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JEREMY MAGGS: Now let’s transition from agriculture to tourism. This Easter weekend, Limpopo is preparing for a significant influx of visitors—not due to rain, but because of a wave of people. Over 1.5 million pilgrims are making their way to churches and religious sites across the province, alongside numerous others engaged in football matches, marathons, and music festivals.

According to the Limpopo Tourism Agency, all necessary preparations have been made to accommodate the influx of guests, supported by new infrastructure and marketing campaigns aimed at turning short spiritual visits into extended tourism experiences.

However, as accommodations fill up and activities abound, critical issues still exist. Is Limpopo genuinely prepared for such a large influx? Can the current infrastructure and emergency services provide adequate support? Furthermore, are local communities genuinely benefiting, or is it simply enhancing the area’s visual appeal?

Joining us now is Moses Ngobeni, the CEO of the Limpopo Tourism Agency. Mr. Ngobeni, welcome! Can you clarify if the province is stretching itself too thin with this Easter tourism surge, or are you equipped to handle this volume?

MOSES NGOBENI: Thank you, Jeremy, and to our listeners. Absolutely, as a province, we are well-prepared. In fact, this is an event we’ve looked forward to for quite some time. As Easter approaches, we prepare the industry, because these are the individuals who will be welcoming our visitors.

Just yesterday, the MEC for the Department of Economic Development, Environment and Tourism [Tshitereke Matibe] inaugurated a new lodge at Nylsvlei Nature Reserve, one of the internationally recognized Ramsar sites. That’s part of our accommodation strategies.

Moreover, we have collaborated with all tourist attractions, tour operators, and guides. These are the folks that enable us to confidently declare that Easter has arrived, so we must ensure we are ready to handle it as a province. We are prepared, Jeremy.

JEREMY MAGGS: However, logistics will always present challenges. I’m considering elements such as roads, hospitals, and overall safety systems. 1.5 million people over four days is a substantial number. Do you have established strategies to manage traffic congestion and emergency responses, particularly in pilgrimage areas?

MOSES NGOBENI: Absolutely. Regarding the pilgrimage, the Department of Transport and Community Safety is well-prepared. They have deployed traffic officials at crucial junctions along the N1 and other routes from Vhembe and Mopani Districts leading into Polokwane, to ensure smooth traffic flow and minimize congestion.

Of course, we also expect many people returning from Gauteng. As a province, we host a large number of our residents coming back from Gauteng.

Additionally, for travelers heading to their destinations, we are conveniently located near Gauteng. That’s why many individuals seeking a weekend escape choose Limpopo for its accessibility. For instance, the Waterberg area is less than an hour from Pretoria, providing visitors with ample options.

JEREMY MAGGS: That sounds promising, but how do you ensure that local businesses, smaller enterprises, and wider communities benefit—not just from a major event, but economically and sustainably from the influx you’ve indicated?

MOSES NGOBENI: We have made our events strategy within the MICE [meetings, incentives, conferences, and exhibitions] framework a priority. We are engaging all local vendors, especially those focused on general trading and selling fruits. During this period, visitors must leave with citrus fruits that thrive in Limpopo—no need to buy them at the Joburg market.

We encourage these vendors to take advantage of the peak periods like Easter and major events, such as this weekend’s pilgrimage. These entrepreneurs are prepared.

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Furthermore, in the communities surrounding the two ZCC [Zion Christian Church] churches, we have coordinated with locals to offer their homes for camping, including basic facilities and ablution services. This provides them with a chance to earn income while offering a safer option for visitors compared to roadside parking.

JEREMY MAGGS: I’m interested in the idea of transforming pilgrims into leisure tourists. Is this a viable approach, or merely a strategic marketing initiative from your agency?

MOSES NGOBENI: [Chuckle] Jeremy, this is certainly not a marketing ploy; it is entirely plausible. We have devised effective strategies. If you check our website, you’ll find that as part of this Easter initiative, we’ve put together affordable offerings and suggestions for exploration.

We’ve also created a calendar of events happening throughout the province, allowing those traveling to or from the pilgrimage to easily access these attractions.

We are working with a team at Kranskop, who are distributing pamphlets outlining the organized activities. This way, if visitors wish to explore before or after the pilgrimage, they have those options available.

Moreover, we are raising awareness about attractions located just behind the ZCC within the escarpment. For example, the ‘foefie’ slides near Magoebaskloof are less than 30 km away from the two main churches. These are some initiatives we are engaging in, Jeremy, to convert pilgrims into tourists.

JEREMY MAGGS: What are the anticipated financial benefits for the province over the next four days?

MOSES NGOBENI: We will evaluate that as well. After each major event, we conduct a thorough analysis. Last year, even in a recovery phase, both churches were operational and attracted significant crowds. During that weekend alone, we generated over R50 million in trade, and we anticipate even higher numbers this time around.

JEREMY MAGGS: Moses Ngobeni, thank you very much, and best of luck. He’s the CEO of the Limpopo Tourism Agency.

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