WESTERN CAPE TOURISM BAROMETER
Volume 2. Issue 1. March 2008.
The Provincial Tourism Intelligence Source
GLOBAL TRENDS IN THIS ISSUE Global international tourism arrivals
Global Trends 1 reached 898 million in 2007
National Trends 3 representing 6% year-on-year growth.
• International Arrivals 3 All the different regions achieved • International arrivals by region of origin 4 annual growth well above their long- • Top overseas source markets for South Africa 4 Provincial Trends 5 term forecast. The Middle East with
• Performance Indicators 6 13% year-on-year growth led the
• ACSA arrivals: International, regional & domestic 6 regional growth ranking, followed by
• Attractions visitations data 8 Asia and the Pacific (10%), Africa o Kirstenbosch Botanical Gardens 8 (8%), Americas (5%) and Europe with o Worcester Living Open-Air Museum at Kleinplasie 9 o Table Mountain Aerial Cableway 9 4%.
o TMNP: Boulders 10
o TMNP: Cape of Good Hope 11 The Middle East received a total of 46 o West Coast National Park 11 million international tourist arrivals o Robben Island 13 o V&A Waterfront 14 despite continuous tensions and
o Cango Caves 14 threats. According to UNWTO (2008)
Regional visitor trends 16 the Middle East region is emerging as • Cape Town visitor patterns & lodging statistics 20 a strong tourism destination with visitor • Cape Overberg visitor patterns 30 • Cape Garden Route visitor patterns 35 numbers increasing faster than for the
• Cape Karoo visitor patterns 40 world total. Saudi Arabia and Egypt are
• Cape Winelands visitor patterns 41 the leading Middle East destinations. Special in this issue: Cape Town & Western Cape Brand Asia and the Pacific had 185 million Awareness study findings 46 international arrivals with some
countries such as Malaysia (20%),
Cambodia (19%) and Indonesia (15%)
attaining double digit growth.
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008
Africa received 44 million international growth to 142 million international arrivals in arrivals in 2007 and achieved an average 2007 driven by good performance of North annual growth rate of 7% since 2000. In America (UNWTO,2008). 2007 international arrivals to North Africa grew by 8% and to Sub-Saharan Africa by Europe, the world’s largest destination 7%. Awareness of Southern African region accounting for over 50% of global countries has grown especially for South international arrivals had a total of 480 Africa in the build up to the 2010 FIFA World million international arrivals in 2007, Cup. The Americas achieved 5% annual representing 4% year-on-year growth.
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 NATIONAL TOURISM PERFORMANCE
South Africa received 9.07 million from 2.2 million in Q4 2006. Monthly arrivals international arrivals in 2007 representing data shows that there was 4.9% year-on- about 8% year-on-year growth. There were year growth in October and 6.65% in 2.45 million international arrivals in Q4 2007 November (Figure 1).
Figure 1: Q4 2005-2007 International arrivals to South Africa
2,000,000 7.00 6.00 06/07 % change % 06/07 1,500,000 5.00 4.00 1,000,000 3.00 500,000 2.00 1.00
number of arrivals 0 0.00 October November Total 2005 674,458 671,970 1,346,428 2006 755,953 747,050 1,503,003 2007 792,913 796,741 1,589,654 06/07 % change 4.89 6.65 5.76
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 2: Q4 2005-2007 International arrivals to South Africa by origin region (excluding December)
2,000,000 16.00 14.00 change % 06/07 1,500,000 12.00 10.00 1,000,000 8.00 6.00 500,000 4.00 2.00 0 0.00 As ia & Africa & M. International arrivals Europe Americas Total Australasia East
Q4 2005 288,052 51,476 49,685 950,577 1,346,428 Q4 2006 305,853 58,916 57,588 1,074,234 1,503,003 Q4 2007 310,370 66,998 62,395 1,140,842 1,589,654 Q4 06/07 % change 1.48 13.72 8.35 6.20 5.77
There were 1.59 million international arrivals (Figure 2). The United Kingdom was the top to South Africa in October and November overseas source market for South Africa 2007, representing 5.77% growth from the during this period with 95,184 arrivals. same period in 2006. There was growth from Germany with 64,203 arrivals followed in all regions, and the highest year-on-year second place and the United States was growth of 13.72% was from the Americas third (refer to Figure 3).
Figure 3: Q4 2007 Top five overseas source markets for South Africa (excluding December)
100,000
80,000
60,000
40,000
20,000
Number of arrivalsNumber 0 October November Total UK 46,190 48,994 95,184 Germany 29,809 34,394 64,203 USA 24,452 21,355 45,807 Netherlands 18,250 14,968 33,218 France 11,567 13,364 24,931
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 PROVINCIAL TRENDS
The Western Cape achieved 5.75% growth While full figures are still to come, modest in international arrivals in Q3 2007 from growth in international arrivals is anticipated 374,637 in 2006 to 396,194 in 2007. There for 2007. Q4 2007 short term lodging were 1.23 million international arrivals to the statistics for the province show growth in Western Cape between January and occupancy rates, average room rates and September 2007 representing 1.64% Revenue Per Available Room (RevPAR) increase from the same period in 2006. (refer to Table 1).
Table 1: Lodging statistics for the Western Cape Province
Month/Item % Occupancy Average room rate (R ) RevPAR (R )
2007 2006 %change 2007 2006 %change 2007 2006 %change
October 66.9 66.5 0.7 735.35 659.77 11.5 492.24 438.70 12.2 November 87 84.2 3.3 874.33 785.86 11.3 760.49 661.5 14.9 December 72 72.1 0.2 909.63 904.84 0.5 655.09 652.67 0.4 Q4 2007 75.3 74.3 1.4 839.77 783.49 7.2 635.94 584.29 8.8
(Source: Deloitte HotelBenchmark, 2008)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 INDICATORS
ACSA Cape Town International Airport Arrivals
Figure 4: Q4 2005-2007 International arrivals through Cape Town International Airport
250,000 8
7 growth % 06/07 200,000 6 150,000 5 4 100,000 3 50,000 2 1 0 0 International arrivals October November December Total 2005 53,031 61,745 67,404 182,180 2006 48,729 69,035 76,022 193,786 2007 52,202 72,060 77,712 201,974 06/07 % growth 7.13 4.38 2.22 4.23
(Source: ACSA, 2007)
There were a total of 201,974 international growth from 193,786 international arrivals in arrivals through Cape Town International Q4 2006. All three Q4 months showed Airport in Q4 2007, representing 4.23% growth from the previous year.
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 5: Q4 2005-2007 Regional arrivals through Cape Town International Airport (ACSA,2008)
25,000 0 -1 20,000 -2 growth %06/07 15,000 -3 10,000 -4 -5 5,000 -6 Regional arrivals 0 -7 October November December Total
2005 7,094 6,337 6,773 20,204 2006 7,271 6,608 6,599 20,478 2007 7,017 6,518 6,165 19,700 06/07 % growth -3.49 -1.36 -6.58 -3.80
There was 3.80% year-on-year decrease in previous year. Q4 2007 Domestic arrivals regional arrivals through Cape Town through Cape Town International Airport International Airport in Q4 2007. The highest reached 915,452. All Q4 months recorded decrease of 6.58% was recorded in growth with October registering the highest December. Q4 2007 achieved 10.7% (16.35%) year-on-year growth among the increase in domestic arrivals from Q4 of the three Q4 months (Figure 6).
