Tag Archives: Buenos Aires

Wesgro’s marketing of Western Cape: around the world in 80 days already!

After having met Wesgro CEO Nils Flaatten two months ago, a week after he had taken over the responsibility for marketing the Western Cape from Cape Town Routes Unlimited, which organisation was incorporated into the trade and investment promotion agency on 2 April this year, we requested feedback about the progress made in marketing the region. Mr Flaatten had asked the industry to give him a month to get the organisational integration completed. An e-mail request for feedback on the marketing progress earlier this month led to an invitation by Mr Flaatten to meet with him on Tuesday.

The most exciting news for the local tourism industry, and Mr Flaatten’s first major challenge, is the 5 July meeting called with SAA’s General Manager Theuns Potgieter by Wesgro with 15 players in the Western Cape, including local and city government, an Eastern Cape tourism marketing body representative, and larger tourism companies, to discuss SAA’s decision to cut its Cape Town-London route as of 15 August. The airline will be asked to motivate its decision in culling the route.  Joint destination marketing between the Western Cape and SAA in bringing in tourists from destinations such as Beijing, Sao Paulo, Mumbai, Melbourne, various African destinations, and Buenos Aires will be discussed too.   Subsequent meetings will be held with the airlines which will continue to serve the Cape Town-London route, including BA, Virgin, and Emirates, to discuss bringing in more flights to Cape Town.

The parking organisation was perfect, and Mr Flaatten chose for us to go to Doppio Zero on St George’s Mall for the meeting.  He had copies of the slides which he used for his recent presentation at FEDHASA Cape’s AGM, which I had requested via his secretary, but the wait was worthwhile, as Mr Flaatten was able to explain his points in greater detail.  Mr Flaatten is a very precise person, and he referred repeatedly and proudly to the progress that he and his new team have made in the ‘two months and 19 days’ since their integration. In the past 80 days Wesgro has undertaken the following Marketing activities:

*   Mr Flaatten and Solly Fourie, Head of the Western Cape Department of Economic Development and Tourism, accompanied an (unnamed) Chairman of a JSE-listed hotel company to Buenos Aires, to meet six outbound tour operators. Mr Flaatten praised their product knowledge of the Western Cape. He said that the withdrawal of the Cape Town-Buenos Aires Air Malaysia route is a serious blow to tourism from Argentina. His journey from Cape Town to Buenos Aires via Johannesburg took 24 hours, previously a direct flight of 7 hours flying west.

*   Bjorn Hufkie from Wesgro’s Conventions Bureau accompanied the (unnamed) Managing Director of a JSE-listed hotel company to Saudi Arabia and Kuwait

*    Participated in exhibitions: Arabian Travel Market in Dubai, IMEX 2012 in Frankfurt (incentive travel, meetings and events); and Indaba in Durban. Mr Flaatten said that all six the RTOs were represented on the Western Cape stand, and that they will ‘raise the bar’ for 2013.

*   Debbie Damant has been part of SA Tourism’s marketing mission to China and Japan

*   Met with Cape Town Tourism, the largest RTO (regional tourism organisation) of the six in the Western Cape, asking some ‘tough questions’ of them

*   Met with Eden RTO, and some of its LTO’s (local tourism bureaus)

*   Met with SAA at Indaba (prior to SAA’s bombshell announcement about the Cape Town-London route)

*   The Western Cape Tourism Barometer for the fourth quarter of 2011 was released.

*   The Wesgro website has been updated, incorporating its new additional Destination Marketing role, clicking through to the tourism information previously on the Cape Town Routes Unlimited website

*  One of the greatest achievements is the detailed listing of over 100 events in the province in the next six months, with detailed information about each event

*   Organisationally, the activities and marketing focus of the six RTOs (Cape Town, West Coast, Eden, Cape Winelands, Central Karoo, and Overberg), and its tourism bureaus within the municipalities within the RTOs have been captured, within a Customer Relationship Management program.  An intensive Facebook campaign to interlink and like the LTOs and RTOs is underway.

