Leaders in the hospitality industry gathered at the Maslow Hotel for a high-level think tank that focused on turning insights into action. The event brought together key players from hotels, tourism, and service sectors to tackle challenges and opportunities facing the industry in South Africa and across Africa. The central theme was clear: impact over intention, with a focus on sustainable growth, employment, and meaningful guest experiences.
The day began with remarks from Johnny Goldberg, Chairman of Global Business Solutions, who set the tone for discussions around risk, resilience, innovation, and collaboration. The first panel, moderated by Dave Milne of Peermont Hotels, explored the risks shaping the sector. Mokwena Morulane of Cresta Marakanelo pointed to Botswana’s recession and high youth unemployment, noting that personalization in hospitality could provide differentiation. Michael Pownall of Valor Hospitality Partners described COVID-19 as a “total reset,” while Jameel Verjee of CityBlue Hotels emphasized its lasting influence on how Africa is perceived globally.
The second panel, moderated by Sam Williamson of Profit Room, examined the role of AI in customer experience. Natalia Rosa from Big Ambitions stressed that technology can empower staff to engage more meaningfully with guests, while Reinhard Visser noted that intention is key to building trust. Gary Greenfield of Interact highlighted the importance of removing friction between guest expectations and actual experiences.
A third panel, led by Lee-Anne Singer, focused on South Africa’s position in the global tourism market. Tshifhiwa Tshivhengwa of TBCSA noted the country’s small international market share and the limited gains from current strategies. David Frost of SATSA shared that South Africa welcomes just over two million annual visitors, with nearly half going to Greater Kruger and 30 percent to the Western Cape outside Cape Town. Chris du Toit of Club Med argued that destinations must move beyond a “two-pot” tourism approach and offer a fuller national experience.
Funding models were the focus of the fourth panel, moderated by Johnny Goldberg. Oliver Perillat-Piratoine shared how public shareholding models, such as Radisson Blu Umhlanga, boost investor confidence and create intergenerational wealth. Speakers agreed that banks favor ownership structures over lending, pushing the need for new financial models to expand hotel development in underrepresented regions.
The final panel, “Think Big, Employ Bigger,” facilitated by Chris Godenir of Touching Dreams, tackled unemployment and tourism’s role in addressing it. Tsholo Mogotsi of the Youth Employment Service called for a shift from training to empowerment, while Mathew Lambert of Invictus highlighted that employees are brand carriers, not just workers. The panel stressed that skills, knowledge, and attitude are the foundation of progress and that collaboration across the sector is essential.
The event closed with remarks from Sean Murray of Infrateq Africa and Sarah Marron of Hospitality Solutions. The recurring message was that the industry is at a crossroads. Transformation requires technology adoption, market diversification, and new funding models, but above all, it requires courage and collaboration. Tourism, they emphasized, is not just about beds and bookings but about job creation, cultural exchange, and economic impact — and delivering this impact means being intentional and bold enough to innovate.
