Post on 22-Sep-2020
Tourism in Cape Town has had to face multiple issues this past year, from xenophobia and Ebola concerns to the implementation of the new visa regulations. In the face of these challenges, we pushed ourselves further by �nding opportunities that allowed us to consistently deliver programmes, products, campaigns and information to those affected, while reinforcing the positive and welcoming image for which Cape Town is recognised.
This year has also seen the introduction of a range of innovative visitor-centric offerings, most notably our new Insider’s Guide mobile app and the Hello Weekend campaign.
A YEAR INREVIEW2014/2015
MEET CAPE TOWN: A WELCOMING ALL-YEAR-ROUND DESTINATION
FROM THE CHAIRPERSON
FROM THE CEO
THE CAPE TOWN TOURISM BOARD
OUR 2014/15 BOARD MEMBERS
ENVER DUMINY, CEOENVER MALLY, CHAIRPERSON
Directing Cape Town Tourism through this year hasn’t been an easy job, and the biggest concern has remained those smaller tourism businesses who rely heavily on every single tourist for their livelihood. We’ve had to stand firm against a background of the presence of Ebola in Africa, xenophobic violence, new visa regulations and slow GDP growth.
On the positive side, and despite these hurdles, Cape Town Tourism’s overall business performance has been stellar: we surpassed our financial goals for the year as set by the City of Cape Town.
We’ve also remained true to our aim to be a tourism marketing organisation that drives innovation. This was demonstrated through the launch of the Cape Town Insider’s Guide mobile app and our interactive Hello Weekend seasonality campaign.
We look forward to continuing to stay ahead of the curve and to increased collaboration with our members so that we can all achieve even better results for 2015/2016.
Cape Town Tourism has faced a year of change and challenge. In a self-driven industry like tourism, adapting to change is vital for success, but when that change is out of your control, you may begin to question whether someone has finally managed to kill o� the ‘golden goose’.
Despite the challenges, however, Cape Town Tourism has evolved dramatically in the last year, and I’m pleased to say that we’ve been able to chase our set goals. The passion and collaboration of our partners and our team have led to another successful year for us.
I’d like to acknowledge and applaud the tireless, selfless contribution that each director on the Board has made over the last 12 months in supporting the executive team of Cape Town Tourism, and providing the direction to ensure we remained focused on our goals while reacting to increased surrounding pressures.
THE BOARD FOR 2014/2015Clockwise from top le�:
Launching the Hello Weekend
campaign and microsite
Focusing on markets more likely to travel in our off-peak period
KEY 365 INITIATIVES
MILESTONES OF THE LAST YEAR
Anton GroenewaldGrant NewtonJonathan JacobsJohn van RooyenAlushca RitchieCllr Garreth BloorEnver MallyChantelle ColeNombulelo MfekaEnver DuminyLinda Pampallis
Targeting the USA as a
tactical winter market and
attending the New York
Times travel show
Creating speci�c winter content to highlight activities that are better to do from May to September Forming the
Cape Town 365 Task
Team and holding the Seasonality
Workshop
Hosting a winter media breakfast focused on positioning Cape Town as a 365 destination
04
Number 1 city in Africa and the Middle East (and 9th internationally) in Travel + Leisure’s
World’s Best Travel Awards
GLOBAL ACCOLADES 2013/2014TOP 10 CAPE TOWN ACCOLADES
01
Number 1 city for hotels’ online reputation, service, location and value by PwC report
Online reputations – why hotel reviews matter and how hotels respond
02
Number 1 city on Buzzfeed’s The Most Beautiful City in the World
03
Best City for the third year in a row in Telegraph Travel Awards 2014
05
Africa’s Leading Destination by World Travel Awards 2014
06
Best Place to Visit in Africa and the Middle East by US News
07
3rd World’s Best Food City by Condé Nast Traveller
08
2nd Best Beach City in the World by National Geographic
09
Included in special-edition travel-themed Monopoly Here & Now
10
18th Top Winter Destination Today by users of Gogobot
MORE
KEY INDUSTRY INDICATORS 2014
Source: The Airports Company South Africa (ACSA), Monthly Arrival Figures.
