Ugu South Coast Tourism CEO announces dynamic new direction

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PRESS RELEASE BY UGU SOUTH COAST TOURISM:

New Ugu South Coast Tourism CEO, Phelisa Mangcu, has announced her new strategic direction at an Annual Strategy Review and Business Planning Session with public and private sector participants, a mere six months after taking office.

Presenting her Tourism Destination Framework and Business Plan, she launched dramatic changes to take the destination management organisation into a dynamic new era.

New strategic targets were introduced to address tourism growth holistically within the destination and to support the new Tourism Destination Framework. One of the new focal areas is business tourism, which represents a growth area for the KZN South Coast, traditionally seen as a leisure destination only.

Together with key stakeholders, she is determined to make inroads and position Port Shepstone and the greater destination as an emerging MICE (meetings, incentives, conferences and exhibitions) hub, attracting tourism investment and fulfilling the functions of a Convention and Events Bureau.

Promotionally, Phelisa is turning her attention to the “outside world” and growing the brand reputation in the marketplace. Ugu South Coast Tourism is to proactively position the destination in the global tourism space as “South Africa’s best region for leisure, film and MICE activities”.

A new corporate identity, digital assets, branding and collateral, local and international shows, familiarization trips and various product audits will set the course for attracting tourists, domestic and international. Four seasonal campaigns on multiple platforms will grow destination awareness and desirability.

A new film office will be established by Ugu South Coast Tourism to facilitate and issue film permits, assist in scouting locations, provide business linkages between production companies and local businesses and promote and grow the KZN South Coast as a film location.

On the development front, Phelisa is building on the Great Drives Out initiative, which was lauded by the province for its rural development, and focus will turn to strengthening these products and routes one after the other.

Additional unique and authentic eco-tourism, culture and heritage activities will be developed, in partnerships with stakeholders and local communities, to further diversify the tourism offering of the destination and give visitors reasons to explore the hinterland away from the beaches.

Products and routes currently receiving attention and looking to attract investment include KwaXolo Caves and Umzumbe River Trails. SMMEs and the youth will benefit from skills development and business linkages with established products, as well as Tourism Awareness and souvenir programmes.

In order to deliver against these new targets, the CEO is planning to capacitate Ugu South Coast Tourism through internal restructuring, as well as the appointment of various specialist agencies and the forging of strong strategic alliances with key stakeholders.

“Re-alignment of the organisation is mainly to develop staff as part of transformation, capacitate units to implement the new strategy and create various levels of experience within the organisation,” Phelisa explained.

Feedback from industry, the public and private sectors have been welcomed and will duly be noted as Ugu South Coast Tourism forges ahead under Phelisa’s leadership.

For more information:

Kay Robertson, GM: Marketing & Events, Ugu South Coast Tourism, marketing@tourismsouthcoast.co.za

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