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Cape Town Responsible Tourism Overview March2011
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Cape Town Responsible Tourism Overview March2011



An overview of what is happening in Cape Town, South Africa, regarding Responsible Tourism

An overview of what is happening in Cape Town, South Africa, regarding Responsible Tourism



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  • A diverse and balanced tourism offering: one of the world’s top destinations for nature, culture & heritage, urban vibe, education, and business travelCape Town’s environment has a unique and extraordinarily vast biodiversity (land, air and sea) – the Cape Floral Kingdom is the smallest and richest on earth.

Cape Town Responsible Tourism Overview March2011 Presentation Transcript

  • 1. Advances in Responsible Tourism in Cape Town Local Government Taking Responsibility
    Ms NombuleloMkefa
    Director Tourism Department, City of Cape Town, South Africa
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  • 20. 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
  • 21. 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
  • 22. Cape Town as a destination faces many challenges to realising its potential
    • Socio-economic inequality (Gini coefficient 0.73, USA = 0.45)
    • 23. Infrastructure largely private vehicle dependent
    • 24. Energy and water insecurity is a problem
    • 25. Unemployment levels are high (16.8% officially, 2007)
    • 26. Continued urban migration
  • Tourism expected to make a difference
    • Direct spend by tourists equivalent to 10% of Cape Town’s GGP (R13.6bn, 2007)
    • 27. 5.3 million visitors in 2009, major new markets showing potential from FIFA World Cup™
    • 28. Long term tourism growth trend >5% p.a.
    • 29. Goal is to double economic impact of tourism between 2010 and 2020
    • 30. Key context: Millennium Development Goals
  • Just what is ”Responsible Tourism”?
  • 31. From the Cape Town Declaration:
    • Minimises negative economic, environmental, and social impacts
    • 32. Generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry
    • 33. Involves local people in decisions that affect their lives and life chances
    • 34. 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
    • 35. Provides access for physically challenged people
    • 36. 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
  • 37. Why is the City involved?
  • 38. Responsible Tourism Potential
  • 39. City’s six “levers” to achieve sustainability in managing the destination:
    Use of buildings
    Contracts for funding
    Supply chain
    Performance management
  • 40. RT is not a policy in isolation:
  • 41. How to achieve RT in the destination?
    Destination-wide approach
    Co-created and co-implemented solutions
    Reward early adopters & participants
    Don’t throw the baby out with the bath water
  • 42. Crossing the Chasm
    RT becomes the norm in the destination
    Adoption and implementation of Responsible Tourism
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. 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
  • 47. www.responsiblecapetown.co.za
  • 48. “respCPT”
  • 49. 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
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  • 53. 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
  • 54. 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
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  • 57. RT in Cities Conference:
  • 58. RT in Cities Conference:
  • 59. RT in Cities Conference:
    Added Features:
    • Real-time streaming video to the web
    • 60. Use of Twitter for parallel conversations and audience engagement
    • 61. Pre-workshop series of online discussions to build interest and skills and to focus topics
    • 62. All presentations archived and put on www.responsiblecapetown.co.za
    • 63. 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
  • 64. RT Booklet:
  • 65. 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
  • 66. 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
  • 67. Destination RT image library
    60+ images
  • 68. Cape Town Taking Responsibility for Tourism DVD
  • 69. Key challenges ahead include…
    Sustaining momentum
    Breaking new ground