What is a Destination?
We've debated a definition of "Destination" for the purpose of this competition, bearing in mind that, in some areas, there are few noteworthy destinations that meet a generally-held criterion of not being privately owned.
All towns and cities are -- or should aim to be -- "Destinations" if they are at all competitive and chase the common goal of being desirable places to live, visit, work, play and invest in. We hope that all cities, towns and villages will participate in the competition, if only to develop a clearer position on their brand.
Then there are regional destinations like routes, meanders and parks & reserves where a destination marketing organisation exists.
And then there are standalone brands. Many of these are in private ownership and might be viewed as "attractions which are destinations in their own right." We've introduced this category to level the playing field. For example, there's little doubt that Kruger National Park is a destination, now so too is Shamwari Private Nature Reserve. There's little doubt that the V&A Waterfront and Sun City are destinations in their own right.
Private sector entrants need a mandate from a relevant Local Tourism Office, Regional Tourism Office, chamber of business, Fedhasa or SATSA.
This mandate, in the form of a supporting email which must be attached to the entry application, needs to support the entrant's claim to be a standalone brand and validate the following requirements of the entry:
- It engages the participation of public & private sectors and local communities
- It provides wider community benefits
- It attracts national and provincial cross-border travellers on the strength of its brand and offering
- It provides a range of activity options and events
- It is a catalyst for job creation & skills development and source of local pride.
