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 [email protected] John 083 266 8796 [email protected] Nozipho073 267 6346 Johan 082 326 8373 [email protected]