KZN brands itself for opportunities beyond the 2010 World Cup
The Province of KwaZulu-Natal has been on the upward trajectory since 1994 – emerging from its turbulent past to be a visible and active socio-economic player in the South African economy. Over the past 16 years, numerous high-profile investment projects have taken shape in the province.
In recent years, the province joined the rest of the country in preparing and setting the tone for the 2010 FIFA World Cup™. In KwaZulu-Natal, this took the form of a multi-billion-rand investment in infrastructure development and promotion of the citizenry’s state of readiness for the global sporting spectacle.
Having cited intentions to position KwaZulu-Natal as a serious global economic player, the Department of Economic Development and Tourism seized the opportunity by aligning its strategies to attract investments and tourists around the tournament in order to ensure that the visitors that would be gracing this football extravaganza return to their respective countries with fond memories of what the province could offer to the world market. Even the grinding recession had little effect in dampening the province’s resolve to contribute to the country’s successful hosting of this biggest sporting spectacle on earth.
In August 2009, the province convened an Economic Recovery and Job Summit to devise interventions to ameliorate the economic downturn which had claimed 117 000 jobs in the first quarter of the previous financial year. While still not out of the woods, it was pleasing to note that by the fourth quarter of 2009 the province had turned the corner.
Amid the recession, the province built world class facilities such as the R3.2-billion Moses Mabhida Stadium and the R8-billion King Shaka International Airport in the hope that they would stimulate investment and tourism growth in province. The latter is an anchor initiative within the Dube TradePort – featuring a plethora of other facilities like the cyberport, trade zone and agrizone for time-critical products for both export and import markets. Officially opened without glitches just before the soccer tournament, this aviation facility is capable of receiving direct flights from all corners of the world and is a demonstration of the province’s seriousness about doing business with the rest of the world.
Now boasting globally rated trade logistics, KwaZulu-Natal has established a platform to encourage transnational companies to establish their headquarters in the province as it is now strategically positioned for conducting business with the world. The integrated transportation system featuring air, sea, rail and road infrastructure will bolster the province’s global competitiveness.
Meanwhile, the province has made sure that the World Cup is felt across the socio-economic spectrum through the establishment of public viewing areas (PVAs) in all districts. The PVAs enable fans who couldn’t access tickets for stadiums to watch games right in their localities. These centres also offer an opportunity for SMMEs and co operatives to sell their products to the fans.
Through the KZN tourist buddy programme, the department has entrenched the essence of customer care as it mobilised frontline personnel and the general public around the provision of top-drawer service to hordes of tourists. As a campaign launched collectively with business and members of civil society just months before the tournament, it was intended as a permanent feature in the tourism landscape to ensure that the province remains a preferred destination that offers not only exposure to its beautiful topography, brilliantly blended tourism product mix and a diverse cultural milieu, but also a reference for what constitutes service excellence to visitors and potential investors.
The rapidly growing budget allocation for the Department of Economic Development and Tourism, which hit the R1.6-billion mark for 2010/11, is a reflection of government’s commitment to its objective of unlocking the province’s potential to become the country’s real gateway to the world market.
This vision is shared with social partners in the private sector, which continue embarking on investments and expansions in the province. The onus would be upon all role-players to develop new tourism products to be packaged for world visitors who are expected to return to the province after having experienced the hospitality and generosity the province and the country displayed during the 2010 FIFA World Cup™.
Mission
T o develop and implement strategies that encourage participatory and sustainable economic development.
Vision
To have a competitive economy that improves the lives of our people.
Subsidiaries
• Ithala Development Finance
Corporation
• Trade & Investment KwaZulu-Natal
• Dube TradePort (Pty) Ltd
• KZN Growth Fund
• Tourism KwaZulu-Natal
• KwaZulu-Natal Sharks Board
• Moses Kotane Institute
• Richards Bay Industrial Development Zone
• KZN Agribusiness Development Agency
Key facts and figures
No of employees: about 300
Auditors: Office of the Auditor-General
Provincial bankers: Standard Bank
Contact details
Key personnel
Michael Mabuyakhulu, MEC
Carol Coetzee, Head of Department
Tel: +27 33 264 2500
Fax: +27 33 264 2672
Email: info@kznded.gov.za
Physical address: 270 Jabu Ndlovu Street,Pietermaritzburg 3201
Postal address: Private Bag X9152, Pietermaritzburg 3200
Website: www.kznded.gov.za or www.kzn2010.gov.za
Top
