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

Join the conversation! 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.

SHARE: publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
1 comment
Comments have been closed for this article.

Inside Travel


#FindYourEscape with Traveller24

Your insider guide to exploring South Africa and the world...
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 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.