With the number of international visitors to KwaZulu-Natal (KZN) still down 80% from pre-COVID levels, the province is embarking on an ambitious recovery plan backed by unprecedented cooperation between government and industry stakeholders. The initiative aims to reposition Durban and KZN from an add-on destination to a primary tourism hub, leveraging its diverse attractions and competitive pricing.
A partnership announced during a recent meeting between the Minister of Public Works and Infrastructure Dean Macpherson, KZN MEC for Public Works Martin Meyer and FEDHASA’s Rosemary Anderson and Brett Tungay marks a decisive shift in approach to tourism recovery.
Macpherson highlighted Durban's tourism potential and key advantages ahead of the December season.
"Durban offers a more relaxed and less crowded experience compared to Cape Town while also being more affordable," he said, pointing to the city's strong value proposition.
He also addressed concerns about beach safety, clarifying that 95% of eThekwini's beaches are open and safe for swimming.
The recovery strategy centres on repositioning KZN as a standalone destination rather than an afterthought to Cape Town or Kruger National Park itineraries.
"We have everything in one province," explained Tungay. "We've got the culture, the beaches, the mountains, the battlefields, the Midlands and game parks that easily surpass Kruger but we need to put that out into the public domain that we are a one-stop tourism destination."
Key priorities
A key priority is regaining Blue Flag status for beaches – an internationally recognised certification crucial for attracting overseas visitors. This involves comprehensive infrastructure improvements and more efficient water quality monitoring systems. The initiative comes as domestic bookings for December show promising signs of recovery despite the significant lag in international visitors.
Air access presents another critical challenge. While King Shaka International Airport's landing fees are competitive compared with other South African airports, attracting more international carriers depends on demonstrating sustained tourist demand.
Africa’s Travel Indaba represents a crucial platform for KZN to showcase its renewed tourism offering to international markets. With the province's contract to host the event expiring after next year's show, securing its future in KZN is considered vital for maintaining direct access to international tourism networks and buyers.
Infrastructure development is a crucial part of the recovery plan. Aiming to rejuvenate key tourism areas, Macpherson announced that, on November 7, his department will release details of vacant public buildings available for development proposals.
The improvements, coupled with the province's natural advantages and competitive pricing, position KZN to capture a growing share of the mid-market travel segment.
The public-private partnership is already yielding results.
"In my 20 years on tourism boards, my entire relationship with government has just been one of confrontation," noted Tungay. "The last three to four months have seen a complete transformation in how we work together."
Tungay predicts “huge changes” in the province’s tourism environment over the next 12 months.
“With this unprecedented level of cooperation between government and industry stakeholders, the province appears well-positioned to reclaim its status as one of South Africa's premier tourist destinations, potentially closing the gap in international visitor numbers while building on its domestic tourism success.”
The initiative comes at a critical time as the province still battles to overcome the combined impacts of the COVID-19 pandemic, floods and civil unrest. The focus on practical solutions, improved infrastructure and coordinated marketing efforts signals a new chapter in KZN's tourism story with stakeholders united in their vision for recovery and growth.
