Occasional Paper No. 65 June 2008

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).

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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.

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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)

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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 ‘amakhosi’ (chiefs) Zulu, Phunga, Mageba, Ndaba, Jama and Senzagakhona are buried in this valley. Senzagakhona was the father of those who are regarded as three of the most important Kings of southern Africa, namely King Shaka, King Dingane and King Mpande (Amafa, 2008).

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Figure 3: The genealogy of the Zulu progenitors

Luzamane

Malandela (1597 -1691)

Ntombela Zulu Qwabe (1627-1709)

Phunga (1657 – 1727)

Mageba (1677-1745)

Ndaba (1697-1745)

Jama (1727-1781)

Senzangakhona (1757-1781)

Shaka Dingane Mpande (1787-1828) (1793-1840) (d.1872)

Cetshwayo (d.1884)

Dinizulu (d.1913)

Solomon (d.1933)

Cyprian Bhekuzulu (d.1968)

Goodwill Zwelithini (b.1948) (Amafa, 1998, p.2)

It was in this valley that King Shaka defeated his arch rival, Ndwandwe, and later established his first Royal residence, KwaBulawayo. His successor and murderer, King Dingane, also established his royal residence, Mgungundlovu, in the eMakhosini, and it was here that the Voortrekker leader Piet Retief was assassinated (Amafa, 1998).

The following is a map and list of the key historical sites that are found in the vicinity of the eMakhosini Valley:

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Figure 4: The historical sites of the eMakhosini

1. Grave of Zulu 2. Grave of Nkosinkulu 3. Grave of Phunga 4. Grave of Mageba 5. Grave of Ndaba 6. Grave of Jama 7. Grave of Senzangakhona (Shaka’s father) 8. Grave of King Dinizulu 9. Mgungundlovu (headquarters and royal residence of King Dingane) 10. Grave of Piet Retief (the leader of the Voortrekkers) 11. Siklebeni (Senzangakhona’s homestead) 12. Nobamba (homestead of Kings Jama and Dinizulu - the most sacred site in the EMakhosini) 13. KwaGqokli Hill (the site where King Shaka defeated his arch rival, iNkosi Zwide of the Ndwandwe in 1818) 14. Fort Nolela (where the British forces under Lord Chelmsford camped before crossing the river to engage the Zulu army in the final battle of the Anglo-Zulu War) 15. Battle of Opathe (between warriors of King Dingane and a Voortrekker commando) 16. KwaBulawayo 1 (King Shaka’s first royal homestead in about 1816) 17. Dingane’s (Mthonjaneni’s) Spring (It is said that water for King 18. Dingane’s personal use was drawn from the spring by girls who walked several kilometres to and from Mgungundlovu every day) 19. Nodwengu (King Mpande’s royal homestead until his death in 1872) 20. Ulundi Battlefield (the final battle of the Anglo Zulu war) 21. Ondini (King Cetshwayo’s military capital) 22. Biyela Ancestral Site (a memorial to the founder of the Biyela clan, Xhoko Kandaba) 23. Makeni (where the traditional installation of King Cetshwayo took place) 24. Witvoloos Furnace Site (known for the painting by French Angus during the reign of King Mpande) 25. Nolela Drift (Amafa, 1998, p. 7)

The eMakhosini Valley is easily accessible via road on the R34 between Melmoth and Vryheid. The eMakhosini Valley is approximately 250km from Durban and 600km from Johannesburg.

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Figure 5: The location of the eMakhosini Valley

(Amafa, 1998, p.5)

The Ulundi airport, 7km outside of Ulundi, has a tarmac landing strip and lands aircraft accommodating 60 passengers. The harbour in Richards Bay is approximately 160km from the eMakhosini Valley. It is important to note that cruise liners berth in Richards Bay harbour and ‘ferry’ tourists to the various attractions of the Zululand and Elephant Coast (Maputaland) areas. In addition, there is electricity, telephone lines and water supply in several places in the valley. There are also a number of game reserves and other tourist attractions that exist in this area. The game reserves are the Ophathe, Hluhluwe-Imfolosi, Nkandla Forest Reserve, Babanango Valley, Goedetrouw Public Resort, Ngoye Forest Reserve and Matshitsholo Nature Reserve. The other key attractions are the Khwibi horse trails and the Mangeni Falls (Amafa, 2000).

