Memorable moments: what makes a tourist experience?

Tourism is one of the few sectors of the economy that is growing in South Africa, thanks in part to our unique and world-class natural and cultural resources.

To capitalise on an already-thriving tourism sector, heritage sites and national parks need to better understand what tourists are looking for when they visit, and need guidance to address challenges and improve overall experiences. Researchers at UP’s Tourism Management Division have developed a tool to help do just this, and tested it out at several major sites around South Africa. Their findings are already helping the National Department of Tourism (NDT) improve on tourist experiences in South Africa and address specific challenges at individual sites.

Building on a successful tourism sector

Building on a successful tourism sector

Tourism is one of the few sectors of the economy that is growing in South Africa, thanks in part to our unique and world-class natural and cultural resources. To capitalise on this, managers of heritage sites and national parks need to better understand what tourists are looking for when they visit these sites, and need guidance on how to address challenges and make tourist experiences more memorable overall.


UP helps government create more memorable tourist experiences:

Researchers at UP’s Tourism Management Division in theFaculty of Economic and Management Scienceshave developed a comprehensive tool to help do just this, and tested it at several major sites around South Africa. The tool identifies what makes a tourist’s visit memorable and enjoyable, and explores expectations to see how sites can better cater for tourists’ needs. Their findings are already helping the National Department of Tourism (NDT) to improve on tourist experiences in South Africa and to address specific challenges at individual sites.

UP researchers help government boost local tourism

UP researchers are working with the National Department of Tourism to improve tourist experiences at attractions around SA and contribute to a more competitive tourism industry.

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Attractive research: how SA tourist sites can attract more visitors

Five major tourist attractions around South Africa have benefitted from UP research looking at how to make tourism experiences more memorable.

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How to measure holiday memories - UP research aids SA tourism

A new tool developed at the University of Pretoria to measure memorable experiences is helping tourist attractions around South Africa draw new visitors and improve the quality of their visit.

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Information sharing vital for tourist industry

How one UP researcher is improving access to information within the tourist industry to create jobs and make the sector more internationally competitive.

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People involved

Berendien Lubbe
HOD and Project Leader
Focus areas:
Corporate travel, Air transport in tourism, Tourism distribution

Felicite-Fairer-Wessels
Associate Professor

Focus areas:Sustainable tourism/Attractions management

Elizabeth du Preez
Senior lecturer

Focus areas:Destination marketing/sports tourism

Anneli Douglas
Senior Lecturer

Focus areas:Business travel/eTourism/Incentive Travel

Kholadi Tlabela
Director of Research, National Department of Tourism