Max’s Lifestyle start of something new
Listing puts township on tourist map
DURBAN may soon have its own “Vilakazi Street” – in uMlazi.
This was confirmed by eThekwini deputy city manager for economic development and planning, Musa Mbhele, on Wednesday after Max’s Lifestyle restaurant was named in the top 207 restaurants in the world by Condé Nast Traveller magazine.
Mbhele confirmed that plans were in the pipeline for Durban to create a similar tourist destination on Sibusiso Mdakane Drive, where Max’s Lifestyle is based.
Vilakazi Street is in Soweto, Johannesburg, and includes the homes of Nelson Mandela and Archbishop Desmond Tutu as well as the Hector Pieterson Museum and Memorial. It is a major tourist spot.
“We are looking at developing Sibusiso Mdakane Drive and want to promote our township culture, which is full of vibe and colour. We also want to encourage a variety of African cuisines, not only shisa nyama. We are in negotiations with National Treasury to get additional funding to drive such a project,” said Mbhele, who estimated the development would cost in the region of R200 million.
Mbhele said Sibusiso Mdakane Drive, a major road in the township, is in the southern densification corridor which is part of the city’s plan to link up well developed hubs in the city to township areas.
Max’s Lifestyle has put the city on the international tourism destination map with the listing having an estimated reach of 7 million, not including additional social media coverage.
This followed close on the heels of US TV station CNN voting Durban as one of the best cities in the world for top class street food.
Head of Durban Tourism, Phillip Sithole said, “Durban has a long-term vision of developing our Township Tourism nodes. We want to create nodes like Vilakazi Street in Soweto, with an integration of food, entertainment, fashion, visual arts, crafts, culture and heritage that all culminate in a well-balanced tourism offering.”
He also confirmed that during Tourism Month this month, Durban Tourism took some of the township restaurants, Max’s Lifestyle, Under The Moon, Eyadini and Artizen on a brand exposure and learning mission to look at best practice in Soweto.
“We would like these businesses to try to adopt this business model to amplify our tourism offerings locally. This vision and plan might take time to execute.
“However, with the right partnerships and entrepreneurship opportunities, we will get the business model perfected for Durban.”
Meanwhile, Max Mqadi, the owner, said at a function this week held to celebrate his restaurant’s world ranking, that uMlazi had all the potential to be developed into a key tourism destination.
“Tourists come to check the township and they enjoy the township culture. We were the only place in the township at the time of the Soccer World Cup and we got a lot of publicity from international media.
“People think you can only be successful if you have a business in uMhlanga, but my vision is to develop my township.
“uMlazi is where I grew up and I have to fulfil that vision where tourists and local people can all come here without fear.
“With regard to Sibusiso Mdakane Drive, we need to start by putting infrastructure in place such as paving the verges, good lighting and signage. There is also no route for uMlazi to showcase the history of this township,” said Mqadi.
Chairman of uMlazi Tourism, Sithembiso Ntuli, said, “We want this street (Sibusiso Mdakane) to be reserved for tourism, just like Vilakazi Street.
“Max’s win has placed uMlazi as a prime destination and there are lots of possible spinoffs for job creation: from tour guides to providing marquees and tents. I believe big things are going to come to uMlazi,” said Ntuli.