“WE’RE busy finalising plans to establish the Free State Tourism agency as stand-alone to focus on its main mandate- which is tourism development. It is then we shall see progress in the marketing, promotion and development of growing tourism in this province,” says the no-nonsense MEC for Economic Development and Tourism in FS Province- Ketso Makume.
He was speaking exclusively to this reporter on the sidelines of the launch of Summer Season Campaign, at Oude Kraal Lodge (Bloemfontein) on Tuesday.
“By so doing, would help to grow, increase and create job opportunities in this majestic province of ours, that has potential to attract both local and international tourists, as we fast approach the festive season and beyond,” continued the MEC, who is using crutches for walking after an injury to his leg.
As the least visited province in the country; the MEC said the new marketing slogan ‘FS a place to go to, not a place to through’ will entrench visitors to come and stay, rather than pass through to other provinces.
Albeit he did not give the timeline on the stand-alone or disintegration plans, he did indicate it’s ‘a very urgent matter’, also emphasising it has been appraised with Tourism Minister, Patricia De Lille, who gave a key address at the media launch.
Currently, the agency is known as Free State Gambling, Liquor and Tourism Authority.
The “Gimme Summer That Sho’t Left” campaign is aimed at encouraging South Africans to explore their country by visiting various provinces, experiences, the wide variety of tourism experiences and establishments. The Summer Campaign is also targeted at inviting visitors from outside South Africa to explore all parts of South Africa, says De Lille, who said the campaign seeks to ensure that the benefits of tourism are felt in all nine provinces.
“At its core, our Summer Campaign focuses on promoting affordable, memorable travel experiences in Mzansi. We invite, both local and international tourists to explore our country and discover the many experiences including our natural wonders, cultural experiences as well both well-known and lesser-visited places and attractions.
There are so many quality attractions and hidden gems in every province as well as unique experiences and things to see and do in our little towns, villages, townships and dorpies” continued the minister, who was in jovial mood.
Another contentious issue was e-VISA of which tourism players in the country are unhappy with, having gone two years without implementation.
Rosemany Anderson- Federated Hospitality Association of Southern Africa (FEDHASA) national chair- says they hope now that this matter is receiving full attention of the Presidency Cyril Matamela Ramaphosa, it will be expedited because hospitality sector is in need of the those dollars and Yens.
“It’s a marvelous thing not a challenge for us as the federation; in that in two-years ago it was not implemented but progress has been made now.
Two major tourism draw cards countries China and India, who were not happy with the e-VISA policy, will now be able to trade from tourism perspective,” pointed out Anderson.
On the economic trajectory, South Africa welcomed more than 5.8million tourists in the first eight months of 2024 marking a 7% increase compared to the same period in 2023, according to the latest international tourist arrival statistics.
While 21.5 million trips were taken by South Africans to explore the country between January 2024 and July 2024, demonstrating that domestic tourism is the bedrock of the tourism sector.
“Through our various travel offers and campaigns executed in our various markets as well as here at home, we want to show that travel to and within South Africa is accessible and affordable. The “Gimme Summer That Sho’t Left, campaign aims to foster a sense of national pride among South Africans by encouraging them to explore and get to know their country better and continue to warmly welcome visitors whose visits stimulates the economy and contributes to job creation in South Africa,” adds Minister de Lille.
According to the World Travel and Tourism Council (WTTC), Tourism’s direct and indirect contribution to South Africa’s GDP was 8.2% in 2023. It is estimated to rise to 8.8% by the end of 2024 and reach 10.4% of GDP by 2030.
Already in the first quarter of 2024, tourism’s direct and indirect contribution to South Africa’s GDP was 8.8%.
Tourism is therefore a vital sector for South Africa, at times contributing more to GDP than transport, mining, and agriculture, and nearly matching the government’s contribution to GDP.
Premier of the Free State, Maqueen Letsoha-Mathae, who challenged the minister for a ‘dance’, says FS has potential to grow tourism and hospitality sectors.
“This province should be a ‘to go to, not go through’ as the MEC alluded. Its our mandate to change the narrative on tourism in this province and we’re busy with other projects to unearth such from youth capacity programmes and signature products.
We boast top tourism products, but it’s how we package and sell that to locals and the world, that would have positive ripple effect on the economy of this province such as job creation, amongst others,” says the Premier, who assured this is a fun province.
On the issue of the popular fest Macufe, the MEC and Premier both concur, it is coming back with a bang in 2025.
Meanwhile, Kenny Dichabe, the chief executive of the Free State Gambling, Liquor and Tourism Authority, has returned to work.
He confirmed this to this reporter after meeting with the board on Tuesday morning.
He was placed on precautionary suspension in April for allegedly failing to prevent corruption and allegations of misconduct within the agency.
It was claimed that fraudulent liquor licences were issued during his tenure.
His return came after the MEC Makume, failed to make a decision regarding his case before the return date as per court order.
Court documents indicate that Makube is required to launch an investigation into claims of financial misconduct.
Should the allegations be substantiated, he must initiate the necessary disciplinary actions. He was granted 20 days to do so, which have since lapsed.
“Yes, I’m back at work hence you see me today (Tuesday) with my principals,” says the unbothered Dichabe, who only joined the media launch at the later stage.
On the question of stand-alone plans for the authority by the MEC, he said he fully endorses the move as it will ‘change the face of tourism in the province’.
Top image (Tourism Minister, Patricia De Lille, recorded at the launch of Summer Season Campaign, at Oude Kraal Lodge, in Bloemfontein, on Tuesday).
