City of Cape Town
Backpacking and Youth
Tourism Investigative
Study
Presented by: Prof Kamilla Swart
Date: 19 March 2010
Introduction And Methodological Approach
Introduction to Study
• Commissioned by CoCT to provide City with direction and
recommendations into facilitating and developing sector
• To gain a better understanding of the backpacking market in Cape Town
– To prepare an action plan to further promote, facilitate and develop
niche
• Develop targeted strategies, initiatives and programmes to unlock
potential of market
Research Methodology
•
•
•
•
Define terms and concepts
Review secondary data at all levels
Conduct primary data collection at local level
Analyse data to establish trends, travel patterns & frequencies
– Conduct comparative analysis to establish differences and similarities across
strata
– Conduct importance-performance analysis for those that have visited
destination to establish destination’s strengths and weaknesses from tourists’
view point
– Conduct an impact analysis and forecasting to establish possible positive and
negative impacts of further developing this niche sector
– Estimate future direction of the industry among others
• Develop an action plan that will be city’s ‘road map’ towards taking full
advantage of and optimise returns from this niche sector
Research Methodology
Preview
• Definition of concepts
• Assessment of study requirements & needs
• Gathering and review of documents
including city TDF, Business plans, tourism
white papers etc.
Secondary data
Mainly at global & national levels and to a less extent at the local
level to understand demand and supply side trends from already
existing research data and information
• Demand side trends such as volumes, yield, major origin markets,
consumer travel patterns, demands, needs, requirements
• Supply side trends such as major backpacking destination
competition, availability and adequacy of resource and infrastructure
supply
Research Methodology
Primary data
Primary data will be used at both national and local levels
Supply side
Demand side
•Establish databases of suppliers
•Establish databases of previous
at local level including:
visitors to South Africa and Cape
accommodation, tour operators,
Town
attractions and transport
•Divide database into two strata
•Divide database into strata by
(international and domestic)
supplier type to get a fair
•Further divide strata into two
representation of each
(those that have visited and those
•Select 30 respondents under
that haven’t visited Cape Town)
each strata
•Select 100 ‘have visited’ and 50
•Administer questionnaire by
‘have not visited’ internationals
means preferred by respondent
•Select 70 ‘have visited’ and 30
(self, face-to-face, e-mail, phone
‘have not visited’ domestics
or mail)
•Administer questionnaire by email or phone
Research Methodology
Action Plan
Develop action plan informed by research findings, including:
• Specific and measurable goals and objectives, bound by time
• Time and resources that should be committed to be successful
• Areas that need improvement in destination to effectively attract and serve this
market and responsible parties and individuals
• Identify possible problem areas such as negative impacts
• Responsible parties and individuals for each component of action plan and
expected results
• Industry liaison group to regularly monitor, track and evaluate progress regarding
performance of the niche sector according to action plan
• Action plan to be finalised with industry stakeholders
Research Methodology
Partnership with BSA/ SAYTC
•
•
BSA (1998) market SA globally as preferred destination
SAYTC (2007)
- Backpacking SA
- Education Travel
- Tours & transport
- Volunteering SA
Data Collection
Targeted sample
Supply
side
Actual sample
Lodging
30
7
Attractions (language schools)
30
3
Tour Operators
30
4
International
100
84
Domestic
70
4
International
50
5
Domestic
30
Demand Have visited
side
Have not
visited
Data Collection
Challenges
• Industry buy-in
• Low response rates to e-mail surveys
• Incorrect e-mail addresses
• Considered spam
• Low season for backpacking establishments
• Very small domestic backpacking market
Data Collection
Interventions for challenges
• Use of Survey Monkey
• Banners and links on BSA website
• Prizes offered for completion of surveys
• Meetings held
• Follow up e-mails and phone calls
• Surveys left at backpacking establishments
Secondary Data – Key Findings
Secondary Data – Key Findings
Definitions and concepts
• Old perceptions changing
• Travel alone, young career professional, late 20’s, educated, middle class, single
• Concerned with money and budgeting
• Increasing disposable income – ‘flashpackers’
• Increased older travellers – ‘denture venturers’
• Prefer budget accommodation
• Emphasis on meeting people during travels
• Flexible travel schedule
Secondary Data – Key Findings
Definitions and concepts (cont.)
