Cycling Route Development

western cape
An inspiring place to discover
No collaboration, no competitiveness
How cycling can make us competitive
Judy Lain
June 2015, Rev 6

western cape
What is our goal?

Goal
100 000 additional full time, sustainable jobs across the Province in
tourism by 2020

western cape
What do we need we need to change to
achieve this goal?

Problem statement for tourism
Due to the seasonality of travel, the lack of breakaway growth of
tourist arrivals (domestic and international), lack of spend, geographic
spread and length of stay. The Western Cape’s tourism industry is
unable to provide sufficient full time jobs all year round.
0

50000

100000

150000

200000

250000

300000

350000

400000

450000

Arrivals to the Western Cape 2012 - 2013
Domes-c
Interna-onal

western cape
How are we going to change this? The
action plan

Improve the visitor experience
through destination management
Increase
visitor
demand
from the right
markets
through
destination
marketing
Outcome: creating an environment that private
sector can drive and succeed in
Spiral: evolution, holistic growth, connectivity

western cape
Strategic intent 1

Improve the visitor experience through destination
management
1.  By making it easier for businesses to do business in tourism through:
•  Improved planning processes
•  Improved licensing processes
•  Improved signage processes
2.  By creating business and investment opportunities around our niche tourism activities:
•  Heritage & Culture
•  Cycling
•  Wine & Cuisine
3.  By increasing access to the destination through:
•  Promotion of our world-class local transport options (air, rail and road) to our visitors
•  New direct flights
•  Lobbying for visitor friendly visa regulation for our markets
4.  By creating memorable experiences for visitors through world-class customer service

western cape
Strategic intent 2

Increase visitor demand from the right markets through
destination marketing (leisure and business tourism)
Market and sector
selection
Data and real-
time
intelligence
Competitive
identity and
niche activities
Cape of Great
Events (leisure
and business)
Delegate
boosting and
retention
Right markets and sectors Right insights
Right messaging
and activities
Leveraging events
and linking to
activities
40% return rate

western cape
Market selection

Filter 1
* Volume (to South Africa & Western Cape) * Seasonality (April – Sept) *Geographic Spread *Linkages
to niche activities
Tactical Markets
“low hanging fruit”
Africa: Namibia,
Middle East: GCC
Asia: India
Core Markets
“bread and butter”
America: USA,
Australia: Australia,
Europe: France, Germany,
Netherlands, UK
Domestic
Watch-list Markets
“on the radar”
Africa: Kenya
Asia: Singapore
Investment Markets
“invest for the future”
Americas: Brazil,
Africa: Angola,
Asia: China (incl Hong Kong)
Europe: Italy
Filter 2
*Value (spend per day) – VISA *Length of stay *Link
to trade and investment
Tactical Markets
Middle East: GCC
Core Markets
Domestic
Watch-list Markets Investment Markets
Africa: Angola
Maintenance campaign:
•  Marketing mapping of trade
•  Customer relationship marketing with media
and trade
•  Workshops and educationals (inbound
operators)
•  Local shows (WTM Africa, Indaba, We are
Africa)
•  Media hosting opportunities
•  Airline partnerships / campaigns
Growth campaign
•  Marketing mapping of trade
•  Build awareness: PR (influencers, mall activations)
•  Online marketing training: tool kits, content, tests
•  Events calendar
•  Development of niche activities
•  Road show with private sector

The following collateral
has been translated
into Portuguese:
-  Wesgro landing
page (info about
Wesgro and how
we can be of
assistance)
-  Invest in Cape
Town
-  Ease of doing
business
Trade Delegation:
•  17 Western
Cape
companies
•  14 high level
meetings held
Hosted functions in
Luanda for the
Premier and the
Mayor
Hosted a workshop
with tourism trade
in Angola with
South African
Tourism
Hosted a tourism
delegation in Cape
Town around an
hospitality
exchange
programme

Business tourism: alignment with Provincial priority sectors
•  Agri-processing
•  Oil and gas, maritime
•  Energy
•  Pharmaceuticals and medical technologies
•  Advanced manufacturing

western cape
Data and real-time intelligence

Existing data and research done by Wesgro
Big
data
VISA card
UNWTO
Skift
South
African
Tourism
Provincial
visitor
trends
Town
visitor
trends
Market
and sector
insights
Niche
activity
trends
Regional
visitor
trends

