Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

2010 Ct Partnership Forum 03.02.09 Tourism

856 views

Published on

Published in: Travel, Business
  • Be the first to comment

  • Be the first to like this

2010 Ct Partnership Forum 03.02.09 Tourism

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

×