CAPE TOWN INTERNATIONAL AIRPORT 2014
NON-SCHEDULED ARRIVALS
DOMESTIC ARRIVALS
REGIONAL ARRIVALS
0 1 MILLION
76 895
INTERNATIONAL ARRIVALS707 783
3 513 794
4962
2 MILLION 3 MILLION 4 MILLION
TOTAL 2014 YOY GROWTH
4 303 434 3.4%
6.1%YOYGROWTH 6.4% -30.0%2.9%
Source: Cape Town Tourism and Horwath HTL, Accommodation Performance Review & Forecast Reports January to December 2014.
ACCOMMODATION SECTOR
R1 284AVERAGE ROOM
RATE (ARR)
11.7%GROWTH
R850 14.6%GROWTH
REVPAR
OCCUPANCY1.7%
GROWTH
66.2%
KEY INDUSTRY INDICATORS 2014
TOP TOURISM ATTRACTIONS
Source: Cape Town Tourism, Monthly Email Surveys.
23 836 059V&A
WATERFRONT
948 756TABLE
MOUNTAINCABLEWAY
338 192ROBBEN ISLAND
364 785GROOTCONSTANTIA
899 201KIRSTENBOSCH
NATIONAL BOTANICAL
GARDEN
920 057CAPE POINT
VISITORS
TOP SOURCE MARKETS FACTS & FIGURES
9%
57%
4%3%
17%
7%
2%
SOUTH AMERICA OCEANIA
EUROPE AFRICA
ASIA
NORTH AMERICA
MIDDLE EAST
ARRIVALS BY REGION TO CAPE TOWN INTERNATIONAL AIRPORT
FOREIGN ARRIVALS TO CAPE TOWN INTERNATIONAL AIRPORT 2014
This data was extrapolated by Cape Town Tourism from the Travelport Marketing Information Data Tapes (MIDT) for Cape Town International Airport for 2014. We thank the Airports Company South Africa
(ACSA) for making the information available to the Cape Town tourism industry.
TOP 10 SOURCE MARKETS IN 2014
30 0000 60 000 90 000 120 000 150 000
UK 121 3691.6%
89 513GERMANY
21 119SWITZERLAND 26.9%
25 915FRANCE 23.4%
17 777ANGOLA 78.9%
NAMIBIA 23 7655.7%
40 842NETHERLANDS 30.5%
AUSTRALIA 0.5%
16 860ITALY 18.5%
USA 52 702-8.3%
0.3%
ARRIVALSYOY GROWTH %
Source: Airports Company South Africa (ACSA), Travelport Marketing Information Data Tapes (MIDT) for Cape Town International Airport, 2014.
MARKET COMPOSITION 2014
Source: Cape Town Tourism and Horwath HTL, Accommodation Performance Review & Forecast Reports January to December 2014.
VISITOR PROFILE
NATIONAL9%
DOMESTIC45%
INTERNATIONAL46%
CAPE TOWN VISITOR SATISFACTION LEVELS
The satisfaction levels of domestic and international visitors to Cape Town with the experience overall and with identified tourism industry sectors.
EXPERIENCE DURING VISIT
VISITORS TOCAPE TOWNSURVEYED
862OF VISITORS INDICATED THAT THEY WERE VERYSATISFIED OR SATISFIEDWITH THEIR EXPERIENCE IN CAPE TOWN
95%
10% 36%
43%
11%
QUALITY OF ACCOMMODATION
36%
27%
31%
7%
LEVEL OF SERVICE BY TOUR GUIDES
1%
47%
1%5%
2%
37%
WEATHER
3%
43%
48%
6% 1%
RANGE OF RESTAURANTS
1%
55%38%
5% 1%
FRIENDLINESS OF THE LOCAL PEOPLE
1%
21%
43%
2%
28%
5%
PERSONAL SAFETY & SECURITY
NEITHER SATISFIED NOR DISSATISFIED
VERY DISSATISFIEDDISSATISFIED
SATISFIED NOT APPLICABLEVERY SATISFIED
Source: Cape Town Tourism
3%
52%41%
5%
DIVERSITY OF ATTRACTIONS
TOURISM SERVICES HIGHLIGHTS01
Mobile Information Centres expand
Following the success of the first mobile information centre in
Africa, the fleet now consists of two vans, two scooters and two
motorised bicycles.
02
Thando makes its markOur mobile information centre, Thando, attended a number of
trade shows including Indaba in Durban and the Namibia Tourism Expo, where it was well received.
