2010 TOURISM STRATEGY 28 JULY 2009

Some facts about 2010 Record 204 countries participating visitors expected in SA 4 out of 5 visitors indicate they would like to stay in Cape Town 3 million tickets for 64 matches 2010 TV Rights worth R14,7 billion INTRODUCTION

WHAT DOES ‘READY’ MEAN?

Greenpoint Stadium It will host 8 matches, including, quarter-final & semi-final seats for 2010 World Cup matches temporary seats > seats post 2010 Footprint equivalent to six city blocks, 50m tall, 15 storey building Basement parking for 1200 cars 16 x lifts throughout stadium YES, INFRASTRUCTURE

Airport and Cape Town Station being upgraded to world class facilities > completion: March 2010 Road infrastructure upgraded New Hotels (45% growth in capacity over last 5 years) MORE INFRASTRUCTURE

A safe city for visitors and citizens The police expect to deploy some officers to safeguard the soccer events – for which they have allocated R640 million and bought equipment and services worth R665 million Cape Town Visitor Safety Programme integrated with Host City Safety Workstream, police, disaster management and tourism. YES, SAFETY

Cape Town as a lifestyle & entertainment capital FIFA Fan Park at Grand Parade FIFA Fan Walk linking Grand Parade with Stadium 3 Public Viewing Areas: Athlone, Bellville & Swartklip 2 Training Venues At least 2 Base Camps YES, ENTERTAINMENT

Cape Town has an excellent tourism infrastructure and is an established host city of major events accredited tourism businesses beds in greater Cape Town (70 000) 300+ tour operators FIFA Accommodation Programme Temporary Accommodation Plan Major Attractions gearing up for Destination Pricing Strategy Cape Town Tourism Visitor Network YES, GOOD TOURISM INFRASTRUCTURE

PLUS, CITIZEN ACTIVATION! THE GOAL To inspire citizens and visitors to become passionate ambassadors for Cape Town (both before, during and long after 2010) by celebrating Cape Town as a uniquely authentic Host City.

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 PlanBookVisit Recollect, recommend anticipate

WHAT CAN WE DO FOR YOU? By sharing the Opportunities that we as CTT are focusing on we hope to identify opportunities, for you, as entrepreneurs to become involved with, both for 2010 and post event

OPPORTUNITIES Destination Marketing This is the single biggest marketing opportunity for our country and our city and we must ensure that we capitalize upon it to establish a sustainable and excellent tourism legacy which includes: Economic Development & Job Creation Improved and new infrastructure Civic Pride Service Excellence Sustainable & Green Cape Town Safety & Security 365 destination

Inspire confidence with the message, “Cape Town, Ready to Welcome The World” Inspire excitement with the activations “Live It! Love It! LOUDER!” Inspire ownership by launching dedicated 2010 website to empower citizens with current information and 2010 social networking opportunities MARKETING PLAN

INSPIRING CONFIDENCE FIFA endorsed Billboard campaign at airport and iconic Cape Town CBD sites

INSPIRING EXCITEMENT Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff. Involve schools, media, communities and businesses in catching and spreading 2010 fever – CAPE TOWN STYLE!

INSPIRING OWNERSHIP TEAM Cape Town logo developed– to be used as a symbol of ownership of 2010.

Endorsed by Host City and FIFA as a platform for fans and locals to connect with 2010 and Cape Town. The web is the most effective platform to show the world just why Cape Town is such a remarkable host city and inspire visitors to make Cape Town their address of choice before, during and after the World Cup WEBSITE

18 Strategically placed VIC network, each with a dedicated Business Support Champion to assist with 2010 related queries. Contact details: Adrian Solomons Business Support Coordinator VISITOR INFORMATION CENTERS

3… June Year to kick off Cape Town Soccer Brand launched 2010 mini website launched Cape Town Citizen & Industry Activation launched

2… Confederations Cup June Welcome Campaign launched Extended Stay Campaign launched 1 st 2010 bookings received via 2010 Mini-website Research Programme undertaken to profile the sports tourist we can expect for 2010 (350+ interviews)

Confederations Cup RESULTS FROM SURVEY Nationality > USA, Brazil, rest of Europe 63% stated that they are returning for the 2010 FIFA World Cup Only 1 said won’t recommend Close to 80% > SA’s culture, history, natural beauty attracted them 15,3% > value for money 14 days in SA > 5,6 in CT 52,3% > included CT in trip 77,8% > safe in stadiums 53,3% > made use of internet to book Biggest concern > safety & public transport

1… FINAL DRAW 4 December 2009 International Broadcasters Conference (6-8 Dec) 2010 FIFA Hospitality Programme FIFA & Host City Event Programme Media packages : Guest Relations Programme

GO… 2010 FIFA WORLD CUP 11 June – 11 July games in Cape Town Welcome Campaign Focus: –In-destination visitor services –In-destination marketing activations –Industry and community participation

POST 2010 STRATEGY: MANAGING PERCEPTIONS & EXPECTATIONS Hosting major events can stall tourism growth

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

2010 KICK OFF VIDEO

Call to Action Become informed around 2010 events and campaigns Use website VIC/Membership team Post 2010 readiness plans Local Community Initiatives Target Markets i.e. Local untapped markets

Live It! Love It! LOUDER!