Looking ahead for the next 10 months the focus will be to deliver on the Annual Performance Plan in respect of destination marketing; create operational efficiency, effectiveness and cost savings, which savings will go into the Events budget, Mr Flaatten said; fill staff vacancies; strengthening relationships with the RTO’s and LTO’s, international airlines operating from Cape Town International, tourism trade bodies, SA Tourism, and other national tourism bodies; ‘impactful marketing and advertising of the destination’, website integration and marketing strikes in respect of tour operators, to keep up the ‘share of mind’; aggressively market the Conventions Bureau, pushing conferences into the provincial towns and villages too; stimulate Events and fund smaller events; and SMME development.   Wesgro is pitching to host SIAL Cape Town, which would become a fantastic new food event creating a ‘Global Food Marketplace’, already held in Paris and China, and is planned to be hosted in our winter months, to address Seasonality.  The Western Cape Tourism Marketing Plan is expected to be ready by September.  Inter-provincial travel within the Western Cape will be an important focus.  Mr Flaatten was requested to provide feedback on what Wesgro is doing for the tourism industry as frequently as possible, all media communication to ourselves having been terminated since Wesgro took over.  We fed back that the Tourism Bureaus are not passing on Wesgro’s information to its members, which seemed to surprise him.

Mr Flaatten provided a copy of the latest Tourism Barometer, surprisingly signed off by Calvyn Gilfellan, former CEO of the ex-Cape Town Routes Unlimited. In the last quarter of last year 216000 international tourists arrived in Cape Town, a welcome increase of 15% over the same period a year before.  Domestic arrival growth was far lower in the same period, at 4%, with just under 1 million visitors.  A large part of the report contains statistics of visitor numbers to the province’s key tourism attractions, and to the RTO’s local tourism bureaus, a very unreliable tourism barometer, given that fewer visitors require the information or booking services of tourism bureaus, doing most of their bookings at home via the internet before their departure.

Organisationally, the integration between the ex-Cape Town Routes Unlimited staff is complete, section 197 of the Labour Relations Act having been followed, in that all staff (also the Wesgro staff) were offered staff benefits at the higher level of those offered by Wesgro and Cape Town Routes Unlimited, so that all Wesgro staff now receive the same benefits.  A Memorandum of Understanding, a Memorandum of Agreement, and a budget have been signed by the Joint Working Committee guiding the integration. The Annual Performance Plan of Cape Town Routes Unlimited has been transferred to Wesgro.   For the financial year April 2012/March 2013, Wesgro now has a total budget of just more than R51 million, 45% being for Cape Town Routes Unlimited funding.  All ex-Cape Town Routes Unlimited staff now have Wesgro contracts, e-mail addresses, and business cards.  Staff have been grouped by functionality and accommodated on the 7th and 12th floors of the Waldorf building.  Provincial Tourism Minister Alan Winde’s department is working on repealing the Tourism Act of 2004, which will close down the Board of the ex-Cape Town Routes Unlimited, which currently has to remain operative as long as the current Act is in place.

Wesgro needs to start from the beginning in gaining the confidence of its Western Cape tourism constituency, which had little faith in its predecessor Cape Town Routes Unlimited. The outcome of the 5 July SAA meeting will be a crucial test of its negotiating skills. In addition, it will be judged on its ability to communicate with the tourism industry on a regular basis, via traditional media channels as well as Social Media marketing.

Wesgro, Waldorf Arcade, 80 St George’s Mall, Cape Town.  Tel (021) 487-8600. www.wesgro.co.za Twitter: @Wesgro

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

World Tourism Day: Cape tourism does salsa and tango in South America!

Today is World Tourism Day, and therefore it is fitting to laud Cape Town Routes Unlimited for the marketing work it is doing for Cape Town and the Western Cape in South America.

One welcome advantage of the tough tourism times is that Cape Town Routes Unlimited is proactively sharing what it is doing for the Cape tourism industry, via almost daily media releases.  Cape Town Tourism, by comparison, is Tweeting torrentially, and does little for its media coverage and member communication.

A Special Edition of the Cape Town Routes Unlimited CEO Update provides interesting information about a recent trip to South America by its CEO Calvyn Gilfellan, who visited Buenos Aires in Argentina, and Sao Paulo and Rio de Janeiro in Brazil, earlier this month.   The 2010 Soccer World Cup got the ball rolling in developing relationships with the two countries. Two events took Gilfellan to South America:

* SAA São Paulo Workshop, which was attended by 33 Brazilian tour operators, wholesalers, and incentive houses.  At the workshop a ‘speed-dating’ approach was used, whereby the Cape exhibitors and the Brazilian tour operators were each given 15 minutes to represent their tourism products, resulting in 841 business connections

.   Visit SA Expo in Buenos Aires: Organised by the South African Embassy (headed by ex-DA leader Tony Leon), the Expo invited free participation by South African tourism players, including those involved in language schools, sports tourism, business tourism, and luxury travel.