2.2 Current Tourism Development Initiatives

Amafa, has purchased the historically significant portions of this valley (some 20,000ha) and consolidated this with KZN Wildlife’s Opathe Game Reserve. This entire area has been fenced and stocked with game. In addition to this, certain tourism attractions have been established in this valley or in its immediate vicinity: • Umgungundlovu – an open-air museum and partial reconstruction of the excavated royal residence of King Dingane. • Ondini – a museum of the heritage of the Zulu people and an open-air museum and partial reconstruction of King Cetswayo’s military capital. • Spirit of the eMakhosini – a memorial to the ‘spirit’ of this valley, which is located on a hill, known as ‘Khumbu’, overlooking the valley. The monument is a huge bronze Zulu beer pot. Friezes depicting everyday Zulu life surround the pot and on the outer edge seven bronzes of seven large animal horns symbolise the seven Zulu kings that lie buried in the valley(TKZN, 2008).

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Unfortunately, this project or process has taken more than twenty years to reach its current state. There is thus a need to fast-track this process if the current tourism demand or need for such ‘products’ is considered. Various potential tourist developments within the eMakhosini have been identified - from luxury lodges to hiking trails. The following initial developments are envisaged: • A high density visitor utilisation area, which will include facilities such as an art gallery, dance arena, multi-media theatre, craft market, day visitor centre and possible accommodation facilities. This development is planned for the area surrounding the Dingaanstad Mission. Some £3mn has been acquired for the establishment of the multi- media component of this centre and it is expected to be open for visitors by March 2009. • KwaGqokli Lodge - an old farmhouse once occupied by the secretary to Field Marshall Jan Christiaan Smuts is situated adjacent to the battle of KwaGqokli. It is proposed that the farmhouse be converted into a lodge. It is ideally situated for exploring the battlefield and for horse riding along the White Mfolozi River. • Mpembeni Lodge - a site on the Mpembeni River adjacent to the Ngobozane Traditional Authority area has been identified as suitable for the development of a lodge. This site was selected as it proves an ideal opportunity to involve the local community and should have a strong Zulu theme with entertainment including dancing, cultural demonstrations and story telling. Tourism KwaZulu-Natal commissioned a business plan to be developed for this proposed lodge in the late 1990s. This plan, is however, now out of date. • Highveld Lodge - in the high-lying area. In addition to being cool during the hot summer months, this area has spectacular views of the valley. At least one lodge is proposed for this area. • Voortrekker Lodge - another old farmhouse is situated a day's wagon ride from the grave of Pier Retief. It is proposed that this farmhouse be converted to a lodge with a Voortrekker theme. Ox wagon trips between it and the grave of Piet Retief will provide an opportunity for visitors to experience this now outmoded form of transportation. • Ophathe Hotel in the Opathe Game Reserve adjacent to the eMakhosini Valley (Amafa, 1998).

3.3 Current Tourism Demand

The current tourism demand for the key tourism facilities in the eMkahosini Valley and surrounding areas are very low. Interviews with Amafa revealed that the current vistorship of the Umgungundlovu museum is only in the order of between 5,000 to 6,000 per annum. The Spirit of the Emakhosini, which was established some two years ago, attracts approximately 5,000 visitors per annum, and Ondini only attracts some 9,000 per year.

These rates are particularly low in view of the fact that the Zululand area is visited by some 2mn domestic and in excess of 200,000 foreign tourists per annum (TKZN, 2008). As indicated earlier, at least 50% of KZN’s foreign tourists visit museums and some 17% of its 13.9mn domestic tourists.

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3. A proposed process to speed up the establishment of this park

The following is a matrix of the most significant ‘Strengths, Weaknesses, Opportunities and Threats’ which are associated with eMakhosini-Ophathe Heritage Park.

Strengths Weaknesses Amafa is responsible for and has the There is no consolidated implementation mandate to manage the rich and pristine and business plan for the eMakhosini- or unspoilt state of the heritage resources Ophathe Heritage Park. of the eMakhosini Valley. This Amafa has an organisational structure organisation has a vision to develop this and budget which is primarily aimed at valley into a significant heritage tourism delivering heritage conservation. It does attraction. not have a marketing division and substantial marketing budget. Partnerships or stakeholder relationships which are mainly limited to provincial, and local government and the community surrounding the ‘park’. Limited private and national and international government partnerships. Limited and outdated interpretation of the core heritage sites in the eMakhosini. Opportunities Threats The eMakhosini Valley may qualify for Lack of external support and resources to world heritage site status. enable Amafa to deliver a ‘world class’ Heritage and cultural tourism activities attraction. are popular pursuits of KZN tourists. Competition from other major heritage attractions being developed in Southern Africa.

These form the basis of a proposed process as outlined in the following sections to unleash the potential of this project and to deal with its challenges.

