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industry news September 2011


Moving forward: strategy and momentum

Cape Town Tourism CEO

Cape Town Tourism celebrates World Tourism Month this September and we have a host of exciting events taking place across the city. A number of developments and appointments also have taken place at Cape Town Tourism that we would like to share with our members.


Cape Town Tourism has appointed Ogilvy as its advertising agency for the remainder of the organisation’s financial year. Ogilvy was selected against a set of criteria based on their ability to deliver on our mandate and strategic objectives and is supporting the marketing team in the development and implementation of Cape Town Tourism’s marketing campaign as a key element of our strategic plan.


Cape Town Tourism has also appointed Velma Corcoran as executive marketing manager and Kaanita Coleman as e-marketing manager. Corcoran’s focus is the implementation of the global marketing campaign. She brings specialist branding and communications expertise to our team at a time when we are committing to a strategy based on a strong urban brand positioning to grow demand for Cape Town locally and globally.


Coleman heads up the organisation’s e-marketing activities, a key focus as part of its drive to remain future-fit. Coleman’s appointment is timely with Cape Town Tourism’s strong presence and leadership in the e-marketing discipline recently being confirmed with a listing as the world’s 13th most influential tourist board and destination marketing organisation (DMO) online by ranking website Influencers in Travel. Cape Town Tourism is also set to co-host the fourth annual e-Tourism Africa Summit at the Cape Town International Convention Centre on September 15 and 16, 2011.


We look forward to sharing our marketing campaign with you at our Annual General Meeting at the Cape Town International Convention Centre on October 17, 2011.


Mariëtte du Toit-Helmbold

CEO: Cape Town Tourism


Visitor and Member Management System


In line with Cape Town Tourism’s future-fit strategy, and a move away from decentralised administration, we are implementing a customer relationship management and data management system called the Visitor and Member Management System (VMMS).


The main customer groups in mind during the design of the VMMS are our visitors, members and the Cape Town Tourism team. 


The VMMS will draw information from our accounting system, Syspro, our point-of-sale programme and the membership portal and translate it into one language, creating a dialogue with our website.


To find out more about this exciting venture please visit our dedicated VMMS web page where further explanation on the Visitor Member Management System and its various benefits for visitors and members is provided.


We also answer pertinent questions around VMMS under "Frequently Asked Questions" (FAQ) on this web page.

World Tourism Month 2011: Tourism Linking Cultures



September is global World Tourism month, which was decided by the United Nations World Tourism Organization (UNWTO) and the theme for 2011 is Tourism: Linking Cultures. In celebration, Cape Town Tourism is running the third My Cape Town campaign.


During September, main sponsors Cape Point, City Sightseeing, Table Mountain Cableway and the V&A Waterfront join forces with Cape Town Tourism and supporters to give away thousands of vouchers for visitor attractions and public transport.


Cape Town will be host to a series of exciting and engaging events like Creative Week Cape Town (September 9 to 18), the Loerie Awards, and the free My Cape Town concert at the V&A Waterfront Amphitheatre on September 25. A free World Tourism Day event will be held at the Cape Town Station Forecourt on September 27.


Membership renewal


September marks Heritage Month, World Tourism Month and the My Cape Town campaign. September also marks the start of Cape Town Tourism’s new membership year and time to renew your membership. As a member, you can take advantage of a wealth of opportunities and link your business to a dynamic tourism network.


A Cape Town Tourism membership provides brand exposure; alignment with the official Cape Town Tourism brand; marketing opportunities; business support; enquiries and reservations; and discounts with preferred service providers.


Annual membership fees start at R333, including VAT, and there are discounted rates for businesses in their first three years of operation.


To find out more about what Cape Town Tourism members receive for their investment, please read our list of member benefits and if you want to become a member read more about our membership citeria.


We have also updated our code of conduct for members. Please familiarise yourself with the content.

A Tourism Draft Bill for South Africa


A Tourism Draft Bill for South Africa was published in the Government Gazette on August 5 with a call for comment by Minister of Tourism Marthinus van Schalkwyk.


The Bill provides for the continued existence of the South African Tourism Board and the establishment and publication of the National Tourism Sector Strategy. Provisions in the Bill include:


• The gazetting of norms and standards;
• Establishing a code of conduct for different sectors within the industry;
• The development and implementation of a national quality assurance and grading system; and
• The continued existence of the Tourism Grading Council of South Africa as a juristic body to implement the grading system.


Cape Town Tourism's Enver Duminy, executive manager: tourism services, and Wendy van der Byl, marketing manager, attended a presentation of the National Tourism Sector Strategy on August 19.


