The latest issue of The Location Guide, the definitive resource for global location filming, will be launched at Cannes Lions, complete with a 28-page section on South Africa. We caught up with group editor David Lewis at his London offices for his unique perspective on South Africa and the international service sector.

David believes the current global recession has generally been positive for the service industry worldwide. David says, “Economic crisis is often good for servicing. For example, Iceland has had huge economic problems, but the service industry there is very positive. It has such unique locations and has become much cheaper and more economically viable.”

He says the major trend internationally is towards increasingly competitive incentives. “In the States, Michigan is the obvious example. They’re offering up to 43% back. In Europe, Germany also upped their game last year. They’re now offering about 20% back. France is also launching a similar incentive this year. Countries like the Czech Republic, which have a very good reputation and history, are falling behind with incentives. Czech Republic has been crying out for a national incentive for quite a long time, and now Hungary and Germany are moving ahead of them.”

He believes that South Africa would benefit from removing the cap on the Department of Trade and Industry Location Film and Television Production Incentive, which currently provides a 15% rebate on qualifying South African expenditure, capped at a maximum of R10 million. “More incentives never hurt,” he says.

He is exceptionally positive about South Africa. “South Africa has a good reputation and a longstanding history. Its crews have such a reputation; you have stunning locations that a lot of places can’t offer; sunny weather in the Northern Hemisphere’s winter; and the rand is quite low at the moment, so people see South Africa as good value for money. The fact that everyone speaks English there is also a bonus.” He warns that South Africa needs to keep promoting new destinations. “My only concern with South Africa would be that it’s been overused maybe, because it’s been so popular for so long. A lot of the locations around Cape Town in particular have been seen quite a lot, so South Africa needs to keep exploring new areas.”

He’s particularly positive about Johannesburg. “The majority of international commercials are shot in a city. In Johannesburg, the architecture is so versatile, it could be anywhere.”

He also believes that more work could be brought to the Indian Ocean islands and the rest of Southern Africa, especially Kenya, Namibia and Mozambique. He believes Argentina is probably our closest competitor. “Europe tends to go to South Africa because of the similar time zones, whereas North America would tend to go to South America.” Interestingly, he says that South Africa’s unique selling point against Argentina is our government support. “South Africa comes across as being so much more proactive and organised at a government level. Your commissions are constantly bombarding me with emails about what’s happening. Argentina is like the Czech Republic; it’s falling behind with incentives.”

Dave believes the 2010 FIFA World Cup is a unique opportunity for South Africa. “It’s going to be very good for your profile. If you can cope with that, then you’re a very capable country.” Otherwise, he says, “Just keep doing what you’re doing, really.”

For more information on location guide, which now includes Benefits and incentives, a bespoke website that demystifies the growing number of filming incentives available around the world. , please click here.

Kevin Kriedemann