Breaking barriers in tourism
ACTING chief of the KZN Convention Bureau, Sonto Mayise, is determined to ensure the province remains a priority destination for business tourism.
The role of the bureau is to promote business tourism services in KZN and Durban’s metropolitan area.
Mayise, who holds a Bachelor in Tourism degree from the University of Zululand and graduated with distinction, had initially enrolled to study accounting, but with the guidance of Unizulu’s Professor Thandi Nzama, she chose tourism.
With numerous accolades in the industry, Mayise has been nominated for the Top 40 Women in MICE (Meetings, Incentives, Conferences and Exhibitions). The award ceremony will take place in Johannesburg today (Thursday).
Placing KZN as a viable tourism destination remains her focus.
‘We have to meet the actual needs of different kinds of visitors.
‘This is often achieved by a clear positioning statement or brand message, and by creating a destination that offers all of it,’ Mayise said.
Since its inception in 2010, the bureau has attracted more than 30 conferences with an economic impact of more than R1-billion.
‘In terms of the number of conferences hosted, Durban and the Inkosi Albert Luthuli International Convention Centre remain the busiest venues in the country, with strong competition coming from Cape Town.’
She said on the continent, Kenya, Rwanda and Ethiopia are currently the key competitors for KZN.
Although strides have been made, she said the industry still needs to undergo much transformation.
‘The lack of women involved in business tourism could be attributed to their lack of knowledge or the barriers they face trying to get a foothold into the industry.
Part of her role is to also get more young people into the sector.