Garden Route and Klein Tourism 2019 – 2023

Date: 27 February 2020 Garden Route District Municipality, the leading, enabling and inclusive district, characterised by equitable and sustainable development, high quality of life and equal opportunities for all. Introduction

• The Garden Route and Klein Karoo Tourism strategy for 2019-2023 is developed to stay up to date with the ever changing tourism environment and the economy • Presented as a 5-year strategy to align with the reviewed IDP • Intended to clearly define the strategic priorities for regional tourism • Intended to streamline all tourism activities in the region • Mckinsey consulting firm, who supported the Garden Route Rebuild Initiative (GRRI) process, assisted with stakeholder engagements. • Senior Tourism lecturer at NMU gave strategic input into document.

• LEGISLATIVE FRAMEWORK The strategy has been developed based on and within the context of the existing legislative policy framework on tourism development and marketing: • Municipal Structures Act 117 of 2000, Section 84(1) (m) • National Development Plan 2030 (NDP) • National Tourism Sector Strategy (NTSS) • The White Paper on Sustainable Tourism Development and Promotion in the , 1996 • Garden Route Spatial Development Framework • Garden Route District Municipality Integrated Development Framework

www.gardenroute.gov.za

REGIONAL TOURISM STAKEHOLDERS AND INSTITUTIONAL ARRANGEMENTS

Settlements with a pop over Municipality LTO Institutional arrangements 2000

Plett Tourism is an independent non-profit organisation with a board of directors , , Bitou Plett Tourism and an executive chair who manages the operation. In addition to a grant from the Kurland Municipality, funds are raised from corporate sponsorships and events.

George, Wilderness, Uniondale The municipality employs two people who are responsible for tourism coordination George George Tourism Haarlem and development.

Riversdale, Heidelberg, , Explorer’s Garden A Tourism manager is employed by the municipality to coordinate with local Hessequa Albertinia, , Route volunteer organisations. Position vacant at present.

Ladismith Tourism Both local tourism offices are funded by the municipality. Currently only , Calitzdorp, Kannaland Tourism is funded by Kannaland mun due to lack of funding and dedicated Tourism , Zoar Calitzdorp Tourism official.

Wesgro is responsible for the delivery of tourism promotion services only on behalf of Municipality, and will work closely with the Local Economic Development Knysna Knysna, Sedgefield, Knysna Tourism (LED) department of Knysna Municipality to ensure better collaboration between tourism development and promotion.

Mossel Bay Tourism is an independent non-profit organisation with a board of , Groot Brak, Mossel Bay Mossel Bay Tourism directors. It receives an annual grant from the Municipality and raises funds from , Klein Brak membership fees and events.

Oudtshoorn, , De An independent non-profit organisation, Tourism receives a grant from Oudtshoorn Oudtshoorn Tourism Rust the Municipality and membership fees. Garden Route District Regional Tourism Office (RTO) is responsible for the coordination of the “Garden Route and Klein Karoo” brand, but there are opportunities for targeted collaboration that consolidates this unified brand Potential opportunities for a single Garden Route approach would include: • A single marketing platform calendar • Digital marketing for entire region (e.g. blogger/e-marketing campaigns) • A holistic value proposition with various packages (theme based) for the region REGIONAL VISION & MISSION • It is not enough for the Garden Route to be defined as the most beautiful destination; the regional tourism vision for the next 10-years is to be an inspiring place to visit. • This is aligned with the growing demand for experiences rather than products, and is complementary and inclusive to the LTO’s marketing campaigns. • The mission is therefore to be recognised as the ‘most inspiring places’ to visit in publications published by various travel writers and media groups. STRATEGIC PRIORITIES 2019 – 2023 Developed in line with this vision and mission, and informed by the provincial objectives and local feedback, are proposed as: ❖CHALLENGE

❖ Lack of relevant/real – time stats ❖Inter-competition amongst Research LTO’s and Brand dilution ✓ SOLUTION Investigate ✓ Partnering with research & DMO institutions (e.g. NMU) Statistics ✓ Central execution of marketing activities

