Framework for discussion

Cape Town & Western Cape an inspiring place to discover #discoverctwc
Marketing strategy
2015 – 2020
A collaboration between Wesgro and DEDAT

Presentation format
• Introduction
• Global trends
• Strategy

Introduction

Wesgro, the agency
Destination Marketing Organisation Global best practice

Visitor
Business
Economic
value
Move towards a sustainable growth vision
Wesgro Strategy

Insights into the
visitor needs
What
business
offers
What the
destination offers
Global
trends
Approach to the strategy
Wesgro Strategy

Strategic framework

Vision
Goals and KPIs
1 2 3 4 5 6 7

Global trends*
* Source: Resonance Consultancy

Millennials
• 18 to 30 year olds
• More ethnically diverse group than other
generations and so are more interested in
international travel
• More interested in urban than resort
destinations
• More likely to travel in pursuit of favourite
interests or activities
• They’re more likely to travel with friends in
organized groups
• Mobile devices are central to their
communication

Unstoppable Elders
• Estimated to be 1.3 – 1.6 billion 65+ elders
worldwide (mainly from developed countries)
• 59% of 55+ affluent Americans are open to
travel internationally
• Customer service is crucial to this group and
show “higher levels of frustration that result in
zero tolerance for poor service”
– Not only one of the wealthiest group, but also the
most demanding
• Primarily travel for rest and relaxation (luxury)
• Travel off peak season (short or long stays)
• Favour quieter, less congested destinations

“Creative” tourism
• Creative tourism is travel “directed toward an
engaged and authentic experience”
• It is travel that provides a connection with those
who reside in the destination
• The creative tourist differs from a cultural tourist
in that he or she is active and interacts with the
locals

• The signalling of social status through the
consumption of experiences rather than through
consumer goods
• Unique experiences and are the new social
currency
• Prevalence of social media (Instagram) allows
for the widespread sharing of vacation photos
with friends, families and colleagues
• Take extended time off work to travel and
experience
The rise of conspicuous leisure

• Luxury travel continues to be a robust segment
of the industry
• “Millions of millionaires”
– Number of affluent USA households is projected to
increase from 10.5 million in 2012 to 20.5 million in
2020
• USA, Japan and European visitors will dominate
the luxury travel space until 2020
• China has a large percentage of millionaires
Luxury tourism

Multigenerational travel
• Another trend with reliable staying power is
multigenerational travel
• The older the boomers get, the more family travel
they’re doing
• A lot of that travel is planned around milestone
events
• This market is about “trading memories, convenience
and value”
• On the supply side, destinations have lagged when it
comes to providing services and amenities that
appeal both to 6- and 66-year-olds, but some cruise
lines have taken a leadership position in catering to
the multigenerational travel market

Active adventurers
• Travellers are seeking out ways to stay active
and healthy while “on the road”
• Growth in adventure travel has accelerated at
65% yearly since 2009
• The value of the global outbound adventure
travel sector was more than $345 billion in 2012
• Adventure travel includes two out of three
criteria: nature, culture and physical activity
• Adventure travellers are younger

Wired and wireless
• More than 40% of all online research for travel
came from mobile devices
• Internet access is the MOST important hotel
amenity for travellers
• Biggest digital and mobile trends:
• Valuable and unique content will be bigger than ever
• Leveraging the diversity of platforms (Twitter,
Facebook, Google+, Instagram, Tumblr)
• Image centric content rules
• Less is more (short simplistic marketing messages)
• Ad retargeting will grow in effectiveness
• SEO and social signals become more intertwinned

Strategy

To be in the top 20 preferred global tourism and business events destinations by 2020
The vision is aligned to the overall national direction set out in the National Tourism Sector
Strategy (NTSS) and will be achieved through the co-delivery of the Western Cape Tourism
Growth Vision
1st France 83 million annual visitors
10th Malaysia 25 million annual visitors
15th Thailand 22.4 million annual visitors
South Africa 9.6 million annual visitors
UNWTO TOP TOURIST DESTINATIONS 2013

