Beyond dolphins and the Donkin
REAL tourism product development is a complex but rewarding process. However, it is my contention that we still need to have real tourism-orientated discussions in Nelson Mandela Bay.
For this, we need to project into the future and to pull on the levers of potential, product, policy and political will.
Inspired by recent articles by Luvuyo Bangazi in the Weekend Post, I have ignited old thoughts of new methodologies in tourism product development.
In the Bay we are obsessed with what we know and had. This can be a closed loop: instead of touting the obvious, such as the dolphins or the Donkin, we could be focused on the development and generation of new tourism products.
In this, we need to analyse both the supply and demand for tourism products. Effective and powerful product development increases the number of places to visit and things to do for tourists – but it also creates healthy competition, a tangible tourism cluster and a critical mass driving tourism experience.
Together these translate into the number of visits, length of stay as well as tourism spend, which is beneficial for everyone in the sector.
It’s worth considering a couple of the tourism opportunities we have in Nelson Mandela Bay.
For example, the fact that we have five biomes is great. But what does this mean from a tourism perspective? Simply saying it does not manifest a product.
What are the products that support our five biomes? There are few, if any.
The mooted project to create a zipline is a good example of product development alongside using existing tourism capital, but it is a hen’s tooth.
In another example, other cities have botanical gardens to promote nature tourism – could our five-biome city not create a botanical garden where the biomes meet?
There is also power in the unknown.
At the back of Kwazakhele, there exist periodic colonies of flamingos – a perfect product for nature lovers. But first you have to see potential before you can conceive new realities.
Opportunities abound in the townships. But places such as the Mandela Peace Park in Motherwell, which resembles a disused sports facility, are problematic when they should be catalytic.
The contrived township tour, which is really a viewing deck for tourists to see how township dwellers eat and drink, is a far cry from what it could be, with a little authenticity and creativity.
Tourism products would dissuade many people from venturing on these tours solely to experience human watering holes.
Bangazi speaks about the creation of value in tourism destination marketing – and that this can be determined by the creation of products targeted towards specific market segments.
He also argues that a tourism destination needs a good product portfolio strategy to be able to develop tourism and specialise the existing supply of the destination.
Together with these, essential infrastructure, policy and facilities that would enable tourism to flourish are critical. Product alone is not strong enough, the industry needs political will and policy.
That’s why I argue, “if it ain’t broke, don’t fix it” – make it better.
A case in point is the proposed pavement bylaws which impact hubs such as the vibey restaurant strip on Stanley Street in Richmond Hill.
While some would applaud the development of such policies, such could have a negative effect on organic tourism.
As we deal with the nuisance that it causes to locals, so must we interrogate it for its impact on tourism.
There are more gaps – or opportunities, in economic speak.
Nelson Mandela Bay is already a popular stopover for cruise ships, which are increasingly docking here.
Do we have a strategy to invite them into the Bay, or do we continue to deliver on the drop-in urban safari product? Are we actively pursuing the economic infrastructure that can unlock spinoff products from this already established industry?
It would also be interesting to know about the plans to build a cruise ship terminal.
The existence of a cruise terminal would assist to harvest other opportunities and the development of activities along a local tourism value chain.
While we may no longer refer to the extension of the airport runway, it is arguable that it could add value to the mix of enablers required to sustain tourism in the Bay.
We also need urgent discussions with identified critical stakeholders and the airlines to ensure flights to the city don’t get cut.
But this requires that we have the product that meets market demand, so that people vote with their bums on airplane seats.
While the golden nugget is a bigger tourism marketing budget, equal focus should be on the development of products, the building of the required economic infrastructure, the prioritisation of rational policy, and support of a few champions who love the city, but see beyond the conventional product box.
Effective and powerful product development increases the number of places to visit and things to do for tourists