Wesgro to FEDHASA Tim Harris 4 June 2015 An inspiring place to do business
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Wesgro to FEDHASA Tim Harris 4 June 2015 An inspiring place to do business
Promotions agency for Cape Town & Western Cape
An inspiring place to do business
A new direction for Wesgro
• Recognising at the heart of Wesgro’s mandate is promotion – we
are the region’s “salespeople”
• Research is our competitive advantage – it “powers” the agency
• A shift to measure outcomes, not inputs as key performance
indicators (private sector approach to working)
• Working to collaborate better with private sector and associations
• Vision of Cape Town and Western Cape as a business hub for Africa
An inspiring place to do business
Direct international flights to 13 destinations
• London • Luanda
• Paris • Walvis Bay
• Amsterdam • Windhoek
• Munich • Maun
• Istanbul • Gaborone
• Dubai • Maputo
• Mauritius
Cape Town Airport Awards 2013
• Airports Council International, Airport Service
Quality: Best Airport in Africa
• SKYTRAX World Airport Awards: Best Airport in
Africa and Best Airport in Africa for Staff Service
Excellence
• SALI Gold Award: Landscape Construction and
Design
• SALI Silver Award: Landscaping Maintenance
An inspiring place to do business
An inspiring place to do business4
Western Cape GDP by sector
2002 – 70.2%
Services sector: 2007 – 71.9%
2013 – 73.6%
Source: Quantec, 2014
An inspiring place to do business
An inspiring place to do business5
Attractive business destination
• Strategic position as a springboard into Africa – access to Southern African
Customs Union (SACU) and the Southern African Development Community (SADC)
• Cape Town airport the 2nd busiest airport in South Africa & 3rd busiest in Africa.
• Cape Town is the 2nd largest financial centre in the country.
• 4 Universities and 2 Business Schools (UCT 1st in Africa & UCT-GSB: Best in
Africa); UCT’s MBA is ranked 60th globally by Financial Times.
• 2014 World Design Capital was Cape Town
• Cape Town is considered one of the top 10 film production centres in the World
• Saldanha Bay IDZ – Oil & Gas maintenance hub
An inspiring place to do business 6
Overview of tourism performance indicators
TOURISM PERFORMANCE
INDICATORS WESTERN CAPE SOUTH AFRICA
2012 2013 2012 2013
Total no. international arrivals
1,354,353 1,569,195 9,188,368 9,616,964
Total spend (excl capital
expenditure) from tourists R18.0bn R16,7bn R74.2bn R70,3bn
Total bednights 16,322,077 19,024,349 67.5mill 79.9mill
Total domestic trips 1,960,000 2,351,000 25.4mill 25.2mill
12/13 growth in arrivals 15,90% 4.7%
12/13 growth in spend -7,20% -5,30%
12/13 growth in bednights 16,60% 18.4%
12/13 growth in domestic trips 19,90% -0,80%
Ave. length of stay of tourists 12.6 nights 12.6 nights 7.7 nights 8.7 nights
Ave. no of provinces visited 1.15 1.15 1.14
An inspiring place to do business
Business tourism
• Driven through the Convention Bureau team within Wesgro
• Focus on driving visitor numbers through winning bids:
– Conferences
– Exhibitions
– Incentive tours (focus on geographic spread)
– Corporate meetings (focus on geographic spread)
• Over the next five years we are looking at securing 62 conferences
with an economic impact of R 943 million attracting 75 000
delegates
An inspiring place to do business
Goal is to attract 7 million leisure tourists over 5 years
Percentage growth from markets 2012 - 2013
Germany
United Kingdom +13%
+11%
France +38%
Netherlands
USA +14% +15% Italy +15%
China +44%
GCC +12%
India +7%
Brazil +20% Angola +53% Kenya +28%
Namibia -4%
Australia +9%
Domestic
+20%
Data source: SAT and Wesgro (2012/2013): 2014 data
unavailable for Western Cape
An inspiring place to do business
Market 2012 2013 %
United States 134 904 156 891 14%
Australia 44 637 47 689 9%
France 46 208 63 914 38%
Germany 162 463 183 974 13%
Netherlands 65 336 74 847 15%
United Kingdom 252 739 281 002 11%
Angola 7 205 15 419 53%
Brazil 32 604 36 102 20%
China 68 549 98 549 44%
Italy 28 942 33 217 15%
Namibia 82 546 79 267 -4%
GCC (Into SA) 54 172 57 382 12%
India 29 149 31 210 7%
Kenya 4 883 6 231 28%
An inspiring place to do businessLeisure tourism approach to winning
Competitive
Market Accessibility Data and Events
identity &
selection insights calendar
marketing
Business tourism approach to winning
Sector and BestCities Trade
Competitive Delegate Knowledge
market Global platforms &
identity boosting economy
selection Alliance associations
An inspiring place to do businessAngola: winning example of new thinking
Market Selection: Propensity to grow and travel during Q2 and Q3 (low season)
2012 2013 %change
Arrivals to South Africa 47,714 57,320 20,1%
Arrivals to Western Cape 7,205 15,419 53,27%
2012 2013
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Arrivals to 2,663 1,153 1,437 2,392 2,840 3,610 5,058 4,555
Western
Cape
Data source: SAT and Wesgro (2012/2013): 2014 data
unavailable for Western Cape
An inspiring place to do businessAccessibility
Accessibility: Wesgro’s Air Access Team
An inspiring place to do businessInsights
Big Data Team driving strategy through real time intelligence Beliefs/Barriers to conversion:
• Strong linkage with Portugal
