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An inspiring place to discover
Cape Karoo Workshop: Outcomes
Judy Lain – October 2014
CMO
Revision 1
An inspiring place to discover
presentation structure
• Overarching goal
• Challenge
• Opportunity
• Alignment with nation...
An inspiring place to discover
overarching goal
To identify tourism opportunities that will foster economic development (i...
An inspiring place to discover
opportunity
To leverage the Cape Karoo’s unique offering around astro-tourism (star gazing)...
An inspiring place to discover
Setting context (research)
An inspiring place to discover
setting context
• Our research is based on visitor information surveys completed by
the fol...
An inspiring place to discover
Key Tourism Indicator 2011 2012 2013
Total foot count 5310 4797 4550
% share of overseas vi...
An inspiring place to discover
basic calculation
Average spend per night: R 550.00
Average trip length: 1 night
2013 foot ...
An inspiring place to discover
Action plan
An inspiring place to discover
framework for our action plan
What is our vision?
Principles (i.e.what is important) we ext...
An inspiring place to discover
Cape Karoo Framework
What is our vision?
Get people to visit the Cape Karoo and experience ...
An inspiring place to discover
Cape Karoo Framework
Get lost in the Karoo
“Lose yourself in the diamond night sky. In the ...
An inspiring place to discover
Cape Karoo Framework
Principles (i.e. what is important) we extract that will guide the pla...
An inspiring place to discover
Cape Karoo Framework
Principles (i.e. what is important) we extract that will guide the pla...
An inspiring place to discover
Beaufort West:
• Karoo National Park
• Airport (private)
• Donkey tours (star gazing)
• Acc...
An inspiring place to discover
Cape Karoo Framework
Principles (i.e. what is important) we extract that will guide the pla...
An inspiring place to discover
Cape Karoo Framework
What do we have already, what is existing that we can leverage?
Prins ...
An inspiring place to discover
• UNWTO Starlight Destination: Judith (Wesgro)
• Karoo Lamb Sascha (Beaufort West)
• Resear...
An inspiring place to discover
• UNWTO Starlight Destination: Judith (Wesgro)
• Karoo Lamb Sascha (Beaufort West)
• Resear...
An inspiring place to discover
next steps
Wesgro to:
- Approach a single product to test the strategy and buy in
- Organis...
An inspiring place to discover
Thank you | Dankie | Enkosi
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Get Lost in the Cape Karoo Slide 1 Get Lost in the Cape Karoo Slide 2 Get Lost in the Cape Karoo Slide 3 Get Lost in the Cape Karoo Slide 4 Get Lost in the Cape Karoo Slide 5 Get Lost in the Cape Karoo Slide 6 Get Lost in the Cape Karoo Slide 7 Get Lost in the Cape Karoo Slide 8 Get Lost in the Cape Karoo Slide 9 Get Lost in the Cape Karoo Slide 10 Get Lost in the Cape Karoo Slide 11 Get Lost in the Cape Karoo Slide 12 Get Lost in the Cape Karoo Slide 13 Get Lost in the Cape Karoo Slide 14 Get Lost in the Cape Karoo Slide 15 Get Lost in the Cape Karoo Slide 16 Get Lost in the Cape Karoo Slide 17 Get Lost in the Cape Karoo Slide 18 Get Lost in the Cape Karoo Slide 19 Get Lost in the Cape Karoo Slide 20 Get Lost in the Cape Karoo Slide 21
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  1. 1. An inspiring place to discover Cape Karoo Workshop: Outcomes Judy Lain – October 2014 CMO Revision 1
  2. 2. An inspiring place to discover presentation structure • Overarching goal • Challenge • Opportunity • Alignment with national and provincial • Setting context • Action plan
  3. 3. An inspiring place to discover overarching goal To identify tourism opportunities that will foster economic development (i.e. job creation and economic growth) in the Cape Karoo region. challenge To get more visitors to see the Cape Karoo and stay longer when they visit. Increase in VISITOR numbers and LENGTH OF STAY Increase in income and jobs created for the region
  4. 4. An inspiring place to discover opportunity To leverage the Cape Karoo’s unique offering around astro-tourism (star gazing) and cuisine (Karoo Lamb) to raise awareness of the region and drive up visitor numbers and length of stay. alignment with national and provincial The demand led (visitors driving demand) strategy developed by the Western Cape Government (DEDAT and Wesgro) has identified cuisine as one of the niche markets in which they will invest in terms of strategic support. The Cape Karoo will leverage this and astro-tourism.
  5. 5. An inspiring place to discover Setting context (research)
  6. 6. An inspiring place to discover setting context • Our research is based on visitor information surveys completed by the following organisations and experiences: – Laingsburg Tourism – Beaufort West Tourism – Beaufort West Museum – Fransie Pienaar Museum – Karoo National Park • No visitor information surveys have been received from: – Matjiesfontein – Prins Albert Tourism
  7. 7. An inspiring place to discover Key Tourism Indicator 2011 2012 2013 Total foot count 5310 4797 4550 % share of overseas visitors 7,60% 6,50% 5,90% % share of domestic visitors 90,80% 91,30% 93,60% % share of overnight stays 33,20% 32,50% 39,90% % share of day visitors 66,80% 67,50% 60,10% Average travel group size 3,1 3,3 3,4 Average length of stay (days) 2,7 2,7 2,4 VISITOR TRENDS INTO CAPE KAROO TOURISM OFFICES (2011 - 2013) Decline in tourist arrivals (year on year) Highly dependent on domestic tourism (2013: Western Cape 41%; Gauteng 27%, Free State 6,8%) International markets: United Kingdom; Germany; Netherlands; France; United States; Belgium; Sweden and India 60% of domestic visitors are day visitors (trend seen year on year) Bed nights: Domestic 60% one night: International: 40% one night, 33% two nights and 16,7% five nights
