Insights from WTM 2013

My recent trip to World Travel Market was busy and inspiring. I came to listen. I came to hear what it was that the world’s travel operators wanted from Cape Town. Before I set off, I asked the industry what they wanted to know. Most of you wanted to know what you should be packaging, what the market wants.

I was given every indication that World Design Capital 2014 is big news; a lot of questions were asked about the events in the programme and the tours that reflect the WDC 2014 year in Cape Town. Many were curious to know what sort of township tours are being developed to mark South Africa’s 20 years of democracy.

The UK remains mad about Cape Town but there was increased interest from Nigeria and India, as well as Brazil, Sweden and Switzerland.

Operators are packaging around cricket and rugby events and there is sustained interest in Cape Town as a food destination. Many want to know more about luxury.

Safety and value are still very much under scrutiny. We need to manage these perceptions carefully.

What was clear is that there is much that can be done to convert the dreamers into visitors. The trade is hungry for information and we have our work cut out for us. Start by using the tools available to you … download Cape Town Tourism’s members toolkit and partner with businesses and offer value that will respond to what the market wants.

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