Posts Tagged ‘Tzaneen’

So is it tourism; where is Destination Marketing?

Thursday, May 28th, 2009

I’ve learnt something interesting in Limpopo.  Most accommodation establishments in this province aren’t really part of tourism at all — in fact, about 70% of all bednights spent in the province have very little to do with tourism.

I define tourists as discretionary spenders — they have a choice and decide where they want to go.  They are attracted by environments, leisure options, shopping, a stimulating place for meetings, etc.  They have a choice.

Now that 70% certainly doesn’t service a tourist market as defined by discretionary spenders — they have a captive market that mainly services the mines and other industries in their towns.  They cater for the commercial travellers that have to visit a certain town.

So why is this important?  These establishments don’t need to participate in destination marketing, they just need to make their products known and a good relationship with the mines or whatever is usually sufficient.  They don’t demand quality, stimulating and competitive environments because all they sell is shelter — a bed for the night rather than a compelling place to visit.

Now this has a big impact on destination marketing and is one of the reasons that Limpopo is so badly marketed — 70% of the product owners have different needs.  This also shows in the priority which municipalities give to tourism and destination marketing.  It shows in the attention given in major towns to quality environments conducive to tourism.

Two exceptions I’ve come across on Mopani’s Route 71 are neighbouring Tzaneen and Phalaborwa, where there seems to be a battle going on for South Africa’s national Cleanest Town of the Year Award.  They are trying, but are they taking it far enough?

Probably not but then tourism product owners who are part of the destination marketing effort haven’t banded together sufficiently, investing in destination marketing and demanding that their local municipalities do the same.  Businesses that participate in their local destination marketing should be recognised, and Limpopo Tourism should accredit effective local tourist offices’s and encourage them with funding.

Limpopo Tourism should not be running the local Tzaneen Info office!  It is the local municipality’s legislated function and this only encourages them to abrogate their responsibility.

What’s the most important difference between commercial travellers and real tourists?  Real tourists spend more money and, if the enjoy their stay, they come back to invest in the area. They invest in property and businesses, but frequently they are also moved to help improve local communities.  (Click here for an example.)

Limpopo Provincial Government and Limpopo Tourism & Parks have provided little discernable leadership to date.  There is no tourism legislation as exists in the Western Cape.  There is no tourism business plan except for what’s in someone’s head (more on this in another post).  It’s mind boggling that taxpayers funds can be allocated in the absence of an approved business plan!

If I sound harsh on Limpopo Tourism, there appears to be some light.  I met Morris Mabada (their new regional manager for Mopani) briefly yesterday.  He impressed me!

Route 71 to Tzaneen – a different world

Monday, April 20th, 2009

[mappress]

If you’re coming from Johannesburg, the road to Tzaneen takes you past the outskirts of Polokwane, Limpopo’s capital, and then east. Surprisingly, it’s a proper dual carriageway with a wide median down the middle — not something I’ve seen very often around here – probably because I avoid toll roads because I they show how government shifts its responsibility of providing arterial infrastructure onto taxpayers and tourists!

(You can also fly to Polokwane International Airport on scheduled flights, but I’m not sure where the “International” bit comes from. First Car Rental has a branch there so rent a car from them.  They offer great cars, great value, great service and they’re really very friendly.)

Polokwane to Tzaneen takes about an hour and, if one continues another hour along Route 71, you come to Phalaborwa and the Kruger National Park.  (Yes, most of the Park actually lies in Limpopo.)

dsc05709_r71crop

Leaving Polokwane, you come across “village” after “village”, all within the greater Polokwane metropolitan area.  It’s scary… Polokwane’s urban sprawl goes on for kilometre after kilometre.  If Polokwane municipality aims to provide uniform service delivery and services throughout its area, it will bankrupt itself or its citizens with this kind of land usage.

It’s an interesting drive though and could be a fascinating tourist route.  On the way back, I want to photograph some of the eye-catching shops along the road.  Maybe I’ll meet some interesting people too.

The road takes you past Zion City at Moria which makes the news every year — over five million people travel there at Easter, in early September and over Christmas for religious celebrations.

The Zion City Church was formed by Engenas Lekganyane after a revelation he is said to have received from God in 1910. Followers believe that the church’s leader (today it’s Lekganyane’s grandsons) stand between the congregation and God; and that, like Christ, can perform miracles.  Hmmm… yes.

The dual carriageway ends at Moria.  Could it have been built just for those three annual events?  Limpopo Tourism say the province’s tourism benefits greatly but I’m not so sure.  Pilgrims arrive by any means of transport available and the visit is singularly focused.  Apart from fuel and food, and the requirements for staging massive events, few tourism rands get spread around.  If anything, all other tourists are discouraged from visiting the province at those times.  Limpopo Traffic advised CapeInfo not to travel at these times.

But that’s also where the road starts taking you into the mountains.  The scenery changes so dramatically you could be in a different world.

Moving from Polokwane to Mopani municipal districts also had another very noticeable contrast – spotless roads with tidy road verges and strategically placed roadside picnic spots in shade.  For the first time in Limpopo, I had the feeling that this municipality really cares.  (I was so impressed that I was compelled to pop into the municipal manager and mayor’s offices in Tzaneen to tell them.  Well done guys!)

The vegetation is typical bushveld as you climb the winding pass and then — all of a sudden — you’re in forests with vistas of dramatic mountain after dramatic mountain.  This is where the Drakensberg escarpment ends!

