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Cape Town Responsible Tourism Overview March2011


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

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Cape Town Responsible Tourism Overview March2011

  1. 1. Advances in Responsible Tourism in Cape Town Local Government Taking Responsibility<br />Ms NombuleloMkefa<br />Director Tourism Department, City of Cape Town, South Africa <br />
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  20. 20. Awards & recognition highlights (2009-10)<br />World Top 20 City - Condé Nast Traveller Awards 2010<br />Africa's Leading Destination – World Travel Awards 2010-8, 2006-5, 2003<br />World Top 25 Place to Visit – Trip Advisor 2010 awards<br />One of the World's Most Beautiful Cities – 2010<br />Best holiday destination – Heat magazine reader survey 2010<br />World top 10 party cities – Lonely Planet’s 1000 Ultimate Experiences 2009<br />Second favourite overseas city – Guardian 2009<br />UKWorld's Number Two City – Travel+Leisure magazine 2009<br />World's Best Incentive Destination – Conference & Incentive Travel 2009<br />World's Best Entertainment/Lifestyle Destination – Luxury Travel Awards 2009<br />Best Tourism Investor City of the Year – AI Tourism Investor Awards 2009<br />
  21. 21. Virgin Holidays Responsible Tourism Awards: Best Destination<br />Keeping Cape Town at the leading edge<br />Cape Town wins ‘Best Destination’ category of the 2009 Virgin Holidays Responsible Tourism Awards<br />November 2009<br />
  22. 22. Cape Town as a destination faces many challenges to realising its potential<br /><ul><li>Socio-economic inequality (Gini coefficient 0.73, USA = 0.45)
  23. 23. Infrastructure largely private vehicle dependent
  24. 24. Energy and water insecurity is a problem
  25. 25. Unemployment levels are high (16.8% officially, 2007)
  26. 26. Continued urban migration</li></li></ul><li>Tourism expected to make a difference<br /><ul><li>Direct spend by tourists equivalent to 10% of Cape Town’s GGP (R13.6bn, 2007)
  27. 27. 5.3 million visitors in 2009, major new markets showing potential from FIFA World Cup™
  28. 28. Long term tourism growth trend >5% p.a.
  29. 29. Goal is to double economic impact of tourism between 2010 and 2020
  30. 30. Key context: Millennium Development Goals</li></li></ul><li>Just what is ”Responsible Tourism”?<br />
  31. 31. From the Cape Town Declaration:<br /><ul><li>Minimises negative economic, environmental, and social impacts
  32. 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. 33. Involves local people in decisions that affect their lives and life chances
  34. 34. Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity</li></li></ul><li>From the Cape Town Declaration:<br /><ul><li>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. 35. Provides access for physically challenged people
  36. 36. Is culturally sensitive, engenders respect between tourists and hosts, and builds local pride and confidence.</li></li></ul><li>Tourism that creates better places to live andbetter places to visit<br />
  37. 37. Why is the City involved?<br />?<br />
  38. 38. Responsible Tourism Potential<br />
  39. 39. City’s six “levers” to achieve sustainability in managing the destination:<br />Planning <br />Regulation<br />Use of buildings<br />Contracts for funding<br />Supply chain<br />Performance management<br />
  40. 40. RT is not a policy in isolation:<br />
  41. 41. How to achieve RT in the destination?<br />Destination-wide approach<br />Partnership<br />Co-created and co-implemented solutions<br />Transparency<br />Reward early adopters & participants<br />Don’t throw the baby out with the bath water<br />
  42. 42. Crossing the Chasm<br />RT becomes the norm in the destination<br />Adoption and implementation of Responsible Tourism<br />
  43. 43. Crossing the chasm – Tourism Industry<br />Awareness: The Tourism Industry believes…*<br />Behaviour: The Tourism Industry has acted…<br />RT good for the industry (90%)<br />All tourism businesses should operate as RT (80%)<br />Awareness of RT in SA is growing (69%)<br />RT guidelines published in official visitors guide (reaches 1-3% of visitors)<br />Minimum RT-aligned criteria required for membership in Cape Town Tourism (since 2008)<br />21 certified RT products in Cape Town out of 155 in South Africa (14%)**<br />21 certified RT products out of 2500+ members of CTT (<1%)**<br />* 2010 FTTSA survey, 73% of respondents based in Western Cape<br />** FTTSA and Heritage Silver or higher, as of July 2010<br />
