Calvyn Gilfellan, CEO of Cape Town Routes Unlimited, provided feedback on leveraging tourism opportunities in the Western Cape following the 2010 FIFA World Cup. Key points included: driving an events strategy to attract visitors year-round and showcase local talent; developing air access from important source markets; promoting winter offerings through international campaigns; employing niche marketing strategies; and leveraging the World Cup brand awareness to convert interest into increased visitor numbers through aggressive promotions and exploiting new media. The presentation concluded with a call to action for the tourism industry to work together on a major marketing campaign.

1. CALVYN GILFELLAN
Chief Executive Officer
Cape Town Routes Unlimited
Provincial
2010 Feedback
JAMMS Session
Crystal Towers, Century City
15 September 2010 1

2. Introductory remarks
Driving an Events Strategy
Destination Access
Winter Brand Offering
Niche Marketing
Destination Marketing Lessons
 Quo Vadis?
Contents
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3. • Against all odds: how we produced the
best World Cup ever!
• The challenge: How do we capatilise on
this?
• Currently there is a bit of a lull.
• Whose responsibility is it to get us out of
the lull?
• You, us: the tourism fraternity.
• FIFA, LOC, Deadlines provided the
centripetal force now we must be that.
Introductory remarks
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4. Key Imperatives for tourism in the
Western Cape
• World Economic Crisis, swine flu and declining
volumes from core markets
• Leveraging what’s left of the 2010 FIFA Marketing
Opportunity
• Alignment of provincial and city governments: window
of opportunity
• Optimisation of Scarce Funding Resources for greater
effectiveness and efficiency
• Employing cutting-edge marketing as well as
management methodologies and techniques to
position Cape Town & Western Cape as a top-notch
destination
Driving an Events Strategy
The 2010 FIFA World Cup™ was obviously the jewel in the
destination’s crown!
• Destination has the capacity to host major events
•CTRU supports 30+ events every year in Cape Town
Western Cape, with six events generating an estimated direct
economic impact of R 780 million to the destination
•Winter events include the Vodacom Funny Festival, Pick n
Pay Knysna Oyster Festival, Cape Town Book Fair, ARISE
Cape Town Fashion Week, Wacky Wine Weekend, Riebeek
Valley Olive Festival and Various Flower Shows.
• Events webpage receives 14 000 hits per month
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5. CTRU uses events as a platform to:
• Profile Cape Town & Western Cape as a premier destination
• Attract visitors – drive numbers
• Showcase our region’s indigenous talent and offerings
• Send messages to a captive audience
• Create unforgettable experiences for our visitors
• Address the regional spread of visitors into the province
• Encourage repeat visits
• Encourage extended stay
• Events Blueprint being developed
Driving an Events Strategy cont.
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6. The success of any regional city destination is linked to the
availability of direct flights from source markets as well as
water and land access.
Direct flights to Cape Town currently include the following source markets:
 United Kingdom – British Airways, South African Airways, Virgin Atlantic Airlines
 Germany – Lufthansa (Seasonal)
 Amsterdam – KLM
 Middle East – Emirates and Qatar Airways
 Malaysia, Buenos Aires, South America – Air Malaysia
 Singapore - Singapore Airlines
 Turkey – Turkish Airlines, developing market
Destination Access
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7. Source markets in Africa are contingent on direct flights. As it stands,
the majority of direct flights from Africa are linked to JHB.
The following source markets in Africa have direct links to Cape Town:
 Namibia – major source market
 Uganda – high yield market, important to develop
 Angola – important to develop
The CTRU Board has tasked the CEO and ACSA General Manager, Deon Cloete, with a draft Airlift
Strategy.
Land and water access points to the destination:
 Namibia, Northern Cape – N7 - Scenic
 JHB, Eastern Cape, KZN – N1
 KZN, Eastern Cape – N2 – longer route but scenic
 Cape Town & Western Cape is increasingly becoming a popular cruise liner
 destination. During the World Cup cruise liners docked at the V&A Waterfront and
 acted as mobile hotels
 CTRU’s Coastal MOU with Eastern Cape Tourism and KZN Tourism includes
 areas of cooperation on developing ‘cruise tourism’
Destination Access Cont.
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8. 8
The World Cup has proved that the destination can host mega
events anytime of the year.
• “Another Reason to Visit” Campaign
•Generally focuses on retirees – have time to travel, flexible income
• Beyond the 90 Minutes marketing campaign
• Cape 365 – A real opportunity to revive this concept
International campaigns during Cape Town’s Winter period could involve other
destinations:
• Middle East tourists travel in their Summer, which is during our Winter and generally
travel to colder destinations
• Europe and USA tourists travel during our low season, mainly for safaris –
packaging is important
• Namibia’s high season is during our low season – joint packages
Winter Brand Offering

9. Golf/Sport Tourism
Wine Tourism
Cruise Tourism
Paleo Tourism
Agri-tourism
Youth Travel
Green Tourism
Adventure Tourism
Niche Marketing
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10. Destination
Marketing
Lessons
POSITIVE:
•The manner in which locals embraced and responded to the historic call to duty
was a major revelation
•The responsiveness of the local tourism industry to the challenges of a high
season in a traditional low season was great
•The massive swing in positive media sentiment here and abroad – balanced,
responsible coverage of the past 3 weeks is worth diamonds and gold in
marketing terms!
• Our tourism infrastructure is now truly world-class
• Flexible packaging
NEGATIVE:
• Not all businesses or regions have profited
• Over supply of 5-star accommodation
• Still too many safety & security incidents against tourists
• Cape Town Stadium-Newlands debate
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11. Quo Vadis?
•Call to action – all hands on deck
•Leverage off the huge brand SA awareness
• Top of mind awareness is high, but we need to convert this into real
numbers
• Conversions/call to action
• How?
• Through JMAs, with top overseas travel operators
• Aggressive promotion of travel specials
• Higher visibility in new markets
• Exploitation of new (social) media
• Provincial and local support for one massive, national marketing
campaign as Brazil is currently doing
• More brilliant ideas from JAMMS
• Appropriate institutional arrangement to take these ideas forward
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12. THANK YOU
Photo: City of Cape Town
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