The Western Cape Tourism Development Partnership and Framework

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The Western Cape Tourism Development
Partnership and Framework

• Labeeqah Schuurman
• 19 September 2008

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INDEX

• Introduction
• Tourism in the SA Economy
• National legislative and policy framework
• Tourism in provincial government in SA
• Tourism What we do
• Tourism in the WC Economy
• Provincial legislative and policy framework
• Tourisms Key Challenges
• The Western Capes Tourism Model
• Western Cape Tourism Development Partnership
• Western Cape Tourism Development Framework

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Introduction

• Positive and sustained growth trends being
  challenged by
• high inequality
• negative global economic conditions and
• high inflation and interest rates.
• Medium term priorities eradication of
• poverty
• high levels of unemployment and
• inequality.

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Tourism in the SA Economy

• Tourism in SA has grown rapidly since 1994 and
  continues to do so, with strong growth of 10.8
  per year between 2004 and 2007. This has had a
  significant impact on employment creation, but
  the sector still needs further transformation so
  that the benefits of growth are more equitably
  shared.
• 2nd Edition, Governments Annual Development
  Indicators 2008

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National legislative and policy framework

• The Constitution of RSA, Act 108 of 1996
• National Growth and Development Strategy GDS,
  June 2003
• Accelerated and Shared Growth-South Africa
  ASGISA, 2004 to halve poverty and unemployment
  by 2014.
• dti's national Department of Trade and Industry
  Customised Sector Programme Tourism Sector
  Strategy
• White Paper The Development and Promotion of
  Tourism in South Africa, Government of South
  Africa, DEAT, May 1996
• Tourism Second Amendment Act, No. 70 of 2000

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Tourism in provincial government in SA

• All provinces
• Plan and initiate the development of all
  dimensions of the Industry
• Lobby for the provision of Tourism industry
  growth-unlocking infrastructure
• Regulate the industry
• Support the protection of the cultural
  environmental heritage
• Market the destination and its product offerings
• WC Outsourced Marketing, the rest in-house

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Tourism What we do 1

• Maximise, leverage and manage the tourism budget
• Lobby for Tourism unlocking infrastructure
• Develop new tourism routes and sites
• Shape the recruitment of private sector
  investment
• Assist new enterprises to start up, be
  market-ready
• Enrich the experience of visitors
• Enhance the safety security of tourists

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Tourism What we do 2

• Facilitate uptake of new technology modern
  approaches to work
• Support the achievement of high standards of
  service
• Support the development of high quality products
• Facilitate the development of a skilled workforce
• Help poor citizens to experience tourism

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Tourism What we do 3

• Encourage the creation of sustainable jobs
• Help make employment at all levels representative
• Encourage all citizens to welcome tourists
• Support the protection of the natural, cultural
  heritage
• Regulate aspects of the industry
• Market the destination

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Tourism in the WC Economy

• Tourism is identified as a very high priority
  sector for growth BBBEE by ASGISA, the PGDS
  the MEDS
• The Western Cape is SAs most developed tourism
  region
• Contribution to GRP about 10 and growing
• Contribution to employment about 10 percent and
  growing
• Has potential to create many more jobs
  alleviate poverty

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Provincial legislative and policy framework

• Constitution of the Western Cape, 1998
• Provincial Growth and Development Strategy
  PGDS, Green Paper 2006
• The Micro-economic Development Strategy MEDS
• The Western Cape Tourism Development Framework
• The White Paper on Sustainable Tourism
  Development and Promotion in the Western Cape,
  1996
• The Western Cape Tourism Act, No. 1 of 2004
• Background to the establishment of the DMO
• Statutory Framework

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Tourisms Key Challenges

• Transformation of the industry
• City withdrawal of CTRU funding
• Limited tourism budget for tourism-related
  infrastructure
• Blockages at municipal level
• Capacitating newly appointed staff

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The Western Capes Tourism Model

• The Provincial Department of Economic
  Development and Tourism is responsible for the
  provincial vision and strategy for tourism in the
  Western Cape.
• We have put in place two pivotal delivery
  mechanisms
• The Western Cape Tourism Development Framework
  which is the 10-year vision, strategy and
  detailed development programme for the industry
  in the Province shaped jointly by the Four Social
  Partners, with extensive community consultation.
• The Western Cape Tourism Development Partnership
  which is made up of representatives of the Four
  Social Partners to foster joint planning,
  budgeting implementation of all our
  interventions.

