The Western Cape Government’s trade, investment, and tourism promotion agency, Wesgro, has launched its new domestic tourism campaign – ‘With Love from the Locals’.
The campaign was “born out of the insight that the best people to inspire you to visit a place are the people that live there”, Wesgro said in a press release.
Using locals from around the Cape’s regions, the campaign showcases selected protagonists doing the activities they love best. Sharing their insights and first-hand stories of the hometowns they live in and love – inviting fellow South Africans to come and experience their neighbourhoods and small towns.
The short videos come together in a hero trailer, demonstrating the experiences to be enjoyed in the Western Cape by all.
Featured in the series is Faeeza Abrahams, already well known for her role in Netflix’s Somebody Feed Phil. Abrahams gives a glimpse into the colourful life in the Bo-Kaap – highlighting the many cultural and culinary delights to be discovered in the heart of the city centre.
“We place immense value on our domestic audience, who remain our largest tourism source market and our biggest support throughout the year,” said Wesgro CEO, Wrenelle Stander.
“The previous financial year (2022) culminated in 3.4 million domestic trips to the Cape, with domestic spend reaching R12.7 billion (€619m) – nearly double the value attained in 2019. We remain confident that our numbers will continue on an upward trajectory, with the return of old friends as well as welcoming new visitors. The Western Cape welcomes you.”
Meet the locals
Showcasing the Cape Winelands is winemaker and owner of her very own label and farm, Carmen Stevens.
Heading north up the coast travellers meet Luthu, who is the Hermanus Whale Cryer. Moving into the Cape Karoo, Tannie Poppie is waiting to share the stories of her famous roosterkoek and unveil the many cultural treasures to be discovered in the Karoo region.
Continuing the cultural theme, Nunke Kadhimo from !Khwa ttu in the West Coast unveils the tales of history and language in the area, adopting the traditional way of sharing stories around a camp fire. Finishing off with art and adventure are local artist and thrill seeker, Eugene Lewis from Knysna and ocean adventurer Jero Revett.
“We’ve showcased international travellers to attract their fellow countrymen with previous international campaigns like the Neverending Tourist, and now it’s time to turn the camera even closer to home. ‘With Love from the Locals’ tells the rich stories of the Western Cape through the lens of those who know it best. First-hand accounts by influential locals who may not necessarily be on travel feeds and in traditional itineraries make this a truly special, documentary-style series,” said Wesgro Chief Marketing and Innovation Officer, Jean Scheltema.
Chief Tourism Officer, Monika Iuel, indicated that Wesgro continued to drive geographic spread and combat seasonality. “Together with our regional and local tourism offices we collaborated to identify locals to take part in the series, to ensure that the destination is showcased authentically and sustainably. The Western Cape has so much to offer, far beyond the well-known summer holiday destinations. And ultimately it is the people of our province that make this place so unique, ensuring that we will continue to build our local fan base, both from the rest of the country as well as our local Western Cape residents.”
The highly targeted digital campaign will feature on social channels including TikTok, Instagram, Facebook and YouTube.
“The launch of this exciting domestic tourism campaign is perfectly timed with the upcoming school holidays. Every visitor to our province is precious because more tourists mean more jobs. Our domestic market is especially important as they sustain the sector throughout the year, not just over the peak season. This campaign shines a spotlight on the many diverse, vibrant and rich offerings we have. So South Africans and those who call the Western Cape home, what are you waiting for? It’s time to get out and explore, with love from the locals,” concludes Western Cape Minister of Finance and Economic Opportunities, Mireille Wenger.
Watch the ‘With Love from Locals’ hero trailer below:
