Welcome to the Zulu Kingdom, KwaZulu-Natal

KWAZULU-NATAL TOURISM PRODUCT DEVELOPMENT STRATEGY
CHAPTER 3: TOURISM PRODUCT DEVELOPMENT STRATEGY

3.1 Introduction

Research for the preparation of the Tourism Product Development Strategy has included the consortium tourism- working group reviewing an extensive array of reports on earlier relevant tourism research, as well as marketing surveys produced at local, provincial and national levels. In summary, it was found that the provincial tourism industry has declined, particularly in terms of tourism revenue, over the last 4 years.

It was also found that, whilst there was generally a high- level of support for tourism development and growth, this was mainly occurring in an ad-hoc and independent manner. It also appeared to be more 'product driven' aimed at existing tourist-source markets, as opposed to the 'market driven' nature of the Tourism Industry, which could deliver an increase in tourist numbers. The absence of a cohesive tourism strategy or masterplan for the province was believed to be the main cause in this respect. As a result, a strategic framework (Chart 1) was developed, which identified the various components requiring investigation as part of arriving at the recommendations for inclusion in the overall Tourism Product Development Strategy.

Chart 1: Strategic Framework for the KZN Tourism Product Development Strategy

One of the key areas for the preparation of the overall strategy has been the contextualisation of the above framework within which the tourism industry is dependant for its sustainability. This area has been addressed at length within the full report, and Chart 2 on the following page is an attempt to 'paint the picture' and its particular relevance to KwaZulu-Natal. This chart links both the Domestic and Foreign Tourist-source Markets with each of their own Marketing needs; their two Supply-chains; Accessibility - both international and local; and the need for understanding the levels and roles of Primary and Secondary Tourist Attractions as well as Tourist Facilities:

Chart 2: Tourism Accessiblity & Attraction Flow Model

In conclusion, it has been found that the Tourism Product Development Strategy must primarily focus on infrastructure and product that will enable the growth of tourist numbers. In turn, it was determined that the largest sectors of both domestic and foreign tourist-source markets are seeking a coastal destination for their leisure holidays. Furthermore, it was found from market research that the two main disappointments for departing foreign tourists was their lack of ability to interact with traditional culture and heritage, as well as wildlife.

The Tourism Product Development Strategy has therefore focused on strategic interventions that will hopefully re- address the above shortcomings, as well as addressing the needs identified by the KZNTA within the Terms of Reference.

This has led to the Tourism Working Group recommending that a focus be given to the following strategies for crafting of the Tourism Product Development Strategy.

A Primary Tourism Product Development Strategy for KZN to build a reputation for its 'Coastal Destinations', which will include the need for a more focused 'Destination Marketing' strategy on KwaZulu-Natal's potential for growth as a domestic, as well as an international, coastal destination, with the objective of maximising tourist numbers and associated tourism revenue.

The potential increase in tourist numbers will then provide the necessary justification, through the improved opportunity of sustainability for;

A parallel Tourism Product Development Strategy for the establishment of a Zulu Heritage and Cultural Trail, which will provide the enabling environment for broadening of ownership within the tourism sector, particularly within the rural and previously disenfranchised sectors. It is also considered that this will compliment and improve the existing product mix within the context of the 'Kingdom of the Zulu' branding.

As well as;

Policies for Strategic Intervention for inclusion of a 'Zuluness' within other tourism product development initiatives, particularly within the destinations of;
- Durban / Pietermaritzburg / Midlands Tourism Corridor and linkage to the Southern Drakensberg
- The Thukela Gateway - linkage to the Ukhahlamba- Drakensberg World Heritage Site; Wildlife; Heritage and Culture; and the Battlefields

3.2 Spatial Framework

From an overall review of KZN, in terms attaining the KZNTA goals and targets for tourism growth, it is recommended that the focus for both tourism product development and associated marketing should be aimed at the following 'Destinations':

The planning and implementation of a 'Zulu Heritage and Cultural Trail', focusing initially on a spatial corridor from just north of Durban through to Northern Zululand, but eventually 'meandering' throughout the whole province, thereby linking together the diversity and variety of heritage and cultural tourism sites of interest. This proposal, we believe, will truly underpin the branding of the Kingdom of the Zulu.

- Four spatial 'Coastal Destinations', each with its own differentiation in terms of product attraction, targeted tourist-source markets, and ability to create its own image / branding within the overall context of the Kingdom of the Zulu. The four Coastal destinations are:
- Maputaland / St Lucia (Coastal linked to Wildlife)
- Dolphin Coast (Coastal linked to Zulu Heritage and Culture)
- Durban (Cosmopolitan Beachfront and Culture)
- South Coast (Coastal linked to Wild Coast)

- Two spatial 'Interior Destinations', the Durban / Pietermaritzburg / Midlands Corridor and the Thukela Gateway / Ukahlamba-Drakensberg.

