The CDI’s first Creative Exchange (CX) session at our office at the Transwerke Studios in Johannesburg, titled "Economic Synergies Between Cultural and Creative Industries (CCIs) and Tourism” was hosted by the CDI’s Orange Corners Programme in Johannesburg on Friday, 28 June 2024. The Orange Corner Designs Programme is an Incubation and Acceleration project and a new initiative of the CDI supported by the Ministry of Foreign Affairs of the Netherlands – it supports visionary individuals whose businesses are poised for growth and dedicated to making a positive impact in under-resourced communities.

This inaugural CX session aimed to explore and highlight the economic opportunities available for the creative sector within the tourism industry. The session was presented by Nkgadimeng Ramela (Head: Stakeholder & International Relations) and Lebuhang Rabi (Tourism Human Resources Development Manager) from the Gauteng Tourism Authority and offered a comprehensive overview of the intersection between these two dynamic sectors.

The presentation began by outlining the vast array of economic opportunities that the tourism sector offers to the cultural and creative industries. It emphasised the potential for collaboration and integration of creative products and services within the hospitality and tourism industry. The Gauteng Tourism Authority provided detailed insights into specific areas where the creative sector could effectively plug into the hospitality and tourism sector. These included: Collaborating with tour operators to create culturally enriched experiences for tourists, establishing and promoting local art and craft markets to attract tourists, partnering in the organisation of cultural festivals and events that can draw international visitors, and showcasing local cuisine through themed restaurants and food festivals.

The presentation also provided valuable data on international tourism in South Africa and highlighted the leading countries from which tourists visit South Africa include the United Kingdom, Germany, the United States, China, and India. They shared insights in understanding kind of unique and authentic cultural products international tourists prefer, the growing trend towards experiential tourism, where visitors look for immersive cultural experiences rather than just sightseeing.

The Gauteng Tourism Authority also discussed the preferred social media platforms for engaging with international tourists: Platforms like Instagram, Facebook, and YouTube are popular among tourists for discovering and sharing travel experiences. They also touched on the effective strategies creative entrepreneurs can such as regular updates on social media, visually appealing content, and interactive posts that encourage tourists to engage and share their experiences.

The session concluded with a Q&A segment, allowing participants to delve deeper into the presented topics and discuss potential collaborations.

“This Creative Exchange session was instrumental in fostering a better understanding of how the cultural and creative industries can synergize with the tourism sector to create mutually beneficial economic opportunities. The insights shared by the Gauteng Tourism Authority provided a clear roadmap for CCI stakeholders to strategically position themselves within the tourism market, leveraging their unique cultural assets to attract and engage international tourists,” said Mohau Memeza, the CDI’s Orange Corners Designs programme co-ordinator in Johannesburg.

Attendees expressed their appreciation for the insights and opportunities shared during the session:

Fanelo Rikhotso - Director & Visual Artist at Faneloeuville Arts: “The session was insightful and helpful in sharing knowledge and opportunities within the tourism sector, as well as cross-sector opportunities. A follow-up session would be even more helpful to understand how to access these opportunities.”

Phindile Kotane – Founder of Peachyplum.rsa added: “The Creative Exchange was very informative. These sessions are crucial because they open one's mind to possibilities that one wouldn't know existed. Now I know GTA is a great partner for future exhibitions and tourist attraction linkages.”

Luyanda Tshiqi, Founder and Managing Director at Liplanka shared: “At first, I didn’t see any value for my business in the tourism sector. But after attending the session, I realised the potential partnerships with hotels and the GTA could be incredibly beneficial. Thank you, CDI.”

The Creative Exchange session on "Economic Synergies Between Cultural and Creative Industries (CCI) and Tourism" has set a strong foundation for future collaborations, offering a clear roadmap for CCI stakeholders to strategically position themselves within the tourism market. By leveraging their unique cultural assets, they can attract and engage international tourists, driving both economic growth and cultural enrichment.

For more, download the Gauteng Tourism Authority presentation – click here.

The CDI team based at our new office at the Transwerke Studios in Braamfontein, has also been ramping up engagement within the regional Gauteng creative sector. The Creative Exchange was part of a number of initiatives including involvement in Contra Jo'burg on 25 May, where 12 business [8 from our Orange Corners Designs programme and 4 businesses on our Supporting Creatives + Accelerating Local Enterprises (SCALE) programme] took part in this local showcase. The team also engaged with creatives at the Basha Uhuru festival in June.