AI is transforming Tshwane's tourism industry
The unveiling of a WhatsApp chatbot, a new Artificial Intelligence-powered concierge designed by four visionary hoteliers, was at the heart of the annual general meeting of the Tshwane Tourism Association held on June 19 in Pretoria.
'Four hotel experts designed the chatbot for the hospitality industry to transform hospitality industry communication,' said chairperson Susan Marais.
She explained the purpose was to bridge communication gaps, soften the formality of traditional reception, and offer guests 24-hour concierge service.
According to her, the chatbot promises a sense of belonging, smoother guest experiences, and easier marketing by sending targeted emails and follow-ups, with early trials showing excellent feedback rates from WhatsApp interactions.
Marais emphasised that AI could take a business in the hospitality industry to the next level.
She sees the chatbot as not only a service enhancement but a strategic tool: 'It's a faster, friendlier way to reach guests, keep them informed, and give them that feeling of home'.
Looking ahead to 2026, the association is mapping out an outstanding year with several aims, like strengthening safety structures, building on its existing Memorandum of Understanding with the metro and metro police to ensure tourists feel safe at all times.
Marais is also looking towards leading the association to expand the grading of establishments to raise the benchmark across accommodation providers. This will support township tourism by spotlighting local cultural experiences and township-led tourism routes, and develop an urban heritage circuit.
'We want to design walkable and guided historic city routes with storytelling flair as well as improve connectivity and transport, forging partnerships with public and private transport players for better links between hotels, attractions, and transit hubs.'
She noted that most of these initiatives are 'pretty well on track'.
She stressed the importance of keeping hospitality training accessible. 'After Covid-19, training has become a luxury, but our focus must remain on this important aspect.'
The year kicked off with the association's showcase event at the CSIR International Convention Centre, drawing 60 exhibitors and over 400 visitors.
'Old friendships were renewed, and new relationships and collaborations were forged,' said Marais.
To her, the annual Official Tshwane Guide was a standout promotional tool in the past year. Over 6 000 copies were distributed in key airports, hotels, and lodges, helping tourists easily discover what Tshwane offers.
The association is gearing up for its 25th anniversary edition of the guide in 2026.
Marais explained the association tapped into university campuses to encourage tourism careers over the past year.
'We spoke to university students to get more students to study in the hospitality industry,' she said. 'This initiative supports long-term workforce development in Tshwane's tourism ecosystem.'
In the past year, the association also strengthened its reach by networking with other tourism bodies across South Africa, and maintained safety sessions with the metro police and the service provider of a Tshwane safety app. She underlined these partnerships, noting that resident and visitor safety is critical and continuously improving.
Reflecting on the year's successes and looking forward, she said: 'I cannot help but look back at the past 12 months as an absolute whirlwind. We cannot wait to share many of these new initiatives with our members throughout the year to come.'
The Tshwane Tourism Awards 2025, scheduled for August 16 at Batter Boys Village, will recognise excellence across hospitality, events, sustainability, and innovation.
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