The City of Durban signed a partnership with multi Grammy Award winning Acapella group, Ladysmith Black Mambazo, today, 15 December 2015 at Clermont.
The signing took place at Joseph Shabalala’s home which will soon be converted into a museum as part of honouring him as a founder of the group. The house carries significant memories that will alone attract many tourists to Durban.
The aim of the partnership is to market the City as a destination of choice internationally as stipulated in the Visitor Marketing strategy. Ladysmith Black Mambazo will now carry the Durban flag to all its international concerts and events as Durban ambassadors.
Head of Business Support, Tourism and Markets Unit, Phillip Sithole said: “As part of taking Durban to the world, Ladysmith Black Mambazo performance costumes will include Durban images, their songs in international performance platforms will compliment Durban and together with Durban Tourism they will hold overseas international events that promote the City.”
He went on to say that the City has endorsed an exciting partnership with its home-grown icons and is positive that the Durban brand will transcend to various global audiences.
Sithole said that Ladysmith Black Mambazo is known worldwide and they have done a lot for the City, as the 55-year-old group plays a significant role in marketing the City through tourism, empowering and developing the arts and culture spheres of the City and creates social cohesion and unity within global audiences.
“This partnership will assist the City to increase the number of international tourists. We are also looking forward to the European, Paris and United Kingdom tours that our new ambassadors will embark on, where radical promotion of the City will be undertaken,” added Sithole.
Xolani Majozi who manages Ladysmith Black Mambazo said: “Durban is our second home therefore at all times we will embrace any concept that is aimed at developing the City.
“Amambazo will ensure that we participate in any initiative that will better the lives of our people who have for years supported this group. The partnership is a step in the right direction,” said Majozi
