industry news July 2011

From the Cape Town Tourism CEO

Tourism sector battling the downturn, but not in crisis

Globally, the tourism sector is battling in the face of tough economic times and rapidly changing travel behaviour. Cape Town is no exception.

This said, Cape Town Tourism cautions against alarmist statements about a tourism crisis. “We are in the middle of winter, traditionally a very tough time for the tourism sector in Cape Town,” says Cape Town Tourism CEO, Mariëtte du-Toit Helmbold. “The increased supply, decreased demand and lingering recession add to the challenges the tourism sector faces.”

Much of the commentary about the dip in tourism has hinged on the notion that the 2010 FIFA World Cup™ had no immediate positive economic effect on the tourism sector. It has been proven internationally that an event in itself is not enough to affect a destination’s future economic growth; it is merely a catalyst for growth.

“The World Cup was a facilitator for long-term economic development, a powerful awareness and marketing platform and it provided an infrastructural legacy that is shaping and changing our city for the future,” says Du-Toit Helmbold.

The improvements to road infrastructure, new pedestrian and cycle routes, upgrades of the Cape Town International Airport and central railway station, as well as the start of a new rapid bus service as developments that have significantly increased the efficiency and liveability of Cape Town.

Exposure garnered during the World Cup via international broadcasts is probably one of the biggest benefits to the city. Positive coverage of Cape Town and South Africa has enhanced our image and heightened awareness of us, particularly as a travel destination.

However, from a Cape Town perspective, there was a missed opportunity – the city did not have a consolidated, over-arching brand incorporating business, investment and tourism that could be leveraged in the lead-up to the World Cup.

The new Cape Town brand is currently in the final stages of creation. The World Cup provided great input and material for the development of the brand, specifically in positioning Cape Town as an inspiring urban destination that has appeal for diverse audiences. Click here to read more about the business case for brand Cape Town.

“As tourism, business, investment and government, we cannot ignore the real danger the tourism sector faces by reverting to tried, tested and outdated marketing methods and continuously operating in silos,” says Du Toit-Helmbold.

“Cape Town has a long way to go before the majority of our citizens can call it a great place to live, but the World Cup was a good launch pad for the future. We are a better, brighter, more world-friendly city than before and we have to credit the World Cup with this legacy. Let us build on this platform.”

Click here for the full tourism sector update.

Mariëtte du Toit-Helmbold
CEO, Cape Town Tourism

www.capetown.travel

2014: A milestone for South Africa and a new design for the future

The year 2014 represents a significant milestone for South Africa as it will mark 20 years since the country’s first free democratic elections in 1994.

Cape Town has just been selected as one of only three cities to make it into the final round for consideration as the World Design Capital 2014. If we win, it will be the perfect year for Capetonians to support the theme of Cape Town’s bid which celebrates our democracy: “Live design. Transform Life”.

The story at the heart of Cape Town’s bid theme is about the city’s use of design to overturn the negative legacy of its colonial and apartheid past.

Being shortlisted for the World Design Capital 2014 title is yet another opportunity to change perceptions and reposition Cape Town, South Africa and Africa on the world stage.

Click here to read more about Cape Town’s Design Capital hopes for the future.

Cape Town winters are cool for creatives

10x10 Low-cost Housing Project

Cape Town is widely recognised as a cool, creative city with many design-inspired events, businesses and spaces. From cafés, jewellers and boutique fashion stores to designer goods markets, galleries and product showrooms – there is no shortage of design.

Working together with the Design Indaba organisation, the Cape Town Partnership and Cape Town Tourism have created the Design Route, which is a route map showcasing an assortment of the top Western Cape-based designers. Copies of the Design Route Map can be found at Cape Town Tourism’s Visitor Information Centres.

Click here to read more about some community-driven design projects in Cape Town.