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3.1 The development of a detailed implementation and business plan for this park

Amafa and KZN Wildlife (2007) have developed an integrated management plan for eMakhosini-Opathe Park which divides the area into a core zone for careful conservation and a buffer zone.

Figure 6: The core and buffer zones of the eMakhosini

(Amafa, 1998, p.6)

In addition, a broad vision and concept for the development of the park has been established. A broad prospectus (Amafa, 1998) and investment promotion brochure (Amafa, 2000) have also been formulated. Furthermore, business plans have been formulated for certain of the proposed investment opportunities, but are now out of date. However, there is a need for an overarching implementation and business plan. Such a plan is required to cost the various development phases of this park carefully, to set proposed development time frames and to outline clearly how the funds will be acquired to develop these facilities and to sustain them.

4.2 The establishment of more powerful partnerships to drive the development of this park

The partnerships, or stakeholder relationships which Amafa currently has with respect to the development of this park, are mainly limited to provincial and local government and the communities surrounding the ‘park’. In its prospectus for the eMakhosini Valley it states that it intends driving the development of this project primarily through a relationship with: • KZN Wildlife • The KZN Department of Agriculture and Environmental Affairs • KZN Department of Local Government and Traditional Affairs • Tourism KwaZulu-Natal (TKZN) • National Department of Land Affairs • Zululand District Municipality ______Occ Paper 63 Destination Management and the Destination Life Cycle Model

• Ulundi Local Municipality (Amafa, 1998)

Furthermore, in its annual report for 2006/ 2007 Amafa indicates that its active stakeholder relationships for that year were limited to: • Arnalinda Heritage Forum • Durban Planning Department • Ezemvelo KZN Wildlife • KwaZulu-Natal Tourism Authority (TKZN) • King Shaka Tourism Route • The National Department of Environmental Affairs and Tourism • The Wildlife and Environmental Society of South Africa • District and local councils within the province • Commonwealth War Graves Commission • The Natal Museum • The Talana Museum • The Voortrekker Museum • The Eastern Cape Directorate of Museums and Heritage Resources • The KwaZulu-Natal Museum Services • The Office of His Majesty King Goodwill Zwelithini • The International Council for the Conservation of Monuments and Sites • The World Heritage Convention • Rock Art Monitoring and Recording Group • The South African Heritage Resources Agency • The South African Museums Association • Wildlife Conservation Trust • The National Lottery • The University of KwaZulu-Natal • The Erfenis Stigting • The Boerevolk Trust • Ladysmith Historical Society and Siege Trust • Various tribal authorities (Amafa, 2007)

This organisation has limited private and national and international government partnerships. Such partnerships are critical for the establishment of a major tourist destination of the nature of eMakhosini-Opathe Heritage Park. For example, the support of major tour operating groups needs to be solicited in order to ensure that this attraction is included in the core itineraries that are developed to sell South Africa as a destination.

4.3 Enhancing the marketing and investment promotion capabilities and resources of Amafa

Timothy and Boyd (2003) and the University of Nottingham (2008) stress the significance of stimulating tourism demand for heritage sites through a well-formulated marketing strategy and actions. The spend of tourists at such sites through entrance fees, at accommodation, restaurants and curio shops at such sites can represent an important revenue stream to further develop, maintain and sustain such sites. Amafa currently regards itself as primarily ______Occ Paper 63 Destination Management and the Destination Life Cycle Model

being a heritage conservation agency and as a result does not dedicate much resources to the various forms of marketing communication (advertising, promotion, personal selling and public relations) to stimulate tourist and tourism trade awareness and demand for the various heritage sites that it is responsible for. In addition, it has no dedicated section for marketing. The core departments of this organisation are a directorate or CEO’s office that deals with council matters, heritage legislation and the Emakhosini Project. A deputy directorate for support deals with other projects, the KZN battlefields, royal graves and ancestral sites. An assistant directorate deals with exhibitions and collections. There are also an administration and human resources deputy directorship or section, a finance deputy directorate, an archaeology department, a section for sites, impact assessments, and permits, a history and anthropology department, a department for demolitions, alterations and permits and a rock art section (Amafa, 2008).

It could be assumed that one of the reasons that Amafa’s key heritage sites, such as Umgunglovu and Ondini, have such low levels of visitorship is as a result of a lack of aggressive marketing campaigns. In addition, it could be surmised that one of the reasons for the slow pace of development of this park has been as a result of ineffective promotion of this concept to core potential sponsors and investors. Amafa thus needs to develop effective consumer, trade and investor marketing strategies for the heritage sites it manages and associated budgets. These plans would need to be based on detailed situational analyses that identify potential source markets and enable the careful selection of target markets, the core needs of these markets and the best means to communicate with them. These plans should also provide clear marketing programmes, budgets and intended targets or objectives that will be met. Amafa should also establish the necessary human resource capacity within its organisation to drive the implementation of such plans.

