The official tourism, trade and investment promotion agency for Cape Town and the Western Cape, Wesgro, unveiled a suite of digital resources called “playbooks” this week.

The playbooks, available on the Wesgro website, offer a comprehensive collection of digital assets under the province’s renowned visitor experience themes:

• Gastronomy (showcasing unique culinary traditions and local dishes)
• Golf
• Halal tourism
• Sustainability

The digital assets include itineraries, maps, videos and blogs designed to bolster marketing of Cape Town and the Western Cape as a premier travel destination.

The resources are freely accessible and can be repurposed by the tourism industry value chain to promote the region’s attractions and experiences to local and international audiences. Wesgro developed these destination playbooks to address key challenges faced by the tourism sector, globally and locally, since the COVID-19 pandemic.

“For an industry pressed for time, and when accessing information digitally is key, destinations that are easily packaged and understood are optimal. As the industry evolves, there is a pressing need to access marketing resources, especially for newer operators,” said Wesgro CEO Wrenelle Stander.

The playbooks aim to close the knowledge gap through promotion of the region and its offerings by providing detailed information and enhancing understanding of the destination’s experiences.

The themes, aligned with the Western Cape government’s tourism blueprint, aim to highlight the region’s strengths and provide the tourism sector with ready-to-use content that streamlines marketing efforts.

Tourism plays a key economic role in Cape Town and the Western Cape, contributing approximately 10% to the region's GDP, said Stander. Renowned for its attractions (including beaches, landmarks, wine regions and cultural festivals), it is a sought-after destination for domestic and international travellers.

The playbooks are designed to strategically strengthen the sector – ensuring it remains competitive in the global market by equipping industry professionals with the tools they need to effectively promote the region, Stander pointed out.

She stressed the importance of collaboration between the public and private sectors in promoting the region. “We believe that effective marketing of Cape Town and the Western Cape requires strong partnerships with the private tourism sector.

“Our destination playbooks and trade toolkits are designed to boost the visibility of our region’s unique offerings, bridge the skills gap and make marketing efforts more efficient. By providing these easily accessible digital assets, we aim to strengthen our tourism industry and maximise its economic impact.”

Ivan Meyer, the Western Cape’s Minister of Agriculture, Economic Development and Tourism, highlighted the importance of embracing digital tools in today’s competitive tourism landscape. “Tourism is the lifeblood of Cape Town and the Western Cape, driving economic growth and showcasing our rich cultural and natural heritage. To reach a global audience and stay competitive, we must leverage digital media.

“The playbooks will not only enhance the visitor experience but also ensure that our region remains a key player in the global tourism industry, attracting more travellers and supporting sustainable growth.”