Enjoy Drakenstein, a new local tourism initiative within the Drakenstein Municipality, recently travelled to Durban to attend the Africa’s Travel Indaba, one of the biggest travel and tourism exhibitions in the Southern Hemisphere.
Tourism in the Drakenstein region has been facing challenges, primarily due to a lack of collaboration between the municipality and the private sector. This visit was therefore timely, as one of Drakenstein’s leading tourism partners, who also aims to serve on the newly proposed Drakenstein Tourism Advisory Board, participated to promote the area’s attractions.
Enjoy Drakenstein, along with Paarl Wine Route and Go Wellington, were invited by Drakenstein Municipality to join the indaba, held at the International Convention Centre in Durban from 13 to 15 May.
Hybré van Niekerk, founder and director of the Enjoy Drakenstein tourism initiative, said that attending the indaba provided opportunities for networking with tourism operators, destination marketing organisations, and potential investors.
“Participation in the annual Africa Travel Indaba is essential for any recognised local tourism association (LTA). As one of the continent’s premier platforms, the Indaba offers valuable opportunities to engage with influential buyers, showcase Africa’s diverse tourism offerings, and connect with key industry players. It encourages business development, supports sustainable tourism growth, and keeps participants up to date with global travel trends,” Van Niekerk said.
Enjoy Drakenstein, together with the Paarl Wine Route and Go Wellington, also used the opportunity at the indaba to strengthen relationships with organisations that can support the three entities through skills development and capacity building within Drakenstein.
“We [Enjoy Drakenstein] have also engaged with other destinations that experience similar challenges, in order to exchange ideas and explore possible collaborations.”
Hybré van Niekerk
“We [Enjoy Drakenstein] have also engaged with other destinations that experience similar challenges, in order to exchange ideas and explore possible collaborations,” Van Niekerk said.
Beyond trade engagements, participation in the indaba provided insight into both the operational and strategic aspects of destination management, she explained.
This includeds sustainable tourism trends, digital marketing and importance of leveraging social media, as well as transformation and inclusivity which include opportunities to grow township tourism, youth entrepreneurship, and women-led initiatives.
“These insights will inform the future direction of Enjoy Drakenstein, particularly in terms of product development, strategic partnerships, and community empowerment,” Van Niekerk said.
Van Niekerk has worked in the tourism industry for over 20 years, including 12 years as a qualified provincial tourist guide and eight years as the owner of Paarl Historical Tours.
Enjoy Drakenstein began in 2022 as a social media and recently blossomed into a registerd LTA.
“It was born from a dream and a vision to build an inclusive platform that showcases the full spectrum of what the Drakenstein region has to offer — both to local and international visitors.”
Hybré van Niekerk
“It was born from a dream and a vision to build an inclusive platform that showcases the full spectrum of what the Drakenstein region has to offer — both to local and international visitors.”
This article was updated online to reflect that Hybré van Niekerk has worked in the tourism industry for over 20 years, not 120 years as published in the print version on 29 May on page 6 with the title “Enjoy Drakenstein”. The Paarl Post apologises for the inconvenience.
