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Cape Town Tourism Unveils Revolutionary ‘Glocal’ Strategy After Record-Shattering 2023

In the wake of a record-breaking year, Cape Town Tourism announces a ground-breaking strategy for 2024, promising to revolutionise the global travel landscape. The City’s Official Destination Marketing and Management Organisation (DMO) is poised to leverage its historic success, transcending traditional boundaries through its innovative ‘Glocal’ initiative.

A Year Of Unprecedented Achievements

“2023 was a year where we shattered all expectations,” reflects Enver Duminy, CEO of Cape Town Tourism. “Our visitor numbers soared to new heights, laying a robust foundation for the exciting journey ahead. As we step into 2024, we’re not just riding on past successes; we’re catapulting into a future where Cape Town becomes synonymous with pioneering tourism and enriching lives. Our city is already seen as a global destination of choice. In fact, Cape Town was just named the Second Best City in the World by Time Out Magazine, so 2024 is off to a great start!”

Alderman James Vos, Mayoral Committee Member for Economic Growth, said the robust recovery of Cape Town’s tourism sector was a direct result of the City’s partnerships and marketing programmes. “We are witnessing a remarkable resurgence in both domestic and international visitors that comes on the back of wide-ranging campaigns that penetrated multiple key and new markets.

“Additionally, our funding of and work with partners such as Air Access and Cruise Cape Town (both administered by Wesgro) and Cape Town Tourism saw us increase flights, cruise ships and city-to-city connections that helped to land more visitors. It’s exhilarating to see our beloved city buzzing with tourists, affirming Cape Town’s status as a premier global destination.”

Reflecting On A Successful 2023

Cape Town International Airport was bustling in December 2023, with a 20% increase in domestic visitors from the previous year, totalling 354 025 arrivals. The number of arrivals for the month was 518 190, a 19% increase from 2022.

Mark Maclean, regional general manager at Cape Town International Airport, expressed his satisfaction with the passenger growth, highlighting the positive impact on tourism and trade. “We are very pleased with the passenger growth and thank all visitors for their cooperation and support when visiting the airport. As we focus on the coming weeks and the remainder of the peak season, we anticipate continued high passenger volumes as our visitors enjoy the summer.”

The V&A Waterfront also had a record-breaking season in 2023, with significant increases in visits and trade from the previous year. It says significant investments in food and retail offerings, hotels, and attractions, including the newly launched Time Out Market Cape Town and the relaunched Cape Wheel, contributed to this success.

David Green, CEO of the Waterfront, says, “The Waterfront has had its strongest festive season yet, with a record number of visitors and sales, living up to our billing as the country’s leading tourist destination and a major contributor to the city’s economic growth. We had over 3 million visits from locals, other South Africans, as well as many international tourists, who enjoyed the best of the city in our safe and vibrant neighbourhood. Our year-on-year visitor numbers climbed 25% from 2022, and we recorded bumper retail sales of R1.2 billion, up 16% from 2022. Additionally, we hosted our biggest NYE event to date, with some 80 000 attendees. We continue to see strong growth prospects for the Waterfront, with tourism offering much needed job creation, and economic growth within the City and Province.”

Despite some closures due to weather and fires, Cape Town’s attractions saw a significant visitor increase. Kirstenbosch National Botanical Garden reported a 6% increase when compared to December 2022, welcoming 112 400 visitors. Chapman’s Peak Drive saw a 15% recovery compared to 2022, with 111 538 visitors. Groot Constantia, the oldest wine estate in South Africa, welcomed 72 476 visitors, a remarkable 55% increase from 2022. Table Mountain and Two Oceans Aquarium also reported substantial foot traffic, with 106 959 and 81 000 visitors, respectively.

Alderman Vos emphasised the transformative power of tourism in creating jobs and supporting the local economy. “Our goal is to create a tourism-related job in every household in Cape Town. This speaks to our mission under the banner of our Responsible Tourism charter which we are working on issuing this year to local industry operators. Responsible Tourism is about crafting and nurturing places that are not only captivating to visit but also enriching for those who call them home. This industry is not just about attracting visitors; it’s about fostering an ecosystem that supports our local businesses and communities, driving forward our city’s prosperity.”

A Strong Show Of Local Support

Cape Town Tourism’s latest figures reveal a robust domestic travel market, with a significant percentage of South Africans choosing to explore their backyard. Intent to travel domestically was at a high of 94%, with an equal take-up rate, indicating that nearly all those who made local holiday plans followed through on those intentions.

“I had such a fun time experiencing everything Cape Town has to offer this December. The weather was fantastic, and even though it was a bit congested at times, we still got to experience everything we wanted. There really is no other place like Cape Town. I wish I could have stayed a bit longer,” said Ciali Browne from Pretoria.

Local Triumphs Pave the Way for Global Alliances

Following the unprecedented success of 2023, Cape Town Tourism is now actively pursuing groundbreaking initiatives to elevate the region’s global presence. The DMO is strategically engaged in forging a transformative global partnership with prominent world cities, marking a pioneering collaboration that promises to extend the international allure of Cape Town.

This venture will redefine the partnership landscape, setting a new standard for cross-city collaboration. The DMO says it continues to build on the triumphs of the past year by committing to fostering relationships that go beyond borders and contribute to the sustained growth and prosperity of Cape Town as a global destination.

Duminy adds, “2024 is the year we embark on our groundbreaking ‘Glocal’ initiative, uniting VisitBerlin, New York City Tourism + Conventions, and Cape Town Tourism in a historic collaboration that transcends borders. We are propelling destination marketing and collaboration into uncharted territories.

This collaboration marks a milestone as three competitive DMOs join forces to showcase our individuality while highlighting our common bonds. We’re weaving together our history and stories of freedom to send a powerful message globally.”

Cape Town Businesses Forecast a Fruitful 2024

The Cape Town Tourism Membership Survey for 2023, reveals the expectations of Cape Town’s tourism businesses, painting a picture of resilience and optimism for 2024.

The survey revealed that almost all businesses anticipate improved 2024 performance compared to last year. For January 2024, 87% of respondents expect a better or much better performance, with similar expectations for February and March at 83% and 82%, respectively.

Alderman James Vos, Mayoral Committee Member for Economic Growth, said, “The remarkable recovery of our tourism sector is a testament to our stakeholders’ resilience and hard work and the attractiveness of Cape Town as a global destination. We are grateful for the local and international support and the dedication of our tourism industry and look forward to building on this success to ensure that Cape Town remains a haven for generations of travellers, irrespective of ability or background, offering a tapestry of nature, cultures, and experiences that are beyond compare.”

Join the Journey: Cape Town Awaits Your Arrival in 2024!

“Looking forward to 2024, we’re seeing good signs that the number of tourists coming to Cape Town will keep growing. Our estimates, based on how well we did in 2023 and considering a slow economic growth, suggest a modest increase in visitor numbers by up to 3%. But if we follow the trends we saw last year, we could see a bigger jump — with  up to 8% more international tourists and 11% more South African visitors compared to last year. This could mean tourists will spend about R11.6 billion during our traditional international peak season from January to April,” concludes Vos.

Enver Duminy sums it up: “We’re expecting 2024 to be another great year with more people flying in and booking places to stay. South Africans are still excited about travelling around the country despite the cost of living going up. We’re thankful for everyone who has helped make tourism across Cape Town a success. We’ll keep making sure visitors have an amazing time so that Cape Town stays at the top of the list for local and overseas travellers.”

Embark on a memorable adventure and be a part of Cape Town’s vibrant journey in 2024.

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Press releases, city of cape town welcomes new tourism monitors after draft tourism development framework adopted by council.

4 November 2019

STATEMENT BY THE CITY’S MAYORAL COMMITTEE MEMBER FOR ECONOMIC OPPORTUNITIES AND ASSET MANAGEMENT, ALDERMAN JAMES VOS

I am pleased to announce that the City of Cape Town’s Draft Tourism Development Framework (TDF) was adopted by Council recently after the public participation process.

Cape Town has vast cultural and heritage diversity and this gives us the opportunity to take a new immersive approach to cultural tourism. By taking this approach, with the core focus on creating more community-based offerings, I intend to make tourism a game-changer for our city.

I have been working with my team on this exciting framework since I was appointed as the Mayoral Committee Member for Economic Opportunities that includes the Tourism portfolio one year ago. My immediate priority is to ensure the efficient implementation of the TDF so that we boost cultural experiences and help diversify tourism products. This will then translate into more involvement from specific communities who will benefit economically from their participation.

