Landmark Collaboration to Elevate Tourism in George
A groundbreaking initiative is set to transform the George trail network and solidify the region’s reputation as Africa’s premier golfing destination. George, Wilderness and Uniondale Tourism, in collaboration with the George Tourism Advisory Committee, has embarked on an ambitious partnership to enhance, market, and preserve these iconic attractions.
The George Tourism Advisory Committee, composed of private-sector tourism stakeholders, appointed in a voluntary role by the tourism office, plays a vital role in this collaboration. Acting as a barometer for industry trends and concerns, the committee provides feedback on initiatives and helps disseminate joint marketing messages throughout the broader tourism community.
This initiative will ensure the broader tourism message is promoted, and that trails remain pristine, safe, and ecologically sustainable while elevating George as a global hub for adventure tourism and world-class golfing.
In March 2024, George, Wilderness and Uniondale Tourism was officially tasked by the Section 80 Committee for Planning and Development, a Committee of Council that exercises oversight over the Tourism function, with creating a non-profit entity to drive joint marketing and development projects with the private sector.
This effort has two primary objectives:
• Enhancing the George trail network for domestic and international tourism.
• Establishing George and the Garden Route as Africa’s “Home of Golf.”
A pivotal meeting held on October 22, 2024, at Fancourt saw stakeholders unite to establish the George Joint Marketing
Association (GJMA), a registered non-profit company. The GJMA serves as the hub for public-private tourism collaborations, pooling resources and expertise to amplify the region’s appeal.
The trail network project is advancing rapidly, with significant progress made in enhancing and promoting the trails. Partnerships have been forged with trail clubs such as Conquer Together, the Hillbillies, and Garden Route Trail Running (GTR), as well as local businesses, event organisers, and safety initiatives like Keep Our Mountain Safe. Meanwhile, the golf initiative is underway, with efforts focused on positioning the Garden Route as the “Home of Golf, Africa.”
Joan Shaw, Tourism Manager for George, Wilderness and Uniondale, expressed her excitement: “This collaboration represents a bold step forward in how we promote George as a destination. With the private sector taking the lead and government providing strategic support, we’re redefining tourism for our region. Through our ‘George, naturally’ brand, we are creating vibrant new content and initiatives that will position George as a must-visit destination on both national and global stages.”
One of the key milestones of this initiative is the transfer and relaunch of the George Trails website, now managed by the trail community. The revamped platform offers engaging, up-to-date content and remains free for residents and visitors.
Plans include introducing revenue streams, such as advertising and memberships, to ensure ongoing maintenance and safety of the trails. Explore the updated website at www.georgetrails.org.za.
George, Wilderness and Uniondale Tourism invites individuals and organisations to join this transformative project.
Opportunities include partnering on trails maintenance, mapping routes, supporting fundraising efforts, or advertising. Together, let’s position George as a world-class destination for leisure and sports.
For more information, please contact:
• Charl Marais: charl@powervan.co.za or
• Zane Schmahl: zane.schmahl@team.utmb.world
• Joan Shaw: 044 801 9103 | jshaw@george.gov.za
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