Digital skills can speed up recovery in South Africa’s jobs rich tourism sector

SAs travel and tourism has a heavy weight to carry.

Given the country’s abundant natural beauty, the sector has traditionally been a vital cog in SA’s economic growth engine, and it is now expected to drive the country’s economic recovery. According to the World Travel and Tourism Council’s economic impact report, the sector is expected to grow at an annual rate above 7% over the next decade, far outpacing SA’s overall economic growth rate and is also expected to create more than 800,000 jobs to reach more than 1.9-million by 2032.

However, the sector is still struggling to recover from the impact of Covid-19, which shuttered many hotels and had an outsized negative impact on small business owners in tourism and hospitality. Despite support from the government and financial institutions in a bid to keep these businesses afloat during the pandemic, it is expected the tourism sector will take time to rebalance, with a multiyear recovery to 2019 levels.

In addition, Covid-19 radically changed consumer behaviour. Digital connectivity and transformation accelerated rapidly during the pandemic due to successive lockdowns in many countries. Even prior to Covid-19, tourism services were gravitating to a digital-first model, with technology-driven platforms such as AirBnB and Booking.com, among others, changing the structure of the industry by altering barriers to entry, facilitating price comparisons and transforming distribution channels through the internet.

As a result, digital skills such as online marketing and communication, social media management and data analytics are becoming increasingly important to the sector and its employees. However, there is a significant gap in SA between supply and demand for current and future skill levels in these skills.

For small businesses, particularly, to capitalise on and help drive the promise tourism and hospitality holds, they first must be in the game. This means having a website, with tagged content, to be visible, connecting to and integrating their systems with booking aggregator sites, creating apps to improve the user experience of travellers, managing logistics, ensuring cybersecurity and data protection and analysing customer behaviour to maximise return visits and traveller satisfaction.

Given the acceleration in the use of and demand for digital skills, small businesses increasingly need the same digital skills as, for example a multinational professional services firm – but on a fraction of a budget. The tourism industry can collaborate with small operators to create shared solutions to this challenge.

But the primary issue remains the shortage of digital skills in SA. By equipping young South Africans with digital literacy, coding, data analysis and other technical competencies, SA can enhance their employability, promote entrepreneurship and unlock the potential of the sector in an increasingly digital world. Developing this pipeline of digital skills is essential to creating new job opportunities and boosting economic growth and competitiveness.

As a not-for-profit company mandated to develop and manage a national digital skills strategy, The Collective X believes a collaborate approach to this challenge is essential to radically boosting the supply of quality digital skills in the economy and increasing employment opportunities for the country’s unemployed youth.

The Collective X is part of an initiative being driven by Business Unity SA and Business Leadership SA , in partnership with the government, to explore opportunities within the private sector to significantly scale employment for excluded youth, even within the context of constrained economic growth.

Over the past 36 months, we have mobilised operators to support this objective in several of SA’s key economic sectors, while collaborating with the government through the inter-departmental coordinating committee for digital skills to unblock the barriers to developing the digital skills SA so urgently needs. 

We aim to transform SA’s digital landscape and bridge the gap between the supply and demand of digital skills through a national partner network of digital skills training providers, employers seeking digital skills, policymakers, technology vendors and education providers. The goal is to deliver the right training at the right time for the right price, to impact SA’s future in the right way.

The use of digital technology is one of the key strategies tourism and hospitality can leverage to speed the revitalisation of the sector. Despite the pandemic, small businesses in this sector can recover and thrive if they build resilience, adapt to the new normal and position themselves for success in a digital future.

This article was written by Andy Searle. It was published in the Sowetan

 📷 by Cristina Villar Martin

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PHYLLIS RAPHADU

Project Officer

Phyllis is a Project Officer at Collective X, bringing over 15 years of experience in finance, administration, and project coordination in the non-profit sector. She supports implementation across high-impact projects, drawing on her expertise in monitoring and evaluation, evidence verification, and due diligence to help drive measurable outcomes. Phyllis holds a Diploma in Public Finance and Accounting from Tshwane University of Technology and a certificate in Measuring and Improving Business Performance from Cornell University.

