RURAL TOURISM FIRMS IN THE COVID-19 ENVIRONMENT: SOUTH AFRICAN CHALLENGES

One consequence of the COVID-19-induced changing consumer travel preferences is growing demand from urban residents for open spaces and the experiences of rural destinations. This re-focuses attention on the challenges of rural tourism firms and of issues of developing rural tourism destinations. In extant international scholarship only limited studies have been undertaken for sub-Saharan Africa. This paper contributes to research debates on rural tourism change in the Global South and more particularly around COVID-19 and the development prospects for rural tourism in South Africa. Using 25 qualitative interviews undertaken in the rural Thaba Chweu Local Municipality of Mpumalanga province it is shown that the challenges facing rural tourism relate to weaknesses in the local institutional environment that have existed for the past two decades. The core constraints on expansion on rural tourism surround issues of the local government mismanagement and corruption. The consequence has been limited provision of basic services and maintenance of critical infrastructure, most especially roads, water and power supplies, which are essential for successful rural tourism development. It is concluded that the leading challenges facing rural tourism firms in South Africa are markedly different from issues which are highlighted in scholarship concerning rural tourism in the Global North.