TOURISM MASTER PLAN

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TOURISM MASTER PLAN

• Explained

2
Contents

• Overview of the Process
• Legal Policy Transformation Agenda
• Approach/Methodology
• Supply Demand Analysis Methodology
• Some Key findings
• Economic Impact
• Summary of 5 Implementation Programmes
• Price Tag for Implementation
• Way Forward

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City of Tshwane Overview

• The City of Tshwane Metropolitan Municipality
  (CTMM) was formed in December 2000 through the
  amalgamation of various municipalities and
  councils that had previously served the greater
  Pretoria and surrounding areas.
• Key facts and figures
• Municipal area is 3 200 km2, stretching for
  almost 60 km east/west and 70 km north/south
• Population 2.2m
• Approx. 85 to 90 of all research and
  development in South Africa happens here
• Annual budget R 8 billion
• of Employees 13,000

CITY OF TSHWANE
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Legal Policy - Transformation

• Mandate to Local Government Tourism
• To promote social and economic development
• To provide responsible and sustainable tourism
  development
• To ensure the incorporation of previously
  disadvantaged communities and individuals in the
  tourism mainstream in a sustainable manner
• To promote a safe and healthy environment
• To encourage the involvement of communities and
  community organisations in the matters of local
  government tourism
• To transform the tourism industry

5
The rationale behind the Master Plan

• Tourism Transformation
• Clarifying the role Local Government should play
  in the National tourism transformation agenda
• The integration of 13 local authorities
• The cities tourism competitive edge and
  benchmarks with other Metros and cities of the
  world
• The role of Local Government in creating enabling
  tourism environment and good governance
  (Institutional Framework and Cooperative
  governance)
• The triple bottom line approach to ensure
  sustainable tourism development in Tshwane

6
Overview of the Tourism Planning Process

• Steering Committee formed with assistance from
  DBSA / GTA(Mid 2003)
• Terms of Reference developed for Tourism Master
  Plan (July Dec 2004)
• Team of Consultants appointed with Grant
  Thornton as the lead consultant (February 2005)
• Steering committee finalized (February 2005)
• Regular steering committee meetings throughout
  the process (Feb 2005-March 2006)
• Steering co approved draft tourism plan Oct 2005
• Plan sent to Council for Approval in November
  2005.

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Methodology Outline

Tshwane Tourism Master Plan

Phase 1 Establish Strategic Tourism Development
Plan
Phase 2 Institutional Framework and Tourism
Investment Programme
Stage 1 Situation Analysis Documentation Review
Stage 2 Draft Tourism Master Plan
Stage 3 Implementation Plan
Stage 1 Finalise Tourism Master Plan
Stage 2 Institutional Structure
Stage 5 Public Participation Consultation
Stage 4 Investment Opportunities Schedule
Stage 3 Implementation Plans
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Our Approach


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Strategic Direction

• The Tshwane Tourism Master plan includes a shared
  Tourism Vision and strategic tourism direction
  for the City, a tourism product development plan,
  a tourism marketing plan, a tourism
  infrastructure plan as well a human resource
  development plan and an economic impact
  assessment of the direct tourists spending in the
  City.

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Situation Analysis Demand and Supply Assessments

• Demand
• Interviews with Trade Intermediaries
• - tour operators, conference organizers', etc.
• - /- 25 of each
• Visitor / Tourist Surveys
• - At various attractions
• - Face-to-face interviews with foreign
  domestic visitors
• - 1 000 surveys in 3 batches at the end of
  March, during Easter and at the beginning of
  May
• Supply
• Developed detailed database
• Conducted an Audit of Tourism Products through
  interviews with
• Accommodation establishments, Attractions,
  Tour operators, conference venues, etc.
• - Supportive products, e.g. shopping malls,
  restaurants, transport operators, etc.

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Key Findings Visitor Numbers and Projections
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Key Findings - Average Trip Spend
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Key Findings - Average Trip Spend
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Key Findings Tourist Accommodation
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Summary of Implementation Programmes

• Events Programme
• Programme for Leisure Events strategic market!
• Flagship event is crucial
• Location-Based Tourism Development
• Programme to spread tourism development through
  the City
• Follows Citys focus on the North and the Inner
  City
• Tourism Training Skills Development
• - Crucial Part of Providing a great experience
  to visitors
• - Aligns to the Strategic Direction to position
  the City as an Intellectual City
• Struggle History Tourism Product Development
• - Storyboard / Concept development is very
  important
• - Tshwane was the Stage for Apartheid and
  should not be positioned as such -
  links to strategic direction to strengthen the
  Capital City status
• Addressing Critical Success Factors
  Information, Safety, Awareness, Partnerships,
  Mobility

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Budget Requirements for Implementation Programmes

• Events Programme
• R15,4 million over 5 years
• Location-Based Tourism Development
• R147,4 million over 5 years
• Tourism Training Skills Development
• - R2,8 million over 5 years
• Struggle History Tourism Product Development
• - R86,1 million over 5 years
• Addressing Critical Success Factors
• - R73,8 million over 5 years

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Key Findings - Economic Impact

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Way forward

• The establishment of the Regional Tourism
  Organization (RTO) which is made up of Private
  sector, public sector and communities.
• The RTO will made up of Local Tourism
  Organizations (Accommodation, Travel Agencies,
  Tour Operators, Tour Guides, Restaurants',
  Tourism Safety and Security companies, Events
  Organizers, Art and Craft, Tourism Youth
  Organizations, Tourist Attractions, Wheels
  Operators, Research and Educational
  institutions.)
• Once funding is allocated, then the launch of the
  RTO can take place.
• The required amount for the RTO is R10.9m and is
  based on bench marking with other cities and
  Provinces