Cape Town Responsible Tourism Overview March2011

Advances in Responsible Tourism in Cape Town Local Government Taking Responsibility
Ms NombuleloMkefa
Director Tourism Department, City of Cape Town, South Africa

Awards & recognition highlights (2009-10)
World Top 20 City - Condé Nast Traveller Awards 2010
Africa's Leading Destination – World Travel Awards 2010-8, 2006-5, 2003
World Top 25 Place to Visit – Trip Advisor 2010 awards
One of the World's Most Beautiful Cities – Forbes.com 2010
Best holiday destination – Heat magazine reader survey 2010
World top 10 party cities – Lonely Planet’s 1000 Ultimate Experiences 2009
Second favourite overseas city – Guardian 2009
UKWorld's Number Two City – Travel+Leisure magazine 2009
World's Best Incentive Destination – Conference & Incentive Travel 2009
World's Best Entertainment/Lifestyle Destination – Luxury Travel Awards 2009
Best Tourism Investor City of the Year – AI Tourism Investor Awards 2009

Virgin Holidays Responsible Tourism Awards: Best Destination
Keeping Cape Town at the leading edge
Cape Town wins ‘Best Destination’ category of the 2009 Virgin Holidays Responsible Tourism Awards
November 2009

Cape Town as a destination faces many challenges to realising its potential
Socio-economic inequality (Gini coefficient 0.73, USA = 0.45)
Infrastructure largely private vehicle dependent
Energy and water insecurity is a problem
Unemployment levels are high (16.8% officially, 2007)
Continued urban migration

Tourism expected to make a difference
Direct spend by tourists equivalent to 10% of Cape Town’s GGP (R13.6bn, 2007)
5.3 million visitors in 2009, major new markets showing potential from FIFA World Cup™
Long term tourism growth trend >5% p.a.
Goal is to double economic impact of tourism between 2010 and 2020
Key context: Millennium Development Goals

Just what is ”Responsible Tourism”?

From the Cape Town Declaration:
Minimises negative economic, environmental, and social impacts
Generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry
Involves local people in decisions that affect their lives and life chances
Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity

From the Cape Town Declaration:
Provides more enjoyable experiences for tourists through more meaningful connections with local people, and a greater understanding of local cultural, social and environmental issues
Provides access for physically challenged people
Is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.

Tourism that creates better places to live andbetter places to visit

Why is the City involved?
?

Responsible Tourism Potential

City’s six “levers” to achieve sustainability in managing the destination:
Planning
Regulation
Use of buildings
Contracts for funding
Supply chain
Performance management

RT is not a policy in isolation:

How to achieve RT in the destination?
Destination-wide approach
Partnership
Co-created and co-implemented solutions
Transparency
Reward early adopters & participants
Don’t throw the baby out with the bath water

Crossing the Chasm
RT becomes the norm in the destination
Adoption and implementation of Responsible Tourism

Crossing the chasm – Tourism Industry
Awareness: The Tourism Industry believes…*
Behaviour: The Tourism Industry has acted…
RT good for the industry (90%)
All tourism businesses should operate as RT (80%)
Awareness of RT in SA is growing (69%)
RT guidelines published in official visitors guide (reaches 1-3% of visitors)
Minimum RT-aligned criteria required for membership in Cape Town Tourism (since 2008)
21 certified RT products in Cape Town out of 155 in South Africa (14%)**
21 certified RT products out of 2500+ members of CTT (<1%)**
* 2010 FTTSA survey, 73% of respondents based in Western Cape
** FTTSA and Heritage Silver or higher, as of July 2010

Some momentum has been built
Few cities in the world have a national park within city limits, two World Heritage Sites, blue flag beaches, mountains, is part of 2 UNESCO biosphere reserves and offers the excitement of big city life
Green Map highlighting green and responsible experiences and products available
2010 FIFA World Cup™ major event hosted with sustainability programme, Green Goal™ (a national Impumelelo Sustainability Award winner)
Comprehensive Energy & Climate Change Policy and Action Plan
Solar Water Heating Bylaw in process
Green Building Guidelines in process
Over 2500 tourism businesses in the destination meet minimum criteria for RT-aligned management practices

