Durban launches endless waves of tranquility summer campaign

 

NONDUDUZO NGCONGO

THE City is the place to be this summer. And to further position Durban as a destination of choice, eThekwini Mayor Councillor Cyril Xaba unveiled the City’s summer campaign ‘Endless waves of tranquillity’ on 11 September.

EThekwini Mayor Councillor Cyril Xaba unveiled the City's summer campaign on 11 September at the Coastal Beach Resort. Mayor Xaba said projections indicate over 1,3 million visitors will flock to the City during the 2024/25 summer season. | Picture: THULI DLAMINI. 

The launch took place at the Coastal Beach Resort that overlooks Umgababa Beach, which is considered one of the City’s tourism hidden gems.

Addressing the media and industry stakeholders, Mayor Xaba said such campaigns are crucial in marketing destination Durban. He said the launch will kickstart a series of destination promotion roadshows on digital platforms and through media to ensure the message reaches a wider audience.

“The campaign aims to unpack our festive season plans including holiday packages and safety measures that will be implemented. We encourage tourists to start booking their summer holidays in Durban. Through this campaign we want to ensure an increase in the projected number of visitors to Durban.”

Picture: THULI DLAMINI.

Mayor Xaba revealed that projections indicate over Durban launches endless waves of tranquillity summer campaign 1.3 million visitors will flock to eThekwini during the 2024/25 summer season.

“An occupancy rate of more than 65 percent is estimated. The direct spend is expected to be around R2.5 million contributing approximately R6.3 million to the GDP, while creating about 11 423 employment opportunities. Tourism is one sector which has a multiplier effect on the economy. This is one of the main reasons we fully support tourism promotion initiatives,” he added.

This, said Mayor Xaba, is testament that the City continues to support employment creation in the tourism sector. He cited the Coastal Beach Resort as an example, saying the establishment started in 2015 as a Shisanyama and by 2021 had developed into a fully-fledged resort offering 25 accommodation rooms, a restaurant, lounge, pool and was an events venue for hire. He said the resort has created 11 employment opportunities.

Destination promotion activations that Durban Tourism will be embarking on were also unpacked during the launch. This includes route development discussions for Zambia and Zimbabwe taking place from 12 to 16 September, an international tourism trade show in Europe from 16 to 20 September, and market roadshows taking place across Gauteng from 19 to 22 September.

Issues of safety and security were also highlighted to reassure visitors and residents that their safety is a priority. Mayor Xaba highlighted the progress of smart policing explaining how the City will use technology to proactively prevent crime.

During the launch, attendees experienced some of the activities offered at the resort such as horse riding along the beachfront. Nearby tourism offerings were also highlighted such as shark diving, Splash Waterworld, deep sea fishing, African Watersports Aliwal and more.

The upcoming Blue Economy Week, from 24 to 28 September, activation was also held on the day. The week aims to showcase coastal and ocean resources and activities to promote economic growth.