The University of Johannesburg (UJ)’s School of Tourism and Hospitality (STH) hosted Minister of Tourism Patricia De Lille who delivered a special public lecture exploring the role of higher education in developing a sustainable tourism industry.

This formed part of UJ’s year long commemoration of 30 Years of Democracy. STH, which falls in the College of Business Economics (CBE) aimed to use the lecture to present a Tourism and Hospitality perspective to these commemorations.

STH Director Professor Diane Abrahams who gave the welcoming remarks shared the importance of Tourism sector in the country, and briefly touched on its importance over the last 30 Years.

“Tourism has been declared as a priority sector in terms of the National Development Plan (NDP). In particular, the sector is envisioned to contribute to the overall economy through supporting employment and revenue earnings. Recognising that South Africa is characterised by low employment levels, high school drop out rates which result in low skill levels, this gives the opportunity for the Tourism industry to be ideally suited to absorb those in need of a work opportunity”.

Prof Abrahams added that the recently gazetted white Tourism white paper of 2024, will ensure that weaknesses in the sector, get addressed.

“The white paper will also ensure that the most appropriate framework for Tourism is established. At the centre of this comprehensive response, is the need for all South Africans, led by government to adopt an all of country strategy, to respond to the problem. This response is one that recognises that at the centre of tourism not realising its full potential, is the fact that the sector remains internally untransformed, and externally undifferentiated between product development and experience delivery.”

UJ Vice-Chancellor and Principal Professor Letlhokwa Mpedi provided insights into sustainability when he took to the podium. Prof Mpedi emphasized the role of Universities in partnering with industry, to make lasting and tangible change in spheres such as tourism.

“Though often thought of through a narrow lens, Universities have an expanded role. We must lead when it comes to addressing things with moral, ethical, political and social consequences. I call this, societal impact. The tangible effects of our research and work in the broader world. This shift takes us beyond academic boundaries, to engage directly with social, economic and cultural spheres. Our purpose is not only to share knowledge, but to inspire individuals to make meaningful contributions to society.”

Vice-Chancellor Mpedi also expressed his congratulations to Prof Abrahams on her appointment to the Tourism Transformation Council of South Africa, where she will be serving for a three-year term as deputy chairman.

In her address, Minister De Lille shared thoughts on how the Higher Education sector can help build a sustainable and impactful tourism industry.

“Higher Education institutions can play a major role in building a sustainable and impactful tourism in our country by doing the following:

• Incorporating innovation and digital technology on their programme offering

As stated before, the world is evolving digitally and this means that the tourism industry should align itself to this digital transformation.Only the higher education institutions can design their academic programmes to meet these global advancements.

• Secondly, the higher education sector must reskill and upskill the current workforce in the tourism and hospitality sector. The current workforce should be kept abreast of the latest trends and developments that are happening in the industry which will make them to be up-to-date with such practices.

The curriculum of the higher education institutions should focus on programmes that will cater both new entrants into the field of tourism and also on existing workforce in the tourism and hospitality industry. The curriculum should focus on programmes that will help us diversify our tourism offering. Universities should also foster strategic partnerships with other international institutions that promote tourism and hospitality.”

Minister De Lille also lauded the STH for achieving 100% placement for its work integrated learning program and urged the students to take full advantage of the opportunity afforded to them to further their studies.

The public lecture took place the Kerzner Building and was facilitated by an STH alumnus and Tourism lecturer, Dr Refiloe Lekgau.  It was attended by tourism and hospitality students, members of staff and leaders within the broader CBE, representatives from government, other institutions of higher education institutions and industry partners – all in all close to 180 delegates attended, with close to 200 students on the viewing rooms.

Watch the recording of the day’s proceedings here.