Prof Peet van der Merwe is a researcher in the unit Tourism Research in Economic Environs and Society (TREES) on the campus in Potchefstroom.

Trophy hunting is worth exceedingly more to the South African economy than thought before.

A new study headed by Prof Peet van der Merwe of the research unit Tourism Research in Economic Environs and Society (TREES), in collaboration with Professional Hunters of South Africa (PHASA), has shown it can be as much as R1,98 billion, if not more.

“Our research, which was mainly focused on foreign tourists or hunters, showed that hunters spend an average of 10 300 US dollars per hunting trip,” says Peet . “This is about R134 500. The previous study we conducted in 2013 was not nearly as extensive and showed that that trophy hunting contributed R1,3 billion to the economy. Although a lot, we underestimated the value.”

“It also means the market should stop underestimating hunters,” he adds. “Hunters don’t want to be duped into a fake hunting experience – they want an authentic African experience. With increasing competition from Namibia, the industry must provide quality hunting packages and experiences.”

Peet says competition from countries such as Namibia is good for the hunting industry. “It is important that we keep evaluating our product to stay a leader in the industry.”

“There is nothing as effective for marketing as ‘word of mouth’, and by supplying a product and experience of the highest quality, it will stand us in good stead. However, that is not enough. The National Department of Tourism (NDT) does a great deal to market South Africa as a tourism and eco-tourism destination, but hunting is mainly marketed by the private sector such as product owners and PHASA. It is a selective market, but more can be done by the NDT to support it.”