Private and public sector stakeholders unite to reinvigorate KwaZulu-Natal’s tourism vision
The inaugural KZN Tourism and Hospitality Think Tank, has sparked commitment from the industry to pursue a unified vision for provincial tourism growth. The private sector-led event, held at The Oyster Box Hotel on 6 November, brought together companies from across the industry, as well as key decision makers in government.
Five panel discussions tackled critical challenges, identified emerging opportunities, and developed actionable solutions to drive growth. The result was a powerful display of collaboration and an official action plan outlining five priorities for immediate implementation:
1. Establish Public–Private Alignment Tourism associations agreed to revive their footprint across the province to build a unified voice, influence policy, and re-energise engagement between the private and public sectors.
2. Drive Cohesive Collaboration Tourism to connect with broader economic drivers to ensure integrated development. This includes prioritising close partnerships with traditional leadership structures and communities. It also means working closely with departments responsible for infrastructure, such as roads and water, and related industries, such as agriculture.
3. Lead with Data-Driven Decisions Focus on enhanced solutions for improved tourism research and smarter data systems. This is essential to track visitor trends, inform strategy, and attract new air routes.
4. Update the KZN Provincial Tourism Master Plan The 2012 Master Plan established by the National Department of Tourism will be reviewed and modernised with private sector input, to guide accountable infrastructure investment and measurable development targets.
5. Collectively Change the Narrative Reframe public perceptions of KwaZulu-Natal by amplifying success stories and fostering a movement of collective pride. This starts with individual accountability from tourism organisations—sharing positive stories that showcase the province’s resilience, beauty, and opportunity.
The event was fortuitously held the day before the KZN Provincial Tourism Conference, a government-led initiative that focused on similar themes and the crucial need for collaboration. In turn, the key takeaways from the Think Tank were acknowledged by KwaZulu-Natal Premier, Arthur Thamsanqa Ntuli, during his opening address.
“These initiatives have reignited enthusiasm across the sector, reaffirming a shared commitment between public and private entities to move forward together,” says Chris Godenir, creator of the Tourism & Hospitality Industry Think Tank concept. “But now the real work begins. We must translate these aligned priorities into tangible action.”
The Think Tank Steering Committee is developing an implementation strategy by consolidating administrative details, allocating responsibilities, and involving key decision-makers, such as the Department of Cooperative Governance and Traditional Affairs (COGTA).
Godenir further confirms the commitment of associations such as SATSA, FEDHASA, and VOASA to driving implementation across the province, with a strong focus on fostering close coordination with municipal and traditional leadership structures. Adding to this, Mandy Massey, Vice Chair, FEDHASA East Coast, highlights plans to establish a multi-stakeholder forum for the province, to ensure sustained alignment across private entities, government departments, and municipalities.
“To truly change the narrative of KwaZulu-Natal, we need something tangible and positive to work towards, and that’s exactly what the action plan aims to deliver,” she says.
Beyond strategy and dialogue, the KZN Tourism & Hospitality Think Tank carried a purpose-driven mission, with proceeds supporting the non-profit Touching Dreams and its Think Big Academy dedicated to creating youth employment opportunities within South Africa’s tourism sector. The day concluded with the Dream the Impossible Dream Gala to help raise additional funds for the KZN youth employment programme.
“We’d like to extend our heartfelt gratitude to key industry collaborators and attendees for their support and unwavering commitment to our shared goals. Together, we are making significant strides toward a brighter future,” concludes Godenir.
