The board of trustees has approved an initial investment of R50 million in the first year with similar sums anticipated for years two and three of a three-year investment. The strategy that has been developed confronts the realities of promoting South Africa at this time with real prospects of short-term results. It will also put in place the mechanisms for creative responses to the challenges the lie ahead. Projections of employment growth in the South African economy show the importance of an investment in tourism. The undertaken within South African Tourism, the setting up of the Strategic Marketing Partnership Committee and the relationship established between the public and private sectors has laid the foundation for that partnership.
Much work needs to be done.
This is an area in which a robust partnership is a prerequisite for success. The manner in which the country is marketed is a manner of national significance and thus of central concern to the government. Marketing however, is highly entrepreneurial activity, the skills for which reside in the private sector. Here is a fusion of national interest and private sector initiative is required. The aim of the Business Trust is to mobilise private sector resources and logic in pursuit of national programmes and priorities.