City of Durban: Draft Visitor strategy

Strategetic
Durban Tourism / visitor industry - 2012

Total visitors: 3.8 million

Spend / revenue contribution to Durban economy: R5.7 billion
Total sector jobs: 61,000

2012: Durban visitors 2012: Visitor spend in Durban

16% 11%
26%
23%
61% 63%

International Inter-provincial Intra-provincial (local)

Assessment of situation: options

Severe assessment requiring Durban visitor industry

substantive intervention 2009-2012

Total visitors: - 21%

Revenue: - 24%
Average assessment requiring Jobs: -19%
Current adjustments to current strategy or Total visitors: - 1.2 million
position execution Total revenue: - R 2 billion
Jobs 18 000

Sound assessment requiring no

change to current strategy and
operations
Scenarios: to intervene or not?

Source: out of province Arrivals: 5.0 million

Yes Spend: R 10 billion
Arrivals: 1.4 million Jobs: 74,000
Spend: R 5.2 billion
Jobs: 35,000
Arrivals: 3.8 million Strategy
Spend: R 5.7 billion
Jobs: 61,000 Change ?
Arrivals: 1.3 million
Spend: R .5 billion
Jobs: 26,000 Arrivals: 3.5 million
No Spend: R 5.9 billion
Source: Locals
Jobs: 56,000

2012 2020
The strategy: Growth from stability

VISION: Durban: Africas smartest city

MISSION: 5 million visitors by 2020, (1 million will be

international)

2020 GOALS:
Out-of province visitors 2.5 million (2012: 1.5 million) i.e. 67% increase
Out-of-province spend R 10 billion (2012: R 5.3 billion) i.e. 93% increase
Total visitor industry jobs 75,000 (2012: 54,000) i.e. 40% increase

Strategetic City of Durban: draft visitor strategy 2020

The strategy: What are we going to do / change?

Saturate markets with Durbans

key messages
Promoting

Expose Durban product

Experiences Distribution

Industry effectiveness
Redefine roles and
accountabilities

Strategetic City of Durban: draft visitor strategy 2020

The strategy: enablers
Industry policy
Responsibility allocation
Council Time frame

From Durban Tourism to Destination Durban

5 year funding
DT Separation from municipality

Public/private partnerships
Industry
Integration

Markets that will generate returns

Market Experiences and information that will induce travel
focus

Strategetic City of Durban: draft visitor strategy 2020

The strategy: KSF Market focus

Current contribution to Durban

Low High

High Develop Core

Projected contribution to Durban

Low
Leave Selective regeneration
RECOMMENDED: Market focus

Current contribution to Durban

Low High

High Develop Core

GAUTENG
Projected contribution to Durban

Namibia UK
Mozambique USA
Nigeria ,Kenya Germany
Botswana & India
Zambia China

Australia / NZ
Netherlands
All others France
Singapore
Mozambique (*)
Low
Leave Selective regeneration

(*) needs further reinvestigation as this is probably a leave market

The strategy: KSF demand development (phase 1)-
National Geographic partnership

NG Documentaries
Print features
Social media City + 250 million people in
Digital +- 23 countries

Strategetic City of Durban: draft visitor strategy 2020

The strategy:
The concept KSF demand development (phase 2)
structure
The worlds 21st century cities:
Comprises two discrete creative forms

The worlds smart cities Let the buildings speak

Anchor: TV series of 18 X one Anchor: Digital series of 2 or

hour documentaries more X 2 minute documentaries

The story of the city as told by The story of the city as told by
residents and semi-permanent some its more important
residents buildings and icons
The strategy: KSF demand development (phase 2)

NG Documentaries
Print features
Interactive magazine City + 80 million people in
Digital +- 10 countries
Exhibitions

Strategetic City of Durban: draft visitor strategy 2020

The worlds smart cities

Phase 1 Phase 2 Phase 3 Pool

Abu Dhabi Austin
Durban Bath/Bristol Bilbao Boston
Adelaide Bucharest Hong Kong Cape Town or
Budapest Istanbul Pretoria
Krakow/ Lisbon Iraklion
Warsaw San Diego Edinburgh
Brasilia Dublin
Prague Raleigh
Santiago Richmond
Wellington Singapore
York Monterey
(Mexico)
Montreal
Vancouver

Strategetic City of Durban: draft visitor strategy 2020

The strategy: Distribution

Distribution
manager Industry Relations Manager

SAT KZN Tourism

Country A Region B Country C CTOs Associations

Representative Representative Representative Universities

Trade Trade Trade Industry

Strategetic City of Durban: draft visitor strategy 2020

The strategy: Destination Durban functional structure

Strategetic City of Durban: draft visitor strategy 2020

The strategy: Execution timeframe

Milestone July 2013 Oct 2012 Jan 2014 April 2014 July 2014+

DT/ DD structure
Country marketing plan
Country distribution plan
International representation
Industry structures
Experiences dispersal plan
Industry strategy / plan
consultation
Experiences dispersal
Distribution execution

Mission critical dates

Strategetic City of Durban: draft visitor strategy 2020