The TDF provides a tourism development strategy and implementation framework for the City between 2019 and 2023. This framework will be the basis for the annual program of work and for preparing our tourism budget for the next five years

The TDF builds on the previous framework and consists of five key goals which includes the following: • Ensuring visitor comfort • Improving and diversifying products and experiences • Stimulating demand • General community involvement, benefits and support • Planning and organising for growth

The newly developed tourist offerings will bring new products and exciting experiences to life in areas that were previously marginalised and excluded from the tourism landscape.

I believe that products, such as the township cultural experience, will show that we are an inclusive city, ready to break barriers with ground-breaking tourism offerings that open up new opportunities.

We are fully committed to the tourism sector and will invest in programmes and initiatives that foster economic growth in this industry.

It therefore gives me great pleasure to also launch the Tourism Monitor programme, funded by the Department of Tourism. This programme will promote access to education and training opportunities to 50 school leavers by providing skills and knowledge linked to various local and national tourist sites.

These Tourism Monitors will be deployed to several areas and attractions throughout the entire metropole including Langa, Khayelitsha, Hout Bay and the CBD. The Monitors will be entrusted with enhancing the experience and wellbeing of local and international tourists.

Their tasks will include acting as a point of reference and offering recommendations to tourists visiting various popular sites. They will also assist tourists who have lost their bearings and require directions. These young Tourist Monitors will also patrol identified tourist hotspots to ensure they are safe and report any incidents to relevant enforcement agencies.

Programmes like these prove that the City is serious about creating job opportunities for our unemployed youth.

Safety is a top priority for the City of Cape Town, and we are putting various measures in place to make this city safer for tourists and residents alike, and it will also help promote a healthy tourism ecosystem

Tourism accounts for roughly 300 000 jobs in our city. This makes tourism a sector with great growth and employment potential.

The City’s objective is to facilitate sustainable job creation. I want to do this by providing an environment in which ‘tourism-preneurs’ can flourish and by transforming the tourism landscape in Cape Town into a thriving ecosystem.

As a City, we are ready to take tourism to the next level.

The TDF and the Tourism Monitors are just some of the steps my department are taking towards realising this vision and which makes me very excited about the future benefits for the people of Cape Town.

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Cape Town Tourism Unveils Revolutionary ‘Global’ Strategy After Record-Shattering 2023

In the wake of a record-breaking year, Cape Town Tourism announces a ground-breaking strategy for 2024, promising to revolutionise the global travel landscape. The City’s Official Destination Marketing and Management Organisation (DMO) is poised to leverage its historic success, transcending traditional boundaries through its innovative ‘Glocal’ initiative.

A Year Of Unprecedented Achievements

“2023 was a year where we shattered all expectations,” reflects Enver Duminy, CEO of Cape Town Tourism. “Our visitor numbers soared to new heights, laying a robust foundation for the exciting journey ahead. As we step into 2024, we’re not just riding on past successes; we’re catapulting into a future where Cape Town becomes synonymous with pioneering tourism and enriching lives. Our city is already seen as a global destination of choice. In fact, Cape Town was just named the Second Best City in the World by Time Out Magazine, so 2024 is off to a great start!”

Alderman James Vos, Mayoral Committee Member for Economic Growth, said the robust recovery of Cape Town’s tourism sector was a direct result of the City’s partnerships and marketing programmes. “We are witnessing a remarkable resurgence in both domestic and international visitors that comes on the back of wide-ranging campaigns that penetrated multiple key and new markets.

“Additionally, our funding of and work with partners such as Air Access and Cruise Cape Town (both administered by Wesgro) and Cape Town Tourism saw us increase flights, cruise ships and city-to-city connections that helped to land more visitors. It’s exhilarating to see our beloved city buzzing with tourists, affirming Cape Town’s status as a premier global destination.”

Reflecting On A Successful 2023

Cape Town International Airport was bustling in December 2023, with a 20% increase in domestic visitors from the previous year, totalling 354 025 arrivals. The number of arrivals for the month was 518 190, a 19% increase from 2022.

Mark Maclean, regional general manager at Cape Town International Airport, expressed his satisfaction with the passenger growth, highlighting the positive impact on tourism and trade. “We are very pleased with the passenger growth and thank all visitors for their cooperation and support when visiting the airport. As we focus on the coming weeks and the remainder of the peak season, we anticipate continued high passenger volumes as our visitors enjoy the summer.”

The V&A Waterfront also had a record-breaking season in 2023, with significant increases in visits and trade from the previous year. It says significant investments in food and retail offerings, hotels, and attractions, including the newly launched Time Out Market Cape Town and the relaunched Cape Wheel, contributed to this success.

David Green, CEO of the Waterfront, says, “The Waterfront has had its strongest festive season yet, with a record number of visitors and sales, living up to our billing as the country’s leading tourist destination and a major contributor to the city’s economic growth. We had over 3 million visits from locals, other South Africans, as well as many international tourists, who enjoyed the best of the city in our safe and vibrant neighbourhood. Our year-on-year visitor numbers climbed 25% from 2022, and we recorded bumper retail sales of R1.2 billion, up 16% from 2022. Additionally, we hosted our biggest NYE event to date, with some 80 000 attendees. We continue to see strong growth prospects for the Waterfront, with tourism offering much needed job creation, and economic growth within the City and Province.”

Despite some closures due to weather and fires, Cape Town’s attractions saw a significant visitor increase. Kirstenbosch National Botanical Garden reported a 6% increase when compared to December 2022, welcoming 112 400 visitors. Chapman’s Peak Drive saw a 15% recovery compared to 2022, with 111 538 visitors. Groot Constantia, the oldest wine estate in South Africa, welcomed 72 476 visitors, a remarkable 55% increase from 2022. Table Mountain and Two Oceans Aquarium also reported substantial foot traffic, with 106 959 and 81 000 visitors, respectively.

Alderman Vos emphasised the transformative power of tourism in creating jobs and supporting the local economy. “Our goal is to create a tourism-related job in every household in Cape Town. This speaks to our mission under the banner of our Responsible Tourism charter which we are working on issuing this year to local industry operators. Responsible Tourism is about crafting and nurturing places that are not only captivating to visit but also enriching for those who call them home. This industry is not just about attracting visitors; it’s about fostering an ecosystem that supports our local businesses and communities, driving forward our city’s prosperity.”

A Strong Show Of Local Support

Cape Town Tourism’s latest figures reveal a robust domestic travel market, with a significant percentage of South Africans choosing to explore their backyard. Intent to travel domestically was at a high of 94%, with an equal take-up rate, indicating that nearly all those who made local holiday plans followed through on those intentions.

“I had such a fun time experiencing everything Cape Town has to offer this December. The weather was fantastic, and even though it was a bit congested at times, we still got to experience everything we wanted. There really is no other place like Cape Town. I wish I could have stayed a bit longer,” said Ciali Browne from Pretoria.

Local Triumphs Pave the Way for Global Alliances

Following the unprecedented success of 2023, Cape Town Tourism is now actively pursuing groundbreaking initiatives to elevate the region’s global presence. The DMO is strategically engaged in forging a transformative global partnership with prominent world cities, marking a pioneering collaboration that promises to extend the international allure of Cape Town.

This venture will redefine the partnership landscape, setting a new standard for cross-city collaboration. The DMO says it continues to build on the triumphs of the past year by committing to fostering relationships that go beyond borders and contribute to the sustained growth and prosperity of Cape Town as a global destination.

Duminy adds, “2024 is the year we embark on our groundbreaking ‘Glocal’ initiative, uniting VisitBerlin, New York City Tourism + Conventions, and Cape Town Tourism in a historic collaboration that transcends borders. We are propelling destination marketing and collaboration into uncharted territories.

This collaboration marks a milestone as three competitive DMOs join forces to showcase our individuality while highlighting our common bonds. We’re weaving together our history and stories of freedom to send a powerful message globally.”

Cape Town Businesses Forecast a Fruitful 2024

The Cape Town Tourism Membership Survey for 2023, reveals the expectations of Cape Town’s tourism businesses, painting a picture of resilience and optimism for 2024.

The survey revealed that almost all businesses anticipate improved 2024 performance compared to last year. For January 2024, 87% of respondents expect a better or much better performance, with similar expectations for February and March at 83% and 82%, respectively.

Alderman James Vos, Mayoral Committee Member for Economic Growth, said, “The remarkable recovery of our tourism sector is a testament to our stakeholders’ resilience and hard work and the attractiveness of Cape Town as a global destination. We are grateful for the local and international support and the dedication of our tourism industry and look forward to building on this success to ensure that Cape Town remains a haven for generations of travellers, irrespective of ability or background, offering a tapestry of nature, cultures, and experiences that are beyond compare.”

