{"id":4670,"date":"2009-10-15T09:51:06","date_gmt":"2009-10-15T07:51:06","guid":{"rendered":"http:\/\/www.whalecottage.com\/blog\/?p=4670"},"modified":"2009-10-17T15:59:38","modified_gmt":"2009-10-17T13:59:38","slug":"cape-town-faces-tough-tourism-challenges","status":"publish","type":"post","link":"https:\/\/www.chrisvonulmenstein.com\/blog\/cape-town\/cape-town-faces-tough-tourism-challenges\/","title":{"rendered":"Cape Town faces tough tourism challenges"},"content":{"rendered":"
\"\"<\/a>Cape Town is\u00a0facing strong tourism competition, and will have to set itself far tougher tourism challenges and to market itself more creatively\u00a0to be able to meet this competitive challenge, said Cape Town Tourism CEO Mariette du Toit-Helmbold at the tourism member association AGM earlier this week, reports Southern African Tourism Update<\/strong>.\u00a0<\/span><\/div>\n
Innovative\u00a0marketing,\u00a0and strong e-marketing and e-commerce platforms are vital to\u00a0ensure that Cape Town remains an attractive tourist destination, she said.
\n\u00a0
\nCape Town Tourism’s\u00a0new leadership vision for Cape Town for 2020 is to :<\/span><\/div>\n

”\u00a0* be recognised as one of the top cities in the world to live, visit, study and invest in
\n\u00a0\u00a0* double its tourism income
\n\u00a0 *\u00a0use the Fifa World Cup as a springboard to create an economic legacy and unite Capetonians
\n\u00a0 *\u00a0to solve its seasonality problems.”<\/p>\n

Marketing investment in\u00a0public\/private partnerships,\u00a0joint marketing and\u00a0technology and the Internet are vital, she added<\/div>\n
\u00a0<\/div>\n
Cape Town Tourism’s four priorities are the following:<\/div>\n
\u00a0<\/div>\n
“1)\u00a0To host a successful Fifa World Cup in 2010: CTT’s actions were aimed at inspiring confidence that Cape Town was ready for the event; excite its citizens with a series of \u00e2\u20ac\u02dcCape Town: Live it, Love it, Louder!’ campaigns; and inspire ownership of the event. With this in mind, CTT had already launched a Citizens Activation Campaign and a dedicated 2010 website.<\/div>\n
2)\u00a0To realise the long-term promotional legacy of the World Cup: In this regard, CTT developed a dedicated 2010 marketing master plan. Most resources would be spent on in-destination and local marketing initiatives, while focusing on PR and media management in key source markets. A new customer-focused website (www.capetown.travel<\/a>) and a dedicated 2010 mini website were launched. A Facebook fan page for Cape Town signed up 44 000 members in less than a month from all over the world. CTT also got permission from Fifa for a Cape Town Soccer Brand logo.<\/div>\n
3)\u00a0To position Cape Town as a year-round destination: CTT developed a Cape Town 365 strategy to address seasonality, focusing on events and business tourism.<\/div>\n
4)\u00a0Cape Town at large: This strategy aimed at unlocking the unexplored corners of greater Cape Town to spread the benefits of tourism. CTT, the industry and communities were collaborating to produce a series of new maps, mini guides and information for the website.”<\/div>\n
At the AGM the Chairman of Cape Town Tourism, Ian Bartes, raised the issue of the financial independence of Cape Town Tourism, and stated that privatisation could be one way in which the association’s income could be increased, ensuring a reduced dependence on public funding.\u00a0\u00a0 The association aims to\u00a0increase its income from R44 million\u00a0in 2009 to R66 million by 2013,\u00a0with a ratio of public to non-public funding of 60:40.\u00a0\u00a0The City of Cape Town’s allocation to the association\u00a0for the year ending June was R36 million,\u00a0while Cape Town Tourism\u00a0itself generated R7 million, less than budgeted.\u00a0 Cape Town Tourism\u00a0plans to increase its self-generated revenue to R9 million, and expects the City to increase its allocation to R39 million.\u00a0<\/span><\/div>\n
He said\u00a0the association’s\u00a0focus in 2009\/10 would be on addressing seasonality in particular:<\/span><\/div>\n

\u00a0“* a commercial business development strategy focusing on retail, use of technology to upgrade the visitor services network, and expansion of a patron partnership programme with the corporate sector.<\/p>\n

* Joint marketing agreements with the tourism industry to expand private-sector funding contributions.<\/p>\n

\n
* Joint marketing agreements with airlines to stimulate direct travel to Cape Town.<\/div>\n
* Greater investment in PR and guest relations.<\/div>\n
* Expanding joint marketing plans with Cape Town Routes Unlimited with the focus on 2010, business tourism, major city events, e-business, trade shows and exhibitions.”<\/div>\n
\u00a0<\/div>\n
Three new board members were elected during the AGM. \u00a0They are re-elected Chairman Ian Bartes, who is also Manager Service Standards and Quality Assurance at the ACSA (Cape Town). Rashid Toefy<\/strong>,\u00a0CEO of the Cape Town International Convention Centre, \u00a0and Guy Lundy<\/strong>,\u00a0CEO of Accelerate Cape Town.<\/div>\n
Chris von Ulmenstein. Whale Cottage Portfolio: www.whalecottage.com<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Cape Town is\u00a0facing strong tourism competition, and will have to set itself far tougher tourism challenges and to market itself more creatively\u00a0to be able to meet this competitive challenge, said Cape Town Tourism CEO Mariette du Toit-Helmbold at the tourism member association AGM earlier this week, reports Southern African Tourism Update.\u00a0 Innovative\u00a0marketing,\u00a0and strong e-marketing and […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[3,124,22,21,11],"tags":[1916,2103,32366,2382,256,108,85,32378,2380,257,1215,2381,2379,920,2383,340,347,2384,2394,5,32373],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t