• Prefer longer holidays
• Prefer participatory holidays
• Working holiday maker
• Explorers, looking for a cultural experience
• Backpacker plus – older person who is not tied down by responsibility
• Travel off the beaten track
• Average spend of US$3 000 on main trip
• Study abroad
• May have inappropriate behaviour that could offend locals
Secondary Data – Key Findings
Backpackers to South Africa
• Most from Western Europe, well travelled, long haul travellers
• Most from Germany, UK and Netherlands
• Young men and women; ages 21 to 25
• Usually employed in services industry
• General budget of R10 000 or less
• Main areas of spending: accommodation, restaurants, self-catering food supplies,
take-away meals, bar tabs, night clubs and general tourist activities
• Websites used: SA Tourism, Lonely Planet, Greyhound, Alternative Route, about Cape
Town, Baz Bus and Coast to Coast
• Small percentage on a gap year
• Internet plays key role in planning for trip
• Aim to interact with local South Africans and meet new people
• SA seen as gateway to the rest of Africa and as a destination for humanitarian work
• Spend much less time in South Africa than in other destinations such as Australia
Secondary Data – Key Findings
Major source countries for international backpackers visiting South Africa (Rogerson, 2007)
Secondary Data – Key Findings
Key features of South Africa visit
• Average cost of return flight R6 821
• Most common airlines used: British Airways, SAA, Qantas, KLM, Virgin and
Lufthansa
• Most common entry point is Cape Town, followed by Johannesburg
• Average length of stay: 42 days
• All nights not spent in backpacker accommodation and volunteers stay in
accommodation organised by organisation
• Facilities considered essential include clean bathrooms, clean beds, friendly staff,
self-catering facilities, Internet, travel information, lockers, laundry and a bar
• Highest spend is on accommodation
• Most popular activities are visiting natural sites, game viewing, visiting museums,
visiting historical sites, night clubbing and township tours
Secondary Data – Key Findings
Travel patterns within South Africa
• Cape Town most popular destination followed by Kruger Park, Durban, Port
Elizabeth, Jeffrey’s Bay, Paarl, Stellenbosch, Knysna, Coffee Bay and Plettenberg Bay
• Most not able to visit attractions that they would like because of a lack of marketing
and cost factors
• High concern about safety and security
• Most arrive in South Africa with a planned itinerary but often change it
• Transport in South Africa is not flexible enough and places constraints on travel
• Transportation services most commonly used: rental cars, domestic low cost airlines
(especially One Time and Kulula) and intercity busses (especially Greyhound, Inter
Cape and Translux)
Secondary Data – Key Findings
Geographical distribution of suppliers of backpacker accommodation, by province
(Rogerson, 2007)
Secondary Data – Key Findings
General backpacker needs and requirements
• Require a developed infrastructure for travelling, especially in the forms of public
transport, information while travelling, Internet cafes, laundromats and
accommodation
• Main information needed to plan a trip is through Internet and word of mouth
• Backpacker destinations require fewer infrastructures than high-end tourists as
backpackers are less demanding
• International Student Identity Card used for access and discounts
General backpacker travel motivations
• Main motivation is to explore other cultures, followed by excitement and
increased knowledge
• Like relaxation time
• Younger travellers want more social activities
Secondary Data – Key Findings
Global transport and accommodation trends
• Main transport used to reach a destination is air
• Younger backpackers make more use of rail, coach, tour busses and hitchhiking
and walking
• Higher disposable income and therefore often make use of hotel accommodation
• Backpackers from Slovenia, UK, Canada and Mexico are more likely to make use of
backpacker hostels, while those from Hong Kong and South Africa use them less
frequently
• South African backpackers are more likely to stay in hotels or with friends and
family. Travellers from Czech Republic and Slovenia very rarely stay with friends
and family.
