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Submit newsBizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.Submit newsIndaba 2011 SADC countries reiterate unity, shared vision for tourism growth 9 May 2011 Save Email Print PDF By: Issa Sikiti da SilvaThe Southern African Development Community SADC countries, home to about 280 million people, contribute a modest 2 to the global tourism market despite boasting amazing tourist destinations and having solid marketing strategies in place.The Regional Tourism Organisation of Southern Africa RETOSA, a permanent SADC body tasked to develop tourism in the region through effective marketing, met in Durban, South Africa, during the 2011 Tourism Indaba to plot the way forward in removing barriers hampering tourism growth and development in the region.Job creation through tourismRETOSA executive director Francis Mfune reminded member states, represented by their high-ranking officials, that sharing a common vision and working together in harmony are imperative if they aspire to achieve the regions fundamental goal, which is to improve the lives of their people by boosting job creation through tourism.We have huge unemployment levels in the region, and the pressure is huge to uplift the social and economic conditions of our people, Mfune said.As the majority of member states have limited resources and budgets for destination promotion, Mfune said a profound collaboration was needed to benefit from the opportunity of joint marketing through RETOSA.RETOSA, which claims it is working towards harmonising the regions product quality and systems to better serve travellers and investors to the region, said its roadmap includes marketing facilitation in the form of branding management, information and databases, and media and stakeholder relations.Mfune, who lamented the slow progress of tourism in the SADC region and its modest contribution to the global tourism arena, reiterated that a stronger tourism region will benefit all members.Striving to enhanceHe stressed that his organisation has been striving to enhance capacity building, brand visibility and improve communication lines between member countries and stakeholders private sector, media, tourists and communities. Some analysts believe that, despite RETOSAs good intentions, the lack of political will by certain governments to build a conducive environment in which tourism can thrive and create job opportunities constitutes a major obstacle towards achieving that common goal.Some observers believe that some SADC countries are suffering from a bad reputation syndrome due to, among others, bad governance, safety and security concerns, underdevelopment, human rights violations and political instability - factors which led to these countries being blacklisted by most foreign tourists.The list of these countries include Zimbabwe Mugabe and Zanu-PFs reign of terror, Swaziland King Mswatis oppressive style of leadership, DRC massive state corruption, lack of basic infrastructure and unending armed conflict in the eastern paradise, Madagascar political stalemate, and lately Malawi diplomatic row with Britain.The onus is now on the leaders to apply an urgent rebranding exercise to cleanse their places and get rid of any negative perceptions.Nation brandingBranding expert Robert Havik, MD of Switch Branding and Design, said: Nations or regions dont brand themselves. Its public opinion that brands destinations. Nation branding is a useful way to help governments understand the value and complexity of external reputation and internal cohesion.Most people know very little about nations other than their own. Where they know anything at all, it is formed from myth, rumour and anecdote, he added.Havik, who insisted that any joint strategy must include a dedicated and committed leadership from the top, as well as integrity and consistency, pointed out that the most successful national brands are not simply invented. They are based upon a current reality, which they encapsulate and then promote, consistently and coherently.For more:Bizcommunity Search: Tourism IndabaOfficial website: Search: Indaba2011 OR tourism indaba OR indabaGoogle News Search: Tourism Indaba Like Save Email Print PDFFollow Connect Issa Sikiti da Silva knows meColleagueWeve done business togetherWeve worked togetherMet in personInteracted with onlineClassmateFriendFamilyFollow onlyCreate new groupIssa Sikiti da Silvas articlesAbout Issa Sikiti da SilvaIssa Sikiti da Silva is a winner of the 2010 SADC Media Awards print category. He freelances for various media outlets, local and foreign, and has travelled extensively across Africa. His work has been published both in French and English. He used to contribute to Bizcommunity.com as a senior news writer.Comment on thisCommentComment guidelines and disclaimerLEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards e.g. defamation, slander, or other such crimes. All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libelslander nor in any other way depict a company, entity, individuals, or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors IP addresses to authorities if compelled to do so by a court of law.msqrdMSQRD application is cool which you can alter your face turns out to be surely understood figures. MSQRD is masquerade. By using the front camera or the principle camera on cell phone this application will identify your face and afterward your face will be changed by channel that you pick. you can download from msqrd apk downloadsPosted on 12 Jun 2016 19:26LikeReplyReportRead more: nation branding, destination marketing, Indaba 2011, 2011 Tourism Indaba, 2011 Indaba, Tourism Indaba 2011RelatedGreen shoe brand helps Ethiopia walk tallBy Megan Rowling Ecobank launches new consumer campaignUganda must investigate human rights violationsHarmonising media research across AfricaBy Oresti Patricios NewsShow more 