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City of Cape Town Backpacking and Youth Tourism Investigative Study

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City of Cape Town Backpacking and Youth Tourism Investigative Study Presented by: Prof Kamilla Swart Date: 19 March 2010 Action Plan Stakeholder Input Prioritise ... – PowerPoint PPT presentation

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Title: City of Cape Town Backpacking and Youth Tourism Investigative Study


1
City of Cape Town Backpacking and Youth Tourism
Investigative Study
Presented by Prof Kamilla Swart Date 19 March
2010
2
Introduction And Methodological Approach
3
Introduction to Study
  • Commissioned by CoCT to provide City with
    direction and recommendations into facilitating
    and developing sector
  • To gain a better understanding of the backpacking
    market in Cape Town
  • To prepare an action plan to further promote,
    facilitate and develop niche
  • Develop targeted strategies, initiatives and
    programmes to unlock potential of market

4
Research Methodology
  • Define terms and concepts
  • Review secondary data at all levels
  • Conduct primary data collection at local level
  • Analyse data to establish trends, travel patterns
    frequencies
  • Conduct comparative analysis to establish
    differences and similarities across strata
  • Conduct importance-performance analysis for those
    that have visited destination to establish
    destinations strengths and weaknesses from
    tourists view point
  • Conduct an impact analysis and forecasting to
    establish possible positive and negative impacts
    of further developing this niche sector
  • Estimate future direction of the industry among
    others
  • Develop an action plan that will be citys road
    map towards taking full advantage of and
    optimise returns from this niche sector

5
Research Methodology
  • Preview
  • Definition of concepts
  • Assessment of study requirements needs
  • Gathering and review of documents including city
    TDF, Business plans, tourism white papers etc.
  • Secondary data
  • Mainly at global national levels and to a less
    extent at the local level to understand demand
    and supply side trends from already existing
    research data and information
  • Demand side trends such as volumes, yield, major
    origin markets, consumer travel patterns,
    demands, needs, requirements
  • Supply side trends such as major backpacking
    destination competition, availability and
    adequacy of resource and infrastructure supply

6
Research Methodology
  • Primary data
  • Primary data will be used at both national and
    local levels
  • Supply side
  • Establish databases of suppliers at local level
    including accommodation, tour operators,
    attractions and transport
  • Divide database into strata by supplier type to
    get a fair representation of each
  • Select 30 respondents under each strata
  • Administer questionnaire by means preferred by
    respondent (self, face-to-face, e-mail, phone or
    mail)
  • Demand side
  • Establish databases of previous visitors to South
    Africa and Cape Town
  • Divide database into two strata (international
    and domestic)
  • Further divide strata into two (those that have
    visited and those that havent visited Cape Town)
  • Select 100 have visited and 50 have not
    visited internationals
  • Select 70 have visited and 30 have not
    visited domestics
  • Administer questionnaire by e-mail or phone

7
Research Methodology
  • Action Plan
  • Develop action plan informed by research
    findings, including
  • Specific and measurable goals and objectives,
    bound by time
  • Time and resources that should be committed to be
    successful
  • Areas that need improvement in destination to
    effectively attract and serve this market and
    responsible parties and individuals
  • Identify possible problem areas such as negative
    impacts
  • Responsible parties and individuals for each
    component of action plan and expected results
  • Industry liaison group to regularly monitor,
    track and evaluate progress regarding performance
    of the niche sector according to action plan
  • Action plan to be finalised with industry
    stakeholders

8
Research Methodology Partnership with BSA/ SAYTC
  • BSA (1998) market SA globally as preferred
    destination
  • SAYTC (2007)
  • - Backpacking SA
  • - Education Travel
  • - Tours transport
  • - Volunteering SA

9
Data Collection
Targeted sample Actual sample
Supply side Lodging Lodging 30 7
Supply side Attractions (language schools) Attractions (language schools) 30 3
Supply side Tour Operators Tour Operators 30 4
Demand side Have visited International 100 84
Demand side Have visited Domestic 70 4
Demand side Have not visited International 50 5
Demand side Have not visited Domestic 30
10
Data Collection
  • Challenges
  • Industry buy-in
  • Low response rates to e-mail surveys
  • Incorrect e-mail addresses
  • Considered spam
  • Low season for backpacking establishments
  • Very small domestic backpacking market

