31 July 2014

Cape Town Tourism reappointed city’s tourism agency

Cape Town Tourism is to continue marketing the city for another three years following the signing of a three-year agreement with the City of Cape Town.

Enver Duminy, Cape Town Tourism CEO

Our vision is to be recognised globally as an innovative customer-centric tourism marketing association that excels at seamlessly connecting all aspects of the tourism industry in Cape Town. – Enver Duminy, Cape Town Tourism CEO

The agreement will see Cape Town Tourism continue its tourism marketing and visitor services responsibilities until 2017.

Cape Town Tourism CEO Enver Duminy said the new agreement enables the destination marketing organisation (DMO) to plan with confidence in partnership with the City of Cape Town and other key tourism role players.

‘Our vision is to be recognised globally as an innovative customer-centric tourism marketing association that excels at seamlessly connecting all aspects of the tourism industry in Cape Town,’ he said.

Key priorities for the next three years include assessing and addressing Cape Town’s seasonality issues, boosting Cape Town Tourism’s own organisational sustainability with increased private-sector funding, and broadening its marketing lens to focus on developing new markets throughout the world.

There will also be renewed focus on markets in Africa to take advantage of the huge untapped tourism potential on the continent. According to Cape Town Tourism, regional markets made it on to the list of top growth markets into Cape Town and the Western Cape in 2012, albeit off a low base, which resulted in a rethink of the city’s tourism strategy for Africa.

Councillor Garreth Bloor, the City of Cape Town’s Mayoral Committee Member for Tourism, Events and Marketing, said that until recently, the city was unable to get a snapshot of where its visitors were coming from, who they were and why they were choosing Cape Town as a preferred destination.

‘Now, thanks to monthly and seasonal research being conducted by Cape Town Tourism, our tourism market intelligence is being enhanced,’ he said.

He added that the DMO is also well placed to delivery on the city’s Tourism Development Framework, to tap into the business events sub-sector, and to further grow international tourist arrivals, African air arrivals and domestic tourism.