Figure 6: Q4 2005-2007 Domestic arrivals through Cape Town International Airport (ACSA,2008)
1,000,000 18 16 s 06/07 %growth 800,000 14 12 600,000 10 400,000 8 6 200,000 4
Domestic arrival Domestic 2 0 0 October November December Total
2005 240,277 234,079 264,222 738,578 2006 263,858 260,835 302,218 826,911 2007 306,992 298,558 309,902 915,452 06/07 % growth 16.35 14.46 2.54 10.7
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 ATTRACTIONS Kirstenbosch Botanical Gardens Decrease was recorded in all the three Q4 Kirstenbosch Botanical Gardens months with October having the highest experienced a 3% decrease in visitation in decrease of 3.68%. Q4 2007 from the same period in 2006.
Figure 7: Q4 2007 visitation to Kirstenbosch Botanical Garden
250,000 0.00 -0.50 06/07 %Change 200,000 -1.00 150,000 -1.50 -2.00 100,000 -2.50 50,000 -3.00
Number of visitors of Number -3.50 0 -4.00 October November December Q4 Total 2004 65,949 68,582 66,849 201,380 2005 71,978 68,669 72,741 213,388 2006 66,465 68,060 74,166 208,691 2007 64,016 66,224 72,172 202,412 06/07 %Change -3.68 -2.70 -2.69 -3.01
(Source: Kirstenbosch Botanical Garden, 2007)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Worcester Living Open-Air Museum at Kleinplasie Figure 8: Q3 2007 Worcester Living Open-Air Museum at Kleinplasie
10000 30
25 8000 06/07 growth % 20 6000 15 4000 10
2000 5 Number of visitors
0 0 October November December Total 2006 2201 2300 3502 8003 2007 2605 2854 3546 9005 06/07 % growth 18.36 24.09 1.26 12.52
(Source: Worcester Living Open-Air Museum, 2007)
The Worcester Living Open-Air Museum at Table Mountain Aerial Cableway Kleinplasie received 9005 visitors in Q4 Visitation to Table Mountain through the 2007 12.52% more than Q4 the previous aerial cableway declined by 4.57% in Q4 year. All the months recorded positive year- 2007 compared to the same period in 2006. on-year growth: 18.36% in October; 24.09% October and November both recorded a in November and 1.26% in December. decrease of 4.12% and 15.88% respectively (Figure 9). December, with 3.90% growth, was the only Q4 month with positive growth in 2007.
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 9: Q4 2006/2007 visitation to Table Mountain through Aerial Cableway
300000 5.00% 3.90%
250000 0.00%
200000 -4.12% 2006 -4.57% -5.00% 150000 2007 -10.00% 06/07 % 100000 growth -15.00% 50000 -15.88%
0 -20.00% October November December Total
(Source: Table Mountain Cableway, 2007) Table Mountain National Park: 2006. December recorded double digit Boulders growth of 26% masking the negative year- Table Mountain National Park: Boulders on-year growth of 1.4% and 6.6% recorded received a total of 217,028 visitors in Q4 in the other two Q4 months of October and 2007 representing 6.12% growth from Q4 November respectively.
Figure 10: Q4 2004- 2007 visitation to Table Mountain National Park: Boulders
250,000 30.00 s
25.00 % growth 06/07 200,000 20.00 150,000 15.00 10.00 100,000 5.00 0.00 50,000 -5.00 number of visitor 0 -10.00 October November December Total
2004 57,428 64,977 63,532 185,937 2005 61,665 65,904 65,394 192,963 2006 63,872 71,311 69,320 204,503 2007 62,965 66,592 87,471 217,028 06/07 % growth -1.42 -6.62 26.18 6.12
(Source: Table Mountain National Park, 2007)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Table Mountain National Park: Cape of Good Hope Figure 11: Q4 2004-2007 visitation to Table Mountain National Park: Cape of Good Hope
300,000 5.00 06/07 % change % 06/07 250,000 0.00 200,000 -5.00 150,000 -10.00 100,000 50,000 -15.00
number of visitors 0 -20.00 October November December Total 2004 77,553 86,690 104,910 269,153 2005 77,146 82,298 97,135 256,579 2006 78,933 90,954 108,391 278,278 2007 78,759 74,433 111,293 264,485 06/07 % growth -0.22 -18.16 2.68 -4.96
(Source: Table Mountain National Park, 2007) Table Mountain National Park: Cape of compared to the same period in 2006. Good Hope received 264,485 visitors in Q4 However, double digit growth (17.6%) was 2007, 4.96% less than Q4 2006. November recorded for the month of October which and October both recorded negative year- coincides with the popular flower season. A on-year growth of 18.16% and 0.22% decrease in visitation was experienced in respectively. December was the only Q4 November and December of 2007 compared month posting positive growth of 2.68%. to the same period in 2006. December accounted for the majority of the Q4 2007 West Coast National Park visitors to the park (refer to Figure 12). West Coast National Park received 24,447 visitors in Q4 2007. The park experienced an overall 7.24% decline in visitation
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 12: Visitation to West Coast National Park (Source: West Coast National Park, 2008)
30000 20 15 25000 10 20000 5 15000 0 -5 10000
-10 06/07%Change
number of visitors number of 5000 -15 0 -20 October November December Total 2006 4842 6551 14963 26356 2007 5693 5492 13262 24447 06/07%Change 17.6 -16.2 -11.4 -7.24
Table 2: Q4 2007 West Coast National Park visitation statistics Visitor Information October November December Totals
Overnight Guests 2006 803 858 928 2,589 Overnight Guests 2007 1,216 1,022 452 2,690 06/07%Change 51.43 19.11 -51.29 3.9 Day Guests 2006 2,813 3,837 12,698 19,348 Day Guests 2007 3,148 2,785 11,718 17,651 06/07%Change 11.91 -27.42 -7.72 -8.77 International Guests 2006 1,226 1,856 1,337 4,419 International Guests 2007 1,329 1,685 1,092 4,106 06/07%Change 8.4 -9.21 -18.32 -7.08 Domestic Guests 2006 3,616 4,695 13,626 21,937
Domestic Guests 2007 4,364 3,807 12,170 20,341 06/07%Change 20.69 -18.91 -10.69 -7.28
(Source: West Coast National Park, 2008)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Table 2 above provides a breakdown of the decrease in day visits. Overall, the park number of visitors to West Coast National experienced 8.77% decrease in day visits. Park during Q4 2007. Overnight guests However, an increase in international visitors increased for the months of October was recorded in October (8.4%), but the (51.43%) and November (19.11%), while a other two Q4 months recorded a decrease in decline (-51.29%) was experienced in international visitors (refer to Table 2). December. There was an overall 3.9% year- on-year increase in overnight visits in Q4 Robben Island 2007. Robben Island experienced a remarkable
double digit year-on-year growth of 42.57% An increase in day visits was recorded in in Q4 2007. The highest growth of over 50% October. November with -27.42% and was recorded in December (Figure 13) December (-7.72%) both recorded a
Figure 13: Q4 2006-2007 visitation to Robben Island
120,000 60
100,000 50 06/07 % growth % 06/07 80,000 40
60,000 30
40,000 20
number of visitorsnumber of 20,000 10
0 0 October November December Total 2006 22,354 22,782 22,980 68,116 2007 32,574 28,498 36,042 97,114 06/07 % growth 45.72 25.09 56.84 42.57
(Source: Robben Island, 2007)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 V& A Waterfront Figure 14: Q4 2007 V&A Waterfront
Q4 06/07 Visitation to V & A Waterfront
7,000,000 4.00 6,000,000 3.00 5,000,000 2.00 4,000,000 1.00 3,000,000 0.00 2,000,000 -1.00 06/07 %Change
Number of Visitors 1,000,000 -2.00 0 -3.00 October November December Q4 Total 2006 1,747,012 1,865,378 2,321,142 5,933,532 2007 1,769,739 1,924,345 2,270,199 5,964,283 06/07 %Change 1.30 3.16 -2.19 0.52
(Source: V&A Waterfront, 2007) In Q4 2007 the V&A Waterfront experienced December was the only Q4 month that a slight increase of 0.52% from Q4 2006. experienced a decline of 2.19%.
