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Brand, responsible tourism and the marketplace

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Brand, responsible tourism and the marketplace

  2. 2. What is the impact of tourism on our fragile world and its people?
  3. 3. Our world is changing rapidly
  4. 4. World economic downturn
  5. 5. Tourism is fragile. World events have a ripple effect on our industry
  6. 6. Many of our core markets are still recovering from a recession
  7. 7. Overall growth in tourism and long-haul travel
  8. 8. Generational shifts and a change in demographics
  9. 9. Increased urbanisation
  10. 10. Shortened time availability
  11. 11. Going 'green' and searching for fulfilment
  12. 12. Consumer desire for authentic experiences
  13. 13. 50% of the world’s population can no longer see the stars...
  14. 14. The Use of Internet, Web 2.0 and Social Media
  15. 15. The moral dilemma of long-haul travel
  16. 16. People are questioning the acceptability of flying long- haul for recreational or leisure purposes
  17. 17. Sustainability is no longer a nice to have, but a need to have
  18. 18. It is now about the customer, not the destination
  19. 19. Ethical consumerism has put pressure from the travelling public on tourism businesses to be sustainable.
  20. 20. Responsible Travel is ‘about experiences, fulfilment and rejuvenation’ rather than ‘places and things’ John King
  21. 21. Who are the Responsible Travelers?
  22. 22. “The quest of the responsible traveller is to learn, to be understanding, to share, to contribute - rather than to act as a consumer who seeks maximum gratification at a minimum expense." Rolf Wesche and Andy Drum Good Alternative Travel Guide
  23. 23. USA: book well in advance and prefer pre-packaged tours; luxury ecotourism is the fastest growing sector for conscientious U.S. travelers and is remaining relatively strong despite the economic downturn
  24. 24. Germany: world's largest outbound market, highly experienced travelers who are most likely to purchase carbon offsets, seek more stimulating travel, expect tourism companies to offer environmentally and socially responsible products
  25. 25. Dutch: experienced travelers, very high propensity (81%) to travel abroad and a preference for sun and beach holidays. They seek good quality and high value for cost and are interested in responsible tourism products and destinations
  26. 26. British: savvy, experienced and avid travelers, who regard holidays as a necessity rather than a luxury. View responsible and ethical travel as important. Within the EU, the U.K. ranks just behind Germany in visits to developing countries. South Africa’s major source market despite decline in outbound travel due to recession
  27. 27. Why should cities take the lead in the Responsible Tourism journey?
  28. 28. Cities are defined as the “prism through which countries are viewed”. Cities are the new super brands of the 21st century
  29. 29. Cities have history, heritage and a future. Cities are “Capitals of the Mind” and they have the ability to become lead brands for countries, therefore leading responsible tourism
  31. 31. ONE OF THE WORLD’S MOST BEAUTIFUL CITIES, Forbes.com, 2010
  32. 32. Cape Town has exceptional diversity in a small geographic area, making it a destination with remarkable potential to be a leader in responsible tourism
  33. 33. ONE OF THE WORLD’S MOST SUSTAINABLE CITIES Ethisphere Institute, 2008
  34. 34. THE WORLD’S TOP DESTINATION Tripadvisor’s Top 25 Destinations in the World 2011
  35. 35. ONE OF THE PLACES OF A LIFETIME, National Geographic, 2008
  36. 36. Cape Town tells the tale of two cities Tourism has increasingly been recognised for its potential to contribute to poverty reduction.
  37. 37. In a world where the story has become the unique selling point, rather than the product, and where people are yearning to get off the bus and immerse themselves into the hearts and homes of people in places with rough edges, we have an opportunity to shape a new tourism destiny for our destinations
  38. 38. To be a great place to visit, Cape Town must first be a great place to live
  39. 39. We will conserve only what we love, we will love only what we understand, we will only understand what we are taught. - Baba Dioum
  40. 40. It is time to redefine Cape Town beyond the well-known beautiful stereotypes
  41. 41. A destination is a place where people want to be. It is a special place, it is more than just bricks and mortar; it is a place whose greatest assets and experiences occupy people’s minds and hearts
  42. 42. Cape Town is in the process of rebranding We are developing a a multi-dimensional city brand that will provide a holistic view of Cape Town incorporating business, education, the arts, creative industries, human capital and tourism.
  43. 43. Cape Town’s brand must tell the real Cape Town story and capture the hearts and imaginations of a world bombarded with choice and homogeneity
  44. 44. It is cities with the confidence to define themselves in the minds of their markets and own citizens that stand out from the rest
  45. 45. Cities of the future will deliver something different; they are not defined by their size alone but by their ability to capture the imagination and define themselves as being the best at something We are committed to be defined by our Responsible Tourism offering
  46. 46. The World Cup assisted Cape Town in furthering plans towards becoming benchmark sustainable, responsible city
  47. 47. Low carbon emission public transport, green spaces and low energy solutions are all being given top priority by the City and its tourism and business stakeholders
  48. 48. If we are to successfully continue to grow our tourism sector towards job creation and skills development, we have to protect the very thing that has created tourism demand; the environment and our local communities
  49. 49. Sustainable practice and responsible tourism govern all our marketing strategies
  50. 50. Responsible Tourism should be the very essence of our product offering and not a stand-alone category of experiences
  51. 51. Responsible Tourism is still considered niche and not the norm
  52. 52. Travellers want a holiday, not a guilt trip.
  53. 53. Very few are prepared to pay more for a responsible holiday experience.
  54. 54. Green-washing is on the rise
  55. 55. Opportunity to develop a wider range of tourism experiences and extend economic benefits
  56. 56. There are many success stories to celebrate and share with the world, but our journey has only started
  57. 57. CONTACT CAPE TOWN TOURISM info@capetown.travel www.capetown.travel