MONTHLY UPDATE SEPTEMBER 2013
Visitor Services Update
The number of over the counter interactions during September 2013 shows 4% increase from August 2013 and year on year showed a decrease of 28% in visitor interactions in the VIC’s. A total of 20 480 over the counter interactions were recorded of which 7 541 were within the CTT managed VIC’s.
The top 3 contributors to domestic visitors are Western Cape (73%, 3% down from the previous month), Gauteng (10%, 2% up from the previous month) and KwaZulu-Natal (4%, same as previous month). The top contributors to international visitors are Germany (19%, 4% up from the previous month), UK (13%, same as previous month), and USA (10%, 1% down from the previous month). 52% of visitors were from the domestic market and 48% from international market.
161 Bookable enquiries were received by the CTT network; this is a 38% decrease month on month and 40% decrease year on year. The team successfully converted 152 of the enquiries to confirmed bookings. This is conversion rate of 94%. The team’s conversion percentage is high, but the reservation target was missed by 33%.
Industry Services Update
A key focus for September was on membership renewal and our teams committed a lot of time to renewal calls and administration around invoicing. In total, 2 954 member engagements took place during September in the form of newsflashes, telephone calls, meetings, emails, business support activities etc.
The membership database stands at 1 376 members with 18 new members recruited during September. Cape Town Tourism currently has 279 Emerging Entrepreneurs (EE) on our database of which 93 are Historically Disadvantaged Individuals (HDIs). The implementation of a Board Development Fund is an exciting project that will elevate the profile of our Emerging Entrepreneur programme and further help tourism businesses embrace transformation.
Marketing Services Update
September is one of the busiest months of the year for our marketing team due to an increase in the number of tourism related enquiries tied to World Tourism Day as well as the roll-out of our #LoveCapeTown campaign at local and international level.
- Website traffic increased by +16.92% year on year.
- Cape Town Tourism retained our first page rankings position on Google for primary keywords despite a large Google update that took place this month.
- The #LoveCapeTown campaign surpassed the 2012 results with over 42 million impressions.
- Cape Town Tourism and our advertising agency, Ogilvy, won a Gold Loerie at the prestigious annual awards in the category Digital and Interactive Communication: Social Media.
- Cape Town Tourism attended the UNWTO Global Summit on City Tourism from 19 – 21 September as a key input to the Cities Tourism Project, currently in its second year, focusing on measuring the Economic Impact of Tourism in Cities.