Analysis of Tourism Recovery Strategies in South Africa from the COVID-19 Pandemic

Peter Chihwai ()
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Peter Chihwai: Vaal University of Technology

Chapter Chapter 15 in COVID-19 Impact on Tourism Performance in Africa, 2024, pp 297-321 from Springer

Abstract: Abstract The COVID-19 pandemic has destroyed the economies of many countries. The tourism sector has been one of the hardest-hit sectors in South Africa. This study aimed to highlight the negative effect of COVID-19 on the tourism sector, analyze mitigation strategies that have been employed, and suggest recovery strategies and mechanisms that could assist in the possible full recovery of the industry. This qualitative research approach utilized document review from impeccable sources such as Statistics South Africa, annual reports and strategic reports from Tourism South Africa, Department of Tourism strategic documents, and annual reports from hotel groups operating in South Africa. The study found that South Africa has employed some mitigation strategies including the COVID-19 vaccine, and the following of health and safety protocols which prompted the easing of lockdown restrictions, allowing mobility. The study suggests that more and better strategies could be utilized by tourism stakeholders to enhance the full recovery of the tourism industry, including confidence building, responsive marketing strategies, digitization, adoption of the SAFSERV model, and employing qualified personnel in leadership positions. The study recommends that the fusion of some of these progressive recovery strategies will enhance speedy recovery.

Keywords: COVID-19; Marketing strategies; Tourism; Tourism recovery; SAFSERV (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-97-1931-0_15

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DOI: 10.1007/978-981-97-1931-0_15

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