Travel, fashion, sport and local economic growth
LUSAKA, ZAMBIA – Industry experts and media gained first-hand experience of one of the region’s biggest tourism attractions recently as Proflight Zambia put its support behind South Africa’s Durban July extravaganza in a move designed to inspire similar events locally.
The Durban July horse race once again delivered an unforgettable experience in a spectacular fusion of sport, fashion, and economic vitality, attracting over 50,000 attendees from Zambia; other parts of southern and the rest of Africa; as well as from around the world.
Proflight Zambia, together with counterparts and industry partners from across the continent and beyond, at the invitation of the City of Durban participated in the Durban July Mega Familiarisation Trip hosted by the city.
The trip coincided with that city’s anchor event over the Durban Winter Season, the Hollywood bet Durban July.
Event tourism has over the years grown to be a major attraction for holiday makers and festival revellers. The positive economic spill-over effects from these activates have come to be recognised as important to the development of local communities with governments and communities alike encouraging these at national and community levels.
Aviation is among the main sectors benefitting from event tourism, in as much as it is also a driving factor.
“The Durban July is more than just an event; it’s a catalyst for economic and cultural synergy. Post-COVID, we have seen a significant uptick in international attendees, with many from Zambia,” noted the Interim CEO of the KwaZulu-Natal Tourism and Film Authority Mr Sibusiso Gumbi.
The desire for less time-consuming, affordable and convenient travel by tourists and business travellers has also led to a rise in demand for local and regional airline services, with Zambian air carriers such as Proflight Zambia providing direct routes from Lusaka to Durban, Cape Town, and Johannesburg, giving travellers’ from Zambia access to South Africa’s economic hubs, as well as opportunities for venture collaborations and enhanced 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 rands to the city’s GDP; and creates approximately 11,900 jobs.
EThekwini Municipality’s Economic Development and Planning Committee Chairperson, Councillor Thembo Ntuli, urged for stronger partnerships between Durban and other African cities: “The partnerships we build through events like the Durban July are crucial. They enable us to share our culture, boost our economy, and create a win-win situation for everyone involved.”
By collaborating on major events, cities can share experiences on how best to promote their countries to their counterparts. Mr. Ntuli highlighted these partnerships as pathways to mutual benefits, including improved tourism and business opportunities.
Zambia itself boasts unique events that draw visitors from neighbouring countries including the upcoming Lusaka Agriculture and Commercial Show, the Mutomboko ceremony of the Lunda and Luba people in Luapula Province, and the Lusaka July – all slated for the period of July to September 2024.
The Agriculture and Commercial Show is crucial for promoting trade and investment in Zambia, particularly in agriculture, with spill-over effects into tourism and hospitality during the event week. Similar to Durban July, these activities have become pivotal in impacting various sectors of the economy and contributing to the cities’ GDP.
Bunny Bhoola, Chairperson of Southern Africa Tourism Services Association (SATSA) KZN, emphasised the importance of repeat visitors and long-term relationships in sustaining the growth stimulated by such economic activities.
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, Cape Town from Lusaka.
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About Proflight Zambia
Proflight Zambia, established as a scheduled airline in 2005, is Zambia’s leading airline. Operating from its base in Lusaka its domestic routes include Livingstone, Mfuwe, Ndola, Solwezi, Kalumbila, Mansa, and Kasama, seasonal safari routes to Chunga airstrip in Kafue National Park and Jeki/Royal airstrips in Lower Zambezi, and regionally to Durban, Johannesburg, and Cape Town in South Africa from Lusaka.
The airline prides itself in providing a safe, reliable, efficient, and friendly service, and offering good value to business and leisure travellers locally and internationally.
The airline operates four 50-seater Bombardier CRJ-100/200 jets, a Bombardier CRJ-100 Freighter Jet, four 29-seater Jetstream 41 aircraft and one 18-seater Jetstream 32 aircraft.
More information is available at www.flyzambia.com
For media inquiries, please contact:
Gillian Langmead at Langmead & Baker Ltd;
+260 979 060705;
