Page 8 - TKZN Annual Report 2023/2024

CHAIRPERSON’S STATEMENT
PROFESSOR THANDI NZAMA
CHAIRPERSON
KwaZulu-Natal’s tourism landscape has changed significantly over the past three decades, but one thing that has not changed is the fiercely competitive nature of the tourism industry. This means that destinations have to continually improve their tourism products and service levels to ensure that visitors have such wonderful and memorable experiences that they do not stop talking about.
This is exactly what Tourism KwaZulu-Natal (TKZN) has set about doing since its inception in 1996 in terms of the KwaZulu-Natal Tourism Act 1996. Since then, TKZN has continued to execute its mandate which is to position the province as Africa’s leading tourism destination nationally and internationally and to develop tourism, not only its products but also new entrants to the sector so as to ensure transformation and geographic spread of tourism.
One of the early strategic decisions of TKZN was to conduct a survey to determine the extent of KwaZulu-Natal’s tourism market – the first of its kind in the country. The study indicated that the province was the leading domestic tourism destination with approximately six million people from outside or within KZN traveling to one or more destinations within the province.
With the changes in the political landscape and the freedom of people to travel, the number of trips to KZN ballooned to 17 million. Unfortunately this glorious peak was short lived as it was followed by a slow decline that was triggered by a series of crises that were beyond TKZN’s control, such as world economic crisis of 2008 which forced SA into a recession for the first time in 17 years and the devastating Covid-19 pandemic in 2020 which led to a widespread loss of jobs. We should not underestimate the longer term economic and reputational damage which resulted from the civil unrest and the worst floods in living memory leading to people’s unwillingness to visit the province. Furthermore, the economy still remains in the doldrums with higher interest rates,
fuel prices and living costs which continue to impact on people’s disposable income and ability to travel.
Against this backdrop TKZN continues to implement innovative marketing campaigns locally, regionally and internationally to retain and grow its tourism market share and the economic benefits that come with it for the betterment of all citizens of KwaZulu-Natal.
In the early years, the province was branded as the Zulu-Kingdom with its own logo. Although still the Zulu-Kingdom, KwaZulu- Natal, like all other provinces, now falls under the wing of South African Tourism and works closely with the national brand to promote its own unique mix of culture, heritage, nature and so many magnificent attractions and activities that allow us to confidently say ‘KZN Has It All’.
Early in our democracy the province took the bold decision to build the King Shaka International Airport (KISA) a new modern international airport at La Mercy, as the anchor of a 50-year plan to create an aerotropolis. The airport celebrated its opening in 2010 and over the past 14 years KISA has been rated as one of the fastest growing airports in SA, built an excellent reputation and has been voted the best airport in Africa.
Air access is crucial if a destination is to grow as a tourist destination thus the province established Durban Direct which is a collaboration between TKZN, Dube Trade Port, Durban Tourism
6 TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024