OAGENG MPIPI

In-House Counsel

Oageng is the In-House Counsel at Collective X, responsible for legal advisory, contract negotiation, and regulatory compliance. He plays a key role in strengthening governance and enabling scalable, compliant solutions across the digital skills ecosystem. Admitted as an Advocate of the High Court of South Africa in 2020, Oageng brings experience in corporate law, civil litigation, and risk management across both the private and non-profit sectors. He holds a Master’s of Law from Utrecht University and a Bachelor of Law from the University of Pretoria.

FADZAI RUGODHO

Financial Accountant

Fadzai is a Financial Accountant at Collective X, bringing extensive experience in accounting and finance across a range of sectors. She is a Chartered Global Management Accountant (CGMA) and a member of the Chartered Institute of Management Accountants (CIMA).

TEBOGO MAHLANYA

Project Officer

Tebogo is a Project Officer at Collective X with 15 years of experience in project finance and coordination across non-profits and public companies. Her expertise spans project planning and implementation, monitoring and evaluation, evidence verification, and financial reporting. She holds a Diploma in Accounting and is currently pursuing a Bachelor of Commerce in Management Accounting through the University of South Africa.

NSIKA MUTASA

Executive: Digital Skills Impact Fund

Nsika brings over 17 years of experience in financial services, with a focus on corporate and development finance, business strategy, and insurance. He has worked with leading institutions, building a strong track record in both commercial and impact-driven environments. He holds a Master of Philosophy in Development Finance from Stellenbosch Business School and a Bachelor of Business Science Honours in Actuarial Science from the University of Cape Town. At Collective X, Nsika draws on this expertise to support our innovative financing models that enable scale and sustainability.

KIM BARNS

Executive: Business Partnerships

Kim is the Executive of Business Partnerships at Collective X, leading market enablement and sector collaboration to drive employment demand for entry-level ICT talent. With over a decade of experience in economic development and social innovation, she has collaborated with SMEs, entrepreneurs, and multinationals to unlock sustainable growth and impact. Kim holds an MBA from GIBS Business School and Bocconi University, and a BA in Culture and Communications from the University of KwaZulu-Natal.

LINDA PETER

Executive: Public Sector Partnerships

Linda is a strategic development professional with experience across both the public and private sectors. With a background in economic development, auditing, and public sector funding, she brings a unique ability to bridge government and business priorities. Her expertise spans financial inclusion, stakeholder engagement, and cross-sector partnerships, with a strong track record in managing international collaboration programmes. At Collective X, Linda focuses on strengthening public sector partnerships to support scalable, systems-level change.

ALEXIA NELL

Programme Administrator

As the youngest member of Collective X, Alexia brings a fresh perspective and strong initiative to her role as Programme Administrator. She joined as an intern in early 2024 after matriculating with five distinctions and quickly proved her value through her work in marketing and communications. While interning, Alexia completed a project management course through the University of Cape Town, demonstrating a clear commitment to learning and growth. Now a permanent member of the organisation, she supports implementation across multiple high-impact projects in the Programme Management Office.

MELISSA ANDREWS

Head: Client Implementation

Melissa is the Head of Client Implementation at Collective X, dedicated to fostering partnerships that drive meaningful change. She brings over a decade of expertise in strategic information, stakeholder relations and digital transformation. With extensive experience collaborating with government, donors, and local organisations, she has led impactful initiatives across public health and digital sectors. Melissa holds a PhD in Child and Family Studies from the University of the Western Cape and certifications in digital transformation and health management.

