the case for a garden route marketing initiative
DESCRIPTION
TRANSCRIPT
The Case of Sydney (post 2000 Olympics)
The City Decided to limit investment in• Leisure tourism marketing• City Brand Differentiation
The investment in the games and the raised awareness
Would Induce visitors to arrive
They Assumed
Visitors Failed to arrive
Learning Points
- Destinations do not market themselves
- Infrastructure and Events are not necessarily
relevant when individuals make destination choices
More importantly, Lack of marketing induces
Invisibility and Irrelevance
Which in itself reduces demand
The Garden Route
One of the best Route Brands In SA
Going the Sydney Way?
Do we need to market the Garden Route when we have strong
destination marketing entities?
George and Wilderness Tourism
Knynsa Tourism
Bitou Tourism
Mossel Bay Tourism
Greater Oudtshoorn Tourism
The is no marketing synergy between the various Garden
Route Tourism Offices
Route Marketing IS ABOUT…..
Maximising the portfolio
Maximising the portfolio
More to package and promote
Route Marketing is MORE
• More reasons to visit
• More reasons to stay longer
• More reasons to spend money
For the Garden Route
Tourism is a Critical Economic Driver
Everyone Benefits
What are we waiting for?
Can we afford to wait longer?