The towns of Port Alfred and Alexandria are more than geographic locations – they are established brands with deep historical, cultural and economic value. The proposed name changes by the Eastern Cape Provincial Geographical Names Committee (ECPGNC) threaten to erase decades of brand equity, disrupt tourism and investment and impose significant financial and logistical costs on the community and local economy.
Place names can carry enormous equity and, like any strong brand, can be a magnet for tourism and investment. Cape Town, New York, Paris, Venice, Stellenbosch – their names aren’t just geographic labels, they’re shorthand for an experience, a promise, history and a set of mental associations. They live in people’s imaginations before they even arrive.
That’s why countries spend billions building and protecting place brands. Port Alfred has immense intangible value, as did Port Elizabeth. Familiarity, trust and recognition. And then emotion, history, memories and associations.
Read more: Proposed Port Alfred name change to honour indigenous heritage, community cites tourism risk
Gqeberha, Makhanda and Tshwane don’t really stand for anything, not because the names themselves don’t have inherent meaning, but because no equity has been built into them. And rebranding, done properly, should carry through the positive equity, values, icons and memories of the place. The renaming is simply to break from a colonial past, without protecting the positive DNA and essence in establishing the new name. And it’s also hugely costly.
Sunshine Coast Tourism and the local businesses that are part of Sunshine Coast Tourism have invested millions over the past year in marketing, digital marketing and social media campaigns, as well as events building recognition for Port Alfred and Alexandria across South Africa and internationally. This investment has reached more than 500,000 people (on average), excluding extensive PR coverage, event promotions and stakeholder partnerships. Replacing these names would require starting from zero in brand awareness, damaging economic stability and community identity.
Port Alfred and Alexandria are not just names on a map – they are established, recognisable and marketable brands that hold deep historical, cultural and economic value. Over decades, these names have become synonymous with the Sunshine Coast’s identity.
Our online campaigns reached more than 694,000 people with more than 1.6 million impressions across South Africa this year alone (strengthening the awareness and desirability of these destinations). Changing the names now would erase years of strategic investment and hard-earned brand equity.
Importance of a town name as a brand asset – establishing identity and differentiation
- Uniqueness: “Port Alfred” and “Alexandria” stand out in the tourism market, each evoking distinct imagery, history and reputation;
- Cultural significance: These names reflect a unique blend of coastal heritage, colonial architecture and long-standing community identity.
Renaming geographical landmarks like the Kowie River to Coyi seems more culturally aligned than renaming a town that created growth and prosperity to the area and its residents through the shipping lanes. In 1841, South Africa’s first man-made harbour was opened after completion of the stone-lined channel between the ocean and the Kowie River. This allowed high-masted sailing ships with their heavy cargo to dock at the wharf. The town was not named after a colonist.
Read more: Sunshine Coast presents R157m case for not changing names of towns in the area
Alexandria is an Eastern Cape Provincial Heritage Site. Provincial or National Heritage Sites that have been declared – including geological, palaeontological and archaeological sites, burials, buildings and other structures and even natural sites – are listed by the South African Heritage Resources Agency. Visitors are asked to promote the conservation and good management of heritage resources. To take away a world-renowned name for listed heritage sites will not redo the past, it will destroy history and heritage.
Attracting stakeholders
The names “Port Alfred” and “Alexandria” play a crucial role in attracting and retaining key stakeholders. For residents, they contribute to the towns’ desirability as places to relocate or retire, fostering strong local pride and a sense of identity. Tourists and visitors recognise these names across travel media, golf tourism networks and online booking platforms, creating instant familiarity and trust. Investors also respond to the established brands, which signal economic stability and attract property and tourism ventures.
Guiding development
These names are central to guiding development and marketing. They feature prominently in tourism brochures, signage, social media handles and event branding – from the Royal Port Alfred Golf Course to the Royal Port Alfred Hotel – ensuring consistency and recognition. Maintaining the names also aligns with long-term economic development strategies, providing policy continuity and reinforcing the towns’ brand equity.
Building community
At the community level these names strengthen engagement and belonging. Residents serve as organic ambassadors, and the established identity fosters cultural continuity, ensuring that both local heritage and community pride remain visible and celebrated.
