Amajuba Tourism Strategy Final Composite Report Amajuba Tourism Strategy Final Composite Report 2012 1 Amajuba Tourism Strategy Final Composite Report Prepared for: AMAJUBA DISTRICT MUNICIPLAITY Contact Person: Buyi Shange (Assistant Director: Tourism) Telephone: 034 329 7200 Email: [email protected] Amajuba District Municipality Private Bag 6615 Newcastle 2940 AND THE DEPARTMENT OF ECONOMIC DEVELOPMENT AND TOURISM 270 Jabu Ndlovu Street, Pietermaritzburg, 3201 Tel: +27(33) 341 3009, Fax: +27 (33) 341 3049 Private Bag X 9152, Pietermaritzburg, 3200 Email: [email protected] www.kznded.gov.za Prepared By: URBAN-ECON TOURISM 37 Hunt Road, Glenwood Phone: 031-202 9673 Fax: 031-2029675 Email: [email protected] PO Box 50834 Musgrave Road 4062 Year: 2012 2 Amajuba Tourism Strategy Final Composite Report TABLE OF CONTENTS Executive Summary ................................................................................................................................. 6 Section 1: Introduction ......................................................................................................................... 15 Section 2: Contextual Analysis .............................................................................................................. 17 2.1) National and Provincial Policy and Strategies ........................................................................... 17 2.2) National and Provincial Tourism Strategies ............................................................................... 19 2.3) Amajuba Plans ........................................................................................................................... 22 2.4) Local Municipality Plans ............................................................................................................. 25 2.5) Baseline indicators based on NTSS and KZN Master Plan ......................................................... 26 Section 3: Situational Analysis .............................................................................................................. 28 3.1) Spatial-Economic Profile ............................................................................................................ 28 3.2) Supply Analysis .......................................................................................................................... 31 3.2.1) Attractions .......................................................................................................................... 31 3.2.2) Accommodation and Functions .......................................................................................... 51 3.2.3) Support Services ................................................................................................................. 56 3.3) Demand Analysis ........................................................................................................................ 63 3.3.1) South Africa and KZN .......................................................................................................... 63 3.3.2) Amajuba .............................................................................................................................. 65 3.3.3) Conclusion: Attraction demand analysis ............................................................................ 69 3.3.4) Demand Model ................................................................................................................... 70 3.4) Marketing ................................................................................................................................... 72 3.5) Enabling Environment ................................................................................................................ 76 3.5.1) Human Resource Development and service excellence ..................................................... 76 3.5.2) Transformation ................................................................................................................... 76 3.5.3) Institutions .......................................................................................................................... 77 3.6) conclusion of Situational Analysis .............................................................................................. 80 3.6.1) SWOT analysis for Amajuba District ................................................................................... 80 3 Amajuba Tourism Strategy Final Composite Report 3.6.2) SWOT analysis per local municipality ................................................................................. 82 3.6.3) Gap analysis ........................................................................................................................ 84 Section 4: Strategy Formulation ........................................................................................................... 86 4.1) Approach and Vision .................................................................................................................. 87 4.2) Strategy Formulation ................................................................................................................. 91 Strategic cluster 1) Marketing – tourism growth & development (demand) ............................... 93 Strategic Cluster 2) Product Development and Planning ............................................................. 95 Strategic Cluster 3) People in tourism ........................................................................................ 100 Strategic Cluster 4) Policy, strategy, governance, research & knowledge management monitoring & evaluation ............................................................................................................. 102 4.3) Project prioritisation ................................................................................................................ 105 4.3.1 Project Prioritisation Framework ....................................................................................... 106 4.3.2 Summary of Priority 1 projects .......................................................................................... 115 Section 5: Implementation Plan .......................................................................................................... 117 5.1 Institutional Framework............................................................................................................ 118 5.1.1 The KZN Tourism Master Plan’s Model .............................................................................. 118 5.1.2 Proposed Model for Amajuba ............................................................................................ 119 5.1.3 Municipal Institutional Arrangement................................................................................. 121 5.1.4 Roles and Responsibilities .................................................................................................. 124 5.2 Spatial Tourism Development Framework ............................................................................... 127 5.3 Infrastructure Investment Framework ..................................................................................... 133 5.4 Monitoring & Evaluation Framework ....................................................................................... 136 5.4.1 M&E for Priority Projects ................................................................................................... 136 5.4.2 Amajuba District Tourism Targets ...................................................................................... 144 5.5 cash Flow ................................................................................................................................... 148 Section 6: Project Designs ................................................................................................................... 153 6.1 Relocate and refurbish the tourism info centre in Newcastle and Utrecht, with satellite stations at strategic locations. ...................................................................................................................... 154 4 Amajuba Tourism Strategy Final Composite Report 6.2 Develop a Brand for Amajuba. .................................................................................................. 164 6.3 Establish a district events strategy, including identification of 6 new large events, in order to manage and co-ordinate events. .................................................................................................... 171 6.4 Amajuba Dams Revitalisation Programme which aims to improve infrastructure at 5 dams across Amajuba. .............................................................................................................................. 180 6.5 Improve implementation of the Tourism Grading council’s star grading system in Amajuba and Encourage Service excellence. ........................................................................................................ 189 6.6 Conduct research in order to understand Amajuba's current tourism market segments, and the economic impact of all tourism products, including events. .......................................................... 191 Annexure ............................................................................................................................................. 198 1) Suggested Priority Projects from the Battlefields Plan by SiVest (2005) .................................... 198 2) Improvements Required AT