For the last three years, Cape Town has experienced a growth in international arrivals during its peak summer season but the destination has much to offer in winter too. What are the potential markets for winter and how can the trade tap into these? Tessa Reed reports.

While Cape Town occupancies take a dip over the winter months, there are a still a number of overseas tourists visiting South Africa during winter, giving Cape Town the opportunity to draw these visitors in. Nils Heckscher, Founder of consultancy Not just Hotels, points out that occupancies have increased in Cape Town during the winter months, despite the additional developments that came on line before the Soccer World Cup in 2010.

Craig Drysdale, General Manager Global Sales for Thompsons Africa, says the biggest markets for this period are traditionally the US, Indian and Australian markets. Velma Corcoran, Executive Marketing Manager at Cape Town Tourism also identifies these markets, adding Brazil and China. She says Cape Town Tourism is actively targeting these markets, which travel to SA from May to July.

Corcoran says, from the US in particular, the majority of visitors are travelling to SA for a safari holiday and will tag on a trip to Cape Town. Cape Town’s winter also coincides with India’s monsoon season, making a trip overseas desirable during this period, she says.

Opportunities for Cape Town

Heckscher says Cape Town sees significant numbers from the US, Italy, France and Africa during winter. However, he argues that there is scope for the Middle Eastern markets. “Cape Town is well placed to cater for the Muslim market, as has been documented recently,” he says, adding that the very large expat community in places like Dubai, Qatar and the rest of the region can be targeted too. “The money is there and the desire to see other destinations, especially if they are somewhat cooler then the Middle East in summer.”

Ina Kellerman, Cape Town Sales Centre Manager at Legacy, highlights the potential of the Middle Eastern market. In addition to the hot and humid summer experienced in the region during Cape Town’s winter, she says the market is price sensitive, offering an opportunity. “We offer good value-for-money deals and it is a long summer break for them, so they have the time to spend in South Africa, and Cape Town in particular.”

Likewise, Drysdale explains that because South Africa’s winter months fall in the low and shoulder seasons, suppliers offer lower rates, enabling tour operators to put together dynamic packages and these can be marketed to the travellers likely to travel during this period.

According to Heckscher, up-and-coming nations in Africa, such as Angola or Nigeria, also have great potential. “They are interested in shopping and experiential travel, where adventure features quite highly.”

Cape Town’s winter offering

Corcoran says Cape Town Tourism is repositioning Cape Town as a year-round destination. “We focus on events and on selling those things that are better to do in winter than summer, for example surfing, paragliding, trail running, food and wine and shopping, to name but a few.” She adds that there are plenty of activities guests can enjoy over winter including shark cage diving; paragliding; dining, including red wine pairings; hiking and trail running; adventure activities; and spa experiences.

Kellerman and Drysdale also highlight Cape Town’s food offering and point out that a number of the destination’s key attractions can be enjoyed during winter, such as Robben Island, Table Mountain and shark cage diving experiences. Drysdale adds that while some of these are weather dependent, on poor weather days guests have alternatives like wine-tasting and the spice route. “We’ve also got some private tours that we do through Woodstock, including the Biscuit Mill.”

Kellerman points out that the destination also has a number of festivals and events over winter, including the Good Food & Wine Show in May, as well as festivals in surrounding areas, such as the Whale Festival in Hermanus.

Heckscher suggests that emphasis shouldn’t be drawn to the season. “Winter seems such a dirty word and, in my opinion, we should almost leave it out,” he says. “Every destination has seasons, so does Cape Town. Yes there are activities that are weather dependent but many that are also immune to weather.

“The beauty is that Cape Town continues to grow into a true world-class city. Whether it is design, culinary, wine, art and again, ‘just’ nature and people, we have so much to offer, and must not forget the rest of the country and region, which add their attraction to this offering,” says Heckscher. “All this makes a compelling argument to come here. I believe it is through transporting this message that we will slowly manage to see more of a levelling out of the deep valleys that we have as far as business in winter goes.”