Services Update – April 2014
Marketing Services Update:
April saw a communications focus on ‘freedom’ with Cape Town Tourism issuing a press release about things to see and experience in the Mother City as we celebrated South Africa’s 20 years of democracy and the Month of Freedom.
In addition April saw us focused on preparations for WTM Africa, the launch of the Mobile Visitor Information Vehicle Thando, Indaba 2014 and our Winter campaign which all took place in May.
During the month we hosted trade from Germany and India as well as 12 media. In total a media ROI of just over R2 million was recorded for the month.
Traffic to our website continues to grow with an increase of 22% on the same month last year. CTT commissioned ‘Digital Tourism Think Tank’ (DTTT) to run a workshop with our members to facilitate training in mobile technology.
The team is also focused on the Industry Session at the end of the month where we will be sharing our marketing plans with the industry and highlighting opportunities to get involved with CTT.
During April, the top three contributors to domestic visitors were the Western Cape (74%), Gauteng (10%) and KwaZulu-Natal (4%). The top contributors to international visitors were Germany (23%), UK (15%), and USA (8%). A total of 47% of visitors were from the domestic market and 53% from international market.
The number of over the counter interactions during April 2014 showed a 9% decrease from March. A total of 21,537 over the counter interactions were recorded, of which 8,436 were within the CTT managed VIC’s.
Telephone and email enquiries for the network showed a 2% decrease month on month and a 29% increase year on year. The total number of enquiries received for the network was 13,327, of which 11,942 were telephonic enquiries and 1,385 emails.
219 bookable enquiries were received by the CTT network; this is a 35% decrease month on month and a 1% decrease year on year. The team successfully converted 232 of the enquiries into confirmed bookings. This is a conversion rate of 92%.
Our Coffee and Connect Session in April was a combination of networking and information sharing, with the Marketing team, who reported back on their Indian Roadshow with South African Tourism earlier this year. Some of our newer members also took the opportunity to showcase their products to fellow members.
The membership database currently stands at 1,256 members and we welcomed 18 new members to Cape Town Tourism. A total of 4,738 engagements with members were recorded via our different communication channels which include newsflashes, phone calls, visits, emails and business support.
Information and assistance provided to members included start-up requirements for new business, funding, signage and relevant stakeholder information.