4.4 Applying for World Heritage Site Status

Amafa should consider putting forward the eMakhosini Valley for world heritage site status. A UNESCO World Heritage Site is a site that is inscribed on a list maintained by the international World Heritage Programme administered by the UNESCO World Heritage Committee. The programme catalogues, names, and conserves sites of outstanding cultural or natural importance to the common heritage of humanity. Under certain conditions, listed sites can obtain development funds from the World Heritage Fund. The programme was founded by the ‘Convention Concerning the Protection of World Cultural and Natural Heritage’, which was adopted by the General Conference of UNESCO on 16 November 1972. Such sites need to meet at least one of the following ten criteria in order to be considered for such status:

Cultural criteria i. "To represent a masterpiece of human creative genius; ii. To exhibit an important interchange of human values, over a span of time or within a cultural area of the world, on developments in architecture or technology, monumental arts, town-planning or landscape design; iii. To bear a unique or at least exceptional testimony to a cultural tradition or to a civilization which is living or which has disappeared; iv. To be an outstanding example of a type of building, architectural or technological ensemble or landscape which illustrates (a) significant stage(s) in human history; v. To be an outstanding example of a traditional human settlement, land-use, or sea-use which is representative of a culture (or cultures), or human

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interaction with the environment especially when it has become vulnerable under the impact of irreversible change; vi. To be directly or tangibly associated with events or living traditions, with ideas, or with beliefs, with artistic and literary works of outstanding universal significance. (The Committee considers that this criterion should preferably be used in conjunction with other criteria);

Natural criteria: vii. To contain superlative natural phenomena or areas of exceptional natural beauty and aesthetic importance; viii. To be outstanding examples representing major stages of earth's history, including the record of life, significant on-going geological processes in the development of landforms, or significant geomorphic or physiographic features; ix. To be outstanding examples representing significant ongoing ecological and biological processes in the evolution and development of terrestrial, fresh water, coastal and marine ecosystems and communities of plants and animals; x. To contain the most important and significant natural habitats for in-site conservation of biological diversity, including those containing threatened species of outstanding universal value from the point of view of science or conservation” (UNESCO World Heritage Centre, 2008, pp. 20 – 21).

The eMakhosini may qualify for such status at least on the basis of criterion vi. There are two core reasons why Amafa should contemplate such a nomination process. Firstly, tourists are increasingly seeking exceptional and distinctive experiences. World heritage site status is a symbol of the exceptional nature of a particular site. Secondly, the areas surrounding KZN’s two world heritage site areas, namely Isimangiliso and the uKhahlamba-Drakensberg Park, have experienced a substantial increase in tourism flow and associated expenditure since their inscription on the world heritage site list. For example, the world heritage site status of the uKhahlamba-Drakensberg Park has had a dramatic impact on tourism flow to the Drakensberg region. Prior to it being declared a world heritage site, only in the order of 20% of foreign tourists that visited KZN visited the Drakensberg. Some 30% do so now. This has in turn stimulated improved levels of employment and other forms of economic growth in what are two of South Africa’s most impoverished areas.

In order to qualify for world heritage site status, Amafa will need to request the South African government to include the eMakhosini on its tentative list of sites that could be considered for such status. This procedure is outlined in ‘Operational Guidelines for the Implementation of the World Heritage Convention’ (UNESCO World Heritage Centre, 2008). Once this is done, Amafa will need to prepare a nomination file which will clearly outline the nature of the eMakhosini Valley, the reasons why it should be considered for world heritage site status and the management mechanisms that will be put in place to conserve such a site. Clear guidelines regarding the expected layout and content of such a submission are provided in the guideline manual mentioned earlier. Amafa could enlist the support of KZN Wildlife to formulate such a submission. This organisation has the experience of formulating two nomination files, for Isimangiliso and for the uKhahlamba-Drakensberg Park.

If Amafa does formulate such a submission, it will be considered by the relevant advisory bodies mandated by World Heritage Convention to provide the initial evaluation reports to the World Heritage Committee for a final decision regarding the inscription of such a site and the ______Occ Paper 63 Destination Management and the Destination Life Cycle Model

conditions attached to such a pronouncement. These bodies are the International Council on Monuments and Sites, the World Conservation Union and the International Centre for the Study of the Preservation and Restoration of Cultural Property (UNESCO World Heritage Centre, 2008).

