Tourism champions


Industry members were encouraged to think of themselves as brand ambassadors for Cape Town during the World Cup 2010. Photo © Cape Town Tourism

With our welcome ready, it was vitally important that Cape Town as a city showed itself to be a champion of responsible tourism. Cape Town Tourism took the lead, engaging stakeholders across all levels to ensure that our visitors had the best possible experience of Africa’s greatest city.

Engaging the industry

Cape Town Tourism developed a readiness presentation, around the city being “ready to welcome the world”, to encourage industry members to think of themselves as citizens and brand ambassadors for Cape Town first and foremost, and then to grasp the long-term benefits of the World Cup for tourism in Cape Town.

A Team Cape Town logo was developed for industry members to use as bus and car decals, and for use on letterheads, emails, websites, screensavers and cellphone wallpapers (downloadable free of charge on without fear of contravening FIFA branding restrictions. The logo was applied to all Budget Car Rental vehicles and iKapa tour buses for the run-up to and duration of the event.

Informative networking functions were held with guest speakers such as MATCH and officials from the City of Cape Town to enable members and stakeholders to get more involved in the 2010 FIFA World Cup™ event.

Responsible pricing

Cape Town has a global reputation for offering excellent value, and perceptions of overpricing during the World Cup would severely damage this, especially in light of the global recession and widespread price-sensitivity among travellers. For this reason, Cape Town Tourism was particularly proactive on the issue of responsible pricing. Already as far back as 2006, we launched a series of awareness sessions around the World Cup and provided the industry with pricing guidelines for the event in line with peak season rates.

A survey conducted by Grant Thornton South Africa on behalf of Minister of Tourism Marthinus van Schalkwyk identified Cape Town as the Host City that offered the best value for money during the 2010 FIFA World Cup™. Cape Town Tourism’s part in spearheading the drafting and signing of the Code of Responsible Pricing for Cape Town in the run-up to the World Cup played a significant role in encouraging accommodation establishment owners to price sensibly and offer value for money. The Code of Responsible Pricing for Cape Town also served as a reminder to the industry of tourism’s role in social responsibility and the sustainable legacy of the World Cup.

Training workshops and service excellence

During the 2010 FIFA World Cup™, Capetonians proudly ensured that visitors had a great time in the city. Photo © Cape Town Tourism

We believed that if Capetonians ensured that visitors had a remarkable time, visitors would spontaneously engage in invaluable word of mouth marketing about our destination, resulting in repeat visits to Cape Town after the World Cup.

Cape Town Tourism conducted an average of four industry-readiness presentations per month for the eight months from November 2009 to June 2010, reaching about 2 000 stakeholders. This included a presentation at the Cape Town Tourism Annual General Meeting and one to the full Garden Court de Waal staff group, who hosted many media representatives during the World Cup.

Cape Town Tourism also developed an innovative service excellence programme, in a drive to train tourism stakeholders in the gentle art of good visitor relations. The aim was to equip people who deal with tourists directly with the right facts and figures, as well as 2010 FIFA World Cup™ information.

In total, we trained 8 498 people, including 7 000 South African Police Service members reached by the 85 communication officers who attended our train-the-trainer session.

Safe sex and HIV awareness

The “Play it Safe in Cape Town” project saw the distribution of 160 000 condoms via 30 Cape Town accommodation establishments during June 2010. This was a joint effort between Cape Town Tourism, the City of Cape Town, the Provincial Department of Health, the Federated Hospitality Association of Southern Africa (FEDHASA) and the South African Business Coalition on HIV/AIDS (SABCOHA).

Human trafficking

Like the rest of Africa, with its porous borders and border authorities stretched to the limit, South Africa has a trafficking problem. As a signatory of the Protocol to Prevent, Suppress and Punish Trafficking in Persons, especially Women and Children, adopted in Palermo, Italy in 2000, South Africa is required to investigate and prosecute trafficking, as well as train officers to assist and protect victims.

Cape Town Tourism launched the Tourism Child Protection Code of Conduct (“The Code”), in partnership with Fair Trade in Tourism South Africa (FTTSA). The launch saw the signing of The Code by 14 industry members of Cape Town Tourism and highlighted the need for the industry to take a stand against human and child trafficking.


Cape Town Tourism’s PR and Communications team assisted with manning the Host City desk at the Official FIFA Media Centre at the Cape Town Stadium for the duration of the tournament. During the month, Cape Town Tourism hosted more than 750 World Cup journalists on tours and excursions, encouraging them to see more of Cape Town than just the inside of the Stadium or their hotel room. The results were overwhelmingly positive and Cape Town consistently came up tops as a Host City. Media coverage of Cape Town has reinforced the global brand profile of Cape Town as Africa’s Greatest City.