Rebranding of the Greater St Lucia Wetlands Park in South Africa: Reflections on Benefits and Challenges for the Former of St Lucia

The rebranding of the Greater St Lucia Wetland Park to iSimangaliso Wetland Park (iSWP) aimed to shift its market positioning from a globalized ecotourism destination to one rooted in indigenous and local identity. This study evaluates whether this strategic rebranding, driven by concerns over competition with other international destinations like those in the Caribbean, has successfully translated into tangible and intangible benefits for the predominantly white town of St Lucia. Despite ongoing political challenges, including unresolved land claim disputes stemming from colonial and apartheid-era forced removals, the research examines how the rebranding has influenced local stakeholders' participation in ecotourism development. The findings highlight both the potential and limitations of localization strategies in post-apartheid South Africa's ecotourism landscape.

Chellan, N., Mtshali, M., & Khan, S. (2013). Rebranding of the Greater St Lucia Wetlands Park in South Africa: Reflections on Benefits and Challenges for the Former of St Lucia. Journal of Human Ecology, 43(1), 17–28. https://doi.org/10.1080/09709274.2013.11906608