Goal in real terms
71,4
54,1
118,4
188
17 12,7
28,4
45
0
20
40
60
80
100
120
140
160
180
200
2009 2013 (Jan-Sept) 2015 2020
Foreign Diret Spend (FDS) in billions
FDS (South Africa) FDS (Western Cape)
7
9,616
12,068
15
1,317 1,048
2,267
2,822
0
2
4
6
8
10
12
14
16
2009 2013* 2015 2020
Foreign tourist arrivals in millions
South Africa Western Cape
*2013 SA: Jan – Sept, WC: Jan - Jun
30,3
17,9
40
54
3,5
1,129
4,62
6,24
0 10 20 30 40 50 60
2009
2013*
2015
2020
Domestic trips in millions
Western Cape South Africa

Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips
National Measurements:
• Tourist arrivals
• Length of stay
• Seasonality
• Geographic spread
• Promote
redistribution and
transformation
Strategic objective performance indicators:
• No. of international tourist arrivals to the Western Cape
• International foreign direct spend
• No. of domestic trips to the Western Cape
Programme performance indicators (implementation):
• SMART measurements for the pillars
• Wesgro, LTOs and RTOs to align where possible
(greater more focused drive)

To be in the Top 20 preferred global tourism and business events destinations by 2020
Brand 2 3 4 5 6 7

Brand
“Branding a destination, whether it is a small village or a whole country, is
probably the most complicated form of branding due to the fact that it is
neither owned nor controlled by a single entity. From destination marketing
and tourism to business development for destination brands, everyone living
within that area owns and influences the brand in one way or the other.”

Brand
• The destination brand is more than a logo we use on tourism collateral
• It is about developing a brand narrative that encompasses the identity of
the province from a business, policy, leadership and destination
perspective
• Narrative – one strong message vs the noise of many different messages
• EDP process with Wesgro, Dept. of Premier, V&A Waterfront, Accelerate
CPT
• Development of messaging matrix
• Greg Clarke (London Partners)
• Provincial wide logo design competition – by the people for the people

Brand
• For e.g. We open for business
• Development of unique and creative ways to bring to life the destination
narrative
• Leveraging of the narrative across all sectors (trade, investment, film)
• Aligning business with our narrative for a stronger single global voice
• Ensuring not only our values align with the narrative, but also businesses

Brand Domestic 3 4 5 6 7
Single
narrative
used by all,
global and
local

Domestic
Drive
volume
growth
(out of
season)
Importance, opportunities and weakness of the domestic market:
• Importance: seasonality
• Help increase numbers during the quieter times of the year
• Importance: geographic spread
• Drive domestic visitors into all regions (especially smaller towns)
• Opportunity
• Support SATs Sho’t Left domestic campaign and help create a
holiday travel culture
• To showcase unique, unknown places and experiences that South
Africans love to find out about
• Weakness
• Travel not seen as a social status domestically by South Africans

Domestic
Drive
volume
growth
(out of
season)
58.3%
17.8%
4.7%
3.9%
1.6%
1.6%
1.5%
1.1%
Domestic trips
taken to / in
the Western
Cape from all
provinces

Domestic
Drive
volume
growth
(out of
season)
Marketing opportunities:
• Website and mobile
• Process of rebuilding our website to meet needs of the domestic
(and international) market
• Social media
• Facebook, Twitter and Instagram showing great successes
• Media and PR
• Continue finding new and exciting ways to get the local media
excited and touring the Western Cape for e.g. Route62 campaign
with GHFM
• Shows:
• Consumer Shows (Gauteng and KwaZulu Natal)
• International Shows
• Local events

Domestic
Drive
volume
growth
(out of
season)
International Shows in South Africa
Indaba
• Objective: Conversion
• Focus: Product and experiences
We Are Africa
• Objective: Awareness
• Focus: Destination and luxury
WTM Africa
• Objective: Awareness and conversion
• Focus: Destination, product and experiences

Brand Domestic
Global
markets 4 5 6 7
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)

Global
markets
SATs foreign arrival
trends
Western Cape’s
foreign arrival trends
both in and out of
season
Convention Bureau
(Wesgro)
Wesgro Film
Promotion Unit
Wesgro Investment
Promotion Unit
Wesgro Trade Unit
Collaborative approach to international market selection