The proposed Spatial Coastal and Interior Destinations Framework are contained in Map 1. Spatial Framework Destinations

3.3 Tourism Node Identification and Product and Infrastructure Prioritisation

The process for identification of the Nodes as well as the prioritisation of the Sites / Projects / Infrastructure has been informed and analysed by using the following criteria:

- How the Node/Site/Project relates to being, or facilitating, a Provincial / Local Primary Attraction, in that it will significantly increase the potential of attracting more domestic and/or foreign tourists in accordance with the product/visitor characteristics as defined for the destination.

- How the Node/Site/Project relates to being, or facilitating, a Provincial / Local Secondary Attraction, in that it will significantly increase the potential of attracting more domestic and/or foreign tourists, together with lengthening their stay, in accordance with the product/visitor characteristics as defined for the destination.

- How the Node/Site/Project relates to being, or facilitating, a Provincial / Local Visitor Facility, in that it will significantly increase the potential of lengthening the stay of domestic and/or foreign tourists, in accordance with the product/visitor characteristics as defined for the destination.

- Does the Node/Site/Project offer the potential of including rural and/or previously disadvantaged people in order to gain significant benefit by their involvement in the proposed tourism products?

- Does the Node/Site/Project meet the needs of untapped tourist-source markets, in being a significant coastal / wildlife / heritage / cultural tourism asset, thereby encouraging tourism revenue growth, as opposed to only tapping into existing tourists already visiting KZN?

The Nodes / Sites / Projects / Infrastructure were identified from a variety of sources, particularly District and Local Government structures. Close to 500 projects were captured onto a database with as much relevant information as could be ascertained. Each project was then given individual scores against the above criteria, with the highest scoring projects then being put forward for prioritisation. The full Tourism Product Development Strategy Report contains a full listing of each project, together with its score per Destination and per Node.

More comprehensive details on the proposed spatial framework recommendations are contained in the detailed Tourism Product Development Strategy.

3.4 Strategy to Develop Tourism in Rural Areas

The key attraction to draw tourists into rural areas has been identified as primarily being associated with Zulu Heritage and Culture. The creation of the Zulu Heritage and Cultural Trail is therefore considered as the principal development initiative in order to create a focus on strategic rural tourism product development. The development of this tourism route, which has the potential eventually to meander throughout KwaZulu-Natal, is considered as the 'glue' that will join together the wide diversity of rural cultural tourism attractions and sites of historical importance. More importantly it is anticipated that it will act as a catalyst for the opening up of previously disadvantaged areas for further tourism product development.

As stated above, it has been recommended that the initial Zulu Heritage and Cultural Trail commences just north of Durban and runs through to Northern Zululand. An initial scan of potential sites of interest and attractions include the following:

- Bambatha Rebellion
- Border Cave
- eMakhosini Valley
- Hlobane
- Inanda Tourism Route
- Isandlawana
- Isibayi - Nongoma
- Kambule
- King Shaka Tourism Route around KwaDukuza
- KwaBulawayo
- Lilani and Shu Shu Hot Springs
- Ndondakasuka
- Nkandla
- Ondini
- Ongoye Forest
- Ophathe Game Reserve
- Shakaland
- Thukela Frontier
- Zulu Heritage and Cultural Interpretive Centre

The above list is not intended to be fully inclusive, but rather provide an example of the variety of product that can be initially included within the Zulu Heritage and Cultural Trail. The location of such attractions within the proposed Zulu Heritage and Cultural Trail will lead to a number of these projects, together with associated infrastructure, needing to become prioritised for development as a result of the key issue of accessibility having been addressed.

The proposed spatial location and extent of the initial Zulu Heritage and Cultural Trail is as set out on - Map 2. Spatial Location of the Initial Zulu Heritage and Cultural Trail

More specific details on the implementation of the proposed Zulu Heritage and Cultural Trail are contained in the attached full Tourism Product Development Strategy.

Key to the sustainability of the proposed strategy for the development of tourism within rural areas is the need to ensure growth of tourist numbers, together with tourism revenue yield, into KwaZulu-Natal, which will then be attracted to explore the Zulu Heritage and Cultural Trail.

The Tourism Product Development Strategy has identified, amongst other issues, the need to focus on coastal destination product development and marketing, in order to widen access into relatively untapped foreign tourist- source markets. These markets’ primary choice for leisure holidays are coastal destinations, but they also need to be offered unique additional activities associated with wildlife, heritage and culture, when viewed within the African context. Similarly, the largest sector of domestic tourists also seeks coastal destinations. It is for this reason of sustainability that the Tourism Product Development Strategy identified the need for a parallel and inter-related coastal tourism product development strategy. CHART 3: TOURISM SUSTAINABILITY FLOWCHART presents the logic applied to this issue of sustainability.

