24 September 2024

South Africa’s rich heritage should inform our tourism – here are four ways to do it ethically
By Nick Dickson

Every September, South Africa marks Heritage Day on the 24th and, shortly after, World Tourism Day on the 27th. The close proximity of these local and global events always makes me think of the ways in which our heritage informs our tourism. I don’t think we can really separate the two — or at least, we shouldn’t. Our heritage is such an intrinsic part of what makes South Africa unique, and it deserves to be celebrated and promoted.

Of course, there is a fine line to walk. While we should highlight our rich and diverse cultural tapestry as a tourism drawcard, we have to do so responsibly. We need to showcase our heritage in collaboration with our local communities, ensuring it benefits them and preserves their cultural integrity.

While this is a delicate exercise, it’s not impossible. And the advantages of honouring our heritage — not just on 24 September, but every day — extend beyond tourism. Here are four ways in which South Africa’s tourism sector can promote the country’s heritage ethically.

1. Prioritise authentic community engagement

By always involving local communities in tourism planning and decision-making processes, tourism operators secure community members’ buy-in and support in the developments and activities that affect them. This is especially important in remote and rural areas, where natural landscapes and traditional ways of life need to be carefully considered and preserved.

Tourism revenue should also be redirected back into these communities through training, recruitment and procurement practices, and by supporting local organisations and NGOs.

2. Promote educational programmes

South Africa is so much more than Table Mountain and wildlife safaris. We have a rich yet troubled history and it’s important that travellers, both local and international, have the opportunity to learn more about the country’s many cultures and communities. Through educational programmes, living museums and immersive experiences, we can help tourists to learn about South Africa’s diverse heritage. Again, these initiatives should be informed and guided by the people who own these cultures.

These spaces should facilitate meaningful conversations between tourists and locals, moving beyond surface-level stereotypes and stock-standard expectations.

3. Preserve and conserve traditional sites and practices

Implementing strict guidelines to protect historical sites, artefacts, practices and natural areas from the potential negative impacts of increased tourism is critical. We need to demonstrate that we value our country’s heritage by investing in restoring and maintaining our traditional ways of life, and having systems in place to protect them.

This doesn’t mean that tourists are denied access, simply that they’re encouraged to view these spaces as important, even sacred. The programmes that do offer people an insider’s view should be carefully curated.

4. Introduce sustainable practices

Eco-friendly and sustainable practices have become an indispensable part of tourism. Tourists are drawn to and deliberately seek out venues and experiences that are putting sustainability first — and that includes the protection of local traditions.

Technology has a role to play here. Augmented reality, virtual reality and AI have the capacity to enhance visitor experiences at historical sites, allowing visitors to engage deeply with valuable spaces and customs, without having a direct impact on sensitive locations.

By prioritising community engagement, education, preservation and sustainable practices, we can create experiences that not only attract visitors but also contribute positively to celebrating South Africa’s cultural diversity.

The key lies in viewing our heritage not as a static commodity to be exploited, but as a living, breathing part of our national identity that can be shared respectfully with the rest of the world. As our industry evolves, it should continuously reflect on its practices in an effort to build a more inclusive and sustainable future.

Nick Dickson is the CEO of Dream Hotels & Resorts.