A Memorandum of Understanding (MOU) will be signed between Cape Town Routes Unlimited (CTRU) and West Coast District Municipality on Friday 01 February 2008. The two tourism partners will collaborate and promote marketing activities, campaigns and developmental projects aimed at increasing the market share of the West Coast Region.

Calvyn Gilfellan, acting chief executive of Cape Town Routes Unlimited, says: “We are committed to working with all our partners on the West Coast Region to effectively deliver on the promise of maximising the economic and social benefits of tourism to all the people of the Western Cape. As CTRU, we promote and position Cape Town and the Western Cape as the number one experience destination for leisure, business and events. This agreement clearly identifies and outlines the specific nature and scope of the work we’ll do together on the West Coast to achieve this goal.”

Tourism development, destination access, co-operative marketing initiatives, gateway and hub development, tourism safety and investment will be crucial areas of delivery for the benefit of the West Coast. These development projects will form part of the Integrated Tourism Development Framework and a Project Team will be appointed to explore, evaluate and report on progress in these areas.

“This special partnership allows us to jointly position the West Coast Region as a welcoming and attractive region with strong market appeal to domestic and international tourists. Sharing resources, aligning our marketing efforts and collaborating on key economic drivers will ensure the growth in tourism we target for this region,” says Miss Gloria Schoor, Executive Mayor of the West Coast District Municipality.

Ms Hillary Morris, Chairperson of the West Coast Regional Tourism Organisation welcomes this integrated approach and focus on key projects for the region. She says: “We have been in a co-operative relationship with CTRU for a long time, but needed a clearly defined, workable document to guide us in our collaborative efforts. This MOU is constructive and will ensure the West Coast, in its entirety, features strongly on the tourism development tapestry.”

Calvin Gilfellan continues: “The thrust of Cape Town Routes Unlimited’s tourism marketing strategy is GROWTH and TRANSFORMATION and the strength of the Cape Town and Western Cape brand is used to enhance the collective attractiveness of all the Western Cape’s regions. By combining the attractions of our tourism regions, we are positioning the Western Cape as a powerful destination that appeals to a wide range of visitors.”