3.5 Identification of Key Tourism Destinations, Nodes and Sites for Public Sector Funding

Each of the spatial destinations referred to above have been analysed with a view to identifying the key nodes and sites for inclusion with the Tourism Product Development Strategy. The following provides a summary of the findings and recommendations for each of the proposed destinations:

Maputaland / St Lucia (Umlalazi River Mouth to Kosi Bay) - linkage to Wildlife

Product Description:
Approximately 250 kilometres of mostly pristine beaches, including the Greater St. Lucia Wetland Park World Heritage Site, and stretching up to Kosi Bay. Wildlife areas of Mkhuze, Phinda, Tembe, Ndumu, Pongola, Itala and Hluhluwe- Umfolozi are included within this destination. These all contribute to the potential of creating a world-class unique coastal and wildlife destination and tourism cluster within the Kingdom of the Zulu.

Potential Market: Due to the potential uniqueness and product clustering of this destination, it is proposed that the focus of tourism product should be on high quality / mid to high income / low-density tourism, offering exclusive individual beach and wildlife destinations with sensitive environmental management. This should be targeted at 'A' income domestic and foreign tourists arriving by scheduled flights and connecting local charters to airstrips in close proximity to the destinations. Spinal corridor routes need to be able to provide close road vehicle accessibility without spoiling the perception of the exclusiveness of the destination.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The Greater St Lucia Wetland Park (World Heritage Site), stretching from Cape St Lucia in the South to Kosi Bay in the North and inland, generally using the N2 as the Western Boundary.

Secondary Nodes:
- Hluhluwe-Umfolzi Park
- Itala / Pongola
- Richards Bay Waterfront & Marina
- Linkage to the Zulu Heritage & Cultural Trail

Proposed Key Sites:
Coastal:
Kosi Bay
Mabibi and Lake Sabayi
Sodwana Bay
Greater St. Lucia Wetland Park
St. Lucia
Mapelane
Richards Bay Waterfront and Marina Wildlife:
Tembe Elephant Park
Ndumu Game Reserve
Jozini / Ghost Mountain / Pongola Reserve
Mkuze and Phinda Reserves
Itala Nature Reserve
Hluhluwe-Umfolozi Park
Royal Zulu Reserve & Biosphere

Cultural / Rural:
Border Cave
Grave of King Dingane
Maqonqgo
Ongoye Forest

Recommendation for Public Sector Funding:
Due to the advanced stage of the Lubombo Spatial Development Initiative, and the knowledge that KZNTA have been involved in the processes to date, research into the individual projects and infrastructural needs of this destination has not been undertaken. However, it is recommended that this destination should continue to be considered as a key priority for tourism product development in the province by KZNTA. Dolphin Coast (Westbrook to Umlalazi River Mouth - The 'King Shaka Region' & Gateway to Zulu Heritage & Culture

Product Description:
Approximately 50 to 70 kilometres of superb beaches and coastline, which has already been identified as probably having the best prospects for re-attracting higher-income domestic and international tourism, given careful environmental management. With this stretch of coastline acting as the Primary Attraction, it is proposed that the development of Secondary Attractions and Visitor Facilities that will complement the destination as a major domestic and international coastal resort be investigated. This is closely identified as being linked to the Kingdom of the Zulu through providing direct linkage and accessibility to the proposed Zulu Heritage and Cultural Trail.
Potential Market:
It is proposed that the focus of tourism product should be on medium to higher quality / lower middle to higher middle income / medium to high-density tourism, offering a range of beach resort style individual destinations. These should be targeted at 'A'and 'B' income domestic and foreign tourists arriving either direct by road or air via Durban, with international scheduled and/or charter flights for the foreign market.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The coastal stretch of beach from the Tongati River in the South to Tinley Manor in the North. (King Shaka Coast)

Secondary Nodes:
Linkage to Zulu Heritage & Cultural Trail Linkage to The Valley of 1000 Hills

Proposed Key Sites:
Coastal:
Zimbali
Ballito
Shaka's Rock
Salt Rock
uMhlali Beach
Tinley Manor
Blythedale Beach
Zinkwazi Beach
Thukela Mouth
Amatikulu
Mtunzini / Umlalazi

Recommendation for Public Sector Funding:
Not including recommendations for the Zulu Heritage & Cultural Trail, which have been included elsewhere in this report, the key recommendation is for the establishment of a major coastal resort development, but within the context of an overall coastal development masterplan. The project, which has been identified in conjunction with the Ilembe District Municipality, is located on the northern banks of the Tongati River at the river mouth. A comprehensive report has been prepared for this development, which sets out the extent of Public Sector support & finance.

Durban (Scottburgh to Westbrook) - A Zulu / Cosmopolitan Buzz and Vibrancy and Gateway to the North, West and South of KwaZulu-Natal

Product Description:
At present Durban can probably best be described as a confusing tourism destination as it does not appear to have a single focused image or reputation as to what its Primary Attraction is to both the domestic and foreign tourist markets. This can probably be attributed to the transitionary phase that it finds itself emerging from and is therefore not suggested as being the fault of any institution, but rather as a result of its circumstances. At present it appears to be marketing itself as offering everything to everyone, which is resulting in other more focused competitive destinations gaining market share of the available tourist-source markets.

