MOKOENA MEETS THE INTERNATIONAL MARKETING COUNCIL
Mbombela – Mpumalanga MEC for Economic Development,
Environment and Tourism, Mr Norman Mokoena says South Africa’s image
plays a vital role in attracting investors and tourists to Mpumalanga.
MEC Mokoena said this during a stakeholder engagement with the
International Marketing Council in Nelspruit on the 2nd
August 2011.
“Mpumalanga’s economy rests on five pillars - tourism, agriculture,
manufacturing, energy and mining. To grow, we need access to export markets, we
need investors, and we need more tourists. The image of our country makes a
vital contribution to this,” explained Mokoena during the summit.
MEC Mokoena met the leadership of the International Marketing Council
of South Africa (IMC), who were in the province as part of the
Stakeholders’ engagement to share ideas on improving the image or the
brand of South Africa.
The IMC is using the legacy of South Africa’s successful hosting of
the 2010 FIFA World Cup to build Brand South Africa to be
globally competitive.
“The combined behaviour of a country’s people and its attributes make
up our brand identity. A positive identity or favourable reputation will
promote and consolidate our global competitiveness,” added Mokoena.
According to the United Nations World Tourism Organization (UNWTO),
935 million tourists travelled across international boundaries in 2010.
It also predicts that the tourism sector will grow by an average of 4.1%
per year for the next two decades. Projections for the year 2020
indicate that tourist arrivals will grow to 1.8 billion.
In 2009 South Africa attracted 9.9 million international tourists,
while 30 million domestic trips were taken. Mpumalanga attracted 1.4
million international tourists in 2009 and generated 800 000 domestic
trips in 2009.
There are several indices that are used to gauge the global
competitiveness of a country. They include:
The Global Competitiveness Index (GCI):
South Africa is the most competitive sub-Saharan African country in the
GCI 2010–2011 and ranks 54th out of a total of 139 economies measured.
The World Bank’s Ease of Doing Business Index:
South Africa ranks 34th out of 183 economies.
The Mo Ibrahim Index of African Governance
is an attempt to statistically monitor African governance levels. South
Africa is ranked 5th out of 53 countries.
In summary in order to remain globally competitive, Government must
play its role in ensuring that we have enabling policies to remain
attractive as an investment and trade destination, but the branding of
our country is the responsibility of every citizen.
We urge the people of Mpumalanga to play an active role in whatever
manner possible to promote the brand South Africa.
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