Tourism KwaZulu-Natal (TKZN) is intensifying its efforts to revitalize the international tourism sector in the province, which has been severely affected by the Covid-19 pandemic. In pursuit of this goal, TKZN is actively engaging with prominent tour operators in various European countries to secure agreements that will entice international tourists to visit the province ahead of the upcoming European Summer season. Recently, TKZN successfully concluded a travel roadshow in Northern Europe and participated in a five-day exhibition at Vakantiebeurs in the Netherlands in collaboration with South African Tourism.
The Netherlands and Belgium are significant European tourist markets for KwaZulu-Natal, ranking fourth and fifth respectively, following the UK, Germany, and France. Sibusiso Gumbi, TKZN’s acting chief executive, emphasizes the importance of in-country initiatives and activations in international tourism marketing. These initiatives provide an opportunity for tourism destinations to directly engage with international buyers and tour operators, gaining valuable insights into the needs and perceptions of target markets.
Gumbi underscores the significance of fostering relationships in the tourism sector and staying informed about developments and changes within the province. TKZN plans to participate in prominent events such as ITB Berlin and WTM London later in the year to position KZN as a global player and ensure its presence where key decisions are made.
While leisure tourism remains vital, business and conference tourism are also essential components of KwaZulu-Natal’s tourism landscape. The KwaZulu-Natal Convention Bureau (KZNCB) and TKZN will promote the province as a premier destination for meetings and conferences at Meetings Africa 2024, an event that attracts numerous international buyers from Africa and beyond.
Gumbi highlights the importance of attracting mega business events and smaller conferences to various towns across the province to ensure that the benefits of tourism are distributed evenly. This strategy aims to have a positive impact on local economies throughout KwaZulu-Natal.
In conclusion, TKZN’s concerted efforts to leverage international trade fairs and participate in key events demonstrate its commitment to revitalizing the province’s international tourism sector. By forging partnerships, engaging with stakeholders, and promoting KwaZulu-Natal as a diverse and appealing destination, TKZN aims to attract a growing number of international tourists and stimulate economic growth across the province.