Newsletter | May 2023

SCTIE NEWSLETTER | May 2023

KEEPING YOU UP TO DATE ON THE SOUTH COAST

Phelisa Mangcu

CEO of South Coast
Tourism & Investment Enterprise (SCTIE)

While still 21.5% lower than 2019 levels, we’re gaining ground rapidly. The African continent led the way again with 1.6 million arrivals, followed by Europe’s 387 000 and the Americas’ 104 000 visitors. The world is rediscovering South Africa and, together, we’ll not only reach, but surpass pre-COVID numbers.” – Tourism Minister Patricia de Lille at Africa’s Travel Indaba

Having emerged from the festive season on a tourism high note, we have managed to continue this momentum into Easter and beyond, with the KZN South Coast’s beaches and hinterland adventures attracting the crowds.

This is the time of year that we welcome the annual Sardine Run, a highlight on the KZN South Coast tourism calendar for our holidaymakers, nature-lovers, divers and anglers. We are using this tourism ‘hook’ as a way to attract visitors while also showcasing the many other tourism offerings found on the KZN South Coast.

Through extensive marketing, advertising, and online campaigns, we’re positioning the Paradise of the Zulu Kingdom as the ultimate winter holiday destination. We know that this is one of the best times of the year to visit the region, and we are ensuring that those looking to travel know it too.

This has also been made possible through key networking events like Africa’s Travel Indaba. We are incredibly fortunate that KZN is home to one of the continent’s biggest tourism trade shows, and SCTIE made sure the KZN South Coast was in the spotlight through our stand, networking, media commentary, and Fam Trips.

As our tourism recovery continues, we are feeling the positive momentum on the KZN South Coast. Let’s support locals to ensure this upward trend continues!

MARKETING UPDATE

This quarter, we are promoting the KZN South Coast’s brand as an untapped beach, adventure, and heritage destination with unlimited potential to be uncovered. Through in-person trade shows, digital marketing, advertising, dedicated press releases, and media engagements we’ve kept the KZN South Coast in the positive media spotlight.

Marketing Campaigns

#buylocal Campaign

Following the launch of the #buylocal campaign earlier this year, we have welcomed several local businesses to our Buy Local Membership, which is free until June 2025.

#greatestshoalonearth Campaign

The cooler winter months bring with them one of our biggest tourist attractions, the Sardine Run.

#extendyourstay Campaign

We are continuing to share our member specials on our social media platforms and destination website, including off-peak deals and early bird specials through our #extendyourstay campaign.

Media Fam Trips

Trade Exhibitions and Conferences

With Africa’s Travel Indaba hosted in KZN, we were fortunate to host several delegates and international media at our many key tourism sites. Fam Trips are an important marketing tool to provide media and tourism stakeholders with a first-hand experience of what we have on offer, while creating valuable connections in a relaxed setting.

For the first time, we were able to exhibit at WTM Africa which was hosted at the Cape Town International Convention Centre from 3 to 5 May. Our branded stand, and strategic meetings with media, inbound and outbound tour operators, and professional conference organisers allowed us to engage new markets.

PUBLIC RELATIONS UPDATE

With the Easter holidays one of our biggest tourism seasons, we maximised exposure of our family-friendly tourism offerings ahead of the holidays, while encouraging the #extendyourstay and #buylocal campaigns and providing the Easter Festival programme along the coastline at various beach sites.

There was a total of 179 coverage clippings with an advertising value equivalent (AVE) figure of R5 584 326 measured by media monitoring agency Newsclip. This includes:

	Print coverage valued at: R2 019 234
	Online media coverage valued at: R3 565 091

ADVERTISING UPDATE


	We extended our #greatestshoalonearth and outdoor adventure messaging through several targeted advertisements positioned in local and national media across print and digital platforms. Alongside the Sardine Run, we highlighted our Golf Coast, eco-tourism and cultural experiences, as well as the extreme adventures in the hinterland.