Visitation to Cango Caves Figure 15: Q4 2004-2007 Visitation to Cango Caves
100,000 4.00 80,000 2.00 0.00 60,000 -2.00 40,000 -4.00 20,000
-6.00 06/07% Change Number of visitors 0 -8.00 October November December Total 2004 21,982 22,670 32,730 77,382 2005 19,482 23,643 32,857 75,982 2006 20,391 24,041 33,266 77,698 2007 20,800 22,321 32,957 76,078 06/07 %Change 2.01 -7.15 -0.93 -2.08
(Source: Cango Caves, 2008) 14
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 In Q4 2007 Cango Caves experienced a negative year-on-year change in visitation. slight (2.08%) decrease in visitation from the December recorded the highest growth of same period in 2006. October was the only 5.11%. There, however, was overall Q4 2007 month that experienced year-on- negative year-on-year change (-2.13%) in year growth. number of foreign visitors due to poor performance in October and November. Figure 16 below illustrates visitation to Cango Caves by foreign nationals. November was the only Q4 month with
Figure 16: Q4 2004-2007 visitation to Cango Caves
50,000 6.00 4.00 40,000 2.00 30,000 0.00 -2.00 20,000 -4.00 -6.00 10,000 -8.00 06/07 %Change
Number of foreign visitors 0 -10.00 October November December Total 2004 15,604 18,118 9,383 43,105 2005 13,233 18,481 9,081 40,795 2006 13,862 18,271 8,994 41,127 2007 13,906 16,891 9,454 40,251 06/07 %Change 0.32 -7.55 5.11 -2.13
(Source: Cango Caves, 2008)
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Q4 2007 CAPE TOWN & WESTERN CAPE VISITOR TRENDS
This section covers an analysis of Western Origin of visitors Cape travel and tourism trends by region. The United Kingdom was the largest source This issue includes all Western Cape of overseas visitors, followed by Germany regions, but the West Coast. The first (15.7%), the Netherlands (7%) and Sweden section discusses overall trends in the (3%). Other overseas countries in the top Western Cape and the second section ten source markets to the Western Cape covers trends by individual regions. included: the United States (2.8%), Switzerland (2.4%), France (2.3), Belgium There were a total of 3,064 responses from (2.1%), Canada and Australia (1.7% each) the Western Cape in Q4 2007 from the (refer to Figure 17). Of the domestic visitors, following regions: Cape Winelands, Cape most were from the Western Cape (44.4%), Karoo, Cape Garden Route & Klein Karoo, followed by Gauteng (33.2%), KwaZulu- Cape Overberg, and Cape Town. Natal (5.9%), Eastern Cape (5.8%), the Free State (3.5%) and others (refer to Figure 18).
Figure 17: Q4 2007 Origin of overseas visitors
20 18.1 18
s 15.7 16 14 12 10 8 7 6 3 2.8 4 2.4 2.3 2.1
% of overseas visitor 1.7 1.7 2 0
K s n e U nd m nd de USA la nc iu ralia rla we st ermany Fra Canada G S itzer Belg Au ethe w N S
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 18: Q4 2007 Domestic visitors’ province of origin
50 44.4 45 s 40 33.2 35 30 25 20 15 10 5.8 5.9
% domestic visitor 3.5 5 2.4 0.7 1.9 2.1 0
e ng t e ape KZN C West rn Cape rth Gaut ern Limpopo e stern Cape t Free Sta No Mpumalanga We Eas North
Travel group size and length of stay stayed for one night in the Western Cape Figure 19 illustrates travel group sizes of towns, 9.2% for two nights and 11.1% for visitors to the Western Cape in Q4 2007. three nights (Figure 20). The overall average 60.3% travelled in pairs, 10.6% threes. The length of stay was five nights. average travel group size was three and the most common was two. 35.1% of the visitors
Figure 19: Q4 2007 Travel group size
six+, 4.7%
fives, 3.3% alone, 8.7% fours, 12.1%
threes, 10.6%
tw os, 60.3%
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Figure 20: Q4 2007 Length of stay
8+ nights: 13.0% 7 nights: 6.1%
6 nights: 3.1% 1 night: 35.1%
5 nights: 4.9%
4 nights: 7.1% 3 nights: 2 nights: 19.2% 11.1%
Even though the most common length of different Western Cape regions by origin of stay in towns was one, the trend varied visitor. The length of stay in each region tremendously between different regions and also varied by town and this is discussed also by origin region of visitors. Table 3 under each regional section. illustrates the average length of stay in
Table 3: Average length of stay in the regions by origin of visitor Region Average length of stay (nights)
Overseas Africa(excluding domestic) Domestic All Cape Town (n=1011) 6.9 5.7 3.2 6.3 Cape Garden Route (n=381) 1.9 - 3.4 2.5 Cape Winelands (n=679) 3.6 - 2.9 3.3 Cape Overberg (n=236) 2 - 2.9 2.3 Blank spaces indicate inadequate responses from that group to make conclusions
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Western Cape Tourism Barometer Volume 2. Issue 1. March 2008 Main purpose of visit and mode of honeymoon (0.9%), visiting friends and transport relatives (0.7%) and others. Most visitors Most (94%) of visitors to the Western Cape (84.3%) made use of cars as their mode of indicated that their main purpose for visiting transport, followed by public transport with was holiday, followed by business (3.6%), 6.1%.
Figure 21: Q4 2007 Mode of transport
90 84.3
t 80 70 60 50 40 30 20
% mode of transpor mode % 6.1 10 1.3 0.1 1.7 0.5 2.3 0.3 1.2 2.3 0
l i ir ice Car A ike Rai Bus Tax Foot B erv
4x4 Truck Transport
Shut tle s ublic P
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Q4 2007 CAPE TOWN REGIONAL TRENDS
There were a total of 1171 responses Africa (excluding domestic) (2.4%) (refer to obtained from the Cape Town Region in Q4 Figure 22). UK was the largest (25.4%) 2007 from the following visitor information source market, followed by Germany centres (VIC’s): Cape Town Burg Street, (16.2%), and South Africa accounting for Waterfront Gateway, Somerset West, 14.6%. Other top source countries included Muizenberg/Simonstown, Cape Town the Netherlands (5.5%), Sweden (5.2%) and International Airport (CTIA) international and USA with 3.8%. Of the domestic visitors, domestic terminals, Blaauwberg, most were from Guateng (50%). The Willowbridge, Kirstenbosch, Hout Bay, Western Cape followed with 16.7%, a further Tygervalley and Table Mountain. 15.2% were from KwaZulu-Natal, 8% from Eastern Cape and others (refer to Figure Origin of visitors 23).
