Tourism and the evolution of epic
TOURISM potential is about the crown jewel as well as developing the hidden gems. The 2015 staging of the world’s longest continuously running professional surfing event was launched to the media on Friday. The Ballito Pro 2015, presented by Billabong, will be the 47th time this event takes place and the seventh time that it will be presented in Ballito.
The evolution of the event (the digital media strap line is Version 20.15: The evolution of epic) reflects its pedigree. The original Durban 500 took place in the Bay of Plenty before becoming the Gunston 500 in 1971. Mr Price came on board in 2000 as the title sponsor following the banning of tobacco advertising.
The event relocated to Ballito in 2009 because of the better surfing conditions. The competition became a prime-rated event in 2010, confirming Ballito’s status as one of the better contest venues on the men’s qualifying circuit. The involvement of Billabong from 2015 onwards is the start of a new chapter in the event’s future.
Despite these fast-paced developments, the local KwaDukuza Municipality has been a stable campaigner since 2009, first to attract the event and then keep it in Ballito.
The continuing pursuit of this objective by KwaDukuza acknowledges the critical importance of the visitor economy to the municipality’s economy. The event and festival attract approximately 200 000 visitors every year, generating an estimated return on investment of R40 million. Accepting a conservative multiplier of 1.2, this value increases up to R48m.
In addition, the surf community is by nature environmentally sensitive and places high value on the ocean as a resource. Duncan Pritchard from Environment Tourism Communities reminded me that they appreciate the ocean in an almost spiritual way and use it in a non-consumptive way.
Duncan recalls that at last year’s event, Filipe Toledo, current world Number 2, threw an insane perfect 10 aerial manoeuvre while a humpbacked whale timed its breach perfectly in the background.
KwaDukuza’s willingness to accommodate and support the event organisers were lauded by a number of the speakers – their willingness to contribute to an environment where not only the event but tourism and the economy can benefit is exemplary in South Africa.
Sadly, though, single events will not realise the full potential of tourism as a significant contributor to our local economy. And herein lies a paradox shared by our tourism business community and local government.
Higher global income levels have increased the importance of recreation and leisure, and as a result the tourism economy. Central to this growth are hotels and resorts which account for about 75% of tourism employment, and according to studies one hotel job generates an estimated three others.
Hotel and resort development attracts foreign investment, provides training for locals and is a stimulus for other ancillary businesses. In order to optimise potential and build on tourism’s success without destroying it, local government should pro-actively court developers who understand and are sensitive to the impact of changes in the quality of – and accessibility to – our coast.