PERSONALITY PROFILE

Level-headed Phelisa Mangcu encompasses a quiet strength

Professional Phelisa Mangcu, 53, chief executive officer of Ugu South Coast Tourism, has over 26 years of strong tourism experience, including having worked at Trump International Hotel & Tower in New York.

Her experience encompasses all areas of tourism and business events, from destination management to marketing, development and visitor information service.

She joined Ugu South Coast Tourism as chief executive officer in August 2018.

Ms Mangcu is passionate about taking the benefits of tourism, directly or indirectly, to all areas in the district. Part of her vision is the visible transformation of the tourism industry and to integrate SMMEs into tourism.

Her qualifications include a master’s certificate in destination management from George Washington University and a master of arts degree obtained at the University of the Witwatersrand.

Where did you grow up?

I was born in Ginsberg Township, King Williams Town, Eastern Cape and I am the second youngest of nine siblings. I obtained my primary education at Brownlee Lower Primary and Charles Morgan Higher Primary School. I obtained my high school education at Thubalethu High School, a boarding school in Fort Beaufort, Eastern Cape.

Where did you begin your career?

When I registered for my junior degree, I did not know exactly which career path to follow, but I did not want to be a teacher or a nurse. My mother was encouraging me to study social work. I just did not fit into any of those, so I studied a BA as I wanted some time to think about my career. Over time, through studying sociology, it became clear to me that I had a keen interest in economic development/sciences.

How did you get involved in tourism?

Just after completing my BA degree, I travelled to the United States with my boyfriend (later husband) who was studying there. Through this travel experience I was exposed to the tourism industry. I remember seeing people holding maps in front of their faces, walking around in New York and seeing long queues of people at tourist attractions in Washington DC. We would notice kiosks selling maps, beverages and snacks; and I remember analysing this economic value chain, linking everything from how the person arrived, where they slept, ate, how they moved around (transport), visited attractions, etc. My strong interest in tourism began and I never looked anywhere else.

In 1995 I enrolled for a master’s certificate in Tourism Destination Management at the George Washington University, where I met Professor Joe Goldblatt, who exposed me to the importance of the business events market in growing tourism in a destination.

What was your first tourism position?

After completing the programme, I was employed as an assistant (basically an intern) at the Washington DC Office of Tourism and Promotions, a municipal entity tasked to attract tourists to Washington DC. Working with experienced professionals in tourism, I was exposed to the developmental aspect of introducing youth to the tourism industry. Family reunions are an important aspect in African American communities. They become big events. I was also fortunate to work in a programme that was aimed at promoting Washington DC as a family destination, to attract the African American market to hold their family reunion events there.

When did you join Trump International Hotel & Tower?

In 1996 I was fortunate to be employed at the newly opened and luxurious Trump International Hotel & Tower in New York. Located at Central Park, the hotel catered for the high-end market. This is where I got to meet many American (including international) celebrities and experienced the importance of service. Servicing the high-end market meant that the hotel was providing personalised service as guests had their own unique requirements. Such service requirements had to be seen to before and after they arrived. I still laugh about some of the strange requests that we had to attend to. One celebrity singer wanted his room heated to a high temperature and darkened before he checked in; another one would not be booked above the fifth floor, while another one wanted his clothes pressed in a specific way.

When did you return to South Africa?

Back in South Africa in 1999, I joined the Tourism Business Unit at the Industrial Development Corporation as a business analyst where I learned a great deal about conducting due diligence and financing a tourism business. I later moved to the marketing and corporate affairs department, where I managed corporate social investments and shaped it to focus on poverty alleviation programmes. Through such programmes, I got to work directly with communities on tourismfocused initiatives. During this period, I graduated with my Master of Arts (Tourism Studies) degree at the University of the Witwatersrand. I was later appointed as the general manager: tourism development by the Johannesburg Tourism Company, an entity of the City of Johannesburg Municipality.

Where do you see the business events industry in South Africa at present and where do you see it heading in the future?