05
Member participation in networking functions increase
We’ve seen an increase in attendance at a number of our networking events,
in particular our monthly ‘Co�ee & Connects’ held in di�erent areas of
Cape Town.
03
Visitor interactions with our mobile team trebles
Our mobile team travelled not only within Cape Town but also
regionally and nationally to share the Cape Town story far and wide.
06
Retail sales growRetail sales grew in excess of 50%
during the year.
07
New members joinWe welcomed 181 new members to the Cape Town Tourism family.
08
Our team expands their product knowledge
Thanks to our members, our team attended 126 educationals where
they were given the opportunity to learn more about those members’
service o�erings.04
Visitor interactions through our VICs increase
Despite having to close two centres due to low foot tra�ic,
there’s been steady growth through our visitor information
centre (VIC) network.
TOURISM SERVICES FACTS & FIGURES
INDUSTRY SERVICES
MEMBERPRODUCTS
NEW MEMBERS
181 1 257
SITE VISITS AND EDUCATIONALS
TOTAL NUMBER OF COMMUNICATIONS[NEWSLETTERS, EMAILS, SMSes, INVITES]
61 593126
88%OVERALL MYSTERY
SHOPPER SCORE
TOTAL NUMBER OF ENQUIRIES
252 689BOOKINGS2 038
BOOKABLE ENQUIRIESWORTH APPROXIMATELYR1 038 700
2 821
72%SALE
CONVERSION RATE
VISITOR SERVICES
Source: Cape Town Tourism
TOP 10 TOURISM MARKETING HIGHLIGHTS
01 06
07
08
09
10
02
03
04
05
International and national presence increased
We increased our presence from 6 to 10 international marketing platforms (including Brazil, USA, China and India) with a specific
focus on markets that are most likely to travel in our o�-peak periods. We also leveraged our
local trade platforms, including WTM Africa, We are Africa and Indaba.
CT repositioned as a 365 destinationWe increased our budget for our winter
campaign sixfold (from R250 000 to R1,4 million) and developed the Hello
Weekend campaign to focus on inspiring domestic and regional visitors to visit
Cape Town 52 weekends a year.
Online presence grewWebsite tra�ic grew by an unprecedented
48% and unique visitors to our site increased by 44% year-on-year. Referral
tra�ic to our website is up by 168% compared to the same period a year ago, with Facebook accounting for 78% of the
referral tra�ic.
Mobile app launchedIn June we launched our app, The O�icial Guide to Cape Town, on android and IOS. Downloads within the reporting period
amounted to 2 250.
Tourism Month activity increasedThere was a significant increase in our
activity through a partnership with Table Mountain and Heart 104.9fm, to promote
the newly developed ‘New7Wonder frames’ to a local audience via a ‘Be a tourist in your own city’ competition.
Over 200 media hostedCape Town Tourism hosted 201 media
over the course of the year, reaching an audience of 280 million globally.
Blog busyOur blog was hugely successful, with an
increase of 108% in tra�ic year-on-year, due to regular, relevant content like ‘100 things to do for under R100’ that could appeal to both visitors and locals. We also started a series of
neighbourhood blogs and videos.
Executive Partnership programme relaunched
We relaunched our Executive Partnership programme and we had seven partners sign
on, generating R1,8 million in added value for them.
Events supportedWe provided tourism and promotional services to 602 events, equating to R1,4 million ‘value in kind’ services, a year-on-year increase of 36%.
Visitors’ Guide and maps printedWe printed 200 000 copies of our Visitors’ Guide;
redesigned and updated seven area maps; distributed 100 000 printed maps in-destination and to visitors/locals, media, industry and trade visitors; and reproduced the City Central map in
Mandarin.
