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.