indwe magazine – July 2005

Moeketsi Mosola

Proudly South African Tourism
Text: Jana du Plessis
Image: © South African Tourism
Upon entering the boardroom where we are to have our meeting, Moeketsi Mosola walks straight to the window to open the blinds. “Why is this closed?” he asks rhetorically. “It’s such a beautiful day. Just look at the sun. I like the sun,” he says as he pulls open the blinds to reveal a crystal clear day. He greets me with friendly smile and takes his position behind a steaming mug of coffee. “I only drink proper coffee, not that instant stuff,” he says with a mock seriousness. “In tourism you need lots of coffee,” he says. And he’s right because tourism is fast becoming the caffeine that puts the zing into the South African economy. What’s more, tourism has emerged as South Africa’s ‘new gold’, and according to a report by Standard Bank, certainly one of South Africa’s most important exports, earning more foreign exchange in 2003 (R53.9bn) than net gold exports (R35.3bn).
Appointed as the Chief Executive Officer of South African Tourism in November 2004, Mosola faces the challenge of building on, and expanding the strong brand that has been created over the last decade. “We are not only building tourism for today, but also for our children’s future,” he comments on the vision he has for tourism. His job is to establish South African Tourism as a “globally competitive industry,” aligning his staff and resources to all work toward one vision and one goal. “We are only as good as the last job we did,” he quips, and adds, “We have to be stronger today than we were yesterday. In terms of a global competitive strategy we have to set the trend for the rest of the world to follow.”
Moeketsi Mosola may have big dreams for South African Tourism, but these are not very different from the dreams that sustained him in overcoming many obstacles to get to where he is today. He was born and raised in Bloemfontein in the Free State, and he proudly claims his childhood setting as the foundation of his education: “What I remember very well of my years at primary school were the teachers who worked so hard to break the cycle of poverty and illiteracy during that time. I am very grateful for that, because one has become a product of that.” High school and university followed, with a brief flirtation with engineering at university. Engineering proved not to be his bliss because the young Moeketsi Mosola really wanted to study medicine. “Everyone wanted to be a doctor,” he says with a smile.
Eventually his dreams took him to America where he obtained a BA degree in Neuroscience and Psychology and later an MA in Economics. His insight into his future came when he was working as an intern at the McLean Hospital in Boston, the Hospital of the Harvard students. “It was here that I realised I was more interested in public policy, finding solutions to problems”, he says. Mosola has been working for government since 1994, first in the office of former president Nelson Mandela, and later, after completing his Masters in Economics, as Chief Director at the Department of Environmental Affairs and Tourism in Pretoria.
“Why tourism?” I wonder. “Well, during that time tourism was identified as one of the top key sectors of growth in South Africa,” he answers with a confident smile. In 2001 Mosola moved to South African Tourism where he was appointed as the Chief Operating Officer, and tasked with creating a blueprint for developing and promoting tourism in South Africa. “One of the fundamental issues was giving South Africa back to South Africans, and today South Africans are much more proud of the country today,” he says. And he’s right. Again.
When it comes to South Africa as a country Mosola oozes confidence and hope. “Every South African feels more confident and optimistic about the future of South Africa. We are more confident in ourselves as a people than we were 11 years ago. Never has a country achieved so much in such a short time. We must count our blessings because we are truly blessed. My dream is that all South Africans will feel part of South Africa and that every person will feel that he or she has a place in the sun,” he says philosophically.
It is clear that Moeketsi Mosola puts his mind, his heart and a major part of his life into the position he currently holds. “So, what do you do to relax and unwind?” I ask, scrutinising him as he stares out of the window. “Well, I spend all the time I can with my family. There’s nothing such as a family to keep you grounded. Even if the world turns on you, they still think you are the world,” he utters some very wise words. He also enjoys the arts and jazz, and he makes a point of attending several festivals throughout the year. He is an avid sports fan and loves escaping the buzz of the office by going camping with his family. “One place that is really close to my heart is the Drakensberg. It is there that I feel one with nature. It makes you see in the bigger scheme of things that nature is superior and we must trudge carefully,” he says with respect evident in his voice.
As the sun fills the room, we continue to talk about OUR country, and Moeketsi Mosola talks excitedly about his love for South Africa, the wonderful diversity of cultures, holiday destinations and the scenery, splendour and wonder that is right here on our doorstep. “The future of South Africa sure looks bright”, he concludes with a twinkle in his eye.
As I reluctantly leave after my interview with Moeketsi Mosola, I turn my car into the streets of Jozi and feel the energy of the city vibrating through the streets. I feel inspired. Motivated. Hopeful. And as the Jozi skyline fades in the mirror, I feel as excited as a tourist in my own country, and I think to myself, “the future looks bright, indeed!”
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