…
Sharing in Cape Town, the Western Cape and South Africa’s recent FIFA World Cup successes, tourism tributes and details of its upgraded roads, transport facilities, five-star hotels and creative cuisine options, is high on the agenda of the Asian travel trade and media.
Cape Town Routes Unlimited (CTRU), the tourism destination marketing organisation for Cape Town and the Western Cape, is participating in South African Tourism’s Trade Workshops in China (including Hong Kong), Korea and Japan from 22 to 30 July 2010. Also in support are the regional and local tourism offices of the Cape Winelands and Cape Garden Route & Klein Karoo.
Says Calvyn Gilfellan, CEO of CTRU: “Cape Town and the Western Cape experienced a 40% growth in tourism arrivals from China last year, compared to 2008. We must build on this increase and make even sharper inroads into a market that is regarded as one of the fastest growing outbound tourism markets in the world.”
The workshops are scheduled for Beijing, Shanghai, Hong Kong, Seoul, Tokyo and Osaka, and are expected to attract 1 150 tourism trade and media members. In China the workshop takes on the style of a fun South African village, and in Hong Kong, that of a mini exhibition.
Bradley Bouwer, General Manager of Asia Pacific, SA Tourism, is excited: “We’ve experienced a definite and real interest in South Africa since the World Cup, and a better response from travel trade and media here. This is indeed our moment. What the South African tourism industry needs to do now, is ensure that the country remains the value-for-money destination that it really is. We appreciate CTRU’s participation in the workshops, as the appetite for Cape Town and the Western Cape has grown exponentially.”
Both Japan and South Korea are bidding to host the 2022 FIFA World Cup and it is reported that China recently expressed an interest to host the 2026 FIFA World Cup. This provides Itumeleng Pooe, CTRU’s Executive Manager of International Marketing, with a solid base for sharing World Cup experiences and lessons learnt with these markets – especially CTRU’s 2010 marketing campaign, “Beyond the 90 Minutes” (of the soccer game).
Representing the province that hosted Japan’s national soccer side, Ms Pooe will reinforce the Cape Town and Western Cape message to this market: “The people of Cape Town and the Western Cape, together with a focused tourism and hospitality industry, are more than ready to welcome the world back to its beautiful shores. They are proud and eager to share the province’s exquisite scenery, rich history and diverse make-up, riveting outdoor fun and fine gourmet with the world.” she says. The Japanese team, as well as the teams of France and Denmark, had their base camps in the Cape Garden Route & Klein Karoo. Japan stayed at Fancourt, George, and trained at the town’s Outeniqua Park Stadium. A media village was also set up for the team’s accompanying media.
“These workshops are being conducted at the opportune time. The Western Cape is top-of-mind in the Asian markets because of Japan’s stay in the Garden Route. Through our participation in the workshops, we will ensure that the publicity we received during the World Cup is converted into increased arrivals to our beautiful province,” confirmed Western Cape MEC for Finance, Economic Development and Tourism, Alan Winde.
An informal exit poll conducted by MEC Winde’s office and CTRU at Cape Town International Airport at the end of last month, showed that 96% of visitors said that their perception of the destination was more or much more positive than before; 32% said that they would visit Cape Town and the Western Cape again after the World Cup. A further 66% indicated that they would bring their families along. On a scale from 1 to 10, visitors rated their World Cup experience of the destination a 9, which means “very good” to “excellent”. To 42% a visit to Table Mountain was the highlight of their trip, followed by Cape Point (34%), while others indulged in tasting the Cape’s fine wines. Many visitors were bowled over by the province and country’s friendly and helpful people, which encapsulates the spirit of Africa.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
