report from the may/june 2006 survey

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Research programme to track visitor patterns and trends

FOR

REPORT FROM THE MAY/JUNE 2006 SURVEY

Survey conducted by:

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TABLE OF CONTENTS 1. Introduction ...........................................................................................................4 2. Methodology .........................................................................................................4

2.1 Background to methodology:....................................................................4 2.2 Sample frame ...........................................................................................4 2.3 Sample distribution according to region and Sample Size .......................4 2.4 Field workers ............................................................................................5

3. Survey Results and Discussion ............................................................................6 TYPOLOGY OF VISITORS ......................................................................................6

3.1 Origin of international visitors ...................................................................6 3.2 Origin of domestic visitors ........................................................................7 3.3 Age of visitors ...........................................................................................8 3.4 Gross monthly income..............................................................................8

TRAVEL PATTERNS OF VISITORS........................................................................9 3.5 Number of visits by international visitors ..................................................9 3.6 Number of visits by domestic visitors .....................................................10 3.7 Size of travel group.................................................................................11 3.8 Mode of transport ...................................................................................11 3.9 Mode of transport within the Western Cape ...........................................12 3.10 Types of accommodation used...............................................................13 3.11 Western Cape regions visited.................................................................14

REASONS FOR CHOOSING THE WESTERN CAPE...........................................14 3.12 Sources of information............................................................................14 3.13 Main reasons for visiting the Western Cape...........................................15 3.14 Decision to travel to/in the Western Cape at this time of year................16

SPENDING AND RATING OF PRICES .................................................................18 3.15 Total amount spent in the Western Cape ...............................................18 3.16 Amounts paid for meals, accommodation, entertainment & attractions .19 3.17 Rating of prices in restaurants and accommodation ..............................20 3.18 Opinions on general price levels ............................................................20

THE WESTERN CAPE EXPERIENCE ..................................................................22 3.19 Activities participated in during the trip/will participate in........................22 3.20 Preferred scenery types .........................................................................24 3.21 General ratings .......................................................................................25 3.22 Highlights................................................................................................28 3.23 Positive and negative experiences .........................................................28

4. Conclusion ..........................................................................................................30 5. Annexures...........................................................................................................31

5.1 Data Tables ............................................................................................31 5.2 List of venues .........................................................................................40 5.3 Questionnaire ...........................................Error! Bookmark not defined.

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List of figures Figure 1: Location of interviews ...................................................................................6 Figure 2: Origin of international visitors........................................................................6 Figure 3 (a): Origin: for all domestic visitors.................................................................7 Figure 3 (b): Origin: for tourists from the Western Cape (Q1)......................................7 Figure 4: Age structure of visitors (Q2) ........................................................................8 Figure 5: Gross monthly income (Q4) ..........................................................................8 Figure 6: Number of visits to South Africa and the Western Cape...............................9 Figure 7: Number of nights spent in the Western Cape by international visitors .........9 Figure 8: Income/no. of nights....................................................................................10 Figure 9: Number of visits to the Western Cape in past two years ............................10 Figure 10: Nights spent ..............................................................................................11 Figure 11: Number of people in travel group..............................................................11 Figure 12: Mode of transport......................................................................................12 Figure 13: Modes of transport within the Western Cape............................................13 Figure 14: Types of accommodation used .................................................................13 Figure 15: Western Cape regions visited ...................................................................14 Figure 16: Sources of information ..............................................................................15 Figure 17: Main reasons for visiting the Western Cape .............................................16 Figure 18: What influenced decision to visit Western Cape.......................................17 Figure 19: Total amount spent in the Western Cape per travel party ........................18 Figure 20: Total amount spent per travel party, domestic & world regions ................18 Figure 21 Amounts paid for meals, accommodation etc ............................................19 Figure 22: Rating of prices in restaurants ..................................................................20 Figure 23: Rating of prices of accommodation...........................................................20 Figure 24: Opinions on general price levels compared to own province / country.....21 Figure 25: Opinions on price levels compared to own country for international visitors and own province for domestic visitors ......................................................................21 Figure 26: Activities participated during the trip .........................................................23 Figure 27: Activities participated in grouped by themes (all visitors) .........................24 Figure 28: Preferred scenery types............................................................................24 Figure 29: General ratings .........................................................................................25 Figure 30: General ratings (All, international, domestic) ............................................26 Figure 31: Highlights of trip to Western Cape ............................................................28 Figure 32: Positive and negative experiences ...........................................................29

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1. Introduction The Visitor Tracking component is part of a comprehensive research programme commissioned by CTRU which will provide a foundation to future research and development. This research will assist CTRU to achieve its overall aim of effective marketing and sustainable, meaningful growth with transformation for the City and Province.

The research will consist of 4 surveys throughout the year in order to determine the seasonal trends of both domestic and international visitors to the Western Cape Province and the City of Cape Town. The surveys will seek to establish the level of repeat visitation by both domestic and international visitors, determine visitors’ activities in the Western Cape Province and Cape Town and establish visitor spending patterns

2. Methodology 2.1 Background to methodology: A non-probability sample based on a combination of sampling methods gives a relative ‘objective’ and scientific sound frame. In non-probability sampling, respondents are selected by the fieldworkers. Subjective selection may be conducted if some respondents have personal experience or background knowledge that would contribute to the research or if the research is focusing specifically on a group of people or a region (i.e. a case study). Purposive sampling where personal judgment is used to decide which individuals in the population are selected is generally the norm in tourism surveys of this nature.

In practice, a cluster sample is used when stratified or random sampling would be difficult and/or expensive to implement.