11
Data Collection
  • Interventions for challenges
  • Use of Survey Monkey
  • Banners and links on BSA website
  • Prizes offered for completion of surveys
  • Meetings held
  • Follow up e-mails and phone calls
  • Surveys left at backpacking establishments

12
Secondary Data Key Findings
13
Secondary Data Key Findings
  • Definitions and concepts
  • Old perceptions changing
  • Travel alone, young career professional, late
    20s, educated, middle class, single
  • Concerned with money and budgeting
  • Increasing disposable income flashpackers
  • Increased older travellers denture venturers
  • Prefer budget accommodation
  • Emphasis on meeting people during travels
  • Flexible travel schedule

14
Secondary Data Key Findings
  • Definitions and concepts (cont.)
  • Prefer longer holidays
  • Prefer participatory holidays
  • Working holiday maker
  • Explorers, looking for a cultural experience
  • Backpacker plus older person who is not tied
    down by responsibility
  • Travel off the beaten track
  • Average spend of US3 000 on main trip
  • Study abroad
  • May have inappropriate behaviour that could
    offend locals

15
Secondary Data Key Findings
  • Backpackers to South Africa
  • Most from Western Europe, well travelled, long
    haul travellers
  • Most from Germany, UK and Netherlands
  • Young men and women ages 21 to 25
  • Usually employed in services industry
  • General budget of R10 000 or less
  • Main areas of spending accommodation,
    restaurants, self-catering food supplies,
    take-away meals, bar tabs, night clubs and
    general tourist activities
  • Websites used SA Tourism, Lonely Planet,
    Greyhound, Alternative Route, about Cape Town,
    Baz Bus and Coast to Coast
  • Small percentage on a gap year
  • Internet plays key role in planning for trip
  • Aim to interact with local South Africans and
    meet new people
  • SA seen as gateway to the rest of Africa and as a
    destination for humanitarian work
  • Spend much less time in South Africa than in
    other destinations such as Australia

16
Secondary Data Key Findings
  • Major source countries for international
    backpackers visiting South Africa (Rogerson, 2007)

17
Secondary Data Key Findings
  • Key features of South Africa visit
  • Average cost of return flight R6 821
  • Most common airlines used British Airways, SAA,
    Qantas, KLM, Virgin and Lufthansa
  • Most common entry point is Cape Town, followed by
    Johannesburg
  • Average length of stay 42 days
  • All nights not spent in backpacker accommodation
    and volunteers stay in accommodation organised by
    organisation
  • Facilities considered essential include clean
    bathrooms, clean beds, friendly staff,
    self-catering facilities, Internet, travel
    information, lockers, laundry and a bar
  • Highest spend is on accommodation
  • Most popular activities are visiting natural
    sites, game viewing, visiting museums, visiting
    historical sites, night clubbing and township
    tours

18
Secondary Data Key Findings
  • Travel patterns within South Africa
  • Cape Town most popular destination followed by
    Kruger Park, Durban, Port Elizabeth, Jeffreys
    Bay, Paarl, Stellenbosch, Knysna, Coffee Bay and
    Plettenberg Bay
  • Most not able to visit attractions that they
    would like because of a lack of marketing and
    cost factors
  • High concern about safety and security
  • Most arrive in South Africa with a planned
    itinerary but often change it
  • Transport in South Africa is not flexible enough
    and places constraints on travel
  • Transportation services most commonly used
    rental cars, domestic low cost airlines
    (especially One Time and Kulula) and intercity
    busses (especially Greyhound, Inter Cape and
    Translux)

19
Secondary Data Key Findings
  • Geographical distribution of suppliers of
    backpacker accommodation, by province
  • (Rogerson, 2007)

20
Secondary Data Key Findings
  • General backpacker needs and requirements
  • Require a developed infrastructure for
    travelling, especially in the forms of public
    transport, information while travelling, Internet
    cafes, laundromats and accommodation
  • Main information needed to plan a trip is through
    Internet and word of mouth
  • Backpacker destinations require fewer
    infrastructures than high-end tourists as
    backpackers are less demanding
  • International Student Identity Card used for
    access and discounts
  • General backpacker travel motivations
  • Main motivation is to explore other cultures,
    followed by excitement and increased knowledge
  • Like relaxation time
  • Younger travellers want more social activities

