1. An inspiring place to discover
Cape Karoo Workshop: Outcomes
Judy Lain – October 2014
CMO
Revision 1
2. An inspiring place to discover
presentation structure
• Overarching goal
• Challenge
• Opportunity
• Alignment with national and provincial
• Setting context
• Action plan
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. 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.
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. 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. 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
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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. 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. 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. 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. 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. 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
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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. 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. 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
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• 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
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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
