Pricing panic unfounded says Cape Town Tourism
“Rumours of exorbitant price hiking in Cape Town ahead of the 2010 FIFA World Cup™ have been founded on isolated incidents and sensationalism,” says Cape Town Tourism CEO, Mariette du Toit-Helmbold.
“Like many other top world cities, Cape Town does have some high-end luxury products like private, serviced villas located in exclusive areas on the edge of the ocean and these properties do appeal to the prestige visitor at the top end of the market. On the whole, however, Cape Town’s pricing strategy is well balanced for the duration of the 2010 FIFA World Cup™,” she says , adding, “The majority of the local industry consists of responsible operators who realise that a value-for-money return on any holiday investment is essential to ensuring that the destination is not labelled ‘greedy’ now, or after the event.”
Cape Town has played host to some major events in 2009, such as the recent IPL, the Lion’s tour and the Confederations Cup. In a Cape Town Tourism poll of visitors to the Confederations Cup, 63% said they were planning on returning for the 2010 FIFA World Cup™.
For the most part, accommodation establishments in Cape Town are posting rates for the 2010 FIFA World Cup™ that are equivalent to their peak season rates, with a small surplus. A good indication of the public’s favourable response to this is that many of these establishments are already fully booked.
Average costs for a night in a centrally located guest house are forecast at an average of R500 to R800 (£40 to £64.10), while an award-winning four-star city hotel is charging, on average, R1900 to R2400 (£152.24 to £192.30) per night for a room. Renowned five-star waterside hotels are asking in the region of R5000 (£400) per room per night, sharing. A variety of serviced self-catering apartments and cottages are also available at rates that average from R200 to R500 (£18 to £40) per person per night.
Cape Town Tourism also recommends unique community-based accommodation experiences that range, on average, between R200 and R600 (£18 - £45) per person per night sharing. Day trips and excursions range, on average, between R120 (£18) for a City Sightseeing Bus Ticket, valid for two days, and R400 (£32) per person for a full-day wine, or cultural, tour. Cape Town offers some of the best food and wine experiences in the world and three-course meal prices in an upmarket restaurant will range from R250 to R550 (£20 to £45), with a good bottle of wine priced at an average of R120 to R300 (£9 to £24).
Cape Town has excellent accommodation capacity but allowance, where appropriate, has been made for temporary accommodation, with particular reference to the budget sector, which could be an area of short-fall in Cape Town. An August 2008 survey revealed that Cape Town will have ample bed capacity for the 2010 FIFA World Cup™. Cape Town’s accommodation capacity (including accredited and approved temporary accommodation stock) currently stands at 56 000 beds and an estimated total of 70 000 beds should be online by June 2010 in the greater Cape Town area. Furthermore, Cape Town is in close proximity to regions such as the winelands, Overberg and the Garden Route, all with good capacity as well.
“Cape Town Tourism is working hand-in-hand with MATCH and FIFA to encourage as many establishments as possible to contract with MATCH, but we understand too that the decision to sign up to MATCH is a business decision that each tourism business must make, weighing up their unique situation, requirements and suitability.”
Du Toit-Helmbold also alluded to problems with those players in the industry that were not accredited, or endorsed, by any of the official tourism organisations. She urges visitors to check the legal status of establishments and service providers before they book and suggests that visitors enquire with Cape Town Tourism to avoid disappointment and says, “Other than urging caution, Cape Town Tourism has no control over the quality of establishment, or prices, charged by people renting out their private homes. Visitors wanting to ensure that they get what they pay for should go through a recognised organisation or reputable agent.”
Fans wishing to attend the 2010 FIFA World Cup™ on a budget that works for them are advised to contact Cape Town Tourism for suggestions on accommodation, transfers, car hire and tours.
Visit www.capetown.travel/2010, email email@example.com, or call +27 (0) 21 487 6800.
ABOUT CAPE TOWN TOURISM
Cape Town Tourism is the official visitor, industry and destination marketing association for Cape Town. The Cape Town Visitor Strategy is recognised by the United Nations World Tourism Organisation as the world’s best. Cape Town Tourism is currently focused on supporting the tourism industry, the city’s leaders and the people of Cape Town to host a successful 2010 FIFA World Cup™ in a manner that creates a legacy for Cape Town beyond 2010.
Cape Town Tourism’s comprehensive website, www.capetown.travel, has user-friendly touch-points that allow visitors to explore Cape Town through the social media landscape. A dedicated 2010 FIFA World Cup™ portal, www.capetown.travel/2010, assists visitors in planning their visit over this time.