Descending the first pass you come to the small village of Haenertsburg … in the Land of the Silver Mist”".  I’d never heard of it before but watch it become a “must-visit” route destination.  Old-timers may resent a new-found tourism status, but they should watch their property values climb!

I drove past it the first time thinking, “pretty, but not worth a detour.”  My host in Tzaneen, Adri Kruger of Tzaneen Country Lodge, told me I must visit Martin & Jen at the Iron Crown Pub & Grill.  She was right — this is one of those places that defines a town.  What friendly owners, what a buzz and I will be back… and so will many others I guess.  It also made me venture further into the village.

Iron Crown Pub & Grill in Haenertsburg - an essential stop on Route 71
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Iron Crown Pub & Grill in Haenertsburg - an essential stop on Route 71 - and the village's history on the pub's wall.

The road dips into another valley and overlooks the spectacular Ebenezer dam, shimmering blue surrounded by green forests. Then another ascent brings one to Magoebaskloof, named after King Makgoba, leader of the Tlou people who defied the Boer government from 1888–1895.  He was eventually killed by Swazi impis employed by the Boers when they failed to take his mountaintop domain.

Magoebaskloof

Magoebaskloof - winding roads and spectacular mountain vistas.

Tzaneen produce

Product ambassadors: Adri Kruger demonstrated how exciting local products really are. Why not a generic swing ticket on each saying where they come from, inviting people to visit the area?

Approaching Tzaneen, one enters one of the most intensely farmed areas in SA’s northern provinces.  Some facts about the greater Tzaneen area are telling:

  • It’s known as the fruit basket of South Africa, growing mango, avocado, tomato, banana, tea and the whole basket of citrus.
  • The area has been rated one of the wealthiest in South Africa.
  • It’s won South Africa’s Cleanest Town of the Year award.

Tzaneen, on the banks of the huge Tzaneen dam, must be the greenest town I’ve ever seen.  Only the commercial centre seems to stand above the canopy of trees that covers the town.  It’s the second largest town in Limpopo (population 80,000), and serves the greater Tzaneen area which has a population of about 700,000 people.  This shows in the CBD which has excellent shopping.


Notes on photographs

I will replace and add to the pics on these pages when I get better ones.  If anyone can help with stunning photographs of the area, they are really appreciated and will be credited when used. Getting great pics means being at the right place at the right time which is rather difficult when you’re just passing through.  Good lighting is everything in the harsh sunshine.

I did go into the Tzaneen info office to see if they have a photo CD and ask for further information on the area. All I got was generic info on Limpopo! Not helpful at all, nor any warm welcome.

A polarising filter is essential for photography in Limpopo.  I haven’t managed to find a 62mm one yet for the Sony A200 DSLR which takes magnificent photographs.

I finally realised why Cape Town is a global centre for film and advertising film shoots — it has unique lighting (and named one of the top five blue sky cities of the world). An architect friend had just completed a building in Cape Town with a dusky pink Marmoran finish. It really looked good so they decided to use it again for a building they were doing in Johannesburg. They put a test panel up on the Joburg building but… what was dusky pink in Cape Town appeared a dirty grey in Johannesburg!

Next stop – Mopani

Friday, April 17th, 2009

I’m setting off this morning for Tzaneen, which I’m told is in the Mopani region.  Now I’ve never heard of Mopani before, except for Mopani worms – which some people eat!

I’ve read about the area in quite a few web sites, but none really give me a feeling for the area.  One bit of information did pique my interest and fill me with excited anticipation – Google’s satellite image of the area.

Mopani region

This got me thinking on brands once again.  A brand is not a name and its tagline, nor a visual identity.  A brand is something experienced.

I’m still trying to work out how Limpopo fares in the brand stakes.  I kept thinking how one of its best-known product brands, Marula, is owned by Distell in Stellenbosch.  And Cape Town Tourism is currently busy with a promotion for Marula, where it’s origins are not recognised at all.

The Cape’s West Coast has a culture, cuisine and lifestyle that all add up to the West Coast brand.  The same can be said of the Winelands.

The self-esteem of locals in successful tourism destinations is always far higher than that of locals in lesser tourism destinations.  A successful tourism destination always offers more amenities, better services and hospitality and a memorable environment.

It’s worth remembering how Cape Town changed from the mid 1980s.  Before then, it was one of the world’s best-kept secrets.  It started with the publication of a report by the City Council titled The Greening of Cape Town.  That saw the closure of St George’s Street which was given back to people… as St George’s Mall.  More pedestrianisation followed and the city centre became a place where people came first.

In 1989, work started on the V&A Waterfront.  Many said it would be a six-month wonder and then stagnate.  It didn’t.  Can you imagine people queuing for an hour to get into the Waterfront’s first two pubs – Ferryman’s Tavern and Bertie’s Landing?

One of the aims when the Waterfront started was to make it popular among locals first and foremost.  Because it’s locals who would recommend it to visitors as a must-visit destination.  And those visitors passed that on to their friends back home.

Another factor in the building of Brand Cape Town has been the role of Cape Town Tourism (CTT), which enjoys HUGE support by locals.  CTT do an amazing job at grass roots level; something I am yet to encounter in Limpopo where no-one has had anything good to say about tourism authorities.

So with Tzaneen (and Mopani) barely on my destination brand radar, two things excite me.  Firstly that Google image does promise some spectacular scenery.  Secondly, and as important, Hanneli Slabber at SA Tourism asked Adri Kruger to assist me.  Adri owns Tzaneen Country Lodge and is a mine of knowledge and insight.  She sent me a list of some of the attractions which you can see here.

So yes, I am filled with anticipation.  Come back to read more…