Egypt: Changing Historic Port Alfred and Alexandria Town Names Will Erase Hard-Earned Brand Equity, Hurt Tourism

The Eastern Cape Geographical Names Council says proposed new names for Port Alfred, Alexandria and the Kowie River are part of a global effort to restore indigenous identity and undo colonial erasure. But for some residents and business owners the changes threaten to erase decades of brand equity, damage tourism and destabilise the local economy. Jennifer Schoultz argues that heritage preservation and economic sense can, and should, coexist.

The towns of Port Alfred and Alexandria are more than…