Only one day was spent in Buenos Aires, and here Cape Town Routes Unlimited was encouraged to get involved in a special rugby match in honour of Nelson Mandela on 2 November, identified an opportunity for the creation of a West Coast Rooibos Tea Route on the initiative of the South American offices of South African Rooibos Tea, and the opportunity for tourism players to provide information via the South African Embassy offices in Chile, Uruguay and Buenos Aires.  The number of tourists from Argentina doubled in one year to reach 22000 in 2010, albeit off a low base and many of the tourists coming for the Soccer World Cup.

More time was spent in Brazil, and here Cape Town Routes Unlimited picked up the positive perception that our country has ‘extraordinary tourism offerings, friendly people, a safe environment and top-class infrastructure’.  Their economic growth at 5% per annum appears to have been more resilient to the world recession, and tourism to South Africa grew by 69 % in 2010 (no numbers provided).  With its massive population of 200 million it has fantastic potential for Cape tourism marketing.  Brazilians travel for language training, events, wildlife, golf, adventure, and surfing in the main.  They are ‘habitual’ travellers, enjoying returning to destinations that they have had good experiences in.   Marketing collateral is recommended to be provided in Portuguese, and SA Tourism is commended for having a website in Portuguese.  The BRICS inclusion of South Africa will open a platform for tourism, investment, trade, sport and cultural exchanges, writes Gilfellan.  Online Travel sells packages to Brazilians visiting South Africa, and 120000 brochures will be provided by the tourism body to the South African embassy.  Media visits are on the cards, and host sponsors are sought.  A group of 100 golfers is visiting our country next month, and one hopes that the Cape is on their agenda.  Wine and golf workshops are planned for next year with Brazilian tour operators.  A jazz exchange programme between the Cape Town International Jazz Festival and the Bourbon Street Jazz Festival in Brazil is being considered, allowing performers from each festival to perform at the other festival.  A Memorandum of Understanding is to be signed between Cape Town and Rio de Janiero, and a twinning agreement to be established between Robben Island and Ilha Grande, a former political prison island in Brazil.  An African Fan Village is being considered in Rio de Janiero for the 2013 FIFA Confederations Cup, 2014 FIFA World Cup, and 2016 Olympic Games.

It is time for Cape tourism players to brush up on their Portuguese and Spanish language skills, to welcome tourists from Brazil and Argentina.  With excellent flight connections via Air Malaysia from Buenos Aires and from Brazil via SAA, Cape Town and the Western Cape are sure to benefit from a new tourism market, sorely needed as the traditional tourism source markets are still depressed due to the global recession.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage

Toffie Food Festival: ‘Julie & Julia’ highlight, mix of conference, workshops, mystery meal!

The Toffie Food Festival and Conference, to be held at the City Hall on 3 and 4 September, attracted my attention due to its low-key marketing, odd as it is run by an (unknown) communication agency The President, and as its organisers have had no prior visibility as bloggers or ‘foodies’.  Information about the event has been scant, yet I booked immediately when I saw that Julie Powell, of the movie ‘Julie and Julia’ , is the key speaker. 

The movie ‘Julie and Julia’ ran in Cape Town in my early days of blogging, and I loved it, for its humour in presenting the trials and tribulations of blogging. Julie Powell’s blog ‘Julie and Julia: 365 Days, 524 Recipes, 1 Tiny Apartment Kitchen’ was published as a book in 2005, and that led to the movie being made, and released in 2009.  Ms Powell has written a second book ‘Cleaving: A Story of Marriage, Meat and Obsession’, which was published two years ago.

I asked Hannerie Visser of The President why they were organising the Toffie Festival, with no credentials in the food industry.  This was her reply: “Toffie is a series of conference festivals and because food is so linked to cultural heritage it allowed for an interesting conference that everyone can relate to”. Other speakers are:

*   Kobus van der Merwe, chef/owner of Oep ve Eet in Paternoster, and previous web editor of Food24 and Eat Out.

*   Eloise Alemany, ex-editor of ID magazine and now cookbook specialist, from Argentina (leading a Toffie food tour of Buenos Aires in October).

*   Dr Anna Trapido, editor of ‘Hunger for Freedom’, the book that documented Nelson Mandela’s food likes and dislikes in the different phases of his life, is organising a lunch inspired by the book, in association with Woolworths’ TASTE magazine.

*   Lin Tung-Yuan of Café GABEE, ‘multi-award winner of the Taiwan Barista Championship, who is renowned for the delicacy and finesse of his coffee and coffee-inspired dishes’

*   Renata Coetzee, winner of a 2010 Gourmand World Cookbook Award for her book  ‘Koekemakranka: Khoi-Khoin Kultuurgoed en Kom-kuier-Kos’

*   Tammy Frazer, a perfumist (an odd link to a food conference!)