Risks and costs of a name change
The risks and costs of a name change are vast and multilayered. At the most practical level it would require the replacement of road signs, municipal stationery, maps and legal documents such as title deeds and business registrations. Entire tourism assets would need to be rebranded, from business signs to marketing materials, while decades of earned recognition in travel literature, maps, media and personal recommendations would be lost. The community would then face the expense of a full marketing and communications relaunch, effectively starting from scratch.
Read more: Proposed Port Alfred name change to honour indigenous heritage, community cites tourism risk
The economic fallout is equally troubling. A name change would erase brand equity built over decades of promotion, creating brand confusion and undermining online search visibility. Visitor numbers could decline, not only because of this confusion but also because of the emotional connection many returning tourists have with the names themselves – nostalgia is part of the product. Small businesses, B&Bs and tourism operators would be hardest hit, while major events such as the Port Alfred Easter Festival or Royal Port Alfred Golf Tournament could see reduced sponsorship and participation. International brands that currently associate with these events may think twice about backing a town that appears unstable in its identity.
Beyond economics, there are ethical and legal concerns. The proposed names “iCoyi” and “iCawa” reference either an upside-down church steeple or a traditional smoking pipe. This introduces potential conflicts with South Africa’s Tobacco Products Control Act, which prohibits any advertising or public endorsement of tobacco products, directly or indirectly. It is difficult to see how renaming a town after a smoking instrument aligns with the spirit of that legislation.
Finally, the social and cultural consequences cannot be ignored. Renaming disrupts community identity and pride, while visitors and investors may interpret it as a sign of instability or political volatility.
Community position and mandate
The Statement of Intent and the Mandate to Oppose Proposed Name Changes documents confirm overwhelming community opposition. The Port Alfred Ratepayers and Residents Association, Sunshine Coast Tourism and the Port Alfred Business Forum have united in their commitment to legally and formally oppose these changes.
Recommendation
For many stakeholders the recommendations are that we retain the current names – preserve “Port Alfred” and “Alexandria” to protect brand equity, economic stability and cultural identity.
And that we leverage existing marketing investment to build on the current marketing spend and 1,000,000-plus PR reach, rather than discarding it.
We should promote dual cultural narratives and consider adding heritage plaques, dual-language tourism materials and educational initiatives to honour indigenous history without discarding established names.
An economic impact study should be commissioned to quantify the losses associated with rebranding and public awareness drives showcasing the value of the current names to residents, tourists and investors should be launched.
We respectfully urge the ECPGNC and relevant government bodies to recognise the significant cultural, economic and brand value of Port Alfred and Alexandria in their current form.
A recent article mentioned a proposed name change: “iCawa, the proposed name change for Port Alfred, refers to the steeple of a church as this is what the bay looks like.” If the argument is to restore cultural imbalances, how does a so-called colonial structure like the steeple of a church restore the culture and heritage of the Xhosa people? A name change might feel symbolic to some, but from a brand stewardship perspective it’s a high-risk move with little measurable upside and plenty of potential downside for jobs and tourism. And there is already an unemployment crisis there.
Practical suggestions:
- Commission a brand equity audit – quantify Port Alfred’s existing tourism, economic and media value tied to the name;
- Highlight case studies – research destinations that changed names and saw a drop in recognition or tourism (there are plenty);
- Propose revitalisation without renaming – you can refresh a brand without erasing it. Modernise positioning, imagery and experiences, but keep the name as the anchor; and
- Emphasise the multiplier effect – strong, recognisable place brands attract events, investors and partnerships more easily.DM
We’d like to thank Mike Abel for his invaluable insights and support with our campaign. Abel is the chief executive partner and co-founder of M&C SAATCHI ABEL, South Africa, executive chairperson and founder of The Up&Up Group (M&C SAATCHI ABEL, Levergy, Connect, Razor, Black & White, 2Stories & Dalmatian), patron of The Street Store, the world’s free clothing store movement for those in need.
Jennifer Schoultz is the owner of Digital Dandelions, a digital marketing and creative strategy agency based in Port Elizabeth. She began her career in hospitality marketing in 2010 and, in 2018, launched her own business. She writes on behalf of a group of residents and associations from Port Alfred, Alexandria and the Greater Sunshine Coast.