Attracting tourist and tourist related capital
Category Advice
One of the most important lessons to be learned from travel to oversees destinations is that it is critically important to preserve and cultivate any tourist area’s heritage and prevent insensitive developers, often from big multinational corporates, from replicating “international” trends in these destinations.
This was said last week by Rowan Alexander, Director of Alexander Swart Property. He had just returned from an overseas trip with his wife . Since 2004 he has, he says, been to no less than 14 countries—and every one of them has taught him something valuable, but respecting the traditions of the area is probably the most important lesson of them all.
“ Local authorities”, says Alexander, “ particularly here in South Africa, must work to attract foreign investors and foreign tourists -- but from what I have seen in several of the world’s more popular holiday destinations, it is essential that, if multi-nationals are given permission to develop in a new territory, they should be made to conform to three sets of rules. These are:
(1) they must incorporate indigenous styles and characteristics, if possible by collaborating with local architects,
(2) they must contribute a significant share of their profits to local communities (e.g. for education, training and upliftment), and
(3) they must be prevented from siphoning off too large a share of profits to their head office bases, especially if these are in other countries.
In addition, they should also not be allowed to displace established local communities, especially when these have been there for many years.
In his opinion, says Alexander, despite an encouraging growth in tourism over the last decade, South Africa, with its great natural beauty and highly favourable exchange rates (froman overseas tourist’s viewpoint) has immense potential to increase further its tourist trade. However, he added,
“Let us work towards this but ensure that it is does not result in the importation of large Las Vegas, French Riviera or Swiss ski resort high rise blocks, the proliferation of all-night street signs and noises and the Americanisation of culturally rich precincts, as is so often done in the major tourist resorts. Let us hope, too, that the Cape’s unique architectural heritage is recognized and allowed to influence all new development.”
The big success of the UK and European adventure tourism companies which have proliferated over the last decade and are now very popular with South Africans, is, says Alexander, that, providing outdoor activities such as walking, cycling and boating in unspoilt rural areas, they celebrate and capitalise on the localities’ unique charms. They do not, says Alexander, try to change inherited building styles, culinary habits or traditions.
“The ever- growing success of these companies in the UK, French, Italian , Scandinavian, German and other country-sides is due to their readiness to value “foreign” communities as they are. They do not try to replace them with something that is chic and modern but in fact totally inappropriate to its setting.”
This is important, says Alexander, because certain of his contacts in the international property world are increasingly aware of the potential SA can offer and keen to develop here. They must, he says, be encouraged, but not given a totally free hand.
“ I expect that Cyril Ramaphosa’s campaign to attract 100 million dollars in foreign investment will bear fruit. The question is, how much will go into property? Many of my colleagues want very much to work with and learn from property professionals like those in Dubai, New York and London. They have a wealth of property experience and, without over-riding our heritage , could initiate scintillating , innovative contributions in our Cape Town property sector.”
Author: Independent Author