Join the Journey: Cape Town Awaits Your Arrival in 2024!

“Looking forward to 2024, we’re seeing good signs that the number of tourists coming to Cape Town will keep growing. Our estimates, based on how well we did in 2023 and considering a slow economic growth, suggest a modest increase in visitor numbers by up to 3%. But if we follow the trends we saw last year, we could see a bigger jump — with  up to 8% more international tourists and 11% more South African visitors compared to last year. This could mean tourists will spend about R11.6 billion during our traditional international peak season from January to April,” concludes Vos.

Enver Duminy sums it up: “We’re expecting 2024 to be another great year with more people flying in and booking places to stay. South Africans are still excited about travelling around the country despite the cost of living going up. We’re thankful for everyone who has helped make tourism across Cape Town a success. We’ll keep making sure visitors have an amazing time so that Cape Town stays at the top of the list for local and overseas travellers.”

Embark on a memorable adventure and be a part of Cape Town’s vibrant journey in 2024.

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CAPE TOWN FOR CAPETONIANS

Cape Town implements six-pillar strategy to reignite tourism

Cape Town Tourism is banding together with officals from the City’s Destination Marketing Department to reimagine and reignite the Mother City to attaract more visitors. Established early on during the COVID-19 pandemic, the tourism task team focused on coordinating interventions needed to minimise the devastating effect that the virus has on tourism and related industries.

This team has devised and is now implementing the ‘Tourism Bounce-Back-Strategy’ to ensure Cape Town’s tourism and related sectors get back on their feet as soon as possible.

“This strategy, detailed below, includes the marketing and communications approach for our six pillars – to Visit, Live, Work, Study, Play & Invest in Cape Town – as well as lobbying national government to reopen international travel as soon as possible, and domestic campaigns targeted at locals and marketing Cape Town as a quality and affordable destination,” said James Vos, the City’s Mayco Member for Economic Opportunities and Asset Management.

“We have been voted the best city in the world seven times in a row. We have so much to offer, and we must remind local and international tourists of these offerings.”

A cornerstone of the recovery plan is the Six Pillar Strategy.

“This Six Pillar Strategy is our strategic marketing and communications approach to reimagining and reigniting visitor demand to Visit, Live, Work, Study, Play and Invest in Cape Town. It allows us to provide a rich and holistic view of all the city has to offer across the six themes,” Vos said.

– The Destination Marketing unit is in the process of gathering research into tourist behaviour changes resulting from the impact of Covid-19. This will inform our strategy on an ongoing basis.

– The effort is also investing in airport branding and tailoring targeted messaging in many key source markets to visit Cape Town. This is to ensure Cape Town is at the top of mind for domestic travellers and for when international travel commences.

“We will soon launch an exciting and easy-to-use SMART CITY app which will help increase business between local and international markets,” Vos added. “The City of Cape Town has also renewed funding for the successful Cape Town Air Access (CTAA) initiative, located in WESGRO, an initiative to get the aviation sector back on its feet.

:By boosting direct flights, or route expansions we create more efficient connections between our city and key source markets, which is crucial if we are to capitalise on global business. At the end of the day, more connections create jobs and deliver trade and tourism opportunities.”

“However, all of this planning means little if our international borders do not open as soon as is responsibly possible. Therefore, I continue to engage with my national counterparts to lobby for and request key information on estimates of when international travel will be allowed,” he said. “As we approach our peak season, the reopening may be a lifeline to many in our local tourism sector.”

“We can and will bounce back with the right targeted interventions.”

Picture: Pixabay

Article written by Lucinda Dordley

Lucinda is a hard news writer who occasionally dabbles in lifestyle writing, and recent journalism graduate. She is a proud intersectional feminist, and is passionate about actively creating a world which is free of discrimination and inequality.

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Cape Town Tourism Development Framework

We evaluated the previous TDF and identified gaps, conducted an online stakeholder survey among a wide range of public and private stakeholders, interviewed key opinion leaders in tourism and conducted benchmarking with 5 other leading global tourism cities. Based on this we agreed a vision, growth scenarios and targets, growth principles, goals, strategies and actions.  The TFF also contains an implementation action plan with success indicators.

The Tourism Vision for 2023 is: “Cape Town’s tourism economy will flourish, consistently recording exceptional growth in tourism revenues and employment and being underpinned by environmental sustainability and community support for tourism”. Given the challenges and opportunities highlighted and the vision and growth ambitions adopted, the TDF will pursue five core strategic goals, namely:

1. Ensuring visitor comfort  2. Improving and diversifying products and experiences. 3. Stimulating demand. 4. Generating community involvement and support and 5. Organizing effectively for growth.

Under the five goals there are 13 strategies and 39 action points.  These deal with tourist transport, tourist safety, information mobility, improvement of key attractions, sustainable tourism management, integrated spatial planning, market expansion, air access, MICE development, cultural tourism development, community engagement, tourism partnerships and institutional strengthening.

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Cape Town’s Ten-point Tourism Strategy | Cape Town Travel

• March 11, 2021
• Travel, Tourism & Hospitality

The City of Cape Town has announced a ten-point tourism strategy to get the industry back on its feet, said Alderman James Vos the City’s Mayoral Committee Member for Economic Opportunities & Asset Management.

The City’s tourism strategy aims to breathe life back into the tourism sector and help bring about economic recovery.

Full statement by Alderman James Vos.

19 February 2020

The City of Cape Town has announced a ten-point tourism strategy to get the sector back on its feet.

For destinations to succeed, they need to constantly reinvent, while incorporating the unique assets, the authenticity of their products and experiences all within a safe environment. With the City’s ten-point tourism strategy, we aim to help breathe life back into this vital sector to assist in bringing about economic recovery, just like we’ve done many times before.

A few months ago, we put together the Tourism Task Team to support the tourism and hospitality industry through these tough times while also focusing on future prospects. The Team enjoys high level support from across the sector as well as our official destination marketing organisation, Cape Town Tourism.

I am pleased to say that we are constantly looking at global best practice to implement measures to drive the various stages of recovery and readiness, as well as campaigns to stimulate supply and demand for specific key source markets such as domestic travel until international travel is restored.

via Cape Town’s Ten-point Tourism Strategy | Cape Town Travel .

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Cape Town Tourism Unveils Revolutionary ‘Glocal’ Strategy AfterRecord-Shattering 2023

In the wake of a record-breaking year, Cape Town Tourism announces a ground-breaking strategy for 2024, promising to revolutionise the global travel landscape. The City’s Official Destination Marketing and Management Organisation (DMO) is poised to leverage its historic success, transcending traditional boundaries through its innovative ‘Glocal’ initiative.

A Year Of Unprecedented Achievements

“2023 was a year where we shattered all expectations,” reflects Enver Duminy, CEO of Cape Town Tourism. “Our visitor numbers soared to new heights, laying a robust foundation for the exciting journey ahead. As we step into 2024, we’re not just riding on past successes; we’re catapulting into a future where Cape Town becomes synonymous with pioneering tourism and enriching lives. Our city is already seen as a global destination of choice. In fact, Cape Town was just named the Second Best City in the World by Time Out Magazine, so 2024 is off to a great start!”

Alderman James Vos, Mayoral Committee Member for Economic Growth, said the robust recovery of Cape Town’s tourism sector was a direct result of the City’s partnerships and marketing programmes. “We are witnessing a remarkable resurgence in both domestic and international visitors that comes on the back of wide-ranging campaigns that penetrated multiple key and new markets.

“Additionally, our funding of and work with partners such as Air Access and Cruise Cape Town (both administered by Wesgro) and Cape Town Tourism saw us increase flights, cruise ships and city-to-city connections that helped to land more visitors. It’s exhilarating to see our beloved city buzzing with tourists, affirming Cape Town’s status as a premier global destination.”

Reflecting On A Successful 2023

Cape Town International Airport was bustling in December 2023, with a 20% increase in domestic visitors from the previous year, totalling 354 025 arrivals. The number of arrivals for the month was 518 190, a 19% increase from 2022.

Mark Maclean, regional general manager at Cape Town International Airport, expressed his satisfaction with the passenger growth, highlighting the positive impact on tourism and trade. “We are very pleased with the passenger growth and thank all visitors for their cooperation and support when visiting the airport. As we focus on the coming weeks and the remainder of the peak season, we anticipate continued high passenger volumes as our visitors enjoy the summer.”