21
Secondary Data Key Findings
  • Global transport and accommodation trends
  • Main transport used to reach a destination is air
  • Younger backpackers make more use of rail, coach,
    tour busses and hitchhiking and walking
  • Higher disposable income and therefore often make
    use of hotel accommodation
  • Backpackers from Slovenia, UK, Canada and Mexico
    are more likely to make use of backpacker
    hostels, while those from Hong Kong and South
    Africa use them less frequently
  • South African backpackers are more likely to stay
    in hotels or with friends and family. Travellers
    from Czech Republic and Slovenia very rarely stay
    with friends and family.
  • Choice of accommodation closely related to
    motivation for travel
  • Increase in quality and professionalism in youth
    travel accommodation due to new markets and
    peer-to-peer reviews conducted online
  • Higher star rating means higher profit as higher
    rates can be charged
  • Hostels chosen based on location and price

22
Secondary Data Key Findings
  • Global backpacker accommodation use (Staywyse,
    2007)

23
Secondary Data Key Findings
  • Average spend
  • Average daily spend generally low and is usually
    about US20 a day
  • Expenditure closely related to income and average
    trip length
  • Destination visited and length of trip influences
    expenditure
  • Backpackers visiting Australasia, New Zealand,
    Central/Southern Africa and South America tend to
    have the highest total budgets for their trip

Average spend per backpacker over whole visit
to South Africa (EciAfrica Consulting, 2007)
Accommodation R2686
Activities R2490
Food R1880
Local transport R1754
Souvenirs / shopping R1379
Beverages R1359
Volunteer work (inclusive) R17 591
Other (medical costs) R11 373
24
Secondary Data Key Findings
  • Activities
  • Most popular activities include visiting
    historical sites and monuments, walking and
    trekking, sitting in cafes and restaurants and
    shopping, while the least popular activities are
    academic study and learning a language.
  • Undertake a wide range of activities
  • South African backpackers more likely to
    undertake academic study
  • In Cape Town, most popular activities include
    exploring Table Mountain, Green Market Square,
    Cape Point, Robben Island and the Castle a wine
    tour and a township tour
  • Length of stay
  • Average length of stay 63.5 days
  • Longest trips taken to Australasia, North
    America, Indian sub-continent
  • Shortest trips taken to Eastern Europe, North
    Africa, Southern Europe and Central / Southern
    Africa

25
Secondary Data Key Findings
  • Backpacking destinations
  • Europe popular because of availability of good
    public transport, large numbers of hostels,
    budget accommodation and variety of work exchange
    programmes
  • Australia and New Zealand also popular
    destinations because of the range of working
    holidays available
  • Destinations most popular Southeast Asia,
    Australasia and South America
  • North America popular for older backpackers
  • Female backpackers more likely to travel to
    Western Europe, the Middle East and
    Central/Southern Africa while males are more
    likely to travel to Eastern Europe, North,
    Central and South America.
  • Least experienced backpackers visit more
    westernised areas of Europe, while seasoned
    travellers prefer more challenging destinations
    such as South America, China/Japan and the Indian
    sub-continent
  • Most backpackers follow popular routes which are
    set out in guidebooks

26
Secondary Data Key Findings
  • Backpacker destinations in South Africa
  • Most establishments Western Cape, Eastern Cape,
    Kwa-Zulu Natal, Gauteng and Mpumalanga
  • Limited accommodation in Free State, Northern
    Cape, North West and Limpopo
  • Significant clusters of backpacker accommodation
    establishments along Garden Route, Wild Coast,
    Kwa-Zulu Natal coast, Hogsback and Nelspruit
  • Backpacking plays a large role in the economies
    of Coffee Bay, Jeffreys Bay, Mossel Bay and
    Oudtshoorn
  • South African backpacker accommodation survey
  • Key issues are lack of international and domestic
    marketing of SA as a competitive destination,
    lack of responsiveness at a provincial and
    municipal level to backpacking issues, a lack of
    regulations and new investments
  • Other issues around linkages with other
    enterprises, involvement in associations and the
    effects of government measures on businesses
  • Most common memberships with BSA, local and
    provincial tourism organisations and less
    frequently, organisations such as FTTSA

