Creating a Local Creating a Local Competitive Advantage for Competitive Advantage for Ilembe TourismIlembe Tourism

Results of the PACA Exercise20 - 28 October 2003

Objectives of presentation

To present the findings of the PACA:

• Strengths and weakness of Tourism sector

• Recommendations

To plot the way forward

Purpose of PACAPurpose of PACA

To support Regional Economic Development within the Ilembe region by identifying practical and catalytic* initiatives that can be implemented rapidly and for fast and sustainable results.

* Catalytic because it increases the competitive advantage of the region other than the direct benefit derived from the project.

Process to dateProcess to date

Kick–off workshop (Monday 20 October 2003)

7 Mini-workshops (of 7 – 26 persons) 13 Interviews Analyses of results TODAY: Presentation of findings Tomorrow: Way forward work shops

Strengths of the tourism sector

• Location between Durban and St Lucia, attracting passing through traffic

• Close to Gauteng (compared to Cape)

• Loyal tourism customer base, who:

• Are willing to invest in the district

• Who come here often

• Who supports activities in Ilembe

Strengths Strengths (continued)(continued)

• Up-market, village image Warm climate and warm water, ideal for

beach holidays The Zulu and Shaka brands internationally

known Rich cultural history Potential to develop the cultural/historical

places Rich in natural assets

Weaknesses of Tourism sectorWeaknesses of Tourism sector

Divided communities, the coastal and inland regions

Coastal region perceived as playground for the rich

Crime Government and Private Sector not

working together Very little synergy between stakeholders

Weaknesses Weaknesses (continued)(continued)

Core beach attractions not developed to potential Risk of basic services not coping (peak seasons) Natural assets not yet developed Historical and cultural sites neglected Public transport for tourists not available Length of stay short Customers disappointed with Zulu and cultural

experience Kingdom of Zulu brand promise,

raises expectations that are not met Brand confusion for Ilembe tourism

RecommendationsRecommendations

Organised into 5 categories:

Opportunities for New Business Opportunities for existing Business Projects for ILEMBE District Municipality Projects for Enterprise ILEMBE Projects for Local Municipalities

Opportunities for New BusinessOpportunities for New Business

Develop local yellow pages with advertising and basic tourism feature info

Regular coupon/voucher booklet for venues, shops, restaurants, activities, etc.

Activity booking service Set up organised day tours into hinterland

areas

Opportunities for New Business Opportunities for New Business (continued)(continued)

Develop package tours for out-of-season eg. Golf, photography, organised groups, etc.

Women and teen entertainment SETA funded tourism skills development Use tourism as upliftment and educational

vehicle (SETA funded)

Opportunities for existing Opportunities for existing BusinessBusiness

Get organised in a way that adds good value for your time investment

Leaders of organised business to meet regularly with ILEMBE District Municipality

Set up a referral system based on commissions

Gather local tourist/customer profile information, pool it and analyse (trends, needs, preferences, complaints, etc.) to then distribute only to participants

Projects for ILEMBE District Projects for ILEMBE District CouncilCouncil

Open up communication channels between municipalities and private sector - meet regularly with organised business

Establish formal communication channels with National- and Provincial Tourism institutions

Create through media, awareness that tourism is the backbone of the economy

Get police and security firms to work together, supported by community and business

Make tourist aware that crime does happen and to be alert

Projects for ILEMBE District Projects for ILEMBE District Council Council (continued)(continued)

Promote a brand that relates to what customers really want and need

Promote joint offering development for specific destinations/draw cards

Develop a good authentic Zulu experience Establish a Marine reserve at Sheffield

Beach, Christmas Bay

Projects for Enterprise ILEMBEProjects for Enterprise ILEMBE

Identify and select a few key/anchor points inland (that can exceed expectations rather than disappoint), as priorities for development

Leverage private sector investment through concessions to develop Amatikulu, Harold Johnson, Glendale Valley and other key/anchor points (with conditions)

Leverage private sector investment into King Shaka Route by means of concessions (with conditions)

Develop hi-energy coastal resort as first point of call to North – Zimbali/Sugarland phase 3

Projects for Local MunicipalitiesProjects for Local Municipalities

Differentiate beach offerings according to different customer types

Concession for beach shuttles during peak periods - to deal with traffic congestion at beaches

Way forwardWay forward

Way forward workshops Integration into 2004 IDP Follow up activities until April 2004

Thank you for your participationThank you for your participation

Contact details for any queries: Cheryl 084 521 0005 cheryl@ilembe.org.za John 083 266 8796 jl@mesopartner.com Nozipho073 267 6346 Johan 082 326 8373 jg@mesopartner.com