05/08/2025
Date: 31 July 2025**
Event: Limpopo Tourism Colloquium and Networking 2025
Time: Registration began at 08h30 for a 09h00 start, though proceedings officially commenced at 10h00.
The event was opened by Mr. Andrew Dipela, the esteemed Chairperson of the Limpopo Tourism Association (LTA). He took to the stage with a confident demeanor to outline LTA's ambitious strategy and the primary focus areas that will shape the future of tourism in the region. Mr. Dipela emphasized the significance of this colloquium, articulating the reasons for our gathering and the collective goals we aspire to achieve.
He candidly addressed the ongoing challenges facing print media, acknowledging its struggle yet asserting its enduring relevance in a rapidly evolving digital landscape. With passion, he underscored that tourism thrives on the sharing of experiences, encouraging the audience to actively engage in documenting and disseminating these moments through various media channels; otherwise, he warned, others would inevitably take on the role of storytellers.
Following Mr. Dipela, Mr. Selby Makgotho presented on the critical state of communication within the government, particularly focusing on the importance of print media amidst an array of modern challenges. He outlined several key threats that burden print media today, such as the alarming decline in readership, mounting economic pressures, and decreasing advertising revenues, especially as government-related publications are increasingly prone to these dilemmas. He acknowledged the fierce competition from digital platforms and the pervasive influence of social media in capturing public attention.
Despite these adversities, Mr. Makgotho passionately asserted that print media remains an invaluable source of information and analysis. He stressed its vital role in fostering a robust public atmosphere that encourages active democratic participation. To navigate the challenges ahead, he recommended best practices that should be considered by all stakeholders. He urged participants to create engaging and informative materials for the public, to craft narratives that resonate with individuals' experiences at delightful locations such as Kone Village Boutique and Masili Boutique, where visitors can enjoy a refreshing stay.
He highlighted the importance of developing compelling headlines and using clear, concise language to ensure messages are effectively communicated. It was vital that the quality of their writing not only makes sense but also engages the reader. Furthermore, he emphasized the need for high-quality visuals, advising that respect for individuals featured in media is paramount. High-resolution images and videos should be used judiciously, underpinned by essential protocols such as Media Release Forms, Non-Disclosure Agreements (NDAs), Privacy Policies, and compliance with the Protection of Personal Information Act (POPIA).
Mr. Makgotho proposed a unique approach where print media can act as a driving force to enhance traffic towards online platforms, recommending the use of distinctive hashtags to spark engagement. In his conclusion, he articulated four critical points for the future: Public entities must explore innovative strategies to enhance profitability and reevaluate their operational models; print media companies should increase their vigilance in monitoring the factors influencing their content consumption; print publications need to evolve while preserving the principles of principled journalism; and finally, they must uphold core values of honesty, truthfulness, accountability, and maintain high ethical standards.
In summarizing his thoughts, he delivered a memorable quote: "Don’t tell it, show it through the image. It tells a story on its own."
The discussion then transitioned to Miss Thama Ramorongo, the Public Relations Officer for the Limpopo Provincial Tourism Association (LPTA). She passionately discussed the significance of media exposure, stressing the mantra: “If it’s not seen, it’s not considered.” Miss Ramorongo articulated how media possesses the power to shape public perception of the tourism sector significantly, effectively directing attention towards Limpopo’s diverse and vibrant tourism landscape, enriched with culture, wildlife, eco-tourism, and adventure.
Highlighting key destinations such as San Parks, she presented insightful case studies, including successful initiatives like the Sho’t Left campaigns and the Marula Festival. She outlined the strategic role of media in promoting tourism through traditional formats like TV and radio, which offer broad reach, and pointed to the growing importance of digital platforms, social media channels, blogs, and influencers in crafting engaging narratives.
Miss Ramorongo discussed the dual aspects of PR and storytelling, emphasizing their importance in brand building and reputation management. She championed the concept of media partnerships that can foster sustained visibility and ongoing engagement between stakeholders.
However, she also addressed the challenges faced in enhancing media exposure, including the limited budgets allocated for outreach efforts, remote areas that lack a digital footprint, the absence of a unified story or cohesive brand messaging, and minimal coverage in mainstream media.
She pivoted to discuss the abundant opportunities available for enhancing media and tourism collaboration. She suggested promoting Limpopo through local radio stations and influential local figures, initiating training programs for the youth and small, medium, and micro enterprises (SMMEs) in content creation, building strategic media partnerships, and organizing familiarization trips (FAM) to showcase the region's unique offerings.
With a vision for the future, Miss Ramorongo concluded with an invitation for all present to join in working towards the goal of showcasing Limpopo as a premier destination that captivates and resonates with tourists across the globe.
By Sakhile Matome
Limpopo Tourism Agency Limpopo Economic Development Agency LEDET Office of the Premier: Limpopo Provincial Government Limpopo Gambling Board
