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WELCOME ,[object Object],[object Object],[object Object]
INTRODUCTIONS
AGENDA AIMS THE SITUATION AND LEARNINGS THE PROPOSED PLAN DISCUSSION
AGENDA ,[object Object],[object Object],[object Object],[object Object]
BACKGROUND
FORMAT
THE WORLD CONDITION WTO SAYS OECD SAYS… International Tourism: First results of 2011 confirm consolidation of growth
THE WORLD CONDITION
THE WORLD CONDITION The urbanisation and the rise of the urban tourist
THE SOUTH AFRICAN CONDITION Total visitor arrivals Indexed visitor arrivals
THE SOUTH AFRICAN CONDITION
LEARNINGS  FROM AROUND THE WORLD
LEARNINGS  FROM AROUND THE WORLD
LEARNINGS:  GETTING IT WRONG
THE CONSUMER: What the hell just happened? Global Financial crisis
THE CONSUMER: So what do they want now!?
THE CONSUMER: So what do they want now!? Value (?) Simplicity (?) Experiences (?) More to see and do at no cost !
THE CONSUMER: So what do they want now!?
THE CONSUMER: how they see cities
FORMAT
THE CAPE TOWN VISITOR INDUSTRY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THE SCENARIOS (R3.8bn) (R11.1bn) The real opportunity cost: 18,300
OUT OF TURMOIL COMES OPPORTUNITY
OUR MARKETS
CAPE TOWN’S (International) MARKETS Country Visitors % Contribution To total Rank UK 200067 18% 1 Germany 113524 10% 2 USA 106893 10% 3 Namibia 78582 7% 4 Netherlands 55886 5% 5 France 52247 5% 6 Zimbabwe 45426 4% 7 Australia 37821 3% 8 Italy 26044 2% 9 Mozambique 26005 2% 10 Country Spend % Contribution To total Rank UK R2.2bn 17% 1 USA R1,7bn 14% 2 Germany R1,3bn 10% 3 Netherlands R0,7bn 6% 4 Australia R0,6bn 4% 5 France R0,5bn 4% 6 Namibia R0,5bn 4% 7 China 0,4bn 3% 8 Canada R0,4bn 3% 9 India R0,3bn 2% 10
IDENTIFYING THE PROBLEM
IDENTIFYING THE PROBLEM ,[object Object],[object Object],[object Object],[object Object],Visitor industry: vulnerable and threatened
TOWARDS A SOLUTION
PLAN INGREDIENTS
PLAN: CHANGING THE MIX From To (On-line)
PLAN: BEFORE WE START The Cape Town brand has existed for over 300 years It will be around for many more! What we deal with is the crafting of its messages to induce more people, who have different needs,  to visit
^ too In a world demanding simplicity… We have much to offer
Heritage Cultural diversity Cuisine Flora + fauna Innovation, creativity Higher  education Lifestyle Sport Natural  environment But is that how the potential visitor sees it !
People do not see -
 
PLAN: Ambassador
PLAN: A BI-FOCAL APPROACH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Aligned with broader Economic Development (EDA) goals
Cape Town Johannesburg Durban SA Tourism Discovery National Geographic Programmes (all three cities) Vignettes On-line Initiatives (tailored) National Geographic Leverage and PLAN: An International knowledge build
For the benefit of all our citizens We need  your help in making: Cape Town the most inspiring city in the world

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Cape Town Tourism Industry Forums

Editor's Notes

  1. Our rich heritage – South Africa’s oldest city.
  2. A new view of Cape Town would show the energy and the vibrancy...innovation....against the inspiring backdrop of Table Mountain.