Page 14 - TKZN Annual Report 2023/2024

STRATEGIC OVERVIEW
VISION
KwaZulu-Natal positioned as Africa’s leading tourism destination, nationally, and internationally.
MISSION
Developing and marketing tourism into and within KwaZulu-Natal to increase the number of tourists and the value they add to the economy, by:
• Developing and positioning KwaZulu-Natal as a tourism brand that is recognised nationally and internationally as a leading, must visit destination.
• Facilitating tourism product development, the enhancement of experience offerings and contributing to tourism sector transformation.
• Implementing an integrated tourism marketing strategy for KwaZulu-Natal.
• Promoting KwaZulu-Natal as Africa’s preferred business events destination.
TKZN’s mission is enabled by:
• A well-governed and high-performing organisation
• Research that supports decisions on tourism marketing and product development
• Monitoring and reporting on the geographic spread of tourism growth
• Innovation, and the rollout of digital destination management technologies
• Enhancing stakeholder participation and collaboration in driving tourism growth collectively
VALUES
Ubuntu
• Our ‘oneness’ is our ultimate value and the guiding principle for the way we carry out our work – in partnership, with respect, compassion, humanity and humility.
• While we function as one, we value diversity and strive to reach out, uplift and build the communities that we serve. We do this in a humble, motivating, warm and kind spirit.
Innovative and visionary leadership
• We listen to and understand needs, and create new approaches to what we do, with a focus on cutting-edge, best in class and ‘outside the box’ approaches and solutions.
• We seek results that are transformative and exponential in driving positive change.
Service excellence
• We are efficient and professional, and diligently strive for superior delivery of customer service, both internally and externally.
• Through service excellence, more people will value dealing with us and we will gain recognition as the leading authority on tourism in the province.
Ethical conduct
• We are serious about building public trust in the organisation by being transparent, responsible and accountable for our words, actions, and results.
• We strive to do the right things for the right reasons to achieve our intended impact. We are therefore committed to behaving and acting consistently, keeping promises and sticking to the agreed code of ethics.
Team focus
• We assist and support each other by sharing knowledge, insights, and information towards the common purpose of making KwaZulu-Natal the top tourism destination in Africa.
• Team spirit is what makes TKZN a great place to work.
12 TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024