Islamic Tourism in South Africa: An Emerging Market Approach

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Author(s): M. Noor Davids (Cape Peninsula University of Technology, South Africa)
Copyright: 2015
Pages: 21
Source title: Emerging Research on Islamic Marketing and Tourism in the Global Economy
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK & Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE & Tanta University, Egypt)
DOI: 10.4018/978-1-4666-6272-8.ch011

Keywords: Business & Management / Business Science Reference / Global Business / Hospitality, Travel, and Tourism Management

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Abstract

New economic opportunities emerged during the post-apartheid period in South Africa. Tourism was one sector that presented untapped potential to its citizens and the global community. This sector became one of the key generators of economic activity, and “halal tourism,” also referred to as Islamic tourism, developed as part of this emerging market. Research in Islamic tourism is still in its infancy, but due to the historical presence of Muslims, Islamic culture has always been regarded as an integral part of the South African cultural heritage. Evidence that Islamic tourism is an emerging sector is the recently convened conference on “halal tourism” in South Africa. Islamic tourism cannot be understood without an appreciation of the history of Muslims in South Africa. Since their arrival as political exiles and slaves beginning in 1652, Muslims struggled against colonialism and oppression, and today, their vibrancy is visible in the cultural, social, and economic landscape of South African society. The critical question that informs this chapter is, What is the potential of Islamic tourism in South Africa? Through a theoretical lens, tourism is viewed from a postmodern perspective that critiques the dominant homogenous views of Islam and Muslims. While Muslim culture evolved over time, it changed into a hybrid of cultural and religious confluences shaped by internal and external forces. Muslim culture consequently forms a significant component of the national heritage and is an integral part of the tourism industry. This chapter locates the manifestation of Islam in the context of tourism, arguing for its viability as a significant component of an emerging global Islamic tourism market.

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Islamic Tourism in South Africa: An Emerging Market Approach

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