Cape Town Tourism reveals its plans for 2010


Commenting on Cape Town Tourism’s role in the myriad activities linked to the 2010 FIFA World Cup event in Cape Town, Mariette Du-Toit Helmbold, CEO of Cape Town Tourism says with conviction, “The 2010 FIFA World Cup is an important catalyst for economic growth, but also for marketing our country and building civic pride. As Cape Town Tourism, we are focusing on in-destination activations to ensure that visitors to the World Cup have unforgettable experiences, leaving our country as brand ambassadors and inspiring others to visit. The country will attract many visitors from markets that would otherwise not have visited South Africa and this is an opportunity to expand our foreign and African markets. At the same time, the investment in tourism infrastructure, training and technology will create a solid foundation for sustained development beyond 2010.”

Cape Town Tourism coordinates a variety of projects on behalf of the Host City Cape Town, which include destination marketing, visitor services, accommodation, responsible tourism, communication and e-marketing. They also work closely with other work streams like arts and culture, safety and security, transport and city beautification to ensure synergy and maximised opportunities.

Projects under the destination marketing category focus on profiling Cape Town and its offerings through a variety of channels; including major events, travel shows, and a comprehensive media mix.

There is a strong focus on engaging with so called ‘new markets,’ which are not traditional markets for Cape Town, in the effort to expand Cape Town’s current visitor base.

Targeted 2010 media hosting and PR are used creatively to compliment all efforts in a highly cost effective way resulting in excellent return on investment.

A series of citizen activation campaigns have been put in place to stimulate civic pride and a welcoming spirit amongst Capetonians in the run up to, during and beyond the event. The ‘Cape Town’s Weekend’ on 26 and 27 September 2009 is an initiative run in partnership with the tourism industry to ‘give something meaningful back’  to locals by offering reduced rates, exciting activities and lots of giveaways only available to residents of the Mother City. Launched on 27 September 2008 on World Tourism Day, the initiative proved a major success and resulted in hundreds of Capetonians enabled to explore parts of Cape Town they never thought they would be able to.

A key 2010 legacy programme is the Cape Town Sons and Daughters Programme, to be launched in conjunction with the City and the new Cape Town Station. It will celebrate both legendary and ordinary Capetonians and people who have played a major role in building Cape Town. A walk of fame has been designed as part of the new Cape Town Station that will celebrate these sons and daughters of the Mother City.

Other project highlights include the development of a highly interactive 2010 ‘mini-site,’ which will go live on the 25th of May 2009. The site is part of Cape Town Tourism’s “Extended Stay Programme” and will be an invaluable resource for soccer fans and anyone wanting to know what to do and see in Cape Town during the 2010 FIFA World Cup. Features include match schedules; scores; fan activities; video content; breaking news; blogging and links to twitter, Flickr, and Facebook. The site will be accessible at

“Our aim is to encourage visitors to events in the lead up to the 2010 FIFA World Cup, like the Confederations Cup and Final Draw, as well as the World Cup itself to extend their stay in Cape Town. At the same time we will showcase the richness and diversity of the regions around Cape Town, enticing visitors to make Cape Town their address of choice,” says du Toit-Helmbold. “It is imperative to convert soccer visitors and members of the media into Cape Town brand evangelists so that they will return and promote Cape Town as a remarkable leisure, business and events destination to friends, relatives and colleagues.”

Upgrading and expansion of Cape Town Tourism’s visitor services network has already begun; including the roll-out of both unmanned and mobile Visitor Information Centres at key points in and around Cape Town. Training for both the Cape Town Tourism team and the industry has commenced with the focus on communication, service delivery and safety. Du Toit-Helmbold is confident that the Cape Town tourism industry is ready to provide a seamless and remarkable service to all visitors coming to Cape Town before, during and after 2010.

For detailed information on 2010 specific projects, please contact Leanne Pohlmann, 2010 Marketing Coordinator for Cape Town Tourism via E-mail: or Tel: 021 487 6800.
For media comments, please contact Mariette du Toit-Helmbold, CEO of Cape Town Tourism on Email: or Tel: 083 225 5955.


Released for Cape Town Tourism by
Rabbit in a Hat Communications
021 447 3197

Cape Town Tourism

Mariëtte du-Toit Helmbold
+27 21 487 6800
+27 83 225 5955

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