Developing an interest in tourism among black people in South Africa focussing on the lowveld region.

Abstract

The long term aim of this research is to develop an interest in tourism Among Black People in South Africa Focussing on the Lowveld Region. The research examined whether; there are adequate Awareness and Marketing campaigns aimed at encouraging Black People to visit Lowveld Tourist attractions such as Kruger National Park and whether Black People have any interest in Nature-Based Tourist Attractions in the Lowveld. Though many South Africans consider the Lowveld Area an ideal holiday destination, the fact that few Black citizens visit the area was looked into as in a country where Black People are in the majority, there should be more Black tourists who visit to the Lowveld Region on an annual basis. The study discovered that the majority of the respondents are aware of the existence of the Tourism authorities in the Lowveld region (the Mpumalanga Tourism and Parks Agency), and they feel that this entity can play an active and visible role to get more Black South Africans interested to visit the Lowveld Tourist attractions on a regular basis. The study has further discovered that the majority of the respondents are interested in the Lowveld Region as their preferred holiday destination because it is home to tho world-renowned Kruger National Park. They also prefer to stay in a resort that provides additional attractions such as traditional dancing, sporting and recreational activities as part of their guest offering. This research recommends that the Tourism authorities need to promote more holiday group type bookings and to assist the public to access holiday booking facilities more easily. The study further recommends that Government needs to use tourism as a poverty reduction strategy, particularly the idea of community involvement ill tourism. Community-based tourism development has been determined to be of strategic importance for the continued growth and sustainability of the tourism industry in the Lowveld Region.