ROB URQUHART

Executive: Monitoring, Evaluation Reporting & Learning

Rob leads the impact and evaluation portfolio at The Collective X. With experience spanning research, impact, and evaluation roles at Click Learning and Harambee, Rob brings a deep understanding of social impact and workforce development. He also has a background in management consulting, supporting initiatives both in South Africa and internationally. Rob holds an MA and an MBA from the University of Witwatersrand.

Ziaad Suleman

Chief Executive Officer, Cassava Technologies

Ziaad Suleman is the Chief Executive Officer of Cassava Technologies for South Africa and Botswana. With over two decades of experience in the technology industry, he has held senior executive roles at leading organisations, including IBM, where he served as Chief Operating Officer for Southern Africa, and iOCO Technology (formerly EOH), where he was Group Chief Commercial Officer and an executive committee member.

Ziaad is a recognised voice in shaping South Africa’s digital economy. He currently serves as the South African Chair for 4IR on BRICS+, is a member of the ICT 4IR Public Private Growth Initiative (PPGI), and sits on the board of the Southern Africa Philanthropy Foundation. He brings strategic leadership and a deep commitment to inclusive digital transformation to his role as a non-executive director of Collective X.

Ziaad holds an undergraduate and honours degree in Law (with distinction) from the University of Natal and an MDP in Business Management (with distinction) from GIBS Business School. He matriculated from St John’s College in Johannesburg.

Vukani Mngxati

CEO, Accenture Africa

Vukani is the CEO of Accenture Africa, a role that showcases his extensive consulting experience and deep understanding of local markets on the continent. He has dedicated over two decades to leveraging his technical expertise and business acumen to deliver impactful digital solutions for both public and private sector clients. 

In 2019, Vukani was appointed Commissioner for the Presidential Commission on the 4th Industrial Revolution. This role underscores his commitment to advancing digital technologies.

Vukani is deeply invested in assisting clients to achieve the agility needed to thrive in today’s fast-paced environment. He is a strong advocate for the adoption of emerging digital technologies, believing that these are not just tools for improving service delivery and financial performance but also pivotal in nation-building across the African continent. 

He holds a BCom degree in Business Information Systems and Accounting from the University of KwaZulu-Natal.

Pieter de Villiers

Co-founder and CEO, Clickatell

Pieter is the co-founder and CEO of Clickatell, a frontrunner in the chat commerce space and the first African company to receive backing from American venture capital firm Sequoia Capital. Under Pieter’s leadership, Clickatell has flourished into a global company with operations spanning multiple continents. 

Pieter has over 23 years of experience in global telecoms, mobile messaging, and mobile payments, 10 of which he spent in Silicon Valley. Apart from his corporate achievements, Pieter is deeply invested in fostering entrepreneurship as a catalyst for economic and job growth. He is a business mentor for Endeavour and the founder and chairman of SiMODiSA, an organisation focused on accelerating start-up success for South African entrepreneurs. He is also committed to enhancing digital skills in Africa, which he views as a more significant opportunity than mining or agriculture. 

Pieter has been recognised for his exceptional leadership and contributions to the mobile industry by numerous industry organisations and publications, including Global Technology Business (GTB), which named him one of its “top 40 under 40” executives in 2011, and the San Jose Business Journal, which awarded him its Social Economic Impact Award in 2012. 

Nicola Galombik

Executive Director, Yellowwoods Holdings

Nicola is a business leader and social innovator, driving multi-sector partnerships for systems change and inclusive economic participation.

As Executive Director of Yellowwoods Holdings she leads the investment group’s efforts to drive inclusive and sustainable growth through, and with, its portfolio of businesses. She also leads Yellowwoods’ social innovation hub, impact financing and grant-making. 

Under her leadership, Yellowwoods has incubated a portfolio of African social enterprises, including the Harambee Youth Employment Accelerator. Other impact focus areas include Impact Sourcing, Inclusive Carbon initiatives and Early Childhood Development.

