LTA CEO aims for more international arrivals in province

With the province having claimed top spot in domestic tourism with more than 8,3 million domestic arrivals recorded in 2017, Limpopo Tourism Agency’s (LTA) Chief Executive Officer Nomasonto Ndlovu believes they can also improve the international arrivals and ultimately become the leading tourism destination in Southern Africa this year.
Speaking during the agency’s recent meeting with tourism stakeholders in Polokwane, Ndlovu said it is time for the province to rise as a preferred tourism destination. “Limpopo is one of the most amazing, yet underestimated destination in the country and must rise as a top tourism destination. Tourism is everybody’s business, as such we are aware we cannot do this alone. We need involvement of everyone to ensure that the province is one of the most visited provinces in the country. It is time that we stood together and told the story of Limpopo,” Ndlovu told the audience.
“We want to become the leading tourism destination in Southern Africa. I believe we can achieve this because the province boasts with Mapungubwe World Heritage site also known as the ancient city of Africa, Kruger National Park of which more than 70% is resident in our province, Modjadji Royal Kraal and Nature Reserve, Makgoebaskloof, the Echo Caves, the Big Tree and Bela-Bela hot springs which leaves everyone with a choice as there is indeed more to enjoy in the province. This province is more than a tourism destination. It is a mecca for anyone looking for a diverse holiday offering,” stressed Ndlovu.
Ndlovu further mentioned that one of their daunting tasks is converting their huge numbers of Visiting Friends and Relatives (VFR) into real tourist numbers. “More work will be done to better understand our target and core markets to ensure our initiatives are well targeted. We have got huge figures in VFR because people come in the province and they don’t spend because they are here to visit friends and families.”
She also informed the audience that she is tired of being asked by people outside the continent about the location of the province and what happens in the province. “This must come to an end. I want the world in love with destination Limpopo to fall and they must know who we are and where we are. Limpopo must be a bucket list destination. South Africans and the world must know our name, but most importantly, we want to ensure we leverage our tourism offerings to grow the economy of our province and create direct and indirect jobs. We will ensure that we play our part by significantly contributing to the national 5-in-5 tourism targets which is a South Tourism campaign aimed at growing the number of tourists in the country. This will also ensure that we have five million tourists visiting the province in five years. To achieve this we must increase local and international arrivals, increase spend, length of stay, geographic spread, ensure transformation and improve seasonality,” concluded Ndlovu.

Story & photo: Herbert Rachuene
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