Due to the strategic importance of Durban within the context of tourism growth within KwaZulu-Natal, it would be arrogant to be able to suggest the complete solutions solely within this document. Therefore the focus has been on providing an indication as to the direction that could be taken. The key stakeholders should then be tasked with more fully developing an agreed vision, image and strategic agenda for its implementation.

Some fundamentals that are recommended to be addressed are as follows:

What is the image, ethos and ambience (reputation) that Durban wishes to project into the tourist-source markets? As the principal gateway into the Kingdom of the Zulu, surely it needs to conform more to this branding. It is suggested that Durban has the potential of being the most significant African City as a coastal tourism destination. Its key access points, such as the airport, harbour and main roads, need to project more of an image in keeping with the branding of the Kingdom of the Zulu.

What is Durban's Primary Attraction, and what are its Secondary Attractions and Visitor Facilities that could differentiate it from its competition? Again, coastal tourism is the dominant tourist-source market; therefore it is recommended that focus be given on developing its beach product to be more in keeping with the needs of its primary tourist-source markets.

What should the focus be in identifying the tourist- source markets? Having identified what and where its target markets are, Durban will then need to identify what it must offer to meet the needs of those tourists.

If Rio de Janeiro is used as a comparative example, its beaches have names such as Copacabana; Ipanema; and Flamenco, which have all created international brand images in their own right. Durban offers North, South and Battery as some of its names, none of which conjure up an exotic image in keeping with the Kingdom of the Zulu. Umhlanga is perhaps the one exception and has certainly been able to develop its own image.

Hotels along the beachfront should be able to provide a degree of exclusiveness for use of certain areas of the beach. The hotels could then start to build on an image linked to their particular beach areas. The proposed beach areas could be operated under a concessionary arrangement to local qualified and trained SMME's, who then contract with the 'linked'hotels, in order to provide beach, refreshment and entertainment facilities for exclusive use of the hotel residents and other paying guests. The tourist and visitor want to use the beach to its fullest extent, Durban needs to provide facilities in keeping with these needs and not create barriers between what the customer wants and what is available, otherwise the customer will certainly go where his / her needs are being met.

The development of the Point Waterfront will go along way to providing a significant Secondary Attraction and range of Visitor Facilities, which will boost the Primary Attraction of the beach. Hopefully attention will be paid to its 'Zuluness' being in keeping with the Kingdom of the Zulu.

Yachting, boating and cruise tourism, together with related water sports and other activities, are significant opportunities that appear to be underestimated within Durban. Significant similar facilities are being developed to the north and into Mozambique which, if not linked to Durban, could pose serious competitive threats to the Durban tourism market within the next 10-years. Durban has the potential to act as the 'southern anchor' marina for the East African Seaboard. Such a development needs to be encouraged and supported, if not driven, by the appropriate Durban authorities.

All of the above are fundamentals that can contribute towards Durban maximising its tourist numbers, as well as their length of stay. However, in addition to the above, attention needs to be given to adding significant Secondary Attraction and Visitor Facilities within the Heritage and Culture and Wildlife sectors. Next to the beach, these two sectors are identified as being the next highest on the visitors' list of things they want to do. The nature of the majority of Durban's tourists, usually for reasons of time and/or cost, means that they cannot travel northwards to enjoy the Game Reserves and Zululand areas. The opportunity therefore exists to provide such facilities within closer proximity to the Durban Beachfront. In this regard, support is recommended to the following product development:

- Cato Manor
- Inanda 'Freedom Valley'Community Tourism
- Inanda Tourism Route
- Isithumba
- KwaMashu
- Mkhambathini Game Reserve
- Shongweni Community Tourism
- The Valley of 1000 Hills
- Township Tourism
- Zulu Heritage and Cultural Interpretive Centre

Potential Market:
Durban offers a range of medium to high-density beach tourism facilities in the high, medium and lower income range for both domestic and foreign tourists. It is proposed that it has the spatial capacity to maintain such a range, provided this is done within a controlled masterplanning environment. It is recommended that Durban needs to consider spatial sub-groupings of mini- destinations that link certain hotel groupings with exclusive beach areas, which can then develop their own market image, which can then be marketed to targeted tourist-source markets. An example in this regard is as follows:

Cluster the hotels along the Marine Parade between the Edward Hotel on the corner of Sea View and the corner with Old Fort Road. Allocate the beach, or a part of, between Dairy Beach and North Beach Piers for the use of the hotel guests and other visitors willing to pay for the use of the facilities. Create the opportunity for one or more SMME concessionaire operated facilities, which would contract with the hotels for providing the services that would include seating areas with umbrellas; water and beach sport activities; serving of refreshments; restaurant eating facilities; music and other forms of entertainment. Such a clustering could, for example, use the name of 'Embizeni', which would start to create an image and branding for marketing purposes that would work within the Kingdom of the Zulu, but also stand alone when selling it to the targeted tourist-source markets.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The Beachfront, stretching from the Point in the South to Blue Lagoon in the North.

