Despite a commitment made more than six months ago that Cape Town Tourism and Cape Town Routes Unlimited would work together to market Cape Town and the Western Cape, and would work to avoid duplication in their marketing activities, little synergy between the two bodies is evident.
Now Western Cape Finance, Economic Development and Tourism Minister Alan Winde has confirmed that the two bodies will not amalgamate, and that nothing will change in the relationship between the two bodies until the end of the World Cup in July, reports Travel News Weekly.
Winde also stated that a new focus would be the closer co-opration between role-players at national, provincial and local government levels in the Western Cape. When the DA took both the province and the city in the last election, Winde stated that he would ensure that he would work to the unification of tourism at provincial and City level, and would prevent it from being vulnerable to political party changes over time.
The return of Cape Town Tourism CEO Mariette du Toit-Helmbold from maternity leave on 1 April should result in new vitality for the city tourism body. Du Toit-Helmbold is a dynamic and enthusiastic marketer. In her absence, Belinda van Niekerk has run Cape Town Tourism, but as she comes from an admin and financial background, she lacks Du Toit-Helmbold’s flair, energy and communication skills. The new Marketing Manager of Cape Town Tourism, Leanne Burton, has used Du Toit-Helmbold’s absence to build her own brand name, rather than that of her organisation or (more correctly) of the acting-CEO, in her PR activities for Cape Town Tourism, and has created some hostility with the media.
With the World Cup about 60 days away on her return, Du Toit-Helmbold will have a huge challenge to help fill her members’ beds, given the disappointing bookings over the World Cup to date, and to excite Capetonians about the benefit of Cape Town being one of the host cities for the world’s largest sport event.
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com
20
3070
27k
20
As a former owner of a Guest House on Sunset Beach, I now follow developments in the Cape’s Hospitality and Tourism industries from the U.K. I totally agree that the marketing of Cape Town and surrounds leaves a lot to be desired. We are living in one of the most beautiful places on earth, yet the situation between Cape Town Tourism and CTRU has resulted in poor media representation. Competition out there is tough, and only those who get their act together will attract more visitors. To quote a practical example, I have written to Mariette du Toit-Hembold’s office on many occasions offering my professional services. Regretfully, my letters were ignored. My offer still stands, but without being able to communicate I fail to find a way forward. Any suggestions or comments would be highly appreciated.
Yours faithfully
Ulrich Dannecker
After three months away on maternity leave I look forward to get back into the swing of things. I want to commend my team for the excellent work done whilst I was away during what we all know is the busiest time of the tourism year and with the World Cup just a few weeks away.
I called Chris earlier today to discuss her concerns and to clarify my acting arrangements. I split my CEO responsibilities between Belinda van Niekerk, responsible for all internal matters, and Lianne Burton, responsible for all PR, Stakeholder and Media matters and acting as the official spokesperson for Cape Town Tourism in my absence, i.e. she looked after all external matters.
On my return, I will continue to share many responsibilities with my team. It is not individuals who create successful organisations or destinations, but teams and effective partnerships between the private and public sector. It is a shared accountability and as CEO of Cape Town Tourism I have learned the value of partnership and a passionate team.
With less than three months to the World Cup, we have very little time to turn all the dreams we have dreamt about this event into a reality. We know that this event is not about short term success and overnight wealth, but it is a catalyst for what we hope will be a bright future for the Mother City. We have warned against unrealistic expectations and greed and engaged with the industry on numerous occasions to illustrate, through practical examples like Barcelona and Sydney, both the benefits and the downside of hosting major events like a World Cup.
Each one of us has a vital role to play to realise our collective destiny and it will take hard work, guts and yes, unity.
Cape Town Tourism is working with CTRU and the industry to implement our 2010 marketing strategy which focuses on citizen activation, PR and eMarketing, using the World Cup as a platform for awareness and long term growth. It is part of our vision and strategy to double the economic value of tourism by 2020.
In response to Mr Dannecker. As per my previous responses to your requests for employment with Cape Town Tourism and to represent Cape Town abroad, you are advised to respond to advertised vacancies or to submit a formal proposal to Cape Town Tourism.
This is Cape Town’s opportunity to shine, let’s make it happen as team tourism.
Every day I am always more blown away about web marketing on account of observing how the youger generations communicate with the outside world with the internet. My 13 year old grand daughter just showed me a website they had launched to manage teenage topics for their online friends. They wanted to know the best way to generate marketing on the site to generate revenue. I must tell you I am so very poud.