Risk & Crisis Management in Tourism Sector:
Recovery from Crisis
in the OIC Member Countries
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48th out of 141 countries in 2015 to 53 rd out of 136 countries in 2017. The principal reasons for
the decline were the deterioration of safety and security and environmental sustainability (due
to deforestation and loss of habitat). This latter is particularly worrying, given the centrality of
wildlife and the environment to the country’s tourism product.
Further threats to the continued success of South African tourism include:
 Continuing international perceptions that South Africa is unsafe. The National Sector
Strategy Plan urges all tourismbusinesses to try and address the negative aspects which
are occasionally focussed on by the media.
 A 2012 study found that ‘National Image and Competitiveness’ was the risk factor of
most concern to South Africa-based tourism businesses, especially weak marketing by
national and local authorities (Shaw et al, 2012), while the CEO of Brand South Africa
commented that better alignment and brand positioning across all stakeholders
responsible for promoting South Africa overseas is needed (Makhubela, pers. comm., 10
May 2017).
 Currency fluctuations, in particular the weaker Rand. On the one hand the favourable
exchange rate with currencies from source markets can encourage greater numbers of
tourists, but on the other operational costs – especially those based on imports – will
rise (Emmanuel, 2017). According to an SAT (2009) report, devaluation after 2008
effectively caused a real decline in SAT’s promotional budget for 2009 by R.78 million
(approx. US$ 7.5 million at 2009 rates).
 Overly bureaucratic government-run tourism organisations.
 Limited finance for the development of new attractions and infrastructure or for
promotion. Public transport systems are poor and, although the gap has largely been
filled by taxis, these remain unaffordable for most South Africans.
 Poor tourist information on less frequented destinations.
 Poor understanding of the value of tourists locally and nationally in peripheral
destinations, and of the role (or existence) of domestic tourists. ‘Tourists’ are perceived
as white and from elite groups: for instance in one of the South African languages, the
term for ‘tourist’ translates as ‘rich white person from far away’ (Nwokedi, pers. comm.,
10 May 2017).
 Variable quality of tourism products.
 Inconsistencies in the training/expertise of tourism employees and low entry rates into
tourism by non-white South Africans.
 The low regard in which tourism-related jobs are held by many South Africans (Mintel,
2017).
 Perception by the private sector of a disconnect between the government’s aim for an
inclusive economy which will reduce inequalities between different sectors in society
and the creation of a supportive and enabling business environment.
Overall, a study by Shaw et al. (2012) concluded that tourismbusinesses and government bodies
need to collaborate more closely to address weaknesses in promoting a safe image of South