Secondary Nodes:
Eco-tourism linkage to The Valley of 1000 Hills Zulu Heritage & Culture and Township Tourism Durban Marina.

Recommendation for Public Sector Funding:
The recommendation focuses on the 3 core attractions of Coastal; Heritage & Culture; and Wildlife. Certain Coastal recommendations are contained within the infrastructure section of this report. The following relates to the Destinations, Nodes and Sites for Public Sector Funding:

- Point Waterfront Development (Coastal & Cultural)
- Valley of 1000 Hills / Mkhambathini Game Reserve (Cultural & Wildlife)
- Inanda Tourism Route (Heritage & Cultural)
- Cato Manor Tourism Route (Heritage & Cultural)

The South Coast (Scottburgh to the Wild Coast) - The existing reputation of the South Coast as a Domestic Beach Destination linked to the emergence of the Wild Coast

Product Description:
The South Coast, as it has been known historically, comprises approximately 100 kilometres of sandy beaches, bays and lagoons stretching from Scottburgh to the Wild Coast. A variety of activities exist and have potential for further development. These include amongst others, golfing; scuba diving; whale and dolphin watching; and the annual sardine run. This area has been the preferred playground of the South African domestic holiday tourist for many years and has developed according to those needs. Inland are vast areas of relatively poor rural communities that have received little or no benefit from the coastal tourism corridor. It is proposed that the South Coast be maintained primarily as a domestic tourism destination, due primarily to the affordability of the existing products. The Primary Attraction remains its wide variety of beaches, however, attention needs to be given to the standard and type of visitor facilities in keeping with the need and demands of the targeted domestic tourists, particularly the newly emerging Gauteng tourist market.

Inland, the potential exists to develop adventure, eco and cultural tourism products that would add value to the coastal destinations and again provide a differentiation with other destinations in KwaZulu-Natal and elsewhere.

Potential Market:
It is proposed that the focus of tourism product should be on lower to medium quality / lower to higher middle income / medium to high-density tourism, offering a range of beach resort style destinations. These should be targeted at 'B'and 'C'income domestic and foreign tourists arriving either direct by road or air via Durban, with international scheduled and/or charter flights for the foreign market.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The coastal stretch of beach from Port Edward in the south to Port Shepstone in the north and creating a triangular node by going inland to include Oribi Gorge/uMzimkhulu Game Reserve.

Secondary Nodes:
Future Linkages to the Zulu Heritage and Cultural Trail

Recommendation for Public Sector Funding:
Two marina / resort developments are in the planning stages for Port Shepstone and Hibberdene, which are considered as having the potential to significantly contribute to re- generating the South Coast as a tourist destination for the domestic market, and in particular the higher-spend tourists from Gauteng. The re-development of the Mpenjati Resort has also been identified, for a number of reasons, including its proximity to the Wild Coast, as a product that could act as a catalyst for the southern part of the South Coast destination.

In addition an initiative to investigate ways of linking the Oribi Gorge with the proposed Umzimkulu Reserve would significantly contribute to opening up tourism within the rural areas of this Destination.

Durban / Pietermaritzburg / Midlands Tourism Corridor – with its linkage to the Southern Drakensberg and the proposed Lesotho Loop

Product Description:
The principal tourism products are sites of scenic, heritage and cultural interest, as well as tourism retail and short-stay accommodation. In addition, a number of dams / nature reserves are frequented by tourists.

At present, the area benefits predominantly from domestic tourism, with a limited support from the foreign tourist sector. Pietermaritzburg, the Midlands Meander and Howick were the most popular places visited.

Apart from a component of the domestic tourist sector, most visitors appear to use this area as a secondary attraction during their visit to KwaZulu-Natal.

It is also proposed that the Southern Drakensberg be linked to this destination cluster, which would include the potential of a ‘Lesotho Loop’ using Sani Pass, Ramatselisao’s Gate and Qachas Nek.

Potential Market:
Due to the strategic location of this corridor straddling the N3 with its large number of vehicle-travelling tourists, and even more so, its close proximity to the main tourism destination of Durban, it is proposed that the focus of tourism product should continue to remain on the Secondary Attraction products that will primarily benefit from the ‘flow-through’ effect of domestic and foreign tourists visiting the provinces’ Primary Attractions.

New product should focus on medium to higher quality / lower middle to upper middle income / low to medium density tourism, offering a range of scenic sites; wildlife; and culture and heritage destinations. These should be targeted at the ‘A’ and ‘B’ income domestic and foreign tourists travelling along the N3, or staying in Durban; the north-coast; or the south-coast, who would be looking for day-trips or short-stay added components to their holiday.

