The effect of Tourism competitiveness and destination choices: the case of Durban

Abstract

Durban’s competitiveness as a premier tourist destination is central to South Africa’s broader tourism growth. Durban’s value-for-money offerings, rich cultural heritage and diversity, strategic coastal location, warm weather, distinctive landmarks and iconic attractions position it as a gateway for South Africa’s tourism. However, challenges such as persistent concerns related to safety and security, aging infrastructure, insufficient stakeholder coordination, and inconsistent branding need urgent attention. This study seeks to assess Durban’s competitiveness as a tourist destination by examining tourist perceptions across key competitiveness indicators and identifying the primary constraints and enablers that influence its performance as a tourist destination. To address the research problem, a quantitative research methodology was adopted. A structured questionnaire was administered. The survey instrument measured perceptions on a range of destination competitiveness variables, including natural resources, safety and security, infrastructure, heritage and cultural assets. Descriptive statistical analysis was conducted to interpret the data, supplemented by a literature review on tourism competitiveness frameworks, particularly those developed by Ritchie and Crouch (2003) and Dwyer and Kim (2003). Findings from the study reveal both strengths and critical weaknesses in Durban’s tourism offering. While respondents rated the city’s variety of attractions positively, significant dissatisfaction was expressed in areas critical to destination competitiveness. For instance, 70.1% of respondents reported feeling unsafe during their visit, with some respondents indicating that they would not recommend Durban to others and were unlikely to revisit the city. These findings highlight the need for strategic managerial and policy interventions. There is a pressing requirement for the eThekwini Municipality to adopt an integrated and inclusive destination management approach, improve infrastructure delivery and support safety and cleanliness initiatives. On the managerial front, efforts should focus on repositioning Durban’s brand identity, refining its tourism value proposition, and leveraging digital platforms and data analytics to drive targeted marketing and tourist engagement. Strategic investments in infrastructure, technology, and cultural heritage promotion can position Durban as a leading tourist destination in South Africa’s tourism recovery. The study concludes that while Durban holds significant competitive potential, realising this requires a deliberate, coordinated, and innovation-driven approach that addresses the systemic issues undermining the city’s tourism appeal.