Key points discussed at the presentation included:


• Building onto and fine-tuning South African Tourism marketing campaigns in core investment, tactical and watch-list markets;
• Developing a strategy for the African market;
• Developing distribution systems for the domestic market; and
• Staying at the forefront of development in electronic information distribution and online and mobile reservation systems.


Cape Town Tourism members can download the document from the Department of Tourism website and submit their comments to the director general of the Department of Tourism by Friday, September 30.


Upcoming events


Creative Week Cape Town
September 9 to 18
Cape Town
+27 (0)21 419 1881


Loeries Festival Weekend
September 16 to 18
Cape Town

The Loerie Awards
September 17
+27 (0)11 326 0304

Iziko Heritage Week
September 20 to 26
Various Iziko Museums
+27 (0)21 481 3800


Open Book Festival
September 21 to 25
The Fringe


Heritage Day/National Braai Day
September 24

My Cape Town concert
September 25
V&A Waterfront Amphitheatre
+27 (0)21 487 6800

World Tourism Day and My Cape Town event
September 27
Cape Town Station Forecourt
+27 (0)21 487 6800

Members’ noticeboard



  • Statistics South Africa will be conducting data collection for Census 2011 from October 9 to 30. Owners of hotels, hospitals and B&Bs – classified as "special dwelling institutions" – will be visited on October 9 to complete a questionnaire. Census fieldworkers can be identified by means of a blue over-shirt and Census cap.

  • South African Tourism India is inviting members of the tourism industry to attend the 2012 South African Tourism Roadshow, which will be visiting five cities – Mumbai, Bangalore, Chennai, Delhi and Pune – from January 30 to February 6. Email to register before October 15, 2011.

  • Cape Town Tourism is inviting its members to participate in the South African Destination Awards, presented by Cape Info. Visitors and citizens can rate and review destinations and readers can comment on the entries of competing destinations with constructive criticism and suggestions.

  • Cape Town Tourism has negotiated a discounted rate of R2 000 for its members to exhibit at the Gay and Lesbian Wedding Expo, which takes place at the Strand Towers Hotel on October 29 and 30, 2011. More than 30 exhibitors, including travel agencies, designers, florists and caterers will participate at the event. For more information contact Denver on +27 (0)78 231 4705 or request the event proposal from

  • The City of Cape Town is preparing to introduce a new Cape Town Zoning Scheme (CTZS) to streamline the current system. Owners are encouraged to view the zoning map for their area to ascertain the zoning status of their property and to log any comments or discrepancies with the city on or before September 23, 2011. The zoning maps are available for viewing at the City’s District Planning offices or on the city’s website.


WDC 2014


Cape Town is bidding to be the 2014 World Design Capital (WDC). Visit for more information.



Vote for Table Mountain



Table Mountain has been nominated as one of theNew7Wonders of Nature , and every vote counts! Vote online or SMS “Table” to 34874 as often as possible. Each SMS
costs R2.


Industry responds to Property Rates Amendment Bill


The Property Rates Amendment Bill has caused a wave of uncertainty amongst guesthouse and bed and breakfast (B&B) owners over the course of the past month.


The Bill was issued to redefine residential property that “accommodates persons other than the owner for gain” as commercial property, subsequently doubling the municipal rates payable by owners.


An initial outcry was heard from the residential rental property sector and civil rights organisation, AfriForum, set out to challenge the constitutionality of the Bill. The Cape Chamber of Commerce, has since expressed its concern that the Bill unfairly targets B&B owners and will put the tourism industry, already under considerable strain, under even more pressure.


Michael Bagraim, president of the Cape Chamber of Commerce, pointed out the importance of customer experience and community involvement in a recent interview with online publication This Tourism Week:


"B&Bs spread the benefits of tourism into the suburbs and townships. This creates a friendly and welcoming climate for tourists and it helps to bring them back on future holidays,” he said.


The South African government recognises and applauds the role of the private sector in tourism policy documents. The importance of its role in providing a quality service to visitors and promoting the involvement of local communities in tourism, thereby extending the benefits of tourism to local communities, has been clearly stated.


Cape Town Tourism CEO Mariëtte du Toit-Helmbold says “Cape Town Tourism’s membership base is strongly represented by SMMEs [small, medium and micro enterprises] including B&Bs and guesthouses. We share our members’ concerns about the impact that the Property Rates Amendment Bill will have on their operating costs, and the job security of people from surrounding areas, who rely on these small businesses for their livelihood.”


Cape Town Tourism would like to invite our accommodation members to give their input regarding the Property Rates Amendment Bill. Please email your comments to the industry services manager, Cathy Alberts, on

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+27 (0) 21 487 6800
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