Cape Town welcomes lowering of water restrictions

Source: Tourism Update, 29/11/2018

Wesgro’s Chief Marketing Officer for Tourism, Judy Lain said that
the lowering of restrictions confirms that Cape Town is a
resilient destination. “This is extremely helpful for our
destination brand for both tourism and investment. It certainly
assists with the message that we are open for business and that
visitors can come and enjoy the amazing experiences that our
destination has to offer,” said Lain. “We, however, encourage all
visitors to South Africa, no matter where they may go, to value
water as a precious commodity and to be mindful that we are in a
water-scarce region.”
Enver Duminy, CEO of Cape Town Tourism said: “The lower water
restrictions are certainly going to work in our favour. We would
love to see those who have deferred visiting because of water
restrictions coming to explore the city. Our main message, as
always, is that the city offers unparalleled attractions and
experiences, and that the holiday of a lifetime can be enjoyed
here.”
However, Martin Wiest, CEO of Tourvest Destination Management,
says in terms of the international market, this will not be
immediately effective due to the long-term purchasing decisions
framework. “Domestic tourism will feel an increase, as this
involves more short-term purchasing decisions, so there will be
some movement.”
According to Duminy, the many initiatives undertaken to reduce
water usage, as well as the ones that are still under way, have
radically altered people’s relationship with the resource. “The
efforts have been noted by an international audience, resulting in
several conferences being organised in the city on the topic of
sustainability,” he said. “The Secretary General of the UNWTO
singled us out for our efforts in reducing water usage â€` how we
learned to collaborate during a crisis has become a best-practice
case study.”
There have been multiple campaigns and communication efforts
which, collectively, have ensured that the messaging is brought
across to visitors and that water usage is reduced accordingly.
“Water-wise tourism is what we all need to practise in South
Africa,” added Duminy.
Suzanne Benadie, Sales Director at Tourvest DMC, says the company
has done a lot to ensure the right information is communicated to
their clients on the various projects undertaken by both the
private and public sector during the year.
Wiest believes that the current Wesgro PR campaign does aid in
communicating the change of Cape Town’s water status, which, in
turn, will improve the volumes to the region. “Globally, this is
not a short-term impact. The international traveller has become
more aware and water-wise over the years â€` travellers have been
aware of this behaviour, as green and sustainable tourism has been
around for a while.”
Wesgro’s #NowhereBetter campaign was developed with the industry
to re-ignite interest in the destination and put Cape Town and the
Western Cape back on the consideration list, reminding tourists
about the breadth and depth of experiences on offer in the
province, explained Lain, who said that the campaign had only been
running for a week and had already seen a good level of
engagement. The campaign, geared towards changing perceptions
tourists may have about the destination, is scheduled to run for
one year.
“Tourvest DMC has supported the campaign and its drive to
communicate to our audiences on various platforms, that Cape Town
is indeed open for business. This can only have a positive impact
for other areas of Southern Africa, as Cape Town often forms an
integral part of many itineraries to the region,” added Benadie.
Preceding #NowhereBetter, Wesgro’s Destination Marketing Unit
launched the #ItsAllStillHere campaign, featuring local surfing
talent Franky Solomon, Mikey February and Jordy Smith. Using their
networks, sponsors and influence to get the message out, the
campaign profiles the Cape’s top surfing talent, natural beauty,
and world-class surf conditions. “It acknowledges that our region
has suffered its worst drought in history, but shows how we`ve got
through the crisis and that our extraordinary destination is ‘all
still here’,” added Lain.
According to Benadie, in Tourvest DMC’s last-minute markets there
is opportunity for more bookings to be confirmed over the December
peak season. “I am confident that the collective efforts to
promote the positive messaging will also have a longer-term impact
beyond December, and that we will see more bookings for the first
quarter of 2019.”
“Cape Town remains a highlight on the global travel schedule,”
concluded Duminy.
The city views 2019 as a recovery year after having successfully
emerged from the unprecedented drought, and the decision comes
after a meeting between the National Department of Water and
Sanitation and the water users of the Western Cape Water Supply
System.