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The South African hospitality and business sectors need to shift from a mindset of underselling their brand to the world.
That is the view of Michael Delaney, general manager of Radisson RED Johannesburg-Rosebank, amid growing misconceptions about the country.
Delaney believes that many of the false narratives about the Rainbow Nation being perpetuated of late can be countered by extolling the friendliness of its people, natural beauty and cultural wonders.
He further recommends that visitors are constantly reassured that measures are in place to keep them safe.
The hospitality sector has noted with deep concern the increasing use of AI-generated imagery or out-of-context, dated photographs to portray the country as a land beset with irrevocable problems.
This has prompted Delaney and other hospitality leaders to speak out to stem the flow of misleading news.
One of the things that should be noted was that most international visitors’ perception of South Africa became positive as soon as they landed, he said.
Delaney travels extensively for work purposes and always finds that people overseas are keen to learn about and see South Africa for themselves.
It was clear that foreign companies understood this demand, too, he said.
For example, Australian airline Qantas will launch a new route from Perth to SA later this year.
Hotels like the Radisson host many guests from the United States, Asia and Europe as well as African delegations. It also accommodates multiple international airline crews, so it is in the industry’s best interest to ensure they feel safe.
“They can be great ambassadors for South Africa because they travel all over the world,” Delaney said.
Another point he makes is that the messaging around tourist safety in this country should be amplified in overseas markets.
“All our hotel groups make sure visitors and staff are as safe as possible. At the Radisson we have a variety of safety and security measures in place.
“When we check-in groups, we present them with a card full of useful tips, such as using our complimentary shuttle service for transfers to the main shopping centres, making use of the safes in the rooms and not going out wearing jewellery or carrying their passports.”
The Radisson also carries a yearly accreditation from safeHotels, one of the world’s leading safety and security certification companies for the industry. This mark of excellence is proudly displayed at its entrance.
Another story worth telling is the emergence of improvement districts in Johannesburg, Cape Town, Durban and other parts of the country.
The Rosebank Improvement District is already thriving in conjunction with the Oxford Parks Precinct, which is becoming a leading corporate and tourist node.
“Oxford Parks accommodates several multinationals, particularly in the banking, energy and mining sectors, and we are now working with these and other companies to make sure visitors and employees feel safe,” Delaney said.
“You need to work with your neighbours.”
To further encourage international visitors, the Radisson is in the process of rolling out an art walkabout for guests and interested locals. This will include a tour of galleries and other hotels which, like the Radisson, showcase pieces by renowned local artists like Sam Nhlengethwa.
“Let’s face it, there is no such thing as a perfect country,” he said.
“So we have to look forward, not back.”