A YEAR IN REVIEW · 2016-10-13 · A YEAR IN REVIEW 2015/2016 Cape Town Tourism faced multiple challenges between mid-2015 and mid-2016, some as a result of long-term issues such

A YEAR INREVIEW2015/2016

Cape Town Tourism faced multiple challenges between mid-2015 and mid-2016, some as a result of long-term issues such as the uncertainty around visas and birth certificates, the fluctuating exchange rate and tourists’ unfounded fears of contracting ebola. We nonetheless created opportunities to learn, grow and reinvent ourselves. We developed a top-class website, we released the Love Cape Town Neighbourhoods video series, and we launched the second year of the Hello Weekend campaign. And our fresh new take on branding aided in updating and reinventing our marketing and while positioning ourselves as a visitor-centric organisation.

A YEAR INREVIEW

2015/2016

FROM THE CEO

The key to survival and success in our industry is reinvention. As an organisation, we have sought to apply this to ourselves over the past year, with our new website, branding and marketing tools.

ENVER DUMINY, CEO

By the time the Travel like a Local trend was being discussed globally, we were already able to prove our relevance with the release of the first in our Love Cape Town Neighbourhoods video series, which has attracted many viewers and attention in the media.

In our e�orts to encourage visitors to treat Cape Town as an exciting destination 365 days a year, we brought back the Hello Weekend campaign, this year partnering with kulula.com. Our members got on board and we believe it has been of benefit.

Wherever we have the opportunity, we share news of innovation and entrepreneurship, and the stories of those working in the

industry to provide a world-class o�ering to our visitors.

With our new website we anticipate not just increased tra�ic, but tra�ic that leads to visitors accessing relevant information that showcases more of what we have to o�er.

There were moments in the last year when we doubted ourselves in the face of challenges beyond our control, but we remain steadfast in our conviction that we have turned a corner and we will see visitor numbers continuing to rise.

Sincere thanks to all our collaborating members and to our passionate sta�.

CAPE TOWN TOURISM ANNUAL REPORT 2015/2016

FROM THE CHAIRPERSON

ENVER MALLY, CHAIRPERSON

The real winners in any business are those who empower the youth to be successful, and we at Cape Town Tourism have been privileged to experience the way this ethos plays out in our industry. Although we have our work cut out for us, dedicated people on the ground are actively pursuing the goal of transformation.The Board Development Fund has been of practical benefit to small, medium and micro enterprises (SMMEs) for another year, with the addition of a third beneficiary thanks to sponsorship from Thebe Tourism. Grit, determination and sheer willpower have seen us overcoming di�iculties to push our businesses into a new season – one we’re certain will come with challenges of its own, but also with great successes.

THE CAPE TOWN TOURISM BOARD

• Alushca Ritchie• Brett Hendricks (Co-Opted)• Chantelle Cole• Councillor Garreth Bloor• Councillor Roxanne Hoorn• Enver Mally (Board Chairperson)• Grant Newton • John van Rooyen (Board Vice

Chairperson)• Jonathan Jacobs (Finance

SubComittee Chairperson)• Julie-May Ellingson (Co-Opted)

OUR 2015/16 BOARD MEMBERS

• Linda Pampallis (Marketing SubCommitee Chairperson)

• Michellene Leo• Nombulelo Mkefa (Alternate)• Theuns Vivian (Alternate)

REINVENTION IS THE KEY TO RELEVANCEThe travel industry is by no means immune to the changes brought about by innovation. It’s

now time for businesses to adapt or face the risk that they are no longer relevant.

CAPE TOWN TOURISM AIMS TO BE A LEADER IN REINVENTION IN ORDER TO REMAIN RELEVANT.


Telegraph Travel Awards 2015-16:

Cape Town is the best city for the fourth consecutive year.

GLOBAL ACCOLADES 2015/2016TOP 10 CAPE TOWN ACCOLADES

0201 04

05 07

03

06

09 10

08

Condé Nast’s Reader’s Choice Awards 2016:

Cape Town is the number-one food city in the world

Luxury Travel Guide Africa & Middle East Awards 2016:

Cape Town is the luxury city destination of the year for the

second consecutive year

Green Hotelier Green Hotel Awards 2015:

Hotel Verde is the winner for Africa and the Middle

East

TripAdvisor’s 2016 Top 25 Destinations in the World: Cape Town is ranked number

10

International Garden Tourism Network 2016:

Kirstenbosch National Botanical Garden is the

International Garden of the Year

Gogobot website user survey, top winter destinations 2015:

