For too long, the tourism narrative has been dominated by traditional hotspots. While these remain vital, the soul of South Africa lies in its people and the diverse cultures woven into the fabric of its townships and rural villages. From the Royal Bafokeng heritage in Phokeng to the unique cultural tapestry of the Northern Cape, these communities offer a depth of experience that is both profoundly personal and economically empowering.
The township and rural tourism sector holds immense potential yet continues to face unique and often overlooked challenges. Access to finance, market information, skills development, and sometimes even basic infrastructure can seem like insurmountable barriers. This is precisely where a strategic, supportive framework becomes essential.
The challenges preventing the sector from unlocking opportunities
A recent Sustainability of Township Tourism SMMEs report highlights poor business location as an obstacle impacting establishments’ visibility and accessibility. Additionally, a lack of formal registration for some can prevent access to support mechanisms and create further vulnerabilities.
The study also points to insufficient marketing reach as a significant barrier hindering the growth and development of township tourism SMMEs. While entrepreneurial spirit is abundant, the inability to embrace strategic management or consistently apply competitive strategies, often due to limited resources or awareness, can hamper long-term sustainability.
Basic Quality Verification is a gateway to growth for SMMEs
The Tourism Grading Council of South Africa, which proudly celebrates its 25th anniversary this year, has been the bedrock of quality assurance in the nation’s tourism sector. It’s an institution that benchmarks globally and provides a trusted reference for visitors. Building on this legacy, one of South African Tourism’s most impactful innovations designed to support emerging establishments is the Basic Quality Verification (BQV) programme.
BQV is a stepping stone into the formal tourism economy. It recognises homestays, small guesthouses, and unique offerings in villages and towns – places where authentic experiences truly lie. The programme also focuses on foundational quality – basic health and safety, security, and a great customer experience.
Instilling pride in the heart of SA’s tourism industry
For many small business owners, a BQV certificate is the first formal acknowledgement of their place in the tourism sector, instilling confidence and pride. For example, Carol Maithufi, founder of Tshiberry Lodge in Phokeng, built her establishment without prior hospitality experience but with a keen eye from her travels and a thorough understanding of how the grading system would help her establishment gain international recognition.
Maithufi’s story, culminating in a five-star rating, is a testament to what passion and adherence to quality standards can achieve. It’s establishments like hers, growing from employing two people to eighteen – predominantly local youth and women – that demonstrate the profound economic ripples and community upliftment this sector can generate.
Being BQV verified or star-graded through the TGCSA allows South African Tourism to connect these properties with:
- Development support: South African Tourism works closely with the Department of Tourism, which provides programmes for business management training, helping these entrepreneurs become more sustainable and grow their operations.
- Access to funding: graded properties can access initiatives like the Tourism Green Incentive Programme, offering funding for renewable energy installations – a critical step towards sustainability.
- Market access: This is crucial. Grading provides credibility and visibility on national and international platforms. That’s why Carol Maithufi could be at the world’s largest tourism trade fair, ITB in Berlin, showcasing Tshiberry Lodge on the South African Tourism pavilion.
- Marketing exposure: South African Tourism’s global brand campaigns often spotlight these authentic experiences. The opening scene of one of its recent TVCs featured CURIOCITY Backpackers, an up-and-coming graded establishment, showcasing the real faces and places of South African tourism
Nurturing authenticity with global standards
Grading is rooted in industry standards, developed in consultation with the sector itself. South African Tourism is not there to dictate a uniform experience. In fact, a recent review of grading criteria saw a move from specifying a “continental breakfast” to embracing a “traditional South African breakfast”. This small change reflects a larger principle – celebrating local authenticity while ensuring a baseline of quality that visitors can trust, whether they’re in Durban, Johannesburg, or a small dorpie in the Karoo.
This extends to South African Tourism’s “Welcome” training programmes, which equip tourism staff with skills to greet guests from diverse backgrounds, understand nuances around halal tourism, LGBTQI+ friendliness, and universal access for people with disabilities. Even South African Tourism’s basic quality verification evaluators are often unemployed graduates from the local areas they assess, providing them with skills and a pathway into the tourism sector – a grassroots approach to building capacity.
Creating rural and township tourism that benefits locals and visitors
The heart of South African tourism beats strongest in its communities, offering experiences that enrich both visitors and hosts. The message to all tourism establishments, from expanding homestays in bustling townships to unique lodges nestled in rural landscapes, is, therefore, clear – embracing quality assurance through the Tourism Grading Council of South Africa is more than a compliance step. It’s a strategic investment that unlocks opportunities to become a recognised and celebrated part of South Africa’s rich and authentic tourism narrative.
