MEMBERS of Cape Town Tourism (CTT) have given the thumbs up to the organisation’s new mandate of marketing the city.

A special general meeting attended by a record number of tourism businesses and stakeholders on Thursday afternoon unanimously accepted changes to the industry association’s constitution. This will see CTT take over the marketing from Cape Town Routes Unlimited (CTRU), whose services were terminated at the end of June by the Cape Town City Council following months of political wrangling. The meeting supported conciliatory remarks by CTT chairman, Ian Bartes, who said members should not perpetuate the political infighting. CTRU will have one member represented on the CTT board. “It’s a historical representation. We still want to collaborate with CTRU,” Bartes said. Ceo, Mariëtte du Toit-Helmbold, said the unanimous approval was a huge vote of confidence. City funding of R24m for marketing would now flow directly to CTT. “There is an urgency to deliver and mobilise, guide and support the industry. With less than two years to go to the 2010 Fifa Soccer World Cup, we do not have the luxury of time or unlimited resources. We have to work together; smarter, harder and be much more focussed.”
 

Since June, she said, CTT had done its homework by consulting with more than 200 people, including international and national marketing experts, stakeholders and captains of industry, through a series of think tanks. Existing marketing strategies were reviewed against international best practice. The aim was a single-minded, focussed, cost-effective marketing strategy that would complement activities by SA Tourism (SAT) and CTRU. A marketing framework had been established and a joint marketing action plan was being concluded with CTRU to ensure alignment and avoid duplication. CTT’s guiding principles included a stronger focus on responsible tourism; joint marketing with the private sector; focus on limited high-yield activities; targeting a small number of highly productive market segments; providing the industry with a marketing toolkit; allowing SAT and CTRU to develop new markets but supporting this through product development; and providing the industry, particularly small and black businesses, with dedicated marketing support.
 

She said cost-effective marketing activities would focus on guest relations and PR; forming a closer alliance with the world’s top media channels; and consumer driven e-marketing in target markets through social networks like Facebook; and making best use of Web 2.0. To spread the benefits of tourism, CTT would soon launch a series of local tourism programmes to provide better access and value for money, she said.

PHOTO: Excited about Cape Town Tourism's new function of marketing the city are (from left) chairman Ian Bartes, ceo Mariëtte de Toit-Helmbold and vice-chairperson, Bulelwa Makalima-Ngewana.