27 September 2011

Joint tourism marketing agreement for SA's major cities

The new joint tourism marketing agreement will see Cape Town, Johannesburg and Durban collaborate with the aim of getting tourists to stay in the country longer.

Sealing the joint tourism marketing agreement Sealing the joint tourism marketing agreement

The time has come for us to use creative and innovative ways to maximise the domestic and international leisure as well as business tourism potential for all 3 cities - Mariette du Toit-Helmbold, CEO of Cape Town Tourism

The tourism bodies of South Africa's 3 major cities - Cape Town Tourism, Johannesburg Tourism and Durban Tourism met at Indaba on January 7, 2011 to initiate a joint tourism marketing agreement between them.

Johannesburg, Cape Town and Durban are South Africa’s economic and tourism hubs and the joint tourism marketing agreement will see them collaborate to maximise tourism development and marketing.

The joint agreement is the outcome of the 3 cities reassessing strategies and committing to go beyond the traditional to challenge compartmentalised marketing thinking. 

‘Cape Town, Johannesburg and Durban tell 3 very different and unique but complementary stories. I strongly believe that we add value to each other’s leisure and business tourism offering. The time has come for us to use creative and innovative ways to maximise the domestic and international leisure as well as business tourism potential for all 3 cities,’ says Mariette du Toit-Helmbold, CEO of Cape Town Tourism.

Lindiwe Kwele, CEO of Johannesburg Tourism added: 'All 3 cities have the confidence to define themselves in the minds of our markets. Johannesburg is a frontier city and personifies urban chic, achievement and a sophisticated energy. Durban is diverse, a leading port city and exemplifies warmth and tradition. Cape Town is a city of inspiration, hope and freedom with a rich cosmopolitan culture set against the backdrop of an unprecedented natural beauty.'

The backbone of the joint marketing agreement will consist of product and destination packaging, collaboration on events and trade shows as well as shared collateral and online campaigns aimed at the international and domestic market.

The joint marketing forum will see high-level collaboration on marketing and branding initiatives and knowledge exchange on executive level. They will look at improved city branding and how the unique offering of all 3 cities are being presented and packaged to both domestic and international travelers.

Phillip Sithole of eThekwini Municipality’s Business Support and Tourism concluded: 'One of the secrets of a winning destination is for cities to realise that we are brands and that we should harness our assets. Positive perception, unique identities, authentic experiences and a powerful story is the armoury of a successful city brand.

'The joint marketing agreement is a formal recognition of our synergies and will go a long way to present a conducive and integrated city tourism experience for both domestic and international travellers.'