The KwaZulu-Natal Tourism and Film Authority (KZNTA) says strengthening air access, expanding the province’s meetings pipeline and capitalising on rising interest from the US market are key priorities to increase international arrivals in the province.
Speaking to Tourism Update at Meetings Africa 2026, Pinky Radebe, Head of PR and Communications for KZNTA, said the province aligns its international marketing strategy with SA Tourism’s objectives to reach priority source markets.
“Our key source markets are similar to those targeted by SA Tourism. Europe is still very important while the US remains, quite interestingly for KZN, the number one key source market,” said Radebe.
Traditionally, Europe – particularly France, the Netherlands and the UK – has been a key source region for the province but Radebe said changing travel patterns and social media exposure are driving stronger interest from the US market.
“We see the impact of a social media campaign that started by promoting the Zulu Kingdom. Americans are intrigued by our food and our people. They always want to connect with Africa and they find it in KZN.”
MICE focus
Radebe said participation in Meetings Africa is part of the province’s strategy to grow business events tourism.
“We really want to tap into the MICE space.”
The province is working to rebuild momentum in the sector following disruption during the pandemic.
Radebe said the province is developing a pipeline of events over the next three years, noting that business events often require long lead times to convert.
“It takes about one to three years to actually seal a deal. It is important to have a pipeline that is quite healthy because this sustains you for three years.”
Business events play a critical role in reducing tourism seasonality, Radebe added.
“MICE keeps tourism alive for the whole year. Remember, tourism is seasonal. It has peaks. The MICE sector sustains tourism between the peaks.”
Air access a key priority
Radebe said improving air connectivity remains one of the province’s most important priorities.
“Air access is among the opportunities. If the province is not accessible, no one is going to come.”
The province is working through its route development structures to attract additional airline services.
“Our marketing strategy really focuses on air access, making sure that we work together as a province through the route development committee as well as Durban Direct to target airlines and put us on their routes,” Radebe pointed out.
Investment and product development
The province is also being positioned to benefit from major tourism investments, including the upcoming Club Med South Africa Beach & Safari Resort development.
Radebe noted that Club Med combines a coastal resort with a safari component in northern KwaZulu-Natal aimed at international travellers.
KZNTA works closely with Trade and Investment KwaZulu-Natal to attract tourism investment projects across the province.
“Our province is open for investments. We work together with private-sector stakeholders and Trade and Investment KwaZulu-Natal to bring tourism investments into the province,” Radebe said.
Safety perceptions
Safety perceptions remain an issue raised by international buyers, she added, but emphasised that large events in the province are managed through coordinated planning between authorities and industry.
“We work very closely with safety authorities. When an event is secured, there is a multi-stakeholder approach where we sit with SAPS, community safety, metros and venues to make sure everything is coordinated.”
The province is set to launch a domestic campaign aimed at encouraging residents to promote and protect the destination, Radebe pointed out.
“For the next financial year, we will be rolling out a domestic campaign geared towards our citizens. We are the host citizens and we have a responsibility as ambassadors of our province.”
