Tourism
For People, Places, and the Planet!
At Urban-Econ, we create tourism strategies that put people, communities, and the environment first. From smart development plans to market research and feasibility studies, we ensure every project directs economic and social growth.
We’re all about responsible tourism, working with both public and private sectors to build projects that are sustainable, impactful, and beneficial to everyone.
Services
01
Attractions & Points Of Interest
02
MICE
03
Arts & Crafts
04
Tourism Support Infrastructure
05
Hospitality & Accommodation
06
Tourism Activities
07
Heritage Routes
08
Strategy & Development Planning
09
Policy Formulation & Evaluation
10
Market Research & Analysis
11
Project Conceptualisation & Planning
12
Project Implementation & Evaluation
13
Feasibility Studies
14
Business Plans
15
Tourism Route Planning & Development
16
Marketing & Promotional Strategies
17
Brand Awareness Assessments
18
Corporate & Organisational Strategies & Models
19
Economic Impact Studies of Tourism Projects & Products
20
Socio-Economic Impact Studies & Inputs into EIA Process for Tourism Projects
Flagship Projects
Tourism Professionalisation Strategy
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Client: Department of Tourism
Location: South Africa
The Department of Tourism aims to igniting excellence by shaping the future of tourism professionalisation, the strategy prioritises the promotion of professions among specific occupations in the tourism sector towards advancing the general status of tourism professionalisation in South Africa.
The objectives of the strategy are to:
Establishing clear educational requirements for the different positions.
Increasing the workforce’s skills through relevant training and educational programmes.
Ensuring that the workforce is equipped with sufficient experience to apply their knowledge and skills in the workplace.
Developing and refining customer service skills to provide outstanding service to visitors.
Facilitating continual professional development and growth for employees.
Establishing professional bodies.
Supporting and equipping industry member associations.
The strategy also provides a Code of Ethics to promote a professional culture within the sector to ensure inclusive and sustainable tourism growth. The code outlines the expected behaviour and ethical standards that all professionals within the tourism value chain should adhere to, as well as, to maintain a high level of professionalism, competency, and credibility. The code aims to develop, encourage, and improve the quality of services provided to visitors, by increasing sector competitiveness, and ultimately promoting sustainable tourism development in the country. It also prioritises compliance with industry regulations and guidelines to ensure that sector professionals operate safely and ethically and that visitors receive high-quality services.
Professionalising the sector will foster professionalism among tourism workers and organisations, leading to improved service quality and a more sustainable tourism sector.
SANParks Brand Awareness Study
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Client: South African National Parks (SANParks)
Location: South Africa
This research study aimed to evaluate the South African National Parks (SANParks) brand awareness, perceptions, and tourism appeal among the general South African population, explicitly focusing on non-traditional markets. Ask Afrika, in partnership with Urban-Econ conducted the SANParks Brand Awareness Study that provided insights into the overall brand awareness of SANParks and its 21 National Parks. The report addressed the following research objectives:
Determine current levels of awareness of individual national parks amongst the target audience and previous visitation experience.
Among those who have previous visitation experience, measure the likelihood of recommending visitation to family and friends.
Establish high-level perceptions of SANParks as a nature-based tourism destination among the target audience.
Determine what sources of information the target audience peruses when it comes to SANParks.
Recommend to management how to improve brand awareness and perceptions amongst the desired target markets.
Ultimately, the survey findings provide a robust foundation for SANParks to refine its marketing efforts, ensuring that its offerings align with the evolving needs and preferences of its audience while advancing its mission of conservation and sustainable tourism development.
iLembe Tourism Performance Research 2022-2024
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Client: Enterprise iLembe
Location: iLembe District Municipality, KwaZulu-Natal, South Africa
Enterprise iLember initiated this project to conduct periodic tourism research to measure the performance of the tourism industry within the iLembe region, which will assist with planning and decision-making at a district level. Monthly, Quarterly, Bi-annual and Annual Reports were developed and summarised in a 3-year comparative report. The following indicators were covered in the study:
Number of Tourists
Source Markets (Foreign & Domestic)
Average Tourism Spend (Foreign & Domestic
Demographic Profile
Length of Stay
Purpose of visit (overnight and day)
Type of Accommodation Used
Accommodation Occupancies
Activities undertaken (overnight and day)
Perceptions of the destination
Economic Impact of Tourism
Job Creation Opportunities Created
The study over the three years indicated that iLembe District’s tourism sector had exemplified remarkable resilience and adaptability, evolving from a phase of recovery to stability post-COVID. The initial signs of recovery observed in 2022, with visitor numbers reaching 777,189 and contributing R5.5 billion to GDP, laid a strong foundation for subsequent growth. By 2023, the sector exhibited further stabilisation, marked by a 3% increase in visitor numbers and a growing interest in property investment, highlighting confidence in the district’s long-term tourism potential. Adversely, 2024 visitor numbers declined slightly both at a provincial and district level, with a shift towards high-value, experience-driven tourism. This has been a pivotal year of strategic investment in infrastructure and environmental preservation activities in KwaZulu-Natal and iLembe to shape the competitive and sustainable tourism landscape.
The outcome of the study helped inform decision-makers and the tourism stakeholders of key visitor and sector trends at a localised level.
