Perfect marriage of film, tourism to boost economy
IT HAS been one month since the long-awaited merger between two of the region’s most important government entities became a reality. Tourism KwaZulu-Natal and the KwaZulu-Natal Film Commission have amalgamated to become the KwaZulu-Natal Tourism and Film Authority.
The merger will undoubtedly work in favour of the tourism and the film industries. There are, of course, synergies as both entities have a proven record of good governance and excellent marketing skills.
The KZN Tourism and Film Authority is tasked with, among other things, the development of a provincial tourism and audio-visual strategic policy, and positioning the province as the preferred leisure, business and audiovisual destination.
The new entity will continue to prioritise the support of KZN film-makers, the production and development of audio-visual content, the participation of historically disadvantaged groups, as well as the expansion of the industry and the increased distribution of more films in the province.
The merger presents an opportunity for the experts from both sides to draw on their strengths, innovative ideas and expertise to collectively drive a new plan for the province.
The film industry has shown growth over the years despite competition from the Western Cape and Gauteng.
A 2022 “Film-Induced Tourism Strategy” found KZN was the fastestgrowing film destination in the country, accounting for 12% of film operations. The National Film and Video Foundation (2021) says about 39% of all South African film operations are concentrated in Gauteng, followed by the Western Cape with almost 25%.
In the KZN Film Baseline Study Report of 2021, it was reported the KZN film sector had increased its gross domestic product contribution from R327 million to R464m, with a R137m increase between 2015 and 2020.
Job creation also increased at the time – from 1481 to 2782. This showed that there had been 1 301 new job opportunities created since 2015, with 720 of them being permanent.
We want to promote KZN as a film-friendly destination. In pursuit of this goal, the former KZN Film Commission developed relationships with major role-players in the local and international film industries to encourage more film organisations to produce films in the province.
The new KZN Tourism and Film Authority will continue to fund film production in the province, just as it did under the Film Commission, which funded 236 projects to the value of R250m by 2020. I predict this type of growth could escalate further now the tourism and film sectors are working together. And, it must be said, now the effects of Covid-19 are behind us.
Experts who have mega productions under their belt have also told how an increasing number of film-makers have discovered KZN as an ideal location to shoot films. Participating at the Durban Film Mart this week, we found a lot of enthusiasm from out-of-town producers eager to tap into the potential of film and tourism packaged together.
We also hosted the Simon “Mabhunu” Sabela Awards celebrating the finest talents in South African film and television, focusing on KwaZulu-Natal. This year’s compelling theme, “Sibonakude Kumabonakude ne-Bioscope” (“Beyond Imagination”), highlights the evolution of KZN film and locations, celebrating its impact.
It is a well-known fact that films and TV series influence tourist perceptions about destinations, eventually boosting tourism to these areas.
Films and TV series have certainly put KZN on the map, right back to the days when Shaka Zulu and Zulu Dawn became the most successful international films made in Africa. Then think of Blood Diamond, Mission Impossible, Keeping up with the Kandasamys and Durban Beach Rescue, Season 1 and 2.
Tourism is a key growth sector in the South African economy, generating employment opportunities, alleviating poverty and enhancing the quality of life for all. The challenge will be to increase tourism to the objective of 21 million visitor arrivals by 2030.