One would expect domestic travel to be thriving, since the rand is under pressure, making overseas travel prohibitively expensive, but it is not living up to its potential, says Thebe Tourism Group CEO Jerry Mabena. This is largely because of missed opportunities in the Afropolitan market, he says, adding that the industry has not focused enough on “inviting South Africans to SA”. Mabena has worked in the sector for several years, in both front- and back-end positions. However, he points out that things look very different from the front-end perspective, where he now operates. Destinations and the way they are marketed to consumers have not changed enough, he says, and what is needed is a different mindset. “Traditionally, the model has been about getting the traveller to fit the product. That simply does not work in the emerging market, where the product must fit the market.” Mabena maintains that the tourism market has to change to accommodate a variety of guests and their various...
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