THE new chairperson of Tourism Buffalo City has spent most of her time serving in various tourism structures.

Valerie Viljoen was appointed the chairperson in December 2008 when the City was launching its summer season activities. “It was an exciting time for me to have been appointed at a crucial time of the year when tourists and visitors are flocking to the city.”

She grew up and studied in England, immigrating to South Africa about 40 years ago. In the past she has been involved with the Institute of Race Relations and opened the African Art Centre opposite the East London City Hall.

“I have a deep interest in arts and crafts, which is one of the reasons I opened the art centre. [I wanted] to explore and encourage young artists to exhibit their work.”

In 1994, Viljoen served in the national assembly in parliament in various departments, including environmental affairs and tourism, “which gave me an overview of tourism throughout the country and made me aware of the economic possibilities of tourism”, she said.

She is also a board member of the Guild Theatre and East London Museum. “Being part of these two institutions in East London has taught me that arts, drama and crafts is interlinked with being intellectual.

“I have gained so much information about the City and its heritage through these two institutions,” she added.

Buffalo City is a diverse municipality with beaches, historical buildings - including the German Settlers Memorial on the Esplanade, Fort Glamorgan on the Westbank, Gately House, which was the home of East London’s first Mayor, and the Missionary Museum in King William’s Town - and graves of struggle activists Griffiths and Victoria Mxenge and Steve Biko.

Sharing her views about some of the city’s heritage and historic buildings, Viljoen said: “At most of these tourist sites you see the true beauty of the city. We just need to pursue tourists to make this area their first choice when choosing a holiday destination.”

Tourism Buffalo City was embarking on a mission to market the city and provide better services through its development projects. “Our prime objective is to market Buffalo City and make it a tourism destination of choice to local and international visitors.”

In the past years, the economic benefits of tourism were only noticed during the festive season and school holidays, “Tourism Buffalo City wants to spread that out throughout the year.”

As part of its marketing strategy, the agency is planning to appear at various trade shows around the country and hold road shows in the city. “We are targeting shopping malls and public places.”

Viljoen said planned activities were thanks to the council, “which has recognised the value of tourism by increasing this year’s budget for the entity”.

A bigger percent of the budget would go towards marketing the city; the biggest challenge was overcoming perceptions that East London was a suburb of Port Elizabeth.

“We have to make visitors aware of what Buffalo City has to offer since it has shown in the past month that is can be a sporting destination of choice.”

In January, Buffalo City hosted two international sporting events – the Africa Open Golf Championships and the Spec-Savers Ironman 70.3 South Africa.

During these roads shows Tourism Buffalo City planned to visit rural areas, including Mnqesha, Pirie, Ndevana, Balasi, and townships, including Zwelitsha Duncan Village and Mdantsane.

“This is part of our mission to make people aware of Buffalo City and its beauty,” she said.