Vision: Marketing ❖ An inspiring & Budget cuts/constraints place to visit Promotion ✓ Collaboration with Stakeholders

❖ Perceptive decision - making Capacity Tourism ❖ Tourism awareness and inclusion - Development ✓ Information sharing sessions and informed building ✓ Awareness and skills programmes decision-making KEY REGIONAL TOURISM MARKETING AND DEVELOPMENT PROJECTS THAT CAN BE EMBARKED ON FOR THE NEXT 10 YEARS:

Project Description To properly plan and coordinate all tourism marketing and development initiatives, the district requires credible and relevant statistics. Research/Statistics

Investigation of the establishment of a Destination Marketing Organization to streamline marketing, budgets and tourism development activities. To be Destination Marketing a regional tourism hub and a catalyst for regional tourism opportunities and Organization projects.

The investigation of current routes and the status quo of these routes in the District, as well as the investigation and development of new routes with The Promotion of Routes possible linkages into the various towns, resulting in a spread of tourism spend across the district. The program seeks to provide culinary skills training for unemployed people in the Garden Route region. The training is intended to equip people to access jobs in the local hospitality industry and tourism sector. Cater Care Project

Annual Tourism Indaba INDABA brings together a showcase of Southern African tourism products and services for the international travel trade. Exhibitors in the DEC (Durban Exhibition Centre) include provincial authorities, provincial products and African Countries. In the ICC (International Convention Centre), exhibitor categories include accommodation, tour operators, game lodges, transport, online travel, media publications and industry associations. Outdoor exhibitors include transport, camping and safari companies.

World Travel Market Africa • World Travel Market Africa is the leading B2B exhibition for the inbound and outbound African travel & tourism markets. It is a very important platform for us to reach the International Tour operators market. • 4127 industry professionals from over 60 different countries & regions at WTM Africa • 82% new buyers from over 45 different countries Date: April Venue: CTICC () Getaway Show Gauteng The Gauteng Getaway Show will be held at the Ticketpro Dome in September annually, Showcasing over 350 exhibits including travel destinations, accommodation, outdoor gear, 4×4 products and accessories, motor homes, caravans and trailers, camping equipment and adventure operators.

Garden Route Festivals The support of festival and events in the District, with the assistance of Wesgro and and Events the B-municipalities in joint funding. The compilation of Festival and Events in the district to avoid duplication or events occurring simultaneously through means of an electronic events calendar.

Marketing Collateral Develop marketing material e.g. brochures, map, website. (Tourism Marketing Provide effective updated tourism information and compile route information to material) ensure lesser known areas are marketed. Method: • Develop and print maps & brochures to be distributed at various tourism information locations e.g. Cape Town, George & PE Airports • Marketing material to be used at various travel expos. • Website: Constant updating of content and ensure correct links to and from the website. Tourism educationals Hosting, coordinate and facilitate itineraries for Media/Tour Operators etcetera. The Regional Tourism office is responsible for coordinating tour operator, media and film educationals to the region. The regional office in collaboration with LTO’s draws up tailor made itineraries to best showcase our offerings and attractions for these groups.

ACSA Garden Route Airlift Form part of Steering Committee and Project committees to drive the tourism Initiative agenda in terms of the airlift initiative.

Tourism Safety Plan A District Tourism Safety Plan has been developed and approved by GRDM in 2016. The plan is a framework that gives guidance to what specific actions to follow in case of any emergency and disaster.

Garden Route & Klein To facilitate a Garden Route & Klein Karoo pass for affordable experiences for Karoo pass domestic travellers CONCLUSION

• Destination management and marketing is to create an appealing destination that visitors will choose over another similar destination based on its offerings. • The appeal of the destination will be ongoing and ever changing and therefore requiring the constant participation of the municipality, tourism organisations and the residents of the district.

#Explore&Experience #GardenRouteDiversity Thank you Enkosi Dankie

Head Office: 54 York Street, George Tel: 044 803 1300 www.gardenroute.gov.za [email protected]