A marketing strategy to ensure the 2010 FIFA World Cup helps make the province one of the world’s premier tourism destinations has been launched by Cape Town Routes Unlimited, the official destination…
A marketing strategy to ensure the 2010 FIFA World Cup helps make the province one of the world’s premier tourism destinations has been launched by Cape Town Routes Unlimited, the official destination marketing organisation for Cape Town and the Western Cape.
Speaking at the 2007 Tourism Indaba in Durban, Calvyn Gilfellan, Acting Chief Executive for Cape Town Routes Unlimited, says the soccer extravaganza is the best possible opportunity to promote the destination to billions around the world.
Gilfellan says the new strategy aims to capitalise on the unsurpassed media exposure of the biggest sporting and media event on the planet to ensure that by 2020 Cape Town and the Western Cape are among the world’s top 10 destinations. This will be measured in terms of visitor numbers and economic impact, specifically the industry’s pivotal role in social and economic change in the province.
Our game plan is that the 2010 FIFA World Cup will propel our beloved destination into the rankings of the world’s premier tourism destinations and make it one of the top 10 by 2020. The momentum for achieving that is being set now, in the 3 years leading up to the tournament.
At its core is a series of partnerships to draw new visitors from 17 key soccer-playing countries up to and during 2010 from both new and existing international markets; Aggressive Host Campaign, which will focus tourism operators, media and other stakeholders on the Western Cape. Thirdly, its Extended Stay Campaign will encourage travel to the Western Cape before, after and during the tournament.
2010 is the best possible opportunity to promote the destination to billions around the world enhancing the sustainability and performance of the tourism economy in Cape Town and the Western Cape. Unsurpassed media exposure;
“The next three years provide a crucial window for us to ensure that by 2020 Cape Town is seen as one of the world’s great cities, with the Western Cape a globally favoured place to work, invest and live, with an environment where all can attain livelihoods and dignity.”
Gilfellan said that while the city and province have in recent years significantly increased domestic and international visitor numbers; seasonality – where the bulk of visitors arrive in the summer months – remains a challenge.
A steady flow of visitor arrivals is needed for the tourism sector to reach its potential as a provider of year-round jobs and opportunities for emerging entrepreneurs.
The fact that the World Cup will be played in the Western Cape’s winter season is likely to help project it as a year-round destination and will be a focus of the marketing strategy. A number of matches will be played around the province, culminating in a semi-final at the new Green Point stadium in Cape Town.
“Our task is to increase visitor numbers, to get them to visit more often, spend more, stay longer and travel further afield in the province. Achieving that requires partnerships with all relevant stakeholders,” concluded Gilfellan.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
