Case study 10

International Market Access Programme

Client: Tourism KwaZulu-Natal | eThekwini Municipality

Background

International market development requires more than attendance at overseas trade exhibitions. It requires careful market selection, strategic destination positioning, institutional partnerships, business-to-business engagement and sustained support for enterprises seeking access to international buyers.

During his tenure at Tourism KwaZulu-Natal, Sthandiwe Mkhize played a central role in coordinating international market access initiatives designed to promote KwaZulu-Natal, strengthen relationships with the international travel trade and create commercial opportunities for tourism enterprises. These initiatives also supported tourism transformation by enabling historically disadvantaged businesses participating in the organisation's incubation and enterprise development programmes to gain international exposure and establish industry linkages.

The programme was implemented through participation in major tourism trade platforms in Istanbul, Amsterdam and London. A further market access initiative in Dubai was undertaken for eThekwini Municipality, supporting Durban's destination and business positioning within the Middle East market.

EMITT — Istanbul, Turkey

Participation in the East Mediterranean International Tourism and Travel Exhibition, a major trade and consumer tourism platform serving Turkey and the wider region. The initiative introduced KwaZulu-Natal and participating tourism enterprises to an emerging outbound market with growing air connectivity and commercial potential, and included destination promotion, trade engagement, market intelligence gathering and international exposure for SMMEs in Tourism KwaZulu-Natal's incubation and market access programme.

Vakantiebeurs — Amsterdam, Netherlands

Participation in Vakantiebeurs, one of the Netherlands' established tourism and travel exhibitions. The programme supported KwaZulu-Natal's engagement with the Dutch and wider European travel markets through destination promotion, interaction with tourism buyers and operators, and the presentation of tourism products to international consumers and trade stakeholders.

World Travel Market — London, United Kingdom

Participation in World Travel Market London, one of the world's leading business-to-business tourism events. The platform provided opportunities to promote KwaZulu-Natal, engage international tour operators and industry decision-makers, assess global tourism trends and strengthen the province's presence within the United Kingdom and broader international travel trade.

Dubai ATI — Dubai, United Arab Emirates

Participation in Dubai ATI on behalf of eThekwini Municipality as part of an international market access and destination promotion initiative, supporting Durban's positioning within the Middle East market and creating opportunities to promote the city's tourism products, business potential and strategic international connectivity.

Objectives

Position KwaZulu-Natal and Durban within priority international tourism markets.
Increase destination awareness among international buyers, tour operators and travel professionals.
Create international market access opportunities for emerging tourism enterprises.
Facilitate business-to-business meetings and commercial linkages.
Strengthen relationships with airlines, tourism authorities, diplomatic representatives and trade partners.
Gather market intelligence to inform future destination marketing and product development.
Support tourism transformation and the international competitiveness of participating SMMEs.

Methodology

Identification and assessment of priority international markets.
Review of market potential, traveller profiles and air access.
Selection and preparation of participating tourism enterprises.
Development of destination and product marketing material.
Coordination of exhibition participation and stakeholder engagements.
Business-to-business meeting facilitation.
Engagement with embassies, tourism authorities, airlines and trade partners.
Destination presentations and product promotion.
Collection of market and competitor intelligence.
Post-event assessment and relationship follow-up.

Client sector

International Market Access | Destination Marketing | Tourism Trade | Enterprise Development

Scope

Preparation, coordination and participation in selected international tourism trade exhibitions and market access activities.

Outcomes

Increased international visibility for KwaZulu-Natal and Durban.
Stronger engagement with tourism buyers, tour operators and international industry partners.
Improved international exposure for participating tourism SMMEs.
Development of business linkages between local enterprises and international markets.
Enhanced market intelligence regarding traveller preferences, competition and destination positioning.
Greater confidence and market readiness among emerging tourism businesses.
Strengthened collaboration between tourism authorities, municipalities, diplomatic representatives and international trade partners.
Improved positioning of KwaZulu-Natal and Durban within selected European, Turkish and Middle Eastern markets.

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