CAPE TOWN TOURISM 2010 FIFA WORLD CUP PROGRAMMES

Welcome & Introduction Cape Town: 2010 FIFA World Cup Host City Cape Town Visitor Strategy – towards 2010 and beyond 2010 Tourism Readiness & Legacy Conclusion

ICONIC CAPE TOWN TABLE MOUNTAIN CREATIVITY CULTURE PENGUINS V&A WATERFRONT LIFESTYLE CREATIVITY TABLE MOUNTAIN FOOD AND WINE THE PEOPLE CULTURE ROBBEN ISLAND STYLE COLOUR PENGUINS ENVIRONMENT

AWARD WINNING CAPE TOWN Favourite World City – UK Telegraph November 2008 Top of the 10 long haul destinations for 2009 – British Airways 3rd Best City in the World & Best in Africa/Middle East - US Travel & Leisure 4th Top City in the World & Best in Africa & the Middle East – Condenast Traveller 3rd Best World Food City - Lonely Planet Blue List Best Destination in Africa - World Travel Awards Best City to live in Africa & the Middle East – Mercer Quality of Living Survey One of the “Places of a Lifetime” – National Geographic Traveller One of the World’s 20 most Sustainable Cities, Ethisphere Institute Boulder’s Beach named World’s Best Family Beach - UK Telegraph #1 UK Long Haul Destination - UK Trends & Spends Survey One of the World’s 5 Bluest Sky Destinations – Expedia.co.uk Favourite Foreign City - UK Telegraph 4

CAPE TOWN IS READY TO WELCOME THE WORLD 5

SOME FACTS ABOUT 2010 Record 204 countries participating 350 000+ visitors expected in SA 4 out of 5 visitors indicate they prefer Cape Town 3 million tickets for 64 matches 2010 TV Rights worth R14,7 billion Provisional Income: $ 3 billion+ Final Draw in Cape Town, Dec 2009 Confederations Cup, June/July 2009 World Broadcasters Conference, Cape Town 2009 Green Point Stadium – 9 matches FIFA Fan Park at Grand Parade FIFA Fan Mile linking Grand Parade with Stadium 3 Public Viewing Areas: Athlone, Bellville, Swartklip 2 Training Venues & at least 3 Base Camps

OPPORTUNITIES Destination Marketing Legacy Economic Development & Job Creation Improved and new infrastructure Civic Pride Service Excellence Sustainable & Green Cape Town Safety & Security 365 destination

ACCOMMODATION 16 000 rooms in 45 min 7 000 rooms in 15 min 3 500 rooms in walking distance 8 new hotels 9

THE CUSTOMER JOURNEY Marketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’. Dream/ select Plan Book Visit Recollect, recommend anticipate 10

PROJECT SCOPE Destination Marketing Visitor Services Industry Services & Accommodation Responsible Tourism Communication eMarketing

Destination Marketing 2010 Destination Profiling 2010 International Source Markets 2010 Events/ FIFA Events 2010 Domestic Leisure Marketing 2010 Destination Activation

Management of Existing Visitors Services Platform 3 2010 B 2010 Visitors Services 1 2010 ICT 2 2010 Management of Existing Visitors Services Platform 3 2010 Integrated Visitors Safety Programme 4 2010 Visitors Services Excellence Training 5 2010 Visitors Services Network Alignment

Verification of Accommodation stock incl. temporary stock 2 2010 FIFA Accommodation Programme 3 2010 Non FIFA Accommodation Programme 4 2010 Accreditation & Service Excellence Programme 5 2010 Linkage: Transport & Accommodation Hubs

Code of responsible Tourism 2010 Responsible Tourism 1 2010 Code of responsible Tourism 2 2010 Tourism Awareness

Communication & Monitoring of Industry Readiness 2010 Responsible Tourism 1 2010 Communication & Monitoring of Industry Readiness 2 2010 PR Programmes

E-Marketing campaigns F 2010 E-Marketing 1 2010 Website 2 2010 Digital Media 3 2010 Social Networking 4 2010 E-Marketing campaigns 5 2010 E-newsletters

THE OTHER SIDE OF MAJOR EVENTS Balance opportunities with negative perceptions Perception that there will be: price increases over-crowding displacement 18

MANAGING PERCEPTIONS & EXPECTATIONS Hosting major events can stall tourism growth 19

MANAGING PERCEPTIONS & EXPECTATIONS Need to manage realistic expectations Integrated planning with provision for interventions Get industry & citizens on board & communicate Maintain position as value for money destination Ensure pricing not exceed peak season pricing Use event to counteract seasonality and attract interest from non-traditional markets 20

CONCLUSION Cape Town is Africa’s greatest City and ready to welcome the World. 21