SATURDAY, 10 MAY 2008: “Boundless Southern Africa,” the consolidated 2010 Transfrontier Conservation Areas (TFCAs) brand was today officially launched by nine Southern African countries at Tourism Indaba in Durban.

Angola, Botswana, Lesotho, Mozambique, Namibia, South Africa, Swaziland, Zambia and Zimbabwe today unanimously showed their support for the brand as a means of showcasing the TFCAs straddling the SADC region.

During the official launch address, Deputy Minister of Environmental Affairs and Tourism, Rejoice Mabudafhasi said, “The vision for “Boundless Southern Africa” is to become an authentically Southern African brand where the nine countries are united through a passion for nature, culture and community. Hence, the regional identity and character that defines this single brand most completely is simply the reverence for the deep authentic character of our cultural and natural heritage, and for its defining role in our lives as communities.”

The development of the joint brand is based on the motivation to host the 2010 Soccer World Cup in South Africa which was that the World Cup would not only benefit South Africa alone but the Southern African Development Community (SADC) region and Africa as a whole.

Mabudafhasi said that the FIFA 2010 Soccer World Cup brings along a range of business, investment and tourism opportunities for our region and the African continent at large. “We have a chance here to shape the image of Southern Africa in a way that we may not have again. It is therefore critical for the region and the continent at large, to formulate and implement strategies that will enable the realization of these opportunities,” she added.

At a meeting of SADC Tourism Ministers held on 13 June 2005 in Johannesburg, all Ministers undertook to collectively maximize the tourism potential of the adventure treasure trove of the region.

In 2005, the nine Southern African countries endorsed a strategy aimed at showcasing seven TFCAs that are found in their countries. The purpose of the “TFCA development strategy for 2010 and beyond” is to increase the tourism potential of Southern Africa by consolidating the marketing, infrastructure development and investment promotion efforts of existing transfrontier conservation initiatives. It is capitalizing on the opportunities presented by the FIFA 2010 Soccer World Cup to the tourism industry - in terms of increased tourist arrivals as well as increased media focus, to brand and market the region as a favourable tourist destination and to address the key challenges to deliver the experience.

Mabudafhasi said, “The distinctly unique tourism experience offered by this region certainly sets us apart from the rest of the world. And we stand ready to welcome the world to our region. Our product range is unrivalled. And to mention just a few, it encompasses the world famous national parks, the mighty Victoria Falls, the majestic Ukahlamba-Drakensberg, the extensive Okavango Delta, the great Fish River Canyon, expansive deserts and spectacular rivers, all of them within TFCAs!”

Currently, these attractions are being marketed under various different names and these fragmented product names often confuse the target group. In addition, limited marketing is undertaken on each TFCA product which also dilutes the desired effect.. The fragmentation counteracts efforts of telling the world about Southern Africa TFCAs and the diversity of products available within them. The lack of convergence further undermines the critical mandate to deliver tourist arrivals to the SADC region.

The merit of a single brand for TFCAs cannot be overemphasized enough, primarily because TFCAs are the key tourist attractions and value offerings that link our respective countries, said Mabudafhasi. “Indeed, they are Southern Africa’s unique drawcard. In this regard, the nine Southern African countries unanimously support the “Boundless Southern Africa” brand as a means of showcasing the Transfrontier Conservation Areas which straddles the SADC region,” she said.

Symbolically, one brand for all of our TFCAs is a strong marketing model for SADC globally. This brand is a reflection of the values of TFCAs and it will form the basis for awareness-raising campaigns and for the active marketing of TFCAs. Following the launch of the brand today, the inter-agency implementation framework will be developed to facilitate the process of delivering on the brand promise.

A lack of investments and infrastructure development has been identified as a major barrier to tourism growth in the SADC region. This situation is due to limited awareness among the international investor community about tourism investment opportunities in the region and a lack of packaged and ready-to-go investments.

Acknowledging these challenges Mabudafhsi said that a proactive approach is required to attract investment in this diversity of products, infrastructure, support services and entertainment. In an effort to tackle these challenges, a plan of action for accelerating investment and infrastructure development in TFCAs has been developed and is being implemented. It involves the identification, feasibility analysis, and packaging of development opportunities. These opportunities will then be punted and promoted to potential investors through different avenues such as business meetings, various website links and print media.

In closing, Mabudafhasi said, “In assessing our chances for success, we are highly optimistic. TFCA stakeholders around the region are demonstrating great willingness to work in new and progressive ways. Local entrepreneurs are generating business ventures better –suited and geared to current and future conditions. Most are doing so while also displaying a deep affinity for our shared cultural and natural resources, making our long term prospects as a region so much more positive.”

In attendance at the launch ceremony were, Mr. Fernando Sumbana, Minister of Tourism, Mozambique , Mr. Carlos Sousa, Deputy Minister Sports, Mozambique, Ms. Lebogang Ntsinyi, Minister of Environment, Tourism and Culture, Lesotho, Ms. Thandi Shongwe, Minister of Tourism, Environment and Communication, Swaziland, Mr. Michael Kaingu, Minister of Tourism, Environment and Natural Resources, Zambia and Deputy Minister of Environmental Affairs and Tourism for South Africa, Ms Rejoice Mabudafhasi.

Botswana was represented by the Botswana High Commissioner to South Africa Ms. Motlhagodi Molomo, Namibia by the Permanent Secretary, Ministry of Environment and Tourism Dr. Kalumbi Shangula, Angola by Mr. Lutete Jose Nzinga from the Ministry of Tourism and Hotels
and Zimbabwe was represented by Mr Douglas Mavhembu, Acting National Director of Tourism and Mr. Edson Chidziya National Coordinator (TFCAs).

A TFCA is an area straddling across two or more international borders where the natural and cultural resources are collaboratively managed by the governments/authorities involved; and a TFP is an area where two or more protected areas are managed jointly.

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Moses Rannditsheni (Deputy Minister's Spokesperson) Mobile: 082-448-2450 E-mail: mrannditshi@deat.gov.za