Tourism KZN on promotional tour across India

In a bid to capture the expansive Indian travel market, Tourism KwaZulu-Natal (TKZN), in partnership with South African Tourism (SAT), has embarked on a strategic marketing journey across India.

The roadshow that kicked off last week, aims to highlight the diverse attractions of KwaZulu-Natal (KZN) and build valuable connections with international tour operators.

Spanning five of India's most populous cities—Jaipur, Delhi, Ahmedabad, Bangalore and Mumbai—the initiative seeks to introduce the unique tourism experiences available in KZN to a wider audience.

Sibusiso Gumbi, acting chief executive of Tourism KZN, emphasised the goal of increasing awareness about the province's offerings and establishing new relationships with key industry players.

“This platform enables us to effectively package and present destination KZN to potential travellers,” said Mr Gumbi, underlining the importance of the Indian market in their international tourism strategy.

According to SAT's insights, Indian holidaymakers highly value beautiful scenery, relaxation, wildlife safaris, cultural and heritage tours, and the warmth of friendly people—elements that KZN is well-equipped to provide. The province's diverse range of experiences, combined with its deep historical ties to India, positions it as an attractive destination for Indian tourists. Notably, KZN is home to the second-largest Indian population outside of India, boasting world-class Indian cuisine and a rich cultural tapestry.

Mr Gumbi said they were actively promoting the Freedom Route, highlighting significant locations in the life of Mahatma Gandhi, that represents a poignant connection between KZN and India, further enriching the cultural exchange between the two regions.

Despite the remarkable growth in Indian tourists visiting South Africa, surging by 43.7% in 2023 to surpass 80 000 visitors, Mr Gumbi said KZN has only captured a 20% share of this burgeoning market.

Mr Gumbi, however, sees immense potential for growth.

“Our offerings align well with what the Indian market seeks, presenting a significant opportunity to increase our share of international tourists,” he said.

The proactive approach taken by TKZN, including participation in international tourism markets and exhibitions, demonstrates a strategic focus on enhancing KZN's visibility and appeal on the global stage.

Mr Gumbi expressed optimism about the initiative's potential impact, anticipating an uptick in visitors from India eager to explore the unique experiences that KZN has to offer.