Document: Final Draft National Avitourism Strategy

The National Tourism Sector Strategy (NTSS) highlights, amongst others, the development of niche tourism as a key measure to improve South Africa’s destination competitiveness and to contribute to the achievement of the broader tourism development objectives of the country. Building on research conducted by the dti in 2009/10, the National Avitourism Strategy was formulated to serve as a framework that will guide and inform the growth of avitourism (Birding Tourism) as a valuable niche tourism segment and realise a vision of positioning South Africa as a globally competitive avitourism destination.

As a birding destination, South Africa has a competitive advantage in terms of its high species diversity, richness and endemism which is complemented by a well established tourism industry. The country attracts an estimated 21 000 to 40 000 dedicated avitourists that spend between R927 million and R1.7 billion per annum in the economy. While still relatively small in terms of volume, avitourism is an important market segment in terms of economic value and development impact, and offers significant growth potential.

In building a rationale for further development of avitourism, the strategy document includes a brief overview of the country’s strong avitourism resource and supply base, economic value and market potential, and highlights the ability of avitourism to contribute effectively to the strategic objectives in the NTSS. Based on an analysis of strengths and weaknesses in avitourism supply and demand, as well as consultation with key stakeholders, three main challenges to the continued growth of the niche segment emerged, namely poor integration and cooperation amongst industry stakeholders, uncoordinated industry and product development, and limited and ineffectual marketing and promotion of the country’s avitourism offering.