Name change proposed for one of South Africa’s prominent seaside towns
The Eastern Cape Geographical Names Committee has begun the process of renaming Port Alfred, Alexandria, and the Kowie River as part of a broader effort to replace colonial-era names with indigenous ones.
Last week, a pre-planning meeting was held in Port Alfred, drawing more than 250 stakeholders and kicking off the public consultation process.
The proposal is to rename Port Alfred to iCawa or iCoyi, the Kowie River to iQoyi, and Alexandria to Nkosi Chungwa or eMnyameni.
Christian Martin, chairperson of the Eastern Cape Geographical Names Council, said the proposals aligned with international guidelines for correcting colonial place names.
He explained that the change to the Kowie River’s name would be “simply a correction of a misspelling,” as Kowie is a colonial adaptation of a Khoi word, while the proposed name iQoyi is its isiXhosa equivalent.
“Colonial names, such as Kowie and the later Port Alfred, were not neutral designations; they served as instruments of territorial claim and cultural erasure,” Martin said.
He also cited a report that argued the continued use of these names reinforced a worldview in which indigenous presence was diminished or ignored.
For those who support the name change, the process represents a necessary step toward restoring indigenous heritage and identity.
However, the proposal has been met with concerns from many residents, businesses, and tourism bodies. Port Alfred, marketed as the “heart of the Sunshine Coast,” is a popular holiday town between Gqeberha and East London.
The town draws thousands of domestic and international visitors each year with its sandy beaches, warm Indian Ocean waters, and variety of outdoor activities.
These include boating, fishing, and surfing, as well as hiking, birdwatching, and wildlife viewing in nearby reserves. Critics say its established brand is too valuable to jeopardise.
In a joint statement, Sunshine Coast Tourism, the Port Alfred Business Forum, and the Kenton Boesmans Chamber of Business and Tourism warned that renaming the town could undo years of marketing investment.
“Our geographical names are not mere labels—they are at the heart of our brand identity. The possible disruption to our brand equity, tourism marketing strategies, and the economic well-being of the region’s communities cannot be understated,” they said.
Priorities questioned
The Sunshine Coast, which includes Port Alfred, Kenton-on-Sea, and Alexandria, relies heavily on tourism to sustain local jobs and businesses.
The Democratic Alliance (DA) has also voiced strong opposition. The party’s Eastern Cape representatives have written to Minister of Sport, Arts and Culture Gayton McKenzie to set aside the application.
“Renaming Port Alfred, which is an international tourism hub, and Alexandria would deal a devastating blow to the tourism brand and economy of these towns,” the DA said.
They argued that the province’s economy grew by just 0.1% in the first quarter of 2025, and industries like agriculture and motor manufacturing are already under pressure from export tariffs. Therefore, the region cannot afford further economic shocks.
“One of the few remaining tools left to grow the Eastern Cape economy is to promote and expand both domestic and international tourism to our shores,” the DA added.
“Research indicates clearly that town and city name changes cause irreparable harm to their tourism brand.”
Critics also pointed out the struggling state of local governance in the Ndlambe Municipality, which they say should be prioritising basic service delivery over symbolic changes.
“Port Alfred, Kenton-on-Sea, and Alexandria have long struggled with massive housing backlogs, poor road infrastructure, and water availability issues, which the Ndlambe Municipality seems powerless to address,” the DA said.
“It is inconceivable that any government department would spend millions of rands on name changes when the local government cannot even fulfil its mandate of delivering basic services. That money must be ringfenced for service delivery, nothing else.”
The meeting has now been rescheduled for 10 September 2025 to allow further public input.
Ndlambe Municipal Speaker Councillor Andile Marasi has invited those wishing to comment on the application to submit their names to his office ahead of the September gathering.
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