2010 ct partnership forum 03.02.09 tourism

CAPE TOWN TOURISM2010 FIFA WORLD CUP PROGRAMMES

1. Welcome & Introduction

2. Cape Town: 2010 FIFA World Cup Host City

3. Cape Town Visitor Strategy – towards 2010 and beyond

4. 2010 Tourism Readiness & Legacy

5. Conclusion

CREATIVITYTABLE MOUNTAIN

THE PEOPLE

ROBBEN ISLAND

ICONIC CAPE TOWN

COLOUR

ENVIRONMENT

V&A WATERFRONT

PENGUINS

LIFESTYLE

CULTUREFOOD AND WINE

STYLE

AWARD WINNING CAPE TOWN• Favourite World City – UK Telegraph November 2008

• Top of the 10 long haul destinations for 2009 – British Airways

• 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure

• 4th Top City in the World & Best in Africa & the Middle East – Condenast Traveller

• 3rd Best World Food City - Lonely Planet Blue List

• Best Destination in Africa - World Travel Awards

• Best City to live in Africa & the Middle East – Mercer Quality of Living Survey

• One of the “Places of a Lifetime” – National Geographic Traveller

• One of the World’s 20 most Sustainable Cities, Ethisphere Institute

• Boulder’s Beach named World’s Best Family Beach - UK Telegraph

• #1 UK Long Haul Destination - UK Trends & Spends Survey

• One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk

• Favourite Foreign City - UK Telegraph

• Favourite World City – UK Telegraph November 2008

• Top of the 10 long haul destinations for 2009 – British Airways

• 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure

• 4th Top City in the World & Best in Africa & the Middle East – Condenast Traveller

• 3rd Best World Food City - Lonely Planet Blue List

• Best Destination in Africa - World Travel Awards

• Best City to live in Africa & the Middle East – Mercer Quality of Living Survey

• One of the “Places of a Lifetime” – National Geographic Traveller

• One of the World’s 20 most Sustainable Cities, Ethisphere Institute

• Boulder’s Beach named World’s Best Family Beach - UK Telegraph

• #1 UK Long Haul Destination - UK Trends & Spends Survey

• One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk

• Favourite Foreign City - UK Telegraph

AWARD WINNING CAPE TOWN

CAPE TOWN IS READY TO WELCOME THE WORLD

SOME FACTS ABOUT 2010• Record 204 countries participating• 350 000+ visitors expected in SA• 4 out of 5 visitors indicate they prefer Cape Town• 3 million tickets for 64 matches• 2010 TV Rights worth R14,7 billion• Provisional Income: $ 3 billion+• Final Draw in Cape Town, Dec 2009• Confederations Cup, June/July 2009• World Broadcasters Conference, Cape Town 2009• Green Point Stadium – 9 matches• FIFA Fan Park at Grand Parade • FIFA Fan Mile linking Grand Parade with Stadium• 3 Public Viewing Areas: Athlone, Bellville, Swartklip• 2 Training Venues & at least 2 Base Camps

OPPORTUNITIES• Destination Marketing

• Legacy– Economic Development & Job Creation– Improved and new infrastructure– Civic Pride– Service Excellence– Sustainable & Green Cape Town– Safety & Security– 365 destination

ACCOMMODATION• 16 000 rooms in 45 min• 7 000 rooms in 15 min • 3 500 rooms in walking distance• 8 new hotels

THE CUSTOMER JOURNEYMarketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’.

Dream/ select Plan Book Visit

Recollect, recommend anticipate

PROJECT SCOPE• Destination Marketing

• Visitor Services

• Industry Services & Accommodation

• Responsible Tourism

• Communication

• eMarketing

2010 Destination Marketing

2010 International

Source Markets

2010 Events /

FIFA Events

2010 Domestic Leisure

Marketing

2010Destination

Profiling

2010 Destination Activation

2010 Visitors Services

2010Management

of Existing Visitors Services Platform

2010Integrated

Visitors Safety

Programme

2010Visitors Services

Excellence Training

2010ICT

2010Visitors Services Network

Alignment

2010 Accommodation

2010FIFA

Accomm. Programme

2010Non FIFA Accomm.

Programme

2010Accreditation

& Service Excellence

Programme

2010Verification of Accomm. stock incl. temporary

stock

2010Linkage:

Transport & Accomm.

Hubs

2010Responsible

Tourism

2010 Code of

responsible Tourism

2010Tourism

Awareness

2010Communication

2010 Communication & Monitoring

of Industry Readiness

2010Public

Relations Programmes

2010 E-Marketing

2010Digital Media

2010Social

Networking

2010eMarketing campaigns

2010Website

2010eNewsletters

MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

THE OTHER SIDE OF MAJOR EVENTS

• Balance opportunities with negative perceptions

• Perception that there will be:• price increases• over-crowding• displacement

MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

MANAGING PERCEPTIONS & EXPECTATIONS• Hosting major events can stall tourism growth

MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

CONCLUSION

Cape Town is Africa’s greatest City and ready to welcome the World.