Enterprise iLembe bets big on culture and tourism boost from Durban July

Enterprise iLembe is betting on culture, creativity and coastline charm to drive job creation and tourism with the launch of its Durban July Ballito Experience.

Launched last Tuesday at the Sangweni Tourist Information Centre in Ballito, the initiative – run in partnership with the Sports, Arts and Culture department – aims to showcase township talent and activate the local economy during one of South Africa’s most iconic cultural events.

“This is an exciting day. This event is part of the mandate for this entity – to bring investment and hope to the district. Our location near the coast also gives us an advantage to offer a unique experience and attract investment,” said Enterprise iLembe CEO, Siyabonga Mazibuko.

The economic development agency hopes to achieve this through cultural expression and destination marketing across the district during July, specifically centred around the Durban July, South Africa’s most iconic horse race, which takes place on July 5.

The festivities will begin with a golf day at Umhlali Country Club for government officials and investors on July 4 and ends with a cultural fashion, food and music event at Beach Bums in Westbrook on July 6.

Mazibuko said the event is expected to create up to 500 local jobs, although it was not confirmed whether these would be full-time or contract positions.

“The entertainment and hospitality industries, transport, creative arts and designers will all benefit through local employment,” said Mazibuko.

Enterprise iLembe chairperson Nkosenhle Mngadi said the region should benefit economically by focusing on industrialisation, infrastructure-led growth, SMME support, and job creation by prioritising the township and rural economy.

“We are proud to align ourselves with those objectives. We want to unlock the full economic potential of iLembe by creating an inclusive, dynamic and investor-friendly environment. Our district is not just a destination; it’s an opportunity for investors.

“We have a youthful workforce ready to be empowered, and a robust agricultural and tourism sector that will help advance community development and entrepreneurship,” he said.

Deputy chairperson Geoffrey Kumalo noted that the coastal district already attracts a large number of high-spending tourists, which is beneficial for the tourism and hospitality sectors.

“We are an international destination, which also attracts wealthy visitors from abroad. This is important for economic growth in the area, and will boost the service industry,” he said.

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