Tourism routes in the Cape West Coast region of South Africa were established to encourage sustainable tourism and economic opportunities. The West Coast Way network of routes was created in 2014 to connect attractions, activities and communities across the region. It focuses on unique themes like culture, food, scenery and wildlife. The routes aim to spread tourism benefits by providing an accessible way to explore the area's heritage and natural beauty. Marketing of the routes is primarily digital and includes an app and map to guide visitors along self-drive experiences. The West Coast Way sees potential for growth in new tourism experiences and technologies.

1. »Tourism is bigger
than the car
industry«
- Fritz Joussen,
- CEO TUI Group at
- #WTMLDN

3. deliver an effective way to encourage visitors to
hereby
Take the road less travelled
putting tourism within your reach

4. Create a NETWORK
of attractions & activities
that are tourism-ready

5. Create a NETWORK
OF UNIQUE ROUTES
CONNECTING different
regions across South Africa
future

6. OUR WAY OF THINKING: Which Way
• A collection of themed Routes unique to a region = a Way
• However we believe that tourism has no boundaries
• Manage a Way as a sustainable business with a long life
• Social Media is key
• Supported by an Integrated Marketing Plan
• Slow release of Routes & bring in refinements of Routes – over years
• Include or showcase existing and other new Routes
• Never forget that the consumer and what they want is what we
need to deliver on to be successful
• Transformation Tourism can be effectively hosted by the route Way
• Grow a culture of Green Sustainability and Awareness
• Identify key nodes and ensure that the route/s are include
• Focus on self-drive experiences, but offer support to tour operators
• Local Tourism Offices are an important partner in the Way growth
• Identify and promote the Tourism Destination Success factors:

7. WE ANWER THE HOW-TO? QUESTION to achieve
Tourism Destination Success
11 TOP Which Way TOURISM BRAND VALUES
TO ASPIRE TO:
• Community Partner
• Frequent
• Safe
• Reliable
• Informative
• Fun
• Affordable
• Quality
• Easy To Use
• Accessible
• Environmentally Friendly

8. We help Regions & Attractions harness
their future TOURISM MARKET POTENTIAL
- by helping them live the Which Way Brand
values identified for success.
Destinations around the world welcomed 956 million
international tourists between January and September 2016,
according to the latest UNWTO World Tourism Barometer.
This is 34 million more than in the same period
of 2015, a 4% increase.
“By 2020 global 4.5% multi-factorial yearly tourism growth”
UNWTO

9. WHY ARE ROUTES IMPORTANT?
1. Navigation system – easy to follow, accessible,
2. Reduces distances between high frequented areas and small and
remote towns and attractions
3. Builds a culture of tourism
4. Bring economic opportunities – entrepreneurial opportunities
5. More employment opportunities
6. Give tourist confidence to go and explore
7. Is a marketing platform accessible to municipalities, regional and
local tourism organizations – easy to leverage from
8. Enhance destination branding of region/town/attraction
9. Builds destinations
10. Spread investment money: from visitors and attractions/
accommodation and activities inside destination

11. 1) STAKEHOLDERS IDENTIFIED
Identify needs, goals and opportunities. Sign memorandum of
agreement. Decide who is responsible for which aspects.
2) RESEARCH
Qualitative research - interviews via Consumer Psychologist
Who is currently visiting the region, why, what do they do and what are
their impressions?
3) PLOT ROUTE
Road trip experiences are identified showcasing a selection of tourism
ready attractions, activities and accommodation places
4) ROLL OUT INTEGRATED MARKETING PLAN
101+ things to do and see, interactive map, smartphone app
5) MEASURE, REFINE AND LAUNCH - REPEAT
Standards measure and needs assessment and adapting process and
project management on a continual basis

12. COMMUNICATION & MARKETING
PROCESS STARTS WITH PEOPLE, INFO, PASSION
PEOPLE: BUILD CONFIDENCE THROUGH AN AGILE APPROACH
Often the local areas within a region lack confidence to become tourism
leaders. The Which Way process allows them to do this by following an
Agile Project Management style
INFO: DETERMINE VOLUME AND ACCURACY OF CURRENT ONLINE
PRESENCE AND INFORMATION AVAILABLE
What are people currently able to find – how can this be enhanced
PASSION: IDENTIFY THE BRAND AMBASSADORS
The brand ambassadors are people, organizations and businesses inside
and outside the region who are passionate about tourism, people
development and conservation. Often business owners or people who
would like to own their own business. Which Way is a thin golden line –
entwined with the already present and unique local structure.

