New Strategic Leadership Bolsters South Africa's Tourism Governance
In a significant development for the Southern African travel landscape, South African Tourism (SA Tourism) has announced a pivotal leadership transition designed to ensure stability and continued growth for the destination. Dr. Shamilla Chettiar has been officially appointed as the Acting CEO, a move effective immediately, which signals a renewed focus on governance and destination development. This leadership update comes at a crucial time as the organization navigates disciplinary proceedings following the precautionary suspension of the previous CEO, Nombulelo Guliwe travel trade professionals across Africa, this appointment offers a reassuring signal of organizational continuity. Dr. Chettiar is not a newcomer to the intricacies of the sector; she steps into this role from her position as the Deputy Director General for Destination Development at the National Department of Tourism. Her deep integration into the tourism framework is further highlighted by her recent tenure as a member of the SA Tourism interim Board, a position she has resigned from to dedicate her full attention to leading the executive team. This shift is part of a broader strategy to stabilize the entity, following previous administrative challenges where the board was dissolved due to governance disputes.
The urgency to maintain a robust operational structure is evident in the organization's recent recruitment drive. Alongside Dr. Chettiar’s appointment, SA Tourism has successfully filled several critical executive vacancies. These include the roles of Chief Financial Officer, Chief Audit Executive, and Chief Convention Bureau head. By solidifying the executive leadership team, South African Tourism is sending a clear message to the African and global market: the destination is open for business, and the machinery behind marketing South Africa is fully operational. This is essential for maintaining the confidence of international partners who rely on the agency's mandate to market the country effectively.
In an exclusive interaction, Dr. Chettiar emphasized that her tenure, initially set for two months pending the outcome of internal proceedings, is centered on responsibility and service. "It is my privilege and honour to join the South African Tourism team during this important period of transition," she stated. Her primary goal is to ensure that the organization delivers on its core mandate: growing tourism’s contribution to the national economy. For tour operators and itinerary planners, this focus on economic contribution translates to a continued push for marketable products and streamlined support from the tourism body.
Dr. Chettiar’s background offers unique insights into the product development side of the industry, a perspective that is highly beneficial for the trade. Unlike leaders with purely administrative backgrounds, she brings extensive experience in destination development, route creation, and experience enhancement. Her portfolio at the Department of Tourism covered vital areas such as investment facilitation and the oversight of the Expanded Public Works Programme, which plays a key role in maintaining tourism infrastructure.
Perhaps most exciting for African travel planners is Dr. Chettiar’s direct involvement in developing some of South Africa’s most iconic attractions. She has previously operated at a senior level on landmark projects including the Dinokeng Game Reserve and the Cradle of Humankind World Heritage Site in Gauteng. Her expertise also extends to the Kgodumodumo Dinosaur Interpretation Centre.
The Cradle of Humankind, a UNESCO World Heritage Site, remains a top-tier selling point for cultural and paleo-tourism, offering visitors a profound look into our collective origins. Similarly, the Dinokeng Game Reserve stands as a prime example of successful Big 5 conservation near an urban center, making it an accessible safari option for business travelers or those with limited time in Gauteng. Having a leader at the helm who understands the operational and strategic nuances of these specific attractions suggests that SA Tourism’s future marketing efforts may see a stronger emphasis on diverse, heritage-rich, and accessible experiences.
Dr. Chettiar’s academic credentials, which extend to a PhD level, combined with her reputation for building performance-driven teams, position her well to navigate the current landscape. She has committed to "continued stability and good governance," assuring stakeholders that the team will work closely with all partners to sustain progress. This collaborative approach is vital for the African travel trade, which relies on consistent communication and partnership with national tourism bodies to package and sell destinations effectively.
While the suspension of the former CEO Nombulelo Guliwe—who was appointed on a five-year contract after serving as CFO—created waves in the media, the swift action to appoint a capable Acting CEO demonstrates resilience. The focus now shifts away from internal governance debates and back toward the horizon: selling South Africa. With a stabilized leadership team and an expert in destination development at the wheel, the industry can look forward to a period of consolidated efforts to showcase the vibrant culture, wildlife, and business potential of the Rainbow Nation.
