Parliament, Tuesday, 10 March 2020 – The Portfolio Committee on Tourism today received a briefing from Brand SA on its mandate, activities, programmes and collaboration in relation to tourism development.
Brand SA is the official agency appointed to manage the reputation of the national brand and is situated in the Presidency. Its main objective is to market South Africa to domestic and international audiences, positioning South Africa as a competitive investment agency.
The committee raised concerns over the possible duplication of efforts and overlapping mandate of Brand SA and SA Tourism, considering the impact of the bloated public service wage bill on the country and suggested that there be more tangible, systematic collaboration in this regard.
Brand SA was established with the aim of making a contribution to economic growth, job creation, poverty alleviation and social cohesion by encouraging local and foreign investment, tourism and trade through the promotion of Brand South Africa. At the same time, the committee notes that SA Tourism has international offices in several countries and the community will be scrutinising the possible overlapping mandate between Brand SA and SA Tourism, with a view to minimise duplication of activities and maximising financial and human resources.
The committee raised the need to rationalise government entities dealing with marketing South Africa to ensure coordination and synergy of messages. This will promote brand reputation and marketing South Africa as an investment and tourist destination of choice. There is also a need to involve the domestic and international media in ensuring that they report positively about the country, while not compromising on the facts.
In line with the committee’s’ oversight mandate, the committee calls for the packaging and branding of every village and township in South Africa to record the unique stories that will be used to draw tourists and investments into these previously excluded parts of the country.
The committee will be meeting with SA Tourism in the next parliamentary term to allow them an opportunity to present on their activities in aligning all the marketing and branding initiatives in a single, consolidated brand.
ISSUED BY THE PARLIAMENTARY COMMUNICATION SERVICES ON BEHALF OF THE CHAIRPERSON OF THE PORTFOLIO COMMITTEE ON TOURISM, MR SUPRA MAHUMAPELO.
For media enquiries or interviews with the Chairperson, please contact the committee’s Media Officer:
Name: Sureshinee Govender
Parliamentary Communication Services
Tel: 021 403 2239
Cell: 081 704 1109
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