Domestic leisure tourism: lessons learnt from township business operators during the COVID-19 pandemic era

Abstract

The COVID-19 pandemic severely affected tourism businesses across the globe. The burden on tourism operators to survive was exacerbated by the emergence of new variants, which threatened an already troubled industry. Since its detection in South Africa in early 2020, the pandemic has relentlessly impacted the tourism industry, especially causing a reduction in the number of visitors. Several strategies had to be adopted to rescue the industry from the devastating effects of the pandemic. Amongst these interventions was the focus on domestic leisure travel. This study examines the factors that restrict township residents’ participation in domestic leisure tourism to find the best ways to promote domestic leisure tourism post the COVID-19 pandemic era. To achieve this, qualitative research was undertaken through a focus group discussion with eight members of a selected township community tourism forum in Cape Town. Through a thematic analysis, the study revealed a lack of travel interest among locals due to affordability and perception of travel and cost. The study highlights strategies that could be used to encourage greater participation in domestic tourism.