• Choice of accommodation closely related to motivation for travel
• Increase in quality and professionalism in youth travel accommodation due to new
markets and peer-to-peer reviews conducted online
• Higher star rating means higher profit as higher rates can be charged
• Hostels chosen based on location and price
Secondary Data – Key Findings
Global backpacker accommodation use (Staywyse, 2007)
Hotel
Hostel
Family and friends
Guesthouse
Bed and Breakfast
Self catering
Tent / caravan
Campervan
0
%
10
20
30
40
50
60
Secondary Data – Key Findings
Average spend
• Average daily spend generally low and is usually about US$20 a day
• Expenditure closely related to income and average trip length
• Destination visited and length of trip influences expenditure
• Backpackers visiting Australasia, New Zealand, Central/Southern Africa and South
America tend to have the highest total budgets for their trip
Average spend per backpacker over whole visit to South Africa (EciAfrica Consulting, 2007)
Accommodation
R2686
Activities
R2490
Food
R1880
Local transport
R1754
Souvenirs / shopping
R1379
Beverages
R1359
Volunteer work* (inclusive)
R17 591
Other ** (medical costs)
R11 373
Secondary Data – Key Findings
Activities
• Most popular activities include visiting historical sites and monuments, walking
and trekking, sitting in cafes and restaurants and shopping, while the least popular
activities are academic study and learning a language.
• Undertake a wide range of activities
• South African backpackers more likely to undertake academic study
• In Cape Town, most popular activities include exploring Table Mountain, Green
Market Square, Cape Point, Robben Island and the Castle; a wine tour and a
township tour
Length of stay
• Average length of stay 63.5 days
• Longest trips taken to Australasia, North America, Indian sub-continent
• Shortest trips taken to Eastern Europe, North Africa, Southern Europe and Central
/ Southern Africa
Secondary Data – Key Findings
Backpacking destinations
• Europe popular because of availability of good public transport, large numbers of
hostels, budget accommodation and variety of work exchange programmes
• Australia and New Zealand also popular destinations because of the range of
working holidays available
• Destinations most popular: Southeast Asia, Australasia and South America
• North America popular for older backpackers
• Female backpackers more likely to travel to Western Europe, the Middle East and
Central/Southern Africa while males are more likely to travel to Eastern Europe,
North, Central and South America.
• Least experienced backpackers visit more westernised areas of Europe, while
seasoned travellers prefer more ‘challenging’ destinations such as South America,
China/Japan and the Indian sub-continent
• Most backpackers follow popular routes which are set out in guidebooks
Secondary Data – Key Findings
Backpacker destinations in South Africa
• Most establishments: Western Cape, Eastern Cape, Kwa-Zulu Natal, Gauteng and
Mpumalanga
• Limited accommodation in Free State, Northern Cape, North West and Limpopo
• Significant clusters of backpacker accommodation establishments along Garden Route, Wild
Coast, Kwa-Zulu Natal coast, Hogsback and Nelspruit
• Backpacking plays a large role in the economies of Coffee Bay, Jeffrey’s Bay, Mossel Bay and
Oudtshoorn
South African backpacker accommodation survey
• Key issues are lack of international and domestic marketing of SA as a competitive
destination, lack of responsiveness at a provincial and municipal level to backpacking issues,
a lack of regulations and new investments
• Other issues around linkages with other enterprises, involvement in associations and the
effects of government measures on businesses
• Most common memberships with BSA, local and provincial tourism organisations and less
frequently, organisations such as FTTSA
