Over 100 local small and medium-sized enterprises (SMEs) are expected to benefit from an initiative driven by the department of trade and industry and Spain's largest retailer, El Corte Ingles, to promote South Africa's high-value products in the European country.
As part of the project, El Corte Ingles will host a South Africa promotion month in 72 of its stores, where products such as home decor, wines, beverages, furniture and kitchenware will be displayed. The event will run from May 20 to June 11.
The retailer will also sell South Africa as a tourist destination in its in-store travel agencies and 1 000 franchised agencies.
The project started in 2003 when El Corte approached deputy president Jacob Zuma and deputy trade and industry minister Lindiwe Hendricks with a view to hosting the promotion.
Speaking at the launch of the project, Hendricks said the initiative would open export opportunities for local SMEs and would drive the country's growth as a tourist market.
"This project will promote exports and investment. It will also assist SMEs with export opportunities, and position South Africa as the best place for tourism, education, and medical care," she said.
About R30 million worth of locally produced goods had been shipped to Spain, and would be made available to El Corte Ingles' consumers. An organisation known as the International Buying Services (IBS) will act as middleman between the retailer and local exporters.
Miguel Mazarambroz, Spain's ambassador to South Africa, said the project would have positive spin-offs in developing relations between the two countries, and would boost investment and the number of Spanish tourists to South Africa.
"At the moment, I would estimate that there are about 20 000 Spanish tourists coming to South Africa. Through this project, I think we could easily multiply this number by three or four. Spanish tourists are not thrifty. They are among the biggest spenders in the world," said Mazarambroz.
Massimiliano Morini, the director of IBS and official representative of El Corte Ingles, said there was potential for the project to expand, with more local suppliers benefiting.
"Our aim is to make this project an ongoing project and do more business with local suppliers because they will benefit from doing business with a large company like El Corte."