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RESPONSIBLE TOURISM:
UNLOCKING THE POTENTIAL FOR CITIES

Mariette du Toit-Helmbold
CEO
Cape Town Tourism
What is the impact of tourism on our
fragile world and its people?
Our world is changing rapidly
World economic downturn
Tourism is fragile. World events have a
ripple effect on our industry
Many of our core markets are still
recovering from a recession
Overall growth in tourism
and long-haul travel
Generational shifts and a change in demographics
Increased urbanisation
Shortened time availability
Going 'green' and searching for fulfilment
Consumer desire for authentic experiences
50% of the world’s population can no longer
see the stars...
The Use of Internet, Web 2.0 and Social Media
The moral dilemma of long-haul travel
People are questioning the
acceptability of flying long-
haul for recreational or leisure
purposes
Sustainability is no longer a nice to
have, but a need to have
It is now about the customer,
not the destination
Ethical consumerism has put
pressure from the travelling
public on tourism businesses to
be sustainable.
Responsible Travel is ‘about experiences,
fulfilment and rejuvenation’ rather than
‘places and things’ John King
Who are the Responsible Travelers?
“The quest of the
responsible traveller is to
learn, to be understanding,
to share, to contribute -
rather than to act as a
consumer who seeks
maximum gratification at a
minimum expense."
              Rolf Wesche and Andy Drum
             Good Alternative Travel Guide
USA: book well in advance and prefer
pre-packaged tours; luxury ecotourism is
the fastest growing sector for conscientious
U.S. travelers and is remaining relatively
strong despite the economic downturn
Germany: world's largest
outbound market, highly experienced
travelers who are most likely to
purchase carbon offsets, seek more
stimulating travel, expect tourism
companies to offer environmentally
and socially responsible products
Dutch: experienced travelers, very high
propensity (81%) to travel abroad and a
preference for sun and beach holidays.
They seek good quality and high value for
cost and are interested in responsible
tourism products and destinations
British: savvy, experienced and avid travelers,
who regard holidays as a necessity rather than a
luxury. View responsible and ethical travel as
important. Within the EU, the U.K. ranks just
behind Germany in visits to developing countries.
South Africa’s major source market despite
decline in outbound travel due to recession
Why should cities take the lead in the
Responsible Tourism journey?
Cities are defined as the “prism through which
countries are viewed”.
Cities are the new super brands of the 21st century
Cities have history, heritage and a future.
Cities are “Capitals of the Mind” and they have
the ability to become lead brands for countries,
therefore leading responsible tourism
CAPE TOWN: A CASE STUDY OF
RESPONSIBLE TOURISM MARKETING
ONE OF THE WORLD’S
MOST BEAUTIFUL CITIES, Forbes.com, 2010
Cape Town has exceptional diversity in a small geographic
area, making it a destination with remarkable potential
to be a leader in responsible tourism
ONE OF THE WORLD’S MOST SUSTAINABLE CITIES
Ethisphere Institute, 2008
THE WORLD’S TOP DESTINATION
Tripadvisor’s Top 25 Destinations in the World 2011
ONE OF THE PLACES OF A LIFETIME,
National Geographic, 2008
Cape Town tells the tale of two cities




Tourism has increasingly been recognised for its
potential to contribute to poverty reduction.
In a world where the story has become the unique
selling point, rather than the product, and where
people are yearning to get off the bus and immerse
themselves into the hearts and homes of people in
places with rough edges, we have an opportunity to
shape a new tourism destiny for our destinations
To be a great place to visit, Cape Town must
first be a great place to live
We will conserve only what we love, we will love
only what we understand, we will only
understand what we are taught. - Baba Dioum
It is time to redefine Cape Town beyond the
well-known beautiful stereotypes
A destination is a place where people want to be.
It is a special place, it is more than just bricks and
mortar; it is a place whose greatest assets and
experiences occupy people’s minds and hearts
Cape Town is in the process of rebranding We are
developing a a multi-dimensional city brand that
will provide a holistic view of Cape Town
incorporating business, education, the arts,
creative industries, human capital and tourism.
Cape Town’s brand must tell the real Cape Town
story and capture the hearts and imaginations of
a world bombarded with choice and homogeneity
It is cities with the confidence to define themselves in
the minds of their markets and own citizens that
stand out from the rest
Cities of the future will deliver something
different; they are not defined by their
size alone but by their ability to capture
the imagination and define themselves as
being the best at something

We are committed to be defined by our
Responsible Tourism offering
The World Cup assisted Cape Town in
furthering plans towards becoming
benchmark sustainable, responsible city
Low carbon emission public
transport, green spaces and
low energy solutions are all
being given top priority by
the City and its tourism and
business stakeholders
If we are to successfully
continue to grow our
tourism sector towards
job creation and skills
development, we have
to protect the very thing
that has created tourism
demand; the
environment and our
local communities
Sustainable practice and responsible tourism
govern all our marketing strategies
Responsible Tourism should be the very essence
of our product offering and not a stand-alone
category of experiences
Responsible Tourism is still considered
niche and not the norm
Travellers want a holiday, not a guilt trip.
Very few are prepared to pay
more for a responsible
holiday experience.
Green-washing is on the rise
Opportunity to develop a wider range of tourism
experiences and extend economic benefits
There are
many success
stories to
celebrate and
share with the
world, but our
journey has
only started
CONTACT CAPE TOWN TOURISM
    info@capetown.travel
    www.capetown.travel
Brand, responsible tourism and the marketplace

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Brand, responsible tourism and the marketplace

