Major tourism boost for Durban if city embraces post-Covid trends

Regeneration expert Jonny Friedman recently outlined trends Durban should embrace to become a world class tourist destination.

The COVID-19 pandemic has fundamentally changed how people around the world live, work, interact, shop and travel. Durban as South Africa’s leading domestic tourism destination, known for its golden beaches, rich history, diverse cultures and distinctive African identity has been significantly impacted as business and leisure travel came to an abrupt halt, and lockdown regulations restricted movement across the country.

But Durban could become a world class tourist destination if it leverages opportunities arising from key trends accelerated by the pandemic, says Urban Lime CEO Jonny Friemdan speaking at a recent Durban Chamber of Commerce and Industry event.

Jonny Friedman and Urban Lime have worked on 2 continents and in 4 cities, with over 30 years’ experience in adapting tertiary and secondary sites, districts and neighbourhoods that have been overlooked and gone out of fashion.

‍

“We look at how to bring them back to life and how to repurpose them, rethink them in terms of how they can be appropriate and exciting spaces in the modern world.”

‍

Existing long-term structural, technological and cultural trends from e-commerce and remote working combined with the accelerating effects of COVID-19 have impacted all sectors and in particular the tourism industry.

‍

“In a way, COVID has levelled the playing field and now everything is to play for if one understands and gets the direction of travel and tourism right.” says Mr. Friedman.

‍

Highlighted as critically important is the need to think how Durban can be promoted through online experiences and how to sell and promote the experience of what Durban has to offer. Friedman believes that to be able to position Durban as a world class destination “getting the online virtual experience right is as important as delivering on the ground”.

‍

“To create new multidimensional tourism experiences, we have to start that by blending the real world with the virtual world.”

‍

With the world forced into remote working, the online shopping and entertainment trends accelerated, consumers and tourists have become more selective about leaving their homes and are seeking more unique experiences.

‍

“So many experiences are available to us directly in our living rooms, Durban must immediately ask what is the experience we are offering? And how can this experience be enhanced and elevated through creating and curating unique experiences that only Durban can offer.“

‍

Friedman points to a trend which has existed for some time in more developed tourism markets, where hotels and restaurants are able to sell their furniture, art and other items to guests for sale through virtual retail platforms.

‍

“This type of interactive and engaging experience is memorable and something that could be built upon going forward."

‍

He also shared that hospitality spaces that were thought of as one dimensional need to be repurposed to make them more appropriate, exciting and multifunctional.

‍

“For this new world, the Benjamin hotel which is predominantly aimed at the business market, we have had to completely rethink that and incorporating wellness is core to this.”

‍

Friedman unveiled some details about the future of the Benjamin Hotel on Florida Road which will be redeveloped to incorporate a multitude of wellness experiences with work expected to be completed in early 2022. The redeveloped hotel will also include new retail and restaurant components on the ground to invite people into the hotel.

‍

“The idea is to have activities completely spilling out into the street, to develop a courtyard at the back and to create specialised health facilities including yoga, physiotherapy and nutritionists.”

‍

“The Streatery concept deployed around the world should be applied to Florida Road where one or more lanes is given temporarily or occasionally to restaurants to spill over onto the pavement and roadway.”

‍

Opening up the city, reducing walls and barriers is so crucial in South Africa’s cities which remain divided physically, spatially and along socio-economic lines, adds Friedman. This strategy has been key to the revival of Florida Road , catalysed through expanding the diversite restaurants, work spaces, leisure and retail businesses to serve locals, visitors and families.

‍

“It’s about bringing people back in,” says Friedman.

‍

At the company’s Florida Fields project, a parking lot was removed allowing the precinct to be opened up by creating a welcoming public garden and forecourt with art and local food and beverage offerings. And, at the Florida Exchange precinct the second development phase will further open up spaces between buildings, introducing new experiences and businesses and further inviting the public in to move freely and explore.

While Durban is known for its iconic Golden Mile Beachfront Promenade, upgraded for the 2010 FIFA World Cup, Friedman believes there is much more which can be done to unlock its potential.

‍

“Where a city becomes a great city is where we can create walkability and connect different parts of the city... this means connecting the three key areas of Florida Road, the Beach and Rivertown near the ICC.”

‍

“The long-term goal should be to extend walkability to connect the northern and the southern areas, creating a coherent walking network with diverse experiences both during the day and at night.”

‍

As travel and lockdown restrictions begin to ease, it is hoped that South Africa’s tourism economy can make a resounding comeback and in Friedman’s view collaboration will be key.

Business people and city leaders need to come together to sell the multidimensional nature of Durban and how it has so much to offer.

‍

“If Durban can seize these opportunities by planning exceptional multidimensional, unique, experience-based offerings, it will be able to compete as a world class leisure beach city at a global stage”.