4.5 Improving the current state of interpretation in the eMakhosini

South African Tourism identified the following key experiences which tourists expect of a tourist destination in its study regarding the competitiveness of South Africa as a tourist destination: • Memorable • Friendly • Fun • Enriching • Relaxing • Breathtaking • Unique • Adventurous • Challenging • Well known (SAT, 2004)

Moutinho (1987) indicated that such experiences stimulate consumer satisfaction and enhance the likelihood of repeat visits and a willingness to recommend such a destination to friends and relatives. Poon (2003) and the UNWTO (2001; 2007) similarly stress that tourists are increasingly seeking enriching and meaningful experiences. Interpretation is the core means of providing such an experience at heritage sites. Timothy and Boyd (2003) indicate interpretation makes visitors more aware of the place they are visiting, to provide knowledge which increases their understanding of the place visited and to promote interest which may stimulate enjoyment and an increased level of awareness of the need to act more responsibly at such sites. There are a variety of ways in which interpretation can be provided which range from to personal media such as the interpretation services of tourist guides to non-personal media such as interpretative signs.

Unfortunately the interpretation of the various attractions in the eMakhosini is relatively poor. The road signage to the various attractions is limited and at the various attractions interpretation boards are limited, badly maintained or non-existent. Furthermore, certain sites which could be regarded as significant, such as the site of King Mpande’s royal residence, are completely overgrown or badly maintained as is also the case with the Ulundi Battlefield site. The services of tourist guides are not promoted and it is difficult to obtain any literature or brochures regarding these attractions on site. It could be argued that the new multi-media centre will make a difference to the quality of interpretation in this area, but there is a need to beyond this and ensure that the various attractions are signposted and reasonably interpreted. An audit of the current road signs and interpretation facilities needs to take place in order to determine the exact state of this problem. This could be used to develop a detailed interpretation plan with an associated budget and recommendations as to how the relevant funding could be raised to implement this plan.

4.6 Mobilising Certain Critical Infrastructure

Interviews with tourism development officials in KZN revealed the need for the mobilisation of a series of infrastructure related projects to stimulate tourism flow into the eMakhosini region. ______Occ Paper 63 Destination Management and the Destination Life Cycle Model

These projects are also recommended in South Africa’s ‘Tourism Global Competitiveness Study’(SAT, 2005). The first project involves the tarring of the gravel road between Nongoma and Pongola. This would encourage circular routes which encompass the Isimangiliso (Greater St Lucia World Heritage Site), Hluhluwe-Imfolosi Game Reserve, KwaDukuza (King Shaka’s last royal residence), KwaBulayawayo II the second royal residence of King Shaka, the eMakhosini, the current Zulu king’s places in the vicinity of Nongoma and other elements of the Zulu Heritage Trail as outlined in the ‘Zulu Cultural Heritage Concept Planning Report’ (TKZN, 2004).

Figure 7: The Proposed Zulu Cultural Heritage Route

(TKZN, 2004, p.4)

The second pertains to the mobilisation of the ‘IsiBubu’ Project a project aimed at developing an interpretation centre at the currents king’s Eyokeni Palace to showcase the heritage of the current Zulu royal family and an arena for key royal functions such as the ‘Reed Dance’ the annual tribute of thousands of Zulu maidens to the Zulu monarch. The third involves ensuring the effective road signposting and interpretation of the core Zulu heritage sites on the Zulu Heritage Route.

4. Conclusion and Recommendations

Cultural and heritage attractions, particularly Zulu heritage and culture, are important factors that stimulate tourism flow to the province of KZN. Unfortunately, KZN’s Zulu heritage experience has not been effectively interpreted.

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One of the most important Zulu heritage sites in this destination is the eMakhosini Valley otherwise known as the Valley of Kings. Amafa, the heritage conservation council for this province, has identified the significance of this area and the need to establish a heritage park to conserve and promote the heritage of the Zulu people. However, this process has been very slow, spanning a period of more than twenty years. This paper identified the core reasons for this and recommended that Amafa implement the following: • The development of a detailed implementation and business plan for this park, • The establishment of more powerful partnerships to drive the development of this park; • Enhancing its marketing and investment promotion capabilities and resources • Putting forward an application for world heritage site status for the eMakhosini Valley; • Improving and extending the current interpretative facilities in this park and • Lobbying for certain critical infrastructure that would stimulate more tourism flow to this area.

In addition, Amafa could contemplate conducting a series of case studies of what are regarded as successful heritage tourism sites, both in terms of visitor demand and conservation management, and use these as a basis to mobilise the recommendations contained in this paper.

Please forward any comments regarding this paper to: James Seymour TIS General Manager [email protected] Fax: (031) 301 1763

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