Abstract
Orientation: This article drew from an interpretivist research orientation.
Research purpose: This study aimed at contextualising domestic tourism as a strategic tool
with which the tourism sector can recover from coronavirus disease 2019 (COVID-19) in
South Africa.
Motivation for the study: The impact of COVID-19 on the economy, and tourism in particular,
has been devastating in South Africa. Given the historical overreliance on international tourism
receipts, the importance of domestic tourism was highlighted during the reduced lockdown
levels. This study was therefore motivated by the potential of this market to offset some of the
losses to international tourism in times of uncertainty.
Research design, approach and method: This study involved a qualitative research design
where in-depth, semistructured interviews were conducted with purposefully selected key
resource stakeholders (n = 20) in domestic tourism. These interviews were recorded, transcribed
verbatim and thematically analysed.
Main findings: The study found that the stakeholders were satisfied with how the government
initially dealt with the pandemic, although they were very critical of the lack of communication.
Additionally, they noted that domestic tourism is an important springboard for recovery in the
country but only if effective collaboration between the private and public sectors is enhanced.
Practical/managerial implications: Recommendations are made for more communication
amongst stakeholders, which in turn will result in better collaborations and ultimately achieving
effective use of domestic tourism as a cornerstone for further development and recovery.
Contribution/value-add: This study makes a modest contribution to tourism research,
especially in the face of external shocks such as that of the COVID-19 pandemic.