Port Alfred Community Unites Against Proposed Name Change to iCawa or iCoyi

Port Alfred, located in the Eastern Cape, is currently experiencing widespread discussion as residents vociferously oppose the proposed renaming of the town to iCawa or iCoyi. The primary concern is the potential devastating impact on the local tourism economy, employment, and the established brand identity that has been meticulously built over years. This initiative originates from the Eastern Cape Geographical Names Committee (ECGNC), which aims to replace colonial names with indigenous ones. However, for the Port Alfred community, this change represents a threat of job losses, economic hardship for businesses, and the undoing of extensive marketing efforts for the town.

Community Stands United Against Port Alfred Name Change

Surveys conducted by Sunshine Coast Tourism reveal that a significant 93% of residents oppose the name change. Another survey indicated 60.2% opposition, with only 31.3% in favour. This demonstrates a clear community sentiment. Furthermore, 70.1% of residents believe this change will negatively affect employment and tourism. Political parties such as the Democratic Alliance (DA) and the Freedom Front Plus (FF+) have also expressed concerns that renaming Port Alfred would severely impact the town's tourism and economy. The Sunshine Coast region, which includes Port Alfred, Kenton-on-Sea, and Alexandria, heavily relies on visitors to sustain local businesses and provide employment. The vibrant atmosphere at the Kowie River mouth on a sunny day exemplifies what the community strives to protect.

The Importance of Port Alfred's Brand Identity

Sunshine Coast Tourism, the Port Alfred Business Forum, and the Kenton Boesmans Chamber of Business and Tourism have collectively warned that a name change could undermine years of marketing. They argue it would damage the town's 'brand' – how it is recognised and remembered. In a joint statement, they asserted, "Our geographical names are not just labels; they are the heart of who we are. The possible damage to our brand, our tourism plans, and the economic well-being of our communities cannot be ignored." Introducing a new, unfamiliar name to tourists is seen as counterproductive. Research suggests that changing town names can significantly harm their tourism sectors. Moreover, the estimated cost to change the names of Port Alfred, Alexandria, and Bushman's River Mouth is approximately R157 million. This substantial amount could be allocated to other pressing needs, especially as communities in Nelson Mandela Bay continue to grapple with water supply issues.

Prioritising Infrastructure Over Name Changes

Many residents express frustration, feeling that their input has not been adequately considered in the name change process. They contend that addressing fundamental service delivery issues – such as road maintenance, housing, and water provision – should take precedence. The Eastern Cape requires over R5 billion to address deficiencies in roads, water, and sanitation in its smaller towns. Port Alfred is part of a project aimed at improving services like water, electricity, and roads. Therefore, residents question the focus on name changes while these critical problems persist.

The Democratic Alliance has questioned why millions of rands would be spent on name changes when local government struggles to deliver basic services. This is a pertinent question. Recent observations in East London, for instance, highlighted visible puddles on main roads, indicative of pervasive potholes. Furthermore, the issue of raw sewage flowing into the Kowie River poses a significant risk to public health and tourism. The community advocates for proper infrastructure, not new names.

Historical Context and Legal Challenge

The Eastern Cape Geographical Names Committee proposes changing Port Alfred to iCawa or iCoyi, the Kowie River to iQoyi, and Alexandria to Nkosi Chungwa or eMnyameni. Christian Martin, who chairs the committee, states these changes aim to rectify historical colonial names. He notes that 'Kowie' is a misspelling of an old Khoi word, and iQoyi is the isiXhosa version. Historically, Port Alfred has undergone several name changes, being known as Port Kowie in 1821, then Port Frances in 1825, before officially becoming Port Alfred in 1860, named after Prince Alfred.

The Port Alfred Ratepayers' and Residents' Association (PARRA) has initiated legal action to halt the name change, alleging that the public consultation process was neither fair nor lawful. Their lawyer, Marius Coetzee, stated, "Our case is about communities having a real say. We are not against changing the name itself; we are fighting the process." This legal challenge underscores the community's demand for genuine participation.

Tourism: The Heart of Port Alfred's Economy

Port Alfred is widely recognised as the 'heart of the Sunshine Coast' due to its appeal to thousands of local and international visitors who enjoy its beautiful beaches, the warm Indian Ocean, and various outdoor activities. Kelly's Beach, with its Blue Flag status, is a major attraction. The Kowie River is navigable for many kilometres inland, making it ideal for boat trips and fishing. The town also hosts '43 Air School', a prominent aviation training institution in the Southern Hemisphere. Tourism forms the backbone of the town's economy, generating employment and supporting small businesses.

The Sunshine Coast's visitor economy is experiencing growth, with 45% of tourism businesses reporting a better season in 2025–2026 compared to the previous year. This growth highlights the importance of maintaining the town's strong and recognisable name to ensure continued prosperity. Collaborative efforts are essential to protect what makes Port Alfred unique and fosters a thriving community. While not a large industrial hub like the Volkswagen plant in Nelson Mandela Bay or new automotive factories in Buffalo City, tourism serves as Port Alfred's primary economic driver.