Durban July:
How Event Tourism Can Help Spur Economic Activity
Industry experts and media recently experienced one of the region’s most prominent tourism attractions as Proflight Zambia supported South Africa’s Durban July extravaganza to inspire similar events locally. The Durban July horse race delivered an unforgettable fusion of sport, fashion, and economic vitality, attracting over 50,000 attendees from Zambia, other parts of Africa, and the world.
Proflight, with counterparts and industry partners, participated in the Durban July Mega Familiarisation Trip hosted by the City of Durban. The trip coincided with the Hollywoodbet Durban July, an anchor event of the Durban Winter Season.
Event tourism has grown as a major attraction for holidaymakers and festival revellers. The positive economic spill-over effects from these activities are recognised as important for local development, with governments and communities encouraging these events at national and community levels. Aviation is a key sector benefitting from event tourism and is also a driving factor.
“The Durban July is more than just an event; it’s a catalyst for economic and cultural synergy,” noted Sibusiso Gumbi, Interim CEO of the KwaZulu-Natal Tourism and Film Authority. Post-COVID, there has been a significant uptick in international attendees, many from Zambia. This has led to a rise in demand for local and regional airline services, with Zambian air carriers such as Proflight providing direct routes from Lusaka to Durban, Cape Town, and Johannesburg, enhancing economic ties between the two countries.
During the Durban July, the city’s hospitality sector teems with activity, with an estimated 60,000-plus bed spaces booked. The event injects an estimated 2.7 billion rand into the local economy, contributing 6.6 billion rand to the city’s GDP and creating approximately 11,900 jobs. EThekwini Municipality’s Economic Development and Planning Committee Chairperson, Thembo Ntuli, urged stronger partnerships between Durban and other African cities.
Zambia itself boasts unique events that draw visitors, including the Lusaka Agriculture and Commercial Show, the Mutomboko ceremony, and the Lusaka July, all slated for July to September 2024. The Agriculture and Commercial Show promotes trade and investment in Zambia, particularly in agriculture, with spill-over effects into tourism and hospitality.
The success of Durban July offers valuable lessons for Zambia. By focusing on strategic partnerships and enhancing tourism infrastructure, Zambia can attract similar large-scale tourism and hospitality events to foster economic growth and cultural exchanges. Proflight operates direct flights to Durban, Johannesburg, and Cape Town from Lusaka, further supporting these initiatives.
