Delegates tasked with correcting the damaged perception of South Africa at this year’s World Economic Forum held in Davos will certainly do so.
The World Economic Forum is an annual international meeting held in Davos-Klosters, Switzerland, and this year the theme will be ‘Cooperation in a Fractured World’.
The meeting seeks to discuss global economic issues with the overall goal of positioning the country as a competitive business destination. The South African delegation will be led by President Cyril Ramaphosa and will include ministers Enoch Godongwana, Naledi Pandor, Ebrahim Patel and Mmamoloko Kubayi.
Also read: Godongwana reflects on gloomy GDP ahead of WEF meeting
They will be left to not only promote the arts and entertainment of the country’s scenery, as well as vast landscapes and pure natural offerings, but also to address the elephant in the room – the country’s energy crisis.
With 11 power plants not fully functional and ongoing blackouts, as the country faces stage 6 load shedding, things will be tough.
This, in the background of difficult global economy.
Aside from energy issues, he will also reassure international investors that aspects such as crime, schools and public sector corruption are on the mend.
According to a study conducted for Brand South Africa, when it comes to the perception of SA by people who are not familiar with the country, SA scores poorly in the areas of safety, crime and security, education level, and public governance.
Fortunately, delegates have aligned key messaging strategies to address each of these shortcomings.
There are several key messaging pillars to the strategy.
Eliminate the burden
He hopes to convey that South Africa is taking positive steps to overcome the burden by mobilizing all resources to achieve energy security, the envoy said.
While the use of hydrogen in the country is not mentioned in the strategy outline, the aim is also to show the country’s steps towards renewable energy, said the CEO of Exxaro, Dr Nombasa Tsengwa who will join the delegation in Davos.
General finance
The delegation wanted to show that South Africa is restoring the health of its public finances and making progress in reducing and stabilizing its debt. They are directed to show that the recent success in building fiscal buffers will better position the country to navigate the deteriorating global economic outlook.
Strengthen money laundering and anti-terrorist financing laws
With the threat of a gray list looming over the head of state – which will make international trade in South Africa very difficult – the delegation hopes to reassure investors that South Africa is committed to fully implementing FATF recommendations and strengthening the country’s ability to ensure compliance with international standards for AML/CFT and fighting corruption. So far, the president has signed amendments to two laws that would address some of these shortcomings.
The meeting will take place between January 16 and January 20. The event attracted around 2,500 people from more than 100 countries and was covered by global media.