Occasional Paper No. 65 June 2008
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A Proposed Process to ‘Fast-track’ the development of the eMakhosini-Ophathe Heritage Park Tourism KwaZulu-Natal Occasional Paper No. 65 June 2008 1. Introduction The management of Tourism KwaZulu-Natal have decided to issue occasional papers to the tourism trade on the core findings of its research and other projects. The purpose of these papers is to stimulate more debate regarding the findings or progress of such projects, as well as to ensure wider awareness of key research findings. The purpose of this report is to put forward a proposed process to ‘fast-track’ the development of the eMakhosini-Ophathe Heritage Park. The following sections outline: • The need for the development of cultural and heritage attractions in South Africa; • The nature and significance of the eMakhosini-Ophathe Heritage Park; • A proposed process to speed up the establishment of this park. This includes recommendations pertaining to a detailed implementation and business plan for this park; the establishment of more powerful partnerships to drive the development of this park; enhancing the marketing and investment promotion capabilities and resources of Amafa AKwaZulu-Natali (the heritage council of the South African province of KwaZulu-Natal also known as Amafa); putting forward an application for world heritage site status; improving and extending the current interpretative facilities in this park and mobilising certain critical infrastructure that would stimulate more tourism flow to this area. 1. The need for the development of cultural and heritage attractions in South Africa UNESCO’s World Heritage Centre (2008) regards heritage as being man’s legacy from the past, what we live with today and what we pass on to future generations. Heritage is irreplaceable and includes both natural and cultural resources which serve as sources of life and inspiration. They regard cultural heritage as being: • “Monuments: architectural works, works of monumental sculpture and painting, elements or structures of an archaeological nature, inscriptions, cave dwellings and combinations of features which are of outstanding universal value from the point of view of history, art or science; • Groups of buildings: groups of separate or connected buildings which, because of their architecture, their homogeneity or their place in the landscape, are of outstanding universal value from the point of view of history, art or science; • Sites: works of man or the combined works of nature and of man, and areas including archaeological sites which are of outstanding universal value from the historical, aesthetic, ethnological or anthropological points of view” (2008, p.13). ______________________________________________________________________________________________________ Occ Paper 63 Destination Management and the Destination Life Cycle Model They consider natural heritage to be: • “Natural features consisting of physical and biological formations, or groups of such formations, which are of outstanding universal value from the aesthetic or scientific point of view; • Geological and physiographical formations and precisely delineated areas which constitute the habitat of threatened species of animals and plants of outstanding universal value from the point of view of science or conservation; • Natural sites or precisely delineated natural areas of outstanding universal value from the point of view of science, conservation or natural beauty” (2008, p.13). Cultural and heritage tourism is regarded as one of the oldest forms of tourism. The ‘Grand Tours of Europe’ of the European elite of the Middle Ages is an excellent illustration of this point. Furthermore, the UNWTO has stated that heritage and culture are a component of almost 40% of all international trips that are undertaken (Timothy and Boyd, 2003). In addition, the UNWTO (200l) has indicated that heritage and cultural tourism is growing faster in popularity than most other tourism segments, and certainly faster than the tourism global growth rate. Research regarding the nature of cultural and heritage tourists indicate that they tend to be more educated and thus have a higher socio-economic status. These tourists also have a tendency to spend more time on holiday, resulting in higher levels of spending. They are also inclined to stay in hotels and have a greater propensity to shop (Timothy and Boyd, 2003). The demand for heritage tourism is also less elastic than other forms of tourism. Beach tourists have a wide range of destinations to choose from. There are, however, a limited number of ‘must see’ heritage attractions of the likes of the Taj Mahal and the Great Wall of China. Heritage tourism can also generate more significant profit margins for tourism service