The V&A Waterfront also had a record-breaking season in 2023, with significant increases in visits and trade from the previous year. It says significant investments in food and retail offerings, hotels, and attractions, including the newly launched Time Out Market Cape Town and the relaunched Cape Wheel, contributed to this success.

David Green, CEO of the Waterfront, says, “The Waterfront has had its strongest festive season yet, with a record number of visitors and sales, living up to our billing as the country’s leading tourist destination and a major contributor to the city’s economic growth. We had over 3 million visits from locals, other South Africans, as well as many international tourists, who enjoyed the best of the city in our safe and vibrant neighbourhood. Our year-on-year visitor numbers climbed 25% from 2022, and we recorded bumper retail sales of R1.2 billion, up 16% from 2022. Additionally, we hosted our biggest NYE event to date, with some 80 000 attendees. We continue to see strong growth prospects for the Waterfront, with tourism offering much needed job creation, and economic growth within the City and Province.”

Despite some closures due to weather and fires, Cape Town’s attractions saw a significant visitor increase. Kirstenbosch National Botanical Garden reported a 6% increase when compared to December 2022, welcoming 112 400 visitors. Chapman’s Peak Drive saw a 15% recovery compared to 2022, with 111 538 visitors. Groot Constantia, the oldest wine estate in South Africa, welcomed 72 476 visitors, a remarkable 55% increase from 2022. Table Mountain and Two Oceans Aquarium also reported substantial foot traffic, with 106 959 and 81 000 visitors, respectively.

Alderman Vos emphasised the transformative power of tourism in creating jobs and supporting the local economy. “Our goal is to create a tourism-related job in every household in Cape Town. This speaks to our mission under the banner of our Responsible Tourism charter which we are working on issuing this year to local industry operators. Responsible Tourism is about crafting and nurturing places that are not only captivating to visit but also enriching for those who call them home. This industry is not just about attracting visitors; it’s about fostering an ecosystem that supports our local businesses and communities, driving forward our city’s prosperity.”

A Strong Show Of Local Support

Cape Town Tourism’s latest figures reveal a robust domestic travel market, with a significant percentage of South Africans choosing to explore their backyard. Intent to travel domestically was at a high of 94%, with an equal take-up rate, indicating that nearly all those who made local holiday plans followed through on those intentions.

“I had such a fun time experiencing everything Cape Town has to offer this December. The weather was fantastic, and even though it was a bit congested at times, we still got to experience everything we wanted. There really is no other place like Cape Town. I wish I could have stayed a bit longer,” said Ciali Browne from Pretoria.

Local Triumphs Pave the Way for Global Alliances

Following the unprecedented success of 2023, Cape Town Tourism is now actively pursuing groundbreaking initiatives to elevate the region’s global presence. The DMO is strategically engaged in forging a transformative global partnership with prominent world cities, marking a pioneering collaboration that promises to extend the international allure of Cape Town.

This venture will redefine the partnership landscape, setting a new standard for cross-city collaboration. The DMO says it continues to build on the triumphs of the past year by committing to fostering relationships that go beyond borders and contribute to the sustained growth and prosperity of Cape Town as a global destination.

Duminy adds, “2024 is the year we embark on our groundbreaking ‘Glocal’ initiative, uniting VisitBerlin, New York City Tourism + Conventions, and Cape Town Tourism in a historic collaboration that transcends borders. We are propelling destination marketing and collaboration into uncharted territories.

This collaboration marks a milestone as three competitive DMOs join forces to showcase our individuality while highlighting our common bonds. We’re weaving together our history and stories of freedom to send a powerful message globally.”

Cape Town Businesses Forecast a Fruitful 2024

The Cape Town Tourism Membership Survey for 2023, reveals the expectations of Cape Town’s tourism businesses, painting a picture of resilience and optimism for 2024.

The survey revealed that almost all businesses anticipate improved 2024 performance compared to last year. For January 2024, 87% of respondents expect a better or much better performance, with similar expectations for February and March at 83% and 82%, respectively.

Alderman James Vos, Mayoral Committee Member for Economic Growth, said, “The remarkable recovery of our tourism sector is a testament to our stakeholders’ resilience and hard work and the attractiveness of Cape Town as a global destination. We are grateful for the local and international support and the dedication of our tourism industry and look forward to building on this success to ensure that Cape Town remains a haven for generations of travellers, irrespective of ability or background, offering a tapestry of nature, cultures, and experiences that are beyond compare.”

Join the Journey: Cape Town Awaits Your Arrival in 2024!

“Looking forward to 2024, we’re seeing good signs that the number of tourists coming to Cape Town will keep growing. Our estimates, based on how well we did in 2023 and considering a slow economic growth, suggest a modest increase in visitor numbers by up to 3%. But if we follow the trends we saw last year, we could see a bigger jump — with  up to 8% more international tourists and 11% more South African visitors compared to last year. This could mean tourists will spend about R11.6 billion during our traditional international peak season from January to April,” concludes Vos.

Enver Duminy sums it up: “We’re expecting 2024 to be another great year with more people flying in and booking places to stay. South Africans are still excited about travelling around the country despite the cost of living going up. We’re thankful for everyone who has helped make tourism across Cape Town a success. We’ll keep making sure visitors have an amazing time so that Cape Town stays at the top of the list for local and overseas travellers.”

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Finance, Economic Opportunities and Tourism (WCPP)

City of cape town: outcomes of 2022/23 tourism strategy, 23 june 2023, chairperson: ms c murray (da), meeting summary.

The Standing Committee on Finance, Economic Opportunities, and Tourism received a briefing from the City of Cape Town (CoCT) and Cape Town Tourism (CTT) on the outcomes of their tourism strategy for the 2022/23 tourism season and the challenges experienced. It was also briefed on “Unlocking Cape Town’s Tourism Potential”.

The Committee noted the shared successes highlighted by the CoCT and CTT. However, it expressed concern that more than one entity was attempting to obtain mileage from the same initiatives. It recommended that duplication should be prevented, and emphasised the need for funding allocated to provincial tourist economic initiatives and opportunities.

Members noted that municipalities interpreted their roles in tourism in various ways. Some municipalities in-sourced tourism to a large extent, while others contributed financially to new ventures. They asked what the CoCT and CTT would advise rural municipalities on their tourism products. They emphasised the importance of partnerships with local municipalities, and asked what would be done to enhance these partnerships, especially in rural areas. They called for improved prosperity, human capacity, job creation and development of local municipalities.

Meeting report

The Committee expressed its gratitude to Alderman James Vos, Mayoral Committee Member (MMC): Economic Growth, City of Cape Town (CoCT), and Mr Enver Duminy, Chief Executive Officer (CEO), Cape Town Tourism (CTT), for presenting the briefing.

City of Cape Town Tourism and Place Marketing 2023 Performance and Outlook

Cllr Vos took Members through the presentation.

Bounce Back Plan

To achieve increased volumes and greater value: The core strategic drivers underpinning Cape Town’s Bounce Back Plan are to instil traveller confidence; embed an adaptive capability and ensure differentiation on the global stage. These responses are delivered in two phases: Adjustment and Recovery:

• Create a tourism-related job in every house
• Implement TDF to grow the tourism economy
• Position Cape Town as premier destination 6-Pillars
• Drive affordability and accessibility
• Carry out Responsible Tourism

Tourism Development Framework (TDF) 2024 Priority Areas:

• Ensuing visitor comfort
• Improving and diversifying products and experiences
• Stimulating demand
• Generating community involvement and support
• Organising for growth

Members were taken through improvements to safety and security, visitor communications, iconic site improvements, destination marketing, leveraging tourism events, strategic interventions, product development, international agreements and cooperation and destination enhancement events.

The presentation also addressed the COCT department of enterprise and investment - since 2016, the City’s Enterprise & Investment Department has engaged over 602 companies and organisations that has supported investment projects valued at over ZAR33bn, and the creation of 1 500+ direct jobs

Unlocking Cape Town’s Tourism Potential

Mr Duminy took Members through the presentation. He emphasised that the CTT was led by the White Paper on Tourism and legislation. It subscribed to the principle that tourism must be government-led, private sector-driven, and community supported. It was essential in the work conducted, and was vital at a national level.

A commonality in most communities was visible tourists as an indicator of tourism. On the other side, when there was a low number of tourists, creating a hub of employment opportunities was important. This was opposed to forcing tourism, where there was a low potential for fast growth.

Recovery from the effects of the pandemic was still underway, and was an ongoing process. Most companies which had survived had incurred huge debts to keep their staff and structures in place. The loans had to be recovered out of the net profits.