27
Secondary Data Key Findings
  • Infrastructure
  • Needs infrastructure separate to, but parallel
    with mainstream tourism infrastructure
  • Requires inexpensive transportation system, low
    priced hotels, youth hostels, shops, nightclubs
    and coffee houses
  • Youth travel demand
  • Decline in demand for 2009
  • Increase in demand related to increased marketing
    and product diversity
  • New partnerships set to increase demand
  • Volunteer tourism
  • South Africa most popular destination
  • Average length of placement 1-3 months
  • Usually self-financed
  • Volunteers mainly drawn from USA

28
Secondary Data Key Findings
  • Impacts of backpacker tourism
  • Backpackers may settle down and establish
    businesses in a region
  • Contributes to local economy as backpackers
    purchase local goods and services
  • Money spread to wider geographical area than with
    mainstream tourism
  • Pride and consideration for local communities and
    local development
  • May push locals out and gentrify an area
  • Shortcoming for local development
  • Industry is predominantly white-owned and
    dominated
  • Developments continually taking place along
    already established tourist routes
  • Demand side challenges
  • Lack of support from national and provincial
    government
  • Challenges for entrepreneurs with regard to
    marketing, financing and attracting new tourists
  • Problems with zoning and regulations

29
Primary Data Key Findings
30
Primary Data - Key Findings-Suppliers Lodging
  • Overall, business doing great for most 71
    reported increasing business in past 5 years
  • All were members of BSA and agree that
    backpacking associations are required to
  • Maintain standards within industry
  • Assist with marketing
  • Assist with provision of information
  • Offer assistance to SMMEs
  • Provide networking platforms
  • Government lobbying

31
Primary Data - Key Findings-Suppliers Lodging
Advertising
Internet and word of mouth are main advertising
channels
32
Primary Data - Key Findings-Suppliers Lodging
Seasonal occupancy rates
Summer - most popular backpacking season as
shown by occupancy rates However all other
seasons are not too bad
33
Primary Data - Key Findings-Suppliers Lodging
  • Visitor characteristics
  • Short to medium length of stay 7-14 nights
  • Domestics have short advance booking times
  • African tourists book about 3 months in advance
  • Europeans Americans about 3-6 months in advance
  • Europeans bring the most yield/per visit followed
    by North Americans and domestics

34
Primary Data - Key Findings Suppliers Lodging
  • Top five source markets with highest yield - 2008
  • UK
  • Germany
  • Domestic
  • USA
  • Netherlands

35
Primary Data - Key Findings-Suppliers Lodging
  • Importance-performance of lodging facilities
  • Top most important lodging attributes to
    backpackers (supply)
  • Friendly staff, safety and security and clean
    beds (score 4.71 each out of possible 5)
  • Clean bathrooms (score 4.57 out of possible 5)
  • Friendly guests (score 4.43 out of possible 5)
  • Overall cleanliness (score 4.29)
  • Staff knowledge of local activities and
    attractions and advance booking facilities (score
    4.14 each)

36
Primary Data - Key Findings-Suppliers Lodging
  • Challenges for growth and development in Cape
    Town
  • Minimal to lacking government commitment,
  • Lack of marketing domestic and international
  • Safety and security/crime
  • Lack of marketing support for SMMEs
  • Skills development and training
  • Lack of networking
  • Negative perceptions towards backpacking
  • Cape Town winter
  • Public misconception of industry


 
 
37
Primary Data - Key Findings-Suppliers Lodging
  • What to do going forward
  • Working on changing perceptions about the sector
    and improve the image
  • Provide marketing support to SMMEs
  • Improve safety and security
  • Standardise laws and regulations
  • Sector specific marketing campaigns
  • Provide government assistance
  • Establish skills development and training
    programmes
  • Improve communication and networking within
    sector

38
Primary Data - Key Findings-Suppliers Tour
Operators
  • Languages in which services are offered
  • German
  • Spanish
  • Afrikaans
  • Xhosa

