The Case of Sydney (post 2000 Olympics)

The City Decided to limit investment in• Leisure tourism marketing• City Brand Differentiation

The investment in the games and the raised awareness

Would Induce visitors to arrive

They Assumed

Visitors Failed to arrive

Learning Points

- Destinations do not market themselves

- Infrastructure and Events are not necessarily

relevant when individuals make destination choices

More importantly, Lack of marketing induces

Invisibility and Irrelevance

Which in itself reduces demand

The Garden Route

One of the best Route Brands In SA

Going the Sydney Way?

Do we need to market the Garden Route when we have strong

destination marketing entities?

George and Wilderness Tourism

Knynsa Tourism

Bitou Tourism

Mossel Bay Tourism

Greater Oudtshoorn Tourism

The is no marketing synergy between the various Garden

Route Tourism Offices

Route Marketing IS ABOUT…..

Maximising the portfolio

Maximising the portfolio

More to package and promote

Route Marketing is MORE

• More reasons to visit

• More reasons to stay longer

• More reasons to spend money

For the Garden Route

Tourism is a Critical Economic Driver

Everyone Benefits

What are we waiting for?

Can we afford to wait longer?