Advanced Diploma in Tourism

Purpose:

The Advanced Diploma in Tourism aims to enhance the technical, practical and managerial knowledge and skills of learners in the field of tourism. In general, this qualification has been designed to develop a deep and systematic understanding of current thinking, practice, theory and methodology in tourism. It also aims to develop the ability of qualifying learners to identify, analyse, critically evaluate and respond appropriately to complex contextual and practice-related challenges in a volatile environment. This qualification is targeted primarily at those employed in a full-time capacity in the tourism sector, it will also require learners to address their learning needs in a self-directed manner. Upon completion of this qualification, learners will possess the requisite knowledge and skills that will enable them to perform managerial functions and responsibilities at an operational level in a wide variety of sectors within the tourism industry, inter alia, accommodation establishments, airlines, events and conferencing, tour guiding, travel and tours, recreation and leisure, casinos and gaming, theme parks, entertainment and sports, cruise liner companies, coaches and car rental services, and game reserves, theme parks and national parks. Typical jobs that learners would be able to occupy upon completion of this qualification include: Customer Service Managers, Reservations Managers, Front Office Managers, Guest Relation Managers, Tour Guiding Managers, Event and Conference Managers, Gaming Operations Managers, Travel and Tours Managers, Tourism Sales and Marketing Managers, Research Coordinators, Tourism Product Development Managers, Travel Consultants, Accommodation/Resort Managers, Tour Operators, Tourism Information Managers, Destination Marketing Managers, and Tourism Training Consultants.

Rationale:

Tourism is very important for the South African and global economy, in terms of direct and indirect employment and contribution to Gross domestic product (GDP). Moreover, tourism has a tremendous multiplier effect over other economic sectors, and the tourism sector in South Africa is forecast to grow even larger. Tourist arrivals to South Africa continue to grow every year, and its direct and indirect contribution to SA's gross domestic product (GDP) is approximately R323 billion annually, which constitutes approximately 9.5% of total GDP. In 2015, approximately 1 551 500 people in South Africa were employed in the Tourism and Travel sector, and by 2025, this sector is expected to employ approximately 2 028 000 people, representing an increase of 2.7% p.a. over the period (WTTC 2014). If tourism is to reach its full potential in terms of contributing to socio-economic development, job creation and business opportunities, an adequately skilled workforce is imperative. Moreover, a report compiled by the Tourism and Travel Chamber (Tourism and Travel Services Guide 2014:41) identified the need for education and training to address the growing demand for entry level, junior and middle level employees in the tourism and travel sector. In this regard, the Advanced Diploma in Tourism is designed to provide learners with the requisite knowledge and skills that will enable them to occupy managerial positions within the tourism and travel sector. According to the National Development Plan (NDP), not only is education the critical enabler for economic development and growth in South Africa, but it also defines learners' identities; enables them to take control of their lives and raise healthy families, and plays a meaningful role in the broader development of society. In the above regard, this qualification will meet the growing needs of the tourism industry to produce knowledgeable and skilled employees, as well as contribute to the economic development and growth of the country. This qualification has been developed with a view to providing learners with an opportunity for vertical articulation, and, upon completion, qualifying learners will be able to articulate into cognate National Qualifications Framework (NQF) Level 8 qualifications, more especially, the Postgraduate Diploma in Hospitality and Tourism. In the above regard, this qualification aims to contribute to the personal development and growth of a learner by providing them with an opportunity to enhance their qualifications and provide them with the requisite knowledge and skills required for managerial positions within the tourism sector, or start their own tourism enterprises.