Welcome to the Zulu Kingdom, KwaZulu-Natal

Structure

The KwaZulu-Natal Tourism Authority is divided into five main areas of activity:

- The CEO's Office

- Marketing

- Tourism Information Services

- Public Relations & Communications

- Tourism Development

- Corporate Services

This is in line with a Board decision to focus on the following four key areas of priority:

Firstly, the establishment of a strategic marketing framework within which the provincial tourism marketing effort will be co-ordinated, funded and driven.

Secondly,, TKZN is to devise a workable international marketing strategy, specifically aimed at positioning KwaZulu-Natal favourably within selected international tourism markets.

Thirdly, TKZN regards as a priority the establishment of a domestic tourism marketing strategy, aimed at capitalising on the province's already dominant position and at attracting a greater market share of domestic tourism from other provinces.

Fourthly, TKZN is to focus its efforts on facilitating the development of strategic tourism product that broadens ownership and is in synergy with the overall theme and branding of the province.

The objectives of the three main line functions of the Tourism Authority are as follows:

1. MARKETING


Objectives:

• To develop and promote the KwaZulu-Natal Tourism Brand
• To launch specific marketing communication campaigns to promote the KwaZulu-Natal tourism brand and through these efforts increase domestic and international tourism flow to this province
• To deal with the information enquiries which are generated as a result of these efforts

2. TOURISM DEVELOPMENT

Objectives:

• Broadening ownership in the tourism industry, particularly amongst the previously disenfranchised sectors of the community;
• Complementing and improving the existing tourism product mix;
• Giving support to the strategic marketing framework and brands;
• Facilitating new investment/funding in areas of low economic activity;
• The facilitation of new tourism infrastructure;
• Promoting and developing tourism among the people of KwaZulu- Natal, to ensure levels of service excellence and to encourage participation in the industry.

3. TOURISM INFORMATION SERVICES

Objectives:

• Monitoring of key macro, market and competitive trends and profiles in tourism;
• Constantly assessing the current and potential market profile for the province;
• Monitoring the current and potential tourism product portfolio for the province, and identify opportunities for packaging, themes and routes;
• Establishing specific marketing goals and targets for the planning period, to include empirical data relating to tourism arrivals, tourism spend, duration of stay and responses to marketing media; and
• market segmentation analyses and proposed target market focus. Maintaining and developing relevant databases for direct marketing, marketing tool development, accreditation and planning purposes
• Maintaining and developing KZNTA's direct marketing tools namely its internet site and fax on demand service

Vision and Mission || Objectives || Key Strategic Activities

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