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CEO Blog

Gearing Up For the Sardine Festival

The Greater South Coast is renowned for presenting in any calendar year probably the highest number of KZN events outside Durban. There is no doubt that during our holiday periods, these occasions draw visitors in and add so much value to their stay.

Ugu South Coast Tourism is gearing up for our mid year’s Sardine Festival (let’s hope that the little fellows come visiting this year) and we really want to maximise the number of events we can offer during 2015.

From Scottburgh, all the way down to Port Edward and inland to the lush forests of Ingeli we would like to assist event promoters and hosts by adding their event to the annual basket of events for the festival.

So if your event is sporting, lifestyle, entertainment, arts/culture and leisure we really encourage you to notify us for events that take place in June, July and August. On the assumption that there is a R1 000 per capita per day spend whilst here, for every 100 additional visitors that come here to enjoy our events and they stay for 4 days, that is an additional R400 000 growth injection into our local economy during that very short period. Focus Marketing research indicates that our festive season spend (direct, indirect and induced spend) is over R1 billion- that is how important tourism is to our economy.

Our stats suggest we receive 790-800 000 people each year so if we realise a realistic 3% growth with the same assumptions (R1 000 per day x 4 days) then an added R96 million is added to the local coffers. That added spend can create some 6 new jobs per R1 million spend which translates into some 576 new jobs- just from a 3% increase in visitors.

We use events as a value adding draw card for domestic and foreign tourists so the more we can offer the more likely we can swing their allegiances to our Paradise.

This week we are promoting our lovely destination at the Beeld Holiday Show in Midrand- the very heart of one of our key source markets. At this show we believe we can illicit the return not only our traditional markets but also those of our emerging markets within the Living Standards Measure 6-10.

Our promotions are intended to secure our customer loyalty, fill any gaps from some visitor drop off and source consumer purchase responses from new visitor prospects- then growth will occur.

So as the Sardine Festival draws near, we look forward to working with all and sundry to muscle up the mid-year festival calendar. We really want to impress our visitors and be the envy of our competitors. Event enquiries should be directed to Vanessa on eventing@tourismsouthcoast.co.za

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