Gary Bowerman discusses with Hafsa H. Mbamba, CEO of the Zanzibar Commission for Tourism, and Enver Duminy, CEO of Cape Town Tourism, the importance of cultural stewardship and community engagement in tourism. Hafsa shares an example from the fishing village of Jambiani in Zanzibar, where the local community has created its own tour operating company to have more control over the narrative and promotion of their culture. Enver emphasizes the need to be the “designated driver” for culture and heritage, using the example of Cape Town’s efforts to empower local communities and preserve their traditions. 

Both speakers highlight the responsibility tourism authorities and communities have to protect and sustainably manage the cultural identity of a destination. The speakers discuss the delicate balance between promoting tourism and preserving the cultural heritage and authenticity of a destination. They share their experiences in South Africa, where the influx of tourists and rising property prices led to gentrification and the loss of the community’s cultural fabric. To address this, they worked closely with the local community, government, and tourism sector to find ways to protect the heritage and ensure the community benefits from tourism. This ongoing process requires a sensitive and responsible approach to maintain the balance between economic development and cultural preservation for future generations. 

The speakers discuss the evolving landscape of cultural tourism in the post-pandemic era. In China, tourism numbers are rebounding, prompting a rethinking of how to market and promote culture and heritage. In Zanzibar, the strategy has shifted to focus on sustainable, experience-driven tourism that preserves local culture and communities, rather than mass tourism. This involves initiatives like the “Green Zanzibar” campaign, which sets guidelines for tourism businesses to operate more responsibly. The goal is to attract visitors interested in Zanzibar’s culture and heritage, not just its beaches, and ensure that development happens in a balanced way that benefits local communities in the long run. Hafsa and Enver, tourism experts from Zanzibar and Cape Town respectively, discuss how their destinations are evolving post-pandemic to attract visitors who are interested in culture and heritage, not just beach vacations. Enver explains how Cape Town has long championed “responsible tourism” to ensure the local community benefits and the destination’s authenticity is preserved, rather than just focusing on increasing visitor numbers. He emphasizes the importance of being a “respectful concierge” that matches visitor needs with community interests. The speakers highlight the continuous work required to strike the right balance and avoid mistakes as tourism evolves. 

The speakers discuss the importance of partnerships and collaboration between destinations to drive tourism growth. They highlight how Cape Town has worked with neighboring cities like Johannesburg, Durban, and Victoria Falls to create synergies and grow the overall tourism pie, rather than compete for the same market share. They also emphasize the value of using social media to promote cultural awareness and responsible tourism practices, such as educating visitors about local customs and engaging with local communities. The speakers see technology and social media as powerful tools to shape the narrative around a destination and foster more meaningful, sustainable tourism. The speakers discuss the role of social media in preserving the culture and heritage of destinations like Zanzibar. While social media can help promote local businesses and experiences, it also poses challenges, as the focus often shifts to “Insta-Twitterism” and selfies rather than genuine engagement with the destination. The speakers emphasize the importance of working with local communities and influencers to promote respectful storytelling and immersive experiences, rather than just trying to control the narrative. 

They also suggest exploring solutions like “digital detox” to encourage visitors to be more mindful and engaged during their travels. The speakers discuss the challenge of managing tourism seasonality in their destinations. Zanzibar sees a peak in European visitors during the summer and Christmas, but has worked to diversify its source markets, attracting more visitors from the Gulf region and Asia. This has helped reduce the extreme seasonality they experienced in the past. However, they still face challenges during peak periods, such as overcrowding and potential resentment from local communities. The focus is now on attracting higher-quality visitors who stay longer and spend more, rather than just maximizing numbers. Similarly, Cape Town receives around 2.5 million international tourists annually, plus 4 million regional travelers, with seasonality also impacting their tourism strategy. The speakers discuss how Cape Town has shifted its tourism strategy to better appeal to Muslim travelers, a significant and growing market. By highlighting the city’s 350-year-old Muslim heritage and culture, rather than just European influences, they were able to attract more visitors from Southeast Asia, the Middle East, and North Africa. The key insights are the importance of understanding changing weather patterns, diversifying source markets beyond traditional European ones, and positioning the destination as authentically connected to the local cultural fabric, rather than relying on outdated stereotypes. The speakers emphasize the importance of involving local communities in preserving their cultural heritage and identity, rather than solely relying on regulatory authorities or tourism stakeholders. They highlight the need for tools, skills, and assistance to empower communities while ensuring they don’t feel like “walking museums.” The discussion also underscores the evolution of cultural stewardship from a “nice to have” to a “must to have” in travel planning, with a focus on sustainable practices, digital storytelling, and an obligation to preserve local narratives and heritage. The speakers agree that this is not just an option, but an obligation for future generations, and that tourism should have a positive ripple effect on the lives of all citizens.