Secondary Data – Key Findings
Infrastructure
• Needs infrastructure separate to, but parallel with mainstream tourism infrastructure
• Requires inexpensive transportation system, low priced hotels, youth hostels, shops,
nightclubs and coffee houses
Youth travel demand
• Decline in demand for 2009
• Increase in demand related to increased marketing and product diversity
• New partnerships set to increase demand
Volunteer tourism
• South Africa most popular destination
• Average length of placement: 1-3 months
• Usually self-financed
• Volunteers mainly drawn from USA
Secondary Data – Key Findings
Impacts of backpacker tourism
• Backpackers may settle down and establish businesses in a region
• Contributes to local economy as backpackers purchase local goods and services
• Money spread to wider geographical area than with mainstream tourism
• Pride and consideration for local communities and local development
• May push locals out and gentrify an area
Shortcoming for local development
• Industry is predominantly white-owned and dominated
• Developments continually taking place along already established tourist routes
Demand side challenges
• Lack of support from national and provincial government
• Challenges for entrepreneurs with regard to marketing, financing and attracting new
tourists
• Problems with zoning and regulations
Primary Data – Key Findings
Primary Data - Key FindingsSuppliers: Lodging
•
•
Overall, business doing great for most: 71 % reported increasing business in past 5
years
All were members of BSA and agree that backpacking associations are required to:
– Maintain standards within industry
– Assist with marketing
– Assist with provision of information
– Offer assistance to SMMEs
– Provide networking platforms
– Government lobbying
Primary Data - Key FindingsSuppliers: Lodging
Advertising
14.3%
Print media
Alternative Rave
28.6%
Backpacking South Africa
28.6%
Trade shows
28.6%
Guide Books
28.6%
Coast to Coast
42.9%
Telephone
42.9%
71.5%
Word of mouth
100%
Internet
0%
20%
40%
60%
80%
100%
% of responses
Internet and word of mouth are main advertising channels
Primary Data - Key FindingsSuppliers: Lodging
Seasonal occupancy rates
4.5
4
Number of establishments
3.5
3
Less than 25%
2.5
26-50%
2
51-75%
Over 75%
1.5
1
0.5
0
Summer
Autumn
Winter
Spring
Summer - most popular backpacking season as shown by occupancy rates
However all other seasons are not too bad
Primary Data - Key Findings-Suppliers:
Lodging
Visitor characteristics
• Short to medium length of stay 7-14 nights
• Domestics have short advance booking times
• African tourists book about 3 months in advance
• Europeans & Americans about 3-6 months in advance
• Europeans bring the most yield/per visit followed by North Americans and
domestics
Primary Data - Key Findings
Suppliers: Lodging
Top five source markets with highest yield - 2008
• UK
• Germany
• Domestic
• USA
• Netherlands
Primary Data - Key FindingsSuppliers: Lodging
Importance-performance of lodging facilities
• Top most important lodging attributes to backpackers (supply):
– Friendly staff, safety and security and clean beds (score 4.71 each out of
possible 5)
– Clean bathrooms (score 4.57 out of possible 5)
– Friendly guests (score 4.43 out of possible 5)
– Overall cleanliness (score 4.29)
– Staff knowledge of local activities and attractions and advance booking
facilities (score 4.14 each)
Primary Data - Key FindingsSuppliers: Lodging
Challenges for growth and development in Cape Town
• Minimal to lacking government commitment,
• Lack of marketing domestic and international
• Safety and security/crime
• Lack of marketing support for SMMEs
• Skills development and training
• Lack of networking
• Negative perceptions towards backpacking
• Cape Town winter
• Public misconception of industry
Primary Data - Key FindingsSuppliers: Lodging