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Western Cape Tourism Development Partnership 1

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Western Cape Tourism Development Partnership 2

• The WCTD Partnership
• Is the formally constituted co-operative
  governance body as derived from the Western
  Capes Provincial Development Councils (PDC)
  Tourism Task Team.
• Acts collectively to develop the detailed
  policies, strategies and interventions for
  tourism.
• Ensures that the partners act in an aligned
  manner to achieve cost-effective use of our
  collective resources.
• Meets on a quarterly basis.
• Has sub-committees that meet at least twice
  within a quarter.

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Western Cape Tourism Development Partnership 3

• Some Successes
• The Western Cape Tourism Development Framework
• Cape 365 task team and establishing the Events
  Trust
• 2010 Tourism Community Mobilisation
• 2008 Beijing Olympics Student Programme
• Tourism HRD Strategy and Implementation Plan
• Tourism BBBEE Strategy and Implementation Plan
• Tourism Enterprise Development

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Western Cape Tourism Development Framework 1

• The WCTD Framework is based on national
  mandates, policies, strategies, programmes,
  interventions and recommendations from the
  following sources
• The Integrated Tourism Development Framework
  ITDF, 2002 and the ITDF Review 2008.
• The three Tourism research papers undertaken as
  part of the Micro-economic Development Strategy
  MEDS for the Western Cape Research Papers
  2005 Volume B.
• The Executive Summary of the three Tourism
  research papers as extracted from the MEDS
  Synthesis Report July 2006.

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Western Cape Tourism Development Framework 2

• The MEDS Synthesis Report July 2006 Tourism
  specific extracts comments form the Oversight
  Committee.
• The MEDS Tourism Implementation Plan, dated 06
  February 2006 The Department's inputs.
• A comprehensive zero-based strategic planning
  exercise for the Tourism Sector conducted by the
  Department.
• The engagement with the public sector and the
  comparative analysis of existing provincial,
  metropolitan and district tourism strategies,
  March 2007.
• The engagement with the 4 social partners being
  Government, Labour, Civil Society and Business of
  the WCTD Partnership, March 2008.

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Western Cape Tourism Development Framework 3

• The WCTD Framework consists of the following
  sub-strategies which outline the key focus areas
  in more detail
• The 2008 Integrated Tourism Development Framework
  ITDF
• The Western Cape Tourism Investment Recruitment
  Framework draft
• The Tourism Road Signage Framework, 2002 to be
  reviewed
• The Tourism Human Resource Development HRD
  Strategy draft
• The Tourism BBBEE Implementation Plan draft

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Western Cape Tourism Development Framework 4

• Vision
• The vision of the WCTD Framework for 2014 is one
  of a shared, sustainable, growing,
  labour-absorbing, and globally competitive
  tourism sector in the Western Cape.
• Job Goal
• 100,000 net new jobs
• 1 500 new enterprises
• Departments Strategic Goals
• Grow and share the economy PGDS
• Foster greater spatial integration

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Western Cape Tourism Development Framework 5

• Tourisms Programmatic Strategic Objectives
• Destination Marketing Organisation
• To market and promote Destination Cape Town and
  the Western Cape.
• Growth
• To effectively provide integrated Planning for
  the tourism industry.
• To facilitate Growth of the tourism industry.
• To actively promote the Competitiveness of the
  destination.
• To develop and implement the Tourism HRD Strategy.

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Western Cape Tourism Development Framework 6

• Tourisms Programmatic Strategic Objectives
• Participation
• To promote and ensure effective engagement with
  regard to Participation, Enterprise Development
  and Local Economic Development.
• To ensure a regulated and Fair Business
  Environment within the tourism industry.
• To promote Social and Environmental tourism.

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Contact details

• Name Labeeqah Schuurman, Chief Director Tourism
• Email lschuurm_at_pgwc.gov.za
• Website www.westerncape.gov.za
• Telephone [phone]
• Cellular No 27 82 494 7990
• Facsimile 27 21 483 8776

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