Durban - Tourism bosses in KwaZulu-Natal believe the province may have enjoyed a cash windfall of about R80-million from the staging this weekend of the South Africa India Film and Television Awards (Saifta).
That was the expected direct economic impact, although officials were still crunching the numbers, chairman of the board at Tourism KZN, Sadha Naidoo, said on Monday.
The media coverage, including the broadcasting of Friday’s inaugural event from the Durban ICC Arena to a global television audience, was valued at R700m.
Visitors
Naidoo said the R80m was money spent by international visitors on accommodation, travel, restaurants and shopping.
“Of course there would also be quite a considerable amount in indirect spend. If you look at the media coverage alone… There were probably more than 50 Indian media represented,” he said, explaining that they represented 60 to 70 different channels and electronic media with millions of viewers.
“At this stage it would be difficult to give exact figures as we have to wait for the event organisers and service providers’ reports to get in.
“From government we had multiple sponsors such as the eThekwini Municipality and the Department of Economic Development and Tourism who have made contributions in cash and in kind,” Naidoo said.
“Economic analysis will be done in the next month. It will be compiled to give a clear report on direct and indirect spend.”
Commenting on the glamorous awards night, Naidoo said sponsors were impressed with it. “I think there were no major hiccups on the night.
“We are aware of some concerns from some groupings, but we have met with them over this,” he said referring to the Tamil Action Group’s complaints that South Indian entertainment had been sidelined by Saifta.
“When we do a contract on a three-year basis it’s important to consult and look at the feedback after the event to see how we can develop it further for the future.”
The awards evening was a starry affair from start to finish, beginning with the arrival of Indian and South African celebrities on the red carpet.
Actors John Abraham, Siddharth Malhotra, dancing sensation Madhuri Dixit, producer and actress Dia Mirza, Bollywood sensation Priyanka Chopra and Tamil actress Isha Talwar were photographed on the red carpet by hordes of local and foreign media.
Fans were equally thrilled as they screamed for their favourites, including local stars Jack Devnarain, Robert Whitehead, Latoya Mangezi and Donnalee Roberts.
Dance performances by Dixit, Chopra, Malhotra and Ranveer Singh had the sold-out ICC Arena crowds out of their seats and screaming as they cheered their favourite stars.
Another highlight in the programme was the Saifta special lifetime achievement “Madiba” award, which this year was awarded to Nelson Mandela.
His granddaughter, Ndileka, received the award from Bollywood actress, Waheeda Rehman.
“Thank you for honouring grandad. Thank you for your prayers for the time he was in hospital. He’s at home, he’s still sick, but he’s in an environment that is his own.”
Dreams
The man behind Saifta, Kedhar Gawde, said the event was proof that dreams truly do come true.
“Here in this rainbow nation we come together to celebrate the best of our cultures, Indian and South African,” he said. “I truly hope that Saifta nudges the two countries (closer) together.
“In the beginning everyone told me I was being too ambitious. But with the support of colleagues and the government, my crazy idea began to take shape.
“At times I wondered if this would ever come together, but Saifta took on a life of its own,” Gawde said, adding that it was more than just an entertainment awards event, but also involved skills transfers and cultural exchange between the two countries. - Daily News