BY Aurelia Mbokazi-Kashe
The Eastern Cape province is vast and offers a wide array of attractions ranging from big seven game viewing, 800 km of pristine coastline and the humble origins of Nelson Mandela, among many others. The responsibility to market the second largest province, and one of the poorest, lies squarely on the broad shoulders of Lihle Dlamini, Chief Marketing Office at the Eastern Cape Parks and Tourism Agency (ECPTA). Fortunately, she is well equipped for the tough job.
Lihle Dlamini is a trailblazer in the tourism space, with over decades of professional expertise, resilience, ingenuity, and a profound passion for exploration. She is the driving force behind captivating marketing campaigns, strategic branding, and innovative digital initiatives.
Her journey began as a teacher, fueling her passion for knowledge and personal growth. Armed with an MBA, among her various qualifications, she has the perfect blend of academic prowess and practical acumen to best position the Eastern Cape as a top destination and boost the number of international and local tourists who visit the province.
Embracing challenges
“The Covid-19 pandemic unfolded just 9 months into my tenure at ECPTA and created havoc in the tourism industry. Yet, from the depths of adversity, a collective spirit of resilience emerged. As a united sector, we endeavour to rekindle the fires of tourism, a journey fraught with challenges yet propelled by unwavering determination,” says Lihle.
Fortunately, the tourism industry is making a recovery and she is hard at work, branding this treasure trove of breath-taking landscapes that leave visitors in awe and astonishing scenery that captivates senses. From the rugged coastline of the Wild Coast, the majestic mountains of the southern Drakensberg Range and an abundance of wildlife, the province has something for every visitor – from backpackers up to exclusive 5 star luxury.
Her steadfast commitment to revitalizing the sector is unwavering. A testament to her collaborative approach, Lihle emphasizes the industry’s united effort to rise from the ashes and reclaim its former glory.
Armed with a wealth of experience in the tourism sector, her career began at Tourism KZN as a Public Relations and Communications Manager in 2008. She was involved in the coordination of some groundbreaking experiences that propelled the region into the spotlight. These include the 2010 FIFA World Cup, Top Gear, BRICS, KZN/Durban Keeps Jozi Warm and the East3Route- linking KZN, Swaziland, and Mozambique. Her winning streak extended to the South African Biodiversity Institute (SANBI) where she championed that organisation’s Integrated Marketing, Communication, and Brand Strategy that exceeded a century of organizational expectations.
Creating Lasting Memories
Hailing from the vibrant township of Umlazi, in Durban, her philosophy to tourism is a simple, yet an effective one: “Give tourists the best experience, and they’ll return for more.” She believes in the power of word-of-mouth marketing, coupled with crafting unforgettable moments that leave an indelible mark of excellence on every visitor’s journey.
She has her very own beautiful memories of her parents taking her and her five siblings on family escapades from Durban to Pietermaritzburg on the iconic Pullman bus, and sleepovers on trains journeying to Johannesburg, for laying the foundation of her wanderlust. These, she admits, sparked her love for travel. Over the years her career has afforded her many opportunities to become a globetrotter who seeks out authentic experiences, seamless travel, and safety above all.
Lihle’s daily mantra echoes with wisdom and simplicity: “I am enough.” These words embody her resilience, adaptability, and unwavering determination in the face of challenges.
An escapade to Dubai in January 2021 proved both rejuvenating and adventurous and more than a vacation. She remembers it as a breath of fresh air after being confined indoors. Amidst the allure of shopping and relaxation, the mother of two adult children found solace in reflection and recharging, a testament to her holistic approach to travel.
The Women’s month, she pays homage to the trailblazing women who came before her and opened doors for her to make her mark.
“Women’s Month is a time to honour our journey – a voyage that stretches from humble beginnings to remarkable achievements. It’s a celebration of the legacy of sacrifice and resilience, a reminder of the path they carved and the road that lies ahead.”
As she forges ahead, her pursuit of excellence serves as an inspirational beacon, leaving an indelible mark on the landscape of tourism and marketing.
