NAOMI Crous has officially taken the reins as the new chairperson of Umhlanga Tourism, bringing nearly a decade of experience in the tourism sector, along with a renewed vision to position the coastal destination as a premier attraction both locally and internationally.

“I have a passion for tourism. I believe that with positive input and marketing, we will be able to put uMhlanga’s tourism back on the world map,” said Crous.

Crous steps into her role at a pivotal time, as uMhlanga continues to recover from the effects of the Covid-19 pandemic, severe weather events, and civil unrest. Despite the challenges, she is optimistic about the sector’s resurgence.

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“Tourism in uMhlanga is steadily recovering. Our strategies include focused marketing campaigns, strengthening collaboration between authorities and service providers, and building confidence among visitors. By addressing challenges transparently and highlighting Umhlanga’s unique strengths, we are laying the foundation for sustainable growth.”

Central to Crouse’s leadership approach is a call for unity across the tourism sector.

“My vision is to encourage all members and stakeholders to stand united, working together with one shared goal: to attract both South African and international visitors back to the area,” she said.

She emphasised the importance of showcasing not just Umhlanga’s famed beaches and luxury hospitality, but also the area’s broader cultural and community offerings. The Umhlanga Tourism region spans areas such as Durban North, La Lucia, Mount Edgecombe, Umdloti, Westbrook, La Mercy, Verulam, Tongaat, and uMhlanga itself.

“Each of these communities has its own unique culture, heritage, and small businesses that deserve to be celebrated,” said Crouse. “Through our tourism app and monthly newsletter, we give our members a platform to showcase their events and promotions, ensuring visitors experience both world-class attractions and authentic local life.”

Recognising that a welcoming environment is key to tourism success, Crouse has also prioritised safety and cleanliness.

“Safety and cleanliness are very high on our priority list. The Umhlanga Improvement Precinct (UIP) plays a crucial role, and lifeguards are on duty at our swimming beaches. We’re also working with local authorities to increase police and security presence in busy areas,” she said.

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Environmental sustainability and inclusivity are also high on the agenda.

“While environmental management is primarily handled by local authorities, we encourage responsible tourism practices to protect uMhlanga’s natural beauty. I’m also passionate about inclusivity, particularly for people with physical disabilities. Everyone should have the opportunity to experience and enjoy our beautiful beaches and vibrant attractions,” added Crous.

Crous is leveraging the power of digital marketing and social media to connect with younger and international travellers.

“Digital marketing and social media are vital. Through active social media, our Umhlanga Tourism app, and a monthly newsletter, we keep visitors informed and engaged.”

Residents and visitors can look forward to a lively festive season under Crouse’s leadership. Umhlanga Tourism is planning a Summer Festival in December, including beach activities, a Holly Jolly Xmas event, a trail run, and Carols by Candlelight. In addition, a liquor licence workshop will be held at the Sharks Board on October 30.

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