Cape Town Routes Unlimited (CTRU) will soon roll out a new marketing campaign called ‘Beyond the 90 Minutes’, aimed at prolonging visitors’ stays before and after the 2010 World Cup and so ensuring sustainable tourism growth.
 
This was announced last week by new Western Cape MEC for Finance, Economic Development and Tourism, Alan Winde, when speaking at the Fedhasa Cape AGM in Cape Town. He said the campaign involved six themed itineraries, introducing football fans to Cape culture and a full range of experiences including spas, fine dining and adrenalin sports.
 
In addition, he said the Western Cape Department of Economic Development and Tourism had devised a multi-pronged strategy to grow tourism ahead of 2010 and beyond.  This includes stimulating travel; appealing to local and regional markets; and devising a tourism investment strategy.
 
Stimulating travel:
He said the Cape needed to start competing with Gauteng, which receives 2,3m more flights per year than Cape Town. He said the airport’s upgrade (on track for November) would ensure that more visitors flew directly to Cape Town during and after 2010. In addition, the upgrade and expansion of public transport and infrastructure would form the core of government expenditure for the coming year. Existing transport means, such as the Premier train that began operating its expanded service between Cape Town and Johannesburg in late 2007, must be marketed as an alternative to air transport.
 
Stimulating local & regional tourism:
Winde said the Western Cape needed to build its brand as a holiday destination for all South Africans. Currently the province was trailing at sixth place in terms of domestic tourism arrivals, with 68% of the fewer than one million domestic tourists being from the province.  He said focus on the international market meant the province had priced itself out of the local market and the industry needed to work on incentives to change that perception.  “We must look toward providing viable and cost-friendly options for locals who want to visit our unique attractions, but can’t afford the international rates. Well advertised local concessions should be considered.”
 
Tourism investment strategy:
Winde said the province needed to compile a well-researched list of tourism investment opportunities and market them to domestic and international players. Local governments, which knew their regions best, should take a lead in this, he said.