Women’s Empowerment and Job Creation Through Sustainable Tourism in South Africa
Tourism as a Catalyst for Economic Growth
As South Africa navigates the complexities of the Just Transition, the tourism sector presents a unique opportunity to create jobs and stimulate economic growth. The COVID-19 pandemic exposed critical vulnerabilities, particularly among women entrepreneurs in remote and underserved areas. This highlighted the urgent need for innovative, inclusive, and long-term enterprise development strategies.
The Need for Collaborative Solutions
Traditional financing mechanisms were insufficient to address the challenges faced by these entrepreneurs. Recognizing this, Nedbank shifted towards a model of comprehensive stakeholder engagement, strategic alignment, and deep collaboration with local communities. The key insight was clear: aligning stakeholders around shared objectives is fundamental to driving lasting change.
“When stakeholders genuinely align in vision and action, the collective power becomes undeniable.”
This approach goes beyond mere cooperation—it is about co-creation. Challenges inevitably arise, but having all decision-makers invested in the process ensures continuous momentum. Each obstacle becomes an opportunity to reinforce collective commitment and adapt strategically.
The Women in Tourism Programme
The Women in Tourism Programme was built on this philosophy. By forming local steering committees that included bankers, entrepreneurs, and community leaders, decision-making was brought closer to the ground. Each of the 225 selected entrepreneurs received personalized support through direct interviews, ensuring relevance and responsiveness to their unique needs.
Tangible Results
The results speak for themselves. Within just 18 months, the second phase of the program saw women-led businesses generate 500 new jobs. These businesses expanded rapidly, opening additional properties, entering new markets, and diversifying their offerings.
Remarkably, the entrepreneurs themselves requested a third phase, demonstrating their confidence and ownership. By 2024, these businesses had collectively created over 1,600 jobs. Their success unlocked further financial support, securing R65 million in funding—R35 million in loans and R30 million in grants—reflecting stakeholders’ confidence in their sustainable growth.
Long-Term Commitment Yields Lasting Impact
These outcomes underscore a vital principle: meaningful enterprise development requires long-term commitment and genuine collaboration. While quick wins provide immediate motivation, true transformation unfolds gradually over years. The tourism sector’s complexities—seasonal fluctuations, infrastructure challenges, and market dynamics—demand continuous support rather than short-term fixes.
At Nedbank, success is rooted in learning from entrepreneurs’ journeys. Human-centered approaches must be adaptable, recognizing that one-size-fits-all solutions rarely achieve lasting impact. By embedding within local contexts, actively listening, and addressing challenges alongside partners, the program has fostered sustainable growth.
Key Takeaways
The program’s success lies in its simplicity and intentional execution:
- Stakeholder Alignment: Ensuring all parties share a unified vision.
- Tailored Support: Providing hands-on, personalized assistance.
- Flexibility: Adapting strategies to meet evolving needs.
Stakeholders are not just participants—they are active collaborators and decision-makers driving change.
Looking Ahead
The stories emerging from this program highlight the strategic value of investing in women entrepreneurs. These women embody resilience, innovation, and the entrepreneurial spirit crucial for South Africa’s sustainable economic future.
As the country embraces the Just Transition, Nedbank remains committed to nurturing transformative economic partnerships. Through strategic financing, stakeholder collaboration, and a dedication to inclusive growth, the tourism sector is being positioned as a leader in South Africa’s sustainable and equitable future.
Dr. Nirmala Reddy is Nedbank’s Senior Strategy Specialist for Enterprise Development.
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