Cape Town is number 18

National Geographic’s top 10 beach cities in the

world 2015: Cape Town is number 2

CNN's top 10 cities list 2015:

Cape Town is number 9

Monopoly Here & Now travel-themed special

edition, released in 2015: Cape Town is one of 22

cities included


8.9%

CAPE TOWN INTERNATIONAL AIRPORT ARRIVALS

4 684 368 8.9%TOTAL 2015 YOY GROWTH %

11.0%YOYGROWTH 8.9%8.8%

NON-SCHEDULED ARRIVALS

DOMESTIC ARRIVALS

INTERNATIONAL ARRIVALS

0

1 MILLION

4 919

REGIONAL ARRIVALS

85 366

3 823 249

770 834

2 MILLION

3 MILLION

4 MILLION

Source: Cape Town Tourism and Horwath HTL, Accommodation Performance Review &

Forecast Reports January to December 2015.

ACCOMMODATION SECTOR

OCCUPANCY

R1 360

TOP TOURISM ATTRACTIONS

Source: Cape Town Tourism, Monthly Attraction data.

VISITORS YOY GROWTH %

0.2%YOY GROWTH

8.8%YOY GROWTH

R866 9.1%YOY GROWTH

63.7%887 982CAPE POINT

415 964GROOTCONSTANTIA

895 951KIRSTENBOSCH

NATIONALBOTANICAL GARDEN

345 765ROBBENISLAND

967 534TABLE

MOUNTAINCABLEWAY

23 516 710V&AWATERFRONT

584 803

-3,5%

14,0%

-0,4%

5,1%

2,0%

-1,3%

-15,0%CTICC

AVERAGE ROOM RATE (ARR)

REVPAR[revenue per available room]

KEY INDUSTRY INDICATORS


Revitalised membership o�ering

We have rolled out two new membership tiers, the Classic and the Premium, to simplify and enhance the benefits of

our membership programme.

0201

Expanded product knowledge

During the winter period of 2015/2016, our team went on 175 product visits, gaining first-hand experience of member products and enabling them to accurately

and enthusiastically sell Cape Town and its o�erings.

04

Our mobile approachOur mobile information

centre, Thando, attended tradeshows, including Indaba in Durban. Our

mobile team travelled not only within Cape Town but also nationally to share the stories and

products of Cape Town.

05

Placing the visitor at the centre

In line with our approach of going to where the visitors are,

we opened a VIC in ever-popular Long Street in conjunction with City Sightseeing. This VIC has far

exceeded our revenue targets and foot-tra�ic expectations. We

also refurbished our Kirstenbosch VIC, also situated

in a high-tra�ic area.

07

Engaging events

CTT Connect hosted 8 events and saw a vast

increase in the number of members participating and the new contacts made.Our

total guests attending events rose from 150 in

2014/15 to 350 in 2015/16.

03

Service excellence The benchmark of 90% (2%

up on last year) was achieved, measured

through mystery shoppers.

06

Safety savvyWe hosted a well-attended Visitor

Safety Forum to promote responsible tourism; attendees

were able to share their ideas on visitor safety in Cape Town. The keynote speaker was Ian Janse

van Vuuren from Tourism Business Council (TBCSA) who presented the Tourism Safety

Initiative (TSI) which was launched at the forum.

08

TOURISM SERVICES HIGHLIGHTS

Improved membership service team

A new department was created to focus on membership

acquisition and retention. This new team ensures that members receive the

highest-quality service and administration.


TOURISM SERVICES FACTS & FIGURES

INDUSTRY SERVICES

TOTALMEMBERSHIP

NEWMEMBERS

233 1 283

TOTAL NUMBER OF COMMUNICATIONS[NEWSFLASHES, EMAILS & INVITES]

58 64690%OVERALL MYSTERY

SHOPPER SCORE

65%SALES

CONVERSION RATE

VISITOR SERVICES

ATTRITIONDOWN

15%REVENUEINCREASEYOY

26%

ENQUIRIES ONCTT-MANAGEDNETWORKS

176 103BOOKINGS2 310

BOOKABLE ENQUIRIESWORTH APPROX.R1 038 700

3 579

PRODUCTVISITS

175STAFF EXPOSEDTO PRODUCT

276

CTTINDUSTRY

EVENTS

8MEMBERSATTENDINGEVENTS

1280

“We cannot remain relevant unless we challenge ourselves to introduce fresh experiences that inspire and complement tourism trends.”Enver Duminy: CEO Cape Town Tourism


TOP SOURCE MARKETS FACTS & FIGURES

Source: Airports Company South Africa (ACSA), Travelport Marketing Information Data Tapes (MIDT) for Cape Town

International Airport, 2014.