providers. For example, ‘Sun, sand and sea’ holiday packages are usually more price competitive than packages to ‘must see’ heritage related destinations such as Egypt (Timothy and Boyd, 2003). From an economic development perspective it is thus possible to conclude that significant demand exists for cultural and heritage tourism. In addition to this, cultural and heritage tourists tend to have higher levels of disposable income and are likely to travel more than other types of tourists. Furthermore, heritage tourism is less elastic and price competitive from a demand perspective. The National Department of Environmental Affairs and Tourism and SAT mobilised a study in 2003 to ascertain how competitively placed the South African tourism industry was, both from an internal and external perspective. One of the core findings of this study was that there is a need to develop South Africa’s heritage tourism potential as illustrated in the following figures. ______________________________________________________________________________________________________ Occ Paper 63 Destination Management and the Destination Life Cycle Model Figure 1: The desired for experiences of South Africa’s foreign tourists International visitors display a number of activities which they either don’t desire, or desire but can’t seem to get to The graph below show the usage-desire matrix for only those international travelers from SA’s major source markets. Desired Experience-Usage Profile for International Tourists, 2003 High 90% Shopping 80% Nightlife 70% 1 60% Visiting natural attractions 50% Wildlife Cultural historical and heritage Beach 40% 30% Visited a Casino, Social Business Usage Profile, % of Segment Profile, Usage 20% Theme parks Adventure Sporting 10% Trading Medical Health Low 0% 0 5 10 15 20 25 30 35 40 45 50 Low High Desired Experience, Index (Level of Importance)2 Note: Desired experience covers desires for a good holiday experience in South Africa Source: 1SAT Departure Survey (jan-Nov2003), 2SAT/Monitor segmentation work 2001-2003, Monitor Analysis LES-CLS-GCP Integrated Deck_V7-26/05/2004-AvM 309 (SAT, 2004) Figure 2: The desire for experiences of South Africa’s domestic tourists Domestic tourists’ desire and product usage pattern exhibit low levels of participation in the tourism product offering We believe that low levels of knowledge and experience translate into uninformed word-of- mouth referrals High Desired Experience-Usage Profile for Domestic Tourists, 2003 60% Social e.g. visiting family/friends 50% 1 40% Shopping 30% 20% Nightlife Usage Profile, % of Segment None Trading Beach 10% Theme parks Other Sporting Business Visiting natural attractions Health Wildlife Cultural historical and heritage Med i cal Adventure 0% Low 0 102030405060708090100 Low Desired Experience, High Index (Level of I mport anc e) 2 Source: 1SAT Domestic Survey 2003, 2HSRC (for SAT and DEAT) Domestic Survey 2001 LES -CLS -Executive Comp etitiveness Ext ract-2 5050 4-AvM 69 Copyright © 2004 Monit or Com pany G roup , L.P. & S outh Africa n To urism (SAT, 2004) ______________________________________________________________________________________________________ Occ Paper 63 Destination Management and the Destination Life Cycle Model This study also identified the critical product needs of South Africa’s core tourism segments and the areas that are best able to meet these needs, but are also in need of economic development. Based on this prioritisation ten nodes were identified for prioritised tourism development. Four of these are in South Africa’s province of KwaZulu-Natal (KZN), namely: • Durban and Midlands Corridor; • Zululand and The North Coast; • The Elephant Coast; • The Drakensberg (SAT, 2005). One of the most important projects that was recommended for development in the Zululand and North Coast node of KZN was the establishment of a Zulu Heritage Route which incorporates some of the most significant heritage sites associated with the Zulu nation. The KZN Tourism Development Strategy (2002) has emphasised that one of the most critical weaknesses associated with tourism development in KZN is its failure to provide a world- class, interpreted experience of Zulu heritage. A desire to experience Zulu heritage is one of the ‘principal motivators’ of foreign tourism flow to this region. Some 31% of all of South Africa’s foreign air arrival tourists that visit KZN visit Zulu cultural villages and 50% visit museums and other cultural attractions (TKZN, 2008). 2. The nature and significance of the eMakhosini Ophathe Heritage Park 2.1 Tourist Attractions and Infrastructure The eMakhosini or the Valley of Kings is regarded as the cradle of the Zulu people, for it is here where most of the Zulu kings lived and died. King Shaka was also born in this area in about 1785. His forefathers