Chris Hani District Municipality Tourism Integrated Plan Kyle
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Chris Hani District Municipality Tourism Integrated Plan (39/2007/DPA (MM)) FINAL DRAFT VERSION 1.5 31 May 2009 Prepared by: Kyle Business Projects 53 Mackay Street, Central, Port Elizabeth • P O Box 13882, Humewood, 6013 Telephone: +27 41 582 5289 • Fax: +27 41 582 3068 [email protected] • www.kylebusiness.co.za Chris Hani District Municipality Tourism Integrated Plan Prepared by: Kyle Business Projects Contents 1 Introduction .................................................................................................. 11 1.1 A Functioning Tourism System ...................................................................................... 11 1.2 Methodology ................................................................................................................ 12 2 Contextual Analysis ....................................................................................... 14 2.1 The Study Area ............................................................................................................ 14 2.2 Socio-Economic Status of the Chris Hani District ............................................................. 15 2.3 Integrated Development Planning ................................................................................. 18 2.4 Regional Economic Development Strategy ..................................................................... 20 2.5 Policy and Legal Framework for Responsible Tourism ..................................................... 25 3 Market Analysis ............................................................................................. 27 3.1 Tourism Supply ............................................................................................................ 27 3.1.1 Tourism Product Elements in the Chris Hani District Municipality ............................. 27 3.1.2 Tourism Attractions and Activities in the Chris Hani District Municipality ................... 28 3.1.3 Tourism Accommodation in the Chris Hani District Municipality ............................... 29 3.2 Tourism Demand in the Chris Hani District Municipality ................................................... 33 4 Triple Bottom Line Assessment ..................................................................... 36 4.1 Economic Impact of Tourism ......................................................................................... 36 4.2 Social Impact of Tourism .............................................................................................. 38 4.3 Environmental Impact of Tourism .................................................................................. 40 4.3.1 Protected Areas .................................................................................................... 42 5 Focused Assessments and Analysis ............................................................... 44 5.1 Institutional Assessment ............................................................................................... 44 5.2 Tourist Information Management and Marketing Assessment .......................................... 44 5.3 Assessment of Emergency Services and Infrastructure ................................................... 44 5.4 Assessment of Transport Infrastructure ......................................................................... 46 5.4.1 Communications ................................................................................................... 47 5.5 Issues Analysis ............................................................................................................. 48 5.6 SWOT Analysis ............................................................................................................. 49 5.6.1 Strengths ............................................................................................................. 49 5.6.2 Weaknesses ......................................................................................................... 50 FINAL DRAFT VERSION 1.5 Page 2 of 177 Chris Hani District Municipality Tourism Integrated Plan Prepared by: Kyle Business Projects 5.6.3 Opportunities ....................................................................................................... 50 5.6.4 Threats ................................................................................................................ 51 6 Tourism Vision and Strategy ......................................................................... 52 6.1 Introduction ................................................................................................................. 52 6.2 Tourism Vision ............................................................................................................. 52 6.3 Tourism Mission ........................................................................................................... 53 6.4 Tourism Development Strategy ..................................................................................... 54 6.4.1 Goals of the Strategy ............................................................................................ 54 6.4.2 Definition of the Product ....................................................................................... 55 6.4.3 Target Market Segments and Constraints ............................................................... 55 6.4.4 Product Development Strategy .............................................................................. 57 6.4.5 Product Marketing Strategy ................................................................................... 57 6.4.6 Benchmarks ......................................................................................................... 58 6.5 Tourism Institutional Framework ................................................................................... 63 6.5.1 Background ......................................................................................................... 63 6.5.2 Developing an effective Visitor Information Network............................................... 64 6.5.3 Proposed Tourism Institutional Framework Model for the Chris Hani District ............ 65 6.5.4 Application of the Proposed Tourism Institutional Framework Model for the Chris Hani District ......................................................................................................................... 67 6.5.5 Internal Structure & Operations of the LTO ............................................................ 69 6.5.6 The Board of the LTO ........................................................................................... 71 6.5.7 Resource Requirements for the LTO ...................................................................... 74 6.5.8 Internal Structure, Operations and Resource Requirements for the DTO .................. 77 7 Tourism Spatial Development Plan ................................................................ 80 7.1 Purpose of the Tourism Spatial Development Plan .......................................................... 80 7.2 Topography, Biomes, and Conservation Areas ................................................................ 80 7.3 Current Tourism Environment ....................................................................................... 80 7.4 Proposed Tourism Environment ..................................................................................... 90 8 Tourism Development Plan ........................................................................... 91 8.1 Tourism Product Development ...................................................................................... 91 8.2 Human Resource and SMME Development ..................................................................... 92 8.2.1 Tourism Learnership Project (TLP) ........................................................................ 93 8.3 Marketing Plan ............................................................................................................. 94 8.3.1 Destination Marketing ........................................................................................... 94 8.3.2 Overall Marketing Strategy .................................................................................... 98 8.3.3 Marketing Identity ................................................................................................ 98 FINAL DRAFT VERSION 1.5 Page 3 of 177 Chris Hani District Municipality Tourism Integrated Plan Prepared by: Kyle Business Projects 8.3.4 Target Markets ..................................................................................................... 99 8.3.5 The Marketing Mix .............................................................................................. 100 8.3.6 Marketing Budget ............................................................................................... 103 8.3.7 Marketing Tools ................................................................................................. 104 9 Implementation Plan ................................................................................... 107 9.1 107 9.2 107 10 References / Bibliography ........................................................................... 108 10.1 Bibliography ............................................................................................................... 108 10.2 Websites .................................................................................................................... 108 Appendix 1 – Acronyms, Marketing Terms, Tourism Definitions, TGCSA Definitions ..................................................................................................