To revive the City’s tourism sector, eThekwini Municipality on 10 September launched the My City, My Heritage campaign at uShaka Marine World.

The campaign looks at travel and tourism in a new way, reminding visitors how culturally diverse the City is by showcasing its hidden gems.

The campaign was launched by eThekwini Mayor Councillor Mxolisi Kaunda during Tourism and Heritage Month.

Industry stakeholders lauded the initiative calling it an innovative marketing tool to aid the recovering tourism sector which has been adversely affected by Covid-19 and the recent civil unrest.

 

Mayor Kaunda said: “Through this campaign we are going to unearth and showcase Durban’s hidden gems to promote domestic tourism. This will be achieved through several roadshows, digital activations and competitions encouraging people to rediscover Durban through heritage tourism.”

 

He said the campaign will take South Africa on a digital historical journey of Durban, to rediscover the City through media campaigns.

 

Mayor Kaunda said there has already been an increase in visitors to the City. They are projecting increased visitor numbers during the heritage public holiday long weekend from 23 to 26 September and the October school holidays from 1 to 10 October.

 

“For the September long weekend, we are anticipating 60 percent visitor occupancy which equates to 75 000 visitors including day visitors, a direct spend of R103 million, injection of R256 million to the GDP and 550 jobs being created. For the October school holidays, we are forecasting a 55 percent visitor occupancy which translates to 90 000 visitors including day visitors, R192 million direct spend and R476 million contribution to the GPD. Around 1 020 jobs will be created,” he said. 

 

Chief Executive Officer of uShaka Marine World Ndabo Khoza said: “We are prepared to work with the City as stakeholders to ensure Durban is a destination of choice. As a coastal city, it is imperative to showcase and educate people about marine life. We encourage residents to be visitors and explore their own City.”