New tourism and film authority sets sights on boosting province

The newly established KwaZulu-Natal Tourism and Film Authority (KZNTAFA) is poised to invigorate the province’s economy.

Under the interim leadership of CEO Sibusiso Gumbi, the entity is committed to positioning KwaZulu-Natal as “Africa’s leading destination” by leveraging the combined strengths of the tourism and film sectors.

Mr Gumbi expressed optimism about the significant contributions these sectors will bring to both the provincial and national economy.

“The KwaZulu-Natal Tourism and Film Authority plans to intensify its partnership with SA Tourism and the National Film and Video Foundation to ensure that the province is prioritised for marketing as a film, business, and leisure destination.”

Highlighting the critical role of tourism, Mr Gumbi said it was a major growth sector in South Africa's economy, creating job opportunities, reducing poverty, and improving the quality of life for many.

“The challenge, however, lies in increasing the current level of tourism to meet the goal of 21 million visitor arrivals by 2030,” he said.

Mr Gumbi said since its inception just a month ago, KZNTAFA has already made significant strides.

“In celebration of Film Month, the authority has co-hosted and supported several high-profile events, including the Durban International Film Festival and Durban Film Mart. It has also hosted the Simon Sabela Film and Television Awards and the Dundee July, all of which have provided a vital economic boost to the province,” he said.

In 2022, KwaZulu-Natal received R4.2 billion from international tourist spending, representing approximately 7% of the total R59.6 billion spent in the country.

“We aim to increase this spend by supporting the development and transformation of the film industry and promoting a culture of service excellence that will pave the way for new experiences in the tourism sector. These are exciting times,” said Mr Gumbi.

According to the current Film Tourism Strategy, KwaZulu-Natal is South Africa's fastest-growing film location, accounting for 12% of filming.

Mr Gumbi believes that the merger of tourism and film authorities will “improve institutional efficiency and aid marketing strategies for KZN,” opening new doors for local film concept creation, packaging, distribution, and marketing.

The KZNTAFA is also determined to attract larger film productions to the province, capitalising on KZN's warm winters and leveraging South Africa's co-production agreements with countries like Canada, Italy, Germany, the UK, France, Australia, New Zealand and Ireland.

Using Gauteng and the Western Cape as case studies, the Film Tourism Strategy aims to kickstart the KZNTAFA's approach.

“KZN has several competitive advantages in the audio-visual space, such as its unique locations and year-round brilliant weather, making our province the best place for film productions,” Mr Gumbi added.

Interim Chief Operations Officer Jackie Motsepe emphasised the importance of maintaining and building strong relationships with all stakeholders. “Above all, we want KZN Tourism and Film Authority to deliver efficient and effective services through the use of technology and by raising our own revenue to supplement funding received from the national government,” she said.

“It's going to be both stimulating and motivating as we do away with the old and usher in a new era.”

The KZNTAFA has appointed a new interim board, chaired by Professor Thandi Nzama, with Linda Ngcobo as deputy chair. The board members include Professor Thokozani Nzimakwe, Dr Krishna Naidoo, Musa Mzimela, Nise Malange, Diana Hoorzuk, Sifiso Kalinjani, Paulus Ngcobo and Sithembiso Madlala.