39
Primary Data - Key Findings-Suppliers Tour
Operators
  • Challenges
  • Need for grading system for shark and whale
    operators
  • Strict compliance with standards and high
    standards for vessels
  • Assistance to small operators
  • Funding for trade shows
  • Sort out department of transport
  • Financial assistance from government
  • Reduction in crime and improvement of safety

40
Primary Data - Key Findings-Suppliers
Attractions
  • Language Schools
  • Mostly operate all year round
  • Operate at 90 capacity in summer
  • Operate at 70-90 capacity other seasons

41
Primary Data - Key Findings-Suppliers
Attractions
Activities offered

Land-based Water-based Other
Hiking Swimming Shopping (souvenirs)
Mountaineering Canoeing Equipment rental
Bicycling Cage diving Picnicking
Quad-biking Rafting Restaurant (dining)
Hunting Kayaking Events hosting
Wildlife viewing Boating
Bird watching
Camping
Bungi jumping
42
Primary Data - Key Findings-Suppliers
Attractions
Main sources of business
Europe seems to be major source market followed
by Africa and South America
43
Primary Data - Key findings-Suppliers
Attractions
  • Challenges
  • Lack of awareness of their sector
  • Safety and security and crime
  • Negative South Africa reputation abroad
  • Competition from other destinations
  • Lack of government recognition and support
  • Visa regulations
  • No standard regulation as they currently
    self-regulate
  • Lack of exposure from SAT
  • Shortage of cheap accommodation options

44
Primary Data - Key Findings-Demand side
Demographics
Gender Age
Gender ratio 40 male and 39 female 25-29 age
group was largest followed by 20-24
45
Primary Data - Key Findings-Demand side
Demographics
  • Ethnicity origin
  • Predominantly White (68.2), with a few Asians
    (4.5) and Hispanics (3.4)
  • Blacks and Pacific Islanders represented a small
    proportion of 2.3 each
  • Predominantly from Europe (64.7), with a few
    from Asia and Australasia (10.6), and North and
    South America (8 each)
  • Domestics and Africans represented only 4.5 and
    3.4 each respectively.
  • UK was single largest source country (28.2)
    followed by Germany and Brazil with 7.1 each

46
Primary Data - Key Findings-Demand side
Demographics
Education
Largest single group undergraduate degree group
then post graduate degree
47
Primary Data - Key Findings-Demand side
Demographics
Monthly Income
Largest income group US 1 000-US2 000
48
Primary Data - Key Findings-Demand side
Travel patterns characteristics
Underlying Motive to Travel
Most backpackers driven to take a trip by their
desire to explore new places followed by need
to learn about other places and cultures
49
Primary Data - Key Findings-Demand side Travel
patterns characteristics
  • Main purpose of visit
  • Holiday (69.3)
  • Visiting friends and family (11.4)
  • volunteerism (10.2)
  • Business (6.8)
  • Attending a conference (4.5)
  • Sport event (4.5)
  • Shark diving (2.3)
  • Study (4.5)
  • Field-work and internship (1.1 each)

50
Primary Data - Key Findings-Demand side Trip
planning
Time between destination selection travel
Most people travel 6 months after they decide on
destination, a few take 2-3 years planning their
trip
51
Primary Data - Key Findings-Demand side Travel
patterns characteristics
How the tourists heard about Cape Town
52
Primary Data - Key Findings-Demand side Within
destination travel patterns
Repeat visitation and travel group size
Origin region Average number of times visited Cape Town in past five years
Europe 1.66
Asia Australasia 1.67
South America 1.33
Domestic 4.50
North America 1.29
All 1.80
  • Domestics had the highest repeat visitation rate.
    The rest had just about the same
  • Average travel group size was 5
  • 31 travelled alone
  • 22 in couples

53
Primary Data - Key Findings-Demand side Within
destination travel patterns
  • Mode of transport
  • Air transportation (61.4) main mode of
    transportation to Cape Town
  • followed by bus (20.5)
  • personal car (11.4)
  • 8 travelled to Cape Town by overland truck
  • Within destination, most common mode of transport
    - rental car (73.9),
  • followed by foot (44.3)
  • public transport (31.8)
  • metered taxi (29.6)
  • tour buses (19.3)
  • 3.3 of the respondents used friends car


