1. CAPE TOWN TOURISM
2010 FIFA WORLD CUP PROGRAMMES

2. Welcome & Introduction
Cape Town: 2010 FIFA World Cup Host City
Cape Town Visitor Strategy – towards 2010 and beyond
2010 Tourism Readiness & Legacy
Conclusion

3. ICONIC CAPE TOWN TABLE MOUNTAIN CREATIVITY CULTURE PENGUINS
V&A WATERFRONT
LIFESTYLE
CREATIVITY
TABLE MOUNTAIN
FOOD AND WINE
THE PEOPLE
CULTURE
ROBBEN ISLAND
STYLE
COLOUR
PENGUINS
ENVIRONMENT

4. 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 4

5. CAPE TOWN IS READY TO WELCOME THE WORLD5

6. SOME FACTS ABOUT 2010 Record 204 countries participating
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

7. OPPORTUNITIES Destination Marketing Legacy
Economic Development & Job Creation
Improved and new infrastructure
Civic Pride
Service Excellence
Sustainable & Green Cape Town
Safety & Security
365 destination

9. ACCOMMODATION 16 000 rooms in 45 min 7 000 rooms in 15 min
3 500 rooms in walking distance
8 new hotels 9

10. THE CUSTOMER JOURNEY
Marketing 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 10

11. PROJECT SCOPE Destination Marketing Visitor Services
Industry Services & Accommodation
Responsible Tourism
Communication
eMarketing

12. Destination Marketing 2010 Destination Profiling
2010 International Source Markets
2010
Events/ FIFA Events
2010
Domestic Leisure Marketing
2010 Destination Activation

13. Management of Existing Visitors Services Platform 3 2010 B
2010
Visitors
Services 1
2010
ICT 2
2010
Management of Existing Visitors Services Platform 3
2010
Integrated Visitors Safety Programme 4
2010
Visitors Services Excellence Training 5
2010
Visitors Services Network Alignment

14. Verification of Accommodation stock incl. temporary stock 2 2010
FIFA Accommodation Programme 3
2010
Non FIFA Accommodation Programme 4
2010
Accreditation & Service Excellence Programme 5
2010
Linkage:
Transport & Accommodation Hubs

15. Code of responsible Tourism
2010
Responsible Tourism 1
2010
Code of responsible Tourism 2
2010
Tourism Awareness

16. Communication & Monitoring of Industry Readiness
2010
Responsible Tourism 1
2010
Communication & Monitoring of Industry Readiness 2
2010
PR Programmes

17. E-Marketing campaignsF
2010
E-Marketing 1
2010
Website 2
2010
Digital Media 3
2010
Social Networking 4
2010
E-Marketing campaigns 5
2010
E-newsletters

18. THE OTHER SIDE OF MAJOR EVENTS
Balance opportunities with negative
perceptions
Perception that there will be:
price increases
over-crowding
displacement 18

19. MANAGING PERCEPTIONS & EXPECTATIONS
Hosting major events can stall tourism growth 19

20. 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 20

21. CONCLUSION
Cape Town is Africa’s greatest City and ready to welcome the World. 21