2.2 Sample frame The province was segmented into 6 clusters (the 6 CTRU tourism regions) – see Figure below – and then segmented into 30 clusters representing all 30 municipalities in the Western Cape. The geographic spread, size and character of the 58 towns and rural areas were considered a fair representation of urban and rural places that tourists would visit. In most municipalities one or two towns were visited to track down visitors for an interview.

2.3 Sample distribution according to region and Sample Size The number of interviews to be conducted in each region is shown in the figure below. The initial percentage distribution was derived by means of a variety of available sources on visitor statistics and was in line with tourist distribution stats obtained from CTRU for the six regions. The sample covered a reasonable spread of actual interview sites (e.g. accommodation, restaurants), attractions (e.g. Cango Caves, Cape Point), and events (e.g. bungee jumping site, excluding any events where the economic impact assessment is being conducted).

The delays in finalising the project meant that instead of the proposed two-month plan, the survey had to be completed within two weeks in order to be classified as an autumn survey. This time constraint resulted in a shortfall in the number of

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interviews carried out in all regions apart from Cape Town. This shortfall was due to a number of reasons:

• The majority of interviews took place during the week. As a result there were towns (and in the case of the West Coast an entire region) where no visitors could be found. At the venues visited, tourism product owners advised the fieldworkers to come back at the weekend. However, due to time constraints, this was unfortunately not possible.

• The interview period fell outside of school holidays and did not include any significant events such as the Knysna Festival.

• The time constraint of only 2 weeks and the need for a Province-wide geographical spread meant the teams had to cover on average 2 towns per day, which allowed for little time to wait for visitors to arrive.

• The field workers were only allowed to interview one or two persons from a tour group

Figure showing planned versus actual distribution according to region

REGION PLANNED SAMPLE ACTUAL SAMPLE Number Percentage Number PercentageCAPE TOWN 260 37% 258 66%WINELANDS 130 19% 56 14%WEST COAST 55 8% 0 0%GREATER KAROO 50 7% 11 3%OVERBERG 75 11% 29 7%GARDEN ROUTE / KLEIN KAROO 130 19% 39 10%Total 700 100% 393 100%

2.4 Field workers The fieldworkers were either unemployed youth or tourism students from Centre for E-Tourism Research in Africa (CETRA). They received training on the questionnaire and interview techniques, and were given a script to guide them with the interviews. All fieldworkers were issued with clearly identified name badges and each team had a copy of the letter of authorisation from CTRU. In addition, African Equations faxed each of the venues listed in the itinerary to advise them of the research project and the arrival of the fieldworkers.

Two teams of fieldworkers were used to carry out the surveys in towns outside of Cape Town over a period of 15 days. The interviewers visited venues within the towns as laid out in their itineraries (see Annexure A for details) and applied a purposive sampling strategy to identify respondents. Interviewers were instructed to use their personal judgement in identifying respondents and to pick individuals whom it is felt best served the purpose of the sampling exercise.

A further three teams of fieldworkers were used to interview visitors in Cape Town at venues which included the V&A Waterfront, Iziko Museums, Cape Point and the railway station. With the assistance of CTRU, permission was granted by ACSA to interview visitors at Cape Town International Airport over a period of 3 days.

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3. Survey Results and Discussion A total of 393 tourists were included as respondents in the survey. The majority of interviews (66%) took place in Cape Town, while 14% took place in the Winelands, 10% along the Garden Route, 7% in the Overberg and 3% in the Central Karoo. No visitors were found in the West Coast.

Figure 1: Location of interviews Location % Cape Town 66 Winelands 14 Garden Route 10 Overberg 7 Central Karoo 3 West Coast 0

TYPOLOGY OF VISITORS

3.1 Origin of international visitors Some 66% of respondents were international visitors. More than half of the international visitors originated in Europe (57%), followed by North America (17%), and Africa (10%). The individual countries from which the greatest number of visitors originated include the United Kingdom (22%), Germany (14%), the USA (13%), the Netherlands (7%) and Australia (5%).

Figure 2: Origin of international visitors

Australasia 9%

North America 17%

Africa 10%

Europe 57%

Asia 6%

3.2

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Origin of domestic visitors 34% of all the respondents were domestic visitors. Of these, over a third (38%) were from the Western Cape, with another third (34%) from Gauteng. The majority (67%) of domestic visitors from the Western Cape were from the Cape Town area.

Figure 3 (a): Origin: for all domestic visitors

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Figure 3 (b): Origin of tourists from the Western Cape (Q1)

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3.3 Age of visitors The age structure of visitors ranged from less than 18 years old, to more than 65 years old, with the largest number of males and females in the 26-35 and 36-45 groups.

Figure 4: Age structure of visitors (Q2)

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<18 19-25 26-35 36-45 46-55 56-65 65+

Ages

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3.4 Gross monthly income Some 72% of international visitors and 71% of domestic visitors were prepared to reveal their incomes (Figure 5). The vast majority of international visitors (69%) earn in excess of R20 000 a month, while only one-third (32%) of domestic visitors were in this income range.

Figure 5: Gross monthly income (Q4)

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TRAVEL PATTERNS OF VISITORS

3.5 Number of visits by international visitors International tourists were asked how many times they had visited South Africa and the Western Cape and the number of nights spent/to be spent in the Western Cape.

There was very little difference between the number of visits to South Africa as a whole, and those to the Western Cape, which is an indication that the Western Cape almost always forms part of international visitors’ itineraries.

For three-quarters of the respondents it was their first visit to both the Western Cape and South Africa. About 10% of the respondents had visited the Western Cape and South Africa between 3 and 5 times, while about 5% were regular visitors to the Province and the country (more than 6 visits).

