Cape Town Tourism Industry Forums

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  • Our rich heritage – South Africa’s oldest city.
  • A new view of Cape Town would show the energy and the vibrancy...innovation....against the inspiring backdrop of Table Mountain.
  • Cape Town Tourism Industry Forums

    1. 1. WELCOME <ul><li>Cape Town Tourism Industry Presentation: </li></ul><ul><li>The marketing of Cape Town </li></ul><ul><li>August 2011 </li></ul>
    2. 2. INTRODUCTIONS
    3. 3. AGENDA AIMS THE SITUATION AND LEARNINGS THE PROPOSED PLAN DISCUSSION
    4. 4. AGENDA <ul><li>An open forum discussion of a proposed intervention strategy to resolve some of the issues affecting the industry </li></ul><ul><li>We hope to: </li></ul><ul><li>receive feedback </li></ul><ul><li>obtain views </li></ul>
    5. 5. BACKGROUND
    6. 6. FORMAT
    7. 7. THE WORLD CONDITION WTO SAYS OECD SAYS… International Tourism: First results of 2011 confirm consolidation of growth
    8. 8. THE WORLD CONDITION
    9. 9. THE WORLD CONDITION The urbanisation and the rise of the urban tourist
    10. 10. THE SOUTH AFRICAN CONDITION Total visitor arrivals Indexed visitor arrivals
    11. 11. THE SOUTH AFRICAN CONDITION
    12. 12. LEARNINGS FROM AROUND THE WORLD
    13. 13. LEARNINGS FROM AROUND THE WORLD
    14. 14. LEARNINGS: GETTING IT WRONG
    15. 15. THE CONSUMER: What the hell just happened? Global Financial crisis
    16. 16. THE CONSUMER: So what do they want now!?
    17. 17. THE CONSUMER: So what do they want now!? Value (?) Simplicity (?) Experiences (?) More to see and do at no cost !
    18. 18. THE CONSUMER: So what do they want now!?
    19. 19. THE CONSUMER: how they see cities
    20. 20. FORMAT
    21. 21. THE CAPE TOWN VISITOR INDUSTRY <ul><li>Global Financial Crisis (GFC) </li></ul><ul><li>Reduced demand (?) </li></ul><ul><li>Changed consumer condition </li></ul><ul><li>Polarisation of consumer sentiment </li></ul><ul><li>From 2007: </li></ul><ul><li>-16% decline in market share ( 9.4% - 7.9%) </li></ul><ul><li>6 years of 0 or – growth </li></ul><ul><li>zero job creation </li></ul><ul><li>effective loss of +-18000 job opportunities </li></ul><ul><li>118 businesses closed (last 24 months) </li></ul>
    22. 22. THE SCENARIOS (R3.8bn) (R11.1bn) The real opportunity cost: 18,300
    23. 23. OUT OF TURMOIL COMES OPPORTUNITY
    24. 24. OUR MARKETS
    25. 25. CAPE TOWN’S (International) MARKETS Country Visitors % Contribution To total Rank UK 200067 18% 1 Germany 113524 10% 2 USA 106893 10% 3 Namibia 78582 7% 4 Netherlands 55886 5% 5 France 52247 5% 6 Zimbabwe 45426 4% 7 Australia 37821 3% 8 Italy 26044 2% 9 Mozambique 26005 2% 10 Country Spend % Contribution To total Rank UK R2.2bn 17% 1 USA R1,7bn 14% 2 Germany R1,3bn 10% 3 Netherlands R0,7bn 6% 4 Australia R0,6bn 4% 5 France R0,5bn 4% 6 Namibia R0,5bn 4% 7 China 0,4bn 3% 8 Canada R0,4bn 3% 9 India R0,3bn 2% 10
    26. 26. IDENTIFYING THE PROBLEM
    27. 27. IDENTIFYING THE PROBLEM <ul><li>The city : in a brand vacuum </li></ul><ul><li>Extremely competitive environment </li></ul><ul><li>Proposition overly reliant on beauty </li></ul><ul><li>Others define us </li></ul>Visitor industry: vulnerable and threatened
    28. 28. TOWARDS A SOLUTION
    29. 29. PLAN INGREDIENTS
    30. 30. PLAN: CHANGING THE MIX From To (On-line)
    31. 31. PLAN: BEFORE WE START The Cape Town brand has existed for over 300 years It will be around for many more! What we deal with is the crafting of its messages to induce more people, who have different needs, to visit
    32. 32. ^ too In a world demanding simplicity… We have much to offer
    33. 33. Heritage Cultural diversity Cuisine Flora + fauna Innovation, creativity Higher education Lifestyle Sport Natural environment But is that how the potential visitor sees it !
    34. 34. People do not see -
    35. 36. PLAN: Ambassador
    36. 37. PLAN: A BI-FOCAL APPROACH <ul><li>Short Term: </li></ul><ul><li>Stimulate domestic demand: Cape Town – the ideal short break city during shoulder and lean season by leveraging events </li></ul><ul><li>Encourage incremental and dispersion of spend via experience trail development </li></ul><ul><li>Longer term </li></ul><ul><li>Build sustainable demand from core markets </li></ul><ul><li>Engage communities in tourism promotion and activity </li></ul>Aligned with broader Economic Development (EDA) goals
    37. 38. Cape Town Johannesburg Durban SA Tourism Discovery National Geographic Programmes (all three cities) Vignettes On-line Initiatives (tailored) National Geographic Leverage and PLAN: An International knowledge build
    38. 39. For the benefit of all our citizens We need your help in making: Cape Town the most inspiring city in the world

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