Over the past two years, Durban has racked up an impressive number of global accolades that has positioned the city on the global platform. Dorine Reinstein chats to industry players about how these accolades will attract international visitors for years to come.

For years, Durban has been in the shadows of Johannesburg and Cape Town when it comes to attracting international tourists, but recently the city has enjoyed some good press and accolades, boosting its status as a tourism destination.   

The metropolitan was listed as one of the ‘top 10 most underrated cities in the world’ by CNN. In January, the New York Times mentioned Durban as seventh among its listing of ‘52 Places to Go in 2015’. The publications stated: “No one has bad things to say about Durban… they will agree that its beachfront promenade is lovely and the weather is pleasant year round.”

The city was also named one of the ‘New7Wonders Cities’ of the world, alongside the likes of Doha, Havana and Kuala Lumpur. Durban Mayor, Cllr James Nxumalo, says the achievement shows the commitment and competitive edge Durban has as a leading tourism, events and business destination. “We are delighted that the world finally recognises the potential of Durban and we are confident that this global status will boost tourism to the city and province.”

South Africa’s Deputy Minister of Tourism, Tokozile Xasa, adds that the city has earned a reputation as the “new kid on the block”. “It is a city that is rich in heritage and a city that showcases both the modern side of life and the traditional way of life of our people.”

Durban visitor numbers show an average growth of 20% year-on-year. “There have been 400 000 more tourists recorded this year, compared to the previous year. Over the six-week high season in December 2014 and January 2015, Durban welcomed more than 1,45 million visitors with a total direct spend of 3,1bn,” says Xasa.

It’s about investment

Phillip Sithole, Head of Durban Tourism, says the city has invested heavily in tourism-related infrastructure, which has “taken Durban to another level”.  He adds that investment in marketing efforts have now borne fruit, such as a lucrative partnership with National Geographic and Eurosport. “All the accolades that are coming in now are on the basis of the increased visibility of Durban in the international space. These accolades shape the thinking of investors and tourists about this destination.”

The increased exposure Durban has enjoyed through the media and green initiatives and tourism-based awards has raised the city’s reputation as a legitimate destination for both work and leisure, says Brett Cronje, General Manager of Moyo uShaka.

It’s a ‘chicken or egg’ situation, says Elsa Watson, Marketing Manager, N3 Gateway. She says Durban would not receive these international accolades if the city and its people did not deserve it; on the other hand, accolades and media attention attract domestic and international tourists.

The international recognition will not only raise the profile of Durban, but also provide a marketing opportunity for tour operators to include in their collateral when selling the region, says Brad Glenn, MD of The Inside Edge. “It also offers perspective and balance to the negatives reflected in the media, for example crime and the recent xenophobic attacks.”

Beware the competition

Glenn adds that a large number of other destinations have also received rave reviews and awards, which is why Durban’s tourism industry can’t allow any degree of complacency to set in. “We operate in an extremely competitive global market, within which offering exceptional service and value for money at each and every point of the visitors experience is essential. There are no shortcuts; relationships and trust are built through consistently delivering quality experiences, investment in product development and time,” he says.

The key to ensure that the city’s accolades are translated into increased visitor numbers is to properly harness the recognition from a marketing perspective, says Craig Drysdale, Global Sales Manager, Thompsons Africa. “Any recognition a destination receives is great! How do we now capitalise on and ensure that the accolades received are seen and used by the right channels? If done properly, it will undoubtedly produce international tourists, but this has always been the challenge for Durban and Kwazulu-Natal. City and provincial marketing entities should join hands on this one, because the messaging is still fragmented.”