Tourism seeks a more positive role in sustainable

The world's largest tourism fair ITB Berlin is on. One of the growing trends in this industry is corporate social responsibility. But more steps need to be taken for tourism to lastingly benefit developing countries. Africa is becoming increasingly popular as a tourist destination. Figures by the UN World Tourism Organization show the continent will show an average growth rate in tourism of over five percent per year by 2020. But Burghard Rauschelbach, head of the tourism and development program at the German Association for Technical Cooperation GTZ, said that such figures do not accurately reflect the realities of tourism in every African country. "Tourism activity for sub-Saharan Africa increased, but it's a matter of the destination and country," Rauschelbach told Deutsche Welle.Gambia, Senegal, the Seychelles and Swaziland saw a decrease in visitors, for example. On the other hand, tourism increased in South Africa, which captures about one-third of the 30 million visitors annually to sub-Saharan Africa.   Rauschelbach said South Africa's popularity was due its "variety for different target groups." The country offered safaris, adventure, cultural and beach holidays, as well as ecotourism.  Countries do not always benefit  It is not a coincidence that sub-Saharan Africa's most developed country also happens to be the leading tourist destination. The industry adds billions of dollars to the South African economy. It is expected to make up about 12 percent of the country's GDP by the time the World Cup in soccer kicks off there in June.  But even though tourism may boost economies, it has not always been beneficial to overall development. In large numbers, tourists can overwhelm local culture and traditions. Locals may not benefit much when the working conditions are bad, Rauschelbach said. More diversity in the products and services that are offered was needed in order for tourism to contribute to development. TourismWatch, an NGO affiliated to the Protestant Church's Development Service EED, studies the effects of tourism on development. Its head Heinz Fuchs said that tour operators should incorporate corporate social responsibility (CSR) in their concepts, that is companies integrating social and environmental concerns in their business operations. This would allow tourism to contribute to progress in poor countries, Fuchs told Deutsche Welle. This trend is one focus at the tourism fair ITB Berlin, taking place in the German capital this week. A CSR day is being held on Thursday.