Tourism operators urged to go digital

Tourism operators in the Southern African Development Community (SADC) need to urgently to embrace digital transformation to remain competitive.

This is according to a new skills audit report from the SADC Business Council Tourism Alliance.

In a recent press release, the alliance said the widespread adoption of digital technologies and online platforms has become integral to tourism operations worldwide. “However, many SADC tourism enterprises still lack the capabilities to take full advantage.”

It added that the skills audit has revealed noticeable gaps in digital literacy, customer service, communication and management skills in the region. “This threatens the growth potential and sustainability of enterprises in the tourism and hospitality space.”

According to the organisation, the results also show that small- to medium-sized enterprises (SMEs) - which form the backbone of the region’s tourism - are most in need of management and digital skills.

Larger enterprises also face challenges in filling managerial roles, indicating a widespread issue across the sector.



Digital revolution

"Tourism globally is undergoing a digital revolution, yet many of our SADC enterprises risk getting left behind," Tshifhiwa Tshivhengwa, interim chairperson of the alliance, said.

"We need concerted efforts, from both public and private sectors, to rapidly upskill employees if SADC hopes to remain competitive."

The organisation said besides basic digital skills, the report calls for increasing work-integrated learning opportunities, developing niche skills credentials, subsidising training access for SMEs, cultivating industry-academia partnerships and investing in upskilling trainers. These actions aim to bridge the existing skills gap and prepare the workforce for the digital age.

It further expressed its committed to driving these changes, and working collaboratively with governments, training institutions and industry leaders.

This initiative is not just about enhancing skills, but also about unlocking the full potential of tourism in the region, contributing significantly to economic growth and job creation, it noted.

"We stand at a pivotal moment," Tshivhengwa added. "By equipping our workforce with the right digital skills, we can transform challenges into opportunities, ensuring a prosperous future for tourism in the SADC region."