As Tourism Month ends, the spotlight shifts to the people on the ground, whose mission is not just to provide a good time, but to create lifelong memories of places and experiences.
From Soweto to the Durban Beachfront, or São Paulo to Praia do Bilene, tour operator Victor Sibeko is the man on the ground, in more ways than one.
With 31 years in the travel industry, Sibeko founded BuhleBethu Travel and Tours. He also serves as chairperson of the Gauteng Tour Operators Association.
“In 2010, I decided to jump ship from the corporate world and dedicate my full attention to the travel business. This was driven by the significant growth and opportunities I was seeing within the tourism industry. It was a major career decision, but one that has allowed me to grow not only a tourism business, but also a passion for creating meaningful travel experiences for people,” Sibeko said.
His first-hand experience in the industry, Sibeko admits, has evolved incredibly over the years. He added that one of the biggest shifts has been the move from simply selling destinations and travel packages to creating and selling experiences.
Also read: International and domestic arrivals lift Durban tourism
“Creativity, variety, technology and innovation have transformed the industry, making it both more exciting and, in many ways, more challenging. I have always believed that tourism is fundamentally about storytelling – both verbally and visually. We are not simply selling a trip from one place to another. We are selling an experience that should last a lifetime and, ideally, leave our clients wanting to explore and experience even more.
“For me, there is no reason why a client or guest should return home the same person who left. Travel should bring about experience, change, refreshment and refurbishment of the body, mind and soul.”
Although he has seen the world and touched the skies, Sibeko’s all-time favourite destinations remains a tricky one.
All-time favourite destination
“That is a difficult question because South Africa is literally a world in one country. Every destination offers a different experience, atmosphere and feeling.
“Locally, the Garden Route features very prominently in my travels, followed by the spectacular Panorama Route in Mpumalanga and, of course, the majestic Drakensberg. Each of these destinations offers something completely different for guests, which is precisely what makes South Africa such an extraordinary tourism destination.
“Internationally, it depends very much on the experience I am looking for. Mauritius is high on the list for relaxation, beautiful surroundings, and great golf. Zanzibar gives that rustic, authentic touch and taste of Africa. Then there is the Caribbean – oh my goodness! – Sometimes words simply aren’t enough to describe the experience.
“And then there is Phuket, which I associate with excitement, adventure, fun and a completely different kind of energy. So, perhaps I don’t have one single favourite destination. My favourite destination is the one that delivers the experience I am looking for at that particular moment, and the satisfaction my guests walk away with.”
Also read: Tourism advocate optimistic about Durban’s global ranking
He believes travel is one of life’s best teaches, saying, “To travel is to gain new experiences, new perspectives and new insights. You see how other countries and cultures live, work, celebrate, eat, worship and interact. In doing so, you begin to understand that the world is much bigger and much more diverse than the environment in which you live.
“I also believe that travelling is extremely therapeutic. Sometimes you need to step away from your everyday environment to breathe, reflect, recharge and see life from a different perspective”
What does it take to be an excellent tour operator?
“Being an excellent tour operator comes with a huge responsibility. It requires extensive knowledge of the tourism industry and the destinations, strong organisational and co-ordination skills, attention to detail, excellent negotiation abilities and, importantly, the ability to build and maintain good relationships with suppliers, partners and clients.
“You must be able to negotiate great value and great deals for your clients while ensuring that the experience delivered matches and hopefully exceeds their expectations.
“For me personally, being a tour operator is also about being a great host. You need people skills, hospitality, patience, empathy and the ability to communicate effectively with people from different backgrounds and cultures.
“Ultimately, an excellent tour operator must understand that you are responsible for somebody else’s memories. That is a responsibility I never take lightly.”
Sibeko signs off, “Tourism never stands still, and neither do I.”
For more from Berea Mail, follow us on Facebook, X and Instagram. You can also check out our videos on our YouTube channel or follow us on TikTok.
Click to subscribe to our newsletter – here