*   Wolfgang Koedel of Paulaner (a last minute addition, only announced on Twitter yesterday)

Running alongside the Conference are a number of events (oddly this programme has only just been finalised, a week before the Festival), which are free of charge, unless otherwise indicated below:

*   Spier vertical tasting

*  a SAB beer and food pairing led by Chef Pete Goffe-Wood of Kitchen Cowboys and Denis da Silva

*   a workshop by Eloise Alemany (R250)

*  a perfume workshop by Tammy Frazer (R350)

*   Tung-Yuan Lin barista workshop

The Toffie Festival, with a price tag of R 1710, also includes a Braai lunch, as well as a ‘secret home dinner’, breakfast and two Woolworths coffee vouchers.  The home dinners will be held on 3 September, and one will be allocated to dinner at the home of one of the following:

*   Cameron Munro from Superette

*   Gerhard Greyvenstein and Herman Lampen of Grey Lamp, a ‘pop-up’ supper club

*   Sumien Brink, editor of Woolworths’ TASTE magazine, and Cara Brink

*   Callie Maritz and Mari-Louis Guy of Cakebread boutique bakery

*   Alma Viviers, managing editor of VISI magazine and Kobus van der Merwe, chef/owner of Oep ve Koep in Paternoster

*   Tina Bester of Queen of Tarts

*   Cleon and Kate Romano of Maria’s Greek Café/Restaurant

*   Philip and Lisa Key of African Relish

*   Laureen Rossouw, editor of ELLE Decoration

*   Will Hobson of fieldoffice, a sandwich-maker

*   Aletta Lintveld, food editor of Weg magazine

*   Fabio and Luan Lauro of House of Pasta

*   Brendon and Suzette Bell-Roberts of art south africa magazine.

Toffie Food Festival and Conference delegates receive a copy of Cape Town ‘MENU’, an interesting book of restaurants and recipes, and is a listing of the Toffie Festival’s ‘guide of the best meals in Cape Town’. Included, for example, is:

*   Greek and African food: recommending Maria’s, and Bebe Rose

*   Portuguese and Italian food: recommending The Villa Tavern, Giovanni’s, Pizzeria Napoletana, House of Pasta, Hildebrand Restaurant, Chop, Fork Tapa, Meloncino, and Il Cappero.

*   Asian food: recommending Hesheng Chinese Takeaway, Chef Pon’s, Yindee’s, Mr Chan Chinese Restaurant, and Takumi

*   Cakes and desserts, recommending C’est La Vie, Keenwä, Arno Arpin, Biesmiellah, Queen of Tarts, Cassis Paris, Bird’s Boutique Café (may no longer be relevant with new chef opening with new menu on 1 September), Cakebread, Giovanni’s, Willoughby’s, fieldoffice, Lindt Chocolate Studio, San Julian, and Il Cappero.

Worrying is the low key marketing of the event, which is not yet sold out, and that speakers are still being added to the programme.  The printed programme delivered on Friday looks different to the one on the website, and some international speakers seem to have fallen off the programme. There appears to be no theme to the Conference, and it looks like a randomly thrown together collection of speakers.  Surprising is that no local foodies are on the programme, be they food bloggers or journalists.

POSTCRIPT: The Toffie Food Festival was all about over-promise and under-delivery.  Read our report.

Toffie Food Festival and Conference, City Hall, 3 – 4 September. www.toffie.co.za

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

Cape Town a top 10 party city!

A new Lonely Planet travel guide  “1000 Ultimate Experiences” has named Cape Town as one of the world’s Top 10 party cities, reports Reuters.

Cape Town’s fellow Top 10 party cities are Belgrade in Serbia, Montreal in Canada, Buenos Aires in Argentina, Dubai in the United Arab Emirates, Thessalonika in Greece, La Paz in Bolivia, Baku in Azerbaijan, Auckland in New Zealand and Tel Aviv in Israel.

One wonders if the editor came to the South Africa, in its overstated evaluation of Mossel Bay, and its incorrectly stated distance between Mossel Bay and Cape Town!   The Lonely Planet accolade for Cape Town is as follows: “With the 2010 World Cup bringing a global audience to South Africa, the partying will only get harder as travelers converge on a city already well known for nightlife. Luxuriate on some of the world’s best beaches by day and kick back under the moonlight at suave cocktail bars by night. Two hours east, in the Indian Ocean, lies the elegant beach village of Mossel Bay, with more great beaches and chic flair. Visitors must try some of the wines crafted by South Africa’s world-renowned vintners, either at a Cape Town bar or at one of several wineries nearby”

For the full Reuters article, click here.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com