Figure 6: Number of visits to South Africa and the Western Cape

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1st visit 2nd visit 3-5 visits 6+ visits

Number of visits

% o

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To South Africa To W. Cape

About one third of international visitors spent between one and five nights and another third spent between six and ten nights in the province. The other third of visitors stayed for more than 11 nights and almost one-fifth (17%) stayed for over 20 nights.

Figure 7: Number of nights spent in the Western Cape by international visitors

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Comparing the gross monthly income of the international visitors with the number of nights spent gives the following result. Almost half (45%) of the highest income group (R 40 000+) stayed for more than a month, whereas the vast majority of lower income group (R0 – R 5000) stayed for 1-5 nights.

Figure 8: Income/no. of nights spent

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R0-R5000 R5001-R10000 R10001-R20000 R20001-R40000 R40000+

It was not possible to do the same comparison for the domestic visitors as many respondents declined to reveal their income.

3.6 Number of visits by domestic visitors Domestic visitors, excluding those resident in the Western Cape, were asked how many times they had visited the Western Cape in the past two years (Figure 9).

Figure 9: Number of visits to the Western Cape in past two years

1st visit, 29%

2nd visit,

3-5 visits, 27%

Domestic visitors, who were not residents of the Western Cape, were asked how many nights spent/to be spent in the Province. Residents of the Western Cape were asked how many nights were spent away from home on this trip (figure 10). Over

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half of the non-residents (58%) and an overwhelming 93% of Western Cape residents spent between 1 and 5 nights away from home.

Figure 10: Nights spent

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Number of nights

% o

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Non-residents Residents W. Cape

3.7 Size of travel group The majority of the respondents were travelling either alone (37%) or with one other person (37%). About a quarter (27%) of the respondents were travelling in larger groups. This suggests that family groups form only a relatively small proportion of visitors at this time of year.

Figure 11: Number of people in travel group

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Number of people travelling together

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All visitors International visitors Domestic visitors

3.8 Mode of transport The vast majority (97%) of international respondents arrived in the province by air, while a small proportion (2%) came by road and less than 1% arrived by ship. None arrived by rail. For domestic visitors, the mode of transport was fairly evenly split between air (47%) and road (51%). A few (2%) arrived by rail and none arrived by ship.

Figure 12: Mode of transport

3SCn1M(icu

Air97%

Road2%

Ship1%

International Visitors

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.9 Mode of transport within the Western ome 37% of visitors used a rented motor vehape (Figure 13), while another 27% used thumber (13%) were on an organized tour, while0% of the respondents (essentially to/from Caost respondents used more than one mode

10%), trains (4%) and long distance buses (2%nternational visitors was hired car, while for domars. The category ‘other’ was mainly ‘borrowsed more than one mode.

Air47%

Road51%

Rail2%

Domestic Visitors

Cape icle for travelling within the Western eir own motor vehicle. A significant the Baz Bus provided transport for pe Town along the Garden Route). of transport, including minibus taxis

). The main mode of transport for estic visitors it was their own private ed vehicle’ and some respondents

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Figure 13: Modes of transport within the Western Cape

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3.10 Types of accommodation used The majority of respondents stayed in some form of paid accommodation (Figure 14), with 48% staying in hotels, 18% in guesthouses or bed-and-breakfasts, 17% in Backpacker or Youth Hostels and 10% in self-catering accommodation. Some 21% stayed with friends and/or relatives. Some respondents used more than one type of accommodation during their visits. Both international and domestic visitors cited hotels as their main form of accommodation.

Figure 14: Types of accommodation used

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3.11 Western Cape regions visited The most visited regions (Figure 15) included Cape Town (83%), the Winelands (41%), the Garden Route and Klein Karoo (37%) and the West Coast (26%).

Figure 15: Western Cape regions visited

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West Coast GreaterKaroo

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Western Cape region

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REASONS FOR CHOOSING THE WESTERN CAPE

3.12 Sources of information The most important sources of information (Figure 16) were Word of Mouth, used by 40% of respondents, the Internet (35%), Personal Experience From a Previous Visit (25%) and Brochures (24%). Most respondents used more than one source of information, with some using up to four sources. The main source of information for international visitors was the Internet, while for domestic visitors it was personal experience.

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Figure 16: Sources of information

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3.13 Main reasons for visiting the Western Cape About two-thirds (67%) of respondents cited Leisure/Holiday as their main reason for visiting the Western Cape. Other important reasons included Business (23%) and Visiting Friends and/or Relatives (14%), for Shopping (5%) and to attend Events (3%). Some respondents cited more than one reason.

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Figure 17: Main reasons for visiting the Western Cape

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Significant among the reasons classified under Other is Education (6% of the total). Thus educational tourism was an important sector in the general context of Western Cape Tourism. A significant number of respondents were studying in the Western Cape and travelled during their time off or during vacation time.

3.14 Decision to travel to/in the Western Cape at this time of year Respondents were asked what influenced their decision to travel to/in the Western Cape at the particular time of year that the visit took place (Figure 18). Respondents seemed to confuse this question with the question asking for their main reasons for visiting the Western Cape, because many mentioned ‘Holiday’ (21%), Business/Work (16%), Friends and/or Relatives (16%) and Conference (3%).

However, a significant number of respondents visited the Western Cape because of it being Low Season (10%), because of the Weather (9%), and Affordability (5%). The largest proportion of international tourists visited on holiday (25%), while the largest proportion of domestic tourists came for work or business reasons (24%), and to visit friends and/or relatives (19%).

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Figure 18: What influenced decision to visit Western Cape

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SPENDING AND RATING OF PRICES

3.15 Total amount spent in the Western Cape The average amount spent per tourist group is R10 403. About half (54%) spent less than R5 000 (Figure 19), with 81% of domestic tourists in this category (Figure 20). Some 14% of all visitors spent more than R20 000, mainly visitors from Europe, Asia and North America. The amount indicated as spent by each respondent was spent on an average of 1.8 people.

