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2010 Ct Partnership Forum 03.02.09 Tourism

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  • 1. CAPE TOWN TOURISM 2010 FIFA WORLD CUP PROGRAMMES
  • 2.
    • Welcome & Introduction
    • Cape Town: 2010 FIFA World Cup Host City
    • Cape Town Visitor Strategy – towards 2010 and beyond
    • 2010 Tourism Readiness & Legacy
    • Conclusion
  • 3. CREATIVITY TABLE MOUNTAIN THE PEOPLE ROBBEN ISLAND ICONIC CAPE TOWN COLOUR ENVIRONMENT V&A WATERFRONT PENGUINS LIFESTYLE CULTURE FOOD AND WINE STYLE
  • 4.
    • Favourite World City – UK Telegraph November 2008
    • Top of the 10 long haul destinations for 2009 – British Airways
    • 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure
    • 4 th Top City in the World & Best in Africa & the Middle East – Condenast Traveller
    • 3 rd Best World Food City - Lonely Planet Blue List
    • Best Destination in Africa - World Travel Awards
    • Best City to live in Africa & the Middle East – Mercer Quality of Living Survey
    • One of the “Places of a Lifetime” – National Geographic Traveller
    • One of the World’s 20 most Sustainable Cities, Ethisphere Institute
    • Boulder’s Beach named World’s Best Family Beach - UK Telegraph
    • #1 UK Long Haul Destination - UK Trends & Spends Survey
    • One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk
    • Favourite Foreign City - UK Telegraph
    AWARD WINNING CAPE TOWN
    • Favourite World City – UK Telegraph November 2008
    • Top of the 10 long haul destinations for 2009 – British Airways
    • 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure
    • 4 th Top City in the World & Best in Africa & the Middle East – Condenast Traveller
    • 3 rd Best World Food City - Lonely Planet Blue List
    • Best Destination in Africa - World Travel Awards
    • Best City to live in Africa & the Middle East – Mercer Quality of Living Survey
    • One of the “Places of a Lifetime” – National Geographic Traveller
    • One of the World’s 20 most Sustainable Cities, Ethisphere Institute
    • Boulder’s Beach named World’s Best Family Beach - UK Telegraph
    • #1 UK Long Haul Destination - UK Trends & Spends Survey
    • One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk
    • Favourite Foreign City - UK Telegraph
    AWARD WINNING CAPE TOWN
  • 5. CAPE TOWN IS READY TO WELCOME THE WORLD
  • 6.
    • SOME FACTS ABOUT 2010
    • Record 204 countries participating
    • 350 000+ visitors expected in SA
    • 4 out of 5 visitors indicate they prefer Cape Town
    • 3 million tickets for 64 matches
    • 2010 TV Rights worth R14,7 billion
    • Provisional Income: $ 3 billion+
    • Final Draw in Cape Town, Dec 2009
    • Confederations Cup, June/July 2009
    • World Broadcasters Conference, Cape Town 2009
    • Green Point Stadium – 9 matches
    • FIFA Fan Park at Grand Parade
    • FIFA Fan Mile linking Grand Parade with Stadium
    • 3 Public Viewing Areas: Athlone, Bellville, Swartklip
    • 2 Training Venues & at least 2 Base Camps
  • 7. OPPORTUNITIES
    • Destination Marketing
    • Legacy
      • Economic Development & Job Creation
      • Improved and new infrastructure
      • Civic Pride
      • Service Excellence
      • Sustainable & Green Cape Town
      • Safety & Security
      • 365 destination
  • 8.  
  • 9. ACCOMMODATION
    • 16 000 rooms in 45 min
    • 7 000 rooms in 15 min
    • 3 500 rooms in walking distance
    • 8 new hotels
  • 10. THE CUSTOMER JOURNEY Marketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’. Dream/ select Plan Book Visit Recollect, recommend anticipate
  • 11. PROJECT SCOPE
    • Destination Marketing
    • Visitor Services
    • Industry Services & Accommodation
    • Responsible Tourism
    • Communication
    • eMarketing
  • 12. 2010 Destination Marketing 2010 International Source Markets 2010 Events / FIFA Events 2010 Domestic Leisure Marketing 2010 Destination Profiling 2010 Destination Activation
  • 13. 2010 Visitors Services 2010 Management of Existing Visitors Services Platform 2010 Integrated Visitors Safety Programme 2010 Visitors Services Excellence Training 2010 ICT 2010 Visitors Services Network Alignment
  • 14. 2010 Accommodation 2010 FIFA Accomm. Programme 2010 Non FIFA Accomm. Programme 2010 Accreditation & Service Excellence Programme 2010 Verification of Accomm. stock incl. temporary stock 2010 Linkage: Transport & Accomm. Hubs
  • 15. 2010 Responsible Tourism 2010 Code of responsible Tourism 2010 Tourism Awareness
  • 16. 2010 Communication 2010 Communication & Monitoring of Industry Readiness 2010 Public Relations Programmes
  • 17. 2010 E-Marketing 2010 Digital Media 2010 Social Networking 2010 eMarketing campaigns 2010 Website 2010 eNewsletters
  • 18.
    • MANAGING PERCEPTIONS & EXPECTATIONS
    • Need to manage realistic expectations
    • Integrated planning with provision for interventions
    • Get industry & citizens on board & communicate
    • Maintain position as value for money destination
    • Ensure pricing not exceed peak season pricing
    • Use event to counteract seasonality and attract interest from
    • non-traditional markets
    • THE OTHER SIDE OF MAJOR EVENTS
    • Balance opportunities with
    • negative perceptions
    • Perception that there will be:
      • price increases
      • over-crowding
      • displacement
  • 19.
    • MANAGING PERCEPTIONS & EXPECTATIONS
    • Need to manage realistic expectations
    • Integrated planning with provision for interventions
    • Get industry & citizens on board & communicate
    • Maintain position as value for money destination
    • Ensure pricing not exceed peak season pricing
    • Use event to counteract seasonality and attract interest from
    • non-traditional markets
    • MANAGING PERCEPTIONS & EXPECTATIONS
    • Hosting major events can stall tourism growth
  • 20.
    • MANAGING PERCEPTIONS & EXPECTATIONS
    • Need to manage realistic expectations
    • Integrated planning with provision for interventions
    • Get industry & citizens on board & communicate
    • Maintain position as value for money destination
    • Ensure pricing not exceed peak season pricing
    • Use event to counteract seasonality and attract interest from
    • non-traditional markets
    • MANAGING PERCEPTIONS & EXPECTATIONS
    • Need to manage realistic expectations
    • Integrated planning with provision for interventions
    • Get industry & citizens on board & communicate
    • Maintain position as value for money destination
    • Ensure pricing not exceed peak season pricing
    • Use event to counteract seasonality and attract
    • interest from non-traditional markets
  • 21.
    • Cape Town is Africa’s greatest City and ready to welcome the World.
    CONCLUSION
  • 22.  
  • 23.  

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