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Brand, responsible tourism and the marketplace


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Presented at the Responsible Tourism in Cities Conference, 6 May 2011. Presenter: Mariette du Toit-Helmbold, CEO, Cape Town Tourism

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Brand, responsible tourism and the marketplace

  2. 2. The moral dilemma of long-haul travel
  3. 3. “The quest of theresponsible traveller is tolearn, to be understanding,to share, to contribute -rather than to act as aconsumer who seeksmaximum gratification at aminimum expense." Rolf Wesche and Andy Drum Good Alternative Travel Guide
  6. 6. ONE OF THE PLACES OF A LIFETIME,National Geographic, 2008
  7. 7. WORLD’S BEST LIFESTYLE DESTINATION,Luxury Travel Show 2009
  8. 8. ONE OF THE WORLD’S MOST SUSTAINABLE CITIESEthisphere Institute, 2008
  9. 9. AFRICASLEADINGDESTINATIONWorld TravelAwards, 2010
  10. 10. Biodiversity hotspot
  11. 11. Cape Town tells the tale of two citiesTourism has increasingly been recognised for itspotential to contribute to poverty reduction.
  12. 12. The World Cup assisted Cape Town infurthering plans towards becomingbenchmark sustainable, responsible city.
  13. 13. We will conserve only what we love, we will loveonly what we understand, we will onlyunderstand what we are taught.
  14. 14. Ethical consumerism has putpressure from the travellingpublic on tourism businesses tobe sustainable.
  15. 15. In a world where the story has become the uniqueselling point, rather than the product, and wherepeople are yearning to get off the bus and immersethemselves into the hearts and homes of people inplaces with rough edges, we have an opportunity toshape a new tourism destiny for our destinations.
  16. 16. Not only is responsible travel better for the world,it’s far more interesting and memorable. It’s thefuture of travel
  17. 17. Sustainable practice and responsible tourismgovern all our marketing strategies
  18. 18. Major Travel Trends affectingResponsible Tourism
  19. 19. World economic downturn
  20. 20. Overall growth in tourismand long-haul travel
  21. 21. The Use of Internet, Web 2.0 and Social Media
  22. 22. Generational shifts and a change in demographics
  23. 23. Increased urbanisation
  24. 24. Consumer desire for authentic experiences
  25. 25. Going green and searching for fulfilment
  26. 26. Shortened time availability
  27. 27. Who are the Responsible Travelers?
  28. 28. USA: book well in advance and preferpre-packaged tours; luxury ecotourism isthe fastest growing sector for conscientiousU.S. travelers and is remaining relativelystrong despite the economic downturn.
  29. 29. Germany: worlds largestoutbound market, highly experiencedtravelers who are most likely topurchase carbon offsets, seek morestimulating travel, expect tourismcompanies to offer environmentallyand socially responsible products.
  30. 30. Dutch: experienced travelers, very highpropensity (81%) to travel abroad and apreference for sun and beach holidays.They seek good quality and high value forcost and are interested in responsibletourism products and destinations
  31. 31. British: savvy, experienced and avid travelers,who regard holidays as a necessity rather than aluxury. View responsible and ethical travel asimportant. Within the EU, the U.K. ranks justbehind Germany in visits to developing countries.South Africa’s major source market despitedecline in outbound travel due to recession
  32. 32. Responsible Tourism SegmentsNature-based tourismCultural tourism and community-based tourismVolunteer tourism and educational TourismBackpackers and youthAdventure tourismHigh-end tourism
  33. 33. Nature-based Tourism (including ecotourism)accounts for 20% - 40% of international tourists. Demandexpected to remain strong as more urban dwellers seekauthentic and natural experiences and want to see exoticdestinations and endangered species.
  34. 34. AdventureTourism involvessome risk andphysical exertion.Adventure travelersare higher incomeearners, evenly splitbetween men andwomen, and sociallyand environmentallyaware. Majority ofinternationaladventure travelersfrom North America.
  35. 35. High-end Tourism Price tag, personalized service,high quality accommodations, aesthetics, activities, andamenities. Affluent and conscientious consumers who wantto travel responsibly, offset carbon footprints and engage inphilanthropy through support for community projects andconservation organisations.
  36. 36. Cultural TourismCommunity-based Tourismbrings travelers into closecontact with people in thehost destination. Clearstandards are needed toensure that the tourismprotects culture andcontributes to povertyalleviation.
  37. 37. Volunteer and Educational Tourismgrowing rapidly, driven by the popularity of gap year breaksamong students and career breaks among professionals.
  38. 38. Backpackersand YouthTourism growingrapidly. Youth travel(15 - 26 years) is oneof the largesttourism segments,with 70% travelingwith a purpose (tolearn a language,about anotherculture, volunteer)
  39. 39. Why should cities take the lead in theResponsible Tourism journey?
  40. 40. A destination is a place where people want to be.It is a special place, it is more than just bricks andmortar; it is a place whose greatest assets andexperiences occupy people’s minds and hearts.
  41. 41. Cities are defined as the “prism through whichcountries are viewed”.Cities are the new super brands of the 21st century.
  42. 42. Cities have history, heritage and a future.Cities are “Capitals of the Mind” and they havethe ability to become lead brands for countries,therefore leading responsible tourism
  43. 43. Positive perception, unique identities,authentic experiences and a powerful storyis the armoury of a successful city brand.
  44. 44. To be a great place to visit, Cape Townmust first be a great place to live.
  45. 45. Cape Town is in the process of rebranding. We aredeveloping a a multi-dimensional city brand that willprovide a holistic view of Cape Town incorporatingbusiness, education, the arts, creative industries,human capital and tourism.
  46. 46. Cape Town’s brand will tell the real Cape Townstory and capture the hearts and imaginations of aworld bombarded with choice and homogeneity.
  47. 47. Simon Anholt says: “One of the best known functions ofa brand is to act as convenient, everyday shorthand forwhat a product or company stand for.Why not for a city too?”Responsible Tourism is at the core of Cape Town’s brand
  48. 48. It is cities with the confidence to define themselves inthe minds of their markets and own citizens that standout from the rest.
  49. 49. Cities of the future will deliver somethingdifferent; they are not defined by theirsize alone but by their ability to capturethe imagination and define themselves asbeing the best at something.We are committed to be defined by ourResponsible Tourism offering
  50. 50. Low carbon emission publictransport, green spaces andlow energy solutions are allbeing given top priority bythe City and its tourism andbusiness stakeholders
  51. 51. If we are tosuccessfully continueto grow our tourismsector towards jobcreation and skillsdevelopment, wehave to protect thevery thing that hascreated tourismdemand; theenvironment and ourlocal communities
  52. 52. There aremanysuccessstories tocelebrateand sharewith theworld, butour journeyhas onlystarted.