Figure 19: Total amount spent in the Western Cape per travel party

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Figure 20: Total amount spent per travel party, domestic & world regions

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Total amount spent

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Domestic Europe N. America S. America Asia Africa Australasia

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3.16 Amounts paid for meals, accommodation, entertainment & attractions Respondents, 86% of whom had at least one restaurant meal, were asked how much they had spent per person per meal. The majority (57%) spent less than R200 (Figure 21). Paid accommodation was used by 68% of respondents, with about a quarter paying less than R200 per person per night, and 41% paying more than R500. Of the 52% of respondents who paid for entertainment, almost three-quarters (71%) paid less than R500. Similarly only half of the respondents (51%) paid for attractions and three-quarters (75%) paid less than R500. The question seems to have been misunderstood by many respondents. For restaurant meals (price paid per person per meal) amounts stated varied from R20 to R7 000. Some respondents may have given the amount spent in restaurants for the whole trip and/or the whole group. Similarly, amounts paid per person per night for accommodation varied from R80 to R8 000, for entertainment from R80 to R5 000, and for attractions from R20 to R10 000.

Figure 21 Amounts paid for meals, accommodation etc Meal in restaurant (per person/meal) (86%) % R1 – R50 7 R51 – R100 25 R101 – R200 25 R201 – R400 14 R400 + 28 Accommodation (per person/night) (68%) R1 – R200 22 R201 – R500 36 R501 – R1 000 22 R1 000+ 19 Entertainment (Total for trip) (52%) R1 – R500 71 R501 – R1 000 14 R1 001 – R2 000 9 R2 001 – R4 000 4 R4 000+ 1 Attractions (Total for trip) (51%) R1 – R500 75 R501 – R1 000 13 R1 001 – R2 000 8 R2 001 – R4 000 1 R4 001+ 2

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3.17 Rating of prices in restaurants and accommodation About half of the respondents saw the prices in both restaurants and accommodation as being fair (Figure 22). About one-fifth (21%) saw both as being expensive, while a slightly smaller proportion found both to be inexpensive.

Figure 22: Rating of prices in restaurants

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Restaurant prices

% o

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Figure 23: Rating of prices of accommodation

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3.18 Opinions on general price levels Most international visitors (70%) found general price levels to be cheaper, compared to their own countries (Figure 24), especially those from Europe (Figure 25). Only 12% found prices to be higher, mainly tourists from Africa.

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However, 43% of domestic visitors found prices in the Western Cape to be higher than in their own provinces.

Figure 24: Opinions on general price levels compared to own province / country

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% o

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International visitors Domestic visitors

Figure 25: Opinions on price levels compared to own country for international visitors and own province for domestic visitors

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THE WESTERN CAPE EXPERIENCE

3.19 Activities participated in during the trip/will participate in According to Figure 26. the most popular activities were Shopping (65%), visiting beaches (50%), visiting nature attractions (46%), scenic drives (43%), wine tasting (38%) and walking or hiking in a natural area (37%). Visiting a spa (11%), a casino (11%) and golf (8%) were the least popular activities.

When these activities were grouped according to identified sectors (Figure 27), it is clear that ‘Outdoor activities’ (mainly beaches and scenic drives) and ‘Cosmopolitan vibe’ (mainly shopping) had the highest participation rates. ‘Body, mind and spirit’ and ‘Gourmet delight’ had a relatively low participation rates.

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0

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Figure 26: Activities participated during the trip

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1 Body, mind and spirit includes visiting a spa (beauty and health treatment); Gourmet delight includes wine tasting, gourmet restaurant; Explore cultural heritage includes flea/craft markets, visiting cultural facilities, eg. museums, township tour; Outdoor activities include visiting beaches, scenic drives, adventure sport, whale watching, golfing; Eco and nature includes visiting nature attractions, walking or hiking in a natural area; Cosmopolitan vibe includes shopping ,nightlife, visiting a casino

Figure 28: Preferred scenery types

Most respondents (65%) preferred mountain scenery (Figure 28), followed by coastal scenery (59%), and small villages (25%).

3.20 Preferred scenery types

Figure 27: Activities participated in grouped by themes (all visitors)1

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‘Accommodation’, ‘Range of restaurants’, Availability of information’ and ‘General welcome’ were all highly rated (Figure 29), while there seemed to be room for improvement in both ‘Customer service’ and ‘Value for money’. Of all the aspects, only ‘Safety and security’ received a significant poor rating, although at the same time over half of the respondents found it to be satisfactory, and almost a third found it to be excellent.

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Figure 29: General ratings

3.21 General ratings

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Figure 30: General ratings (All, international, domestic)

Quality of accommodation

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Customer service

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3.22 Highlights A wide variety of places were mentioned as ‘absolute highlights’ of their trip to the Western Cape. The most commonly mentioned highlights were generally located in and around Cape Town (Figure 31), including Table Mountain (23%), Cape Point (13%), the V & A Waterfront (12%), as well as Cape Town (9%). The places listed in Figure 31 depict the highlights of about two-thirds of the respondents. Cape Point and Robben Island were highlights more for international than domestic tourists.

Figure 31: Highlights of trip to Western Cape

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Cape Point V&AWaterfront

Cape Town Winelands RobbenIsland

Highlight

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3.23 Positive and negative experiences Respondents were asked to indicate their most positive experience in the province, as well as anything they experienced as negative (Figure 32).

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By far the most positive attribute was the hospitality and friendliness of the people (28%), followed by the beauty of the natural environment (18%), good weather (7%) and good service (2%). Two-thirds (66%) of the respondents had no negative experiences at all.

