CAPE TOWN TOURISM 2010 FIFA WORLD CUP PROGRAMMES
Jan 21, 2015
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
• 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
AWARD WINNING CAPE TOWN
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 2 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
2010 Visitors Services
2010Management
of Existing Visitors Services Platform
2010Integrated
Visitors Safety
Programme
2010Visitors Services
Excellence Training
2010ICT
2010Visitors Services Network
Alignment
2010 Accommodation
2010FIFA
Accomm. Programme
2010Non FIFA Accomm.
Programme
2010Accreditation
& Service Excellence
Programme
2010Verification of Accomm. stock incl. temporary
stock
2010Linkage:
Transport & Accomm.
Hubs
2010Responsible
Tourism
2010 Code of
responsible Tourism
2010Tourism
Awareness
2010Communication
2010 Communication & Monitoring
of Industry Readiness
2010Public
Relations Programmes
2010 E-Marketing
2010Digital Media
2010Social
Networking
2010eMarketing campaigns
2010Website
2010eNewsletters
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
THE OTHER SIDE OF MAJOR EVENTS
• Balance opportunities with negative perceptions
• Perception that there will be:• price increases• over-crowding• displacement
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
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
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.