As KwaZulu-Natal embarks on its journey to unite film and tourism, the question on everyone’s mind is: can this merger be both sustainable and authentically successful? The answer, as explored by industry leaders and academics, is YES, and lies in understanding local context, fostering genuine collaboration, and prioritising long-term community benefits.

During a panel discussion at Africa’s Travel Indaba in Durban earlier this month, facilitated by Pinky Kadere of KZN Tourism, the complexities of integrating two dynamic industries – each with its unique challenges and opportunities – were explored.

Mayenzeke Baza, whose career spans agriculture, business, and film, drew parallels between farming and filmmaking. “As a farmer, if I’m ploughing or I’m breeding chickens or I’m ploughing potatoes, I need to take them to a market,” he said. “So, I sort of blend my insight in terms of where I come from into the film business.” This analogy underscores a key principle: for the film and tourism merger to thrive, it must be rooted in local realities and designed to serve real markets.

Sustainability, Baza argued, is not just about economic returns. It is about creating systems that allow local talent to flourish without being forced to seek opportunities abroad. “When South African filmmakers wanted to find platforms or a market for the content that we create, everyone else used to leave the country and go to global markets,” he recalled. The goal now is to build infrastructure and networks within KwaZulu-Natal and South Africa, so that stories can be told, shared, and monetised locally.

Siphumelele Zondi, a lecturer at Durban University of Technology, emphasised the importance of keeping pace with technological change. “Sometimes I feel where executives sit plays a crucial role in the type of content that can reach audiences and the disruption that can come,” he said.

 Zondi pointed out that South Africa often lags global trends, only adopting innovations after they have succeeded elsewhere. “South Africa almost has 10 years of hindsight because it starts elsewhere before it gets here. But sometimes we move too slow when it comes to adoption,” he warned.

For the merger to be truly authentic, it must reflect the diversity of people and landscapes. Zondi noted that for too long, South African content has been dominated by stories set in Johannesburg. “Most content in the South African context focuses on Johannesburg or Cape Town. The rise of productions set in rural areas, which have outperformed urban dramas in ratings, signals a demand for more representative storytelling.

The path to sustainable success also requires breaking down barriers to entry. Baza highlighted the challenges posed by established broadcasters and their strict requirements. “There’s a lot of red tape that I’d like us to talk about that impose and also just, you know, the requirements that make it nearly impossible for entering the film space and for filmmakers to access these platforms,” he said.

Ultimately, the future of KZN Film and Tourism depends on a shared commitment to authenticity, inclusivity, and innovation. By nurturing local talent, embracing new technologies, and telling stories that resonate with both locals and visitors, KwaZulu-Natal leads the way in setting a new standard for sustainable success in the creative industries.