166 267
136 802
78 679
47 285
44 387
35 566
25 025
24 692
22 163
20 797
United Kingdom
Germany
United States
China (including
H.Kong)
Netherlands
France
Australia
Brazil
Canada
Sweden
Top 10 in season international markets into Western
Cape, Oct-Mar 2012/2013
109 880
78 938
61 401
47 723
30 258
25 755
22 390
17 376
16 462
15 966
United Kingdom
United States
Germany
China (Incl Hong Kong)
Netherlands
France
Australia
Italy
Brazil
India
Top 10 out of season international markets into Western Cape,
Apr-Sep 2013

Global
markets
Market 1
Africa Land

Global
markets
Namibia
Namibia
Volume
trend (out
of season)
Proximity
to Western
Cape
Short Haul
Air access
Direct
Visa
Visa free
access
(ordinary
passport
holder)
Season-
ality
Out of
season
Insights
Self-drive
West
Coast
Shopping
Social
Family
holidays
Adventure
Nature

Global
markets
Namibia
Market 2
Africa Air

Global
markets
Namibia
Angola
Angola
Volume
trend (out
of season)
Proximity
to Western
Cape
Short Haul
Air access
Direct
Visa
Visa
required
Season-
ality
Luxury
traveller –
peak
season
Business
and
budget
traveller –
out of
season
Insights
Luxury
Social
status
Driven by
personal
need
(events)
Word of
mouth

Global
markets
Namibia
Angola
Market 3
South America

Global
markets
Namibia
Angola
Brazil
Brazil
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
First
timers
Adventure
not
relaxation
Multi-
generatio-
nal
Student
Wine
Shopping

Global
markets
Namibia
Angola
Brazil
Market 4
North America

Global
markets
Namibia
Angola
Brazil
USA
USA
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Wildlife
Nature
Wine
“once in a
lifetime”
Culture

Global
markets
Namibia
Angola
Brazil
USA
Market 5
Asia and Australia

Global
markets
Namibia
Angola
Brazil
USA
Australia
Australia
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Nature
Relaxation
Health and
wellness

Global
markets
Namibia
Angola
Brazil
USA
Australia
China
(Hong
Kong)
China (Hong Kong)
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa
required
Season-
ality
Out of
season
Insights
High end
shopping
New
experien-
ces

Global
markets
Namibia
Angola
Brazil
USA
Australia
China
(Hong
Kong)
India
India
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa
required
Season-
ality
Out of
season
Insights
Adventure
Outdoor
experien-
ces
Nature

Global
markets
Namibia
Angola
Brazil
USA
Australia
China
(Hong
Kong)
India
Market 6
Europe

Global
markets
Namibia
Angola
Brazil
USA
Australia
China
(Hong
Kong)
India
France
France
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Nature
Culture
Cuisine
Events
and
festivals

Global
markets
Namibia
Angola
Brazil
USA
Australia
China
(Hong
Kong)
India
France
Germany
Germany
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Value for
money
Nature
Beaches
Cuisine
Wine
Adventure

Global
markets
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
Netherlands
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Unique
experien-
ces
Cuisine
Wine
Adventure
Nature

Global
markets
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
United Kingdom
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Direct
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Value for
money
Unique
experien-
ces
Nature
Urban

Global
markets
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Italy
Volume
trend (out
of season)
Proximity
to Western
Cape
Long Haul
Air access
Minimum
1 stop
Visa
Visa free
access
Season-
ality
Out of
season
Insights
Wildlife
Culture
Urban
Shopping
Experien-
ces

Global
markets
Tactical Markets
“low hanging fruit”
Namibia
Watch-list Markets
“on the radar”
Core Markets
“bread and butter”
Angola, USA, Brazil, Australia, India, China
(Hong Kong), France, Germany,
Netherlands, UK
Investment Markets
“invest for future”
Italy
Western Cape’s 2015 – 2020 international market selection

Global
markets
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Marketing approach
• Understanding of where they are in the tourism lifecycle (introductory,
growth or maturity) and how best to market to them
• Use of traditional and non-traditional partners to reach the market
• Growth of inbound tour operators through strategic market mapping
• Understanding visitor needs from selected markets and feeding the right
messaging and experiences
• Educationals and media engagements
• Air access strategy
• Move towards more specialised road shows in mature markets for e.g.
Interbike Las Vegas and Ride London
• Strong alignment and leverage between Wesgro’s DMO and other units
Film (India), Trade (China), Investment and Convention Bureau

Brand Domestic
Global
markets
Lifestyle 5 6 7
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy

