KwaZulu Natal (KZN) has entered into a public-private-partnership (PPP) with 14 companies, to execute a high-powered global rebranding marketing campaign, with the aim of making Durban and KZN a key global player in tourism, trade and investment.

The companies will be investing financially in the massive repositioning campaign, with their representatives sitting in on strategy meetings to share their business expertise. An internationally-acclaimed marketing agency will also be called in.

The companies include are First National Bank, Tsogo Sun, Aspen, The Oyster Box, Toyota, New Frontiers Travel, , Urban Management, East Coast Radio, Tongaat Hulett, Serendipity Tours, Standard Bank, Grindrod Bank, Urban Lime and Multiply Group.

“They are availing their resources and expertise in driving a Durban-KZN repositioning exercise to put Durban/KwaZulu-Natal at the forefront of development. They will be working with us to strengthen tourism and our product offering,” said SA’s MEC for Economic Development, Tourism and Environmental Affairs, Sihle Zikalala.

He continued that this partnership served to demonstrate confidence in KZN’s tourism infrastructure and diversified product offering. “What is patently clear is that the private sector responds positively when government demonstrates the willingness to do the right thing and puts in place an enabling environment for business to thrive,” added Zikalala.

Acting CEO of Tourism KZN (TKZN), Phindile Makwakwa, welcomed the development as a ‘milestone’. “This public private partnership aims to make sure that KZN becomes a province of choice. It will really put us on the global map. Bringing in the private sector would make the province’s message even more credible; they are contributing funds to enable us to do the things we want to do.”

“We are excited about the PPP; for tourism to succeed, we need strong partnerships between government, the public and the local communities,” said GM of Marketing for TKZN, Thulisile Galelekile. “The communities’ involvement is critical as they are, in essence, tourism ambassadors. The Umfolozi Big Five Game Reserve community, for example, wanted to put land they owned to productive use. The only way to do that – which the partnership now allows – is to build lodges. This is good for tourism, and the service providers and communicates both benefit from the proceeds.”

Andrew Hudson, Head of Acquisitions at FNB, KZN, said that in the past, people had felt that the region had a lot of assets, and that the tourism figures should be higher than they were. “What we have done is to galvanise the public sector, which generally does its own thing, and get behind the tourism bodies…to get everyone on the same page and promote and market the destination for tourists and for investment.”

When an international airline comes into Durban three times a week – such as the new BA route from London – some 300 000 jobs are created, which are mostly tourism related, he said. “We have a beautiful airport and the Dube Trade Port, great roads and the private sector now needs to jump in and make the most of these assets.”