  8. 8. An inspiring place to discover basic calculation Average spend per night: R 550.00 Average trip length: 1 night 2013 foot count 4 550 Economic impact: R2,502,500 Average spend per night: R 550.00 Average trip length (100% increase): 2 nights target foot count(10% increase) 5 005 Economic impact: R5,505,500
  9. 9. An inspiring place to discover Action plan
  10. 10. An inspiring place to discover framework for our action plan What is our vision? Principles (i.e.what is important) we extract that will guide the plan What do we have already, what is existing that we can leverage? What do we still need to do? Who will do it? The action plan
  11. 11. An inspiring place to discover Cape Karoo Framework What is our vision? Get people to visit the Cape Karoo and experience the star gazing and taste the Karoo Lamb and spend a minimum of 2 nights Get lost in the Karoo “Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.” Thinking: 1. Karoo is a break from city hustle and bustle 2. Karoo has some of the best star gazing 3. Karoo is famous for food and stories 4. Once you lose yourself in all the Karoo has to offer, you’ll want to stay for days
  12. 12. An inspiring place to discover Cape Karoo Framework Get lost in the Karoo “Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.” Principles (i.e. what is important) we extract that will guide the plan
  13. 13. An inspiring place to discover Cape Karoo Framework Principles (i.e. what is important) we extract that will guide the plan • Long term sustainability • Responsible tourism (environment, society and economy) • PDI empowerment and entrepreneurship (SMME) • True to the brand positioning: Refresh and Reconnect • Added value offerings Get lost in the Karoo “Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.”
  14. 14. An inspiring place to discover Cape Karoo Framework Principles (i.e. what is important) we extract that will guide the plan • Long term sustainability • Responsible tourism (environment, society and economy) • PDI empowerment and entrepreneurship (SMME) • True to the brand positioning: Refresh and Reconnect • Added value offerings Get lost in the Karoo “Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.” What do we have already, what is existing that we can leverage?
  15. 15. An inspiring place to discover Beaufort West: • Karoo National Park • Airport (private) • Donkey tours (star gazing) • Accommodation • Outdoor Festival • Game auction • Olives • Nelspoort Rock Art Prins Albert: • Restaurants • Star gazing experiences • Olive festival • Wine farms • Accommodation • The Showroom Laingsburg • Aynsburg • Mobile unit • Restaurants • Science train • Farm stays • Ancient temples • Matjiesfontein telescope • Sutherland partnership • Karoo Marathon • MMM Cycling • Evening markets • Golf Course
  16. 16. An inspiring place to discover Cape Karoo Framework Principles (i.e. what is important) we extract that will guide the plan • Long term sustainability • Responsible tourism (environment, society and economy) • PDI empowerment and entrepreneurship (SMME) • True to the brand positioning: Refresh and Reconnect • Added value offerings Get lost in the Karoo “Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.”
  17. 17. An inspiring place to discover Cape Karoo Framework What do we have already, what is existing that we can leverage? Prins Albert • Restaurants • Star gazing experiences • Olive festival • Wine farms • Accommodation • The Showroom Laingsburg • Aynsburg Nature Reserve • Mobile unit • Restaurants • Science train • Farm stays • Ancient temples • Matjiesfontein telescope • Sutherland partnership • Events • Golf course Beaufort West • Karoo National Park • Airport (private) • Donkey tours • Accommodation • Outdoor festival • Game auction • Olives • Nelspoort rock art What do we still need to do? Who will do it?
  18. 18. An inspiring place to discover • UNWTO Starlight Destination: Judith (Wesgro) • Karoo Lamb Sascha (Beaufort West) • Research Jacyntha (Wesgro) • Partnerships (SKAL, Universities) NDT • Skills development Nox (DEDAT) • Product audit JJ • Karoo National Park Sascha • Community tourism products JJ The action plan
  19. 19. An inspiring place to discover • UNWTO Starlight Destination: Judith (Wesgro) • Karoo Lamb Sascha (Beaufort West) • Research Jacyntha (Wesgro) • Partnerships (SKAL, Universities) NDT • Skills development Nox (DEDAT) • Product audit JJ • Karoo National Park Sascha • Community tourism products JJ The action plan • Three streams of work that will be happening concurrently: • Brand strategy: Mercury One and JJ • Astro Tourism and Karoo Lamb JJ and Wesgro • SRI Funding (Karoo National Park) JJ, DEDAT and NDT
  20. 20. An inspiring place to discover next steps Wesgro to: - Approach a single product to test the strategy and buy in - Organise an educational for trade and media Regional and local tourism bodies: • Create special events and social media promotions around the strategy • Develop visually engaging campaigns with an educational message • Measure all activities
  21. 21. An inspiring place to discover Thank you | Dankie | Enkosi
  • StephenGhitun

    Mar. 2, 2021

Wesgro Tourism Plan for Cape Karoo Star Gazing Campaign

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