| Summary: | The enormous artistic talent that South Africa is endowed with, is evident in the over 300 annual festivals that reverberate around the country. However, it is evident that with the increasing number of festivals, competition for attendees, resources and income is getting tighter. Visitors to festivals justify the reasonfor-being of the event, but more importantly, income that is crucial to the sustainability of the event. Understanding the motivations of visitors to a festival, places the organisers at a vantage point in order to increase visitor satisfaction and hopefully expand the event loyal-client base. The goal of this study was to explore the motivations and loyalty of attendees at the Umtiza arts festival. A quantitative research paradigm was employed through the use of a questionnaire as the study instrument. Duly completed questionnaires were analysed using the Statistical Package for Social Sciences (SPSS). The key finding of the study is that the main motivation among the respondents is to relax and socialise. The major implication from the study is the suggestion for organisers of the Umtiza festival to exercise a strategic shift in marketing and product development.
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