Of those who did have negative experiences, crime and the perception of not feeling safe featured most prominently (11%), followed by poor service (3%) and high prices (2%).

While some visitors were clearly impressed with the good service they experienced in the province, there is a smaller but significant number who experienced the opposite.

While some visitors encountered very favourable weather, others experienced the opposite.

Figure 32: Positive and negative experiences

Positive Experiences

0

10

20

30

40

Hospitality Beauty Good weather Good service Friends/family

Experience

% o

f Vis

itors


Negative Experiences

02468

10121416

Crime Poor service High prices Bad weather Electricityproblems

Experience

% o

f Vis

itors


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4. Conclusion The overall aim of CTRU is to achieve sustainable, meaningful growth with transformation for the City and Province. Their goals are:

• To establish a winning destination brand

• To ensure an inclusive and equitable industry

• To maximise marketing impact and resources

• To improve the business:leisure tourism ratio

This involves CTRU exploring fresh and innovative ways of presenting towns and regions and thereby encouraging the development of new and emerging businesses. The survey appears to suggest that for the moment, the experience of visitors to the Western Cape is still the traditional one. The majority stay in hotels, visit the ‘big 6’ and travel by hired car (international visitors) or their own private car (domestic visitors).

Some of the aspects revealed by the survey include:

• Amongst the reasons given for visiting the Western Cape, Education (under ‘other) at 6% of the total, was in front of Shopping at 5%.

• 5% of all visitors ‘borrowed a car’, more than the number who used the train as a mode of transport (4%)

• Most visitors used more than one source of information on the Western Cape. The main source international visitors is the Internet while for domestic visitors it is personal experience.

• For international visitors to South Africa, the Western Cape seems to be on most itineraries, as there is very little difference between the number of visits to South Africa as a whole, and those to the Western Cape.

• For most international visitors (70%), the Western Cape is considered good value as in general price levels are cheaper than in their own countries

• 43% of domestic visitors found prices in the Western Cape to be higher than in their own provinces.

• Safety and security received the most significant ‘poor rating’ of all aspects the visitors were asked to rate. This appears to be a perception issue as at the same time safety and security was rated as ‘satisfactory’ by more than half and ‘excellent’ by nearly one third of the visitors interviewed. 11% of all visitors cited crime and the perception of not feeling safe as one of the negative experiences.

• Positive aspects of the Western Cape highlighted by visitors include the hospitality and friendliness of people, the general welcome and the natural beauty.

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5. Annexures

5.1 Data Tables

Location of interviews Table 1: Location of interviews Location % Cape Town 66 Winelands 14 Garden Route 10 Overberg 7 Central Karoo 3 Origin of respondents (Question 1) Table 2: Origin of all respondents % % International visitors 66 Europe 57 North America 17 Africa 10 Australasia 9 Asia 6 South America 1 Domestic visitors 34 Western Cape 38 Gauteng 34 Eastern Cape 10 Kwazulu-Natal 8 North-West 4 Free State 2 Northern Cape 2 Limpopo 2 Tourists from Western Cape Cape Town 67 Winelands 15 Garden Route & Little Karoo 12 Overberg 5 Greater Karoo 2 West Coast 0

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International visitors – number of visits, number of nights spent, mode of transport (Question 1) Table 3: Number of visits to South Africa and the Western Cape, nights spent and mode of transport to province (International) % Visits to South Africa 1 (First visit) 74 2 (Second visit) 11 3 to 5 visits 10 6 or more visits 6 Visits to the Western Cape 1 (First visit) 77 2 (Second visit) 12 3 to 5 visits 7 6 or more visits 5 Nights spent in Western Cape 1 to 5 36 6 to 10 31 11 to 20 16 More than 20 nights 17 Transport to Western Cape Air 97 Road 2 Ship <1 Rail 0 Domestic visitors – number of visits, number of nights spent, mode of transport (Question 1) Table 4: Number of visits to the Western Cape in past two years, nights spent and mode of transport to province (Domestic, excluding Western Cape residents) % Visits to Western Cape in past two years

1 (First visit) 29

2 (Second visit) 16 3 to 5 visits 27 Nights spent in Western Cape (residents of other provinces)

1 to 5 58

6 to 10 24 11 to 20 10 More than 20 nights 10 Transport to Western Cape Air 47 Road 51 Ship 0 Rail 2 Nights spent on this trip (residents of Western Cape)

1 to 5 nights 93

6 to 10 nights 5 11 to 20 nights 2 More than 20 nights 0 Number of people in travel group and age structure of respondents (Question 2) Table 5: Number of people in travel group Group size / % All Int. Dom. 1 (Traveling alone) 37 35 31

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2 (Couple or two people) 37 42 26 3 to 6 people 21 16 23 7 to 12 people 4 5 23 More than 12 people 2 2 2 Table 6: Age structure of visitors Gender/Age <18 19-25 26-35 36-45 46-55 56-65 65+ Male (% of total) 5 8 15 10 8 5 4 Female (% of total) 3 7 13 8 6 5 3 Main reasons for visiting the Western Cape (Question 3) Table 7: Main reasons for visiting the Western Cape (some respondents cited more than one reason) Reasons / % All Int. Dom.Leisure/Holiday 67 72 60 Business 20 13 28 Visiting friends and/or relatives 14 11 17 Other (mainly Education) 7 9 5 Shopping 5 7 3 Conference 3 5 1 Events 3 2 5 Religious purposes 1 1 <1 Incentive <1 0 <1 Total amount spent in the Western Cape (Question 4) Table 8: Total amount spent in the Western Cape per travel party Spend / % All International Domestic0 – R5 000 54 32 81 R5 001 – R10 000 15 19 10 R10 001 – R20 000 17 25 7 R20 001 – R40 000 7 11 2 More than R40 000 7 12 0 Table 9: Total amount spent in Western Cape per travel party: domestic and world regions Spend / % Domestic Europe N. America S. America Asia Africa Australasia 0 – R5 000 81 29 28 0 31 55 36 R5 001 – R10 000 10 20 14 50 23 23 11 R10 001 – R20 000 7 24 39 50 23 14 21 R20 001 – R40 000 2 15 1 0 15 0 5 More than R40 000 0 11 14 0 8 9 26