She is currently active on numerous private sector and social sector boards, a member of the South African Presidential and Ministerial advisory on youth employment and digital skills, and a member of the advisory board of the Africa Leadership Group, the Aspen Global Leadership Network, and a McNulty Prize laureate. She won the Skoll Award in 2019 and the World Economic Forum/Schwab Foundation award for Corporate Social Intrapreneurship in 2020.

Nicola was a Fulbright Scholar and holds a bachelor’s degree in Film, Politics and Psychology from Wits University and a master’s degree in Cinema and Media Studies from New York University. She has also completed the  Leadership for Systems Change programme at Harvard.

Evan Jones

CEO, The Collective X

Evan is CEO and board member of Collective X, leading South Africa’s national digital skills strategy to transform youth training and employment for digital careers. Under his leadership, the organisation pursues its bold mission to create 500,000 high-value digital jobs for marginalised young South Africans by 2030. As coordinating intermediary of the national digital skills plan, Evan drives ecosystem-wide collaboration between government, training providers, and employers. He champions transforming skills financing, enabling market participation, and providing thought leadership. Evan positions Collective X at the centre of South Africa’s digital transformation, creating inclusive economic opportunities and meaningful change.

Mteto Nyati

Executive Chairman, BSG

Mteto is the Executive Chairman of BSG, a prominent consulting and technology company focused on strategy execution. He is the chairman of the board of The Collective X. His extensive leadership experience has included roles as Group Chief Executive of Altron, CEO of MTN South Africa, and Managing Director of Microsoft South Africa. He also served in various leadership positions at IBM over a 12-year tenure in South Africa and Europe. Mteto’s exceptional leadership has garnered recognition, winning the EY World Entrepreneur Award Southern Africa in 2021 and CNBC Africa’s All Africa Business Leaders Awards’ Business Leader of the Year in 2019.

Aside from corporate success, Mteto authored the best-selling autobiography “Betting on a Darkie,” recounting his journey from a shopkeeper’s son to a respected business leader. Committed to mentorship, he guides executives, CEOs, and emerging professionals. In 2021, the University of Johannesburg awarded him an honorary doctorate for his contributions to IT Management. Mteto, a World Fellow at Yale University in 2004, holds a BSc degree in Mechanical Engineering from the University of KwaZulu Natal, reflecting the technical foundation underpinning his business achievements.

Samantha Chetty

Samantha is the Finance Executive for Funder Management at The Collective X. She brings 28 years of financial expertise, with 17 years dedicated to non-profit organisations. She has extensive experience in managing national and international fund/grants, engaging with stakeholders across government and the private sector, and developing financial systems for complex funder reporting. Samantha is skilled in building and empowering both internal teams and external partners to achieve strategic objectives. She holds a Master’s in Business Administration from Regenesys Business School of South Africa.

Pontso Ntseuoa

Pontso is responsible for University Engagements at The Collective X, bringing over 20 years of diverse experience in both corporate and entrepreneurial settings. She has worked in a number of industries, including development funding, renewable energy, telecoms, and business consulting. Her previous roles include significant contributions at the Industrial Development Corporation and co-founding U-Network Telecoms (UNTEL). She holds a Masters in Digital Business and International Business and Entrepreneurship, amongst other qualifications.

Nkululeko Gama CA (SA)

As the Financial Accountant for The Collective X, Nkululeko plays a key role in maintaining the financial integrity and operational efficiency of the organisation. His responsibilities include assisting with the drafting of business cycle policies, handling various aspects of contracting, processing accounting transactions, reviewing accounting journals, and compiling management accounts. Nkululeko is a chartered accountant registered with SAICA.

Lebohang Mosikili

Office Manager

Lebo’s adept communication and problem-solving abilities are integral to the seamless coordination of the team. In the dynamic tech landscape, Lebo is the indispensable force behind the efficiency, and smooth-running, of Collective X’s operations.

