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complementarity — English
The success and popularity of one establishment or resort or natural phenomenon (such as a shop, a casino or a beach) results in the development of other economic concerns in its vicinity, and neither the original attraction nor the “off-shoots” detract from one another’s popularity, but enhance it. In a way, this is an example of success breeding success. In the geography of economics, this is a very important factor. A shopping mall is an apposite example. One well-known chain shop acts as anchor tenant, and a score of other shops, emporia, boutiques, destination shops, specialisation shops, bank outlets, and so forth, rent space in the mall, knowing that the anchor tenant will attract large numbers of people who might become customers of all the other shops. Exactly the same applies in the tourism industry. One successful tourist attraction results in the development of other tourist facilities in its vicinity and neither the original attraction nor the other facilities detract from one another’s success, but increase (complement) it. Usually there is one main “draw-card” attraction in an area, but its success provides an opportunity for other tourist facilities to be developed in its vicinity. As more facilities originate the visitor numbers of all the facilities – including that of the original draw-card attraction – increase. The Cradle of Humankind world heritage site serves as an apt example. The popularity and general acquaintance of the Sterkfontein caves and the exhibition of the Mrs Ples fossil collection have for many decades been an attraction for individuals interested in archaeology and palaeontology. But there are other equally important caves and palaeontological sites in its near vicinity and the entire area of some square kilometres was regarded as important enough to grant it world heritage site status. Soon other tourist attractions were developed in the area, namely the Maropeng museum of evolution, the Savannah Game Reserve, the Rhino and Lion Nature Reserve, the old Kromdraai Goldmine, the Cradle Game Reserve, the Cultural Village, hiking routes, lodges, spas, country escapes, art and craft markets, and the tourist-friendly developments at the other important caves namely Zwartkrans and Kromdraai, and many other sites. All of these entities benefit from the nearness of other tourist attractions, and all of them contribute to the huge tourist numbers now being attracted to this world heritage site. The Cradle of Humankind world heritage site represents a successful tourist destination with a whole selection of complementary developments.
