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Tourism promoters are quick to talk up the economic benefits of the industry, citing its 8.9% contribution to the country’s GDP, but if Africa’s Travel Indaba was to try to pick the least commercial stand from its more than 1 000 exhibitors, the Bushman Heritage Museum would be one of the frontrunners.
The museum slash gallery-studio opened to the public in late November in Nieu-Bethesda, a town in the Karoo in the Eastern Cape best known for the Owl House, a fantastical creation by the late artist Helen Martins.
The museum seeks to celebrate the ancient hunter-gather people by bringing their stories to life through contemporary art. The artists manning the museum’s modest stand in Durban this week had little in the way of visual spectacle to promote their cause – a table, some stools and a pile of brochures. Instead of pomp and ceremony, they relied on a unique pitch.
Sandra Sweers is one of the 12 artists who run the museum as a collective. Her eyes lit up as she recounted the ancient Bushman myth of how the meerkats cut up mantis-god /Kaggen’s pet eland and how he pierced a gallbladder releasing darkness before throwing one of his shoes into the sky, making the moon.
It did not get much more esoteric than this at a trade show heavily geared towards doing deals as it put more than 1 500 travel agents, itinerary planners and packagers in touch with product providers.
On the other hand, there was method to the museum team’s myth-magic presentation.
The theme for the indaba this year was Africa’s stories, your success.
In his opening speech at the indaba, Derek Hanekom, the ebullient minister of tourism, said: “Your success re-emphasises the importance of telling our own stories and showcasing our successes. Too often, the real stories of Africa are not told and not heard.”
It was a recurring theme among speakers and delegates, who said that it was vital to be able to differentiate yourself from the competition and connect with tourists on a personal level in a global market.
Ursula Brown, the owner of tourism information hub Cape Info SA and a tour guide specialising in Nelson Mandela, Mahatma Gandhi and their links to Pietermaritzburg in KwaZulu-Natal, said that, to succeed in the industry, it was necessary to “concentrate on what cannot be copied or duplicated anywhere else in the world”.
“People say we have wonderful waterfalls,” she said. Picking an example, she said: “News flash: The US has Niagara Falls [on the border of Canada]. We need to concentrate on what we have that is unique and sell it stukkend.”
Back at the Bushman Museum stand, the artists were using their enthusiasm for the subject and natural charm to do just that. Gerald Mei, one of the artists, said their gallery included tapestries and lithographic prints – contemporary artworks that depicted the ancient Bushman stories, rather than the usual recreations of Bushman rock art.
“We are joining the ancient and current; we are trying to bring the myths alive,” Mei said.
A museum shop sold smaller versions of the works to visitors, including lithos, charcoal drawings and textiles.
Sweers said the artists and, increasingly, members of their community in Nieu-Bethesda, were discovering a pride in their Bushman or Boesman heritage – a term that is still considered by many to be derogatory.
She said visitors from all backgrounds related to Bushman stories, adding that there were few South Africans of any race who did not have a little of the ancient people’s DNA in their blood.
Sweers said a tour of the gallery usually included visits to the artists’ studios and the group would usually sing for their guests.
“We all sing well. We sing in harmony. We make them cry; people feel emotional,” said Sweers.
She said the artists were making a living and helping their community.
The travel indaba looked like it may bear fruit.
“We had some successful meetings. It’s very promising. What we really want is for visitors to come,” she said.
Now there’s an African story worth hearing.