The majority (82.9%) of visitors were from overseas, followed by domestic (14.7%) and
Figure 22: Origin region of visitors
2.4% 14.7%
82.9%
Overseas Domestic Africa (excluding domestic)
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Figure 23: Q4 2007 Domestic visitors’ province of origin
60% 50%
s 50% 40% 30% 16.7% 20% 15.2% 8% 2.9% 2.2% 10% 2.9% 2.2%
% of domestic visitor domestic %of 0%
g e t n tal p s e a tate e ut N S W a n Ca G r ee rth umalanga o stern Cape Fr N e wazulu aste Mp W K E Northern Cape
Travel Group size and length of stay and 19.1% travelled alone. 52.6% of The average as well as the most common domestic visitors travelled in pairs and travel group size for Cape Town was two. 22.7% alone. Of the African (excluding 59.6% travelled in pairs, 19.9% alone, 8.9% domestic) visitors, 37% travelled in pairs and in fours and 7.4% in three’s. Of the overseas 29.6% alone (Figure 24). visitors, majority (61.4%) travelled in pairs
Figure 24: Travel group size by origin region
70.0%
60.0%
50.0% alone twos 40.0% threes 30.0% fours fives 20.0% six + 10.0%
0.0% Overseas African (excluding Domestic domestic)
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The majority (86.3%) of visitors stayed nights and 9.5% stayed for one night. 26.6% overnight. Of the overseas visitors, 86.6% of domestic visitors stayed for one night, stayed overnight and 13.4% were day 25.2% for two nights and 21% for three visitors. The majority (86.1%) of domestic nights. 24% of African (excluding domestic) visitors stayed overnight and 13.9% visited visitors stayed for three nights, 16% for two for the day. Almost all (92.6%) African nights and 12% for four nights (Figure 25). (excluding domestic) visitors stayed overnight, with only 7.4% day visitors. The average length of stay was six nights and the most common was three nights. The 12% of the visitors stayed for one night, findings show that overseas visitors tend to 11.7% for two nights, 16.7% for three nights stay longer than both domestic and African and 12.4% for four nights. Of the overseas (excluding domestic) visitors. .However, the visitors, 15.6% stayed for three nights, travel group size didn’t vary much with origin 13.2% for four nights, 11.2% for seven region of visitor. (Table 4).
Figure 25: Common length of stay by origin region
30.0%
25.0% 1 night 2 nights 20.0% 3 nights 4 nights 15.0% 5 nights
10.0% 6 nights 7 nights 5.0% 14 nights
0.0% Overseas African (excluding Domestic domestic)
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Table 4: Average length of stay and travel group size by origin Origin of visitor Average Length of stay (nights) Travel group size Overseas 6.9 2.4 Africa (excluding domestic) 5.7 2.3 Domestic 3.2 2.3 All 6.3 2.4
Purpose of visit and mode of transport The main purpose of visit to Cape Town was The majority (63%) of visitors used cars as holiday (89.9%). 6.7% travelled for business, their mode of transport, followed by public 1.4% for wedding and honeymoon purposes. transport (17.5%), taxi services (6.8%) and Of the overseas visitors, almost all (94.4%) shuttle services (6.5%). 61.7% of overseas visited for holiday and 2.7% for business. Of visitors travelled by car and 20.7% utilised domestic visitors, 67.4% travelled for public transport and shuttle services (5.5%). holiday, 26.4% for business, 2.8% visited Of the domestic visitors, 77.6% used cars, friends and relatives (VFR) and 2.8% were 11.9% taxis and 8.2% shuttle service. on honeymoon. 81.5% of African (excluding African visitors mostly used cars and shuttle domestic) visitors travelled for holiday, service (26.1% each) and 21.7% used public 14.8% for business and 3.7% for education transport. (Figure 26).
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Figure 26: Purpose of visit
100.0% 90.0% holiday 80.0% 70.0% business 60.0% education 50.0% 40.0% VFR 30.0% 20.0% honeymoon 10.0% 0.0% Overseas Africa Dom e s tic All (excluding domestic)
Information Sources visitor information centres (VICs) were their Friends and relatives (44.2%) continue to source of information followed by online rank top on “how the visitors hear of the sources (14.5%), media (12.2%), personal destination” and the trend didn’t vary much experience (5.8%), travel books (3%) and with origin of visitor. 18.2% indicated that schools (2.1%) (Figure 27).
Figure 27: Main source of information
VICs, 18.2%
travel books, 3.0% friends & relatives, 44.2%
online, 14.5%
personal experience, 5.8% media, 12.2% school, 2.1%
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46.3% of overseas visitors heard of the 9.1% from school and 4.5% from the media. destination from their friends and relatives, The consistent appearance of personal 16.9% from online sources, 13% from VIC’s, experience as source of information 12.4% from the media and 5.4% from indicates that the destination enjoys personal experience. Of the domestic substantial repeat business. visitors, 39.3% heard of the destination from friends and relatives, 37.5% from VIC’s, Daily Budget 12.5% from the media and 6.3% from The average daily budget for this quarter personal experience. 36.4% of African was R742.43. However, the most common visitors heard of the destination from their daily budget was R500.00. The most friends and relatives. A further 22.7% common daily budget for overseas visitors obtained information from VIC’s, 13.6% from was R500.00, R400.00 for domestic visitors online sources and personal experience, and R300.00 for African visitors (Table 5).
Table 5: Daily budget by orign Origin Daily budget (Rands) Average Most common Overseas 771.73 500 Africa (excluding domestic) 685.38 300 Domestic 677.2 400 All 742.50 500
Repeat visits overseas visitors, 55.3% said they would visit again, 43.5% said they might and 1.2% Asked if they would visit again, 60.8% said said they would not visit again. Almost all they would, 38.2% said they might and 1.0% (91.3%) domestic visitors said they would said they would not. The majority across all visit again, 8.7% said they might. 84% of source markets indicated they would African visitors said they would visit again, definitely visit Cape Town again. Of the 16% said they might.
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Q4 2007 CAPE TOWN LODGING STATISTICS
A total of 237 responses were received in The summary for Q4 2007 lodging statistics Q4 2007, equally distributed among the is presented below: three Q4 months of October, November and Average Occupancy: 70.8% December. All the four Cape Town regions Average room rate: R895.54 were represented as follows: Cape Town RevPAR: R633.59 Central, 24.1% and 25.3% each for the other Forward booking January (as reported in three regions (East, North and South). Four December): 66.5% lodging categories were represented Forward booking February (as reported in including: Hotels (25.7%), Guest Houses December): 62.3% (23%), Self Catering (27%) and B&Bs Forward booking March (as reported in (24.3%). Star rating of the participating December): 60.6% establishments is presented in figure 28.
