TOURISM ON THE RISE: DURBAN’S PRESIDENTIAL WORKING GROUP FUELS GROWTH
- Business Sense
- Aug 22
- 4 min read
Durban, KwaZulu Natal is riding a new wave of tourism and investment momentum, driven in large part by the Presidential eThekwini Working Group number four. T his dedicated stream focuses exclusively on tourism – a sector regarded as the jewel of Durban and the wider KwaZulu-Natal region.
Russell Curtis, Head of Invest Durban, commented, “KZN, nearly the size of Portugal and boasting 600 kilometres of stunning coastline, is often described as the place where the colours of the Rainbow Nation shine brightest.”
Established under President Cyril Ramaphosa’s administration, in partnership with organised business, this Presidential Tourism Working Group is designed to tackle challenges in tourism and unlock the full potential of one of South Africa’s most naturally and culturally vibrant regions. The initiative brings together the minister and director general of National Tourism, alongside provincial leadership, the mayor of Durban, the eThekwini executive director for all planning and economic development plus the tourism and investment authorities in all spheres, alongside all in business linked to the sector. This improved public private partnership aims to boost the position of Durban as a premier global tourism and tourism investment destination.
Crucially, it also engages business structures such as FEDHASA, the Tourism Business Council of South Africa and several chambers of commerce to ensure a collaborative approach to unlocking the regions full investment and trade potential.
Curtis commented on the momentum underway, “We started a bit slowly, but we are starting to gain traction and seeing greater delivery. Now we are starting to be admired by other cities. We see President Ramaphosa promising Johannesburg that they can learn from us and start replicating some of our hard work.
The Presidential Tourism Working Group is structured around three clear pillars:
1. Product Development, Investment and Infrastructure
This involves upgrading Durban’s assets such as promenades, cultural and historic attractions, and other government owned tourism facilities. Major private sector investment projects capitalise on these and include the redevelopment of uShaka Marine World, a rejuvenated Hilton Hotel, the landmark Point Waterfront Partnership with Malaysian investors, new towers in uMhlanga, Sibaya, and beyond. An investment pipeline exceeding R30bn is rolling out.
Curtis emphasises the ambition: “We need a London Eye… let’s call it a Durban Eye. We need a Ski Dubai… We need a Canary Wharf or Marina Bay like the UK, Singapore and others. We are therefore already in multiple physical meetings with developers and investors who’re keen to do these in Durban. Club Med is already coming out the ground brilliantly and will make a huge impact mid next year, whilst the Southern Sun group, uShaka Marine World and others are recapitalising significantly. Residents will also soon see a significant billion Rand redevelopment of the old Funworld entertainment park on the beachfront promenade.
2. Marketing, Communications and Events
Repositioning Durban on the global stage requires changing the narrative and bending “the arc of perception back to the positive”. Curtis highlights the importance of impactful, global, targeted marketing advised by business experts, through to high profile events, such as professional conferences to sporting spectacles, which showcase the city’s beauty and infrastructure to more international audiences. Much closer, greater, and faster stakeholder communications being key this and more.
3. Safety and Security
A non-negotiable element for successful investment and trade, Durban has expanded its dedicated coastal and tourism policing teams, supported by new private sector co-investment in additional assets and technology. Drones, CCTV expansion, and closer coordination with SAPS and metro police are enhancing safety for visitors and residents alike, bolstered by over 600 new police recruits and innovative precinct ambassador programmes with private security.
Sports Tourism: A Winning Strategy
One of the key ways Durban is expanding its tourism strategy is through sports tourism, a high impact driver of economic growth and global visibility.
After a 15-year hiatus, Durban proudly hosted the DP World Tour Investec South African Open Golf Championship at the historic Durban Country Club in 2025.
Curtis called it: “A gem in the tourism crown. The second oldest national Open Golf championship on the planet. We partnered with DP World, Investec, and Jonsson Workwear to secure this event, leveraging their R50m plus investment in upgrading the Durban Country Club.”
The tournament became Durban’s most globally televised event in 200 years, reaching over 530 million homes across four days, putting the city’s scenery and hospitality in front of nearly a billion people worldwide, over an entire week. A local hero, Dylan Naidoo, made history as the first player of colour to win the SA Open since 1903.
The Hollywoodbets Durban July remains one of the city’s most iconic sporting and lifestyle events. In 2025, the festival of horse racing and high fashion:
■ Generated over R278 million in direct spend
■ Contributed nearly R700 million to GDP
■ Created 4,000 jobs
■ Filled local hotels to over 80% occupancy
The Durban July is not only a cultural highlight but also a powerful economic engine that amplifies the province’s tourism reach. This now underscores a further R1 billion investment commitment by the freshly merged Hollywoodbets/Gold Circle Racing companies.
Marathons, Canoes, and Cycling
Beyond golf and racing, Durban’s sports tourism calendar is rich and diverse:
■ Comrades Marathon (24,000 runners, 2,500 international) generates approximately R550 million
■ Dusi Canoe Marathon highlights the city’s natural waterways
■ aQuellé Durban Tour, Amashova and Karkloof cycling events draw athletes and adventure tourists alike
Collectively, sports tourism across running and cycling has generated R789 million in economic impact over the past two years. Soccer, rugby, cricket and other codes being equally large, especially with the 2027 Cricket World Cup secured for South Africa, driving a R100m upgrade to the Kingsmead grounds.
Building Durban’s Future T hese efforts, Curtis says, are not a flash in the pan but a deliberate, hard-fought strategy: “Durban is best placed with our unique weather, cultures, and surroundings; we can enjoy the outdoors better than many places in South Africa, year-round.”
Through strategic collaboration, investment attraction and facilitation, high impact events, improved marketing plus a renewed focus on safety, Durban is reshaping her story. KwaZulu Natal’s coastline, diverse cultural heritage, and warm climate offer the perfect stage to deliver on Curtis’s vision of a globally admired tourism hub.
As Durban’s events calendar and investment pipeline continue to grow, the city is not just recovering – it is rising as a model for South African tourism partnership success.
Russell Curtis
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