(See documents for details)

Mr A van der Westhuizen (DA) thanked the presenters for the insightful briefing. The Committee’s main responsibility was provincial oversight.

He noted the shared successes highlighted by the CoCT and CTT. However, he also noted that more than one entity attempted to obtain mileage from the same initiatives.

He emphasised the funding allocated to provincial tourist economic initiatives and opportunities. He asked the CTT to expand on its relationship with Wesgro and provincial tourism initiatives. Where did the CoCT and CTT differentiate their focus to prevent duplication?

Municipalities interpreted their roles in tourism in various ways. Some municipalities in-sourced tourism to a large extent, and others contributed financially to new ventures. What would the CoCT and CTT advise rural municipalities on their tourism products?

On local tourism, opportunities to promote visits to Cape Town were often done through persons, not in the tourism field -- for example, academics. To what extent did the CoCT and CTT logistically support such persons and initiatives?

Mr G Brinkhuis (Al Jama-ah) said he was encouraged by the promotion of Cape Town’s tourism, adding that it was one of the top global destinations. Cape Town had positive ties with the United States (particularly New York) and Germany (particularly Berlin). He encouraged Cape Town’s participation in tourism opportunities in the context of the Far and Middle East.

Mr I Sileku (DA) appreciated the local tourist developments in the township areas. What challenges and successes arose from business collaborations in the township communities?

He stressed the importance of partnerships with local municipalities, and asked what could be done to enhance these partnerships, especially in rural areas. He called for improved prosperity, human capacity, job creation, and development of local municipalities.

City of Cape Town

Cllr Vos responded to the question about the relationship between the CoCT and its entities, and said it had service delivery partnerships with all its entities. He supported partnerships with strategic business entities. Special purpose vehicles were funded with specific objectives in mind, to extract the best economic value.

The municipality had to work within the guidelines of the Municipal Systems Act. The Act provides guidelines on how it transacts with the special purpose vehicles, and the special levies or delivery agreements. Such agreements were drafted with consideration ahead of time. It was also specified with whom the entities may collaborate. Specific contracts had specific deliverables.

Tourism was a means to real economic growth and job creation. It was a driver of business growth. It also ensured that there was one job in every household.

The service agreement with Wesgro was specific, because the provincial government funded it for investment and tourism promotion. Wesgro existed because of a provincial act, and was thus a sound partnership.

The CoCT funded its programmes as a delivery agent for specific programmes aligned with the city’s economic growth plan. The programmes were investment promotion, export promotion, conventions bureau, air access, and crews. This was to ensure that there was no confusion or duplication. Concerning "Day Zero," for example, the CoCT, Wesgro and all the industry bodies had collaborated in putting out a single message to avoid a confused audience and provide a clear message on mitigation and what was on offer. There was a very specific joint campaign.

In the CoCT, a specific department deals with the tourist aspects of the city. A lean team leads the implementation of programmes and collaborates with relevant agencies, including Wesgro. It was mindful of its budget and thus had a budget with a specific timeframe and deliverables' objectives.

The CoCT was marketed on the basis of six pillars, including destination development within communities. It also included collaboration with neighbouring municipalities, as tourism had no boundaries.

It had four sister agreements with cities in China, including investment, tourism and trade. Similarly, it signed an agreement with the city of Dubai in the Middle East in 2019.

Africa was the biggest resource market in the area of trade, so the CoCT focused more on exports and trade with African countries.

Cape Town Tourism

Mr Duminy said that CTT and Wesgro share their plans to make it more practical and to avoid duplication. If there was duplication, the plans were rewritten accordingly.

There was also a partnership on air access, so CTT was not just a partner with the CoCT on marketing and management.

The awards that had been won reflected not only the province’s achievements, but also the country's in the context of a global economy. Much time should be spent on the digital component.

CTT conducts destination marketing and management. It focuses on quality product delivery.

One of the challenges was underfunding. Tourism was seen as a low priority in household budgets, especially due to the high level of unemployment.

Loadshedding also impacted the cost of doing business, as alternative energy sources were costly. Government did not subsidise tourism, which pushed up product prices.

CTT hosts township sessions every second month in different communities and with different products. Major challenges include loadshedding, which greatly affects small businesses. Another major challenge was the perception of safety and managing negative media coverage.

Local and rural municipalities must collaborate with tourist business entities on joint activities. Business tourism includes events and conferences. Applications were encouraged through formalised event structures in the city.

Advisory meetings were held regularly between CTT and rural municipalities. CTT did not compete with rural municipalities.

The Chairperson thanked the presenters for the discussion and participation.

Committee matters

The Committee considered the draft Annual Activities Report for 2022/23, and the draft minutes of the previous meeting held on 17 March. The minutes and report were unanimously approved and adopted.

The Chairperson thanked Members for their attendance. 

The meeting was adjourned.

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Revitalising Cape Town’s Tourism Economy

3 September 2021

The City of Cape Town has marked the start of Tourism Month with the announcement of several campaigns and strategies aimed at revitalising the key sector.

Speaking at the City Hall’s revamped Visitor Information Centre, a walk-in space boasting interactive screens where people and business groups can engage with products and experiences, Mayoral Committee for Economic Opportunities and Asset Management, Alderman James Vos, said the goal of inclusive growth was the driving force of the directorate.

“The sector contributed nearly 3% – or ZAR130 billion – to GDP in 2018 and 4,5% of those employed in South Africa worked in the tourism industry while 113 000 tourism jobs were held in Cape Town in that year. And that is not even taking into account the indirect value of tourism to other industries such as retail and manufacturing.

“Now consider that the volumes of tourists countrywide decreased by 72,6% from 10,2 million in 2019 to 2,8 million in 2020. This makes clear that tourism is everybody’s business,” said Alderman Vos.

Maintaining vital awareness

Through funding to partners such as the official Destination Marketing Organisation, Cape Town Tourism (CTT), Alderman Vos said the City was able to maintain vital awareness of the Mother City , stay connected with travellers before, during, and after their visit, and simultaneously empower local industry businesses with access to information, networking opportunities, exposure, and more.

Alderman Vos further highlighted actions already taken in the last year and a half, namely the Tourism Bounce Back Strategy and the Six-Pillar Destination Marketing & Communication Initiative positioning Cape Town as the premier destination in Africa to Visit, Live, Work, Study, Play and Invest.

Under the umbrella of the strategy, the City has:

• Attracted more airlines, via the Air Access initiative, back to Cape Town International Airport. In recent weeks, Emirates, Singapore Airlines, Lufthansa, and Turkish Airlines came back while British Airways is set to fly to and from Cape Town from November. Local hospitality businesses saw a resultant uptick in business with Cape Town hotel occupancy rates during the second quarter of 2021 recording a more significant improvement in occupancy than almost all other sub-markets in the country
• Spearheaded a call for National Government to roll out a Remote Work Visa to allow international working tourists to stay and spend in South Africa for longer periods
• Urgently appealed to the UK government to remove South Africa from its so-called red list and similarly appealing to other nations to also review their travel restrictions, particularly for vaccinated travellers
• Called on the National Transport Department to approve the request from US airline, Delta, to fly to Cape Town, a move that would be welcomed by US travellers, the majority of whom include the Mother City in their itineraries
• Launched Cruise Cape Town, a partnership with Wesgro, Transnet National Ports Authority, the Western Province Department of Economic Development and Tourism, the V&A Waterfront, and the South African Maritime Safety. With cruise ships due to set sail from South African ports in November, this is a critically important time to boost Cape Town’s destination profile in this high value market
• Appealed to National Government to roll out an e-visa
• Campaigned for the reduction of aviation taxes as a way of lowering the cost of air travel so that more South Africans can travel at an affordable rate.

Turning to next steps, the City’s economic opportunities mayoral member laid out a series of interlinked goals to realise inclusive growth, including:

• Boosting domestic tourism through CTT’s ‘Explore Captivating Cape Town’ local campaign
• Further targeting local tourists by highlighting affordability of products and services through initiatives such as CTT’s Pocket-friendly Challenge and list of 50 things to do for under R50 .
• Amplifying community tourism to show the diversity, cuisine and cultures of Cape Town. Local SMMEs were also encouraged to contact City’s Business Hub for advice relating to business growth.
• CTT will also be providing businesses with a Neighbourhood Experience Development training manual to help guide SMMEs through developing their operations and to encourage neighbourhood readiness for when travellers return. The manual was drafted together with experts at Cape Peninsula University of Technology.
• Using technology to make for a fuller and more seamless travel experience. An example of this is Namola, a travel safety app with whom CTT has collaborated. Alderman Vos said further tech solutions are being explored, such smart apps and enhanced search engine optimisation that would highlight Cape Town when would-be travellers are looking online for information about different kinds of activities or adventures around the world.
• Increasing international marketing to bring back the millions of travellers keen to visit the Mother City. At CTT, this will take shape under the ‘Find Your Freedom’ campaign where potential travellers will be able to choose their own Cape Town adventure in an interactive video. The body is also engaging with international partners to put branding in airports and train stations or subways to make sure potential travellers in key source markets become actual travellers.

