)- Diplomacy and supra-national agreements (1996-2013)- Regionally accepted currency- Investment- Visa consolidation and exemption (Univisa)- Harmonization of standards(SADC Tourism Protocol 1998
- Experience diversification (opportunities…)
- Enabling structures- Involve stakeholders
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TOOL KITTwo aspects:
general guiding principles:considerations throughout the development process
a three phase development plan: with more specific actions and considerations in each phase
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Guiding Pr inc iples of CBTRE Development
Pract ical Structural Exper ient ia l
Predicated on the idea tha t a l l aspects of
the route such as travel t imes and s tops are
achievable as is wi th i t inerary creation:
Be real is t ic abou t t ime constra ints
and the t imes and types of travel
required to ge t from A – B.
Consider th ings such as
accommoda tion , mea ls, transpor t,
budget and day by day ac t iv i t ies .
Take your t ime to improve
exper ience; don ’t inc lude too much
travel or ac t iv i t ies in a day .
Provide tour is ts / cus tomers wi th the
necessary addit ional in forma tion
about hea lth and sa fe ty , forex, what
to pack , book ings , travel documen ts,
reservations, t ime changes , etc .
Inc lude suf f ic ien t downt ime and
le isure t ime .
Predicated on the idea tha t the environment
with in which you are at tempt ing the route is
enabl ing wi th l i t t le des tab i l is ing factors
such as v isa requ iremen ts:
Ask quest ions about the legal
requirements o f prov id ing the route,
dr iver guide permits in a l l th e
countr ies presen t, veh ic le l icenses,
etc .
Ask questions about the pa th of
least res is tance , for examp le wi l l
th is exper ience sel l or are there too
many adminis trat ive burdens such as
v isa’s
Make some connec tions wi th
act iv i t ies, at tract ions and
exper iences offered on the route in
order for you to nego tia te
par tnership ar rangemen ts and co -
Predicated on exper ience dr iven
managemen t pract ices that inc lude the
tour is t as a centra l par t o f the exper ience :
Cons ider the levels o f i mmers ion
offered across your tour and at each
attrac t ion or ac t iv i ty .
Engage as many of the senses as
you possib ly can in your exper ience .
Learn to speak the L ingo , for
example , i f you are of fer ing a
geologica l tour , you need to know
some terminology .
Allow for f lex ib i l i ty and opt ions in
content nar ra t ion and a ttrac t ions
v is i ted.
Add some drama and myth to tour is t
in terac t ions and storyte l l ing l ike
personal in terac t ions .
Consider the tour is t as co -creators
Guiding principles of CBTRE development
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PRACTICAL:
- Realistic time constraints- Accommodation, meals, transport, budget- Improve experience- Additional information – safety, health, forex- Downtime- Market with creative language- Optional extras
STRUCTURAL:
- Legal requirements- Administrative issues- Partnerships to co-create- Standards at attractions- Research conducted- Competiveness - uniqueness
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EXPERIENTIAL:
- Levels of immersion- Engage senses – smell, touch, taste, sight, hear- Subject specific lingo- Flexibility- Drama, myth, story telling- Tourists as co-creators- Education opportunity- Spontaneity- On-going experience – at and in between- Theme suites the selected destinations, attractions
activities and experiences
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A three phase development plan
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PHASE 1: CONCEPTUALIZATION AND RESEARCH
- Identify a theme (innovative, unique, niche)- Conduct research (desktop, field and indigenous)- Conduct network research (partners, activities)- Brand - creative name or angle
PHASE 2: PLANNING AND ASSESSMENT
- Mapping (route and alternatives)- Practicalities (transport, accommodation, meals, timing)- Complete research and follow ups on key attractions- Contact potential partners- Tailor-made narrative and content- Check permissions (legal)
PHASE 3: TESTING AND IMPLEMENTATION
- Viability (check route, meet partners, feedback)- Incorporate feedback- Marketing and distribution channels
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Potential Combination Routes – 7 SADC countries: Culture & Adventure & Nature
Tourismscape – Theme: Film Tourism
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- 1980s
- US$ 51.2 million
- Award Winning
- Sequels
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Northern Cape, Namibia, Mpumalanga, Botswana
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BUSHMAN PEOPLE
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BUSHMAN CULTURE
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BUSHMAN CREATIVE INDUSTRIES
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- 2018
- US$ 900 million
- Award Winning
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The Southern African Wakanda Experience Route
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Ndebele Zulu Xhosa
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Timbuktu Sotho-Tswana rondavels(huts)
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Victoria Falls
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Maasai
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isiXhosaThe language of Wakanda
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Professor Karen HarrisMr Hannes EngelbrechtMs Sian PretoriusMr CR Botha
Thank you!