SOUTH AMERICA OCEANIA

EUROPE

AFRICA

ASIA

NORTH AMERICA

MIDDLE EAST

9%

57%

4%3%

17%

7%

2%

FOREIGN ARRIVALS TO CAPE TOWN INTERNATIONAL

AIRPORT

This data was extrapolated by Cape Town Tourism from the Travelport Marketing Information Data Tapes (MIDT) for Cape Town International Airport for 2014. We thank the Airports Company South Africa (ACSA) for making the information available to the Cape Town tourism industry.

4 951 109DOMESTIC

Source: 2015 EVT Report*

ARRIVALS / TRIPSTO CAPE TOWN 2015

1 540 573FOREIGN

705 593

8.4%35.3%

DOMESTIC

YOY GROWTH %


Source: 2015 EVT Report*

BEDNIGHTS IN CAPE TOWN 2015

14 870 830

15.3%-9.5%

FOREIGN

YOY GROWTH %

“It is of vital importance to change your brand in order to remain relevant

in an ever-changing industry”

Christo Maritz, Brand specialist

TOP 10 TOURISM MARKETING HIGHLIGHTSSource: Cape Town Tourism

A refreshed brandTo stay at the forefront of the global tourism landscape, we developed a refreshed brand

identity to align with global best practice, with the industry and visitor-facing identities

speaking with one voice.

01

02

Terrific trade engagementOur three-tier approach to trade marketing

enabled us to increase our presence from 10 to 16 international marketing platforms,

focusing on promoting our o�-peak periods. These markets included Brazil, USA, China

and Turkey (HalalTourism). Our new CT 365 marketing material and trade directory,

showcasing member products and low-season activities, were a hit with trade

buyers 365 SPECIFIC COLLATERAL PRODUCED FOR USA BRAZIL

BRAZIL

UK

USA

GERMANY

SOUTH AFRICA

FRANCE TURKEY CHINA

102014

16201560%

YOY GROWTH %


total ad sales: R1.84 million

copies:

e-book views:

200 0008 500

16%YOY GROWTH %

TOP 10 TOURISM MARKETING HIGHLIGHTS

04

05

03

10 executive partnersWe have a full house of 10 executive

partners, to whom we delivered in excess of R3 million in value:

PARTNER

EXECUT IVE

value: R3 million

Visitors’ Guide 2016 pays o�Domestically and internationally, we

distributed 200 000 copies of Cape Town’s O�icial Visitors’ Guide. The guide was loaded as an e-book on www.capetown.travel, and

garnered a total of just over 8 500 views. Total advertising sales for the guide reached

R1.84 million, an increase of 16% YOY.

Source: Cape Town Tourism

Exceptional events supportWe provided promotional support and tourism services to a total of 1 215 events for the year, an increase

of 102% YOY. Total services and exposure value to the events

industry equates to just over R2.4 million.

R2.4 million

102%YOY GROWTH %

1215EVENTSTOTAL

2016

TOTAL SERVICES & EXPOSURE:

- Table Mountain Cableway- V&A Waterfront- Groot Constantia- Mangwanani Spa- City Sightseeing- Cape Point- Tsogo Sun

- Spier- Petousis Group (Vineyard Hotel, Townhouse Hotel and Oudewerf Hotel)- Home from Home


07

08

Great growth in digital There were more than 2 million

visitors to the CTT website (www.capetown.travel) in the past year. There was an increase of 16% YOY in unique tra�ic; our domestic

market increased by 17%; and international tra�ic increased by 17%

from the UK and 3% from the US. Bookings made via our a�iliate

partner Booking.com increased by 135% YOY, and a further 100 bookings were made with Rentalcars.com. The Cape Town mobile app saw a total of

16 000 downloads.

MOBILE APPDOWNLOADS:

+ 16K

AndroidiOS +

WEBSITE

unique trafficincrease:

= 4:25 min on site

16%

BOOKINGSwebsite

458R200 K

TOTALBOOKINGS:

COMMISSION:


6 x lovecapetown

neighbourhood videosnumber of views

= 60 000

73%YOY GROWTH %

AUDIENCE REACH

174

HOSTINGMEDIA

FOREIGNDOMESTIC

Excellent media exposureThere was significant growth of 73% in

audience reach through the hosting of a total of 174 international and domestic

media. We enabled journalists and content creators to cra� positive,

balanced and representative stories about Cape Town. We also produced a

series of six #loveCapeTown Neighbourhoods videos, with a collective total of 60 000 views.