TOURISM MARKETING FACTS & FIGURES
CAPE TOWN WAS PRESENT AT
EXHIBITIONSAND
ROAD SHOWS
TRADE REPRESENTATION
INCREASE OF
67% YOY4 EXHIBITIONS
WORLD TRAVELMARKET
AFRICA
INDIA ROAD SHOW
CHINAROAD SHOW
WORLD TRAVEL MARKETLONDON
INDABA ITB BERLIN
TOURISM EXPONAMIBIA
WE AREAFRICA
ABAVBRAZIL
THE NEW YORK TIMES TRAVEL SHOW
10
Source: Cape Town Tourism
TOURISM MARKETING FACTS & FIGURES
WEBSITE HIGHLIGHTSJULY 2014 TO JUNE 2015
KWA-ZULU NATAL 4%
SOUTH AFRICA 60%
EASTERN CAPE 1%
INTERNATIONAL 40%
USA 21%
UK 16%
NETHERLANDS 5%
GERMANY 5%
INDIA 5%
GAUTENG 23%
WESTERN CAPE 70% TOP WEBSITE SEARCHES
TABLE MOUNTAIN
ROBBEN ISLAND
CAPE POINT
WEATHER
SAFARI
1
2
3
4
5
REFERRAL TRAFFIC
YOY GROWTH
TOP REFERRER
78%
168%
ORGANIC TRAFFIC
YOY GROWTH
TRAFFIC SOURCE YOY GROWTH
45%
OVERALL UNIQUE VISITORS
YOYGROWTH44%1 304 267
Source: Cape Town Tourism
SOCIAL MEDIA
JULY 2014 TO JUNE 2015
5 245TOTAL FOLLOWERS
56%YOY
TOTAL FOLLOWERS@CAPETOWNTOURISM
2 400 1 157%YOY
TOTAL FOLLOWERS@LOVECAPETOWN
78 665 53%YOY
TOTAL FANS
357 000 9%YOY
773 352TOTAL PAGE VIEWS
109%YOY
TOURISM MARKETING FACTS & FIGURES
Source: Cape Town Tourism
LAUNCH OF HELLO WEEKEND CAMPAGIN
AWARENESSPOSITION CT AS AYEAR-ROUND CITY
365
UNIQUE VISITORS TOHELLOWEEKEND.CAPETOWN
TARGETING SA& NAMIBIA
42 434
CONVERSIONPACKAGES SOLD
SEASONALITYFOCUS
BUDGET INCREASE
R250k
R1.4 million
YOUTUBE VIEWS
52 087
21%
OF HELLO WEEKENDVIDEOS
CAMPAIGN HIGHLIGHTSMAY – JULY 2015
Unbuntu workshops heldTeam Ubuntu shared some interesting facts
about the variety of cultures, religions, traditions and values we as a team at Cape
Town Tourism represent.
CATHSSETA stipends receivedCape Town Tourism succeeded in securing
stipends from CATHSSETA for seven students for a period of six months. Six of these
students are specifically tourism qualified and the seventh has been allocated to the HR
department.
HR refresher workshops heldThe HR team held refresher workshops for sta� members to take them through their
employment contracts and the policies and procedures within Cape Town Tourism. There was great participation from sta� members.
Long-service awards announcedOur annual awards function was held in
November 2014, at which we introduced long service awards; 15 sta� members were
acknowledged for their long service with Cape Town Tourism.
BBB-EE status maintainedWe managed to maintain our current BBB-EE
status of Level 4 (100% contributor).
OPERATIONAL HIGHLIGHTS
Unqualified Audit Report receivedIn August 2015 Cape Town Tourism received
an unqualified audit report.
Self-generated income target achievedWe exceeded targets for self-generated income
with a 15% growth in annual revenue.
Tax Clearance/Exemption receivedWe received our tax clearance certificate from
SARS on 5 November 2014, and we maintained our Public Benefit Tax Exemption Status for
the 10th year in succession.
Cloud-readiness assessment completedThe team successfully completed the
cloud-readiness assessment and implemented services in the sandbox testing environment.
Load-shedding managedLoad-shedding has been managed with
minimal disruptions to the current infrastructure, and in addition to this the team
has come up with e�ective long-term resolutions to the existing problem.
01
02
06
07
08
09
10
03
04
05
Cape Town Tourism will remain an organisation driven by your energy and commitment
LOOKING AHEADWithin the ever-changing landscape of the tourism industry, Cape Town Tourism is constantly
evolving. Innovation is key and the use of new technologies and operating methods will ensure that we continue to be a premier marketing organisation – which in turn will see Cape Town continue to
grow as a must-visit destination.
SOME EXCITING THINGS TO LOOK OUT FOR
The launch of our new website
The introduction of video content focused on Cape Town neighbourhoods
The introduction of new membership benefits
01
02
03
www.capetown.travel+27 (0)86 132 2223+27 (0)21 487 6859info@capetown.travel
© Copyright Cape Town Tourism. This report is for informational purposes only. The information contained in this document represents the current view of Cape Town Tourism on the issue discussed as of the date of publication.