The aim of this report is to prepare a discussion document that can be used for engagements with stakeholders so that a National CCI Export Strategy can be drafted for South Africa.
South Africa has a rich and diverse cultural heritage and has produced many gifted artists. Culture, besides its immense non-material significance, is a valuable economic asset and can be exploited to the benefit of all South Africans. Many artists have become internationally successful and contribute to South Africa’s export earnings. South Africa’s exports are not meeting the targets set out South Africa’s strategic plans and clearly there is an imperative that exports, including the export of CCIs, must increase.
Global trade in CCI is growing rapidly. The global market for creative goods more than doubled between 2002 and 2015. South Africa, trade is very small relative to total CCI trade and there is therefore a potential to increase. Trade in general contributes to economic growth and development, while the trade in CCIs is also linked to economic development but is at the nexus between creativity and globalisation. Trade in CCIs will also project a positive international image of South Africa that could encourage investment in other sectors of the economy.
While the export promotion of CCIs is important, it is probably more important to ensure that none of South Africa’s heritage is lost while promoting exports. Unique heritage artefacts be retained in South Africa. These unique heritage artefacts and important heritage sites should be used to attract both domestic and international cultural tourists. Although cultural tourism is not a traditional export, it is a service export it should also be promoted.
International Best practice points out that it is important to recognise that enterprises themselves are responsible for developing their own businesses and exporting and that government can only play a facilitating role.
South Africa has a number of strategies, policies, institutions and instruments that are focused on promoting exports in general. Some of these institutions are directed at specific sectors, while other target geographic areas. This report identifies these and indicates where and how a South African CCI export strategy can use these without duplicating or developing new strategies policies institutions and instruments.
The focus should be on the retention and growth of existing CCI exporters. This is the most efficient route to growing exports, since these categories of exporters already have the necessary experience and capacity to export. However, it is also important to grow the export base and to develop new exporters.
Export Councils are already a factor South Africa’s export promotion landscape and CCI Export Councils should be established to implement a range of support measures that will encourage exporters and facilitate exporting. Export councils together with The Department of Sports Arts and Culture and other stakeholders can facilitate the implementation of online assessment tools, presentation of export awareness workshops, develop and undertake various forms of export training, develop a CCI export website, make export publications, pamphlets and other literature available to exporters, organise and host webinars, recognise export achievement and present export awards, provide input into South Africa’s trade policy by highlighting issues faced by CCI exporters, include trade promotion activities together with cultural diplomacy in general and Cultural Seasons in particular. These could include trade missions and exhibitions.
A database of CCI manufacturers and service providers is necessary and an indication of those enterprises that are able to export is also necessary.
Tools, including the exporter assessment tools, such as the market prioritisation (the gravity model) should be developed by the South African Cultural Observatory and made available in the same way that the “Events Impact Calculator” is made available.
