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FAIR TRADE IN TOURISM SA LAUNCH
By Sheryl Ozinski
Tourism creates jobs and is exactly the kind of labour intensive industry that South Africa needs, but more importantly because tourism, more than any other sector, is doing very well right now and is increasingly being recognised by government, as an industry that can meet the needs of the present without compromising on the ability of future generations to meet their own needs. In other words tourism is an industry that if managed correctly is sustainable, and could provide enough for all forever.
A recent survey done in the UK demonstrates that 52% of British consumers (up from 45% in 2000) would be more likely to book a holiday with a tour operator or a travel agent or a guest house that had a written code to guarantee good working conditions, protection of the environment and support for local people living in the destination. In fact 4 out of every 5 holidaymakers in the UK say that they would be prepared to pay something to ensure that this was the case.
The evidence is clear: holidaymakers are beginning to realise that their visits to beautiful, sun-baked paradises, like Cape Town, have an impact on local people and the surrounding environment. Increasingly, they want to ensure their holiday makes a positive contribution to local development and they appear willing to favour companies that can show that they are bringing real benefits to those living in the host destinations – and they are even prepared to pay more for this peace of mind and better quality product.
In my opinion, such observations present both definite marketing opportunities, and of course challenges ‘mainstream’ tourism suppliers. But what is clear is that the onus – increasingly so – is on the tourism industry to develop viable, responsible products that are able to satisfy consumers’ changing needs.
And if the full potential of South Africa’s tourism industry is to be realised, we must find ways to enable community-based enterprises to profit more meaningfully from international and domestic market opportunities.
Tourism projects whether they be guest houses, camping sites, lodges, tourist routes, township tours, cultural villages, and the like – have in the past six years proliferated across the South African Tourist landscape. However, little attention is being paid to the demands of the market and, indeed, the expectations and needs of international and domestic tourists.
The UK, Germany, Holland, Switzerland and Scandinavia generate roughly 50% of South Africa’s overseas arrivals. All of these countries already have well established Fair Trade labels and special Fair Trade shops. Tourists originating from these countries will recognise – and many will value – Fair Trade branded tourism products. There is a need to tap into this consumer awareness and the buying power that it carries with it.
So enter Fair Trade in Tourism SA. Between 1998 and 2001, the feasibility of the Fair Trade concept in South Africa was tested. At the end of the pilot phase it was apparent that a Fair Trade in Tourism approach could in fact fill a major gap in the South African tourism industry by focusing on critical issues of market access and market knowledge.
Significantly, Fair Trade in Tourism South Africa (FTTSA), is the first organisation in the world to implement a Fair Trade Brand specific to tourism. FTTSA thus functions as a non-profit marketing and knowledge service, providing tourism enterprises with a useful and cost effective model for accessing tourism markets and building marketing and related capacity. The FTTSA trademark therefore serves as a sign of quality for consumers, symbolising not only quality, value for money and reliability but also fair share, transparency and sustainability.
It is obvious that there is so much to be gained from creating a more diversified and integrated tourism product and marketing a wider range of experiences, activities and services to tourists. This is because increasingly visitors want to experience the soul, the character and the heartbeat of a destination, and importantly they want to meet local communities and understand their challenges and aspirations for the future.
“Africa looks hopeless but it is not. In many ways the continent is heading in the right direction for the first time in centuries. Real changes for the better are occurring. Africa is evolving African solutions.” Lance Morrow – Time magazine
One such fine example, is the principle of Fair Trade in Tourism. South Africa is playing a leading role in defining global best practice in responsible tourism and is indeed setting the standard for the rest of the world to follow, rather than follow the initiatives that others have developed. |
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