PRESS RELEASE - July 1999

DURBAN BACK ON TOURIST MAP

Durban is back on the tourist map judging from bookings this past July season but current holiday trends sound some warning bells.

Volumes were up by 30% according to South Africa’s top accommodation brokers, Optima. However, stays are shorter.

"This is a national trend where holiday makers are booking for 4 days or long weekends, as opposed to a yearly vacation, at destinations within driving distance", says Optima managing director, Rioma Cominelli.

Durbanites are heading along the north or south coast or to the Berg as opposed to previously when Cape Town and the Eastern Transvaal were most popular.

She adds that consumers are also becoming more discerning and looking for different experiences. "So your "obvious" holiday venues like Durban are coming up against competition for more unusual destinations such as the
bush or the mountains.

"Durban needs to keep reinventing itself and promoting its attractions to remain popular with up country visitors as well as visitors from our own region".

She adds that although the focus tends to be outside our regional borders, statistics from Kwazulu Natal tourism show that 70% of tourist trips taken in Kwazulu Natal are local, followed by Gauteng and the OFS.

Out of season periods are also more popular, with holidays been broken into shorter periods and spread out during the year.

"This is positive for a lot of resorts which normally die out of season" says Cominelli.

She also stresses the need for a less regionalised approach to tourism. "South Africa should look at itself as a total holiday destination competing for the global tourist rand.

"Lack of sharing between tourist authorities in the various regions is not healthy. If Cape Town is the premier destination then it should be used to hook visitors and draw them to the many and rich attractions elsewhere in
the country".

Cominelli believes that this national effort, together with the ongoing crime busting campaign and a coordinated public relations effort to build the image and awareness of the variety offered by KZN should be key elements of any tourism drive.

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