Tourism KZN to focus on 'new tourist'

2013-05-20 08:51

Durban - Tourism KwaZulu-Natal highlighted plans to intensify its international marketing efforts, during Indaba 2013, to secure a greater slice of the tourism market. 

Tourism Update reports Sadha Naidoo, Tourism KwaZulu-Natal Board Chairperson, has identified the ‘new tourist' as the province's growing target market. They are typically young, independent of mind, digitally savvy and demand authenticity. "The new tourist is more quality conscious, harder to please, has the courage to venture into non-traditional environments and tends to seek out destinations following responsible tourism ideals," she explained. 

Tourism KZN CEO, Ndabo Khoza, echoed Naidoo's sentiments, saying that they were committed to adapting their strategies to the ever-changing face of tourism, aiming to understand the expectation of ‘new tourists.' "We have re-engineered our brand communications and brand packaging to focus our marketing of KZN and South Africa using key and iconic experiences." 

Eight experiences were identified as key brand differentiators for brand Zulu Kingdom: Warmth, Heritage, Adventure, Trade, Gateway, Zulu, Fun, Family-orientated and Beaches.

Translating these to traditional packaging, Tourism KZN said these factors could be translated into six packages: Beaches, Adventure, Heritage, Trade Gateway, Zulu and Family-orientated.

 
Read more on:    travel south africa

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