Feasibility Study of Proposed Tourism Dev in Shewula, NE ...

Chapter 2 • Situational Assessment
agriculture, handicrafts and with the service sector. However, Swaziland has yet to
define its tourism product, thus resulting in the marginalisation of the country as a
tourism destination. This could have major implications for the future of natural
resource management in the country. Without the added value that tourism brings to
rural development and conservation, the resources of agriculturally marginal areas
cannot be sustainable developed, and hence the country's biodiversity will be at risk.
2.6.2. Tourism promotion and trends in Swaziland
2.6.2.1. Tourism promotion in Swaziland
Swaziland is extensively promoted as a tourist destination within the Southern
African subregion and abroad, using the slogan 'Swaziland, the Royal Experience'..
The Hotel and Tourism Association is an active promotional arm of the industry, while
international and regional tourism fairs (such as the World Travel Market which is
held in London, and INDABA, which is held in Durban) provide further opportunities
for exposure. Swaziland is a member of the Regional Tourism Organization of
Southern Africa (RETOSA).
2.6.2.2. Tourism trends in the world
Tourism has now become the world's most important civil industry, with nature-based
tourism undergoing the fastest growth. This includes ecotourism, which has emerged
as a feasible option for both conserving the natural and cultural heritage of regions,
and for contributing to sustainable development. 70 Overall the tourism industry is
expected to double by the year 2005 from the figures in 1992. 71
This explosive growth in the ecotourism market has created the potential for
unprecedented development of the economic, social and infrastructure components
of the Southern African environment. The ecotourism market is, however, dependent
on the maintenance of biodiversity and ecological integrity that is aesthetically
pleasing and thus able to attract international markets. Thus, the rapid and
uncontrolled development of the tourism sector has placed significant pressure on
the environment in other parts of the world, and has placed the very reason for the
existence of ecotourism under threat, i.e. if the tourism product is impacted, tourism
to the area will be impacted.
2.6.2.3. Tourism trends in Swaziland
At present, the Swaziland tourism industry is largely stagnant, with little new
development over the past fifteen years and in many cases a noticeable decline in
the number and quality of hotel beds on offer. The market base of Swaziland has
slowly been eroded as the neighbouring countries have stabilised politically, and as
more diverse attractions in neighbouring countries have emerged. Thus declining
profitability and market contraction, fuelled by complacent government attitudes has
resulted in a growing lack of confidence between government and the private sector.
This tends to hinder fresh investment. 72
The local tourism industry tends to be characterised by short average stays of one or
two nights. Because Swaziland is too small to stand alone as an international tourist
destination, her tourism industry relies on being a transit market for South Africans
De Vletter, R. 1997: Annex 3. Sustainable Natural Resource Management: Sector Analysis, unknown citation.
70
Anonymous, 1998: Swaziland Tourism Potential Atlas, unknown citation.
71
WTTC, 1992: in Swaziland Tourism Potential Atlas.
72
Prime Minister's Tourism Task Force. 1997, op cit.
59