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?