Tourism KZN at Rand Show, peers on holiday

The Rand Show is a premier consumer show that attracts a large audience (received 245 000 last year) of holidaymakers seeking fun, while others search for bargains from the variety of goods and services on sale from a number of retailers.

With such high numbers of day visitors, you would have thought that all the provincial tourism authorities would want to showcase their destinations in a bid to persuade these holidaymakers to consider visiting their provinces during easter holidays.

Tourism KwaZulu-Natal logo

Considering that Gauteng Tourism Authority has a campaign known as I’M A GEEPEE, it would have been expected of them to be actively visible at the Rand show. For a start, Gauteng Tourism Authority as the host ideally would be the main tourism body to flaunt its wares in an effort to ensure all attractions in the province are highlighted, thus for Gautengers not to travel down South during holidays.

Sadly the reality is that Gauteng Tourism Authority was nowhere to be seen, though a small stall within the Gauteng Province stand was meant to be occupied by them.

To the contrary, Tourism KZN had a massive stand outdoors in a beach festival theme with loads of activities taking place including sand artists, outside broadcast by Kaya fM, lots of games for kids and a special appearance by DJ Fresh on the turntables.

Tourism KZN CEO Ndabo Khoza was present and even KwaZulu-Natal, MEC of Economic Development and Tourism, Mike Mabuyakhulu addressed the crowd to lure them to consider visiting KwaZulu-Natal because of all the attractions found in the province and not available in Gauteng. Prize giveaways to the Zulu kingdom where the public bagged themselves packaged tours, gift bags and CD’s were the order of the day.

It’s a given that many Gautengers (and others from the rest of the country) track down to Durban on holidays…and as such it would not be surprising for Tourism KZN to be complacent because they already own a sizeable share of the local tourism market, however they continue to promote their brand constantly.

Consumer shows such as Rand Show offers a fertile ground for all provinces to showcase their attractions since here you’re dealing face to face with the consumer, who is ultimately the buyer of tourism…unlike at events such as INDABA where only the trade is transacting amongst themselves.

It’s sad to note that not all provinces take the Sho’t Left campaign by South African Tourism to heart, it’s a mere window dressing exercise…but kudos to Tourism KwaZulu-Natal for seeing value in domestic tourism and not resting on their laurels.

My question directed to all provincial tourism authorities CEO’s (obviously omitting TKZN), why do you ignore the Rand Show?

This blogger was part of the media hosted by Tourism KwaZulu-Natal at Rand Show on Saturday 14th April 2012.

Author: Muzi Mohale

Hi there, am your host and I blog about the tourism industry in South Africa. You're also welcome to contribute your expert content on matters affecting the industry. You can reach me on muzi[at]

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