CAPE TOWN TOURISM2010 FIFA WORLD CUP PROGRAMMES

1. Welcome & Introduction

2. Cape Town: 2010 FIFA World Cup Host City

3. Cape Town Visitor Strategy – towards 2010 and beyond

4. 2010 Tourism Readiness & Legacy

5. Conclusion

CREATIVITYTABLE MOUNTAIN

THE PEOPLE

ROBBEN ISLAND

ICONIC CAPE TOWN

COLOUR

ENVIRONMENT

V&A WATERFRONT

PENGUINS

LIFESTYLE

CULTUREFOOD AND WINE

STYLE

AWARD WINNING CAPE TOWN• Favourite World City – UK Telegraph November 2008

• Top of the 10 long haul destinations for 2009 – British Airways

• 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure

• 4th Top City in the World & Best in Africa & the Middle East – Condenast Traveller

• 3rd Best World Food City - Lonely Planet Blue List

• Best Destination in Africa - World Travel Awards

• Best City to live in Africa & the Middle East – Mercer Quality of Living Survey

• One of the “Places of a Lifetime” – National Geographic Traveller

• One of the World’s 20 most Sustainable Cities, Ethisphere Institute

• Boulder’s Beach named World’s Best Family Beach - UK Telegraph

• #1 UK Long Haul Destination - UK Trends & Spends Survey

• One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk

• Favourite Foreign City - UK Telegraph

CAPE TOWN IS READY TO WELCOME THE WORLD

SOME FACTS ABOUT 2010• Record 204 countries participating• 350 000+ visitors expected in SA• 4 out of 5 visitors indicate they prefer Cape Town• 3 million tickets for 64 matches• 2010 TV Rights worth R14,7 billion• Provisional Income: $ 3 billion+• Final Draw in Cape Town, Dec 2009• Confederations Cup, June/July 2009• World Broadcasters Conference, Cape Town 2009• Green Point Stadium – 9 matches• FIFA Fan Park at Grand Parade • FIFA Fan Mile linking Grand Parade with Stadium• 3 Public Viewing Areas: Athlone, Bellville, Swartklip• 2 Training Venues & at least 3 Base Camps

OPPORTUNITIES• Destination Marketing

• Legacy– Economic Development & Job Creation– Improved and new infrastructure– Civic Pride– Service Excellence– Sustainable & Green Cape Town– Safety & Security– 365 destination

ACCOMMODATION• 16 000 rooms in 45 min• 7 000 rooms in 15 min • 3 500 rooms in walking distance• 8 new hotels

THE CUSTOMER JOURNEYMarketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’.

Dream/ select Plan Book Visit

Recollect, recommend anticipate

PROJECT SCOPE• Destination Marketing

• Visitor Services

• Industry Services & Accommodation

• Responsible Tourism

• Communication

• eMarketing

2010 Destination Marketing

2010 International

Source Markets

2010 Events/ FIFA

Events

2010 Domestic Leisure

Marketing

2010Destination

Profiling

2010 Destination Activation

B2010

Visitors Services

2 2010

Management of Existing Visitors

Services Platform

32010

Integrated Visitors Safety Programme

42010

Visitors Services Excellence Training

1 2010ICT

5 2010

Visitors Services Network Alignment

C2010 Accommodation

2

2010FIFA

Accommodation Programme

3

2010Non FIFA

Accommodation Programme

42010

Accreditation & Service

Excellence Programme

1 2010

Verification of Accommodation

stock incl. temporary stock

5 2010

Linkage:Transport &

Accommodation Hubs

D2010

Responsible Tourism

1 2010

Code of responsible

Tourism

22010

Tourism Awareness

E2010

Responsible Tourism

1 2010

Communication & Monitoring of Industry

Readiness

2

2010PR Programmes

F2010

E-Marketing

2

2010Digital Media

32010Social

Networking

42010

E-Marketing campaigns

1

2010Website

5

2010E-newsletters

THE OTHER SIDE OF MAJOR EVENTS

• Balance opportunities with negative perceptions

• Perception that there will be:• price increases• over-crowding• displacement

MANAGING PERCEPTIONS & EXPECTATIONS• Hosting major events can stall tourism growth

MANAGING PERCEPTIONS & EXPECTATIONS• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

CONCLUSION

Cape Town is Africa’s greatest City and ready to welcome the World.