Cape Town Tourism and the City of Cape Town – marketing in partnership
In the wake of an announcement at the Cape Town Tourism Annual General Meeting (AGM), on October 18, 2012, that the City of Cape Town will now lead the destination marketing of Cape Town, the Cape Town Tourism executive team and board are optimistic about working with the City on a new destination marketing model for Cape Town. We will continue to deliver tourism marketing and visitor services in line with our constitution and are single-minded in our belief that we can grow the tourism economy by working smarter and in collaboration with the City and the industry.
The City of Cape Town introduced their new Tourism, Events and Marketing Directorate (incorporating Arts & Culture and Strategic Assets) to the industry at the AGM. The function of the new directorate includes Place Marketing – a department that will, in future, take the lead in destination marketing at large for the city. Cape Town Tourism will focus on tourism marketing, whilst supporting the directorate with Place Marketing programmes as agreed and outlined in the Service Level Agreement with the City.
The new Cape Town Tourism Board met for the first time on October 25 and elected Sabine Lehmann as the new chair of the board. Lehmann has more than 20 years’ experience in the tourism industry and has received wide recognition as Table Mountain Cableway’s Managing Director – leading the campaign for Table Mountain to be voted a New7Wonder of the Nature and heading up one of Cape Town’s premier tourist attractions and one of the busiest cableways in the world. The board’s first priority is to conclude a new three-year agreement with the City of Cape Town. “The Cape Town Tourism board is committed to working with the City to co-design our future partnership and agree on Cape Town Tourism’s role and responsibility within the broader Place Marketing agenda of the City,” said Lehmann.
As an organisation we have the ability to navigate the significant changes in the global tourism arena; continue to take advantage of trends in digital marketing and deliver innovative customer centred marketing, despite limited funding and tough competition. Cape Town Tourism has been lauded by the United Nations World Tourism Organisation Secretary-General, Taleb Rifai, on the role the organisation plays in positioning Cape Town as one of the world’s leading destinations. “Key programmes over the past year, including a new, compelling marketing campaign and a concerted push into social media platforms, have positioned Cape Town Tourism at the forefront of some of the most innovative initiatives in destination marketing,” he said.
We've had to make difficult decisions in the past, and we will do so again to ensure that Cape Town Tourism is a well-run organisation that contributes in a real way to positioning Cape Town as one of the world’s leading tourism destinations. As always, we will take the industry along on our journey and ensure that our strategies and plans are co-crafted with the industry and the stakeholders who are the flesh and blood of the tourism sector in Cape Town. Changes in our environment, whether local or international, bring with it the opportunity to go back to basics, re-imagine the future and ensure that we stay relevant.
We will cut our cloth according to our available resources, but we will stay future-minded, never compromising on innovation, creativity and excellence. We will improve the balance between “bricks and mortar” and digital visitor service delivery, and focus a lot more on marketing in partnership with the tourism industry and business at large.
If you missed the AGM, watch the video or read the reports at http://www.capetown.travel/content/landing/agm-live.
Thank you for your continued support and partnership. We welcome your input, ideas and participation, so please stay in touch with me and the team.
Mariëtte Du Toit-Helmbold
CEO: Cape Town Tourism