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In response to the issue of inconsistent service levels in the tourism value chain, the goverment in 2008 came up with the draft Service Excellence Strategy. The National Service Excellence Strategy was a product of a very wide consultative process among stakeholders and involved an environmental scan of the tourism sector. The consultative process and environmental scan revealed that South Africa has a myriad of initiatives to boost service excellence but what was lacking was an integrated approach. The National Service Excellence Strategy was then developed to build on and integrate such initiatives to enhance service excellence throughout the sector. The vision of the National Tourism Service Excellence strategy is to build a service excellence culture in the tourism sector and value chain. The long-term goal is to establish South Africa as a globally competitive service economy and the world destination of choice in terms of providing excellent customer service. The short term goal of the Tourism Service Excellence Strategy is to provide a pleasant and unforgettable service experience to South Africa's visitors ,and to all other customers in the tourism value chain. The Strategy has five pillars namely:
- Research and Information;
- Upskilling Service Delivery;
- Public Awareness;
- Measuring and Monitoring Service Standards and
- Consumer Feedback Systems.
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