Durban Tourism partners with Paramount Pictures to boost global appeal

Durban Tourism has announced a partnership with Paramount Pictures aimed at showcasing the city as a premier global destination. Spanning the 2024/25 and 2025/26 financial years, this collaboration seeks to promote Durban’s vibrant attractions, unique products, and unforgettable experiences to both African and international audiences.

The strategic alliance with Paramount International is designed to enhance awareness of Durban as a must-visit destination. It aims to reshape perceptions of eThekwini by fostering a positive narrative and creating seamless opportunities for tourists to explore the city.

As part of this groundbreaking initiative, Durban Tourism and Paramount will co-produce a 30-minute destination lifestyle documentary, that will air on prominent channels such as MTV Africa, MTV Base, and BET. A 60-second television commercial will also be launched on platforms like MTV, BET, and Nickelodeon Kids, alongside short, engaging video clips tailored for social media.

In addition to this, the agreement includes the involvement of three Paramount presenters annually, participating in influencer campaigns for Durban Tourism’s key events at discounted rates. A highlight of the collaboration is the opportunity to amplify the “Visit Durban” campaign at the prestigious BET Awards, aiming to attract African-American audiences seeking a cultural connection with the continent.

Through Paramount’s extensive BET network, including international markets in the UK, France, and Brazil, Durban’s marketing content will be showcased across the globe. By leveraging these strategic alliances, the city aims to position itself as a unique, world-class tourist destination with a distinct identity.