Cape Town Tourism

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Presentation by Mariette du toit Helmbold- CEO of Cape Town Tourism at the E-Tourism Africa Summit 2011 in Cape Town

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  • And put Cape Town on top of the world...
  • Cape Town Tourism

    1. 1. <ul><li>STAYING RELEVANT </li></ul><ul><li>IN A CHANGING WORLD </li></ul><ul><li>eTOURISM SUMMIT 2011 </li></ul>
    2. 2. THE STATE OF THE WORLD
    3. 3. <ul><li>Our world has fundamentally changed. </li></ul><ul><li>Forever… </li></ul>
    4. 5. <ul><li>Growth is driven by emerging markets such as Asia and South America, while mature markets are seeing low growth. </li></ul><ul><li>New middle class emerging </li></ul><ul><ul><li>China: 400-million </li></ul></ul><ul><ul><li>India:150-million </li></ul></ul><ul><li>Don’t rush in alone without a plan… </li></ul>
    5. 6. <ul><li>Sustainability is no longer a nice-to-have... </li></ul><ul><ul><ul><ul><li>Increased costs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Moral dilemma of long-haul travel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Individual carbon budgets </li></ul></ul></ul></ul>
    6. 7. <ul><li>Web and Social Media </li></ul><ul><ul><li>Most important innovation in tourism marketing is ability to communicate instant, relevant and personalised info </li></ul></ul><ul><ul><li>Trust, instant, relevant, personalised </li></ul></ul><ul><ul><li>WISDOM OF CROWDS HAS BEEN REPLACED BY WISDOM OF FRIENDS... </li></ul></ul>
    7. 8. <ul><li>Internet now predominant channel for consumers to search for and buy travel </li></ul><ul><ul><li>95% of connected generation search for info online </li></ul></ul><ul><ul><li>55% bought travel online in 2010 (45%+) </li></ul></ul><ul><ul><li>65% were influenced by online community </li></ul></ul><ul><ul><li>In the USA, about 52% of 152 million adult leisure travellers (79m people) use social media in researching travel destinations and making travel decisions. </li></ul></ul>
    8. 9. <ul><li>The smart generation </li></ul><ul><ul><li>Smart phone and mobile application integration important for tourism </li></ul></ul><ul><ul><li>It is there throughout the customer journey: instant content sharing </li></ul></ul><ul><ul><li>40% of international travellers already own a smart phone </li></ul></ul><ul><ul><li>40% + of smart phone owners use devices to get destination information </li></ul></ul><ul><ul><li>34% of business travellers and 26% of leisure travellers use them to make bookings </li></ul></ul>
    9. 10. <ul><li>How do we stand out from the crowd? </li></ul>
    10. 11. <ul><li>The web and social media is the most effective platform for challenger brands like Cape Town to tell our story. </li></ul>
    11. 12. “… We’re seeing the web being rebuilt around people…what used to be an information web where people sought to find the ‘what’ has shifted to a social web where people are looking to find the ‘who?’…” - Rohit Dhawan, Facebook
    12. 13. “ My interest is in the future, because I am going to spend the rest of my life there” - Charles Kettering
    13. 14. FOLLOW US ON - Twitter: @CapeTownTourism Facebook: I ♥ Cape Town

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