The KZN South Coast is featured in and will have coverage over the following media:

	Travel Ideas
	Getaway Magazine
	Rove SA
	GO! Hiking Guide (ANNUAL)
	African Safaris Magazine (Indaba and WTM Issues)
	Local and National Radio
	Local News Publications
	Billboard
	Digital Advertising

DIGITAL MEDIA UPDATE



	Website		Social Media

	We have continued to update our website almost daily with relevant content, marketing the KZN South Coast offerings through our Blog, Specials and Press Releases. The Events page features a variety of new events, from family-focused adventures to offerings for couples, groups or solo travellers.		We have placed a significant focus on multimedia content for our social media pages, resulting in a positive upward trend in new followers and audience engagement. We are pleased to note several positive online comments, with visitors showing appreciation for the information shared which encourages frequent visits to the KZN South Coast.

	Search Engine Optimisation (SEO)

	We continued to implement SEO and have seen a significant upward trend in the website performance, with a steady increase in traffic and engagement resulting in improved visibility and an increase in organic search rankings. We have also included a variety of new topics without SEO articles to cover more categories, informing travellers of things to see and do, places to discover, and more.



	Explore the KZN South Coast app		Database

	The app and destination website have one Content Management System (CMS) from our previous build which allows us to cost-effectively update information across the app on a daily and weekly basis.		We updated our internal, POPI Act-compliant tourism and investment database, growing it to include a variety of sectors and community heads who will benefit from a tourism and investment perspective.

	Seasonal Campaign Tourism Research

	This quarter, we undertook the Easter Weekend Occupancy Rate Survey to better understand tourism trends during this holiday season. The results measure the occupancy rates which are analysed over time to give tourism stakeholders insights into trends in visitor behaviour, such as seasonality, length of stay, and accommodation preferences.

DEVELOPMENT UPDATE

	SMME Development and Support

	We continue developing platforms for local SMMEs to connect with businesses and, to date, crafters have displayed their products at 13 local establishments with significant tourist footprints. We’ve facilitated a vendor agreement with local crafters and the owner of Southport Swop Shop. We also facilitated and funded the exhibition of seven crafters at the Night Trail event which took place at Dino Park in Melville in February.



	Youth Programmes		Product Development

	In our continued efforts to empower youth in tourism, we partnered with Tourism World Academy to implement the Department of Tourisms Hospitality Youth Programme for unemployed youth.		We partnered with KZN EDTEA and Umzumbe Local Municipality to take 10 Umzumbe homestay owners to the Eastern Cape in March. This gave insight into best practices for running homestays to enrich our Umzumbe River Trail experience for visitors.



	Tourist Guide Training		Tourism Awareness

	Upskilling remains an important part of our product development, and this includes tour guide training. This quarter, we trained 10 new guides as part of the Mission Tourism Route.		In partnership with St Faiths SAPS, KZN Liquor Authority, and other key stakeholders, we visited Mqhakama High School in Umzumbe in February to create awareness about recycling and the importance of keeping areas clean.

Keep Updated

There is always so much happening on the KZN South Coast! Please feel free to share our newsletter with other interested parties and encourage them to sign up for updates. Please also submit any specials that you may be aware of for our #extendyourstay campaign, and share any blog content while making use of our numerous marketing opportunities.

	If you haven’t already, be sure to download the free ‘Explore KZN South Coast’ app from Google Play and Apple app stores. We urge you to encourage visitors to also download the app for regular updates on our tourism offerings. Information can also be found by visiting South Coast Tourism on Facebook; South Coast Tourism and Investment Enterprise on YouTube; @infosouthcoast on Twitter or Instagram; Info Ugu South Coast Tourism on LinkedIn; and www.visitkznsouthcoast.co.za to check out the Events Calendar, the KZN South Coast Meeting Planner Guide and more! And click here to check our previous SCTIE newsletters.

	To find out more about the KZN South Coast’s investment opportunities, contact 039 682 7944, email info@sctie.co.za or visit www.investkznsouthcoast.co.za.