Tourism hard at work as industry struggles

GRAAFF-REINET NEWS - Chief executive officer of the Graaff-Reinet Tourism Organisation (GRTO), Jack van Niekerk, said he and his team are hard at work to market local tourism as effective as possible.

This follows a standstill in the tourism industry due to Covid-19 and national lockdown.

Van Niekerk said a tourist on average contributes R1 347 to the local economy.

As part of GRTO's marketing strategy, they now use social media more effectively. "Social media and digital marketing are the norm," van Niekerk said. He explained that the GRTO are involved with marketing on various social media platforms.

Their website is mobile friendly and had over 150 000 visitors in the past year. Instagram has created a market where visitors showcase their travel experiences and read reviews by other travellers.

Van Niekerk said that foreign tourists visit nature-based areas more frequently, but added that visitors are also looking for an experience. "Creating personal experiences for travellers is vital. Eco-tourism is also on the rise, with especially international visitors being more aware of their usage of resources, and looking for properties with a green footprint," said Van Niekerk.

One of the biggest attractions in Graaff-Reinet includes the Valley of Desolation. Various tours are on offer to guide visitors to the top, creating unique experiences for them.

Van Niekerk added that travellers want to interact with locals, eat where locals eat, and learn about local customs and traditions.

"This is also why the Umasizakhe Township Tours are so popular," he said. Digital technology is also creating new possibilities, with apps that allow visitors to view rooms, make bookings, check in, and control their hotel room's lights and temperature. There are also apps that create a virtual experience for guests, or give them information about various attractions.

Chief executive officer of the Graaff-Reinet Tourism Organisation, Jack van Niekerk, is hard at work to get tourism back on track after lockdown.

According to van Niekerk, the GRTO are looking into a similar app, especially with all the local museums and other interests. "However, this would need to be done without taking business away from local guides, or they should be encouraged to offer these as an option for the younger, independent traveller. Offering a personalised tour and experience is still vital."

"It's also vital to retain as much of its authenticity as possible. Visitors come looking for this and expect to still find this here. It's a fine balance," Van Niekerk added.

The economy has also forced more frequent travel but shorter stays upon travellers, especially local travellers. The GRTO are marketing this strongly, especially to surrounding places, like Port Elizabeth, encouraging weekend stays.

"We focus our marketing heavily on experiences on offer to market Graaff-Reinet as a destination, rather than only a pass-through or overnight stop," Van Niekerk explained.

"The economic difficulties of the last year have also led to a renewed surge in travellers opting to camp or caravan. Covid-19 is creating a whole new economic challenge."

Photos: Christo Vermaak