A drive to upgrade and professionalise Fair Trade in South African tourism is working to ensure that local people benefit from tourism activities in this beautiful land, while establishing the concept of Fair Trade tourism as a brand in its own right.
South Africa – or the rainbow nation as it is known – is endowed with many amazing places, incredible people and varieties of flora and fauna too numerous to mention.
Tourism is a major driver of South Africa's post-apartheid socio-economic growth and transformation. So much so, that in 2002 the World Conservation Union (IUCN) South Africa spearheaded an initiative to add value and capture the benefits of the growing international fair trade movement. The premise? To extend the concept from grown produce and manufactured products to tourism.
Fair trade in tourism means ensuring that the people whose land, natural resources, labour, knowledge and culture are utilised for tourism purposes actually benefit from such activities themselves.
To establish this independent venture, build private sector partnerships and mobilise new resources to create the brand and certification programme, the IUCN joined forces with partners BLCF, the Tourism Business Council of South Africa and a private sector inbound tourism company.
Establishing a brand is neither an easy nor a short-term venture. While the Fair Trade in South African Tourism project had a three-year lifespan, in reality it has taken longer than this timeframe to build awareness of the benefits and for Fair Trade Tourism South Africa (FTTSA) to become a self-financing managing entity.
Low levels of awareness of certification in general, let alone its requirements and benefits, or indeed of fair trade in tourism in particular, served to divert time and resources. The project was also originally had less of a commercial focus.
The good news is that FTTSA since underwent a transformation, became a locally registered non-profit company and began to function independently of IUCN and the project funding in 2005. It should become financially self-sustaining once 50 establishments are certified (In February 2007 the number stood at 23). The original income stream from the trademark is predicted to grow over the next few years, with a second income stream created from assessment fees.
FTTSA promotes fair trade tourism by incentivising established businesses to commit to responsible practices - such as ensuring fair wages and conditions for workers. It also helps community-based and emerging enterprises to access markets. Its six fair trade principles include fair share, democracy, respect, reliability, transparency and sustainability.
The trademark, based on these six principles, is an independent and respected symbol of fair and responsible business practice in the tourism industry. It is rigorously monitored by FTTSA staff in order to maintain high standards and maximise its effectiveness as a marketing tool for all trademark users.
FTTSA provides comprehensive information – including a well resourced website – on the application and certification processes. Interested tourism product providers apply to join the scheme by completing a self-assessment questionnaire, which asks a range of questions about their practices, including wages paid, compliance with legal requirements and sources of supply.
Those who appear to meet FTTSA criteria are evaluated independently and on site. After an expert panel review, successful applicants are awarded the trademark and FTTSA then promotes the product to tour operators, agents and, in some cases, even individual tourists. The certification fee varies according to the size and turnover of the business.
Should an assessment prove unsuccessful, FTTSA provides effective feedback on the reasons why and how the problem areas might be addressed, with encouragement to the businesses to apply once the improvements are made.
FTTSA has now established partnerships with over 25 international tour operators and a growing number of SA inbound enterprises.
For more information contact BLCF fund manager, the Emerging Markets Group at this address