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Gross monthly income (Question 4) Table 10: Gross monthly income International % Domestic % 0 – R5 000 6 23 R5 000 – R10 000 8 19 R10 001 – R20 000 17 26 R20 001 – R40 000 32 17 More than R40 000 37 15 Sources of information (Question 5) Table 11: Sources of information (some respondents cited more than one source) Source / % All Int. Dom.Word of mouth 40 38 42 Internet 35 47 21 Personal experience from previous visit 25 9 46 Brochures 24 26 21 Books and/or magazines 18 24 11 Travel agent 18 27 7 Tourist information centres 7 10 3 Newspapers 3 2 3 Television and/or radio 3 2 3 Other 3 5 2 Mode of transport within the Western Cape (Question 6) Table 12: Modes of transport within the Western Cape (some respondents used more than one mode) Mode / % All Int. Dom.Rented motor vehicle 37 41 31 Own motor vehicle 27 9 49 Organised tour 13 23 2 Baz Bus 10 17 1 Minibus taxi 10 14 6 Other (mainly borrowed vehicle) 5 5 5 Train 4 4 4 Long-distance bus 2 <1 3 Types of accommodation used (Question 7) Table 13: Types of accommodation used Type of accommodation / % All Int. Dom.Hotel 48 59 33 Friends and/or relatives 21 14 29 Backpacker hostel/Youth hostel 17 12 2 Guest house/Country house 12 11 12 Self-catering accommodation 10 4 20 Bed-and-breakfast 6 7 5 Caravan park/Camping 3 2 2 Homestay 3 4 2 Other (mainly school hostel) 2 2 2 Second home 1 <1 2

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Amounts paid for meals, accommodation, entertainment and attractions (Question 8) Table 14: Amounts paid for meals, accommodation, entertainment and attractions Meal in restaurant (per person/meal) (86%) % R1 – R50 7 R51 – R100 25 R101 – R200 25 R201 – R400 14 R400 + 28 Accommodation (per person/night) (68%) R1 – R200 22 R201 – R500 36 R501 – R1 000 22 R1 000+ 19 Entertainment (Total for trip) (52%) R1 – R500 71 R501 – R1 000 14 R1 001 – R2 000 9 R2 001 – R4 000 4 R4 000+ 1 Attractions (Total for trip) (51%) R1 – R500 75 R501 – R1 000 13 R1 001 – R2 000 8 R2 001 – R4 000 1 R4 001+ 2 Rating of prices in restaurants and of accommodation (Question 9) Table 15: Prices in restaurants and of accommodation Restaurants

(%) Accommodation

(%)

All Int. Dom. All Int. Dom. Inexpensive/cheap 17 27 5 15 23 5 Neither expensive nor cheap

57 57 58 50 50 50

Expensive 21 13 31 17 17 26 Don’t know 4 31 7 11 11 13 Opinions on general price levels (Question 10) Table 16: Opinions on general price levels International (%) Domestic (%) Cheaper 70 16 No difference 15 33 More expensive 12 43 Don’t know 3 8 Table 17: Opinions on price levels: domestic and world regions

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Domestic Europe N. America

S. America Asia Africa Australasia

Cheaper 16 84 62 50 54 40 67 No difference 33 11 29 0 30 10 11 More expensive 43 4 9 50 15 45 16 Don’t know 8 2 0 0 0 5 6 Western Cape regions visited (Question 11) Table 18: Western Cape regions visited Regions / % All Int. Dom.Cape Town 83 93 72 Winelands 41 51 29 Garden Route and Klein Karoo 37 42 29 West Coast 26 27 23 Greater Karoo 13 12 14 Overberg 11 10 13 Activities participated in/will participate in (Question 12) Table 19: Activities participated in Activities / % All Int. Dom.Shopping 65 69 60 Visiting beaches 50 54 45 Visiting nature attractions 46 63 25 Scenic drives 43 47 38 Wine tasting 38 49 25 Walking or hiking in a natural area 37 44 29 Nightlife 33 34 32 Flea/craft markets 32 39 23 Visiting cultural facilities, eg. museums 30 39 21 Township tour 25 35 11 Gourmet restaurant 18 22 14 Adventure sport 13 20 5 Whale watching 11 16 6 Visiting a spa (beauty and health treatment) 11 9 13 Visiting a casino 8 6 11 Golfing 3 2 3