Quotable quotes

Cities are incubators of innovation and ideas, epicentres of modern, living culture. Design is increasingly becoming a fundamental tool to ensure that Cape Town is more competitive, liveable and efficient. Cape Town’s position as an innovation hub sets us apart from any other South African and African city. As Cape Town moves into the future, we are convinced that it will become an ever more exciting place to live in, work in and visit. – Mariëtte du Toit-Helmbold, Cape Town Tourism CEO

“We are building an inclusive city, one based around five pillars: The opportunity city, the safe city, the caring city, the inclusive city and the efficient city. Design is a tool for all of these areas of transformation. It is able to inform us as to how we can best provide employment and upliftment to improve the quality of life of our citizens.” – Patricia de Lille, executive mayor of Cape Town

“World Design Capital is more than just a project or programme – it’s a global movement towards an understanding that design does impact and affect quality of human life.” – Mark Breitenberg, president of the International Council of Societies of Industrial Design

Upcoming Joint Association Member Meeting Session (JAMMS)

Cape Town Tourism, the Federated Hospitality Association of Southern Africa, the South African Association for the Conference Industry and the Southern Africa Tourism Services Association bring you an informative session on how to grow and sustain your tourism business in 2011.

The session will take place at the Vineyard Hotel on Wednesday, July 20, from 15h00 through to 17h00. Members of the four organisations will not be charged entrance. There are limited seats available, please RSVP to Teresa Towers +27 (0)21 939 9492, or via email, before Monday, July 18.

The future of luxury travel

International Luxury Travel Market (ILTM) released the first findings of their global research project on the luxury travel industry at ILTM Asia 2011. The objectives of the ongoing research study are to identify key supply and demand trends, to explore the future of the business relationship between buyers and suppliers and to establish benchmarks for the global luxury travel industry.

The good news is that the luxury travel industry will continue to recover from the financial crisis, demand is expected to grow, and Cape Town is top of mind as a luxury destination in Africa and the Middle East, along with Dubai.

The report includes key information on the segments for luxury travel (the three “As” of luxury), changes in demand, the four traveller profiles and destination trends.

Click here to read more about the ILTM report’s findings and to download a copy.

Upcoming events

African Fashion International Cape Town Fashion Week

July 13 - 16

Cape Town

www.afisa.co.za

Ubuntu Festival

June 15 - July 18

St. George's Mall, Cape Town

+27 (0)21 556 8200

www.saubuntu.co.za

Winter Classic Film Festival

June 20 - July 16

The Fugard Theatre Bioscope on Caledon Street, Cape Town

 +27 (0)21 461 4554

www.thefugard.com

Stellenbosch Wine Festival

July 28 - 31

Paul Roos Centre, Stellenbosch

+27 (0)21 886 4310

www.webtickets.co.za

Tourism Community Development Trust Annual Fundraiser

August 26

The Mount Nelson Hotel Ballroom, Cape Town

+27 (0)21 794 2676

www.tcdtrust.org.za

Members’ noticeboard

• Cape Town Tourism has negotiated a special deal with the publishers of the book The Consumer Protection Act Made Easy. The normal selling price is R180 per copy, but if we manage to grow an order of 100 copies and above from our members, then the price will be lowered to R100 per copy. Those interested should contact Coleen van Staden via email by July 20. Once ordered, the books will be available for collection at Cape Town Tourism’s Visitor Information Centres.

• Cape Town Tourism, in partnership with Cape Town Routes Unlimited, will be hosting nine sports and events buyers in the Western Cape after the Sports and Events Tourism Exchange, to be hosted in Cape Town from July 27 - 29.

• Cape Town Tourism launched the preferred supplier programme to provide you with added tangible membership benefits, discounts, special offers and value-added services from excellent service providers and fellow members of Cape Town Tourism. Services are sourced and collated so that you can access them easily and make informed choices to best suit your business needs. Click here to view our preferred suppliers.

• Cape Town Tourism’s Annual General Meeting will now take place on Monday, October 17, at the Cape Town International Convention Centre. Kindly amend the date in your diary. A formal invitation will follow soon.

   

The ABCs of sustainability marketing

A peacefully green scene at the Kirstenbosch National Botanical Garden  

Totem Tourism, a sustainable tourism market leader, and Ogilvy London issued the Sustainable Tourism Marketing Guide 2011 this year. The guide aims at enabling tourism businesses to enhance their brand by ethically communicating sustainable practices, to develop new business and to change consumer behaviour.

A departure from the often too niche focus of sustainable tourism marketing, the guide gives tourism businesses the tools to appeal to a broad market, taking into account consumer trends and a more frugal consumer after the global economic crisis.

Click here to read a summary of the Sustainable Tourism Marketing Guide 2011, put together for the benefit of Cape Town Tourism’s members.

Click here for additional reports and special offers from Totem Tourism.