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The National Tourism Service Excellence Strategy was developed in 2011 as a response to the following position statements and policies:
The vision of the programme is to build a service excellence culture in the tourism value chain and the mission is to transform service and create a customer service-orientated environment by crafting a solution-orientated culture of customer service in the tourism value chain.
The short term goal is to provide a pleasant and unforgettable service experience to South Africa's visitors and all other customers in the tourism sector.