1. Creating a Local Competitive Advantage for Ilembe Tourism Results of the PACA Exercise 20 - 28 October 2003

2. Objectives of presentation To present the findings of the PACA: Strengths and weakness of Tourism sector Recommendations To plot the way forward

3. Purpose 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.

4. Process 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

5. 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

6. Strengths (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

7. Weaknesses 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

8. Weaknesses (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

9. Recommendations 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

10. Opportunities 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

11. Opportunities for New Business (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)

12. Opportunities for existing Business 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

13. Projects for ILEMBE District Council 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

14. Projects for ILEMBE District Council (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

15. Projects 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

16. Projects 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

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

18. Thank you for your participation Contact details for any queries: Cheryl084 521 0005cheryl@ilembe.org.za John083 266 8796 jl@mesopartner.com Nozipho073 267 6346 Johan082 326 8373jg@mesopartner.com

19. High level observations Ensure that the anchor activities, beaches and accommodation, is maintained and upgraded Increase the length of stay of existing tourists, by offering more experiences Increase the variety of things to do Link coastal and inland opportunities Develop under utilised assets Add value to current experiences

20. How to grow tourism in Ilembe - continued Leverage inland assets (Cultural history and natural assets) to draw more tourists Cultural sites need big improvements to satisfy needs of tourists Arrange activities for women and children Give more information to tourists