Durban will continue to focus on events in 2016 to position the destination and the Durban brand both locally and globally, according to Philip Sithole, Durban's Head of Business Support and Tourism.

Sithole told Tourism Update events had helped put Durban on the map. He says they have helped boost visitor numbers considerably. “Events such Top Gear, the Comrades and various music festivals have helped us to take the destination to another level in terms of visitors coming to the city of Durban.”

Events have also helped put the spotlight on the lesser known destinations within KwaZulu Natal, according to Sithole. “When we have events, we take some of the artists and celebrities to new places in the city that would not have been exposed if we didn’t have these events. When we hosted the Metro FM awards, and the MTV awards, we had workshops and mini-conferences taking place in the townships.”

Lastly, events have also helped promote the ‘new’ South Africa, says Sithole. “Events can project the destination as a place that is at peace with itself and that believes in democracy,” he explains.

The tourism industry in Durban also report that they are reaping the rewards of events organised by the city and the province. Themba Ndayi, Inbound Sales Manager Africa & The Middle East for Thompsons Africa, says it has packaged and promoted numerous events in key source markets. “There has always been an interest in events taking place in South Africa, from live shows to concerts and sports events.”

According to Ndayi, African source markets especially have shown an interest in the province’s events. “We have successfully promoted and sold a few events to Zambia, Zimbabwe, Malawi, Kenya, Tanzania and Nigeria.”