Cape Town Tourism CEO, Enver Duminy, said that, on reflection of the past 18 months, the organisation had identified three high-level needs of businesses in the industry: marketing, increasing international demand, and financial support.

“At CTT, we have looked at first addressing the financial support to SMMEs. As such, we’re offering free membership until the end of this financial year. That of course comes with access to our research, network and exposure opportunities,” said Duminy.

A focus on key source markets

Asked about when he expected the industry to recover, Duminy said it must start immediately. “We need to focus on our key source markets. This means we need to play and hunt smarter in terms of our marketing in order to see that conversion from potential to actual tourists.”

The month will also include activations at various tourism and hospitality service providers in Langa, Mitchells Plain, Kirstenbosch, Khayelitsha, Woodstock as well as visits to schools to encourage Cape Town’s future entrepreneurs to understand the value of tourism and socially investing in their city home.

“Let’s face it: Covid-19 has changed everything. Most of us have had to make drastic changes to the way we live, work and play and brought into stark relief the challenges that have long rocked our country.

“But we can recover. With the tailwinds of innovation, collaboration and positivity pushing us, we can break barriers and create a more inclusive tourism industry that will fly higher than ever. But it will require us as government and industry leaders to radically reimagine how we work together, and reimagine what we offer to travellers looking for an experience they will not get anywhere else. There is no time to waste,” concluded Alderman Vos.

The City of Cape Town has marked the start of Tourism Month with the announcement of several campaigns and strategies aimed at revitalising the key sector. Speaking at the City Hall’s revamped Visitor Information Centre, a walk-in space boasting interactive screens where people and business groups can engage with products and experiences, Mayoral Committee for […]

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CAPE TOWN TOURISM

Country: South Africa

Website: http://www.capetown.travel

Cape Town Tourism is the city of Cape Town's official Regional Tourism Organisation, responsible for tourism marketing, visitor and industry services.  The Cape Town Visitor Strategy is recognised by the United Nations World Tourism Organisation as one of the world’s best.

Cape Town Tourism’s comprehensive website www.capetown.travel has user-friendly touch-points which allow online visitors to explore Cape Town through the social media landscape. Cape Town Tourism is contactable at +27 (0)86 132 2223 or [email protected]           

This is a short description about myself and what this site is about. I hope you enjoy being here!

Social cape town: a city that ‘gets’ social media.

In Reports , Social Media .

In 2009, in the run-up to the World Cup, Cape Town Tourism rolled out its first digital tourism marketing strategy. Five years later, the city is now widely recognised as one of the world’s leading destinations when it comes to making best use of digital and social media.

It’s fair to say that one woman spearheaded the far-sighted revolution. In the early part of the millennium, Mariette du Toit-Hembold had pulled together the city’s fragmented tourism industry under one roof – an achievement many destinations still work toward.

And in 2004, at the aged of 28, she became the first CEO of the newly-formed Cape Town Tourism (CTT). The brand has gone on to collect a trophy cabinet of gongs and accolades for its marketing strategy and innovation, including recognition from the UN World Tourism Organisation and US magazine Travel & Leisure (#SMITTY award for best overall use of social media globally).

After nearly a decade at the helm, she left CTT last autumn to set up her own tourism marketing agency in Cape Town, Desinate , having helped secure three more years of funding from the city. Cape Town Tourism is in a strong position to keep innovating in social and digital.

In a video interview , she summarised how the city went about embracing the new mediums. “We all know that the world has changed fundamentally. Our world is so much more social now and it’s so important to have the customer at the centre of our marketing.”

Its Facebook page has 311k fans, one of the world’s biggest in tourism, helped by a FB game launched in 2012 but with a tremendous attention to constantly posting content. “The secret has been to allow it to grow organically,” she said. “Really investing in time and effort and getting cool people to work on it who really ‘get it’ and to continue to innovate and learn.”

A key strategy has also been to build around the hashtag #lovecapetown. The idea is to encourage Cape Town residents and visitors to create content, so that the potential customer has peer-to-peer information and reviews to rely on – it’s not just Cape Town Tourism pushing a message. The CTT website has a #lovecapetown section, “for the people who love Cape Town, by the people who love Cape Town.” It is a space ‘for authentic voices and personal stories. Your pictures, your blog posts, your #lovecapetown moments,’ it adds.

Says Du Toit-Hembold: “The essence of everything we do is about the stories we generate. We have provided platforms for people to tell those stories – and for us to stand back and not interfere. There’s nothing plastic about it – it’s very real and authentic.” The philosophy has become central in the past five years. Keith Jenkins, CEO of travel blogger consultancy iAmbassadors, worked with CTT on two #lovecapetown projects, bringing overseas bloggers to the city, in 2012 and 2013 . “The campaigns contained a big element of crowdsourcing travel tips,” he says. “The iAmbassador bloggers were basically utilised to get Capetonians to talk about their city and share their favourite spots and tips. The result was a barrage of tips via Twitter (Capetonians are very tuned into social media) which were collected and displayed on the Cape Town Tourism blog.

“A point to make is also how well CTT has integrated traditional media channels into the #lovecapetown campaign, mobilising newspapers, radio and TV stations to cover the campaign, interviewing the bloggers and doing all sorts of articles. I loved how traditional and new media were weaved together so seamlessly to give the relatively small campaign a lot more weight.”

Integrating traditional media and continued use of the hashtag are clever and sensible ideas. It’s a long-term strategy after all, with CTT helping accommodate everybody to promote the city together – and not launching a series of one-off, unrelated projects as so many Destination Management Organisations (DMOs) still do.

At the heart of South Africa’s digital tourism industry

The event will be held at the city’s International Convention Centre, with organisers claiming it is set to be “the leading B2B exhibition for the inbound and outbound African travel markets.”

It also sees the launch of the first WTM Vision conference in South Africa on Friday May 2. WTM also runs Vision conferences at four other destinations globally.

The latest travel trends will be discussed by Euromonitor, while the second Vision session will be from Digital Tourism Think Tank, an initiative which aims to provide thought leadership to the tourism industry in digital marketing best practice. Called ‘Mobile is here to stay – 2014 Goes Mobile’, the session will present global and African case studies of tourism organisations and businesses which have successfully incorporated mobile into their digital marketing.

The session reflects the growing importance of mobile in accessing social and digital content, and reinforces Cape Town’s growing importance within Africa’s tourism industry as a digital visionary.

In September, the city will host the E-Tourism Africa Summit, 2014 , following on from last year’s successful event . You can follow the hashtag #eTAS14 for more.

“At South Africa Tourism, we need to lead and teach the trade to embrace all digital and new forms of marketing and communication,” says SAT’s global manager of digital, William Price. “Social media only a part of the mix, and we have to keep on the cusp of the wave and keep the sharing going. “Teaching and leading the trade is no small feat, and we love being able to learn from them and to get them to pull together to build the travel industry in South Africa, making use of all the online super powers that we as destination marketers now have access to.”

South Africa Tourism has partnered with Cape Town Tourism in working together on digital initiatives, including this weekend’s #meetsouthafrica blogging campaign. SAT now has the largest Twitter account in Africa and, adds Price, “we love the results we are getting using Pinterest.”

Interestingly, he highlights Google+ for results that “for us, have been awe inspiring. Google+ has been amazing as it’s been one of the platforms that we couldn’t have anticipated. Growing the G+ community in SA has been phenomenal and the community engagement has been very deep. Comments, shares and likes have given us a lot to work from and we’re learning more and more about the consumer needs via G+ in ways that Facebook and Twitter haven’t been able to offer similar insights on as the G+ environments are so well integrated into how consumers browse our sites and blog.

South Africa Tourism will introduce a TechZone at the INDABA travel trade show, to be held in Durban from May 10-12, and Price says SAT will continue to innovate. “We can’t afford to ignore any new social media networks, and we certainly cannot stop trying to find ways in how we can take our destination to new audiences; we’re having a lot of fun in the social spaces and the audience engagement has taught us so much about what the consumers want and expect, which is dramatically different to the old school mass media work we have been so used to doing.

