The potential role blue flag status plays in promoting sustainable coastal tourism, Mthunzini Beach, uMlalazi, KwaZulu-Natal, South Africa

Abstract

This paper investigates the role of using a blue flag (BF) as a marketing tool for promoting tourism within Mthunzini Beach in South Africa. Although Blue Flags are expensive and difficult to maintain, there is limited research on whether blue flags are effective in promoting coastal areas as tourism destinations. This is a study of the uMlalazi Local Municipality, KwaZulu-Natal, South Africa, home to Mthunzini Beach. Although Mthunzini Beach is environmentally sensitive, it could advance local economic growth by attracting more tourists to the region. This paper investigates the role of the Blue Flag as a marketing tool that can both protect the environment and simultaneously promote coastal tourism. Thus, this study is underpinned by the theory of ecological economics where there is a balance between being sensitive to the environment and to economic gains. Sixteen (16) semi-structured interviews were conducted with conservation managers, environmentalists, tourism officers, and the conservancy chairperson at Mthunzini Beach. Results show that the Blue Flag is recommended as an effective marketing tool that can preserve the environment and promote tourism development. However, much work needs to be done by investing in supporting infrastructure such as parking facilities, waste disposal, security, and upgrading the ablution facilities.