Whilst this area is not considered as a Primary Attraction within the Province, it is very much this type of product that will contribute towards lengthening the stay of the tourist during their visit to KwaZulu-Natal.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The Valley of 1000 Hills.

Secondary Nodes:
Southern Drakensberg Linkages to the Zulu Heritage and Cultural Trail

Recommendation for Public Sector Funding:
The continued support of development of the Mkhambathini Game Reserve, with its linkage to the Valley of 1000 Hills, is considered as being the single most significant tourism development within this destination. The ability of providing an appropriate wildlife attraction in such close proximity to Durban would not only provide a strong differentiation for KZN’s primary destination of Durban, it would also significantly enhance further tourism development opportunities within these rural areas between Durban and Pietermaritzburg.

Thukela Gateway – linkage to the Ukhahlamba- Drakensberg World Heritage Site; Wildlife; Heritage and Culture; and the Battlefields

Product Description:
Most of this area falls within the region of the province currently being marketed as the “Berg, Bush & Battlefields”, an initiative jointly being undertaken by the Uthukela and Umzinyathi District Municipalities together with Tourism KwaZulu-Natal.

The Northern and Central Drakensberg – the Ukhahlamba- Drakensberg World Heritage Site – appears to represent the Primary Attraction within the area, supported by a variety of Secondary Attractions and Visitor Facilities, such as the Heritage, Culture, Battlefields and Wildlife products available throughout the area, which in turn are supported by a variety of places to stay.

At present the main reason for domestic tourists visiting the area appears to be linked to the Drakensberg Mountains, for a variety of outdoor pursuits and activities. However, the total percentage of these visitors appears to be less than 10% of the domestic tourists visiting KwaZulu-Natal. The associated wildlife, heritage, cultural and battlefields attract even less visitors at present, according to available research.

With the foreign tourists, again the Drakensberg Mountains proves to be the most popular destination, primarily for the scenery, hiking, mountain climbing and other outdoor activities. The Battlefields were perhaps one of the least supported of the attractions in the area and limited in their contribution to tourism revenue. Demand for wildlife, heritage and culture attractions from foreign tourists is high and it can be assumed that the lack of product within these categories is inhibiting further growth of foreign tourists into the area at present.

One of the key tourism assets of this area is the fact that the N3, as well as the N11, pass through the northwestern region. As stated previously, these are some of the busiest tourism transit routes in the country. The ability, therefore, to tap into the ‘flow- through’ effect of these tourists is vitally important in order to grow market share. The proximity to the major KZN tourist- source markets of Gauteng and KZN is also a critical factor in this regard.

Potential Market:
It is understood that the area already has an initiative underway for the creation of a “tourism triangle” that will link the Drakensberg Mountains to the province’s coastal and wildlife attractions. It is considered that this concept is sound and warrants further consideration. However, it is suggested that a re-alignment of the “tourism triangle” be undertaken taking the following issues into account: It has already been established that the Primary Attraction for the Province is its coastline – this is the area that has the potential to attract the greatest number of tourists, both foreign and domestic. It has been identified, through market research, that the Primary Attraction within the “Thukela Gateway” destination is the Drakensberg Mountains. It has also been identified through market research, that the next most popular visitor attractions relate to wildlife and Zulu heritage and culture. It is suggested that the main tourist-source markets for the “Thukela Gateway” for the future, will be foreign and domestic tourists that are already visiting the province’s coastline, as well as a direct source from the Gauteng and KZN markets. The “Thukela Gateway” area needs to develop more Secondary Attractions and Visitor Facilities in order to strengthen its ‘Tourism Clustering’ within the area. In terms of market demand, such attractions and facilities need to be focused on improving the Primary Attraction of the Drakensberg, as well as Wildlife and Zulu Heritage and Culture Secondary Attractions and Visitor Facilities. It is also suggested that the “Battlefields”, whilst they may appeal to certain niche-market tourism, on their own they are not considered as a high-ranking secondary attraction in terms of visitor numbers, nor with the low tourism revenue they generate. However, through the linkage of some of the sites to Zulu heritage and culture, and particularly the story they have to tell being told from a Zulu perspective, it is believed these products can be re-generated into more significant visitor attractions. Particular attention is recommended to the development of wildlife attractions due to the distinct advantage for the foreign tourists of the area being malaria free.

Based upon the above, it is recommended that the focus of tourism product within the “Thukela Gateway” should be on medium to higher quality / lower middle to higher income / low to medium density tourism, offering a range of experiential tourism in the Drakensberg Mountains, as well as key secondary attractions in the Wwldlife and Zulu heritage and cultural sectors, initially in close proximity to the N3.

Proposed Key Nodes:
The key Nodes of this destination are recommended as follows:

Primary Node:
The Ukhahlamba-Drakensberg World Heritage Site.

Secondary Nodes:
The Thukela Gateway (Ladysmith/Colenso/Weenen/Estcourt corridor between the N3 in the West and the Thukela River in the East). Linkage of the ‘Battlefields’ to the Zulu Heritage and Cultural Trail.

