New broom to sweep at RETOSA
Pauline Dikuelo | Friday September 29, 2017 10:33
BusinessWeek: What does this position mean to you?
Rakorong: It is a privilege to assume such a strategic role in heading the RETOSA board in achieving two key objectives; that is to increase tourism arrivals and tourism receipts in the SADC region. My role is also to ensure that tourism plays a pivotal role in achieving the key development goals enshrined in the SADC Regional Indicative Strategic Plan.
BusinessWeek: How do you see RETOSA changing in your term and how do you see yourself creating that change?
Rakorong: RETOSA has just undergone a transformation process where it was agreed that the re-transformed RETOSA would be working closely with the private sectors from the region. To note that the new constituted board (September 6, 2017) is made up of heads of marketing boards and heads of apex body responsible for tourism in the SADC region, hence the private sector will now be spearheading destination marketing for the region.
I foresee an institution more proactive to facilitate regional tourism development and foster collaborative marketing to complement and support the tourism development and marketing activities of the member countries on a demand driven basis and to achieve a regional added value to each individual destination.
For that change to happen, firstly and most urgently there is the need to finalise the retransformed RETOSA strategy and secondly I will be working very closely with the RETOSA Secretariat and member states to ensure that all the actors have a common goal and we are targeting the same vision.
BusinessWeek: Since the inception of RETOSA, do you feel it has addressed the challenges it faces and what changes do you have in plan to do so?
Rakorong: One amongst the main challenges of RETOSA was that the mandate bestowed upon RETOSA was not aligned to resources given for proper functioning of the secretariat and implementation of programmes.
The new mandate will focus on destination marketing and the SADC secretariat will focus on policy matters for tourism - hence during my tenure as the chairperson, I will ensure that the SADC Tourism unit at the SADC secretariat is materialised to deal with tourism policy.
A vigorous destination marketing exercise will only be successful if it is accompanied by the right policies and a proper framework for tourism stakeholders to operate within.
BusinessWeek: One of RETOSA’s strategic aim is to move SADC region’s share of tourism from its current two percent of Global Tourist arrivals and receipts respectively to five percent within the next decade. What plans do you have to attain this?
Rakorong: RETOSA will need to be more aggressive in marketing SADC as a region. There is the urgent need to create visibility and increase presence in the various international fairs. Marketing and communication will be instrumental in achieving this target.
There is the need to emphasise on what we as the SADC region have as a comparative advantage whilst marketing the region, and there is the need to advocate to the authorities from our region to address the challenges by providing solutions to regional obstacles to tourism development.
Furthermore, RETOSA will need to be pivotal in gathering information and intelligence and offer the platform for member countries to discuss challenges and joint opportunities, agreeing means to take appropriate action, influencing policies and providing technical assistance. Hence, a strong marketing campaign and having the right information and intelligence is the way forward.
BusinessWeek: Do you think the local tourism industry has what it takes to compete regionally and what plans do you have for entrepreneurs in the tourism sector to penetrate the regional market?
Rakorong: The Regional Integration agenda of SADC attempts to address the various barriers to trade and with the recent adoption of the industrialisation plan of the region, there is potential for our local entrepreneurs to grow. To become more competitive, the governments of respective countries need to avail more resources and support to local entrepreneurs.
There is the need to invest in the right technology and infrastructure to support and facilitate trade.
RETOSA is also tasked to facilitate intra-regional investment and hence I will emphasise on ensuring that there is a proper database reflecting investment opportunities and exchanges as well as that the research and information provided are easily viable and accessible to all.