Cape Town Tourism has launched a global marketing campaign to prevent any post-World Cup slump in tourist figures.
The campaign will promote the city as “more than just a beautiful destination” and a place which is great to live, work, study and invest in to its top source markets of the UK, Germany, the Netherlands, and the US. It is aimed at leisure and business travellers and investors.
Cape Town Tourism executive marketing manager Velma Corcoran said: “A lot of countries host big events and there is often a slump in visitors. Unlike some countries, 80% of our arrivals come from our source markets.”
In total, South Africa hosted 450,000 visitors for the 2010 Football World Cup, almost half the expected 800,000 visitors. Despite this, the event successfully changed perceptions of the country, said Corcoran.
She added: “Coming out of the World Cup 2010 we had all eyes on South Africa and the world coming to us. What we have realised is that we cannot rest on our laurels and rely on the success of the World Cup.”
The campaign is also in response to economic changes in the city’s top source markets, increased pressure on holidaymakers’ budgets and competition with other cities worldwide.
The city’s tourist board is working with The Discovery Channel and National Geographic next year for the TV and print campaign.
As part of the campaign the tourist board is developing a trade portal on its website with point of sale material that can be customised for agents to use as selling tools and product information.
New tourist attractions are being developed such as The Fan Walk, the route used by visitors attending World Cup Games in 2010 at Cape Town Stadium, and a tourist route between breweries.
Meanwhile, South Africa Tourism’s new country manager Lungi Morrison said the tourist board aimed to further develop its recent awareness campaign, which used UK celebrities to spread the word about different aspects of the destination.