KZN TOURISM STRATEGY 20082009

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PRESENTATION TO THE ZULULAND TOURISM SUMMIT
KZN TOURISM STRATEGY 2008-2009 28 OCTOBER 2009
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CONTENTS

• MANDATE AND FOUNDING LEGISLATION
• KZN TOURISM STRATEGY 2008 2012
• KEY ACTION PLAN FOCUS AREAS FOR 2009/10
• KEY STRATEGIC OPPORTUNITIES FOR ZULULAND REGION

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MANDATE AND FOUNDING LEGISLATION

• KwaZulu-Natal Tourism Authority (Tourism
  KwaZulu-Natal) was established in terms of the
  KwaZulu-Natal Tourism Act, 1996 as amended in
  2002
• Powers, duties and functions in terms of the Act
• To investigate and make recommendations to the
  Cabinet, through the Minister, on any matter
  relating directly or indirectly to the promotion,
  development or marketing of tourism for
  KwaZulu-Natal
• To be solely responsible for marketing and
  promoting the Province as a whole, to
  international and domestic tourism markets in
  competition and cooperation with other provinces
  in the republic, and in cooperation with
  Municipalities
• Within the framework of national and provincial
  tourism policies to coordinate with, advise and
  guide municipalities, tourism operators, tourism
  establishments and organisations or institutions
  whose activities or aims have an impact on and
  relate to the promotion, development or marketing
  of tourism in KwaZulu-Natal

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MANDATE AND FOUNDING LEGISLATION

• For the purposes of implementing provincial
  tourism policy, promoting, developing and
  marketing tourism for KwaZulu-Natal
• To register, accredit, classify, grade and
  certify tourism operators and establishments in
  the Province
• To implement levies and other charges on tourism
  operators and establishments in the Province, in
  accordance with the regulations prescribed by the
  Minister
• To undertake research for the effective
  implementation and development of provincial
  tourism policy
• To maintain database of tourism operators and
  establishments within the Province
• To formulate and implement processes to increase
  public access to information about provincial
  tourism operators, establishments and other
  tourism resources in the Province.
• Listed in schedule 3c of the Public Finance
  Management Act

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STRATEGIC PLAN 2008 2012 Our Vision, Our Mission

• Vision
• To position the Province of KwaZulu-Natal as
  Africas leading tourism destination, nationally
  and internationally.
• Mission
• To initiate, facilitate, co-ordinate and
  implement
• strategic tourism marketing and
• demand-driven tourism development programmes
• Which grows tourism and thereby serving to
  achieve
• The transformation of the tourism sector within
  the Province and
• Economic benefits to all stakeholders and the
  Province.

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STRATEGIC PLAN 2008 2012 Our Role

• To play a strategic leadership role in the
  province in terms of domestic marketing
  management to be the custodian of the KZN
  tourism brand
• To generically promote the province and to create
  the enabling environment for the regions,
  communities and private sector stakeholders to
  optimally market their offerings within the
  umbrella branding and destination marketing
  framework and strategy for KZN
• To facilitate responsible and demand-driven
  product development and accessibility (from
  facilitating access for disabled visitors to
  appropriate airline capacity)
• To champion transformation of the tourism
  industry in KZN
• To pro-actively champion and contribute to the
  enhancement of service excellence at all levels
  in the tourism value chain in KZN
• To facilitate appropriate research and
  information/knowledge management to inform TKZNs
  strategies and plans and also to facilitate
  information and knowledge for other key
  destination marketing stakeholders in KZN

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STRATEGIC PLAN 2008 2012 Our Markets

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STRATEGIC PLAN 2008 2012 Our Markets

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STRATEGIC PLAN 2008 2012 Our Objectives

• Increase foreign arrivals
• Increase share of domestic visitors
• Increase tourism expenditure (spend)
• Reduce foreign seasonality
• Increase geographic spread
• Increase length of stay
• Improve destination image
• Transform the tourism industry.

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STRATEGIC PLAN 2008 2012 Our focus areas

• Strategic leadership and brand custodian
• Creating a strong intergraded brand
• Clear brand positioning
• Value for money proposition
• Generic destination promotion
• Lead domestic marketing of the province
• Grow international arrivals
• Implement tactical campaigns
• Develop and promote KZN as a business tourism
  destination
• Leverage marketing opportunities linked to 2010
  FIFA Soccer World Cup
• Address access issues (Air, Sea and Ground)
• Create Joint Marketing Agreements with Strategic
  Partners
• Create alignment and synergy within the industry

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STRATEGIC PLAN 2008 2012 Our focus areas

• Responsible and Demand Driven Tourism Development
  and Accessibility
• Tourism destination development encouraging
  diversity of product offerings, new routes,
  experiences, etc.
• Match products offerings to key market segments
• Investment promotion in conjunction with TIKZN
• Facilitate accessibility for disabled tourists
• Transformation
• Provision of advisory services
• Facilitation of skills development
• Monitor and facilitate BBBEE Scorecard compliance
• Facilitate access to funding for tourism
• Business Centre for SMMEs in KZN
• Community focus
• Service Excellence
• Image marketing and perception management
• Quality assurance
• Health and safety of tourists

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STRATEGIC PLAN 2008 2012 Our focus areas

• Information and Knowledge Management
• Information and knowledge management system and
  research
• Information sharing platforms
• Information offices

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KEY ACTION PLAN FOCUS AREAS FOR 2009/10 Marketing
and Communications

• Finalise the Sales Growth Strategy and
  implementation thereof
• Re-appointment of Trade Representatives (GSA) in
  key markets
• Establishment of Convention Bureau and Bid
  initiation and Support for Business Tourism
• In conjunction with the Provincial 2010 Office,
  2010 Tourism Marketing
• Cruise Tourism development initiatives
• Air access and aviation initiatives for the new
  King Shaka International Airport in partnership
  with ACSA and DTP
• Key provincial events marketing support
• Indaba 2009
• Service Excellence and Quality assurance
  programmes
• National brand realignment process

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Our Brand
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KEY ACTION PLAN FOCUS AREAS FOR 2009/10 Tourism
Information Services

• Participate in UNWTO associate members
  activities
• Continued rollout of the Destination Management
  System
• Enhancement of Information offices
• Ongoing research programme
• Expanded brochure distribution programme

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KEY ACTION PLAN FOCUS AREAS FOR 2009/10 Tourism
Development

• Continued tourism business advisory services and
  support for BEE enterprises
• Facilitate completion of community tourism
  projects
• Investment conceptualisation, packaging and
  promotion
• Routes development Township, Railway, Cultural,
  Freedom and N3
• Skills development
• Continue implementation of the Tourism Safety and
  Awareness plan
• Facilitate and Monitor Tourism BBBEE score card
  implementation

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KEY STRATEGIC OPPORTUNITIES FOR ZULULAND REGION

• Tour Operator Capacitation
• Route Development and packaging by
  inbound/outbound Tour Operators
• Product packaging and experience diversification
• Tourism investment packaging and promotion e.g.
  mega coastal resort
• Special interest tourism e.g. cruise tourism,
  hunting, diving, etc.
• Business Tourism and events attraction and
  marketing
• Domestic tourism packaging and associated airlift

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SIYABONGA