Eden District name change proposed
The Eden District municipality has agreed in principle to change its name to “Garden Route District municipality”, but a public participation process will be entered into.
The proposed name change was resolved by the Eden District municipality council on 30 August.
The motivation for the proposed name change is as follows, as explained by Herman Pieters, senior communications officer for the municipality.
“Various names and brands are used to refer to the Eden District municipal area. Names include, but are not limited to Southern Cape, Southern Coast, Eden, and Garden Route. This creates a state of brand delusion, meaning there is a mismatch between what some believe, what council believes the municipality’s brand should represent and the experience of the people who live and visit our area, “he says.
“To create a public perception about a brand takes a lot of time and effort. There is evidence that a lot of people outside the Eden District do not understand what the word ‘Eden’ means in the context of our municipality or why the district is actually using the name.
“From a competitive tourism marketing strategy point of view, it is difficult to promote a brand in the oversaturated tourism market. Currently the European, Chinese and Southern American and African markets are already aware of the name Garden Route, which makes it easier to continue with a brand aligned to this description.
“Our area has already been declared an international biosphere by Unesco and is known as the Garden Route Biosphere reserve. That is a very prestigious recognition that we must leverage to ensure economic growth for our region,” says Pieters.