Providing detailed information for visitors
In practice, this means marketing the city’s attractions, experiences, accommodation and people across a variety of platforms including digital, social media and traditional media. Cape Town Tourism provides a wealth of detailed information for visitors to explore the city more, to ensure that their experiences are consistently world-class.
Cape Town Tourism also represents the city at trade shows and on other trade marketing platforms, to showcase what’s on offer and attract more visitors. This, with a view to expand the market locally, regionally and globally to key markets, which include the United States, Europe, the Middle East and Far East, as well as on the rest of the African continent ¬ – this includes promoting Cape Town as a destination and also identifying opportunities and potential partnerships.
Cape Town Tourism is a membership organisation comprising almost 1,300-member businesses, which include all tourism or tourism related businesses ranging from SMMEs to large multinational organisations.
Promoting and growing the tourism industry
As the city’s primary tourism organisation, Cape Town Tourism conducts extensive research into the economic value of tourism as well as visitor perceptions.
“We have long enjoyed working with the honorable mayor and her team as well as all those who represent the tourism industry in Cape Town in promoting this fantastic destination and ensuring that all expectations are met and exceeded for our visitors; it’s an honour that this working relationship is set to continue,” says Enver Duminy, CEO, Cape Town Tourism.
says Patricia de Lille, executive mayor, City of Cape Town.Cape Town Tourism encourages locals to extensively explore the city and to make use of the city’s resources on offer, and treat visitors well to ensure the ongoing growth of the tourism sector.
Why not explore the world instead of lying on the couch? This year, at ITB Berlin trade visitors and the general public can immerse themselves in the world of youth travel again. Tour operators, tourism associations and organisations will be gathered in Hall 4.1 where they will be showcasing their latest products and innovations in the Youth Travel & Economy Accommodation segment. Exhibitors will be presenting digital innovations such as VR goggles, information on new youth travel destination, events on festivals, and communicating with emojis. All these things will be just the ticket for their target audience, a new generation that is keen to travel.
At last, the ITB Berlin Youth Travel segment in Hall 4.1 has come of age, and in order to mark its eighteenth anniversary the youth tour operator ‘ruf Reisen’ has produced a special film. Inside the Language Zone, Europe’s market leader will also have information on language courses abroad and summer trips with a focus on ’sports and beach’, ’partying and beach’ and ’chilling and beach’ holidays. VR goggles will be available for visitors to enjoy sports on the beach with, and for chilling out afterwards in a special area.
In 2017 ‘Das Reisenetz – Deutscher Fachverband fur Jugendreisen’ will be occupying its largest combined stand to date in Hall 4.1. Schliersee and Arberland, two youth tour destinations of the future, will be exhibiting for the first time. These two regions will be represented as a pilot project of the travel network ‘Jugendreise-Qualitatssiegel fur Destinationen’ alongside Bayerischer Landes-Sportverband e.V. The South African Youth Travel Association (SAYTC), a new partner of the travel network, will have information on youth tours in South Africa. Together with several of its members, this is the first time the organisation will be represented at ITB Berlin. Numerous events organised by the travel network and featuring high-ranking figures from politics and business will have information for visitors on the latest developments in the youth tour market on the stage in Hall 4.1 and in the Youth Incoming Germany Lounge (YIG). On Thursday, 9 March 2017, a get-together of the youth tour sector will take place at the big ITB travel network party.
In Hall 4.1a, at numerous workshops, the World Youth Student and Educational Travel Confederation (WYSE) and other experts will be discussing millennials and Generation Z. They will present case studies and best digital marketing practices as well as strategies for youth destinations and working with bloggers.
On Wednesday, 8 March 2017, from 1 to 3 p.m., the first Youth Travel Startup Forum will have information on trends and developments in this growth segment. Among those taking part will be Andre Baumeister of FRAM – Science Travel, Mark van der Heijden of Wanderbrief, Frauke Schmidt of Unplanned, John Donnelly of Welcome Groups, and Sebastian Dopp of IT Jugendreisen.com.
On Thursday, 9 March 2017, from 1 to 2 p.m., visitors to the stage in the Youth Tour hall can also find out more about ’Sound Destinations: Music, Festivals and the Youth Visitor’. Moderator Nick Hall, founder and CEO of the Digital Tourism Think Tank, will be talking with Katja Hermes of Sound Diplomacy, Prof. Greg Richards of the WYSE Travel Confederation, and Matthieu Betton of Sojern, about the attraction that music and festivals exert on young people and how destinations can benefit. Colourful emojis have changed the way Generation Z communicates and also pose a challenge for tourism managers. Thus on Friday, 10 March 2017, from 11 a.m. to 12 noon, ’How to talk to Generation Z in five emojis or less’ will be the topic of a discussion round. Taking part will be Michael Potscher of Tour Radar, Emmanuelle Legault of Destination Canada, and Dom Carter of What Marketing Company, who will provide some interesting ideas and examples of best practices. The event will be moderated by Rhett Lego of The Conjoint Marketing Group.
