CRC 2019 Podcast Series

2019 CRC Series – Kaizer Mbongeni Dhliwayo – South African Tourism

Welcome to the 2019 CRC Series. Recorded live in Orlando, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Kaizer Mbongeni Dhliwayo, Researcher at South African Tourism.

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Hi, this is Jamin. You’re listening to the Happy Market Research Podcast. The next set of episodes are conversations I had at this year’s Corporate Researchers Conference or CRC. This is put on by the Insights Association in Orlando, Florida. I had quite a few interesting conversations highlighting specific companies that exhibited this year as well as a couple of speakers, Wells Fargo, IBM, etc. I hope you have a really good rest of your day and enjoy these short episodes.


Hi, everybody, you are listening to the Happy Market Research Podcast. I have the honor of Kaizer (and I apologize ahead of time) Dhliwayo; South Africa Tourism is the name of the company. We are at CRC. Sir, how are you?


I am well. And, how are you?


You know what? I am doing pretty good. I can’t complain, actually. We’re in Orlando. Where do you live?


No, this is my first time in Orlando. Second time in the US, and I’m here for this conference and I’m learning so much, meeting so many new people. And it’s just so interesting.


When did you arrive?


I landed on Sunday.


Got it. So, you’ve gotten a slightly acclimated.


A bit, but I’m still not sleeping properly.


No, of course. Nor will you.


But then on Monday, I really tired myself out ‘cause I went to Universal Studios. Oh, my goodness. Like you guys do things properly because we have theme parks, but they’re not as big and not the variety of options. It blew my mind.


Yeah. It’s crazy. Right? Yeah, it’s like next level. Well, anyway, since there’s a separate podcast talking about Orlando’s theme parks, which is a really great, great topic. Tell me a little bit about South African Tourism.


Okay. So South African Tourism is a state-owned entity that was created purely to market the destination, the destination brand that sits with us. And we have offices all over the world. Our office in the US is in New York, run by Jerry and the team. And we have offices in Europe, Asia, Australia. The Middle East is one of our newer markets that we’re working to develop. Southeast Asia as well is a new area that we’re trying to get tourists from.


You know who did a good job of this was Ireland back in the day. So, their tourism division rebranded and they like doubled the number of tourists in a very short time.


And that’s the challenge for South Africa going forward. So our president made an announcement that we’re going to be in the next 10 years doubling tourism. So currently we get about 10 million visitors and we’re trying to get to 21 million by 2030. So that’s the effort going forward.


Where are your visitors coming from?


We have people coming from all over the world, but three quarters of our visitors are from the African continent, and we have offices in East and West Africa, Central Africa as well. And then, obviously, we have domestic tourists in and around South Africa.


If go to South Africa, what do I have to see? I have a one week. Let’s say it’s one week.


Okay. If you have one week, the plan depends on what you’re interested in because we have wildlife; we have adventure.


What am I going to do?


I would suggest because you seem like a nice, energetic person that you have to do a lot of adventure activities.


You nailed it.


We have the highest bungee jump in the world, which is in Eastern Cape.


Oh, that just already made my stomach go up.


So that’s something I think you would have to do. And it’s right next to Cape Town, so it’s like an hour flight from Cape Town. So, you can then see Cape Town, Table Mountain, Robben Island, and then drive down the coast. We have the longest coastline and the highway right next to it. So, as you’re driving, you’re just looking at the beautiful views and then you get to this tallest bungee jump in the Eastern province.


There was a movie called Endless Summer, which featured the beaches there. And I think, God, that would be… It’s like amazing. Is there any surfing?


Yeah, you can surf anywhere. Like I’m saying to you that we have a very long coastline. We have the Indian ocean on the one side; we’ve got the Atlantic on this side. So cold water in Cape Town; warmer water in Durbin, which is on the eastern coast and you can surf practically anywhere. And the most beautiful place to actually see is where the two oceans meet. You can actually see the color of the water being very different and it doesn’t mix.


And they meet. You can actually see where they meet.


Yeah. You see where it meets and you can actually tell that that is the Atlantic Ocean. That’s the Indian ocean. And the waters kind of don’t mix. So, there’s like a line.


Really? 100% I’m going to check that out. That is really cool. I’ve never heard that at 48 years old.


You see but that’s the thing about South Africa that there’s so much going on. It’s difficult for us to have a single narrative about the destination. Everyone thinks of us as this high-end Safari destination, but there’s so much more to us than that.


The show. What do you think? What’s your opinion so far?


I love this show so much. I wish I could live here just in this environment because there’s so many different ideas. There’s so many cutting-edge things happening here, and we’re in a position right now in South African Tourism of restructuring our organization and insights becoming a leader. And this room of people is basically, that’s exactly what’s going on here. So I’m hoping to learn as much as I possibly can.


Perfect. Well, you’re in the right spot because there are some great minds and companies represented not just on the exhibit floor but also from the speakers.


The speakers, the presentations have been amazing. I’ve learned so much. I’m recording as much as I can so I can take it back to the team as well.


Kaizer, South Africa Tourism. Absolute pleasure having you on the podcast.


Thank you so much, Jamin.


Say your last name one more time.




Dhliwayo. Oh, dang it. Alright, well, everybody else, hope you enjoyed this episode. Have a great rest of your day. And as always, take the time, check out South Africa Tourism. I will include a link to the show notes, not just to their website, but also to some pictures I find on the seas meeting on their coastline. Have a great rest of your day.