indwe magazine – May 2005

Felicia
Talking SA Tourism
Text: Guillaume Celliers
Image: © Dr Felicia M. Suttle
“We must be the change we want to see in the world.” – Mahatma Gandhi
Dr. Felicia Mabuza-Suttle, affectionately known as Felicia to millions of South Africans, is a remarkable woman in every respect. An international award-winning entrepreneur, highly acclaimed talk show host, author and role model, Dr. Suttle has recently been appointed President, South African Tourism USA, where she will be overseeing South Africa Tourism in America.
After twelve years of her hugely successful television talk show, The Felicia Show, Felicia has returned to the US to be with her husband, Earl Suttle, and her two daughters. The Felicia Show was the first South African talk show on television, and it will remain the longest running television talk show for some time to come. “I feel that after twelve years in the entertainment industry it is time for something new again, a new life, and I just want to say thank you to all the South Africans for allowing me into there living rooms for twelve years. Ten years after democracy we had achieved our goals, which were; one, to get South Africans talking, that is black and white people talking; two, to change perceptions of each other through talking and music; and, three, open new ground for young people to do what we have been doing, which is to inform and entertain,” Felicia explains her shift in career and location.
Promoting South Africa as the President, South African Tourism USA, is something that comes naturally for Felicia, and it comes as the fulfillment of another goal that she has always had. “I have such tremendous enthusiasm and passion for South Africa that, in my position with South African Tourism, I don’t have to work – promoting and talking about South Africa just comes naturally. I work because I want to, not because I have to, and I do it with no ulterior motive,” she says.
Passion has always been one of Felicia’s strong points, and she is absolutely passionate about getting Americans to visit South Africa to experience what she calls: “an awesome and unique sensory impact; a sense of real wonder; our humanity and freedom; and a fusion of cultures and music they will never find anywhere else in the world.”
It is an honour to be able to share with the Americans the spirit of humanity and freedom epitomised in Nelson Mandela and the people of South Africa
Her mission, she says, is to change misperceptions about South Africa in the international media; to encourage investors to do business in South Africa; and, to invite tourists to visit her beautiful country of birth.
Describing tourism as our “new gold,” Felicia identifies three primary advantages of an increase in foreign visitors to South Africa. Firstly, she says, tourism creates sustainable employment because every twelve tourists accounts for one job. Secondly, with direct foreign tourist spending amounting to about R50 billion per annum, and total tourist spending amounting to more than R100 billion per annum, tourism constitutes 7% of the GDP. With all the talk about Africa needing to be self sufficient, it is clear that tourism can play a significant role in the African renaissance. Thirdly, tourism is moving closer to a level playing field, where anyone who has a great idea, can pursue it and make a personal contribution. “Obviously transformation is necessary in tourism because traditionally is has been limited to a small minority, but now, through tourism, we try to ensure that more and more people benefit from our new gold,” Felicia adds.
In real terms, Felicia’s goal is to get 10 million Americans to visit South Africa on an annual basis by the year 2010. With less than three million Americans currently visiting South Africa, this is a lofty goal. However, given the size of the American tourist market, this is a sensible goal to strive for. African Americans alone spend more than $30 billion every year on travelling outside the US, and mainly to the Caribbean. This is nearly twice the current ‘total tourist spend’ in South Africa.
Felicia has already set out to achieve this goal in the way that she knows best, and that is talking. Apart from addressing various groups across the US, Felicia plans to do a Town Hall tour across America later in the year, where she hopes “to get Americans talking about South Africa because if they begin to talk about South Africa, we can get them to go to South Africa.”
On a much bigger scale, and in conjunction with South African Tourism, Felicia will be launching a new television talk show, Conversations with Felicia, on the Africa Channel. This new, upbeat show focuses on role models in Africa and internationally. “Conversations with Felicia is about celebrating successful role models who will help in changing misperceptions about Africa,” says Felicia. It will also sample the sights, styles and music of modern Africa, and host acclaimed guests like Danny Glover, Miriam Makeba, Hugh Masekela, Bruce Wilkinson, and others.
“If you are easy on yourself, life will be hard, and if you are hard on yourself, life will be easy.” – wise words from Felicia’s grandfather, Ben Mabuza
Felicia also continues to educate through her writing, and her second book, Dare to Win, follows the genre of her autobiography, Dare to Dream, an inspirational story of a “girl from the dusty, daring and dangerous streets of Soweto who dared to dream.”
Her dream, Felicia says, as a girl growing up in the dusty streets of Soweto, “was to have alphabets behind my name.” Today, she holds several degrees, including a PhD in communications from the University of Berkley. She has achieved the fame she rightfully deserves, and the admiration of her peers. But more than all of this, she remains humble and loyal to her country and its people.
Keep on dreaming Felicia; your dreams make us proud!
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