Speech

Department of Environmental Affairs and Tourism

Honourable Ministers,
Members of the Diplomatic cop,
Distinguished Guests,
Ladies and gentlemen.

A true renaissance of the “Boundless Southern Africa”
This is indeed a momentous occasion! An occasion where we all are enthused with the infectious energy of the tourism growth potential which reverberates through the Southern African region. An occasion where we celebrate a true renaissance of the “Boundless Southern Africa.”
We can only smile in anticipation of the endless opportunities presented by this initiative in years to come.  And we look back with an immense sense of pride at the achievements of the years past, particularly our first meeting of SADC Ministers responsible for Tourism, held on 13 June 2005, at OR Tambo International Airport, in Johannesburg. It was at this meeting where we unanimously undertook to collectively maximize the tourism potential of the adventure treasure trove of our region.

Therefore, united in the diversity of the tourism attractions offered by our countries, in alphabetical order namely - Angola; Botswana; Lesotho; Mozambique; Namibia; South Africa; Swaziland; Zambia and Zimbabwe -  we are gathered here today for the launch of the strategic brand for Transfrontier Conservation Areas (TFCAs), in celebration of the majestic renaissance of the power of a sleeping giant.
I am sure that you would all agree that there has never been a more exciting time to be part of the burgeoning tourism industry in our region.

Brand Development and marketing of TFCAs.
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.  Indeed, they are Southern Africa’s unique draw card. In this regard, the nine Southern African countries unanimously support the “Boundless Southern Africa” brand as a means of showcasing the Trans-frontier Conservation Areas which straddles the SADC region. It is therefore my great privilege to officially welcome you to the launch of the “Boundless Southern Africa” brand.

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 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 in its colossal splendour and includes 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 our efforts of telling the world about Southern Africa TFCAs and the diversity of products available within them. The lack of convergence further undermines our critical mandate to deliver tourist arrivals to the SADC region.

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.

TFCA strategy for 2010 and beyond
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.

In 2005, the nine Southern African countries of Angola, Botswana, Lesotho, Mozambique, Namibia, South Africa, Swaziland, Zambia and Zimbabwe 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 trans-frontier 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 favourable tourist destination and to address the key challenges to deliver the experience.

On the 11 February 2008, the team responsible for the implementation of the strategy presented a highly comprehensible update on the implementation of the TFCA strategy for 2010 and beyond.  
It was remarkably pleasing and heartening to note the progress made thus far - of which today’s event is a part.
Investment and Infrastructure Development.
A lack of investments and infrastructure development has been identified as a major barrier to tourism growth in the SADC region. This situation is caused by two factors:

• Limited awareness among the international investor community about tourism investment opportunities in the region; and
• Lack of packaged and ready-to-go investments

Therefore the challenge we face is clear and it is imperative that we must find new and more creative ways to address this. 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.  

Conclusion
It is on occasions such as this that we as people of Southern Africa rejoice in the decision we made to work together in securing the integrity of the region’s major ecosystems, in promoting tourism growth, specifically cross-border tourism, and in the preservation of cultural heritage.

I would like to reiterate that through the shared vision of “Boundless Southern Africa”, this region is realising its full and unlimited potential. Beyond boundaries, we are able to nurture and protect the environment through the conservation of biodiversity and shared ecosystems. Beyond barriers, we are able to support sustainable economic development and celebrate the culture, heritage and future of local communities.

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.

Once again, it is my great privilege to officially launch the “Boundless Southern Africa” brand.
Thank you…..

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