Events hosted in the Western Cape generated R1,3 billion for its economy in the last financial year, said Alan Winde, Minister of Finance, Economic Development, and Tourism at the Wesgro AGM last month.
Close to 200 000 tourists were attracted to the province by the 19 events, which included the Cape Argus Pick ‘n Pay Cycle Tour, the ABSA Cape Epic, the Vodacom Funny Festival, and the Knysna Oyster Festival. The largest money spinners by far for the province in terms of their economic impact are the Cycle Tour (R450 million), Design Indaba (R326 million), and the ABSA Cape Epic (R218 million).
The Minister said that the events list is diverse, reflecting the diversity of the province. Some events are held in the ‘traditional off-peak season, which is in line with the efforts to ensure the Western Cape is an all-year round destination’. Unfortunately few of these winter events benefit the tourism industry of the Western Cape, with the exception of the Franschhoek Bastille and the Franschhoek Literary Festivals, as most attendees are day visitors.
Wesgro’s Annual Report, presented at the AGM, provided data about the estimated economic impact of the Western Cape events, which surprisingly did not include any Franschhoek or Hermanus events!:
| Event | Estimated Economic Impact |
| Vodacom Funny Festival | R10.4 million |
| World Corporate Golf Challenge | R20 million |
| Snoek and Patat Festival | R5 million |
| Kynsna Oyster Festival | R38 million |
| Bergriver Canoe Marathon | R21 million |
| Hessaqua Nature and Arts Festival | R3.2 million |
| Caledon Country Fair | R4.5 million |
| Elim Flower Show | R1.8 million |
| Albertina (sic) Aloe Festival | R3.7 million |
| Riebeek Valley Shiraz and Arts Festival | R2.2 million |
| Loeries (sic) Awards | R73.1 million |
| Baby Whale Festival | R3.8 million |
| Coronation Double Century | R19.2 million |
| FNB Variette Festival | R27.3 million |
| J&B Met | R68 million |
| Jazz on the Rocks | R30 million |
| Design Indaba | R326 million |
| Cape Argus Cycle Tour | R450 million |
| Absa Cape Epic | R218 million |
The Minister said that the Western Cape is already a top leisure destination for overseas and local visitors. More reasons should be given to visitors to visit the Western Cape, which can be achieved by means of world class events. This in turn can benefit the economy of the province, he said.
At the AGM the success of Wesgro’s Convention Bureau was also highlighted, with 19 bids won, with an economic value of R347 million. Its Trade Promotion unit took 100 local companies on 13 missions to Russia, USA, Cannes, Cameroon, Angola, Ghana, Nigeria, Germany, Brazil, China, and Hong Kong, and assisted 644 Western Cape companies with exports.
Events are hugely important to tourism, and it is a shame that no new events are being initiated, especially during the winter months, when the Tourism industry and the economy of the Western Cape with it suffer from Seasonality. Franschhoek has shown that with a good event concept, such as its Literary Festival and Bastille Festival, one can attract crowds, even with hail, snow and rain!
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage
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