Cycling Route Development

western cape

An inspiring place to discover

No collaboration, no competitiveness How cycling can make us competitive

Judy Lain June 2015, Rev 6

western cape


What is our goal?


Goal

100 000 additional full time, sustainable jobs across the Province in tourism by 2020

western cape


What do we need we need to change to achieve this goal?


Problem statement for tourism

Due to the seasonality of travel, the lack of breakaway growth of tourist arrivals (domestic and international), lack of spend, geographic spread and length of stay. The Western Cape’s tourism industry is unable to provide sufficient full time jobs all year round.

0 50000

100000 150000 200000 250000 300000 350000 400000 450000

Arrivals to the Western Cape 2012 - 2013

Domes-c Interna-onal

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How are we going to change this? The action plan


Improve the visitor experience through destination management

Increase visitor

demand from the right

markets through

destination marketing

Outcome: creating an environment that private sector can drive and succeed in

Spiral: evolution, holistic growth, connectivity

western cape


Strategic intent 1


Improve the visitor experience through destination management

1.  By making it easier for businesses to do business in tourism through: •  Improved planning processes •  Improved licensing processes •  Improved signage processes

2.  By creating business and investment opportunities around our niche tourism activities: •  Heritage & Culture •  Cycling •  Wine & Cuisine

3.  By increasing access to the destination through: •  Promotion of our world-class local transport options (air, rail and road) to our visitors •  New direct flights •  Lobbying for visitor friendly visa regulation for our markets

4.  By creating memorable experiences for visitors through world-class customer service

western cape


Strategic intent 2


Increase visitor demand from the right markets through destination marketing (leisure and business tourism)

Market and sector selection

Data and real-time

intelligence

Competitive identity and

niche activities

Cape of Great Events (leisure and business)

Delegate boosting and

retention

Right markets and sectors Right insights Right messaging and activities

Leveraging events and linking to

activities 40% return rate

western cape


Market selection


Filter 1 * Volume (to South Africa & Western Cape) * Seasonality (April – Sept) *Geographic Spread *Linkages

to niche activities

Tactical Markets “low hanging fruit”

Africa: Namibia,

Middle East: GCC Asia: India

Core Markets “bread and butter”

America: USA,

Australia: Australia, Europe: France, Germany,

Netherlands, UK Domestic

Watch-list Markets “on the radar”

Africa: Kenya

Asia: Singapore

Investment Markets “invest for the future”

Americas: Brazil, Africa: Angola,

Asia: China (incl Hong Kong) Europe: Italy

Filter 2 *Value (spend per day) – VISA *Length of stay *Link

to trade and investment Tactical Markets

Middle East: GCC

Core Markets

Domestic

Watch-list Markets Investment Markets

Africa: Angola

Maintenance campaign: •  Marketing mapping of trade •  Customer relationship marketing with media

and trade •  Workshops and educationals (inbound

operators) •  Local shows (WTM Africa, Indaba, We are

Africa) •  Media hosting opportunities •  Airline partnerships / campaigns

Growth campaign •  Marketing mapping of trade •  Build awareness: PR (influencers, mall activations) •  Online marketing training: tool kits, content, tests •  Events calendar •  Development of niche activities •  Road show with private sector


The following collateral has been translated into Portuguese: -  Wesgro landing

page (info about Wesgro and how we can be of assistance)

-  Invest in Cape Town

-  Ease of doing business

Trade Delegation: •  17 Western

Cape companies

•  14 high level meetings held

Hosted functions in Luanda for the Premier and the Mayor Hosted a workshop with tourism trade in Angola with South African Tourism Hosted a tourism delegation in Cape Town around an hospitality exchange programme


Business tourism: alignment with Provincial priority sectors

•  Agri-processing •  Oil and gas, maritime •  Energy •  Pharmaceuticals and medical technologies •  Advanced manufacturing

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Data and real-time intelligence


Existing data and research done by Wesgro

Big data

VISA card

UNWTO

Skift

South African Tourism

Provincial visitor trends

Town visitor trends

Market and sector

insights

Niche activity trends

Regional visitor trends


Real-time data intelligence

Access to traveller bookings, arrivals and overnight information in real time for the Western Cape Monitor the impact of marketing efforts and events Study the competitive environment

