February has drawn to a close, and has not disappointed the tourism industry in Cape Town in giving it a welcome confidence and income boost. However, February occupancy in Camps Bay has been on a par with 2011, at just under 90%. February is by far the most popular tourist month of the year now, which it previously shared with November.
February is attractive to the UK market specifically, and to the northern hemisphere generally, to have a break after a long and bitterly cold winter this year. The UK had school half term in this period too, allowing families to travel. The Mining Indaba earlier this month was a tremendous boost for the city. Our statistics for Camps Bay show that the share of the UK market in February was at its lowest level in the past six years, at only 20%, with that of South African visitors having increased dramatically from 9 % in 2007 to 38% this month. The German tourist share at 15 % this month is on a par with 2007 and 2008, a welcome improvement after a decline in the years between 2008 and 2012.
In January occupancy in Camps Bay improved significantly to 72%, from 58% the year before, but it was still below the occupancy achieved in January between 2007 and 2010. A similar trend was evident in December 2011. Hermanus showed a significant recovery in February, with a 40% occupancy, double that of February 2011, the best performance since 2008. Sadly Franschhoek experienced by far its worst February ever in six years, largely due to the sharp decline in the number of weddings which have traditionally been held in the village in February, and German tourists being less interested in visiting Franschhoek, choosing Stellenbosch in preference. The Franschhoek Wine Valley tourism association has done no visible marketing in the past year, other than the hosting of a few events, and its reduced marketing in using the services of a one-day-a-week consultant is not helping!
It was with concern that we read an article in the Weekend Argus last weekend, irresponsibly entitled ‘Tourists flock to Mother City in record numbers’. The article’s claim that ‘Cape Town’s extended summer has translated into the city’s best-ever holiday season, with tourism experts declaring that predictions for a much-improved season have been right on the money’, is misleading, and completely incorrect. The problem probably lies with who the journalist interviewed as so-called ‘tourism experts’.
The article quoted a number of tourism players, and the statements of most would be shot down by the industry, given their own experiences of the past few months, and how these compare with previous years:
* The biggest culprit is Cape Chamber of Commerce President Michael Bagraim, who has enjoyed using his position as President to make media statements about any possible topic, including tourism, about which he has little experience as a labour lawyer. He claimed that the tourism figures ‘were the best he had seen yet for the city’ (our underlining). His statement implies that he may not have seen all potential past tourism information, and it shows in his subsequent quotes to the journalist, including the nonsensical statement that ‘This past summer has certainly been the best, and we hope the upcoming summer will be even better. At the current rate I think Cape Town could easily become the best tourist destination in the world’, not defining how he defines ‘best’! He clearly does not understand the definition of ‘summer’, and that it still has another six weeks to go, with far lower occupancy expected in this period.
Mr Bagraim goes from bad to worse, by praising the World Cup for the good performance: “I believe that we are now experiencing the rewards from the World Cup, the reason being that so many tourists currently in the city were here during that period, and are now returning”. We cannot agree with Mr Bagraim at all, showing that he was completely out of his depth in this interview! He added that word of mouth from those that had attended the World Cup 18 months ago, the resultant media coverage, Table Mountain’s New7Wonders of Nature (not yet confirmed for Cape Town), and being named 2014 World Design Capital ‘would help ensure that Cape Town’s tourist enterprise would continue to thrive’ (our underlining). Mr Bagraim clearly was not aware that the tourism industry experienced a crisis in 2011, and was nowhere near ‘thriving’! He added:‘The one thing to remember about tourism is that it is foreign money which comes into the city, meaning it is new money that gets recycled throughout the economy’ (our underlining). Once again Mr Bagraim has not been briefed about the visitor composition, and that the majority of tourists in the Cape are South African! The rest of his statement would make economists shudder! We can however agree with his declaration that ‘Tourism is certainly the biggest money-spinner for the city, and it will continue to be so for many years to come’!
* Western Cape Minister of Tourism Alan Winde quoted improved visitor numbers for ‘Table Mountain National Park’ and Robben Island, but the time period was not stated.
* Calvyn Gilfellan, CEO of Cape Town Routes Unlimited, issued a media statement a week ago, along similar lines of the Weekend Argus article, and the journalist must have sought inspiration for his headline from this irresponsible media statement about the ‘interim summer’ period. Mr Gilfellan is quoted as saying that Table Mountain had seen a 25 % increase in visitor numbers between November – January relative to the same period a year ago. His conclusion is that it proves ‘the impact an international accolade has on the popularity of the attraction’. What Gilfellan neglected to mention was that the improved weather (i.e. reduced number of days on which the Cableway did not operate due to rain and gale force wind) in the past three months relative to a year ago played a huge role in the tourism numbers achieved for Cape Town’s icon.
* Cape Town Tourism’s Communication Manager Skye Grove was also quoted, in a nonsensical linkage made between tour guides and the increased use of technology, ‘which should spur tour guides to up their game’, she is quoted as saying. Further she is quoted as saying that tour guides should maintain high standards of quality and content ‘to keep up both with the challenge of technology, but also with the high tourist numbers’, a statement that does not make sense! Ms Grove sent out a media release last week, sharing informal ‘research’ Cape Town Tourism had conducted amongst its members about their performance in December and January. With the exception of the accommodation members, the sample sizes were not mentioned, yet detailed analyses were provided, and one can assume that the subsample sizes were tiny (only 106 accommodation establishments responded, representing by far their largest member segment). Ms Grove quotes passenger arrival figures at Cape Town International, up on the year before, which was a particularly poor period of arrivals. She quoted Ravi Nadasen, GM of The Cullinan, who stated that accommodation establishments had not experienced the same good performance as had tourism products, due to the oversupply of accommodation in the city, as well as a trend to visitors staying with family and friends.
* Mayoral Committee Member for Tourism, Events and Marketing, Grant Pascoe, is receiving a lot of coverage via Cape Town Tourism’s media releases, in the few that they issue, and his statements in the Cape Town Tourism media release were included in the Weekend Argus article, once again demonstrating how out of touch the Councillor is with tourism in the city. He is quoted as saying that ‘the boost in the number of visitors to the city was a trend that was expected to continue into 2012’, given a number of events in March and April, including the Argus Cycle Tour, the Cape Town International Jazz Festival, Design Indaba, and the Two Oceans Marathon. Our experience is that events (e.g. J&B Met) have attracted fewer non-Cape Town visitors to Cape Town this year, and even the Argus Cycle Tour has not yet filled Camps Bay, as it has in the past years.
We have previously pleaded for greater honesty and reliability in the reporting of the performance of the tourism industry. The summer season is not yet over, and the past twelve months should not be the only benchmark of tourism performance, given that 2011 was the worst tourism year ever experienced in the Cape. It is no achievement to see tourism improvements relative to 2011!
Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage















