KwaZulu-Natal, a province known for its golden beaches, vibrant culture, towering mountain peaks, unparalleled beauty, wildlife and strategic location, is emerging as a critical player in global travel and trade. At the heart of this transformation is Durban Direct, an initiative dedicated to improving air connectivity and establishing King Shaka International Airport as a hub for tourism, business, and investment. Through strategic collaborations and resourcefulness, Durban Direct is making KwaZulu-Natal more accessible to the world.
Durban Direct is a collaborative effort, co-chaired by the Chief Executive Officers of Dube TradePort Corporation and the KwaZulu-Natal Tourism and Film Authority. Its members represent a wide range of key provincial entities, including the KwaZulu-Natal Department of Economic Development, Tourism & Environmental Affairs, Trade & Investment KwaZulu-Natal, the KwaZulu-Natal Department of Transport, Ezemvelo KZN Wildlife, Airports Company South Africa, South African Tourism, Durban ICC, eThekwini Municipality (represented by Durban Tourism and Invest Durban), Enterprise iLembe, and Isimangaliso.
Transforming Air Connectivity
Durban Direct’s success is driven by its innovative approach to route development. A key component is the technical incentive program funded by Dube TradePort Corporation, designed to attract airlines to King Shaka International Airport by reducing operational costs for up to three years.
Additionally, Durban Direct channels the collective marketing power of its member organisations to create demand for new routes. These marketing efforts, guided by an annually updated plan, include digital campaigns, consumer engagements, in-country activations, participation at key tourism and aviation trade events and collaborative promotions to support both passenger and cargo traffic.
Milestones in Connectivity
Since its launch, Durban Direct has made significant progress in building air connectivity to and from KwaZulu-Natal. Among its earliest successes was the Emirates Durban-Dubai route, established in 2009, which continues to operate seven times a week, serving as a vital link for both business and leisure travellers.
Turkish Airlines and Qatar Airways followed in 2015 with services to Istanbul and Doha, respectively. While both currently include stopovers (Johannesburg for Turkish Airlines and Maputo for Qatar Airways), Durban Direct is actively working with the airlines to transition to direct flights, enhancing convenience for travellers.
The committee’s efforts have also revived previously suspended routes. The Durban-Lusaka route, operated by ProFlight Zambia, was successfully restored in April 2022. Meanwhile, the Durban-Harare route, introduced by Airlink in 2022, has seen rapid growth, increasing from two weekly flights to four within its first year. The airline recently announced its intention to increase this frequency further. In April 2023, the committee launched the Durban-Manzini Route which Airlink is currently flying 2 times a week. The Durban Direct team is working with the airline and eSwatini Tourism Authority to promote inbound and outbound tourism to support this route. Engagements with Air Botswana to operate the Durban- Gaborone route are well advanced, and the airline has announced that it will be commencing the service this year pending the finalisation of regulatory requirements.
Other routes tell a story of resilience. The British Airways Durban-London service, paused during the COVID-19 pandemic, is a priority for reinstatement, and discussions are underway with Norse Air as a potential alternative operator. Efforts to secure new connections to destinations such as the United States, Germany, and India highlight Durban Direct’s commitment to aligning air travel with KwaZulu-Natal’s broader tourism and investment strategies.
Beyond International Flights
While this international connectivity is crucial, Durban Direct also prioritises regional aviation development. Secondary airports in Richards Bay, Ulundi, Mkuze, Pietermaritzburg, Margate, Dundee, Vryheid, Newcastle and Ladysmith play an essential role in connecting travellers to KwaZulu-Natal’s diverse tourism offerings. By promoting and supporting these regional hubs, Durban Direct ensures seamless travel throughout the province.
This commitment is reinforced by the KwaZulu-Natal Regional Aviation Strategy, which supports municipal airports and aims to link them with the broader aviation network. These regional airports not only enhance tourism but also create economic opportunities by connecting rural areas to domestic and international markets.
Facing Challenges and Building Opportunities
The global aviation sector was significantly affected by the COVID-19 pandemic, and KwaZulu-Natal was no exception. Routes were suspended, and air travel saw dramatic declines. However, Durban Direct has used this period to focus on recovery and growth, implementing strategies to rebuild lost routes while identifying new opportunities.
Collaborations with international stakeholders are ongoing. For example, discussions with Club Med developers could lead to a direct route from France, while efforts to restore Air Mauritius’ Durban-Mauritius route are well underway. These initiatives reflect Durban Direct’s proactive approach to expanding KwaZulu-Natal’s global reach.
A Strategic Approach
Durban Direct’s strategy is built on clear objectives: retaining existing airline partners, re-engaging suspended routes, and attracting new carriers to establish connections to unserved markets. By targeting routes with strong potential for passenger and cargo growth, the committee ensures that air connectivity contributes meaningfully to the province’s economic and social development.
Connecting the Province
Durban Direct’s efforts extend beyond air travel. Each new route contributes to tourism growth, trade opportunities, and cultural exchange, all of which play a vital role in shaping KwaZulu-Natal’s future. As the province becomes more connected, its potential to attract investment and create jobs grows, benefiting both its people and its visitors.
The committee’s work is not just about adding flights; it’s about opening doors to global destinations, creating new business opportunities, and sharing experiences that showcase the best of KwaZulu-Natal.
As you relax in this lounge, consider the possibilities. Whether you’re a traveller planning your next adventure or a business leader seeking new markets, KwaZulu-Natal is a destination with something to offer everyone. Thanks to Durban Direct, reaching this vibrant region is easier than ever. From the beaches of Durban to the towering Drakensberg mountains and the untamed beauty of Zululand, KwaZulu-Natal is waiting to be explored. And with every new flight, Durban Direct is bringing the world closer to its