Most international visitors to the Western Cape this winter were British and they spent more than their American and German counterparts, even though they didn’t stay as long. But somewhat surprisingly more…
Most international visitors to the Western Cape this winter were British and they spent more than their American and German counterparts, even though they didn’t stay as long. But somewhat surprisingly more Americans than Germans visited the province and, on average, spent more.
This according to the results of research commissioned by Cape Town Routes Unlimited and released to its members in a new weekly newsletter, Let’s Talk Tourism. The study was carried out in June and July by a consortium comprising the University of Stellenbosch, University of the Western Cape, the Cape Peninsula University of Technology and African Equation.
It found that in the two-month period Britons comprised 26% of international tourists and spent some R9 205 on a visit lasting on average 20 days. Most visited Cape Town and the Winelands, but a reasonable number also travelled to the Overberg and Garden Route. Nearly half were visiting the country and the province for the first time.
American visitors comprised 13% of international arrivals and on average spent some R7 752 for a 25-night stay. They tended to enjoy mainly eco- and nature-based experiences, but restaurants and culture and heritage tourism were also popular. Cape Town and the Winelands were the most popular destinations. More than 66% were visiting the country for the first time.
German arrivals accounted for 12% of international tourists and of these 75% were first-time visitors. As with their American counterparts, the average length of stay was 25 nights, although the average spend was marginally less at R7 425.
The study also analysed the three largest domestic source markets; Gauteng, KwaZulu Natal and the Eastern Cape. Sixty percent of domestic visitors stayed for a week or less and 57.5% had visited the Western Cape three times or more in the past two years.
Visitors from KwaZulu Natal were the biggest spenders, averaging some R3 376 per person per trip. Those from Gauteng averaged R2 277 per person, per trip, while visitors from the Eastern Cape spent on average R1 184 per person per trip.
Linda Chonco, Cape Town Routes Unlimited PR and Corporate Communications Manager says it’s important to note that while the total average spend for international visitors is higher, this incorporates length of stay. Domestic visitors spend as much or more per day, but tend to stay for shorter periods.
“Research such as this is vital as it challenges assumptions and ensures that Cape Town Routes Unlimited and our members can make informed marketing decisions on fact rather than feel.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
