Millionth Copy of Midlands Meander Brochure Hot off the Press

To coincide with Tourism Month, the Midlands Meander Association proudly launches the ninth edition of the Midlands Meander brochure this week. It is an occasion for celebration, as the popular periodical has reached its millionth copy. This makes it one of the best-read tourism publications in the country, and an eminently successful mouthpiece for the attractive leisure options offered to visitors to the province of Kwazulu-Natal. Due to ongoing demand, the brochure’s print run is again an impressive 200 000 copies, and they will be distributed through tourist information centres, member outlets and travel exhibitions countrywide.

As the first route of its kind in the country, the Midlands Meander has remained the acknowledged leader in the field. Spearheaded by a proactive voluntary committee, the Midlands Meander brochure has adopted the slogan “Experience the Country at its Best.” True to this mission, the committed members of the Midlands Meander pull out all the stops to make sure that everyone who makes the Midlands Meander their destination of choice, comes away having enjoyed an experience out of the ordinary.

At its inception, a dozen years ago, the Midlands Meander started with an enthusiastic handful of men and women determined to make the most of their creative skills and vision to draw visitors to the area. Today, there are 146 destinations on the Midlands Meander, offering the widest possible diversity of products and services. In the past year alone, 24 new destinations have been added to the brochure. For easy reference, these are denoted by blue dots on the Midlands Meander map.

From the outset, The Midlands Meander has possessed climatic and geographical assets that make it a tempting option when planning a holiday or excursion. The area is known for its mild climate, with dry winters and refreshing summer rains. Bound by Hilton in the south and Hidcote in the north, it encompasses the Dargle and Kamberg Valleys in the west and Curry’s Post in the east. All the destinations highlighted in the Midlands Meander brochure are within an easy drive from the N3 between Durban and Johannesburg.

HOME IS WHERE THE ART IS

The production and promotion of quality art and craft lies at the heart of the activities of Midlands Meander members. Attuned to the demands of contemporary markets, our artists and crafters produce a huge range of items that compare favourably with equivalents anywhere in the world. At selected destinations, visitors have the added bonus of being invited to watch experts create anything from hand- thrown ceramics to woven textiles, glassware, iron work, sculpture or leather goods. Whatever your taste, you will find alternatives here to satisfy it.

Anchored by its creative core, the Midlands Meander has diversified its activities over the years to include a sophisticated hospitality industry. A series of award- winning restaurants offer fine dining experiences, and guest houses and B&Bs abound. A jam-packed annual programme of sporting and leisure events offers alternatives for the wild-at-heart, or those who simply want to enjoy an excursion in the fresh country air. Sporting activities include hiking and mountain biking, horse and 4x4 trails, white water rafting, abseiling, tennis, bird watching and polo.

KEEPING IT GREEN

Despite its phenomenal growth, the Midlands Meander remains true to its vision of enhancing the area’s potential, without exploiting its natural assets. Watching the millionth copy of the Midlands Meander brochure roll off the presses, the Midlands Meander Brochure Sub-Committee chairperson, Jane Harley, had already set the wheels in motion to replenish the trees whose pulp had been used for its production. A member appeal ensured generous donations for reforestation. The Midlands Meander believes in ‘keeping it green,’ and hopes to lead other similar initiatives by its example.

The 2002/2003 edition of the Midlands Meander brochure has a fresh, exciting look and fully updated content to make sure that visitors get the most out of their trip. Four extra pages have been added to create a lavishly illustrated, easy-to-read 20-page volume.

This year, special focus features have been added to the mix, highlighting art and craft, the pleasures of the table, historical attractions, outdoors activities and more. The brochure provides travel information, hospitality tariffs, expected weather conditions, a comprehensive member directory and diary of key annual events in the area. A detailed centrefold map ensures that you get to your destination smoothly (and shows all the tempting options you’ll want to explore on your next visit).

Based on feedback from visitors has shown that more than 82% of those who visit the Midlands Meander find their experience most enjoyable. We would like to welcome all to the Midlands Meander, and promise you the experience of ‘The Country at its best’.

Get your free copy of the 2002/2003 Midlands Meander brochure at your nearest tourist information bureau, or call the Midlands Meander office on (033) 330 8195. Alternately, visit our updated website at www.midlandsmeander.co.za.