What to do going forward
• Working on changing perceptions about the sector and
improve the image
• Provide marketing support to SMMEs
• Improve safety and security
• Standardise laws and regulations
• Sector specific marketing campaigns
• Provide government assistance
• Establish skills development and training programmes
• Improve communication and networking within sector
Primary Data - Key FindingsSuppliers: Tour Operators
Languages in which services are offered
• German
• Spanish
• Afrikaans
• Xhosa
Primary Data - Key FindingsSuppliers: Tour Operators
Challenges
• Need for grading system for shark and whale operators
• Strict compliance with standards and high standards for
vessels
• Assistance to small operators
• Funding for trade shows
• Sort out department of transport
• Financial assistance from government
• Reduction in crime and improvement of safety
Primary Data - Key FindingsSuppliers: Attractions
Language Schools
• Mostly operate all year round
• Operate at 90+ % capacity in summer
• Operate at 70-90% capacity other seasons
Primary Data - Key FindingsSuppliers: Attractions
Activities offered
Land-based
Water-based
Other
Hiking
Swimming
Shopping (souvenirs)
Mountaineering
Canoeing
Equipment rental
Bicycling
Cage diving
Picnicking
Quad-biking
Rafting
Restaurant (dining)
Hunting
Kayaking
Events hosting
Wildlife viewing
Boating
Bird watching
Camping
Bungi jumping
Primary Data - Key FindingsSuppliers: Attractions
Main sources of business
30.0%
% of business in a year
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Europe
Asia & Australasia
South America
Africa (excluding domestic)
Europe seems to be major source market followed by Africa and South America
Primary Data - Key findingsSuppliers: Attractions
Challenges
•
•
•
•
•
•
•
•
•
Lack of awareness of their sector
Safety and security and crime
Negative South Africa reputation abroad
Competition from other destinations
Lack of government recognition and support
Visa regulations
No standard regulation as they currently self-regulate
Lack of exposure from SAT
Shortage of cheap accommodation options
Primary Data - Key FindingsDemand side: Demographics
% Respondents
Gender & Age
39.8%
40.0%
30.0%
20.0%
10.0%
0.0%
22.7%
5.7%
4.5% 4.4% 6.8% 4.5% 3.4%
under 20-24 25-29 30-34 35-39 40-49 50-59 60-65
20
Age group
Gender ratio: 40% male and 39% female
25-29 age group was largest followed by 20-24
Primary Data - Key FindingsDemand side: Demographics
Ethnicity & origin
• Predominantly White (68.2%), with a few Asians (4.5%) and
Hispanics (3.4%)
• Blacks and Pacific Islanders represented a small proportion of
2.3% each
• Predominantly from Europe (64.7%), with a few from Asia and
Australasia (10.6%), and North and South America (8% each)
• Domestics and Africans represented only 4.5% and 3.4% each
respectively.
• UK was single largest source country (28.2%) followed by
Germany and Brazil with 7.1% each
Primary Data - Key Findings-Demand
side: Demographics
Education
Other: Qualified trade
University student
1.1%
3.4%
27.3%
Post graduate degree
50.4%
Undergraduate degree
Some college but didn't complete
High school
3.4%
11.4%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Largest single group: undergraduate degree group then post graduate degree
Primary Data - Key FindingsDemand side: Demographics
Monthly Income
6.5% 2.6%
6.5%
22.1%
Less than US$1 000
US$1 000-$2 000
US$2 100-$3 000
11.7%
US$3 100-$4 000
US$4 100-$5 000
20.8%
29.9%
Largest income group: US$ 1 000-US$2 000
US$5 100-$10 000
More than US$10 000
Primary Data - Key Findings-Demand
side: Travel patterns & characteristics
Underlying Motive to Travel
Challenge self
Help people in need
1.10%
1.1%
1.1%
1.1%
Socialize & enhance relationships
Relax
17.0%
17.0%
22.7%
51.1%
61.4%
Explore new places
0.0%
20.0%
40.0%
% responses
60.0%
80.0%
Most backpackers driven to take a trip by their desire to explore new places
