As the wheels of South Africa's tourism industry start turning again, it should leverage the free assets that are in short supply in many of its source markets - things we have in abundance, like peace and quiet, dark skies, dirt roads and clean air.
Destinations the world over will be vying for tourists as countries emerge from the lockdowns imposed by the Covid-19 pandemic. Pent-up demand could lead to a post-lockdown spike in travel, but the financial viability of South Africa's tourism industry depends on regular tourism arrivals and the capacity to support them.
Tourism marketing and operational budgets have been slashed, making the construction of new attractions to create additional reasons to travel to South Africa unlikely in the near term. We can, however, leverage what South Africa already has in abundance, and luckily these undersold assets fit nicely into what the post-lockdown traveller is seeking.
Post-lockdown travel trends include the desire for outdoor trips, uncrowded destinations and personal travel bubbles with a focus on physical and mental health and wellness. South Africa can cater for these needs in spades and has some extra highlights to leverage when selling its story.
This applies not only to the country...