2. INTRODUCTIONS

3. AGENDA AIMS THE SITUATION AND LEARNINGS THE PROPOSED PLAN DISCUSSION

5. BACKGROUND

6. FORMAT

7. THE WORLD CONDITION WTO SAYS OECD SAYS… International Tourism: First results of 2011 confirm consolidation of growth

8. THE WORLD CONDITION

9. THE WORLD CONDITION The urbanisation and the rise of the urban tourist

10. THE SOUTH AFRICAN CONDITION Total visitor arrivals Indexed visitor arrivals

11. THE SOUTH AFRICAN CONDITION

12. LEARNINGS FROM AROUND THE WORLD

13. LEARNINGS FROM AROUND THE WORLD

14. LEARNINGS: GETTING IT WRONG

15. THE CONSUMER: What the hell just happened? Global Financial crisis

16. THE CONSUMER: So what do they want now!?

17. THE CONSUMER: So what do they want now!? Value (?) Simplicity (?) Experiences (?) More to see and do at no cost !

18. THE CONSUMER: So what do they want now!?

19. THE CONSUMER: how they see cities

20. FORMAT

22. THE SCENARIOS (R3.8bn) (R11.1bn) The real opportunity cost: 18,300

23. OUT OF TURMOIL COMES OPPORTUNITY

24. OUR MARKETS

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. IDENTIFYING THE PROBLEM

28. TOWARDS A SOLUTION

29. PLAN INGREDIENTS

30. PLAN: CHANGING THE MIX From To (On-line)

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. ^ too In a world demanding simplicity… We have much to offer

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. People do not see -

36. PLAN: Ambassador

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

39. For the benefit of all our citizens We need your help in making: Cape Town the most inspiring city in the world