FOCUS TRILAND brand
FOCUS TRILAND brand reactivation A three-country tourism initiative has been reactivated, promising to inject new life into the sector. TRILAND is an initiative entered into between the three tourism entities, Mpumalanga Tourism and Parks Agency (MTPA), Eswatini Tourism Authority (ETA) and the Mozambique National Institute of Tourism (INATUR), to promote the region as a tourist, trade and investment destination. Background to the TRILAND initiative The relations between these three countries has its historic origin from 1928 and relations were further strengthened with the advent of democracy in South Africa in 1994, especially in areas of economic cooperation and investment. The cooperation resulted in the implementation of multi-billion-rand economic projects, inter alia, the Maputo Development Corridor and the Trilateral Spatial Development Initiative with Eswatini. It is against this backdrop, and many other technical cooperation agreements and international relations policy instruments that the tourism entities signed a Memorandum of Understanding to grow tourism in the region in 2009 and the TRILAND Regional Tourism Destination Brand Strategy was launched in 2011 in Mozambique. The essential elements of the Brand and Regional Tourism Routes are packaged on three unique selling propositions (USPs): NATURE in Mpumalanga, ROYAL TRADITION in Eswatini and SEA and WHITE SANDY BEACH in Mozambique. Collectively, these key product offerings depict the regional destination presented as the TRILAND. Key objectives of the TRILAND brand To develop and position the region as a worldclass tourism, trade and investment destination; joint marketing; contribute to the integration of the region and their common economic development goals including employment creation and economic growth; to develop sustainable and responsible tourism; to enhance joint collaboration in the conservation and protection of biodiversity, and to preserve cultural values, heritage and national pride. Trade promotion: establish a uni-visa; remove barriers to trade; lobby and advocate for the upgrading of major trade routes and road networks. Investment promotion: create a single Investment Forum. Tours for tour operators As part of the promotion of the TRILAND initiative, the tourism agencies from the three countries have hosted tour operators and media with the aim of showcasing the different tourism offerings available in each country. Six local tour operators and four media from Mpumalanga were afforded an opportunity to interact with other tour operators and promote tourism packages that seek to promote Mpumalanga. The tour started with a two-day visit to the Kingdom of Eswatini, which was hosted by the Eswatini Tourism Authority. Another two days followed in Mozambique, where the group was hosted by INATUR and the tour concluded with a final two days enjoying the highlights of Mpumalanga. The familiarisation trip was an activation of one the elements within the Memorandum of Understanding MPUMALANGA BUSINESS 2024/25 42 PHOTOS: MTPA, INATUR, ETA
Majestic nature, royal tradition and white sandy beaches, the unique selling points of the TRILAND brand. that was signed at the Africa’s Travel Indaba held in Durban in 2022. The TRILAND route is about enhancing regional tourism initiatives, collaborating and supporting exchange programmes with the aim of growing tourism. This is an exciting period for all three tourism agencies. To be able to take part in the promotion of the TRILAND route and to expose local tour operators to the various features and experiences offered by the route also enhances the ability of all role-players to create effective packages. This collaboration presents an opportunity to promote regional tourism and showcase the variety of products available. The TRILAND rollout plan There are five major projects that underpin the rollout of the TRILAND strategy: Tourism airlift Investigate the business case for the establishment of a tourism airlift strategy between Mpumalanga, Eswatini and Mozambique. Key points: Lobbying, feasibility study of routes, stakeholder engagement, including civil aviation authorities. Joint regional marketing and promotion Establish a programme for an integrated Regional Marketing and Promotion Programme to jointly promote the route. Key points: Establish Tour Operator Exchange Programme, develop an integrated media plan, plan for TRILAND integration at trade shows and events, develop social media pages, develop a revolving marketing plan, identify markets. Marketing collateral Development of joint marketing collateral to promote the route. Key points: Develop terms of reference for marketing collateral, appoint service provider, to include videos, film, website, images, digital brochures. Collaboration in mega events Collaboration in mega tourism events to promote the TRILAND brand. Key points: Identify flagship events, agree on attendance (for example, Maputo Tourism Fair, King’s Cup in Eswatini and Innibos in Mpumalanga), partners to include these events in budgets. Tourism route(s) development Development of a tourist route connecting identified unique selling features and points of the region to create a sustainable demand for the regional and international market. Key points: Establish terms of reference for service provider to map and develop the TRILAND Route, engage with stakeholders, develop brochures. ■
