Port Alfred name change sparks heritage debate and tourism fears on the Sunshine Coast

Eastern Cape towns could soon have new names

Port Alfred, Alexandria, and the Kowie River may soon be known by different names as the Eastern Cape Geographical Names Committee pushes ahead with plans to replace colonial-era place names with indigenous ones.

At a pre-planning meeting last week in Port Alfred, more than 250 residents, business owners, and community stakeholders gathered to hear proposals: renaming Port Alfred to iCawa or iCoyi, the Kowie River to iQoyi, and Alexandria to Nkosi Chungwa or eMnyameni.

Christian Martin, chair of the provincial Geographical Names Council, said the process followed international guidelines for correcting colonial place names. He noted that “Kowie” was simply a colonial adaptation of a Khoi word, and the proposed name “iQoyi” is its isiXhosa equivalent.

“Colonial names like Kowie and the later Port Alfred were never neutral—they were tools of territorial claim and cultural erasure,” Martin said, adding that renaming is about restoring indigenous heritage.

Heritage vs brand identity

While heritage advocates see the change as a step toward reclaiming history, many residents and tourism bodies are worried about what it could mean for the region’s economy.

Port Alfred has long been marketed as the “heart of the Sunshine Coast”, drawing holidaymakers with its golden beaches, warm Indian Ocean waters, and adventure activities like surfing, boating, and game viewing.

Sunshine Coast Tourism, the Port Alfred Business Forum, and the Kenton Boesmans Chamber of Business and Tourism issued a joint statement warning that changing the town’s name could “undo years of marketing investment” and harm the area’s brand equity.

“Our geographical names are not just labels—they are at the heart of our identity,” the statement read. “The disruption to tourism marketing and the economic well-being of the community cannot be understated.”

Political pushback and local frustrations

The Democratic Alliance (DA) has formally opposed the plan, urging Minister of Sport, Arts and Culture Gayton McKenzie to halt the process.

“Renaming Port Alfred and Alexandria would be a devastating blow to the tourism brand of these towns,” the party said, citing slow provincial economic growth of just 0.1% in the first quarter of 2025 and existing strain on industries like agriculture and manufacturing.

The DA also criticised local governance, arguing that the Ndlambe Municipality should focus on fixing poor roads, tackling housing backlogs, and improving water supply before spending money on symbolic changes.

“It is inconceivable that millions could be spent on name changes when basic services remain undelivered,” the statement added.

What happens next

The public consultation process is far from over. The next meeting has been rescheduled for 10 September 2025, giving residents and organisations more time to submit their views.

Councillor Andile Marasi, Speaker of Ndlambe Municipality, has invited interested parties to register their names with his office before the meeting.

For now, Port Alfred’s future name remains undecided—but the debate has already exposed the complex balancing act between cultural restoration, economic stability, and local pride.

{Source:Business Tech} 

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