“Consumers want authentic experiences. Brands and DMOs don’t offer an authentic view of their destinations and so consumers are seeking our peer-to-peer and real recommendations. This is where User Generated Content is critical in destination marketing. This is where we are focusing on and curating great UGC to supplement the marketing communications we do.

“The numbers for us are always important and if we’re making any kind of impact, they reflect immediately in the likes, comments and shares. In totals last year we had massive growth in all our owned, earned and paid for platforms. We’re updating the data now, but here’s what we did last year .”

The #meetsouthafrica campaign

This weekend, 14 bloggers will begin travelling throughout South Africa in the latest campaign to raise awareness of the country’s tourism potential through the ongoing use of hashtags.

The campaign, #meetsouthafrica, is in its second year having had a pilot in 2013. The results were so good that South Africa Tourism (SAT) will run at least three campaigns this year using the hashtag.

The bloggers – 10 international and four domestic – will spend 10 days travelling in the country, with Cape Town a key component of the itinerary. Cape Town Tourism (CTT), like its bigger sister, is a strong believer in bringing in bloggers to create content, then continuing the hashtag presence (#lovecapetown) after the event to sustain the campaign.

William Price, SAT’s global manager of digital, says: “This year we have some new bloggers and less to do – we tried to cover too much in too short a time last year. Getting great value means giving the bloggers enough time to create great content (a key learning from last year).”

A case study of the 2013 #meetsouthafrica campaign is revealing. There were 6,535 mentions of #meetsouthafrica during the campaign, and overall a total of 9,970 tweets and 1,059 Instagram photos using the same hashtag.

Cape Town was the most hashtagged place, with Soweto second. Overall, SAT estimates there were 161m opportunities for social media users to engage with South Africa, the marketing equivalent of $40m, according to Price. “It’s been the single biggest travel blogging event in Africa – and the results for us has been more than 31 times the investment in terms of PR value and ROI (return on investment).”

Most interestingly, the bloggers contributed just 36% of the #meetsouthafrica conversation – the other two-thirds came from the public. So the bloggers provide the things to talk about, and the public pick up on that and expand. It’s why SAT and CTT have kept their hashtags going, as do other destinations like New York City.

And it’s why the exercise is being repeated, to refresh and add to the amount of content. Says Price: “This year we hope to get more than 220 million opportunities to see, and far more engagement via Twitter, Facebook and Instagram while our bloggers traverse the country. “Last year’s massive numbers are going to be tough to beat, but we aim to get more conversation, more inspirational content and better integration of the blogger’s content across our marketing channels to showcase our Heritage and Culture, Adventure and Luxury (this years’ themes).

“Bloggers are a key area of our social marketing strategy as they command online influence. They aren’t however the only weapon in our arsenal. We partner with Expedia, TripAdvisor, WAYN.com – and are going to do far more this year with Facebook and Instagram to make sure we can create opportunities to share inspiration and information in a highly impactful way to get more leisure and business travelers to consider South Africa as a destination.

“We will be making sure we get the bloggers in the picture too – this year we have a film crew on the trip capturing the bloggers doing their thing as we build towards a more comprehensive campaign this year.”

The blogger’s perspective

The blogger campaign #meetsouthafrica is about to start its second round. How important is such exposure to Cape Town and the other SA destinations involved?

#meetsouthafrica has proved to be invaluable in the marketing of South Africa and the various destinations it offers. Cape Town will only be visited by one of the groups this time, as the focus will be spread across the country with the bloggers divided into Heritage, Luxury and Adventure groups for their time here. Although I know that the #loveCapeTown sentiment will prevail and I have sneaky suspicion that many of the international bloggers will extend their stay to visit Cape Town.

South Africa, and Cape Town in particular, seem to have understood and implemented social media campaigns better than most destinations. Agree? And if so, why is that?

I certainly do agree and its been wonderful to be a part of it and get to know some of the key role players that led Cape Town to win the Travel and Leisure Smitty Award for best overall use of social media. As well as a Cannes Lions Gold Award for their advertising agency that worked on the ‘Send your Facebook profile to Cape Town’ campaign. Hashtags such as #meetsouthafrica and #lovecapetown also offer everybody ownership of our city and country, they invite involvement and has been warmly embraced.

Has there been as much emphasis from South Africa Tourism/Cape Town Tourism in working with locally-based bloggers as there has with international writers/bloggers? Is it a fair/good balance?

Both SAT and CTT have done much to gain the support of local bloggers with their respective campaigns. They acknowledge our worth and potential influence. Specifically Cape Town Tourism which has encouraged bloggers to contribute to the CTT blog, use the hashtag and in turn shared the content on their official accounts. My favourite is Love Cape Town – a page for people who love Cape Town by people who love Cape Town. It’s a thrill to see your contributions shared here. That said, it is as important to build relationships with local bloggers as it is with international ones. Also to bridge the divide between the two. This is all so new to us and I believe that they are doing wonders and mostly getting it just right.

Following on from that, how do you rate SA travel bloggers as a whole? Co-operative, progressive, commercially savvy? A bunch of disconnected writers doing it for themselves? Or somewhere in between?

I’d say somewhere in between. There is much goodwill and travel bloggers seem to be the most ready to collaborate and form a community. My background is travel and tourism, its what I know and do, which means that my blog is a natural extension of me. Although many lifestyle and food bloggers are now adding an element of travel to their blogs. The freelance writing world is rather cut-throat, as many creative industries can be. Generally I think we are savvy, fun and rather progressive. Mostly willing to learn too, as we don’t always get it right. Sticking my neck out, I’d rather be a travel blogger than any other.

What’s your opinion on how other Cape Town tourism brands, such as tour operators/hoteliers, use social media? Beginners, OK or brilliant?

Mostly, bar a few, are beginners. It really is an area that needs developing, but as yet I’m not sure they are seeing the true value and simply aren’t taking the time required.

Is it the public or private sector driving digital and social marketing in travel in SA. And how far/well are they doing together or individually? Long way to go?

I’d say the private sector is driving digital and social media in this city with some successful cross over projects leading the way.

Interview by Steve Keenan

Dawn is also this week setting up the first Travelmassive in Cape Town.

In an interview to mark the event, she lists her favourite travel blogs to visit as Cape Town Magazine , Cape Town Tourism blog , Future Cape Town and The Getaway travel blog .

You can also find Dawn on Twitter , Facebook , Pinterest , Instagram and YouTube .

Cape Town and the TripAdvisor effect

The city is again riding high in the travel review site’s annual Traveller’s Choice Awards, making the global top 20 again as a destination in 2014 and placed second in the ranking for Africa after Marrakech. Cape Town is no stranger to the awards and has appeared in the top 25 every year since the launch of the awards in 2010. In 2011, the city took the top spot worldwide. Announcing its 2011 victory, TripAdvisor’s Emma O’Boyle cited the city’s “beautiful scenery, great wine and gorgeous weather”.

Cape Town’s success as a destination is in no small part down to its highly rated hotels, with the Cape Grace and 2Inn1 Kensington – two hotels that could hardly be more different – doing particularly well in TripAdvisor’s Traveller’s Choice awards at the hotel level.

Cape Grace has received a Traveller’s Choice Award this year in the luxury category. Some 88% of reviewers of this hotel with its enviable location on the Victoria & Albert Waterfront have rated this property in the top category of Excellent. In the 2013 Awards, Cape Grace was voted number 2 in the world. General manager Sandy Pollard said of the award, “We take great pride in this  recognition bestowed on us by our guests. We are delighted to be considered amongst the world’s finest  and this award acknowledges each and every staff member’s contribution and effort to raise the bar and provide the ultimate luxury hotel experience for our guests.”

TripAdvisor users have ranked 2Inn1 Kensington as their choice in both the small and romantic hotel categories. This nine-room guesthouse has a grand total of zero poor and Terrible reviews on TripAdvisor from around 500 posted by reviewers who call it a “home away from home”, “outstanding” and with a “stratospheric service level”.

TripAdvisor’s James Kay says the rankings “are based on the more than 100 million reviews and opinions from travellers on TripAdvisor, including traveller ratings for specific categories”. The review site uses an algorithm to crunch reviews, opinions “as well as the quantity and recency of content written on TripAdvisor”.

Why are these awards important? The TripAdvisor awards generate large amounts of traditional and social media coverage. Higher TripAdvisor rankings – and there is clearly some correlation between this and winning an awards – have regularly been shown to lead to greater bookings, such as in this research from Micros.