Recommendation for Public Sector Funding:
Continued support for community-based tourism product development within the Mnweni Valley, and in particular, the proposed Drakensberg Cableway. As well as the proposed Zulu Cultural Theme Park and associated Game Reserve.

3.6 Identification of Key Infrastructure required for Tourism Product Development

Infrastructure has been identified as falling into two categories: Soft and Hard, which have been defined as follows:

Soft Infrastructure
This relates mainly to intellectual, managerial, administrative and technical support that KZNTA is recommended to provide on a variety of tourism initiatives that have been identified; as well as market research and other marketing related issues. The focused objective is on maximising tourist numbers into KZN and the resultant tourism revenue yield, in accordance with the goals and targets contained within the Tourism Strategy 2000. It is considered that the ‘soft infrastructure’ issues recommended below are a pre-requisite in bringing about sustainability for the recommended core product development issues. In certain cases they will be followed by hard infrastructure implementation.

Hard Infrastructure
Hard Infrastructure relates more to the physical built requirements that are necessary to facilitate ‘ease- of-access’ for tourists once they are in the province, as well as making it easier and simpler for the tourists to remain in the province for longer periods, due to the expanded range of tourism product in keeping with the tourists’ needs. Hard Infrastructure also relates to physical built requirements that are necessary to be facilitated in order to make areas more attractive to potential investors looking at specific tourism product development.

Recommendations for Soft Infrastructure Required for Tourism Development:
- Management of Perceptions of Personal Safety (Crime, Grime & Health) - Market Research of Tourist-source Markets & their ‘Needs’ - Management of the ‘Supply Chain’ - Accessibility – Destination Marketing - Accessibility – Ease of Access - Accessibility – Tourism Route / Access Development within each Destination - Product Development Monitoring Database & Prioritisation Model

Recommendations for Hard Infrastructure Required for Tourism Development:
- Richards Bay Cruise Ship Passenger Terminal - Local Airstrip Upgrades at Dukuduku; Hluhluwe; & Manzangwenya - Coastal Marina Developments (Durban; Port Shepstone; Hibberdene) - Ukhahlamba-Drakensberg Access Road Upgrades - Continued Implementation of Infrastructure within the Lubombo SDI - Margate Airport Upgrade - South Coast Marinas

A summary table of the recommendations for tourism product and infrastructure is included in Annexure 1 of this document.

3.7 Identification of Key Tourism Sites for Private Sector Investment

The following projects have been identified for prioritisation for Private Sector Investment within the context of the Tourism Product Development Strategy. In most cases these projects are seen as joint Public / Private sector initiatives due to their recommended strategic importance in achieving the goals and targets set with the Tourism Strategy 2000:

- Coastal Marina/Resort Developments (Durban; Port Shepstone; Hibberdene) - Dolphin Coast – Coastal Resort Development - King Shaka International Airport - Lubombo SDI / Greater St. Lucia Wetlands Park – various product developments - Margate Airport Upgrade - Point Waterfront - Richards Bay Cruise Ship Passenger Terminal - South Coast - Mpenjati Resort

A summary table of the recommendations for tourism product and infrastructure is included in Annexure 1 of this document.

3.8 Identification of Key Tourism Development Projects

The following have been identified and are recommended as the most significant development projects in terms of attaining the various goals and objectives as contained within the KZNTA Tourism Strategy 2000, as well as having been formulated within this Tourism Product Development Strategy. Detailed project sheets, containing preliminary proposals, budgets and timeframes for implementation, for each project are included as Annexure 2 of this document:

3.8.1 ZULU HERITAGE & CULTURAL TRAIL
Project 1. On the basis that a single project will not provide the strategic intervention necessary to act as the catalyst for the formation of the Zulu Heritage and Cultural Trail, it is recommended that the minimum implementation should focus on 2 strategic components, namely –

- To enable ‘ease-of-access’ onto the trail from the major tourist-source markets – Durban and north and south coast in close proximity to Durban.

- To provide world-class attractions, which will draw the tourists ‘through’ the Zulu Heritage and Cultural Trail once they have been initially attracted to it.

Based upon the above, the following three initial projects are recommended for implementation:

Project 2.The King Shaka Tourism Route focused around KwaDukuza, and in particular the re-generation of the King Shaka Interpretive Centre.

Project 3. The combining and development of the eMakhosini Valley and Opathe Game Reserve (eMakhosini Heritage Park – Valley of the Kings)

Project 4. The development of a reduced / phased Isibaya (The Royal Zulu House at Nongoma)

3.8.2 LSDI / MAPUTALAND / ST. LUCIA
Project 5. With the objective of focusing on ‘accessibility’ and increasing the number of tourists and tourism revenue, the development of the proposed Cruise Ship Passenger Terminal at Richards Bay is recommended as the key infrastructure project. Redirection of world tourism, post 11 September, as well as demand for new destinations in the Cruise Ship industry, support this initiative as a key strategic intervention for increasing tourists into the Greater St. Lucia Wetlands Park, Wildlife and Cultural attractions of this destination, as well as providing a ‘word-of-mouth marketing tool for future tourism visits.

