Destination Branding Indicators that may Increase the Competitiveness of Nelson Mandela Bay Metropole

Tourism is one of the largest industries in the world and contributes 10.4% of the global Gross
Domestic Product (GDP), providing 313 million jobs globally. The tourism industry is of substantial
importance to South Africa’s economy as it contributes 2.9% of the country’s GDP and employs 4.4%
of the country’s formal and informal workforce. Destination branding indicators (DBIs) are critical
determinants in the success of any tourist destination. Given the importance of tourism to the
economic growth of South Africa (SA), this study aims to identify DBIs that can increase the
competitiveness of Nelson Mandela Bay Metropole (NMBM) as a tourist destination. A survey was
conducted by means of a structured self-administered questionnaire. As no sampling frame was
available to inform the researcher, convenience sampling was deemed most appropriate. The final
sample comprised of 155 respondents. Seven valid and reliable DBIs were identified, which could
increase the competitiveness of NMBT. With regards to individual items, water quality, security and
the availability of health care in NMB were raised as important issues to improve the overall brand of
NMBM. This exploratory study offers a distinct contribution to the literature on DBIs. NMBM should
actively address the identified seven DBIs, as this, in turn, could stimulate job creation and generate
more profit for tourism companies in the Eastern Cape Province.