Cape Town has also come second among international cities in TripAdvisor’s Tripindex which ranks destinations according to the average prices for room service.

CEO of Cape Town Tourism, Enver Duminy, remarked; “It is important to be consistent with our pricing and to sustain the perception of offering value-for-money products and services to locals and travellers alike, even when our own currency favours the pockets of many of our visitors. These recent “best value” accolades substantiate our message that Cape Town is affordable for travellers both in terms of accommodation and in many of the added extras.”

Breakout: Cape Town on the up

A recent survey for Cape Town Tourism showed that the most important sources of information for visitors were word of mouth (40%) and the internet (31%). Traditional media came in at just 16%. Clearly sites like TripAdvisor (main story) are hugely important in the trip planning process.

The city’s hotels are also enjoying better results. Tourist arrivals in the city are up while occupancy in Cape Town’s hotels stood at 63% in 2013, up 1.1% on the previous year. A welcome sign for hoteliers is that revenue per available room (RevPAR) has been growing strongly over the recent southern winter. In November 2013, January and February 2014, RevPAR was up by more than 20% on the previous year.

Infographic: Social Cape Town in Numbers

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the ultimate mother city guide

Elevating tourism safety: south africa’s strategic approach.

South Africa’s National Tourism Safety Strategy (NTSS) is a threefold approach to address safety concerns in the tourism industry. The strategy includes preventative actions, responsive actions, and follow-up programs to enhance the visitor experience and shift perceptions of South Africa as an unsafe destination. Measures such as a Crisis Management Communications Plan, partnerships with law enforcement, and the deployment of Tourism Monitors to key attractions and sites aim to facilitate the practical implementation of the NTSS. The overall goal of the strategy is to safeguard both domestic and international tourists, alter perceptions about South Africa as a destination, and secure its position as an appealing and safe destination for tourists worldwide .

What is South Africa’s National Tourism Safety Strategy?

The National Tourism Safety Strategy (NTSS) is a collaborative effort between the South African government and private sector to address safety concerns within the tourism industry. Its threefold approach includes preventative actions, responsive actions, and follow-up programs aimed at enhancing the visitor experience and shifting perceptions of South Africa as an unsafe destination. The strategy includes measures such as a Crisis Management Communications Plan, partnerships with law enforcement, and the deployment of Tourism Monitors to key attractions and sites.

A Strategic Response to Tourism Safety Concerns

In the current era marked by increasing global interconnectedness, the attraction of travel and tourism has never been so compelling. However, this global curiosity also brings about a heightened sensitivity and apprehension towards safety. South Africa has acknowledged this crucial element of the tourism industry, and in response, has formulated a broad National Tourism Safety Strategy (NTSS). The aim of the NTSS is to establish a cooperative platform between the public and private sectors to tackle safety concerns within the tourism industry.

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The NTSS is founded on three principal components: preventative actions, responsive actions, and follow-up programs. The objective of this threefold strategy is to give tourists a sense of security even before they commence their journey to South Africa.

The South African Minister of Tourism, Patricia de Lille, aptly encapsulated the purpose of this strategy. She stated that the NTSS seeks to “enhance the visitor experience and ultimately shift perceptions of South Africa as an unsafe destination”. The minister underscored the value of stakeholder collaboration and communication, asserting that the NTSS is committed to “implementing mechanisms to ensure swift and effective aid to tourists in distress should a crime occur.”

Instituting Safety Measures and Partnerships

To facilitate this, the Tourism Business Council of South Africa (TBCSA) has set up a committee responsible for creating a clear Crisis Management Communications Plan and Protocols. These protocols are designed to provide explicit procedures during a crisis, ensuring that the response is coordinated, consistant, and effective.

The NTSS has also reached an important milestone with the signing of a Memorandum of Understanding (MoU) with the South African Police Services (SAPS). This alliance underlines the commitment to prevent, investigate, and combat crimes which impact the tourism industry, and guarantee the safety and well-being of tourists. The MoU is dynamic and open to changes that incorporate other private sector initiatives aimed at strengthening safety and security.

Real-World Implementation and the Role of the Tourism Monitors Program

A crucial component of the NTSS’s practical application is the Tourism Monitors Program (TMP). This initiative reflects the wider government intervention that involves training, mentorship, and deployment of unemployed youth at identified tourism attractions and sites. The government has allocated a substantial R174 million for the deployment of Tourism Monitors in the current fiscal year.

The primary goals of the TMP are multifold. It seeks to enhance tourism safety awareness at key attractions and sites, offer vocational training to unemployed youth, and minimize tourist vulnerabilities. The program plans to deploy 2,300 Tourism Monitors across South Africa. These monitors will be located at entities managed by South African National Biodiversity Institute (SANBI) Gardens , iSimangaliso Wetland Park , Ezemvelo Nature Reserve, national parks managed by South African National Parks (SANParks), and airports managed by Airports Company South Africa (ACSA).

In summary, the National Tourism Safety Strategy is a collaborative effort by the South African government and private sector to safeguard both domestic and international tourists. It marks a significant step towards altering perceptions about South Africa as a destination and securing its position as an appealing and safe destination for tourists worldwide. With its combination of proactive, responsive, and aftercare measures, along with a strong focus on stakeholder collaboration and communication, the NTSS presents a hopeful strategy for tourism safety both within and beyond South Africa’s borders.

1. What is South Africa’s National Tourism Safety Strategy?

2. how does the ntss aim to enhance the visitor experience.

The NTSS aims to enhance the visitor experience by providing tourists with a sense of security even before they commence their journey to South Africa. The strategy includes measures such as a Crisis Management Communications Plan, partnerships with law enforcement, and the deployment of Tourism Monitors to key attractions and sites.

3. What is the role of the Crisis Management Communications Plan?

The Crisis Management Communications Plan is a protocol designed to provide explicit procedures during a crisis, ensuring that the response is coordinated, consistent, and effective. The plan is created by the Tourism Business Council of South Africa (TBCSA) to facilitate a swift and effective aid to tourists in distress should a crime occur.

4. What is the Memorandum of Understanding (MoU) signed by the NTSS?

The MoU is a partnership agreement between the South African Police Services (SAPS) and the National Tourism Safety Strategy (NTSS). It is designed to prevent, investigate, and combat crimes that impact the tourism industry, and guarantee the safety and well-being of tourists. The MoU is dynamic and open to changes that incorporate other private sector initiatives aimed at strengthening safety and security.

5. What is the Tourism Monitors Program?

The Tourism Monitors Program (TMP) is an initiative of the wider government intervention that involves training, mentorship, and deployment of unemployed youth at identified tourism attractions and sites. The primary goals of the TMP are to enhance tourism safety awareness, offer vocational training to unemployed youth, and minimize tourist vulnerabilities. The program plans to deploy 2,300 Tourism Monitors across South Africa.

6. What are some of the attractions and sites where Tourism Monitors will be deployed?

Tourism Monitors will be located at entities managed by South African National Biodiversity Institute (SANBI) Gardens, iSimangaliso Wetland Park, Ezemvelo Nature Reserve, national parks managed by South African National Parks (SANParks), and airports managed by Airports Company South Africa (ACSA).

• national tourism safety strategy
• patricia de lille
• tourism safety

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National Tourism Sector Strategy (NTSS) 2016-2026

The final National Tourism Sector Strategy (NTSS) 2016-2026 has been published. It is the second NTSS for South Africa. "The first National Tourism Sector Strategy (NTSS) for South Africa was published in 2011 as a ten-year Strategy, with targets from 2010 to 2020. It has recently been the subject of a review to determine what adjustments, if any, need to be made given the changing domestic and international environment and in light of lessons learned from the implementation process. The review has taken into account the emergence of important trends in global markets, as well as South Africa’s competitive strengths and weaknesses. An essential part of the exercise was an assessment of the potential and the identification of pathways for the South African tourism economy to play an enhanced role in the growth of the overall economy. The process has culminated in a second iteration of the NTSS.

The NTSS focuses on inclusive growth, which must fundamentally be based on domestic and international tourist market growth and expenditure increases. While the national tourism marketing agency, South African Tourism (SA Tourism) has a detailed methodology for identifying priority markets, the NTSS further links the marketing plans to broader development imperatives, including addressing barriers to growth and the building of a transformed and inclusive tourism economy. This growth will, by the values that drive South Africa as a developmental state, be inclusive, responsible and sustainable. It will also be underpinned by an awareness of the imperative of the wise use of scarce resources."

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