Real-time data intelligence
Access to traveller bookings, arrivals and overnight information
in real time for the Western Cape
Monitor the impact of marketing efforts and events
Study the competitive environment
Monthly report of all types of accommodation across the
Province. Occupancy rates vs prices, over-pricing, demand vs
price, market is prepared to pay
Tracking and understanding of on-line behaviour and where we
can influence / change decision

western cape
Competitive identity and niche activities

Competitive identity and niche activities
Competitive identity (business and tourism identity)
•  Development of a value proposition and positioning for the
destination
•  Development of a marketing tool kit (e.g. images) for all to use
•  Development of trade training kits
Niche activities (cycling, wine & cuisine, culture & heritage)
•  Communication “packaging” around the niche activities
–  What markets are we taking what messaging
•  Marketing tool kit (maps, images, itineraries, plus part)
•  Trade training kits

western cape
How does cycling play a role in creating
100 000 jobs?

Bikes aren’t just good for
you, they’re good for the
economy, too.

Cycle Economy Vision: TO BE THE MOST CYCLE
FRIENDLY DESTINATION IN AFRICA
Design healthy,
active and
prosperous
communities
Promote
cycling
awareness and
behavioural
shifts
Make highways and
streets safer
Increase cycling
tourism
opportunities
Improvecyclinginfrastructure

Vision for tourism:
To be the TRAIL capital
of Africa

Solution-driven,
outcome-based, visionary
collaborators who want
measurable results that
show success.

western cape
The approach

Our approach
Research
Segmentation and
insight development Action plan
•  Strengthening of the
tourism experience
•  Creation of demand
•  Leveraging of events
Cyclist data:
•  Domestic
•  International

Segmentation and insights
Active
socialiser
26%
Independe
nt
confident
doers 21%
Emerging
confident
doers
26,20%
Beginners
16%
•  Sense of community (local involvement)
•  Iconic route with universal signage and one ticket
access
•  Services and facilities (risk management, bike
facilities, accommodation)
•  Range of events plus other activities
•  The offering can be packaged and taken to market
•  Something tangible to sell

Build iconic track and
interconnectivity with towns along
the route: Year 1 – 2 (Joint funding)Year 3 – 4 (joint funding)Year 5: Cape Overberg (Joint funding)
Immediate: Audit all tracks and track signage
Year 1 – 2: Implementation of universal signage
Immediate: Audit all bike services and hire
Month 1 - 6: Workshop with private sector: nuances
Immediate: Audit all bike friendly accommodation
Month 1 – 6: Workshop with private sector: business ideas
Immediate: Skills audit of trail builders and guide
Year 1 - 2: Workshop with private sector
Immediate: Audit all risk management with land owners
Month 1 – 6: Workshop with private sector
Immediate: Audit all access cards
Month 1 – 6: Launch of one ticket access
Immediate: Updating of user-generated event
calendar
Month 1 - 6: 156-calendar for the region
Month 1 - 6: Self-funding digital and printed guide
of all routes
Year 2: Launch of international event on the iconic
route
Month 1 – 6: Competitive identity tool kit: TRAIL
CAPITAL OF AFRICA
Month 6 onwards: Marketing campaigns
Month 6 onwards: Trade and media educationals
Partnerships with media (magazines, websites,
teams, manufacturers)
Month 6 onwards: Linking existing events to
tourism “packages” e.g. Scenic drive, slow food,
good wine, great ride

western cape
Cape of Great Events

Vision: To be the event capital of Africa

156 week calendar of events across the Province
Need a comprehensive view of all business and leisure events that are happening across
the Province for the next three years
www.eventsandfestivals.capetown
Five audiences will benefit from this approach
1.  Visitor:
•  Easy to use portal that segments the types of events they are interested across the
province (www.eventsandfestivals.capetown)
2.  Travel Trade
•  Plan and package deals around events (segmentation, details, imagery)
3.  South African Tourism
•  Assist them in their planning and media hosting
4.  Event organisers
•  Where the gaps are in the calendar and plan more effectively
•  Single funding access portal (Dept of Premier and DCAS)
5.  Attracting and hunting for new events / growing of the incubator events
•  Private / public sector partnership

western cape
Delegate boosting

Delegate boosting and retention
•  40% of delegates that attend a conference return as leisure visitors
with their family and/or friends

Thank you | Dankie | Enkosi

Cycling Route Development

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