Cape Town Tourism - Table Mountain

Cape Town Tourism October leadership breakfast

Cape Town Tourism hosted a leadership breakfast for 30 industry members and stakeholders on Friday, October 8, 2010 at the Coral International Hotel. The meeting was facilitated by destination marketing expert Claes Bjerkne and Cape Town Tourism CEO Mariëtte du Toit-Helmbold, and followed on the successful Annual General Meeting (AGM) held the day before at Cape Town International Convention Centre.

The main items discussed at the breakfast were:

  • The issue of seasonality and establishing Cape Town as a year-round tourism destination. Suggestions to address seasonality included:
  • - Marketing a strong winter brand for Cape Town
    - Ensuring that the industry packages and sells winter experiences
    - Creating a sense of “geselligheid” or “coziness” (as described by Zayd Minty of Cape Town Partnership) for visitors
    - Using events, particularly sporting and creative events, to increase visitor numbers
    - Using Cape Town’s bid for World Design Capital 2014 to increase the number of creative events during winter
    - Encouraging various food- and wine-related events
    - Focusing on business tourism and its critical role in improving airline capacity.
  • The importance of focusing on domestic and intra-provincial tourism, and not only that from Gauteng.
  • Cape Town Tourism’s lobbying role on behalf of the tourism industry on matters such as airline capacity, visas from the Department of Home Affairs, etc. 
  • The value of research in source markets to examine the barriers to travel for potential visitors, rather than simply conducting surveys with visitors that have already visited Cape Town. 
  • The stimulation, support and development of tourism businesses, events and attractions that are already in operation.
  • The importance of ensuring investment in new products to keep the city’s tourism offering fresh and interesting.
  • Strategies for constantly countering the perception that Cape Town is an expensive destination.
  • The importance of sustainable development, ensuring that the private sector employs responsible tourism practices and avoids “greenwashing”.

The leadership breakfast was the first of a number of industry workshops planned as part of a consultative process to establish the Cape Town brand and refine the Cape Town Tourism 2020 strategy.

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