Figure 28: Star Grading of participating lodging establishments
2-star, 1.3% Unspecified, 3-star, 16.5% 46.8%
4-star, 29.1%
5-star, 6.3%
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Table 6: Q4 2007 Cape Town lodging statistics by month Month Occupancy (%) Average Room Rate ( R ) October 64.6 859.93 November 69.1 891.08 December 78 936.58 All 70.8 895.54
The month of December achieved both the months following December, followed by highest occupancy and average room rates Cape Town Central. as shown in Table 6. Analysis of the data by Cape Town region showed that Cape Town Hotels achieved the highest average room Central achieved both the highest average rate (R1,480.84) and occupancy rate room rate (R1,400.63) and occupancy rate (79.86%) followed by self-catering (82.91%). Cape Town South had the second establishments. Hotels also had the highest highest average room rate (R930.98) while forward booking rates for the three months Cape Town East had the second highest following December 2007 (Table 8). First occupancy rate (72.68%) (Table 7). quarter 2008 outlook was good as lodging However, Cape Town East had the highest establishments were already over 60% percentage forward bookings for the three booked for January, February and March 2008 by December 2007.
Table 7: Q4 2007 Lodging statistics by Cape Town Region Cape % Average RevPAR *%Forward *%Forward *%Forward Town Occupancy Room Rate ( R ) booking booking booking Region ( R ) 1 month 2 months 3 months Central 82.9 1400.63 1161.26 75.2 65.6 57.2 East 72.7 583.83 424.33 76.5 80 79.3 South 59.0 930.98 549.46 57.8 45.4 48.1 North 67.2 617.93 425.31 54.2 50.4 46.6 All 70.8 895.54 633.59 66.5 62.3 60.7 *December as benchmark month
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Table 8: Q4 2007 lodging statistics by category of establishment Category Average % RevPAR *% *% *% Room Rate Occupancy ( R) Forward Forward Forward (R) booking booking booking 1month 2months 3months Hotel 1480.84 79.9 1182.60 76.4 74.5 72.1 Guest House 745.60 67.3 501.86 62.2 48.4 432 B&B 592.15 69.1 409.23 65.1 60.3 62.6 Self Catering 757.48 69.7 527.89 62.4 68.7 68.1 *December as benchmark month
Analysis of different lodging category Booking Method performance in each region shows that Telephone was the single most common Cape Town Central’s performance as booking method through which the indicated by both average room rates and participating establishments received the occupancy rates was generally very high. bulk of their bookings. 27.4% of the Lodging performance statistics for Cape establishments received the bulk of their Town East and North were overall lower bookings via all three methods while 20.7% than those for Central and South (refer to received their bookings through both Table 9 below). telephone and e-mail (refer to Figure 29).
Table 9: Lodging statistics by Cape Town region and category of establishment Category/ Cape Town Central Cape Town East Cape Town South Cape Town North Region Ave. %Occu- Ave. %Occu- Ave. %Occu- Ave. Room %Occu- Room pancy Room pancy Room pancy Rate (R) pancy Rate (R) Rate (R) Rate (R) Hotel 2298.79 89.4 836.00 77.4 1879.00 75.4 884.62 77.1 Guest 1091.67 78.9 444.67 67.3 717.50 70.3 547.50 44.7 House B&B 1220.57 82.2 373.33 71.7 354.00 48.6 396.25 68.1 Self 1013.57 81.5 681.33 74.3 714.27 48.8 607.92 70.8 Catering All 1400.63 82.9 583.83 72.7 992.28 61.2 610.00 67.2
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Figure 29: Method through which bulk of bookings were received
All 3 methods, Telephone, 23.2% 27.4%
E-mail, 5.5% Telephone & Web, 6.3% Web, 7.6% E- m ail & We b , Telephone & 4.2% E-mail, 20.7%
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Q4 2007 CAPE OVERBERG REGIONAL TRENDS
There were a total of 304 responses 70.8% of the respondents from obtained from the Overberg Region in Q4 Hangklip/Kleinmond were domestic visitors 2007, distributed across the towns of and 29.2% were from overseas. The Hangklip/Kleinmond (8.6%) and Swellendam overseas visitors were from the UK (12.5%), (91.4%). 8.3% from France, 4.2% from Netherlands and Norway (4.2%). Findings show the
complete opposite for the town of Origin of visitors Swellendam, with the majority (68.9%) 65.6% of the respondents were overseas originating from overseas and 30.7% and 34% domestic. Among the overseas domestic. Of the overseas visitors, most visitors, the top source countries were the (23.5%) were from the UK, followed by UK (22.6%), Germany (16%), Netherlands 17.4% from Germany, 10.6% from (10.1%), Switzerland (3.5%) and 2.8% each Netherlands and 3.8% from Switzerland. for France and Belgium.
Figure 30: Visitor origin region
80.0 70.0 60.0 50.0 40.0 30.0
% of% visitors 20.0 10.0 0.0 Hangklip/Kleinmond Swellendam Overseas 29.2 68.9 Domestic 70.8 30.7
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Of the domestic visitors, the majority Figure 31). The main domestic source (52.2%) were from the Western Cape provinces for each of the participating towns Province, followed by 36.7% from Gauteng, were the Western Cape, Gauteng, KwaZulu-Natal and Mpumalanga (refer to Mpumalanga and Free State. Figure 31: Domestic visitors’ province of origin
Eastern Cape 1.1%
Northern Cape 1.1%
Free State 2.2%
KwaZulu-Natal 3.3%
Mpumalanga 3.3% 36.7% Gauteng 52.2% Western Cape
Figure 32: Origin of domestic visitors by participating Overberg Towns
70.0 58.8 Gauteng
60.0 50.7 50.0 Western Cape 38.4 40.0
% of visitors % of 29.4 Mpumalanga 30.0 20.0 Free State 5.9 5.9 10.0 2.7 4.1 KwaZulu-Natal 1.4 0.0 Hangklip/Kleinmond Swellendam
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Travel group size and length of stay sixes (refer to Figure 33). Of the overseas The overall average and most common visitors, 75.8% travelled in pairs, 11.8% in travel group size was two. The majority fours, 5.4% in threes and 2.2% alone. Most (68.4%) of visitors travelled in pairs, 11.2% (52.2%) domestic visitors travelled in pairs, travelled in fours, 9.2% in threes, 5.1% 16.3% in threes, 12% alone and 10.9% in travelled alone, 2% in fives and 2.4% in groups of four.
Figure 33: Travel group size
7+, 1.6%
sixes, 2.4% alone, 5.1% fives, 2.2%
fours, 11.2%
threes, 9.2%
tw os, 68.4%
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Figure 34: Travel group size by origin region of visitor
80.0% 75.8% 70.0% 60.0% One 52.2% 50.0% Two 40.0% Three 30.0% % of visitors 20.0% 16.3% Four 11.8% 12.0% 10.9% 5.4% 10.0% 2.2% 0.0% Overseas Domestic
The overall average length of stay was two stayed overnight, with the majority (50.7%) nights, however, the most common length of staying for one night, 32.9% for two nights, stay was one night. 77.6% of the visitors 7.9% for three nights and 2% for four nights. stayed overnight and 22.4% were day However, the majority (41.7%) of domestic visitors. 47% stayed for one night, 35.6% for visitors stayed for two nights, followed by two nights, 6.8% for three nights and 2.5% 36.1% staying for one night (refer to Figure for four nights. 80.4% of overseas visitors 35).
