Remarks by the KwaZulu-Natal MEC for Economic Development and Tourism, the Honourable Michael Mabuyakhulu on the occasion of a Stakeholder Summit to promote Brand South Africa

Programme Director
The CEO of the IMC, Mr Miller Matola
Distinguished guests
Representatives from the Diplomatic Corps Representatives from the media
Ladies and gentlemen

All protocol observed

On behalf of the province of KwaZulu-Natal, we wish to express our sincere delight for being part of this occasion where we are meeting to look at ways of ensuring that Brand South Africa remains permanently etched in the collective consciousness of the world and that we are able to reap the benefits that will accrue from this.

Programme Director; we would like to start by apologising on behalf of the premier of this Province Dr Zweli Mkhize who could not be here this morning because of other pressing engagements. This morning we have been asked to address an important issue of how we can use Brand South Africa as a potent weapon with which to ensure our country’s global competitiveness.

As many you are aware, as politicians, subjects such as brand management are esoteric and are not our forte.  Many of us are much more at home engaging in political debates than unpacking such weighty matters. However, we believe that we are speaking for everyone when we say that every country is a sum total of its image and reputation.

The brand identity of any country is a singularly most important and invaluable asset that a country can have. It is because of this reason that we support the IMC’s efforts to ensure that we continuously project our country positively in the eyes of the world.

Programme Director, this gathering could not have taken at a better time as takes place at the time when our country is preparing to celebrate the birthday one of the biggest brand ambassadors of Brand South Africa, the founding father of our nation and one of the most celebrated icons of our time, our first democratically elected president, uTata uNelson Mandela.  Not only is our former president the embodiment of the ideals and the aspirations of our young nation, but he is our biggest brand export.

We also meet barely weeks after the world’s biggest Olympic gathering met on African soil for the first time in history here at the Inkosi Albert Luthuli Convention Centre, which is fast becoming the stage where world leaders, royalty, celebrities and sports decision-makers meet for epoch-making gatherings.

The  whole  world  watched with  anticipation when  after  just  one  round  of  voting, International Olympic Committee (IOC) President Jacques Rogge, announced that Pyeongchang from South Korea had won the right to host the 2018 Winter Olympics over rivals Munich of Germany and France's Annecy.

While Korean Premier Myong Bak Lee, who led his delegation to Durban to present their bid, began to celebrate with millions of his countrymen, it was also a victorious occasion for Durban, South Africa and Africa as a whole. For Durban and South Africa will forever be known at the city where this announcement was made.

For  the  second  time  in  a  span  of  a  year  South  Africa  took  global  centre-stage  for immaculately showcasing a world sporting event. Last year, the country staged one of the most successful football world cups in history.

But more importantly the world cup was an occasion which triggered outpourings of national pride, scenes of unrestrained jubilations which were beamed to millions of people across the globe. This did not only re-affirm what we have always maintained that we are a country that is united in its diversity but that all South Africans associate with Brand South Africa.
 
Indeed, Programme Director, the World Cup was South Africa’s proudest moment and gave this country an overwhelming positive international coverage.

The goodwill that was generated cannot be given a monetary value. Yet the social and economic benefits created by hosting the World Cup will continue to benefit South Africa for a long time to come.

As many of you are aware, a total of some 310 000 foreign tourists arrived in South Africa for the primary purpose of attending the 2010 FIFA World Cup, the total expenditure in South Africa by tourists who came specifically for the event was some R3,64 billion and the tournament added 0.5 percent – or $6 billion - to South Africa's real gross domestic product.

Just as hosting the 2010 World Cup helped to quell Afro-pessimism that had dominated foreign media leading up to the event, the staging of the IOC’s 123rd session in South Africa once again revitalised our country’s reputation as a “can-do” nation.

This time around there were no negative reports linked to the logistical arrangements around the IOC session. Heads of state and other VVIPS were able to concentrate on IOC deliberations with the reassurance of stringent security measures around the meeting venue.

The whole of Durban came to the party – hotels, restaurants, taxis, volunteer workers and entertainment venues played their part in showcasing South Africa’s spirit of Ubuntu.

More than all else, sports has hastened a reformed South Africa’s return to the international league of nations. The 1995 Rugby World Cup, 1996 African Nations Cup, 2003 Cricket World Cup, A1 Grand Prix, Indian Premier League, world cups of golf, athletics and swimming, the 2010 FIFA World Cup, and now the IOC’s 123rd session, gave South Africa stature when it comes to hosting major international sporting events.

Programme Director, the Inkosi Albert Luthuli International Convention Centre, acclaimed as Africa's leading conference venue and a world-class facility, has also had its fair share of hosting international events - the 20th Non-Aligned Movement Summit, the Commonwealth Heads of Government Meeting, the 13th  International AIDS Conference, the World Conference Against Racism, the International Bar Association, the World Parks Congress and the World Lottery Association Congress.

However, Programme Director, it is not only on the sporting arena that Brand South Africa is making waves. On the political front, Brand South Africa, continues to be a shining star in the galaxy of other nations. Recently, we hosted the municipal elections which showed that our democracy had come of age. The challenges facing all of us is to protect and deepen it and, more importantly, focus on moving as many people out of poverty as we can, creating jobs and ensuring a sustainable economy and a prosperous nation.

As we approach 18 July, a day that marks the birthday of one of the true sons of the African soil ever to walk this earth, Nelson Mandela, we are reminded of his words: The sun shall never shine on so glorious a human achievement.

The day should serve as a reminder for all of us not only to play our part in the making of a better society, but also in staking our claim and right to honouring his vision. And every year and every day as we recommit to this vision and ideal, we must do so with even greater conviction that there are more of us who share the vision and possibility of a glorious South Africa and an Africa on the rise.

The evolution of this process of coming up with a single brand for South Africa from a number of province-based, sector-based and organisation-based images that all sought to, in one way or another, project and sell South Africa to the world, has been an exciting journey. Just  as  achieving a  single  brand  image  is  success unparalalled, so  have  we  learnt  the important lesson of pulling together and collaborating as marketers of our country. There is nothing that does a disservice to a country’s prospects to establish itself in the world markets than  a  confusing brand  image.  Those who  have  been  behind  this  process  deserve  our profound gratitude.

Ladies and gentlemen, we must seize the momentum. And we must do so together – each and every one of us must play our part to ensure that Brand South Africa is able to holds its own in the family other nations.
 
I thank you.

Source: KwaZulu-Natal Department of Economic Development and Tourism