15. WHY WAS WEST COAST WAY ESTABLISHED?
On 29th August 2013, the The West Coast (Biodiversity) Corridor WCBCI was established:
“a vibrant corridor where appreciation of its rich biodiversity, cultural heritage and
partnerships deliver sustainable jobs, skills and opportunities”
The West Coast Biodiversity Corridor Initiative aims to demonstrate how sustainable
development can protect the biodiversity and cultural heritage of the region and
contribute competitively to the improved social and economic performance of the region.
WCBCI is led by SANParks in partnership with the City of Cape Town, Saldanha & Swartland
Local Municipalities, Cape West Coast Biosphere Reserve, Cape Nature, landowners,
communities & tourism product owners
WCBCI decided that a privately owned TOURISM MARKETING ROUTE had to be established.
At a formal event in November 2014 in the Cape West Coast at !Khwa ttu Culture & Education
Center the Western Cape Economic Opportunities Minister Alan Winde, formally opened West
Coast Way with the first route that was established within the Way, namely: Culture Route.
During 2015 and 2016 more routes were launched and officiated by Shadow Minister of Tourism
and Member of Parliament, James Vos. West Coast Way has 5 Routes stimulating tourism
activity and confidence in the Cape West Coast.
West Coast Way encourage tourists to ‘Take the road less travelled’ to the Cape West Coast.
2013 challenge identified
2014 solution delivered

16. OUR PURPOSE
Putting tourism within your reach
for the Cape West Coast of South Africa
Impacting on:
• Accommodation, attraction, activity
• Cape West Coast Biosphere
• The traveller
• Community projects
• Towns
• Tourism Organizations

17. CREATED THROUGH NEEDS, CIRCUMSTANCE
The CWCBI wanted a Tourism Marketing Route entity
developed that must become sustainable as a privately
owned solution selling marketing solutions in the region
The CWCBI did not want to take the risk upon themselves and
therefore it was decided to look at a privately owned solution.
Start up capital was obtained via the Green Fund and the
agreement was to have the first route a CULTURE THEMED
route - completed within 2 months to proof to the Green Fund
that their investment was well used and accountable.
West Coast Way is the link between the City of Cape Town’s
marketing and the West Coast Tourism’s combined marketing.
Connecting visitors to the Cape to the West Coast – starting a
mere 25 min from the Cape Town CBD.
On the Routes, Mamre was identified as an attraction, with a
special focus on Mamre Werf. And in Saldanha the Cultural
Village with Museum was identified as tourism development
hot spots. These are places that is very close to being tourism
ready – in other words ready to be visited by tourists, and from
where more projects can be started launched such as self-
guided or guided walking tours in Mamre Werf and an Culture
& Oyster Walking Tour in Saldanha.

18. MILESTONES
2014 OPENING of 1st Route: Culture Route
2015 Opening of 2nd Route: Foodie Route – launched 2016
WTM Africa stand
2016 Opening of 3rd & 4th Route: Berg Route and Scenic Route
WTM Africa stand
Opening of 5th Route: Wild Route –
with Sustainable Seafood Track and People Rocking Nature Route
PERA award finalist as Emerging Tourism brand
2017 April: WTM Africa stand

19. ROUTE STRUCTURE
West Coast Way offer loads of Routes to explore the
Cape West Coast’s rich and vibrant heritage and
and biodiversity through self-drive trips.
Tour operators can use these Routes to develop
tour plans for their guests.

20. 30%
25%
45%
ACCOMMODATION
MICE
ACTIVITIES
RESULTS ACHIEVED?

21. INTEGRATED MARKETING PLAN – 90% digital

22. NATIONAL AND INTERNATIONAL MARKETING

23. BUSINESS MODEL WITH AN EXECUTABLE PLAN
• Income Streams:
Marketing Package Sales - 44k/year, 19k/year, R7k/year
Advertising & Marketing Services Sales
Training Sales
Tour & Events & Transport
E-commerce Bookings
• Top! Premium Package 40k for year
• Destination Marketing & Enterprise Development balance
• Great Potential: New Tourism Experiences Development
• Scalability through technology and freelancers

24. 082 825 5715 0861 321 777 carmen@fusiondesign.co.za
EMERGING TOURISM BRAND
Founded by Carmen Lerm
Est 1999 Est 2014 Est 2015