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Figure 35: Length of Stay by origin
60.0%
50.0%
40.0% 1 night 2 nights 30.0% 3 nights 4 nights 20.0% 5+
10.0%
0.0% Overseas Domestic All
Main purpose of visit & mode of visitors, 73.2% travelled by car, 24.4% by transport bicycle and 1.2% by bus. The majority (98.7%) of visitors visited for holiday. Of the overseas visitors, almost all General comments about the (99.5%) visited for holiday. 97.9% of Overberg All the comments for the destination were domestic visitors were in the destination for positive. There were no negative comments holiday and 2.1% for business. on the destination from both overseas and
88.9% of visitors travelled by car, 8.2% by domestic visitors. Visitors to both bike and 2.5% by bus. Of the overseas Hangklip/Kleinmond and Swellendam visitors, 95.1% travelled by car, 3.3% by bus provided good feedback on the customer and 1.6% by bycicle. Of the domestic service received at the respective tourism offices.
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Q4 2007 CAPE GARDEN ROUTE REGIONAL TRENDS
There were a total of 555 responses from 36). South Africa with 46.7% was the single the Cape Garden Route region in Q4 2007, highest source market followed by Germany from five towns including Uniondale (5.2%), (13.9%), UK (12.8%) and the Netherlands De Rust (3.1%), George (15.9%), (8.4%). Oudtshoorn (53.9%) and Mossel Bay (2%). Of the domestic visitors 40.5% were from The responses were distributed across the the Western Cape, 31.7% from Gauteng, three Q4 months as follows: October, 8.8% from the Eastern Cape and smaller 15.1%; November, 33.3% and 51.5% in percentages from the other provinces (refer December. to Figure 37).
Origin of Visitors 52.7% of the respondents were from overseas, 46.7% domestic and 0.5% from Africa (excluding domestic) (refer to Figure
Figure 36: Origin region of visitors
Overseas: 52.7%
Domestic: 46.7%
Africa (excluding dom estic): 0.5%
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Figure 37: Q4 2007 Domestic visitor province of origin
North West 1.8%
Limpopo 1.8%
Mpumalanga 2.6%
Nor the r n Cape 3.1%
Kw aZulu-Natal 4.0%
Fre e State 5.7%
Eastern Cape 8.0%
Gauteng 31.7%
Western Cape 40.5%
Analysis of origin by participating location Oudtshoorn that had more overseas than showed that most of the visitors in the domestic visitors. participating towns were domestic except for Figure 38: Origin region by participating Garden Route town
100.0%
90.0% 86.2% 80.0% 74.2% 70.9% 70.0%
s 61.6% 60.0% 50.0%
40.0% 38.4%
% of Visitor % of 28.0% 30.0% 25.8% 20.0% 13.8% 10.0% 1.0% 0.0% Uniondale De Rust George Oudtshoorn Overseas Domes tic Africa (excluding domestic) 36
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Travel group size
variation in travel group size there was a The overall average travel group size was substantial proportion of domestic visitors three and the most common was two. 61.9% travelling in fives and sixes than there were of the respondents travelled in twos, 14.8% overseas visitors. However, there was also a in fours, 8.7% in threes and 5.5% alone substantial proportion (3.1%) of overseas (refer to Figure 39). Average travel group visitors travelling in groups of seven and size didn’t vary much with origin region of more probably in arranged tour groups (refer visitor. The average group size for overseas to figure 40). There were not enough African was 2.8 while that for domestics was 2.9. (excluding domestic) visitors to include in While there wasn’t much origin region comparisons.
Figure 39: Travel group size
seven +, 3.0%
sixes, 2.4% alone, 5.5% fives, 3.6%
fours, 14.8%
threes, 8.7%
tw os, 61.9%
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Figure 40: Travel group size by origin region of visitor 80.0% 70.0% 60.0%
s 50.0%
40.0% 30.0% % of visitor % of 20.0% 10.0% 0.0% Overseas Domestic
alone 4.5% 6.9% twos 70.9% 50.5% threes 5.6% 13.0% fours 13.1% 17.1% fives 2.6% 4.6% sixes 0.4% 5.1% Seven+ 3.1% 2.8%
Length of Stay average length of stay of seven nights, 10 The overall average length of stay in the nights for domestic visitors and 3.2 nights for participating Cape Garden Route Towns overseas visitors. Overall average length of was 2.5 nights but the most common was stay for the whole trip was 16.3 nights, 24 one night. Average length of stay for nights for overseas visitors and 11 nights for overseas visitors was two nights and that for domestic visitors. This finding shows that domestic visitors was 3.4 nights. 54.9% overseas visitors spend about a sixth of their stayed for one night and 25.7% for two entire trip time in the Cape Garden Route nights. However, average length of stay towns suggesting that they visit multiple varied with town and origin region of visitor destinations in one trip. (Figure 41). George had the highest overall
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Figure 41: Average length of stay by origin region and participating town. 12 10.3 10
8 7.4
6
3.5 4 3.2 2.3 1.7 1.7 1.7 1.9 2 Ave. Length of (nights) stay
0 De Rust George Oudtshoorn
Overseas Dom e s tic All
Mode of transport and purpose of visit were in the destination on holiday and 2.1% Almost all (95.7%) of the visitors used car as on business. The pattern didn’t vary much their mode of transport in the destination with origin of visitor. followed by bus (3.3%). 97% of the visitors
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Q4 2007 CAPE KAROO REGIONAL TRENDS
There were only 28 responses received from Group size, length of stay and purpose of the Cape Karoo region in Q4 2007 from the visit Laingsburg visitor information centre. Most visitors (35.7%) of the respondents Because of the low response rate, not much travelled in pairs, followed by groups of four analysis could be done for the region in this (25%). The average group size was three. quarter. Only a few general descriptives are, 89.3% of the respondents indicated that their therefore, presented below. main purpose of visit was holiday.
Origin of Visitor General comments 92.9% (26 of the 28) of the visitors were All the comments were positive and the domestic. The domestic visitors were from visitors only had good things to say about the Western Cape (75%), Gauteng (20%) their experience in Cape Karoo. 42.9% and 5% from the Free State as seen in the indicated that the people are very friendly figure 42 below. and helpful and 33.3% indicated that the destination was excellent and that they had a wonderful experience in the destination.
Figure 42: Q4 2007 Domestic visitor’s province of origin
Free State, Gauteng, 5% 20%
Western Cape, 75%
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Q4 2007 CAPE WINELANDS REGIONAL TRENDS
There were a total of 1,006 responses from Origin of visitors the Winelands region in Q4 2007. These 50.8% of the visitors were from overseas, were from Robertson (11.3%), Tulbagh 0.9% from Africa and 48.6% domestic. (52.4%), Ceres (27.3%) and Montagu South Africa with 48.6% was the single (8.9%). The responses were distributed largest source of visitors followed by across the three Q4 months as follows: Germany (16.2%), UK (11.8%) and October, 19.9% November, 21.2% and Netherlands (7.1%). The composition of 58.9% in December. visitors in each participating town varied slightly but the major source markets pretty much dominated across all towns (refer to Table 10).
