NOTWITHSTANDING the global economic downturn, the Western Cape is preparing to reap the biggest possible benefit from an expected accelerated tourism growth in long-haul visitors following the 2010 Fifa World Cup.
 
This was the message from Western Cape MEC of Finance, Economic Development and Tourism, Garth Strachan, to about 300 delegates who attended a Tourism Destination conference in Cape Town on March 5 and 6.
 
He said the key focus of his ministry was to establish joint ventures between BBBEE micro and small businesses and medium-size companies before June 2010, assist them to work optimally during the event and to facilitate cross-ownership afterwards.
 
The department would promote accommodation and destinations within a two-hour drive of Green Point Stadium and attractions that were within a four-hour drive, said Strachan. It would help package tourism products that included BBBEE B&Bs, land transport, restaurants, retail outlets and community-based projects, plus travel along routes to the attractions. It would research business opportunities for SMMEs, seek to level the playing field in tourism and foster mass participation in the event by funding stadium visits, fan park enhancement and purchasing tickets.
 
Key initiatives being undertaken included:
* a ‘Red Door’ 2010 handbook giving SMMEs simplified information about Fifa-related rules and regulations and FAQs around the event.
* The Cape Film Commission would train black youths to become location scouts and fixers for the event.
* WESGRO would provide strategic co-ordination for trade and investment promotion opportunities presented by 2010. It would also drive the establishment of sector business clubs aimed at attracting foreign investment for 2010.
 
Strachan said CTRU was responsible for the following:
* 2010 media material: three- to five-minute films were being produced on some of the province’s hidden gems including human interest story lines. These would be broadcast on Cape TV and syndicated to other broadcasters. Local and international media would use this footage over the weeks of the event.
* 2020 marketing: Some 30 000 2010 DVDs with soccer messages were being produced for in-market distribution.
 
The Fifa World Cup trophy will be taken to several countries as a build-up to the event. There will be a world-class traveling exhibition showcasing South Africa and all its participating regions. Tourism ambassadors from each province will speak to a wide range of audiences about the destination. These events are planned for Africa from September to December 2009 and globally from January to April 2010.
 
The V&A Waterfront Tourism Gateway office will be one of the main strategic information offices for the event. 
 
The Tourism 2010 Fifa World Cup Community Mobilisation Programme will take citizens from all over the province on visits to Green Point Stadium.
 
Strachan said CTRU was also buying game tickets for distribution to citizens to ensure that all had an equal chance of attending some of the games.