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Re-entering the international tourism market: the case of South Africa

Department of Business Management, Rand Afrikaans University, PO Box 524, Auckland Park, 2006, Republic of South Africa

Currently South Africa stands at the threshold of a new era. Massive international media coverage of the 1994 South African elections and the subsequent inauguration of a new president on 10th May, 1994 have created an interest in this part of the world on a scale never seen before. At this time of opportunity it is appropriate to consider the developments that have taken place in the tourism industry over the last decade or so, and to speculate on the possible reaction of the international tourism market following the country's return to the global village. This paper addresses the topic from a management perspective, referring mainly to the macro environmental factors that shaped the domestic market. In addition to this, the paper concludes with an analysis of the overseas tourism arrival statistics since 1990. From this analysis it appears that the international tourism market is keen to see and experience South Africa for itself. Apart from the opportunities that South Africa's reentry offers, the industry will also have to contend with threats such as increased competiton from new entrants.

Key Words: South Africa • business environment • international tourist arrivals

Journal of Vacation Marketing, Vol. 2, No. 3, 222-238 (1996)
DOI: 10.1177/135676679600200305


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