54
Primary Data - Key Findings-Demand side Within
destination travel patterns
  • Accommodation choices
  • Majority (88.6) used backpacker hostels for
    accommodation during their trip to Cape Town
  • A few used friends and relatives (8)
  • Hotels (5.7),
  • Home-stays (6.8)
  • Guest houses (4.5)
  • Camping (4.5)
  • BB (1.1)

55
Primary Data - Key Findings-Demand side Within
destination travel patterns
  • Reason for selecting accommodation type
  • Cost 75
  • Accessible location (44.3)
  • Community spirit (27.3)
  • Youth dominated (22.7)
  • Activity location (15.9)
  • Informality (15.9)

56
Primary Data - Key Findings-Demand side Within
destination travel patterns
Accommodation suburb
57
Primary data key findings-Demand side Within
destination travel pattern
Length of stay
Region of origin Length of Stay (number of nights)
Europe 11.7
Asia Australasia 8.2
South America 11.5
Domestic 7.8
North America 8.0
All 10.7
  • Overall average length of stay - 10.7 nights
  • Europe had largest (11.7 nights) length of stay

58
Primary Data - Key Findings-Demand side Within
destination travel pattern
Spend by origin and category (in Rands)
Region of origin Total Spend Accommodation Food Beverage Within destination Transport Entertainment Shopping
Europe 7 664.76 1 825.08 1 812.50 672.87 917.17 1 035.64
Asia Australasia 6 500.00 644.25 852.86 262.57 808.57 1 530.86
All 7 737.27 1 474.60 1 544.28 634.94 987.72 1 148.94
  • Average spend/trip was R7 737
  • Highest spending category was food beverage (R1
    544)
  • Note that categories dont add up to total due
    to omission of some spending categories by
    respondents

59
Primary Data - Key Findings-Demand side
Within destination travel pattern
Attractions visited
60
Primary Data - Key Findings-Demand side Within
destination travel patterns
Activities participated in
Activity participation
Shopping 68.2
Visiting museums historical sites 64.8
Visiting natural sites 62.5
Wine tours 47.8
Clubbing 44.3
Hiking 36.4
Township tours 27.3
Whale watching 17
Game viewing 14.8
Shark cage diving 8
Biking 9.1
Surfing 3.3

61
Primary Data - Key Findings-Demand side
Competition
Other destinations considered before settling for
Cape Town
  • Other domestic destinations considered included
  • Johannesburg (4.5)
  • Garden Route (2.3)
  • Mpumalanga, Limpopo and Port Elizabeth (1 each)

62
Primary Data - Key Findings-Demand
side Perception and satisfaction rating
  • Satisfaction always rated better than perception,
    implying destination far exceeds tourist
    expectations prior to visiting

63
Primary Data - Key Findings-Demand
side Importance-Performance
Tourists viewpoint
  • On almost all (except 5) attributes destinations
    performance exceeds tourist
  • importance rating implying tourists requirements
    are met and exceeded
  • Poor performance areas include cost, overall
    cleanliness, clean beds,
  • clean bathrooms and safety security

64
I-P grid for backpacking accommodation
attributes Tourists perspective
  • Accommodation service providers perform above
    average on all attributes
  • However, they also concentrate too much and
    possibly waste resources
  • on some attributes not important to tourists -
    attributes 8, 9, 19, 21 22

65
Comparison of suppliers and tourists view of
I-P of backpacking accommodation attributes
  • Suppliers under-estimate both their performance
    on certain attributes and
  • importance of some attributes to tourists
  • It is of particular importance for providers to
    understand what is important to their
  • customers in order to satisfy them

66
Action Plan
  • Stakeholder Input
  • Prioritise actions
  • Finalise Action Plan

67
Action Plan Review Process
  • Activity 1
  • Split into 4 groups (1 group per action)
  • Discuss and respond to key group actions
  • Consultant to record concerns, questions, new
    actions
  • Overall discussion based on group summaries (and
    update action table, if required)
  • Activity 2
  • Industry to rate actions as High, Medium and Low
    Importance (in groups)
  • Industry to prioritise BIG 5 actions
  • Consultant to record ratings
  • Post workshop action plan adjustments and
    re-circulation

