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Cape Town & Western Cape an inspiring place to discover #discoverctwc
Marketing strategy
2015 – 2020
A collaboration betwe...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Presentation format
• Introduction
• Global trends
•...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Introduction
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Wesgro, the agency
Destination Marketing Organisatio...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Visitor
Business
Economic
value
Move towards a susta...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Insights into the
visitor needs
What
business
offers...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Strategic framework
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Vision
Goals and KPIs
1 2 3 4 5 6 7
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Global trends*
* Source: Resonance Consultancy
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Millennials
• 18 to 30 year olds
• More ethnically d...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Unstoppable Elders
• Estimated to be 1.3 – 1.6 billi...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
“Creative” tourism
• Creative tourism is travel “dir...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
• The signalling of social status through the
consum...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
• Luxury travel continues to be a robust segment
of ...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Multigenerational travel
• Another trend with reliab...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Active adventurers
• Travellers are seeking out ways...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Wired and wireless
• More than 40% of all online res...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Strategy
Cape Town & Western Cape an inspiring place to discover #discoverctwc
Vision
Goals and KPIs
1 2 3 4 5 6 7
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
To be in the Top 20 preferred global tourism and bus...
Cape Town & Western Cape an inspiring place to discover #discoverctwc
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  1. 1. Cape Town & Western Cape an inspiring place to discover #discoverctwc Marketing strategy 2015 – 2020 A collaboration between Wesgro and DEDAT
  2. 2. Cape Town & Western Cape an inspiring place to discover #discoverctwc Presentation format • Introduction • Global trends • Strategy
  3. 3. Cape Town & Western Cape an inspiring place to discover #discoverctwc Introduction
  4. 4. Cape Town & Western Cape an inspiring place to discover #discoverctwc Wesgro, the agency Destination Marketing Organisation Global best practice
  5. 5. Cape Town & Western Cape an inspiring place to discover #discoverctwc Visitor Business Economic value Move towards a sustainable growth vision Wesgro Strategy
  6. 6. Cape Town & Western Cape an inspiring place to discover #discoverctwc Insights into the visitor needs What business offers What the destination offers Global trends Approach to the strategy Wesgro Strategy
  7. 7. Cape Town & Western Cape an inspiring place to discover #discoverctwc Strategic framework
  8. 8. Cape Town & Western Cape an inspiring place to discover #discoverctwc Vision Goals and KPIs 1 2 3 4 5 6 7
  9. 9. Cape Town & Western Cape an inspiring place to discover #discoverctwc Global trends* * Source: Resonance Consultancy
  10. 10. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  11. 11. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  12. 12. Cape Town & Western Cape an inspiring place to discover #discoverctwc “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
  13. 13. Cape Town & Western Cape an inspiring place to discover #discoverctwc • 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
  14. 14. Cape Town & Western Cape an inspiring place to discover #discoverctwc • 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
  15. 15. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  16. 16. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  17. 17. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  18. 18. Cape Town & Western Cape an inspiring place to discover #discoverctwc Strategy
  19. 19. Cape Town & Western Cape an inspiring place to discover #discoverctwc Vision Goals and KPIs 1 2 3 4 5 6 7
  20. 20. Cape Town & Western Cape an inspiring place to discover #discoverctwc 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
  21. 21. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the top 20 preferred global tourism and business events destinations by 2020 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
  22. 22. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the top 20 preferred global tourism and business events destinations by 2020 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)
  23. 23. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Brand 2 3 4 5 6 7
  24. 24. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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.”
  25. 25. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  26. 26. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  27. 27. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Brand Domestic 3 4 5 6 7 Single narrative used by all, global and local
  28. 28. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  29. 29. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  30. 30. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  31. 31. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  32. 32. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Brand Domestic Global markets 4 5 6 7 Single narrative used by all, global and local Drive volume growth (out of season)
  33. 33. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  34. 34. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  35. 35. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Market 1 Africa Land
  36. 36. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  37. 37. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Namibia Market 2 Africa Air
  38. 38. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  39. 39. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Namibia Angola Market 3 South America
  40. 40. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  41. 41. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Namibia Angola Brazil Market 4 North America
  42. 42. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  43. 43. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Namibia Angola Brazil USA Market 5 Asia and Australia
  44. 44. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  45. 45. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  46. 46. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  47. 47. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips Global markets Namibia Angola Brazil USA Australia China (Hong Kong) India Market 6 Europe
  48. 48. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  49. 49. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  50. 50. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  51. 51. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  52. 52. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  53. 53. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  54. 54. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  55. 55. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  56. 56. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  57. 57. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  58. 58. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  59. 59. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  60. 60. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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)
  61. 61. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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)
  62. 62. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  63. 63. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  64. 64. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  65. 65. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  66. 66. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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)
  67. 67. Cape Town & Western Cape an inspiring place to discover #discoverctwc To be in the Top 20 preferred global tourism and business events destinations by 2020 Western Cape: 2,82 million foreign arrivals; FDS = R45bn & 6,24 million domestic trips 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
  68. 68. Cape Town & Western Cape an inspiring place to discover #discoverctwc Thank you
  • Giovanni_working

    Mar. 31, 2015

Marketing strategy for discussion at TAE Plenary

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