followed by need to learn about other places and cultures
Primary Data - Key Findings-Demand
side: Travel patterns & characteristics
Main purpose of visit
•
•
•
•
•
•
•
•
•
Holiday (69.3%)
Visiting friends and family (11.4%)
volunteerism (10.2%)
Business (6.8%)
Attending a conference (4.5%)
Sport event (4.5%)
Shark diving (2.3%)
Study (4.5%)
Field-work and internship (1.1% each)
Primary Data - Key FindingsDemand side: Trip planning
% of respondents
Time between destination selection & travel
18.0%
16.0%
14.0%
12.0%
10.0%
8.0%
6.0%
4.0%
2.0%
0.0%
Most people travel 6 months after they decide on destination, a few take 2-3
years planning their trip
Primary Data - Key Findings-Demand
side: Travel patterns & characteristics
How the tourists heard about Cape Town
Event (Jazz festival)
1.1%
Fairs & exhibitions
Media
Travel agency
Part of a package
3.4%
5.7%
8.0%
10.2%
13.6%
Internet
18.2%
Books & guides
37.5%
Friends & relatives
68.1%
Already knew it
0.0%
10.0%
20.0%
30.0% 40.0%
% of responses
50.0%
60.0%
70.0%
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Repeat visitation and travel group size
Origin
region
Europe
Average number of times visited Cape Town in
past five years
1.66
Asia &
Australasia
South
America
Domestic
1.67
North
America
All
1.29
1.33
4.50
1.80
•Domestics had the highest repeat visitation rate. The rest had just about the same
•Average travel group size was 5
• 31% travelled alone
•22% in couples
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Mode of transport
• Air transportation (61.4%) main mode of transportation to Cape
Town
– followed by bus (20.5%)
– personal car (11.4%)
– 8% travelled to Cape Town by overland truck
• Within destination, most common mode of transport - rental
car (73.9%),
–
–
–
–
–
followed by foot (44.3%)
public transport (31.8%)
metered taxi (29.6%)
tour buses (19.3%)
3.3% of the respondents used friend’s car
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Accommodation choices
• Majority (88.6%) used backpacker hostels for
accommodation during their trip to Cape Town
• A few used friends and relatives (8%)
• Hotels (5.7%),
• Home-stays (6.8%)
• Guest houses (4.5%)
• Camping (4.5%)
• B&B (1.1%)
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Reason for selecting accommodation type
• Cost 75%
• Accessible location (44.3%)
• Community spirit (27.3%)
• Youth dominated (22.7%)
• Activity location (15.9%)
• Informality (15.9%)
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Accommodation suburb
Fishhoek
Rosebank
Observatory
Noordhoek
Mowbray
Seapoint
Tamboerskloof
Green Point
Table View
Gardens
City center
0.0%
5.0%
10.0%
15.0% 20.0%
% respondents
25.0%
30.0%
35.0%
Primary data key findings-Demand side:
Within destination travel pattern
Length of stay
Region of origin
Length of Stay (number of nights)
Europe
11.7
Asia &
Australasia
South America
8.2
11.5
Domestic
7.8
North America
8.0
All
10.7
•Overall average length of stay - 10.7 nights
•Europe had largest (11.7 nights) length of stay
Primary Data - Key Findings-Demand side:
Within destination travel pattern
Spend by origin and category (in Rands)
Region of
origin
Total
Spend
Accommodation
Food &
Beverage
Within
destination
Transport
Entertainment
Shopping
Europe
7 664.76
1 825.08
1 812.50
672.87
917.17
1 035.64
Asia &
Australasia
6 500.00
644.25
852.86
262.57
808.57
1 530.86
All
7 737.27
1 474.60
1 544.28
634.94
987.72
1 148.94
•Average spend/trip was R7 737
•Highest spending category was food & beverage (R1 544)
*Note that categories don’t add up to total due to omission of some spending categories by respondents
Primary Data - Key Findings-Demand
side: Within destination travel pattern
Attractions visited
Lions Head
1.1%
3.3%
27.3%
28.4%
Townships
45.5%
47.7%
48.9%
51.1%
Robben Island
Wine Estates
62.5%
70.5%
75.0%
76.1%
Cape Point