Jennifer Kann

Head: Marketing & Communications

As the Head of Marketing and Communications for Collective X, Jennifer brings a wealth of experience from her 25-year career in the field. Beginning her journey as a journalist, she quickly transitioned into a corporate communications specialist. For the last 15 years, her focus has been dedicated to youth employment and related issues, highlighting her commitment to making a meaningful impact in this crucial area.

Hina Soni

Hina is the Programme Manager for The Collective X and plays a pivotal role in driving and enabling technology platforms for the mobilisation of organisation. Her focus extends to partnerships and solutions, which help bridge the digital skills gap and grow the talent pipeline in South Africa. With her qualifications and extensive experience in management consulting, she has worked across industries to deliver customer strategies and innovative technology platforms.

Fran Swart

As the head of Partnerships and Strategic Client Engagements at The Collective X, Fran is deeply invested in addressing unemployment in South Africa. Her role involves creating impactful solutions to bridge the digital skills gap in the country. Through her work, Fran has contributed to the establishment of a national digital skills initiative, coordinating efforts to deliver essential digital skills efficiently and effectively.

Dianne Woodward

Executive: Solution Design

With a Bachelor of Commerce degree and over 40 years of experience in human capital management and management consulting, Dianne serves as Executive for Solution Design at Collective X. She brings deep expertise in the social impact sector, particularly in addressing youth unemployment, where her innovative and practical approach has shaped solutions that unlock scale, sustainability, and measurable impact. Her work ensures the digital skills ecosystem can align and collectively drive more impactful and scalable solutions.

Deidre Samson

Head: Skills and Training Partnerships

Deidre is the Head of Skills and Training Partnerships for Collective X. She brings a rich background in corporate marketing, strategy and innovation, fostered through her experiences in private banking and at a leading multinational alcoholic beverage company. She is a member of several expert panels, including the United Nations Development Programme and Interpol, and also contributes as a faculty member at the University of Stellenbosch and the University of Free State’s MBA Programme.

Evan Jones

CEO, The Collective X

Evan is CEO and board member of Collective X, leading South Africa’s national digital skills strategy to transform youth training and employment for digital careers. Under his leadership, the organisation pursues its bold mission to create 500,000 high-value digital jobs for marginalised young South Africans by 2030. As coordinating intermediary of the national digital skills plan, Evan drives ecosystem-wide collaboration between government, training providers, and employers. He champions transforming skills financing, enabling market participation, and providing thought leadership. Evan positions Collective X at the centre of South Africa’s digital transformation, creating inclusive economic opportunities and meaningful change.

Charity Phakathi

Executive: Finance and Governance

Charity serves as the Executive of Finance and Governance for Collective X. Her responsibilities include overseeing Opex and Sustainability, Governance policies, Financial Modelling, Legal and Contracting, as well as preparing Annual Financial Statements for the entity. She has 30 years of experience in finance, primarily in the corporate and banking sectors. Charity is a Wits Alumni with various qualifications in Financial Accounting and Tax.

Andy Searle

Executive: Programme Management Office

Andy leads Collective X’s Programme Management Office, aligning delivery with the organisation’s mission to scale inclusive digital skills and unlock employment pathways. He orchestrates national programmes blending public and private investment, demonstrating innovative co-funding models for sustainable workforce development. Andy builds governance frameworks that give funders, employers, and government partners confidence in Collective X’s scalability and impact. Through strategic partnerships, he creates connected skills pipelines supporting South Africa’s digital economy. Andy champions the SFIA framework as a national benchmark, positioning Collective X as a catalyst for workforce quality and global competitiveness.

Tim Andrews

Head: Systems & Technology

Tim heads up systems and technology at The Collective X, leading initiatives to bridge the digital skills gaps in South Africa. He has worked in corporate finance and private equity and also founded a technology business, taking Google’s Enterprise and cloud solutions to market as a premier partner in South Africa. Tim holds an Honours degree in Investment Management from the University of Johannesburg.