Lifestyle
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Development of strategies that drive lifestyle experiences (Western Cape’s strong
selling points aligned with market insights)
Cycling Strategy
(nature)
Luxury
Strategy
Design & Culture
Strategy
Wine & Cuisine
Strategy
Youth & Student
Strategy
Adventure (nature)
Agri-tourism (nature)
Watch
list

Lifestyle
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Wine & Cuisine: Technology is not the big idea, but a solution to the problem
• Need to provide a platform that pulled wine and cuisine together to make it easier for
the visitor (virtual travel before you go)
• Need from wine farms to develop a mobile interface, but lack of funding and resource to
manage
• Trend around the curation of bespoke experiences that meets an individuals needs
(wine, cuisine, adventure, accommodation)
• Sales angle (BUY NOW)
• Car rentals, airlines, trade and consumer platforms

Lifestyle
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Cycling: 100 000 per year in 10 years
• First round of presentations to Ministry
• Second round will be stakeholder engagements with feedback
and input
• Opportunity around the second round of engagements is
to map what this looks like in 20 years and what do we
need to do to fulfil this dream and ensure we build the
final strategy around this (legacy and sustainability)
• Already showing great partnership with business (event
organisers) and Wesgro
• NB: Sustainability around this strategy and making sure the
citizens see the value as well

Brand Domestic
Global
markets
Lifestyle
Business
events 6 7
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling

Business
events
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions
Business events
• Sector focus ensures alignment and leveraging of Wesgo’s Trade and
Investment business units
• Wesgro has aligned with both national and provincial sectors
• Business Process Outsourcing (BPO)
• Information Communication Technology (ICT)
• Renewable energy
• Life sciences (medical)
• Manufacturing (agri-processing)

Business
events
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions
Business events
• To help drive geographic spread and business events it is important that
Wesgro’s Convention Bureau meet with all regions to understand business
events facilities (size and no. of conference venues)

Brand Domestic
Global
markets
Lifestyle
Business
events
Events 7
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions

Events
Jewel
Incubator
Local
The Cape of Great Events Provincial Strategy
JEWELS
(Signature Events)
Annual events
associated with the
area’s identity, and
provide that area
with competitive
advantage
INCUBATOR
(Brewing)
Smaller events that
show potential to
develop into jewels
LOCAL EVENTS
Smaller events that
take place in towns
across the province
and help drive
domestic tourism
and seasonality

Events
Jewels
Incubator
Local
The Cape of Great Events Provincial Strategy
JEWELS
(Signature Events)
Annual events associated
with the area’s identity, and
provide that area with
competitive advantage
INCUBATOR
(Brewing)
Smaller events that show
potential to develop into
jewels
LOCAL EVENTS
Smaller events that take
place in towns across the
province and help drive
domestic tourism and
seasonality
Timing: All year round
• Focus on international
platforms Minimal local
marketing support
• “Green policy” as part of our
contracts
Timing: Out of season
• International platforms
• Social media support
• PR support
• Website support
• Limited financial support
• Sustainable long term support
Timing: Out of season
• Social media support
• PR support
• Website support
• Limited financial support
• Sustainable long term
support

Brand Domestic
Global
markets
Lifestyle
Business
events
Events Research
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions
Jewel
Incubator
Local

Business
events
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions
Research
• Vital to have credible, insightful and valuable research
• Wesgro has established a “Tourism Reference Panel” representing a cross
section of sectors in the industry (Western Cape)
• The main objective of the panel is to offer professional opinions and
comments regarding the state and performance of tourism across a wide
spectrum
• Encouraging a closer working partnership with Wesgro Research and all
stakeholders (public and business)

Brand Domestic
Global
markets
Lifestyle
Business
events
Events Research
Single
narrative
used by all,
global and
local
Drive
volume
growth (out
of season)
Namibia
Angola
Brazil
USA
Australia
China (Hong
Kong)
India
France
Germany
Netherlands
UK
Italy
Design &
culture
Wine &
cuisine
Youth &
student
Agri-tourism
Adventure
Cycling
Sector
focussed
Meetings
Incentives
Conferences
Exhibitions
Jewel
Incubator
Local
Tourism
Panel
Reference
Insightful,
valuable
research

Thank you

Framework for discussion

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