Monthly report of all types of accommodation across the Province. Occupancy rates vs prices, over-pricing, demand vs price, market is prepared to pay

Tracking and understanding of on-line behaviour and where we can influence / change decision

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Competitive identity and niche activities


Competitive identity and niche activities

Competitive identity (business and tourism identity) •  Development of a value proposition and positioning for the

destination •  Development of a marketing tool kit (e.g. images) for all to use •  Development of trade training kits Niche activities (cycling, wine & cuisine, culture & heritage) •  Communication “packaging” around the niche activities

–  What markets are we taking what messaging •  Marketing tool kit (maps, images, itineraries, plus part) •  Trade training kits

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How does cycling play a role in creating 100 000 jobs?


Bikes aren’t just good for you, they’re good for the economy, too.


Cycle Economy Vision: TO BE THE MOST CYCLE FRIENDLY DESTINATION IN AFRICA

Design healthy,

active and prosperous

communities

Promote cycling

awareness and behavioural

shifts

Make highways and

streets safer

Increase cycling tourism

opportunities

Im

prov

e cyc

ling i

nfras

tructu

re


Vision for tourism: To be the TRAIL capital

of Africa


Solution-driven, outcome-based, visionary collaborators who want measurable results that show success.

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The approach


Our approach

Research Segmentation and insight development Action plan

•  Strengthening of the tourism experience

•  Creation of demand •  Leveraging of events

Cyclist data: •  Domestic •  International


Segmentation and insights

Active socialiser

26%

Independent

confident doers 21%

Emerging confident

doers 26,20%

Beginners 16%

•  Sense of community (local involvement)

•  Iconic route with universal signage and one ticket access

•  Services and facilities (risk management, bike facilities, accommodation)

•  Range of events plus other activities

•  The offering can be packaged and taken to market •  Something tangible to sell


Build iconic track and interconnectivity with towns along

the route: Year 1 – 2 (Joint funding) Year 3 – 4 (joint funding) Year 5: Cape Overberg (Joint funding)

Immediate: Audit all tracks and track signage Year 1 – 2: Implementation of universal signage

Immediate: Audit all bike services and hire Month 1 - 6: Workshop with private sector: nuances

Immediate: Audit all bike friendly accommodation Month 1 – 6: Workshop with private sector: business ideas

Immediate: Skills audit of trail builders and guide Year 1 - 2: Workshop with private sector

Immediate: Audit all risk management with land owners Month 1 – 6: Workshop with private sector

Immediate: Audit all access cards Month 1 – 6: Launch of one ticket access

Immediate: Updating of user-generated event calendar

Month 1 - 6: 156-calendar for the region

Month 1 - 6: Self-funding digital and printed guide of all routes

Year 2: Launch of international event on the iconic route

Month 1 – 6: Competitive identity tool kit: TRAIL CAPITAL OF AFRICA

Month 6 onwards: Marketing campaigns

Month 6 onwards: Trade and media educationals Partnerships with media (magazines, websites,

teams, manufacturers)

Month 6 onwards: Linking existing events to tourism “packages” e.g. Scenic drive, slow food,

good wine, great ride

western cape


Cape of Great Events


Vision: To be the event capital of Africa


156 week calendar of events across the Province

Need a comprehensive view of all business and leisure events that are happening across the Province for the next three years www.eventsandfestivals.capetown

Five audiences will benefit from this approach 1.  Visitor:

•  Easy to use portal that segments the types of events they are interested across the province (www.eventsandfestivals.capetown)

2.  Travel Trade •  Plan and package deals around events (segmentation, details, imagery)

3.  South African Tourism •  Assist them in their planning and media hosting

4.  Event organisers •  Where the gaps are in the calendar and plan more effectively •  Single funding access portal (Dept of Premier and DCAS)

5.  Attracting and hunting for new events / growing of the incubator events •  Private / public sector partnership

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Delegate boosting


Delegate boosting and retention

•  40% of delegates that attend a conference return as leisure visitors with their family and/or friends


Thank you | Dankie | Enkosi

Cycling Route Development

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