National Tourism Sector Strategy - Department of Tourism

4.2 Safety and securityOverviewStrong perceptions exist internationally that South Africa is an unsafe destination. Though the country has a real problemwith crime and safety, the extent of crime incidents affecting tourists is insignificant, and all efforts must be made toaddress any incorrect perception in this regard proactively. Incorrect perceptions cause potential visitors to decideagainst visiting South Africa, resulting in significantly lower numbers of foreign visitors to our country. Also, the mediatend to focus on negative stories only, ignoring the many positive stories that may boost the country’s image.In addition, there often is a lack of awareness of the important role that the South African Police Service (SAPS) and thejudicial system could play in either promoting or harming South Africa’s image as a great destination by the way in whichthey facilitate prosecutions in the case of actual crimes against tourists, and provide victim support.Actions to address the issueActionDevelop and implement a major campaign to improve foreignsource markets’ perceptions of South African safety andsecurity through concerted public relations management andinformation provisionFinetune, manage and monitor the implementation of thetourism safety and security strategySub-actionsIdentify potential high-profile tourism safety ambassadors for SouthAfrica from key source markets, and solicit public relations inputfrom themEngage South Africans living abroad to improve the messages theyspread about South Africa’s safety and security image. Use storiesof their holidays in South Africa, how they miss South Africa, andother upbeat perspectives to encourage positive messaging. Linkthis to the Homecoming Revolution, use The Good News, andleverage the successes of 2010. Use electronic media and othermedia platforms extensively.Implement safety as a grading element, working with SAPS andother security agenciesDevelop collateral and messages on safety, drawing comparisonsbetween South Africa’s safety and security indicators (such as thesafety of our drinking water) and those of other destinations thatwill improve South Africa’s image as a safe destination. Include anexplanation of the economic and employment benefits that SouthAfrica could derive from foreign tourism. Especially use the storiesof new immigrants to South Africa from source markets as well asSouth African home-comers.Review and implement the national tourism safety and awarenessstrategy in consultation with all relevant stakeholdersFormalise relationships with the Tourism Safety Initiative (TSI)44