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May 11, 2009

Cape Town Tourism reveals its plans for 2010


Proudly South African, photo courtesy Damien du Toit aka coda

Visitors to Cape Town for the 2010 World Cup are going to leave the city as brand ambassadors, says Cape Town Tourism CEO Mariëtte Du-Toit Helmbold.

She says Cape Town Tourism is working to ensure that visitors have “unforgettable experiences” and inspire others to visit. “The 2010 FIFA World Cup is an important catalyst for economic growth, but also for marketing our country and building civic pride. The country will attract many visitors from markets that would otherwise not have visited South Africa and this is an opportunity to expand our foreign and African markets. At the same time, the investment in tourism infrastructure, training and technology will create a solid foundation for sustained development beyond 2010.”

Cape Town Tourism co-ordinates a variety of projects on behalf of Cape Town as a host city. These include destination marketing, visitor services, accommodation, responsible tourism, communication and e-marketing. The agency also works closely with others involved in arts and culture, safety and security, transport and city beautification.

Projects under the destination marketing category profile Cape Town and its offerings through a variety of channels, including major events, travel shows, and a comprehensive media mix. There is a strong focus on engaging with so-called new markets, which are not traditional markets for Cape Town, in the effort to expand the current visitor base.

Targeted 2010 media hosting and PR are being used creatively to complement all efforts in a cost-effective way.

Citizen activation campaigns have been put in place to stimulate civic pride and a welcoming spirit among Capetonians before, during and beyond the event. “Cape Town’s Weekend” on September 26 and 27, 2009 is an initiative run in partnership with the tourism industry to offer reduced rates, exciting activities and giveaways to residents of the Mother City. Launched on September 27, 2008 on World Tourism Day, the initiative enabled hundreds of Capetonians to explore parts of their city they never thought they would be able to.

A key 2010 legacy programme is the Cape Town Sons and Daughters Programme, to be launched in conjunction with the City and the new Cape Town Station. It will celebrate both legendary and ordinary Capetonians and people who have played a major role in building Cape Town. A walk of fame has been designed as part of the new Cape Town Station to celebrate these sons and daughters of the Mother City.

Other project highlights include the development of a highly interactive 2010 mini-site, which will go live on May 25, 2009. The site is part of Cape Town Tourism’s “extended stay programme” and will be an invaluable resource for soccer fans and anyone wanting to know what to do and see in Cape Town during the 2010 FIFA World Cup. Features include match schedules; scores; fan activities; video content; breaking news; blogging; and links to Twitter, Flickr, and Facebook. The site will be accessible at www.capetown.travel/2010.


Green Point Stadium, photo courtesy Clarissa de Wet

“Our aim is to encourage visitors to events in the lead-up to the 2010 FIFA World Cup, like the Confederations Cup and Final Draw, as well as the World Cup itself, to extend their stay in Cape Town,” says Du Toit-Helmbold. “At the same time we will showcase the richness and diversity of the regions around Cape Town.

“It is imperative to convert soccer visitors and members of the media into Cape Town brand evangelists so that they will return and promote the city to friends, relatives and colleagues as a remarkable leisure, business and events destination.”

Key content areas within the 2010 mini-website and main www.capetown.travel site will also, as from July 2009, be available in at least six foreign languages including German, French and Dutch.

Upgrading and expansion of Cape Town Tourism’s visitor services network has already begun, including the establishment of both unmanned and mobile Visitor Information Centres at key points in and around Cape Town. Training for both the Cape Town Tourism team and the industry has commenced with the focus on communication, service delivery and safety. Du Toit-Helmbold is confident that the Cape Town tourism industry is ready to provide a seamless and remarkable service to all visitors coming to Cape Town before, during and after 2010.

For detailed information on 2010-specific projects, please contact Leanne Pohlmann, 2010 Marketing Co-ordinator for Cape Town Tourism, via email: 2010@capetown.travel or tel: +27 21 487 6800.

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