Cape Town has become a leader in responsible tourism through efforts of the local government and tourism industry. This includes developing policies and plans, training workshops, communications strategies, and resources to promote responsible practices among businesses. Challenges remain to sustain momentum and drive further adoption of responsible tourism in order to maximize its benefits for the local economy and environment.

1. Advances in Responsible Tourism in Cape Town Local Government Taking Responsibility Ms NombuleloMkefa Director Tourism Department, City of Cape Town, South Africa

20. Awards & recognition highlights (2009-10) World Top 20 City - Condé Nast Traveller Awards 2010 Africa's Leading Destination – World Travel Awards 2010-8, 2006-5, 2003 World Top 25 Place to Visit – Trip Advisor 2010 awards One of the World's Most Beautiful Cities – Forbes.com 2010 Best holiday destination – Heat magazine reader survey 2010 World top 10 party cities – Lonely Planet’s 1000 Ultimate Experiences 2009 Second favourite overseas city – Guardian 2009 UKWorld's Number Two City – Travel+Leisure magazine 2009 World's Best Incentive Destination – Conference & Incentive Travel 2009 World's Best Entertainment/Lifestyle Destination – Luxury Travel Awards 2009 Best Tourism Investor City of the Year – AI Tourism Investor Awards 2009

21. Virgin Holidays Responsible Tourism Awards: Best Destination Keeping Cape Town at the leading edge Cape Town wins ‘Best Destination’ category of the 2009 Virgin Holidays Responsible Tourism Awards November 2009

23. Infrastructure largely private vehicle dependent

24. Energy and water insecurity is a problem

25. Unemployment levels are high (16.8% officially, 2007)

27. 5.3 million visitors in 2009, major new markets showing potential from FIFA World Cup™

28. Long term tourism growth trend >5% p.a.

29. Goal is to double economic impact of tourism between 2010 and 2020

32. Generates greater economic benefits for local people and enhances the well-being of host communities, improves working conditions and access to the industry

33. Involves local people in decisions that affect their lives and life chances

35. Provides access for physically challenged people

37. Why is the City involved? ?

38. Responsible Tourism Potential

39. City’s six “levers” to achieve sustainability in managing the destination: Planning Regulation Use of buildings Contracts for funding Supply chain Performance management

40. RT is not a policy in isolation:

41. How to achieve RT in the destination? Destination-wide approach Partnership Co-created and co-implemented solutions Transparency Reward early adopters & participants Don’t throw the baby out with the bath water

42. Crossing the Chasm RT becomes the norm in the destination Adoption and implementation of Responsible Tourism

43. Crossing the chasm – Tourism Industry Awareness: The Tourism Industry believes…* Behaviour: The Tourism Industry has acted… RT good for the industry (90%) All tourism businesses should operate as RT (80%) Awareness of RT in SA is growing (69%) RT guidelines published in official visitors guide (reaches 1-3% of visitors) Minimum RT-aligned criteria required for membership in Cape Town Tourism (since 2008) 21 certified RT products in Cape Town out of 155 in South Africa (14%)** 21 certified RT products out of 2500+ members of CTT (<1%)** * 2010 FTTSA survey, 73% of respondents based in Western Cape ** FTTSA and Heritage Silver or higher, as of July 2010

44. Some momentum has been built Few cities in the world have a national park within city limits, two World Heritage Sites, blue flag beaches, mountains, is part of 2 UNESCO biosphere reserves and offers the excitement of big city life Green Map highlighting green and responsible experiences and products available 2010 FIFA World Cup™ major event hosted with sustainability programme, Green Goal™ (a national Impumelelo Sustainability Award winner) Comprehensive Energy & Climate Change Policy and Action Plan Solar Water Heating Bylaw in process Green Building Guidelines in process Over 2500 tourism businesses in the destination meet minimum criteria for RT-aligned management practices

45. The journey to date The City of Cape Town has formally supported the principles of RT since the 2002 Cape Town Declaration. 2004 the City includes RT as a founding principle of its Tourism Development Framework. 2009 the City adopts RT Policy and Action Plan. 2009 the RT Charter signed by the tourism industry and the City of Cape Town. 2010 Launch of RT Action Team (Steering Committee) 2010 Charter signatories develop RTIPs and RT Policies

46. Our efforts to implement since winning the award include… RT Website & Social Media Green Goal 2010 RT Training Workshops RT Communications Strategy Visual Identity RT in Cities Conference RTIPs and Policies RT Booklet RT How-To Guide RT Tips for Travellers Image Library DVD

47. www.responsiblecapetown.co.za

48. “respCPT” Twitter.com/respCPT

49. Green Goal 2010 2010 FIFA World Cup™ Code of Responsible Conduct for Visitors included in 2009 Official Cape Town Visitor’s Guide and in the 2010 Official Visitor’s and Fan’s Guide Expo at Fan Fest Cape Town Green Map Drink Tap Water Campaign Environmental accreditation system for accommodation sector, GreenStaySA

53. RT Awareness and Training Workshops Run as part of Green Goal 2010 and the longer term Responsible Tourism Programme of the City Workshops reviewed case studies of applied RT practices in businesses, and a presentation on the City's RT Policy and Action Plan, including application of RT Charter in individual businesses Attended by cross section of industry– accommodation providers, tour operators, tour guides, marketing, communications agents, educational institutions offering tourism courses

54. RT Communications Strategy Aligned messages across destination Support destination brand Holistic approach (multi-stakeholder, multi-channel) Reduce conflict / confusion of messages Key messages, target audiences, channels, campaigns Emblem to signify industry participation and commitment Roadmap for implementation Clear roles and responsibilities Monitoring and evaluation

57. RT in Cities Conference:

58. RT in Cities Conference:

60. Use of Twitter for parallel conversations and audience engagement

61. Pre-workshop series of online discussions to build interest and skills and to focus topics

62. All presentations archived and put on www.responsiblecapetown.co.za

64. RT Booklet:

65. RT in Cape Town How-To Guide A practical, How-To Guide for the local tourism industry Includes a toolkit of step-by-step instructions and templates for the implementation of responsible tourism management in any tourism business, focused on local issues and solutions Includes how to position, market and sell a responsible product or experience, and how to align with the destination’s brand and marketing strategies RT How-To Guide is aimed at: - Accommodation providers: hotels, self catering, B&B’s, guest houses - Tour operators and transport providers - Conference venues and conference organisers - The events industry: festivals, exhibitions, events - Food and beverage service providers: restaurants - Suppliers to the tourism industry: crafters

66. RT Tips for Travellers RT Tips for Travellers published in 2010 Official Visitors Guide and 2010 Official Fan’s Guide Featured on websites www.capetown.travel; and www.responsiblecapetown.co.za Tips include: - Learning about the city - Supporting local initiatives - Respecting local cultures - Lowering your carbon footprint

67. Destination RT image library 60+ images

68. Cape Town Taking Responsibility for Tourism DVD

69. Key challenges ahead include… Sustaining momentum Breaking new ground

70. THANK YOU - DANKIE - ENKOS’