July 12, 2004
By Lebofsa Masha
IN the past tourists in Soweto stayed long enough to look at the township and its people through the glass windows of tour buses and taxis. But now they are staying in bed-and-breakfasts and immersing themselves in the local culture.
And the Soweto Tourism Association is planning to build the burgeoning industry by encouraging tourists to stay longer.
The association's chairperson and chief executive, Dumisani Ntshangase, says plans are already under way to market Soweto as the major tourist attraction in South Africa.
In September the association will launch its "Get off the bus!" campaign to make sure tourists don't just whiz through the township, but get out and meet the people.
Ntshangase wants people to take the time to walk around Soweto; to stop to eat - and spend money.
"As we were growing up we used to see people on buses drive through Soweto, looking at us through the windows and we, in turn, would look at them through the bus windows," Ntshangase said.
Most tourists, who were only interested in seeing historical sites, would then leave for their hotels in the upmarket suburbs elsewhere in Johannesburg.
The "Get off the bus!" campaign will involve a profile of Soweto's tourism products, as well as the launch of a map of Soweto and the south of Johannesburg. The map - the first of its kind - will also be used to publicise the Soweto Tourism Association and target potential members.
The association, which has about 35 members from a wide range of businesses, was launched in November 2003. Members range from travel agents to owners of bed-and-breakfasts, from tour operators to caterers and from entertainers to conference organisers.
The association also hopes to involve other corporate entities and tourism bodies such as the Gauteng Tourism Association, the Johannesburg Tourism Company and the Sandton and Alexandra tourism associations.
"We have already approached Southern Sun to work with Soweto's bed-and-breakfasts to help them improve their service," Ntshangase says.
Ntshangase and his wife, Mabosha Mathope, are co-owners of the Kwa-Thabeng Pub in Pimville. Mathope is the association's secretary.
The Kwa-Thabeng Pub, which was established five years ago, has already hosted a range of important personalities - including the Gauteng MEC for social development, Bob Mabaso, Johannesburg's mayor, Amos Masondo, and Gauteng's premier, Mbhazima Shilowa.
Godfrey Mautloa, the association's deputy chairperson, operates the Masakeng Pub and Grill in Mofolo Central.
His pub, which locals know well, also has an international reputation. On 18 June he hosted Chevrolet when the company launched its cars to local fleet buyers.
Mautloa also played host to the Federation of International Football Association technical team while it was in South Africa to assess the country's readiness to host the 2010 Soccer World Cup.
"We can deliver," says Mautloa. "We need to spread this message and make it a regular part of our business."
One challenge the association has identified is the marketing of the township to the corporate world.
Masakeng Pub hosts an annual beer festival in October: it gathers 40 different types of beer for people to try and buy. Brands range from imported to local beers, as well as traditional African brews.
Anastacia Makgato, an association member who owns the Thuto Bed and Breakfast in Orlando West, who started her business in 2001.
Makgato has had experience catering for high-profile guests. She hosted three visitors from Mongolia and one from Peru during the World Summit on Sustainable Development in 2002.
She has played host to Masondo - as well as to the mayor of Addis Ababa, Arkebe Oqubay, and the mayor of Brisbane, Jim Soorley.
Makgato thinks many hotels discourage tourists from spending the night in Soweto by saying it would not be safe. "They should send their CEOs and managers to come and enjoy the Soweto experience," she says.
The tourism cake is big enough for everyone to share, Makgato believes.
About 500 metres away from Makgato's establishment is the Vilakazi Street house - now a museum - that once belonged to Nelson Mandela.
It's in one of the main tourist districts: many of the association's members are here, including several restaurants - Dodi's, Nambita's and Sakhumzi restaurant.
Dodi's joint
Besides the day-to-day job of marketing Soweto, the association is also preparing to host its first conference in October. The theme is "Making townships ready for 2010: Lessons from WSSD".
Another plan revolves around sport. That campaign will coincide with the start of the next Premier Soccer League calendar and will focus on the teams and fans who travel to Johannesburg for matches.
We will use tourism packages to get sports fans - including rugby and cricket supporters - to stay and sleep in Soweto, says Ntshangase.
The Soweto Tourism Association is also planning "So where to", a publication with listings of events, things to do and see, and places to eat and sleep.
For more information about the association, which has recently opened an office in the Ekhaya Centre in Dube, contact Dumisani Ntshangase on 073 310 5886 or Zodwa Nyembe on 072 437 3944.
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