  • 1. RESPONSIBLE TOURISM: UNLOCKING THE POTENTIAL FOR CITIES Mariette du Toit-Helmbold CEO Cape Town Tourism
  • 2. What is the impact of tourism on our fragile world and its people?
  • 3. Our world is changing rapidly
  • 5. Tourism is fragile. World events have a ripple effect on our industry
  • 6. Many of our core markets are still recovering from a recession
  • 7. Overall growth in tourism and long-haul travel
  • 8. Generational shifts and a change in demographics
  • 11. Going 'green' and searching for fulfilment
  • 12. Consumer desire for authentic experiences
  • 13. 50% of the world’s population can no longer see the stars...
  • 14. The Use of Internet, Web 2.0 and Social Media
  • 15. The moral dilemma of long-haul travel
  • 16. People are questioning the acceptability of flying long- haul for recreational or leisure purposes
  • 17. Sustainability is no longer a nice to have, but a need to have
  • 18. It is now about the customer, not the destination
  • 19. Ethical consumerism has put pressure from the travelling public on tourism businesses to be sustainable.
  • 20. Responsible Travel is ‘about experiences, fulfilment and rejuvenation’ rather than ‘places and things’ John King
  • 21. Who are the Responsible Travelers?
  • 22. “The quest of the responsible traveller is to learn, to be understanding, to share, to contribute - rather than to act as a consumer who seeks maximum gratification at a minimum expense." Rolf Wesche and Andy Drum Good Alternative Travel Guide
  • 23. USA: book well in advance and prefer pre-packaged tours; luxury ecotourism is the fastest growing sector for conscientious U.S. travelers and is remaining relatively strong despite the economic downturn
  • 24. Germany: world's largest outbound market, highly experienced travelers who are most likely to purchase carbon offsets, seek more stimulating travel, expect tourism companies to offer environmentally and socially responsible products
  • 25. Dutch: experienced travelers, very high propensity (81%) to travel abroad and a preference for sun and beach holidays. They seek good quality and high value for cost and are interested in responsible tourism products and destinations
  • 26. British: savvy, experienced and avid travelers, who regard holidays as a necessity rather than a luxury. View responsible and ethical travel as important. Within the EU, the U.K. ranks just behind Germany in visits to developing countries. South Africa’s major source market despite decline in outbound travel due to recession
  • 27. Why should cities take the lead in the Responsible Tourism journey?
  • 28. Cities are defined as the “prism through which countries are viewed”. Cities are the new super brands of the 21st century
  • 29. Cities have history, heritage and a future. Cities are “Capitals of the Mind” and they have the ability to become lead brands for countries, therefore leading responsible tourism
  • 30. CAPE TOWN: A CASE STUDY OF RESPONSIBLE TOURISM MARKETING
  • 31. ONE OF THE WORLD’S MOST BEAUTIFUL CITIES, Forbes.com, 2010
  • 32. Cape Town has exceptional diversity in a small geographic area, making it a destination with remarkable potential to be a leader in responsible tourism
  • 33. ONE OF THE WORLD’S MOST SUSTAINABLE CITIES Ethisphere Institute, 2008
  • 34. THE WORLD’S TOP DESTINATION Tripadvisor’s Top 25 Destinations in the World 2011
  • 35. ONE OF THE PLACES OF A LIFETIME, National Geographic, 2008
  • 36. Cape Town tells the tale of two cities Tourism has increasingly been recognised for its potential to contribute to poverty reduction.
  • 37. In a world where the story has become the unique selling point, rather than the product, and where people are yearning to get off the bus and immerse themselves into the hearts and homes of people in places with rough edges, we have an opportunity to shape a new tourism destiny for our destinations
  • 38. To be a great place to visit, Cape Town must first be a great place to live
  • 39. We will conserve only what we love, we will love only what we understand, we will only understand what we are taught. - Baba Dioum
  • 40. It is time to redefine Cape Town beyond the well-known beautiful stereotypes
  • 41. A destination is a place where people want to be. It is a special place, it is more than just bricks and mortar; it is a place whose greatest assets and experiences occupy people’s minds and hearts
  • 42. Cape Town is in the process of rebranding We are developing a a multi-dimensional city brand that will provide a holistic view of Cape Town incorporating business, education, the arts, creative industries, human capital and tourism.
  • 43. Cape Town’s brand must tell the real Cape Town story and capture the hearts and imaginations of a world bombarded with choice and homogeneity
  • 44. It is cities with the confidence to define themselves in the minds of their markets and own citizens that stand out from the rest
  • 45. Cities of the future will deliver something different; they are not defined by their size alone but by their ability to capture the imagination and define themselves as being the best at something We are committed to be defined by our Responsible Tourism offering
  • 46. The World Cup assisted Cape Town in furthering plans towards becoming benchmark sustainable, responsible city
  • 47. Low carbon emission public transport, green spaces and low energy solutions are all being given top priority by the City and its tourism and business stakeholders
  • 48. If we are to successfully continue to grow our tourism sector towards job creation and skills development, we have to protect the very thing that has created tourism demand; the environment and our local communities
  • 49. Sustainable practice and responsible tourism govern all our marketing strategies
  • 50. Responsible Tourism should be the very essence of our product offering and not a stand-alone category of experiences
  • 51. Responsible Tourism is still considered niche and not the norm
  • 52. Travellers want a holiday, not a guilt trip.
  • 53. Very few are prepared to pay more for a responsible holiday experience.
  • 55. Opportunity to develop a wider range of tourism experiences and extend economic benefits
  • 56. There are many success stories to celebrate and share with the world, but our journey has only started
  • 57. CONTACT CAPE TOWN TOURISM info@capetown.travel www.capetown.travel