IN CONVERSATION WITH THOKO MASHIANE
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Tourism is not only a key pillar of South Africa’s economy, contributing close to 3% of our GDP, but it is also a powerful vehicle for transformation, job creation, and local development. However, it remains a sector in which black South Africans, and particularly black women and youth, are still largely absent from ownership structures, equity participation, and decision-making platforms.
The numbers don’t lie. Despite various charters and transformation strategies, the tourism sector continues to be dominated by legacy interests. The majority of black South Africans remain on the margins, as seasonal workers, cleaners, guides, but not as owners, shareholders, or executives. This must change, and ActionSA believes it can change, but only through bold, honest, and corruption-free policy reform.
ActionSA’s vision is one of an inclusive, market-driven economy where opportunity is unlocked for all South Africans, not just for the politically connected few. We do not believe in cosmetic empowerment or state patronage disguised as transformation. We believe in real empowerment, empowerment that builds black entrepreneurs, supports black-owned tourism enterprises, and opens doors to financing, land access, and skills development.
The first step toward transformation in the tourism sector must be access to capital. Far too many black South Africans with viable tourism business ideas are shut out of funding due tobureaucracy, red tape, or lack of political favour. The existing funding institutions like the Tourism Transformation Fund must be depoliticised, streamlined, and measured against outcomes, not just disbursement figures.
Secondly, we must unlock access to high-value tourism land and infrastructure, particularly in rural and peri-urban areas. The tourism economy should not be concentrated in the hands of a few who own beach resorts and game lodges. Emerging black players must be supported in acquiring, developing, and operating in high-traffic destinations, including heritage sites, township experiences, ecotourism, and cultural festivals.
Thirdly, we must invest in skills development that aligns with ownership, not just employment. For every new hotel opening, there must be training programmes not only for hospitality workers, but for black managers, marketers, tech innovators, and shareholder representatives. Transformation is not about numbers on paper; it’s about building capacity and resilience among our people.
ActionSA also believes that we must hold government itself accountable. Public procurement in the tourism value chain must be opened to black-owned service providers. Municipalities must be required to report on how local tourism strategies are driving real empowerment. And state-owned entities like SANParks and SA Tourism must lead by example in sourcing from black-owned SMMEs.
If we are serious about transformation in the 7th Administration, we must move beyond rhetoric. We must dismantle the networks of gatekeeping and elite capture that have turned empowerment into a buzzword instead of a tool for real liberation.
ActionSA believes in a South Africa where every citizen, regardless of race or background, has the opportunity to participate in and benefit from our country’s natural beauty, cultural heritage, and tourism economy. It is not enough to change who works in tourism, we must change who owns it.
Let us build a sector that reflects the people of this country, diverse, dynamic, and empowered.
The numbers don’t lie. Despite various charters and transformation strategies, the tourism sector continues to be dominated by legacy interests. The majority of black South Africans remain on the margins, as seasonal workers, cleaners, guides, but not as owners, shareholders, or executives. This must change, and ActionSA believes it can change, but only through bold, honest, and corruption-free policy reform.
ActionSA’s vision is one of an inclusive, market-driven economy where opportunity is unlocked for all South Africans, not just for the politically connected few. We do not believe in cosmetic empowerment or state patronage disguised as transformation. We believe in real empowerment, empowerment that builds black entrepreneurs, supports black-owned tourism enterprises, and opens doors to financing, land access, and skills development.
The first step toward transformation in the tourism sector must be access to capital. Far too many black South Africans with viable tourism business ideas are shut out of funding due tobureaucracy, red tape, or lack of political favour. The existing funding institutions like the Tourism Transformation Fund must be depoliticised, streamlined, and measured against outcomes, not just disbursement figures.
Secondly, we must unlock access to high-value tourism land and infrastructure, particularly in rural and peri-urban areas. The tourism economy should not be concentrated in the hands of a few who own beach resorts and game lodges. Emerging black players must be supported in acquiring, developing, and operating in high-traffic destinations, including heritage sites, township experiences, ecotourism, and cultural festivals.
Thirdly, we must invest in skills development that aligns with ownership, not just employment. For every new hotel opening, there must be training programmes not only for hospitality workers, but for black managers, marketers, tech innovators, and shareholder representatives. Transformation is not about numbers on paper; it’s about building capacity and resilience among our people.
ActionSA also believes that we must hold government itself accountable. Public procurement in the tourism value chain must be opened to black-owned service providers. Municipalities must be required to report on how local tourism strategies are driving real empowerment. And state-owned entities like SANParks and SA Tourism must lead by example in sourcing from black-owned SMMEs.
If we are serious about transformation in the 7th Administration, we must move beyond rhetoric. We must dismantle the networks of gatekeeping and elite capture that have turned empowerment into a buzzword instead of a tool for real liberation.
ActionSA believes in a South Africa where every citizen, regardless of race or background, has the opportunity to participate in and benefit from our country’s natural beauty, cultural heritage, and tourism economy. It is not enough to change who works in tourism, we must change who owns it.
Let us build a sector that reflects the people of this country, diverse, dynamic, and empowered.
