Durban to use Zulu culture to lift tourism

DURBAN plans to increase the number of foreign and local tourists visiting the city from 3.2million people a year to 5-million over the next five to seven years.

Yesterday at Zimbali Lodge, north of Durban, the city unveiled a plan that includes promoting the city among overseas tourists in Europe, America, the Middle East and the Far East.

The plan’s launch comes at just the right time, after this year’s Anholt-GfK Roper City Brand index poll found that Durban was one of the most pleasant and cleanest cities in the world, ahead of economic powerhouse Johannesburg and Cape Town, which is regarded as SA’s tourist mecca.

Durban is also planning an aggressive marketing drive aimed at attracting Gauteng tourists.

Philip Sithole, head of tourism and marketing in the eThekwini Municipality, told the gathering that it wanted to draw tourists to attractions in townships such as Umlazi, Clermont and Inanda.

“Obviously you cannot separate tourists that come to KwaZulu-Natal from those that come to Durban. The city attracts more than 80% of the tourists that come to the province,” he said.

“We have realised that the Zulu culture and heritage is a theme that sells globally.

“Many tourists are attracted by this and the fact that we have competitive prices compared to other destinations. We have to go to our source (tourists) countries like Britain, France, Germany and US and sell them this idea.

“There is no doubt they will be attracted because they are fascinated about the Zulu culture and their tourists often visit rural areas to experience this Zulu heritage. They are also pleased that Zulus are able to coexist with other cultures.”

Mr Sithole said R3m had been set aside to help small businesses improve tourism-related trade, especially in the townships. Part of the plan will have been implemented by the festive season.

Durban Chamber of Commerce CEO Andrew Layman said it was about time the region tapped into the growing tourism industry. “This new strategy is good news for the economy of the region. We are happy that the provincial government and eThekwini Municipality had come up with an incredible plan.”

Charles Preece of the Federated Hospitality Association of Southern Africa, said there was great potential in the plan as the weak rand was favourable to tourism in the country.

“This is a fantastic challenge. If we can have an overseas image makeover that says that Durban is a safe and attractive holiday destination, these goals would be easy to achieve,” he said.