Going forward in KZN tourism

2016-02-04 06:00

LAST week I attended the MEC’s Provincial Tourism Committee meeting in far-flung Ulundi during which certain trends and challenges were cited during the presentations and discussions.

There was consensus that although our last season’s performances showed a positive outcome and N3 traffic volumes went up from 1.9 million in 2014/15 to 2.2 million in 2015/16, there are challenges that confront our tourism industry.

Tourism KwaZulu-Natal (TKZN) has a stated commitment to grow our domestic market share to 45% in the next few years, which is good news for us on the South Coast as we are largely dependent on South Africans for our holiday and leisure revenues.

The MEC stated quite clearly that the economic situation is of concern and we, as a province, need to collectively address the challenge by ensuring that our tourism cake is not nibbled at by other destinations in the country.

The CEO of TKZN also indicated that with the rand exchange rates being weakened against other major global currencies, our overseas marketing spend is also under pressure and for this reason TKZN (and ourselves) will look at ways of securing more free publicity as opposed to paid for advertising campaigns.

Interestingly TKZN suggested that its visitor information centres (Vic) have experienced a drop of 50% of feet through their doors which is an indication that people using the internet and cellphones are accessing information online rather than going to a Vic.

We are fully aware of this trend and for this reason we have conducted an analysis of our website and will soon be transforming it to allow information access from cellphones.

Furthermore, we will also complete a marketing action plan review to ensure that our promotional activity aligns to present tourism trends and our desired markets and interest niches. It is imperative that we regularly analyse the market scenarios otherwise we will miss the proverbial target.

Shortly we are to promote at the Meetings Africa and Beeld Holiday Show in Gauteng at which we will engage with our prospective customers and the travel media - that face-to-face interaction is, in my opinion, crucial in converting prospects to come here and retain those loyal regulars to our district.

Busy days here in our now humid paradise.

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

Inside News24

INFOGRAPHIC: New thinking required for retirement

Everything we believe about retirement is fast becoming outdated.

WATCH: How education can change a life

A university education gives students the chance to create a better future for themselves, their families and to opportunity achieve their dreams.


Book flights

Compare, Book, Fly

Traffic Alerts
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.