06

Hello Weekend The campaign focused on inspiring domestic

and regional visitors to visit Cape Town by o�ering themed weekend packages over the low season. The year-1 campaign (May–July

2015) showcased some major highlights, and saw an increase of 20% in packages sold. For the year-2 campaign (which began in June 2016) we partnered with kulula.com, with a lead-in price of R2 750 per person, while still honouring the

same inclusions. YEAR 1 CAMPAIGN MAY – JULY 2015 :

YEAR 2 CAMPAIGN JUNE – AUGUST 2016:

20%PACKAGES SOLD

PER PERSONR2 750


10

R500 000k

LAUNCH EVENT RESULTED IN PR COVERAGE WORTH

AWARDED 3x winning small business

lungi’s b&B

turning point B&B

mabonengtownship

arts

R50 000

COMBINED MARKETING VALUE OF R200 000 FROM CAPE TOWN TOURISM

Bigger Board Development Fund

With Thebe Tourism contributing to the Board Development Fund, we were able

to choose three winning recipients for 2016: Turning Point B&B, Maboneng

Township Arts Experience, and Lungi’s B&B. Each of these small businesses won

a cash injection of R50 000, with a combined marketing value of +R200 000 from Cape Town Tourism. The successful

launch event resulted in PR coverage worth R500 000.


09

Super social mediaThere was significant growth across all our

social-media platforms, with Facebook growing by 12% to 401 294 likes;

@lovecapetown on Twitter by 30% to 102 968 followers; @CapeTownTourism on

Twitter by 137% to 5 694 followers; @lovecapetown on Instagram by a massive

220% to 17 000 followers; and YouTube video views by 101% to 189 295 views.

30%

INSTAGRAM

220%

@lovecapetown

YOUTUBE VIEWS

101%

FACEBOOK

12%

TWITTER

137%@capetowntourism

@

I ♥ Cape Town


CORPORATE SERVICES

Continued BBB-EE verification

We maintained our current BBB-EE status of

level 4 (100% contributor).

Great liquidity Our liquidity and solvency

is currently more than adequate, meaning our

short-term expenses/debt can be easily covered

without external assistance.

Business continuity planWe drew up an

enterprise-wide business continuity plan with the result that some testing schedules

will be implemented to ensure continuity for a multitude of possible

scenarios.

Tax clearance/exemption SARS issued our tax

clearance certificate and we maintained our Public

Benefit Tax Exemption status for the 11th consecutive year.

Capturing our cultureOur HR department, in

collaboration with MOTTO, an organisational

development specialist, launched a cultural analysis survey in March 2016. 91% of

the team completed the online survey, which revealed great insights into the current

culture of Cape Town Tourism.

Engaging team info sessions

The revitalised membership model and

Hello Weekend campaign were shared with the

team during a series of interactive and fun team information sessions on

18-20 May.

Unqualified audit report

In August 2015 Cape Town Tourism received an

unqualified audit report.

01 02 03

05 06 07

04


LOOKING AHEADCape Town Tourism is constantly engaging with new trends and adopting measures that we believe will benefit our organisation and our members. We continue to build ever-stronger ties with our partners internationally, continually proving to them that Cape Town is as great a destination as any other big city worldwide.

With our strengths in the digital environment and our drive to be innovative, our global reputation is growing. Our increased capacity at our harbour and airport, as well as significant developments in terms of hotels and conference centres, means that we are truly open for business. We would like to thank all our collaborating members and our passionate sta� who have enabled us to adapt and not just survive, but thrive.

REINVENT YOURSELF WITH THESE TOP TIPS

01 02 03TIP TIP TIP

To advertise your business o�ering and product in the O�icial Visitors’ Guide or for more

information around benefits and costs, contact Nicole Rawlins at [email protected]

To learn more or be involved in our media-hosting programme,

which o�ers the opportunity to showcase your product through international and domestic

media coverage, contact Leani Jansen van Vuuren at [email protected]

We encourage all our members to join Twitter and follow

@CapeTownTourism to remain up to date with the latest industry trends

and in-the-know with all things Cape Town and tourism-related.

SOME EXCITING THINGS TO LOOK OUT FOR:

01 02 03The introduction of the rebrand

The introduction of new membership benefits

The launch of our new website


Documents

A YEAR IN REVIEW · 2016-10-13 · A YEAR IN REVIEW 2015/2016 Cape Town Tourism faced multiple challenges between mid-2015 and mid-2016, some as a result of long-term issues such