Table 10: Top three source countries in each participating Cape Winelands town Rank/Town Robertson Tulbagh Ceres Montagu
1 South Africa, UK, South Africa South Africa South Africa (49.4%) Germany (18.9% each) (47.2%) (63%)
2 Netherlands (8.1%) Germany Germany Germany (14.9%) (18.1%) (11.9%)
3 USA (7.2%) UK (14.1%) UK (6.7%) UK & Netherlands (5.7% each)
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Figure 43: Domestic visitors province of origin
Limpopo 0.5%
N.Cape 1.4%
Mpumalanga 2.1%
N.West 2.8%
F.State 2.8%
KZN 4.8%
E.Cape 4.8%
Gauteng 28.6%
W.Cape 52.3%
Of the domestic visitors 52.3% were from the major sources of domestic visitors in all the Western Cape, 28% from Gauteng and a the participating Cape Winelands towns few from the other provinces (Figure 43). (Table 11). Western Cape and Gauteng dominated as
Table 11: Top four domestic visitors’ province of origin by participating Cape Winelands town Rank Robertson Tulbagh Ceres Montagu /Town 1 W. Cape (68.4%) W. Cape W. Cape W. Cape (53.2%) (50.6%) (45.9%) 2 E. Cape & F. State (10.5% Gauteng Gauteng Gauteng each) (28.2%) (31.5%) (29.7%) 3 Gauteng (5.3%) KZN (5.1%) KZN (6.2%) E. Cape (10.8%) 4 N. West (5%) E. Cape (3.7%) E. Cape (4.3%) F. State (8.1%)
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Travel group size
The average travel group size was three, but pairs, 9.6% in fours and 6.7% in threes. the most common group size was two. 46.2% of domestic visitors travelled in pairs, 58.5% of the visitors travelled in pairs, 19.2% in fours and 12.8% in threes (refer to 14.2% in fours and 9.7% in threes (Figure Figure 45). 44). 70.4% of overseas visitors travelled in Figure 44: Travel group size
sevens sixes 1% 8+ fives 3% 4% alone 5% 5%
fours 14%
threes twos 10% 58%
Figure 45: Travel group size by origin region
80.0% 70.0% 60.0% s 50.0% 40.0% 30.0% % of Vi si tor 20.0%
10.0% 0.0% Overseas Domestic
alone 3.9% 4.7% twos 70.4% 46.2% threes 6.7% 12.8% fours 9.5% 19.2% fives 2.2% 8.8% sixes 2.2% 3.4% 7+ 4.8% 5.0%
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Length of stay Figure 46: Most common length of stay
14 nights, 2.1% 10 nights: Other: 1.8% 7 nights, 3.8% 4.6%
5 nights, 2.8%
4 nights, 3.2%
3 nights, 6.0%
1 night, 54.5% 2 nights: 21.2%
The overall average length of stay of visitors Comparing average length of stay among in the participating Winelands towns was the participating Cape Winelands region three nights but the most common length of towns showed that Montagu enjoyed the stay was one night. Average length of stay highest (4.5 nights) length of stay followed for overseas visitors was two nights and that by Ceres. However, Ceres enjoyed the for domestic visitors was three. 54.5% of the highest (5.6 nights) length of stay from visitors stayed for one night, 21.2% for two overseas visitors while Montagu enjoyed the nights, 6% for three nights and the rest for highest length of stay from domestic visitors four nights and longer (Figure 46). (refer to Table 12).
Table 12: Average length of stay by participating Cape Winelands town and region of origin Participating Cape Winelands town Average length of stay (nights) Overseas Domestic All Robertson 3.9 2.6 3.6 Tulbagh 2.9 2 2.4 Ceres 5.6 3.1 4.2 Montagu 3 5.6 4.5 All 3.6 2.9 3.3 44
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Main purpose of visit and mode of were in the destination visiting friends and transport relatives (1%) and for educational purposes The most common purpose of visit among (1%) (Figure 47). The main mode of almost all (95.1%) of the respondents was transport was car (98.4%) and only 0.1% holiday followed by business (2%). A few made use of public transportation.
Figure 47: Main purpose of visit to the Winelands VFR, 1.0% Education, 1.0% Honeymoon, 0.6% Religion, 0.2% Business, 2.0%
Holiday, 95.1%
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Destination Brand Awareness: Domestic Market Study 2007
A brand awareness study was conducted in when thinking of taking a pleasure trip in June 2007 across South Africa to assess the South Africa. Several destinations were level of awareness of brand Cape Town & mentioned, but the top five top of mind Western Cape along with the destination’s (TOM) domestic destinations were: sub-brands. A probability sample of 2,464 • Cape Town (28.5%) was selected from the population 16 and • Durban (24%) over across South Africa. Data collection • Johannesburg (5.2%) was conducted by AC Nielsen through face- • Mpumalanga (4.9%) to-face questionnaire administration. 50.1% • Port Elizabeth (2.4%). of respondents were male, and 49.9% were female. 52.6% were Black, 25.7% were Analysis of the top of mind destinations by White 11.9% were Coloured, and 9.7% were province showed that Western Cape Indian. destinations were at the top followed by KwaZulu-Natal (Figure 48). This implies that Top of Mind (TOM) Destination Western Cape’s destinations come to mind Awareness when people are thinking of taking a Respondents were asked to name any domestic pleasure trip more often than do destination that immediately comes to mind destinations in other provinces. Figure 48: TOM Destination awareness by province
40
35 37 30 29.9 25 20 15 10 % of Respondents % 7.1 5 5.7 5.7 2.3 2.5 0.9 0.2 0 e at KZN eng Cape Cape popo St Cape . aut thwest m . W G E. F N. Li Nor Mpumalanga
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Cape Town was the most visited region by all races and the Overberg the least visited
Figure 49: “Have visited the regions” by race
45.0%
40.0%
35.0%
30.0%
25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Black Coloured White Indian
Cape Tow n 11.0% 35.2% 41.6% 30.0% Cape Winelands 0.8% 17.7% 23.7% 8.3% Cape Overberg 0.4% 13.0% 13.7% 5.4% Cape Garden Route & Klein Karoo 1.7% 25.3% 31.2% 13.8% Cape Karoo 0.9% 9.6% 19.7% 9.6% Cape West Coast 0.8% 19.5% 24.9% 6.3%
Visitation by Living Standard Measure (LSM)
Figure 50: “Have visited the destination” by Living Standard Measurement (LSM)
LSM 1-3, 1.5% LSM 4, 3. 9% LSM 10, 15.2% LSM 5, 5.2% LSM 6, 17.0%
LSM 9, 23.4%
LSM 7, 15.0%
LSM 8, 18.4%
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LSM 9 and 10 accounted for 28.6% of those province were 35 years old and over (Figure who indicated that they had visited Cape 51). Findings of this study, therefore, show Town & the Western Cape. LSM 1-5 that visitors to the province are likely to be: accounted for only 10.6%. Most of those white and secondly coloured; come from who had visited were from Gauteng followed Gauteng, KwaZulu-Natal and Eastern Cape; by KwaZulu-Natal, Eastern Cape and Free 35 years and over and belong to LSM 6 and State. Over 60% of those that had visited the above.