  44. 44. Some momentum has been built<br />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<br />Green Map highlighting green and responsible experiences and products available<br />2010 FIFA World Cup™ major event hosted with sustainability programme, Green Goal™ (a national Impumelelo Sustainability Award winner)<br />Comprehensive Energy & Climate Change Policy and Action Plan<br />Solar Water Heating Bylaw in process<br />Green Building Guidelines in process<br />Over 2500 tourism businesses in the destination meet minimum criteria for RT-aligned management practices<br />
  45. 45. The journey to date<br />The City of Cape Town has formally supported the principles of RT since the 2002 Cape Town Declaration. <br />2004 the City includes RT as a founding principle of its Tourism Development Framework. <br />2009 the City adopts RT Policy and Action Plan. <br />2009 the RT Charter signed by the tourism industry and the City of Cape Town.<br />2010 Launch of RT Action Team (Steering Committee)<br />2010 Charter signatories develop RTIPs and RT Policies<br />
  46. 46. Our efforts to implement since winning the award include…<br />RT Website & Social Media<br />Green Goal 2010<br />RT Training Workshops<br />RT Communications Strategy<br />Visual Identity<br />RT in Cities Conference<br />RTIPs and Policies<br />RT Booklet<br />RT How-To Guide<br />RT Tips for Travellers<br />Image Library<br />DVD<br />
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  48. 48. “respCPT”<br /><br />
  49. 49. Green Goal 2010<br />2010 FIFA World Cup™<br />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<br />Expo at Fan Fest<br />Cape Town Green Map <br />Drink Tap Water Campaign<br />Environmental accreditation system for accommodation sector, GreenStaySA<br />
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  53. 53. RT Awareness and Training Workshops<br />Run as part of Green Goal 2010 and the longer term Responsible Tourism Programme of the City<br />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<br />Attended by cross section of industry– accommodation providers, tour operators, tour guides, marketing, communications agents, educational institutions offering tourism courses<br />
  54. 54. RT Communications Strategy<br />Aligned messages across destination<br />Support destination brand<br />Holistic approach (multi-stakeholder, multi-channel)<br />Reduce conflict / confusion of messages<br />Key messages, target audiences, channels, campaigns<br />Emblem to signify industry participation and commitment<br />Roadmap for implementation<br />Clear roles and responsibilities<br />Monitoring and evaluation<br />
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  57. 57. RT in Cities Conference:<br />
  58. 58. RT in Cities Conference:<br />
  59. 59. RT in Cities Conference:<br />Added Features:<br /><ul><li>Real-time streaming video to the web
  60. 60. Use of Twitter for parallel conversations and audience engagement
  61. 61. Pre-workshop series of online discussions to build interest and skills and to focus topics
  62. 62. All presentations archived and put on
  63. 63. Media partnership:</li></li></ul><li>Industry roll-out: RTIPs & Policies<br />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)<br />Also committed to adoption of a formal RT Policy Statement for their own association<br />Most RTIPs and Policies have been received from signatories<br />Campaign to be launched to raise awareness among industry membership to drive participation<br />
  64. 64. RT Booklet:<br />
  65. 65. RT in Cape Town How-To Guide<br />A practical, How-To Guide for the local tourism industry<br />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<br />Includes how to position, market and sell a responsible product or experience, and how to align with the destination’s brand and marketing strategies<br />RT How-To Guide is aimed at:<br />- Accommodation providers: hotels, self catering, B&B’s, guest houses <br />- Tour operators and transport providers<br />- Conference venues and conference organisers<br />- The events industry: festivals, exhibitions, events<br />- Food and beverage service providers: restaurants<br />- Suppliers to the tourism industry: crafters<br />
  66. 66. RT Tips for Travellers<br />RT Tips for Travellers published in 2010 Official Visitors Guide and 2010 Official Fan’s Guide<br />Featured on websites; and<br />Tips include:<br />- Learning about the city<br />- Supporting local initiatives<br />- Respecting local cultures <br />- Lowering your carbon footprint<br />
  67. 67. Destination RT image library<br />60+ images<br />
  68. 68. Cape Town Taking Responsibility for Tourism DVD<br />
  69. 69. Key challenges ahead include…<br />Sustaining momentum<br />Breaking new ground<br />
  70. 70. THANK YOU - DANKIE - ENKOS’<br />