3.8.3 DOLPHIN COAST
Project 6. With the objective of focusing on the need to develop world-class coastal resort developments along the KZN Coastline, the recommendation is for support for the development of the proposed Coastal Resort Complex on the Tongati River, as identified by the Ilembe District Municipality. The underlying logic for this selection revolves around the fact that this stretch of coastline has already been identified as being probably the most suitable for such a development. The recent favourable news regarding the development of the King Shaka International Airport also provides the motivation for resort development in close proximity to this key transportation hub.

The development of such a resort is also considered as having the potential to act as a catalyst for further resort and similar development along this stretch of coastline.

3.8.4 DURBAN BEACHFRONT
Project 7. The preparation of a Strategic Tourism Development Plan for Durban Beachfront, including the Point Development and Marina’s to the south and up to and including Blue Lagoon / Umgeni River Mouth to the north, in terms of the recommendations previously contained within this report.

3.8.5 VALLEY OF 1000 HILLS
Project 8. This spatial tourism attraction has the ability to provide accessibility for tourists into rural areas associated with eThekweni Unicity; uGungundlovu and King Skaka District Municipalities. It can provide a range of scenic, wildlife and cultural attractions in close proximity to the major tourist-source market of Durban, thereby adding to the value of Durban as tourism destination, with the potential of growing tourist numbers and their length of stay, but perhaps most importantly providing a strategic intervention for developing tourism into the previously disadvantaged areas around the periphery of Durban. The key projects are the continued development of Community / Cultural Tourism in Inanda with a linkage to, and including, the Valley of 1000 Hills Tourism Routes, plus the establishment of the Mkhambathini Game Reserve.

3.8.6 UKHAHLAMBA-DRAKENSBERG
Project 9. This is considered as the primary inland tourism attraction within KZN and, with Project 10. its recent granting of World Heritage Status, it is recommended that issues around accessibility need to be attended to. A number of Access Road Projects have been identified, which are proposed as being grouped together as a single project for implementation. The development of the Mnweni Valley is considered as the key development initiative that will act as a catalyst for further tourism related development within the area. In particular the development of the proposed Drakensberg Cableway is considered as being the most significant tourism draw-card and major attraction that could be developed within the area.

3.8.7 SOUTH COAST
Two principal aspects inform the recommendations for key development projects for the South Coast.

Project 11. The first is motivated as a strategic intervention to improve upon attracting (or rather re- attracting) the higher-spend category of domestic tourists, as well as foreign tourists. The concept of one or more coastal resort complexes, incorporating waterfront and/or marina facilities, are considered as being the type of primary attraction that could help rejuvenate the South Coast tourism industry. Such developments could act as the necessary catalyst to increase tourist numbers, which in turn could leverage new investment for upgrading of existing private sector tourism assets, as well as new developments.

It is understood that the Ugu District Municipality are presently engaged with two such development initiatives at Port Shepstone and Hibberdene. It is recommended that it may be necessary to initially step back from these ‘project driven’ initiatives and first re-evaluate two key components:

- What would the market demand be for such developments? - What would be the best locations along the stretch of coastline between Port Edward and Scottburgh for such developments?

In this regard, it is recommended that investigations should include historical research as to why yacht owners previously relocated mooring of their boats to Cape Town from Durban. With the recent opening of new marinas at Richards Bay and Maputo, as well as the ability to sail / cruise further north along the East African coastline, plus the additional proposed marina facilities in Durban, whether, with additional mooring capacity along the South Coast, these boat owners would consider relocating back to KwaZulu-Natal.

Project 12. The second is motivated by the recognised need to open up ‘inland-tourism’ into the rural areas of the South Coast hinterland. Whilst a number of individual projects within these areas have been identified during this assignment, it appears that ‘individual’ is just what they are. The recommendation is to develop some form collective framework whereby the variety of individual projects focusing on culture, heritage, wildlife and the scenic beauty of the area, is brought together with the objective of creating a single inland destination image. The recommendation in this regard is to focus initially around the existing Oribi Gorge tourism asset and both north and south of the line of the Umzimkulu River. This would include such projects as the Uzumbe Game Reserve, proposed Umzimkulu Game Reserve, Gilbert Eyles, Muzimumbe, Mbumbasi, Nyamazane, Mfangisale and Ndwebu, with a key component of accessibility being provided by the proposed Steam Train from Port Shepstone to Harding, as well as the development of a tourism route linking all the sites together. This would obviously require a re-focusing of previous individual efforts into the creation of a collective spatial inland destination, which would need to be agreed with the District and Local Municipalities and other stakeholders in the first instance.

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