Figure 51: “Have visited the destination” by residence province and age
50.0% 45.0% 40.0% s 35.0% 30.0% 25.0% 20.0% 15.0% % of respondent% 10.0% 5.0% 0.0% e ap 34 24 49 KZN 50+ .C .Stat e 25- 16- 35- E F Gauteng
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Brand Recognition recognised destination brand logo was that Respondents were presented with the for Cape Town, followed by Cape Town & different Cape Town & Western destination Western Cape, Cape Garden Route & Klein brand logos and asked if they recognised Karoo and others (refer to Table 13). 33.4% any of them and what they thought the brand of the respondents did not recognise any of logos meant or represented. The most the destination brands. Table 13: Destination Brand recognition % of respondents Brand logo recognising the brand logo
56.7%
34%
26.7%
23.7%
23%
22.2%
14.4%
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Figure 52: What brand Cape Town & Western Cape represents to the domestic market
City of CT Don’t know emblem Cape 20.3% 11.8% Tourism No th 4.6% t 2 in ris s .4 g u n % To tio ac Ot tr % her: at .8 t non 3 n ouri e i sm 5 in e .4% sh ap un . C O S W ther: he 3% Tou t 4. rism 5.6%
Holiday, lity . Cape tranqui W peace & beaches 1% 3.2%
le Sporting events, eop % P 1.1 running man ing in ax ta 2.3% rel un Mo e % bl .2 t Ta 1 , n Rolling n e u m Mountains F Nature, te i 2% 1.4% c . wilderness x 1 e 1.2%
Figure 53: What Cape Town Routes Unlimited represents to the domestic market
Tourist routes D o of Cape Town, 2 n t , 2 ’t is s .2 k 14.6% r n % u o n o ti N o T c ot w ra % , tt .8 hi a 5 ng , pe % 2. Ca .1 6% . , 4 Othe W m r: to ris re urism u lated To , , 4.9% utes ne Ro Wi % Other: 3.1 non tourism, 3.5% City of Cape
ted Town, 1.7% imi 1% Unl ns, atio , tin ng R es ri oad d u , Ca s to rs pe of n to To ow ra G 1. wn T e a 9% , e op rd p r 1% e a u . n C o 1 1 t Western Cape . R 6% o places & u te resorts, 1.4% ,
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Figure 54: CTT-What the brand represents to the domestic market
D Cape Town 1 o 5 n Tourism logo, ’ . t e 5 23.3% h % % k t n .6 o n i 7 w , a , e e p S , a n N C i ot ta hi n ng u , 1 mo .9 e % % l .3 ab 7 T Ot her , 7% rist Tou s, tion R trac elaxin at g, 4.2% peacef ul, 0.7%
Ca , 0.9% pe T tseeing own, Sigh 3.5%
g, in ak e m ap ay C id in % M ol s .9 o H ce , 0 th u la n e n p ow C ta T a in n p s % e w 1 , in o , 2 T % m e Beaches in iu p r a a the Cape, C u q 1.1% a
Figure 55: This city works for you-What the brand represents to the domestic market
City of Cape n l, D Town, 10.5% w i o c , o T ty n li ’ e 1 t p oun 8 k a c ipa . n y c % 5 C t i 5 n % o i . i O w c 6 ta th un n % e , m u .3 r, o 6 7. M k, 8% le ar ab m T de Not tra hing, 2.1% wn is a ape To C rks for Wel hat wo come city t 5% o to city eople, f Cape its p Town, 0.9% Ra inbow nnaationn,, 44..6 in % ins 2% ta 1. H n n, de ol ou w st ida M To in y e s ati ap i % C on C n 5 r , 5 . eg a .5 w 1 i p % o l, o e T a n T e i f o p c la w a ra g n i- , C lt 1 u .6 m %
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Cape Town & Western Cape www.tourismcapetown.co.za
Figure 56: Words/statements that best describe brand Cape Town and the Western Cape…
Business Beautiful, 32.7% Great destination., Beautiful events, 11.9% white sandy 12.7% beaches, 29.1% Good food & Wine, 28.1%
Diversity Escape of from experiences, busy life 10.8% destination, Friendliness, 13% 25.9% Warm & Wedding, caring, Body, honeymoon 10.5% mind & destination, Outdoor spirit, 6.7% active, 13.2% Vibrant 10.2% Cosmopolitan nightlife, vibe, 7.9% 7.5% Relaxation, 25.1% Welcoming, Natural 13.8% & scenic Shopping, All year beauty, 14.2% Rich culture round 24.1% destination, & heritage, 17.5% 18.2%
Respondents were asked to state five have visited mostly describe brand Cape statements that, in their view, best described Town and the Western Cape as a “Good brand Cape Town & Western Cape. Figure food and wine,” destination while those who 56 above shows in descending order how have not visited mostly perceive the the brand is viewed in the domestic market. destination as just “beautiful” and “relaxing”. Figure 57 shows how the brand is perceived Bordered in green are the destination brand by those who have visited and those who strengths. have not visited the province. Those who
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Cape Town & Western Cape www.tourismcapetown.co.za
Figure 57: What brand Cape Town & Western Cape represents by whether or not one has visited the destination
60.0%
50.0%
40.0%
30.0%
20.0%
% of Responses % 10.0%
0.0%
e e e y e g ts s n n n tiv tiful a if es e o c ation tl h ring en tio io it eaut x h a nc tion at liness a b ac na a oming n d r & Win ig ev i lc o Beau d n & c t tin tinati o ic Rela t be erie s Shoppings sti rien d & Her n n y m ea We e e a d r xp de d F ut foo r r a Gr e n O d u an , mind & spirit W ss dest lt ib y of e o oo l & sce V s life de o G cu te ty in y m ra Bod Cosmopolitan vibe s u hi ey w eris Bu Rich Nat ul year round/Ho if Div g t All in u d d Visited Western Cape e Bea cape from bus s W Not visited Western Cape E
Figure 58 below shows what brand Cape province. ‘Friendly’ and ‘relaxing’ also rank Town and Western Cape represents in the top among those from KwaZulu-Natal. To three major domestic source markets for those from Gauteng the brand represents Western Cape including Gauteng, KZN and “beautiful sandy beaches,” “good food & Eastern Cape. “Just beautiful” is how the wine” and also “relaxation.” Bordered in red domestic market mostly views brand Cape are the current Cape Town & Western Cape Town & Western Cape regardless of source marketing themes. Figure 58: What brand ‘Cape Town & Western Cape’ represents by domestic source market
50 45 40 35 30 25 20 15
% of responses 10 5 0
l it e s y g ir s t t n e ifu es n in lif ing ti on t p c ess r a S tio ht au ache lin e & e ien ina d & W Beau hoppi ig tin B litan viber d S n es nd ien nic Relaxation po r oo nt estinationWelcoming d o F F Great Evence ra d d , Mi e dest d Outdoor Active tur e & heritage ib Warm &on ca un dy sandy b sm V o o o ty of expe Bo ite C i sy lif Goo ral & S rs u u Business destinatione b Nat Rich cul Div Gauteng All year r fr om ng, honeym pe i Beautiful wh ca dd KZN s e E W E.Cape
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Cape Town & Western Cape www.tourismcapetown.co.za