SA High Commissioner urges businesses to seize AfCFTA opportunities in tourism and trade

The South African (SA) High Commissioner, Jeanette Grace Mason, has urged businesses in Ghana and across West Africa to seize emerging opportunities in tourism and trade, particularly under the African Continental Free Trade Area (AfCFTA).

She was speaking at the South African Tourism West Africa Corporate Engagement 2024 held in Accra, where she emphasised the role of bilateral ties and tourism in driving economic growth, sustainable development and regional collaboration.

She highlighted the significance of AfCFTA, describing it as a game-changer that offers immense potential – hence urging businesses to look beyond their borders and explore partnerships across the continent.

“As we look to the future, I want to make a clarion call for businesses to seize opportunities presented by the African Continental Free Trade Area (AfCFTA). This landmark agreement is poised to transform intra-African trade by creating the largest free trade area in the world, bringing together over 1.3 billion people.

“For businesses, the opportunities are endless. By leveraging AfCFTA you can expand your operations, tap into new markets and foster collaboration across the continent. South Africa, with its strong economic foundation and diverse industries, is perfectly positioned to be your gateway into this vast market,” she stated.

She also underscored the critical role tourism plays in fostering business relationships and enhancing trade, saying: “Tourism will play a critical role in this expansion, as increased travel leads to stronger business ties, investment opportunities and cultural exchanges.”

The High Commissioner added that: “In addition to its economic development role, tourism is also a powerful driver of sustainable development. As we align our efforts with the United Nations Sustainable Development Goals (SDGs), tourism directly contributes to several key objectives; including economic growth, the creation of decent jobs and the promotion of sustainable cities and communities. South Africa’s commitment to responsible tourism ensures that we balance economic growth with environmental preservation and social inclusivity.

“Tourism is not just about travel; it builds stronger business ties, attracts investments and facilitates cultural exchange,” she noted.

Regional Head-South African Tourism for West Africa, Thekiso Rakolojane also stressed that businesses must align with evolving market trends, especially as ease of travel increases between Ghana and South Africa.

“The recent visa waiver for Ghanaian travellers has already led to a 200 percent increase in arrivals from Ghana. This is a clear indication that when barriers are removed, business and tourism flourish.

“The goal is to build lasting relationships that transcend tourism and foster trade,” he noted.

On sustainable tourism, he reiterated South Africa’s commitment to responsible travel aligned with the Sustainable Development Goals (SDGs).

“Sustainability is at the heart of our tourism strategy. Our focus is not just on attracting visitors but ensuring that tourism benefits local communities and preserves our natural heritage,” he explained.

He also encouraged Ghanaian businesses to take advantage of collaborative opportunities across industries, including culture and sports.

Addressing concerns about growing travel demand, the Regional Head reassured that South Africa is committed to improving immigration processes, saying: “We are continuously enhancing our infrastructure to ensure seamless travel experiences. Our objective is to make South Africa a business and tourism hub, easily accessible for all”.

The event provided a platform for stakeholders to network and explore business-to-business (B2B) partnerships. It served as a strategic platform for Ghanaian businesses to meet, network, negotiate and conduct business with their counterparts from South Africa.