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Review of City’s Visitor Marketing Strategy underway
Durban reviews its tourism strategy
EThekwini Municipality is undertaking a review of its Visitor Marketing Strategy. This will help to provide a roadmap to reposition and further market Durban as Africa’s ‘smartest city’ and a preferred destination. This will increase the City’s footprint locally and globally.

The review of the strategy began in June. Its progress was presented by Durban Tourism Product and Quality Manager Roshni Mehta to the Economic Development and Planning Committee on 19 August.

Mehta said the review of the current Visitor Marketing Strategy is important as it attempts to grow the Durban brand by seeing what worked and didn’t work in the previous strategy.

“The findings and solutions from the review will then inform us on how to rapidly market the City, especially during these challenging times of the Covid-19 pandemic and the recent civil unrest.”

She said the review will look at a trend analysis of the previous five years and projections for the next five years, from 2021 to 2026.  The review will also revisit Durban’s targeted source markets in terms of its relevancy and look at new source markets. The analysis will conduct research and business/tourism insights on the behaviour and characteristics of different provinces in the country, the continent, and the world at large.  It will also conduct a situation analysis and a competitor and comparative analysis to benchmark models to fit Durban.

Furthermore, the review will look at product development, tourism information services, digital transformation, township and rural township tourism and brand positioning against current challenges and potential opportunities.

Mehta said they are discussing this review with internal stakeholders.  It will be presented at a Durban Tourism external stakeholders’ engagement in September to receive input from industry role players.

“The anticipated finalisation of the strategy is January 2022. Approval of the final Durban Visitor Marketing Strategy will guide the City until 2026. There is a proposed Durban Tourism staff and stakeholders’ capacity building, training, and skills development exercise to ensure this strategy is effective,” said Mehta.

Meanwhile, a Women in Tourism Tour is planned for Friday with a host of influential women in tourism. The tour, which is part of a Women’s Month celebration, will include visits to Durban’s landmark areas like the Inanda Heritage route. 

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