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Table 20: Activities participated in/will participate in, grouped % Total Body, mind and spirit Visiting a spa (beauty and health treatment) 11 11 Gourmet delight Wine tasting 38 56 Gourmet restaurant 18 Explore cultural heritage Flea/craft markets 32 87 Visiting cultural facilities, eg. museums 30 Township tour 25 Outdoor activities Visiting beaches 50 120 Scenic drives 43 Adventure sport 13 Whale watching 11 Golfing 3 Eco and nature Visiting nature attractions 46 83 Walking or hiking in a natural area 37 Cosmopolitan vibe Shopping 65 106 Nightlife 33 Visiting a casino 8 Preferred scenery types (Question 13) Table 21: Preferred scenery types Scenery type / % All Int. Dom.Mountains 65 71 56 Coastal scenery 59 60 57 Small villages 25 30 18 Big cities 23 29 16 Open plains 17 19 14 Agriculture 8 7 10 General ratings (Question 14) Table 22: General ratings Excellent (%) Satisfactory (%) Poor (%) Not applicable Quality of accommodation 52 36 <1 12 Range & quality of restaurants 54 41 <1 4 Availability of information 53 36 4 6 Customer service 48 46 4 2 Safety and security 28 52 15 5 Value for money 42 50 6 3 General welcome 62 35 2 1 Table 22: General ratings (All, international, domestic) All Int. Dom.Quality of accommodation Excellent 52 57 45 Satisfactory 36 32 41 Poor <1 <1 <1 Not applicable 12 11 14

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Range & quality of restaurants Excellent 54 60 47 Satisfactory 41 35 48 Poor <1 <1 0 Not applicable 4 4 5 Availability of information Excellent 53 57 49 Satisfactory 36 35 39 Poor 4 2 5 Not applicable 6 6 7 Customer service Excellent 48 56 39 Satisfactory 46 38 56 Poor 4 4 5 Not applicable 2 3 1 Safety and security Excellent 28 27 30 Satisfactory 52 51 55 Poor 15 15 15 Not applicable 5 8 1 Value for money Excellent 42 50 31 Satisfactory 50 43 59 Poor 6 5 7 Not applicable 3 2 3 General welcome Excellent 62 72 50 Satisfactory 35 25 47 Poor 2 1 2 Not applicable 1 1 2 Highlights (Question 15) Table 23: Highlights of trip to Western Cape Highlight / % All Int. Dom. Table Mountain 23 30 15 Cape Point 13 23 2 V & A Waterfront 12 11 13 Cape Town 9 11 6 Winelands 6 6 7 Robben Island 5 8 2

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Decision to travel to/in the Western Cape at this particular time of year (Question 16) Table 24: What influenced decision to visit Western Cape Infuence / % All Int. Dom.Holiday 21 25 14 Business/Work 16 10 24 Friends and/or relatives 16 15 19 Low season 10 8 12 Weather 9 11 7 Studies/Education 5 7 3 Affordability 5 3 7 Conference 3 5 1 Positive and negative experiences (Questions 17 & 18) Table 25: Positive and negative experiences Pos. Experiences / % All Int. Dom. Neg. experiences / % All Int. Dom.Hospitality, friendliness of people

28 34 20 Crime, not feeling safe 11 15 7

Beauty of natural environment

18 18 18 Poor service 3 1 5

Good weather 7 9 5 High prices 2 1 2 Good service 2 1 4 Bad weather 2 1 3 Being with friends and family

2 1 3 Electricity problems 1 0 2

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5.2 List of venues

TEAM 1 (3 pers) Town Venue

WC Swartland LM Darling Evita se Perron

WC Swartland LM Darling The Granary Guest House

WC Swartland LM Darling Darling Tourism Office

WC Saldanha Bay LM Langebaan Geelbek

WC Saldanha Bay LM Langebaan Club Mykonos Casino

WC Saldanha Bay LM Langebaan Die Strandloper

WC Saldanha Bay LM Langebaan Langebaan Tourism Office

WC Saldanha Bay LM Paternoster Paternoster Lodge

WC Saldanha Bay LM Paternoster Paternoster Hotel / Pub

WC Saldanha Bay LM Vredenberg Saldanha Bay Tourism Office

WC Bergriver LM Piketberg Goedverwacht Mission Station

WC Bergriver LM Piketberg La Boutique met Basta's Takeaways

WC Bergriver LM Piketberg Piketberg Tourism Office

WC Cederberg LM Citrusdal The Baths Hot Mineral Springs

WC Cederberg LM Citrusdal Citrusdal Tourism Office

WC Cederberg LM Clanwilliam Strassberger's Hotel

WC Cederberg LM Clanwilliam Clanwilliam Tourism Office

WC Matzikama LM Van Rhynsdorp The Old Gaol

WC Matzikama LM Van Rhynsdorp Namaqualand Country Lodge

WC Matzikama LM Van Rhynsdorp Van Rhynsdorp Tourism Office

CW Witzenberg LM Tulbagh Oude Kerk Volksmuseum Complex

CW Witzenberg LM Tulbagh Paddagang Restaurant & Wine House

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CW Witzenberg LM Tulbagh Tulbagh Tourism Office

CW Witzenberg LM Ceres Kagga Kamma Private Game Reserve

CW Witzenberg LM Ceres Ceres Tourism Office

CW Breede Valley LM Worcester Kleinplasie Museum

CW Breede Valley LM Worcester National Botanical Gardens

CW Breede Valley LM Worcester Church Street Lodge

CW Breede Valley LM Worcester Worcester Tourism Office

CW Breede Valley LM Rawsonville Goudini Spa

CW Breede Valley LM Rawsonville Rietdakkie Farm Stall

CW Breede Valley LM Rawsonville Rawsonville Tourism Office

CW Breede River LM Robertson Bird's Paradise

CW Breede River LM Robertson Kamakoo Khoi Shop

CW Breede River LM Robertson Robertson Tourism Office

CW Breede River LM Montagu Avalon Springs

CW Breede River LM Montagu Kloof Padstal

CW Breede River LM Montagu Montagu Dried Fruit

CW Breede River LM Montagu Montagu Tourism Office

OV Swellendam LM Barrydale Sandona Wildlife Reserve

OV Swellendam LM Barrydale Warmwaterberg Spa

OV Swellendam LM Barrydale Ronnie's Sex Shop

OV Swellendam LM Barrydale Barrydale Tourism Office

GR Kannaland LM Ladismith Ladismith Country House

GR Kannaland LM Ladismith Keurbosch Padstal

GR Kannaland LM Ladismith Ladismith Tourism Office

GR Kannaland LM Calitzdorp Calitzdorp Spa

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GR Kannaland LM Calitzdorp Calitzdorp Tourism Office

