BEACH SAFETY INITIATIVE SIGNALS PROGRESS IN ETHEKWINI’S REVITALISATION DRIVE
- 24 hours ago
- 3 min read
The establishment of the Presidential eThekwini Working Group (PeWG) in 2024 marked a decisive step towards addressing service delivery challenges and declining business confidence that had impacted Durban’s economic and tourism performance. Formed following engagement between President Cyril Ramaphosa, business leaders and key stakeholders, the PeWG was created to drive co-ordinated interventions across all three spheres of government, the private sector and civil society.
Tasked with advancing eThekwini’s turnaround strategy, the working group has focused on positioning the city as a leading investment and tourism hub while monitoring measurable improvements that can restore confidence in Durban’s future. Among its priorities, Tourism Revitalisation was identified as a key economic driver and contributor to investor sentiment.
Co-chaired by Department of Tourism Director General Victor Vele and eThekwini Municipality Executive Director Lihle Phewa, the Tourism Revitalisation workstream has concentrated on restoring Durban’s appeal as a safe, vibrant and globally competitive destination, with stronger collaboration, targeted marketing, improved infrastructure and enhanced visitor safety at its core.
The newly launched eThekwini Beach Safety Project is among the clearest examples of these objectives translating into action. Unveiled during Africa’s Travel Indaba, the initiative was developed through collaboration between government, tourism authorities, law enforcement agencies and private sector partners, and aims to strengthen visible policing and rapid response capabilities along Durban’s beachfront and key tourism hotspots.
Supported through the Tourism Marketing South Africa (TOMSA) Collaborative Fund and administered by the Tourism Business Council of South Africa (TBCSA), the project introduces a dedicated Tourism Safety Response Unit in partnership with Durban Metro Police and the South African Police Service. Key zones, including the Durban beachfront, the uShaka Marine World precinct and Florida Road, will benefit from enhanced patrols, specialised policing and upgraded safety infrastructure.
Through the TOMSA Collaborative Fund, several operational assets have been provided to support the Tourism and Coastal Unit: a 14-seater Toyota Quantum, two Isuzu D-Max double cab vehicles, four quad bikes, two automatic quad bikes, two trailers and official uniforms. The vehicles are equipped with advanced technology linked to the Department of Home Affairs and other departments frequently utilised by tourists, with teams strategically deployed across key coastal tourism zones.
At the launch of the unit, Deputy Minister of Tourism Makhotso Sotyu emphasised the link between safety and economic growth, stating: “Safe destinations are able to attract investment, create jobs and grow visitor confidence.”
eThekwini Mayor Councillor Cyril Xaba welcomed the initiative, emphasising that “safety and security remain central to Durban’s recovery and growth plans.” He added that the handover “demonstrates the value and impact of meaningful partnerships between government and the private sector in driving sustainable tourism growth and ensuring positive visitor experiences.”
Mayor Xaba noted that improved visitor experiences and visible policing would help reposition Durban as a city capable of hosting major events and attracting international visitors.
Stakeholders involved in the initiative include Durban Tourism, Invest Durban, Durban Metro Police, the KwaZulu-Natal Film Commission, the Federated Hospitality Association of South Africa and the TBCSA.
“TBCSA is committed to playing its part in the revitalisation of Durban as a leading tourism destination for both domestic and international travellers. A key focus of our discussions has been around safety and security, particularly along the beachfront, because visitor confidence is critical to growing tourism and supporting businesses that rely on the sector,” said TBCSA CEO Tshifhiwa Tshivhengwa.
The Beach Safety Project signals a broader shift from planning to implementation and stands as one of the first highly visible results of the Tourism Revitalisation workstream’s efforts to deliver measurable change and strengthen Durban’s reputation as a world-class destination.
Comments