School trips are fun. However, when travelling, knowledge of safety and legal aspects is needed. This where Germany’s first ’school trip licence’ should be of help. On Friday, 10 March 2017, over four sessions and in cooperation with Hochschule Bremen, A&O Hostels & Hotels and Welcome Berlin Tours will have information on topics including school trip guidelines, safety, sports trips and learning in different locations on school trips. On Saturday, 11 March 2017, on the big stage in Hall 4.1, ’school trip licence’ certificates will be presented for the first time.
While terrorism in Europe and Zika in the Americas pose hurdles to tourism in those destinations, this year is turning out to be a resurgent one for Africa and Japan, which had faced their own challenge and visitor downturns in recent years.
“People like to travel, they want to travel. And they’re going to travel where they feel safe,” Abercrombie & Kent CEO Geoffrey Kent told Travel Weekly’s Arnie Weissmann at the World Travel and Tourism Council Global Summit last month. “Europe, Paris and Brussels, we’re obviously feeling an impact there. However, Africa has now become safe. Before, over a year ago, it was Ebola and everyone said Africa is unsafe. So yes, now we’re finding a big influx into all of Africa.”
The deadly Ebola outbreak in western Africa in 2014 completely crippled the continent’s tourism flow, with the effects still being felt well into 2015, operators reported. But now they are confident that Africa is poised for recovery.
According to G Adventures vice president for product innovation Jeff Russill, “2016 has so far been a solid rebound year [for Africa], and together with the weak South Africa rand, sales for travel to southern Africa are doing particularly well for us.”
Russill noted that bookings for southern Africa are up between 35% and 40% compared to the same time last year and east Africa is also up 10% from last year.
“With a generally stable political climate and good value for money, we hope to see this increase even further,” Russill said.
Africa being back in vogue comes as the Caribbean, and South and Central America, have faced a bit of a setback this year due to media coverage of the mosquito-borne Zika virus.
“Everybody’s numbers are off for Brazil,” said Ashish Sanghrajka, president of Big Five Tours & Expeditions, adding that the negative press Brazil has been getting about the Olympics, its political situation and now Zika has made the destination a hard sell.
However, Sanghrajka said that Africa is not necessarily picking up travelers who have diverted their plans due to Zika or because of the recent terror attacks in Brussels and Paris, but rather due to pent-up demand.
“We started seeing a bounce up even before Zika, even before Brussels, even before what happened in Paris,” he said. “I don’t know that the uptick in Africa is based on Zika. I think it’s more people who have been wanting to go. It is people who are genuinely interested in Africa. For the last two years, people have been traveling to destinations that were their Plan B.”
Another destination that travelers had been putting off for a few years, Japan, is seeing renewed interest.
Japan tourism has “recovered dramatically” following the 2011 earthquake and tsunami, surging by 47%, Ryoichi Matsuyama, president of the Japan National Tourism Organization, said during the Global Summit.
Inbound tourism to Japan had plummeted by 62% following the tsunami, which claimed more than 15,000 lives.
Matsuyama reported that in 2015 Japan welcomed 19.7 million visitors, compared with just over 8 million visitors in 2010, the year before the tsunami, marking the first time in 45 years that more inbound visitors went to Japan than Japanese travelers left.
Avanti Destinations, an FIT tour operator, added Asia to its product mix last year. According to Avanti president Harry Dalgaard, its Japan bookings have been exceptionally strong since then.
“In fact, Japan is the leading destination of the seven countries we now sell in Asia,” said Dalgaard.
G Adventures’ Russill said the company saw its sales to Japan climb 25% in 2016 compared to this time last year. The company’s other highest growth destinations thus far for 2016 include Central Asia (specifically Iran and the Central Asian nations Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan), Colombia, Indonesia, Sri Lanka and Cuba sailings.
The Zimbabwe Council for Tourism will approach Government to propose incentives and initiatives meant to mitigate the negative impact of the dollar-rand exchange rate disparity on the tourism sector.
ZCT president Mr Francis Ngwenya said yesterday that continued weakening of the South African rand has made Zimbabwe a more expensive destination, resulting in a loss of visitors from that market.
This adds another significant cost to an industry battling to contain or limit the effect of the 15 percent value added tax on accommodation sales to visitors, absorbed fully or partially by operators to avoid passing on the cost, as this would drive away the tourists.
He said Tourism and Hospitality Industry Minister Walter Mzembi has given ZCT audience over the issue and another round table discussion had been set with him to present their multi-pronged strategy, which in the main seeks to address the negative impact of the rand.
The Tourism minister is on record saying appreciation of the greenback against the rand, while not the sole reason for loss of visitors from SA, has made Zimbabwe uncompetitive as a destination.
“For us South Africa used to be and continues to be a big market. We need to find ways of getting that market to come back into Zimbabwe; whether it is by pricing in rand or whether by coming up with packages suitable for that region specifically,” Mr Ngwenya said.