GR Oudtshoorn LM Oudtshoorn Cango Caves

GR Oudtshoorn LM Oudtshoorn Highgate ostrich farm

GR Oudtshoorn LM Oudtshoorn Oudtshoorn Tourism Office

GR Oudtshoorn LM De Rust Mons Ruber Wine-tasting Centre

GR Oudtshoorn LM De Rust De Rust Tourism Office

CK Beaufort West LM Beaufort West Karoo National Park

CK Beaufort West LM Beaufort West Matoppo Country Inn

CK Beaufort West LM Beaufort West Garages

CK Beaufort West LM Beaufort West Beaufort West Tourism Office

CK Prince Albert LM Prince Albert Swartberg Hotel

CK Prince Albert LM Prince Albert Fransie Pienaar Museum

CK Prince Albert LM Prince Albert Prince Albert Tourism Office

CK Laingsburg LM Laingsberg Laingsburg Country Hotel

CK Laingsburg LM Laingsberg Garage

CK Laingsburg LM Laingsberg Laingsberg Tourism Office

CK Laingsburg LM Matjiesfontein Lord Milner Hotel

CK Laingsburg LM Matjiesfontein Matjiesfontein Tourism Office

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TEAM 2 (3 pers) Town Venue

CW Stellenbosch LM Stellenbosch Spier

CW Stellenbosch LM Stellenbosch Village Museum

CW Stellenbosch LM Stellenbosch Stellenbosch Tourism Office

CW Stellenbosch LM Franschoek Huguenot Monument & Museum

CW Stellenbosch LM Franschoek La Motte

CW Stellenbosch LM Franschoek Boschendal

CW Stellenbosch LM Franschoek Franschoek Tourism Office

CW Drakenstein LM Paarl Taal Monument

CW Drakenstein LM Paarl Fairview Wine Estate

CW Drakenstein LM Paarl Paarl Tourism Office

CW Drakenstein LM Wellington Wellington Museum

CW Drakenstein LM Wellington Ikwezi Community Centre

CW Drakenstein LM Wellington Wellington Tourism Office

WC Swartland LM Riebeek Valley The Royal in Riebeek

WC Swartland LM Riebeek Valley Riebeek Valley Hotel

WC Swartland LM Riebeek Valley Riebeek Valley Tourism

OV Overstrand LM Kleinmond Arabella Country Estate

OV Overstrand LM Kleinmond Hangklip-Kleinmond Tourism Office

OV Overstrand LM Hermanus Windsor Hotel

OV Overstrand LM Hermanus The Old Harbour Museum

OV Overstrand LM Hermanus Hermanus Tourism Office

OV Cape Agulhas LM L'Agulhas Lighthouse Museum

OV Cape Agulhas LM L'Agulhas Cape Agulhas Tourism Office

OV Cape Agulhas LM Arniston Arniston Hotel

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OV Cape Agulhas LM Bredasdorp Cape Agulhas Tourism Office

OV Swellendam LM Swellendam Drostdy Museum

OV Swellendam LM Swellendam Wildebraam Liqueurs

OV Swellendam LM Swellendam Swellendam Tourism Office

GR Bitou LM Plettenberg Bay Bloukrans River Bridge (bungee)

GR Bitou LM Plettenberg Bay Plettenberg Bay Country Club

GR Bitou LM Plettenberg Bay Storms River Adventures

GR Bitou LM Plettenberg Bay Plettenberg Bay Tourism Office

GR Knysna LM Knysna The Oystercatcher

GR Knysna LM Knysna Featherbed Experiences

GR Knysna LM Knysna Pezula Resort Hotel & Spa

GR Knysna LM Knysna Knysna Tourism Office

GR Knysna LM Sedgefield Scarab Craft Market (Saturday)

GR Knysna LM Sedgefield Sedgefield Tourism Office

GR George LM Wilderness Milkwood Village

GR George LM Wilderness Wilderness Tourism Office

GR George LM George Airport Airport

GR George LM George Outeniqua Transport Museum

GR George LM George Fancourt Golf Estate

GR George LM George George Tourism Office

GR Mossel Bay LM Mossel Bay Botlierskop Game Reserve

GR Mossel Bay LM Mossel Bay Hartenbos Museum

GR Mossel Bay LM Mossel Bay Dias Museum Complex

GR Mossel Bay LM Mossel Bay Mossel Bay Tourism Office

GR Mossel Bay LM Albertina Gouritz River Bridge (bungee jumping)

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GR Mossel Bay LM Albertina Aloe Ferox Aloe farm & factory

GR Mossel Bay LM Albertina Albertina Tourism Office

GR Langeberg LM Riversdale De Doornkraal Historic Country House

GR Langeberg LM Riversdale Riversdale Tourism Office

OV Theewaterskloof LM Caledon Caledon Hotel (spa & casino)

OV Theewaterskloof LM Caledon Caledon Museum & Tourism Office

OV Theewaterskloof LM Genadendal Genadendal Arts & Crafts Centre

OV Theewaterskloof LM Genadendal Genadendal Tourism Office

Other teams: Cape Town

Cape Point

Cape Town International Airport

Castle of Good Hope

Company Gardens

Iziko Museums

Kirstenbosch Gardens

Railway station/Intercape offices

V&A Waterfront

report from the may/june 2006 survey

Documents