Page 52 - TKZN Annual Report 2023/2024

PROGRAMME 4: MARKETING DEPARTMENT Purpose
• To market the destination nationally and internationally to increase tourist arrivals.
Strategic Objectives
• Effective Human Resources management
• Effective management of TKZN financial resources
• Contribution to the transformation of the KwaZulu-Natal economy
Key Performance Areas
• Conduct skills analysis;
• Submission of workplace skills plan;
• Turn-around time for bids and quotations;
• Compilation and submission of AFS;
• Completion and presentation of management accounts; and
• Submission of statutory returns.
Performance Highlights
The past financial year has been a momentous period for Tourism KwaZulu-Natal (KZN). Through a series of strategic and diversified marketing campaigns, we have made significant strides in bolstering our region’s visibility both nationally and internationally. Leveraging a blend of traditional and digital media, our initiatives have been finely curated to enhance the appeal of KZN as a premier travel destination. Tourism KZN’s multifaceted marketing campaigns have been instrumental in stimulating local economies and driving a resurgence in tourism. Our flagship campaigns such as “KZN HAS IT ALL” and “Unforgettable happens in KZN” have resonated deeply with both domestic and international audiences, fostering a renewed interest in our province’s unique cultural, historical, and natural offerings. As a result, tourism-related revenue saw a substantial increase, injecting millions into KZN’s economy and supporting a myriad of local businesses.
Tourism KZN Marketing department participated in a series of high-profile trade shows, including the World Travel Market in London and ITB Berlin, China Expo in Guilin, Africa Showcase US and Australia and India Roadshow, where we showcased our vibrant tourism prospects to a global audience. These platforms were crucial for networking with key industry stakeholders and forging valuable partnerships. Our collaboration with leading tour operators and tourism buyers has broadened our market reach and solidified our position in the competitive tourism sector.
Innovative and visually compelling promotional materials played a pivotal role in our strategy. From immersive video content highlighting KZN’s scenic landscapes to interactive campaigns, our efforts ensured that the allure of KwaZulu-Natal was communicated effectively. Furthermore, our robust international and domestic destination familiarization trips provided influential travel writers, bloggers, and tour operators with first hand experiences of the charm of our KZN destinations. These are credited with generating increased destination awareness.
Thanks to our concerted marketing efforts, KZN experienced increased visitor numbers - compared to the previous financial year - translating into higher occupancy rates across hotels and lodges throughout the province.
We take pride in being recognized both nationally and internationally as a must-visit destination. Accolades from esteemed tour operators and travel agencies, as well as positive testimonials from visitors, have underpinned our reputation as one of the leading players in South Africa’s tourism industry. Tourism KZN remains steadfast in its commitment to make KwaZulu-Natal a premier destination for travellers from around the globe by continuously innovating our approach and keeping the pulse on travel trends.
Achievements
Trade Shows and Trade Engagements
National and international tourism trade shows are important platforms for negotiating the packaging of KwaZulu-Natal. These platforms are crucial in destination marketing for tourism as this is the business end of the tourism sector. Deals are signed and relationships forged. TKZN attended several travel shows during this time, reinforced existing relationships and created new links.
50 TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024