Table Mountain
0.0%
10.0%
20.0%
30.0% 40.0% 50.0%
% of responses
60.0%
70.0%
80.0%
Primary Data - Key Findings-Demand
side: Within destination travel patterns
Activities participated in
Activity
Shopping
Visiting museums & historical sites
Visiting natural sites
Wine tours
Clubbing
Hiking
Township tours
Whale watching
Game viewing
Shark cage diving
Biking
Surfing
% participation
68.2
64.8
62.5
47.8
44.3
36.4
27.3
17
14.8
8
9.1
3.3
Primary Data - Key FindingsDemand side: Competition
% of responses
Other destinations considered before settling for Cape Town
10.0%
5.0%
6.6%
5.6%
5.5%
4.4%
3.4%
0.0%
Other domestic destinations considered included:
•Johannesburg (4.5%)
•Garden Route (2.3%)
•Mpumalanga, Limpopo and Port Elizabeth (1% each)
2.2%
Primary Data - Key Findings-Demand side:
Perception and satisfaction rating
Customs & immigration
Availability of shopping facilities
Value for money
Availability of information
Quality of infrastructure
Friendliness of the people
Quality of accommodation
Satisfaction
Perception before visit
Service delivery
0
1
2
3
Score out of possible 5
4
•Satisfaction always rated better than perception, implying destination far
exceeds tourist expectations prior to visiting
5
Primary Data - Key Findings-Demand side:
Importance-Performance
Tourists’ viewpoint
Bar
Availability of tourist information
Swimming pool
Parking facilities
Tour booking service
Close to transport
Friendly guests
Cost
Medical bay
Internet access
Overall cleanliness
Clean bathrooms
Performance
Importance
Friendly staff
0
1
2
3
Score out of possible 5
•On almost all (except 5) attributes destination’s performance exceeds tourist
importance rating implying tourists requirements are met and exceeded
•Poor performance areas include: cost, overall cleanliness, clean beds,
clean bathrooms and safety & security
4
5
I-P grid for backpacking accommodation
attributes: Tourists’ perspective
•Accommodation service providers perform above average on all attributes
•However, they also concentrate too much and possibly waste resources
on some attributes not important to tourists - attributes 8, 9, 19, 21 & 22
Comparison of supplier’s and tourists’
view of I-P of backpacking
accommodation attributes
•Suppliers under-estimate both their performance on certain attributes and
importance of some attributes to tourists
•It is of particular importance for providers to understand what is important to their
customers in order to satisfy them
Action Plan
• Stakeholder Input
• Prioritise actions
• Finalise Action Plan
Action Plan Review Process
Activity 1
1.
2.
3.
4.
Split into 4 groups (1 group per action)
Discuss and respond to key group actions
Consultant to record concerns, questions, new actions
Overall discussion based on group summaries (and update action table, if
required)
Activity 2
1.
2.
3.
4.
Industry to rate actions as High, Medium and Low Importance (in groups)
Industry to prioritise BIG 5 actions
Consultant to record ratings
Post workshop action plan adjustments and re-circulation
Stakeholder Input
DEVELOPMENTAL ACTION PLAN
• Key colour codes:
High priority area overall
High priority actions
No fill represents a low priority area
Draft Action Plan
Key Area 1: Industry organisation and government support
No.
Action
Designated
Organisation
1
Establish a public-private sector
backpacking working/
regulatory body (address zoning
issues)
CoCT Tourism
Department
• Success of the body
•Periodic review of
public-private sector
relations
2
Hold biannual BP industry
CoCT Tourism
networking sessions/ workshops Department
• Assessment of
participation by
industry stakeholders
(public and private)
3
Establish a BP specific lodging
grading and certification system
based on a minimum standard
approach
• Constantly evaluate
number of graded
facilities
CoCT
Evaluation
Draft Action Plan
Key Area 2: Development and growth
No.
