The ANC’s Lynne Brown (previous Premier of the Western Cape) and Carol Beerwinkel are blaming Premier Helen Zille for having caused the tourism crisis in the province. The party seems undecided about the exact cause of the crisis. Just recently the ANC’s City of Cape Town Councillor Tony Ehrenreich blamed the exorbitant prices of crayfish and wines for the tourism crisis!
Writing on Politicsweb, the ANC politicians state that it is the ‘DA’s politicking’ that caused the underfunding of tourism. The R40 million budget allocated to Cape Town Tourism by the City of Cape Town is too little to ‘properly market and grow the Western Cape as an international desired destination’, they write (the budget goes to the marketing of Cape Town only). They state that it was Ms Zille, in her role as Mayor, who cut the budget, ‘to plunge the industry into the dire situation it finds itself in now’. From having been the top tourist destination for local tourists, the Western Cape has slipped to fourth position. They blame the DA for playing ‘political football’ with an industry that has an important job creation responsibility. This led to Cape Town Routes Unlimited and Cape Town Tourism being divided, which meant that Cape Town could not capitalise on the World Cup, ‘with many tourism products like hotels and restaurants underutilised‘, they write. ‘Today we see a fragmented and scattered messaged marketing plan which is very dangerous to the industry’, they write in poor English. The writers conclude that ‘no amount of money in the short term will fix the problem, if some basic problems are not addressed in the industry’, and they call for an Indaba to allow the transformation of the industry.
During Ms Zille’s tenure as Mayor of Cape Town, the Mayoral Committee member for Tourism, Simon Grindrod, appointed a consultancy to analyse the success of Cape Town Routes Unlimited, and found the organisation to not be meeting its brief adequately. He motivated the cancellation of the City of Cape Town’s 50 % share of funding to Cape Town Routes Unlimited, and arranged for the amendment of the Cape Town Toruism constitution, to allow Cape Town Tourism to take on the marketing of Cape Town in addition to offering Visitor Information Services. The Western Cape province, now headed by Premier Zille, funds Cape Town Routes Unlimited with about R15 million, for the marketing of the Western Cape, which includes the duplicated marketing of Cape Town by both tourism bodies.
We absolutely agree with the ANC that the Marketing Plan is poor (being ‘dangerous’, as they describe it, may be an exaggeration), but one wonders how they know what is in the Marketing Plan, as no one in the tourism industry has seen a copy of the Plan, as Cape Town Tourism is refusing to make it available to members, and it has not been posted on their website. Ms Brown appears to have forgotten the tourism structure in the province. She should know that Cape Town Tourism is only focused on marketing Cape Town (although they do seem to go beyond their geographic boundaries, as with last week’s ‘100 Women 100 Wines’ competition.)
The poor tourism performance since the World Cup cannot be laid at the door of Premier Zille, but rather must be blamed on the recession, the excessive rates charged by FIFA’s MATCH agency, and the oversupply of accommodation, developed to cash in on the world’s largest sporting event.
We must also question how the City of Cape Town could have allocated the marketing funds to Cape Town Tourism, without evaluating the Marketing capabilities of the organisation’s CEO, Mariette du Toit-Helmbold. With no marketing experience, her organisation had to appoint a Marketing Manager, and the first incumbent of the job was Lianne Burton, a journalist with no Marketing experience. This led to the appointment of a PR Manager and an e-Marketing Manager. Burton left Cape Town Tourism at the end of June this year, but had already changed her relationship with the organisation to that of a consultant from the beginning of this year, meaning that Cape Town Tourism has been anchorless as far as Marketing goes for the last eight months, at a time when the tourism industry slid into crisis mode, without Cape Town Tourism picking this up. A new e-marketing manager, Kaanita Coleman, was also recently appointed due to resignation of the previous incumbent, but no past experience of the new Manager detailed by Cape Town Tourism. Whilst surprising for someone in e-Marketing position, it may be a good thing that she has only written four Tweets on her Twitter account to date, given the excessive time spent on Twitter by Cape Town Tourism’s PR Manager!
We doubt that the newly appointed Executive Marketing Manager Velma Corcoran will make any difference, coming from FMCG brand strategy and research consultancy OIL, linked to the Lowe Bull group, where she headed up its Cape Town office. Mrs Corcoran’s first faux pas, on the day before joining Cape Town Tourism, was to rant as follows on public medium Twitter (@VelBotha) about SAA, an important partner for tourism in Cape Town, and her turn of phrase in such a senior position is not impressive (she still has her ex-employer profile on Twitter!): “EVERYTHING about makes me grumpy, miserable and pissed off. They seem to take pleasure in making it difficult”. Cape Town Tourism wrote as follows about Mrs Corcoran’s appointment: “..we believe that Velma brings a specialist branding and communications experience to our team at a time when we are committing to a strategy based on a strong urban brand positioning to grow demand for Cape Town locally and globally. The tourism market is facing considerable challenges at the moment, and competitive and commercial experience was a prerequisite for this position’. We wonder then why Cape Town Tourism needs an Australian Strategetic consultant, when it has employed a local brand strategist. Interesting is that Cape Town Tourism announced the appointment last week of ad agency Ogilvy, not waiting until Mrs Corcoran started her new job on Thursday, so that she could give the appointment her blessing and approval, given her agency background!
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter@WhaleCottage