There are some new tourism faces in the Lowveld that locals may already have met. And there seems to be a buzz of excitement in the destination with respect to the work that has been commissioned by the Lowveld Chamber of Business and Tourism. This was tangible during a series of four workshops held in Hazyview, Barberton, Malelane and White River during the week of 21-25 April 2008, where the work to be completed was shared with residents, tourism and other stakeholders.

Well know tourism personality, Sheryl Ozinsky and Kurt Ackermann, who hail from Cape Town, have been commissioned to draw up an organizational unification strategy and a three year business plan for three of Mpumalanga’s seven tourism regions, namely Panorma, Wild Frontier and Lowveld Legogote. The unification of the three regions will ensure better, cost effective marketing, improved brand awareness and will consolidate benefits of membership for the private sector. This is to be achieved through the provision of high quality, customer focused, cost-effective visitor services, creating exceptional levels of customer satisfaction and fulfilment. The unified tourism organization will play a pro-active role in maximising the benefits of tourism to the Lowveld, by stimulating longer stays, extended experience of the regions tourism diverse products, repeat visits and recommendations to friends and relatives

Chairman of the unification steering committee, James Aling says, “The successful delivery of visitor value will depend on a strong and co-ordinated public-private-community partnership
at all levels of the visitor value chain. We look forward to working with local and provincial government, communities and the private sector to ensure that the region’s tourism potential is realised.”

An important part of the strategy will be to evaluate the current tourism brands in the region and devise a regional brand architecture including a positioning statement and visual identity recommendations to underpin the brand. In this respect a brand questionnaire has already been distributed for completion by stakeholders.

The consultants will also be devising a unified and integrated membership system across the three regions that will allow tourism products and related businesses to affiliate to and partner with one single tourism entity. The membership system will formed in a financially and commercially sustainable way. The current tourist information network across the regions will also be reviewed , including the use of the official “I” sign and options for a suitable Visitor Information Centre Network are to be proposed. Developing an integrated 2010 Tourism Visitor Services Action Plan for the region aligned with provincial and national 2010 plans, is also part of the work to be completed.

A critical componet of the strategy will be to evaluate the current websites and information distribution systems and devise a tourism e-business strategy based on an electronic database structure, user requirements and interfaces and internet functionalities.

Says Sheryl Ozinsky, “we are working closely with the Mpumalanga Parks and Tourism Association, the Tshane University of Technology, and other stakeholders, so as to ensure that our recommendations are consistent with tourism priorities for the region. This is such a gorgeous destination, it has such diversity of landscape and product offering, and so much potential; I think the Lowveld’s time has come.”

For further information, please contact:
Sthembile Mhlophe
Tourism Manager Lowveld Tourism
E-Mail: sthembile@lcbt.co.za
Mobile: 072 205 3532

ISSUED BY SHERYL OZINSKY ON 30 APRIL 2008
E-mail: sherylozinsky@iafrica.com
Mobile: 083 628 3426