Action
Designated
Organisation
Evaluation
4
Establish a BP SMME
support assistance
programme
CoCT Tourism
Department in
collaboration with
marketing bodies
• Continual evaluation
of BP trends and
participation
• Continual evaluation
of SMME and niche
sector growth
5
Develop a CoCT BP
product development &
growth plan
CoCT Tourism
Department in
collaboration with BP
service providers
• Continuously assess
and monitor BP product
and experiences
• Regularly update
inventory
• Continuously monitor
progress of plan
Draft Action Plan
Key Area 2: Development and growth (cont.)
No.
Action
Designated
Organisation
Evaluation
6
Develop higher end BP products
and activities within CBD and
other areas
Private sector with
support and
encouragement from
government
• Continuous assessment
of product supply to
ensure new products are
developed and inventoried
7
Develop and support
environmental and sustainability
plans for service providers with
incentives and award schemes
Service providers with
CoCT coordinating,
monitoring and
providing support
• Continuous monitoring of
attraction to ensure
policies and plans are
implemented
8
Effectively communicate existing
safety and security programmes
to tourists, BP industry and alert
responsible departments
All stakeholders, CoCT,
public safety dept. CoCT
tourism dept. facilitating
communication and
action
• Continuous monitoring of
tourists and stakeholder
satisfaction and
perceptions
• Keep track and record
incidences to establish
trends in the long run
Draft Action Plan
Key Area 3: Marketing
No.
Action
Designated
Organisation
Evaluation
9
Establish BP specific JMI’s with other
African countries
CoCT destination
marketing body and
private sector
partnerships
• Destination performance
research to measure flow
of BP traffic in and out of
destination
10
In short-term, focus on already
established markets eg. domestic,
UK, Germany, Netherlands and USA
CoCT destination
marketing body and
private sector
• Destination performance
awareness research
• Continual tracking and
monitoring of BP
performance indicators
such as hostel occupancy
11
Establish BP specific marketing
programme for non-conventional CT
markets and insert BP as a separate
niche in all marketing tools
Target Asian & S. American markets
for language and educational
tourism
CoCT destination
marketing body and
private sector
• Research and
performance evaluation
and monitoring of key
indicators
Draft Action Plan
Key Area 3: Marketing (cont.)
No.
Action
Designated
Organisation
Evaluation
12
Develop and conduct trade and
consumer oriented marketing
programmes eg, trade shows, tour
operator and agent workshops,
consumer programmes, media
hosting etc.
CoCT destination
marketing body
• Assess success of
programmes on a regular
basis
• Evaluate niche sector
performance through
performance research
13
Produce BP and youth tourism
specific marketing collateral (review
first to avoid overlap)
Incorporate a BP specific visitor
information system into existing one
CoCT destination
marketing body and
private sector
• Continuous evaluation
and updating of collateral
• Destination performance
research to measure and
track niche sector
performance and return
collateral investment
14
Support BP industry’s bid to host
international conference in Cape
Town in 2012
Private sector driven
with CoCT support, in
discussion with CTRU
due to support
supplied
• Successful bid
Draft Action Plan
Key Area 4: Skills and human resources
No.
Action
Designated
Organisation
Evaluation
15
Participate on advisory boards
of tourism departments of
higher learning institutions in
Cape Town
All tourism
• Continual assessment
stakeholders
and participation in
(public and private) curricular development
16
Establish internship
programmes
All tourism
stakeholders, CoCT
can promote and
coordinate
17
Encourage on-the-job training
All tourism
• Continuous
stakeholders
assessment of
(public and private) relevance of on-the-job
training programmes
• Assess impact of
internship programme
on a regular basis
• Assess placement
rates of interns by
institutions
THANK YOU and QUESTIONS?
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City of Cape Town Backpacking and Youth Tourism