The Municipal Tourism Development Conference hosted at Indaba Lodge in Richards Bay brought together tourism minds from across the country, with the City of uMhlathuze playing host to a gathering that explored fresh strategies to unlock tourism potential within municipalities. The event was driven by Destiny Media Africa, an agency known for creating platforms that empower local government, entrepreneurs, and stakeholders to reshape development through dialogue, storytelling and practical insights.
Among the standout presentations was the one delivered by Endumeni Local Municipality, which showcased their now well-established home-stay initiative. This concept was sparked by the influx of visitors that the Dundee July brings into the small town. What began as a response to the high accommodation demand during the event has now evolved into a permanent and sustainable opportunity for many households. The project has long moved past its pilot phase, and today, some families are receiving repeat bookings without needing any external help. This is a true testimony that events do bring business, even in small towns. Dundee comes alive during that weekend, and the economic spin-offs are real, reaching from homestay hosts to street vendors and informal businesses.
What made the Endumeni presentation even more impactful was that it wasn’t based on theory, it spoke to practical results. It highlighted the power of events like the Dundee July to spark lasting economic participation beyond a single weekend. By rooting tourism in everyday people’s homes, they’ve managed to turn a one-off crowd-puller into a longer-term strategy for income and inclusion.
Limpopo’s representation at the conference also left a lasting impression. With confidence and charm, the officials compared their province’s year-round warm weather to that of City of uMhlathuze, proudly claiming that Limpopo too is a summer destination with no real winter to worry about. The team spotlighted the Amarula Festival, a culturally rich celebration that taps directly into community involvement. From marula fruit harvesting led by women farmers, to the local vendors who benefit from the influx of festivalgoers, the festival was presented as an example of how cultural heritage, agriculture, and tourism can exist within the same space, feeding each other, quite literally.
The Amarula Festival is more than just an event; it’s a boost to local farming, processing, and informal trading. The demand for marula rises as the festival approaches, creating a ripple effect that benefits communities on multiple levels. It was refreshing to see tourism being framed not only around hotels and destinations, but around local women, fields, fruit, and pride.
Academic voices also brought depth to the conversation. Presenters from the University of KwaZulu-Natal unpacked the elements of marketing and branding that municipalities should consider to stand out in a crowded tourism market. They encouraged municipalities to embrace digital storytelling, to use events as branding tools, and to root their marketing in authentic experiences. The need to push sustainable and responsible tourism was underlined as an important shift in attracting conscious travellers.
KwaZulu-Natal’s natural and cultural strengths were also highlighted, world-class beaches, rich cultural heritage, safari experiences, and iconic adventure tourism sites. However, the academics did not shy away from pointing out the challenges that the province still faces in terms of infrastructure, safety, and the lack of data-driven strategies. The caution was clear: marketing that’s not supported by solid research risks being wishful thinking, or as one speaker boldly put it, “thump-sucking.”
But overall, the conference carried a hopeful tone. It reminded everyone that meaningful tourism growth isn’t limited to major cities or luxury hotels. It starts in villages, backyards, kitchens, and local festivals. When tourism is grounded in people’s lived experiences and traditions, it becomes more than an industry, it becomes a lifeline.
In the heart of “Sizzle City,” as City of uMhlathuze is fondly known, the conversations were just as warm. They were rooted in action, possibility, and a shared belief that small towns, when given the tools and attention, can offer the most memorable experiences for any traveller.