68
DEVELOPMENTAL ACTION PLAN
  • Stakeholder Input
  • Key colour codes

High priority area overall
High priority actions
No fill represents a low priority area
69
Draft Action Plan
Key Area 1 Industry organisation and government
support
No. Action Designated Organisation Evaluation
1 Establish a public-private sector backpacking working/ regulatory body (address zoning issues) CoCT Tourism Department Success of the body Periodic review of public-private sector relations
2 Hold biannual BP industry networking sessions/ workshops CoCT Tourism Department Assessment of participation by industry stakeholders (public and private)
3 Establish a BP specific lodging grading and certification system based on a minimum standard approach CoCT Constantly evaluate number of graded facilities
70
Draft Action Plan
Key Area 2 Development and growth
No. Action Designated Organisation Evaluation
4 Establish a BP SMME support assistance programme CoCT Tourism Department in collaboration with marketing bodies Continual evaluation of BP trends and participation Continual evaluation of SMME and niche sector growth
5 Develop a CoCT BP product development growth plan CoCT Tourism Department in collaboration with BP service providers Continuously assess and monitor BP product and experiences Regularly update inventory Continuously monitor progress of plan
71
Draft Action Plan
Key Area 2 Development and growth (cont.)
No. Action Designated Organisation Evaluation
6 Develop higher end BP products and activities within CBD and other areas Private sector with support and encouragement from government Continuous assessment of product supply to ensure new products are developed and inventoried
7 Develop and support environmental and sustainability plans for service providers with incentives and award schemes Service providers with CoCT coordinating, monitoring and providing support Continuous monitoring of attraction to ensure policies and plans are implemented
8 Effectively communicate existing safety and security programmes to tourists, BP industry and alert responsible departments All stakeholders, CoCT, public safety dept. CoCT tourism dept. facilitating communication and action Continuous monitoring of tourists and stakeholder satisfaction and perceptions Keep track and record incidences to establish trends in the long run
72
Draft Action Plan
Key Area 3 Marketing
No. Action Designated Organisation Evaluation
9 Establish BP specific JMIs with other African countries CoCT destination marketing body and private sector partnerships Destination performance research to measure flow of BP traffic in and out of destination
10 In short-term, focus on already established markets eg. domestic, UK, Germany, Netherlands and USA CoCT destination marketing body and private sector Destination performance awareness research Continual tracking and monitoring of BP performance indicators such as hostel occupancy
11 Establish BP specific marketing programme for non-conventional CT markets and insert BP as a separate niche in all marketing tools Target Asian S. American markets for language and educational tourism CoCT destination marketing body and private sector Research and performance evaluation and monitoring of key indicators
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Draft Action Plan
Key Area 3 Marketing (cont.)
No. Action Designated Organisation Evaluation
12 Develop and conduct trade and consumer oriented marketing programmes eg, trade shows, tour operator and agent workshops, consumer programmes, media hosting etc. CoCT destination marketing body Assess success of programmes on a regular basis Evaluate niche sector performance through performance research
13 Produce BP and youth tourism specific marketing collateral (review first to avoid overlap) Incorporate a BP specific visitor information system into existing one CoCT destination marketing body and private sector Continuous evaluation and updating of collateral Destination performance research to measure and track niche sector performance and return collateral investment
14 Support BP industrys bid to host international conference in Cape Town in 2012 Private sector driven with CoCT support, in discussion with CTRU due to support supplied Successful bid
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Draft Action Plan
Key Area 4 Skills and human resources
No. Action Designated Organisation Evaluation
15 Participate on advisory boards of tourism departments of higher learning institutions in Cape Town All tourism stakeholders (public and private) Continual assessment and participation in curricular development
16 Establish internship programmes All tourism stakeholders, CoCT can promote and coordinate Assess impact of internship programme on a regular basis Assess placement rates of interns by institutions
17 Encourage on-the-job training All tourism stakeholders (public and private) Continuous assessment of relevance of on-the-job training programmes
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