CEO Point of view: The value of sustainable tourism attractions for Nelson Mandela Bay

Tourism has not only become a popular global leisure activity but is also an important and vital source of income for many countries.  The value of tourism was recognized in the Manila Declaration on World Tourism of 1980 as “an activity essential to the life of nations because of its direct effects on the social, cultural, educational, and economic sectors of national societies and on their international relations."

The income brought into a local economy through tourism is massive. Employment opportunities are also brought in through the service sector associated with tourism. There are many service industries that are able to benefit from tourism such as but not limited to airlines, accommodation facilities, shopping centres, tour guides and petrol stations. During 2012 in NMB Domestic Tourism Direct Spend amounted to about 80.7% (R3.84 billion) of the overall direct spend (R4.76 billion) into the Nelson Mandela Bay’s economy sustaining over 30 000 jobs.

However important the economic benefit is, it is not the only positive for a sustainable tourism destination. More recently tourism has also been recognized as providing opportunities for development and structural change which benefit locals. These changes are ignited and expedited through the need of upgraded facilities for tourists and the brand of a destination through marketing streams and when hosting mass events. This in turn results into local pride where citizens are proud of the destination encouraging travel to the area. Local pride leads to a warm welcome for a visitor which is followed by the benefit of cultural exchanges ultimately resulting in new perspectives on life and society. Locally developments such as the upgraded King’s Beach facilities or Route 67 at The Donkin are perfect examples of development which impact the tourism industry while positively uplifting local pride.

Tourism has successfully been utilised to create awareness and education on a variety of subjects, local issues and needs. One such issue prevalent in the area is the poaching of Rhino. A great decline in the population of Rhino has been shown in the last few decades due to a variety of threats of which the main is one is the illegal trade of Rhino horn. Poaching of Rhino horn for the production of traditional medicine is the greatest threat at the moment. Should a destination not be a sustainable tourism destination with quality products it then hampers conservation efforts and funds. It is vital that as a nation we protect what is endangered especially for future generations. This can be achieved through a successful tourism destination with compliant and "value add" attractions.

According to the Green Economy Report (UNEP-UNWTO, 2011), “the tourism economy represents 5% of world GDP, while it contributes between 6-7% of total employment. International tourism ranks fourth (after fuels, chemicals and automotive products) in global exports, with an industry value of US$1 trillion a year, accounting for 30% of the world’s exports of commercial services or 6% of total exports. In over 150 countries, tourism is one of five top export earners, and in 60 countries it is the number one export.” The fast-growing tourism industry contributed R35.4 billion to the economy in the first six months of 2013 – more than the R32.6bn from gold exports as per SA Tourism Minister Marthinus van Schalkwyk reported last year.

Therefore the main source of job creation and foreign exchange for many countries depend on the sustainability of a variety of attractions that lure tourists.  To ensure that a destinations tourism industry and attractions are sustained one can work according to the criteria laid out by Global Sustainable Tourism Criteria (GSTC Criteria) for Hotels and Tour Operators. The criteria has become a worldwide standard for tourism sustainability and aligned to be used by all types and scales of destinations and attractions by focusing on these main objectives:

Does the destination/product:

• Maximize social and economic benefits for the host community and minimize negative impacts
• Maximize benefits to communities, visitors and cultural heritage and minimize impacts
• Maximize benefits to the environment and minimize negative impacts

Many sectors in all countries have a tendency to focus on new investment and development. These investments are much needed and a welcome addition to the destination, however are we not being counterproductive if we do not maintain current valuable attractions while investing in development? Should a destination while developing also not takes stock of the current attractions in place for sustainability purposes? Gaining one new product while losing another seems to be like taking a step backwards in the goal towards creating an attractive and successful city.

For example in NMB we have sadly had the decline of a few tourism attractions which could not be sustained over the last couple of years for a variety of reasons such as the economic situation which negatively impacted many sectors. To look at one such product which is in jeopardy at the moment would be Kragga Kamma Game Park which has an investment value of about 50 million Rand contributed to our destination. It presents itself as an attraction which adds great value to a destination.

 It also presents itself as a product which answers to all three sustainability questions as well and is especially pro-active in the fight against Rhino poaching. The activities of the attraction enable for employment of about 20 – 25 local people directly not to mention the indirect opportunities created. Education and awareness for scholars as well as conservation is undertaken at the premises. This is a clear example where perhaps investment from private or be it government sectors can play an essential role in sustainability of attractions and a tourism destination. Investment can also take the form of combined strategising between private sector and government in order to find mutually beneficial partnerships for the future.

There are very few destinations that are able to sustain their attractions and activities 100%. This is how and why many destinations have the potential to fall into an unsustainable industry of increased development while losing attractiveness leading to negative impacts on the local tourism industry, economy and its people. This is one of many urgent matters where private sector, government and stakeholder linkages are vital to secure success for a destination in its entirety and not just per sector.

NMBT will continue to be ambassadors for a prosperous and attractive all round destination for future investment and tourism while bringing together all sectors for successful partnerships to maintain a sustainable tourism destination.