In recent years, the industry in South Africa had begun to take a positive turn, especially with the formation of the South African National Convention Bureau as a strategic business unit by South African Tourism. I remember when the Meetings Africa exhibition was first launched (I was the general manager: tourism development at Joburg Tourism at the time). It was a new, yet exciting public-private initiative that included South African Tourism, Gauteng Tourism Authority, Joburg Tourism Company and the Sandton Convention Centre.

This led to major destinations paying attention to attracting business tourists and product owners catering for this market. We have the infrastructure and experience to grow this sector even further.

How long have you been in the sector?

I have been in the tourism industry for 26 years.

What has been the biggest change you’ve seen in this sector?

It has been reported that worldwide tourism is among the industries that have been hit hardest by the Covid-19 crisis and that the loss is eleven times more than the loss during the 2009 economic crisis. It has been very painful to watch some tourism businesses closing and people losing jobs. It has also been a learning curve for all of us – now we know the value of domestic tourism even more. Though it’s not easy, circumstances have forced us to think differently and adapt – we now understand that we may still have our meetings and conferences virtually.

Are you married?

I am a divorced mother of four girls; the oldest is 27 and youngest 13 years old.

What role does your family play in your life?

I am a family-oriented and domesticated person. As a single parent, I constantly try to find the balance between being a professional and being a parent at the same time. So far, I have managed to do that successfully. Given that I come from a large family, I still enjoy being surrounded by family and doing things together. Growing up, we used to sit around the kitchen table and sing; one of my brothers would be the choir conductor. Passers-by would stand and listen. Such activities, though one may consider them small, created family bonds and we always reminisce about those days.

What would you change in your life, if you could, when looking back?

I trust people a lot. As a result, I tend to think that we share the same sentiments and agenda. Once I make up my mind I develop loyalty which becomes difficult for me to break if things turn the other way. Sometimes this loyalty is for a particular product or brand. Even if the brand disappoints me or becomes expensive, I still find reasons to use it, especially if I have been using it for a long time. I wish I could change this kind of thinking.

Do you have any hobbies?

I don’t have any unusual hobbies. I love cooking and listening to music.

What is your secret to success?

Listening to different opinions and, if necessary, find a balance before implementing.

What has been your biggest challenge in this sector?

The need to constantly convince people about the importance of transformation and the need to extend the tourist footprint to township and rural communities. Some major players do not seem to pay attention to this, they see it as a ‘by the way’ activity to tick a box. The same applies when there is procurement of services; it is rare for major hotels to consider using services in townships or rural communities; for example, hire the services of women in the township to wash and iron their linen – that way, support the creation of jobs and alleviate poverty in those communities. That’s what is meant by direct and indirect benefits of tourism.

What is your pet hate?

A person throwing litter on the road; even worse, when a person throws it from the car.

What is the most memorable place you have ever been to, and why?

I once travelled to Lucerne in Switzerland. I enjoyed the calm and cleanliness of the city.

What type of holiday would you avoid at all costs?

I am not comfortable around animals so holidaying around animals is not top of my list. My family once spent a weekend at the Kruger Park; I could not sleep, I imagined things the whole night.

What is your favourite film and TV programme?

I love watching comedy; I still enjoy the Friends series even though it stopped a while ago.

How do you relax?

I love listening to music and radio. While doing that I unwind and try to avoid negative news.

What is your favourite food?

I enjoy Indian cuisine.

Favourite movie star?

Angela Bassett: I love her energy.

Who is your role model?

My late father. He was focused and a hard worker, who worked extremely hard to achieve everything he had, even though he was not educated.

What advice do you have for anyone starting out in this industry and hoping to follow in your footsteps?

Be prepared to start small and learn throughout the process. Nothing that you do is a waste of time, you gain something from every step you take.

What is your dream for the future?

As a woman and a mother of girls, I dream of a society where men respect women, whether it is out there on the streets or at work.