Tourism lifecycle matrix – Angola : Introduction market
and Brazil
Introduction • Difficulty around VISAs
Market symptoms Consumer Uninformed, price • Low culture of travel
sensitive, multi-
purposed
• South Africa not seen as
Product Very individualised,
friendly
status orientated • Gauteng for shopping, we
need to provide a different
Competitor Few one stop shops value proposition
• Lack of status compared to
Channel Unsophisticated, destinations such as Dubai or
isolated,
experienced based Singapore
WESGRO actions Marketing Combine with trade
• Medical tourism, weddings
initiatives and corporate meeting big
Overall strategy Develop positioning opportunity
An inspiring place to do businessAngola marketing initiatives
• Hosted workshops in Angola with their outbound operators educating
them on a variety of options the Western Cape has to offer
• Taken a specialised medical tourism inbound operator to Angola to
work with the market
• Hosted Angolan journalists around big events in Cape Town to help
drive awareness and develop positioning of the destination
An inspiring place to do businessEvents: year filled province
• Data collection exercise of all events happening across the province
– Website launches 15th June
– www.eventsandfestivals.capetown
– Please add any events you have over the course of the next three years to our
database for inclusion into the calendar
• Wesgro to identify where the gaps are in the calendar across the
province
• Then work with private sector to fill these gaps creating a year round
destination filled with events and festivals
• Following slide shows events we are currently sponsoring (strong
focus on geographic and calendar spread)
An inspiring place to do businessMarch
Cape Town Cycle Tour
January February
ABSA Cape Epic
*Design Indaba
CT Int Jazz Festival
Cape Town Carnival
April May June
Darling Brew MTB Challenge
Two Oceans Marathon Proe bietjie Kunstefees
Langebaan Lagoon Celebration
Gravel & Grape MTB Challenge Caltizdorp Port and Wine Festival
Greyton Genadendal Classics
Botriver Barrel and Beards Plett Fringe Festival
Karoo Outdoor Festival
August September
July Paarl Wellington Storytelling Festival
Wolseley MTB Challenge
Bergriver Canoe Marathon E’bosch Festival (Arts&Culture)
Namaqua Daisy Challenge
Soets and Soup Ride to Nowhere
Women’s Way
Bastille Festival mmm…McGregor Festival
Hermanus Times Kalfiefees
Plett Food Film Festival Darling Wild Flower
MMADD Festival
Voorkamer Festival Darling
Ladismith Kannaland Vasbyt
!Khawattu MTB Race
October
September Rocking the Daisies December
Funky Fynbos Festival
Hermanus Flower Show
Tulbagh Arts Festival November
Cape Town Funny Festival (London)
An inspiring place to do businessVisas
• Met with Deputy Minister of Home Affairs on the 3rd June
• Workshop to be hosted towards end June
– Looking for suitable date and venue
• Wish to attend, please send contact details to info@wesgro.co.za
An inspiring place to do businessFilm Business Tourism
Current Situation CPA process (Immigration 10-year multi-entry Miscommunication:
Direction No. 30 2014) is business visa for - Biometrics (no clarity on offices existence)
working. (3800 letters have BRICS - DHA Annual Report FY17/18
been issued) - Birth certificates (translation, type, which
market)
Embassies are starting to Regular interaction with Grant Thorton Study (TBSA)
come up to speed (CPA The Department of May – December 2014, SA has lost 66 000 foreign
experience at over 50 sites) Trade and Industry on tourists due to uncertainty and lack of clarity
Business VISAs. around visa and immigration regulations
43% of these tourists from Asia/Australasia, 16%
European and 15% Africa
R886 million lost in direct spend
5 800 jobs lost
Willingness to consult with Home Affairs issuing Need for consultation:
industry incorrect VISAs to - Tourism task team
applicants and - Child Trafficking (UNWTO Tourism Network on
incorrect rejections child protection)
VFS offices not Confusion at ports of entry
providing correct
information on VISA
applications
Airlines to be held responsible for validating birth
certificates (under the Chicago Convention of
which SA is a signatory, birth certificates are not a
valid form of identification). Airlines cant accept
themAn inspiring place to do businessFilm Business Tourism
Requested reforms Better communication and Better communication and Better communication and
training at foreign consuls training at foreign consuls training at foreign consuls
and points of entry and points of entry and points of entry
Online applications 30 day turn around time Review of regulation around
around business VISAs birth certificates (UNWTO)
with favourable outcome
Biometrics at points of entry Biometrics at points of entry Biometrics at points of entry
Hotline to process legitimate Remove delays around Task team (private and
errors permanents for residency for public sector) around
investors regulation
Consider allowance of other Remove delays in terms of
organisations that will stand letter from Dept of Labour
surety
Provide regulation security
An inspiring place to do businessThank you An inspiring place to do business
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