The journey to date
The City of Cape Town has formally supported the principles of RT since the 2002 Cape Town Declaration.
2004 the City includes RT as a founding principle of its Tourism Development Framework.
2009 the City adopts RT Policy and Action Plan.
2009 the RT Charter signed by the tourism industry and the City of Cape Town.
2010 Launch of RT Action Team (Steering Committee)
2010 Charter signatories develop RTIPs and RT Policies

Our efforts to implement since winning the award include…
RT Website & Social Media
Green Goal 2010
RT Training Workshops
RT Communications Strategy
Visual Identity
RT in Cities Conference
RTIPs and Policies
RT Booklet
RT How-To Guide
RT Tips for Travellers
Image Library
DVD

www.responsiblecapetown.co.za

“respCPT”
Twitter.com/respCPT

Green Goal 2010
2010 FIFA World Cup™
Code of Responsible Conduct for Visitors included in 2009 Official Cape Town Visitor’s Guide and in the 2010 Official Visitor’s and Fan’s Guide
Expo at Fan Fest
Cape Town Green Map
Drink Tap Water Campaign
Environmental accreditation system for accommodation sector, GreenStaySA

RT Awareness and Training Workshops
Run as part of Green Goal 2010 and the longer term Responsible Tourism Programme of the City
Workshops reviewed case studies of applied RT practices in businesses, and a presentation on the City's RT Policy and Action Plan, including application of RT Charter in individual businesses
Attended by cross section of industry– accommodation providers, tour operators, tour guides, marketing, communications agents, educational institutions offering tourism courses

RT Communications Strategy
Aligned messages across destination
Support destination brand
Holistic approach (multi-stakeholder, multi-channel)
Reduce conflict / confusion of messages
Key messages, target audiences, channels, campaigns
Emblem to signify industry participation and commitment
Roadmap for implementation
Clear roles and responsibilities
Monitoring and evaluation

RT in Cities Conference:

RT in Cities Conference:
Added Features:
Real-time streaming video to the web
Use of Twitter for parallel conversations and audience engagement
Pre-workshop series of online discussions to build interest and skills and to focus topics
All presentations archived and put on www.responsiblecapetown.co.za
Media partnership: Planeta.com

Industry roll-out: RTIPs & Policies
The Charter committed each of the signatories to provide an action plan for implementation, rolling out RT commitment to their respective members. Responsible Tourism Implementation Plans (RTIP)
Also committed to adoption of a formal RT Policy Statement for their own association
Most RTIPs and Policies have been received from signatories
Campaign to be launched to raise awareness among industry membership to drive participation

RT Booklet:

RT in Cape Town How-To Guide
A practical, How-To Guide for the local tourism industry
Includes a toolkit of step-by-step instructions and templates for the implementation of responsible tourism management in any tourism business, focused on local issues and solutions
Includes how to position, market and sell a responsible product or experience, and how to align with the destination’s brand and marketing strategies
RT How-To Guide is aimed at:
- Accommodation providers: hotels, self catering, B&B’s, guest houses
- Tour operators and transport providers
- Conference venues and conference organisers
- The events industry: festivals, exhibitions, events
- Food and beverage service providers: restaurants
- Suppliers to the tourism industry: crafters

RT Tips for Travellers
RT Tips for Travellers published in 2010 Official Visitors Guide and 2010 Official Fan’s Guide
Featured on websites www.capetown.travel; and www.responsiblecapetown.co.za
Tips include:
- Learning about the city
- Supporting local initiatives
- Respecting local cultures
- Lowering your carbon footprint

Destination RT image library
60+ images

Cape Town Taking Responsibility for Tourism DVD

Key challenges ahead include…
Sustaining momentum
Breaking new ground

THANK YOU - DANKIE - ENKOS’

Cape Town Responsible Tourism Overview March2011

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