ENHANCING DURBAN’S BUSINESS TOURISM THROUGH STRATEGIC BRAND ORIENTATION AND STAKEHOLDER COLLABORATION

Durban has faced criticism for its underperformance in global business tourism, largely due to fragmented stakeholder collaboration, weak destination management, and inconsistent brand orientation. This study aims to enhance Durban’s business tourism by proposing a strategically aligned, LED-driven branding approach that fosters stakeholder cooperation and shared opportunities. A descriptive research design was adopted, with data collected via a census of all event suppliers registered with the Durban KwaZulu-Natal Convention Bureau (DKCB). A 32-item close-ended questionnaire captured primary data, while secondary data informed the literature review. Findings reveal key themes that require attention in Durban’s destination marketing: consistent and quality knowledge building, cooperative stakeholder strategies, supportive government policy, and equitable stakeholder participation. Despite policy awareness, many respondents do not experience tangible benefits, citing poor implementation and lack of inclusivity. Most event suppliers operate independently, prioritising competition over collaboration, and report minimal engagement in the city’s marketing strategy. The study recommends that brand orientation must clearly define Durban’s brand identity, foster inclusive participation, and empower the DKCB as the brand custodian. Stakeholders must be guided on how to align their operations with the city's brand strategy, ensuring coherence, engagement, and global competitiveness.