BuaNews (Tshwane)
Michael Appel
11 May 2008
Durban — South Africa's tourism industry is not only boosting the country's economy, but individual provinces are greatly benefiting from it too, KwaZulu-Natal MEC for Arts, Culture and Tourism Weziwe Thusi said on Saturday
"Over the years, the industry has proven to be one of the most important economic drivers in our country," said the MEC, adding that the industry contributes about 8.2 percent to South Africa's Gross Domestic Product.
"In our province, particularly, some tremendous growth has been achieved, but we still have some way to go to realise our true potential as a tourism destination."
Speaking at the Inkosi Albert Luthuli International Convention Centre (ICC) in Durban, ahead of the Tourism Indaba 2008, Ms Thusi said the province had marketed KwaZulu-Natal as the "Zulu Kingdom".
"This is in part because of the richness of our history and our people and partly because of the impact this has in terms of positioning and branding the province.
"The vast assets of the province enable us to be confident in our brand promise - 'beyond expectations ... within your reach'.
"This impacts everyone in the province. When we say this we know what it means and it keeps us on our toes. It takes us beyond the mediocre," said the MEC.
She said the province offers tourists value for money without compromising on service or quality.
The province has a number of defining features which include creativity, vibrancy, a sense of being natural, competitiveness, and a warm, inviting and informal feel.
"There is a lot of opportunity in the Zulu Kingdom. Take for instance cultural tourism, which is growing in popularity. International visitors want to mingle with our locals and absorb the culture.
"We have been supplying this, but rather than allow it to be natural it has been stage-managed [and] this needs to change.
"Having visited the province we want you to leave with great memories, feeling relaxed, invigorated, sun tanned, smiling and having made new friends," she said, adding that then they would have lived the brand and been part of what the Zulu Kingdom stands for.
Speaking at the launch of Tourism Month in August last year, South African Tourism Chief Executive Officer (CEO) Moeketsi Mosola said the tourism industry was expected to make up about 12 percent of the country's gross domestic product by the time the 2010 FIFA World Cup comes around.
Mr Mosola said at the time South Africa was handling 650 000 travelers on a monthly basis.
"We are expecting some 450 000 international travelers in the space of six weeks," he said, adding that South Africa was more than capable of handling the influx of soccer fans.
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