CAPE TOWN TOURISM OCT 2016 - MAR 2017 INDUSTRY PERFORMANCE & HIGH SEASON TREND REPORT
www.capetown.travel capetown.travel +27 (0)861 322 223 @lovecapetown [email protected] lovecapetown CONTENTS
INDUSTRY PERFORMANCE REPORT OCT 2016 - MAR 2017
01 WHAT WE WANTED TO DO 02 05 VISITOR PROFILE 17 AGE GROUPS & GENDER BREAKDOWN 20 TRIP CHARACTERISTICS 21 VISITOR SATISFACTION 23 02 HOW WE WENT ABOUT IT 04 06 2013 - 2017 HIGH SEASON 03 WHAT OUR MEMBERS SAID 06 TREND REPORT 26 HIGHLIGHTS BY SECTOR 27 HIGHLIGHTS BY SOURCE MARKETS 33 TREND WATCH: 04 TOURISM INDUSTRY FIGURES 08 THROUGH THE LOCAL LENSE 37 ACCOMMODATION SECTOR 09 CAPE TOWN INTERNATIONAL AIRPORT 13 REFERENCES 41 TOP TOURISM ATTRACTIONS 15
i with thanks This study would not have been possible without the participation and support of Cape Town Tourism’s members. A warm word of thanks to all of our members who participated in a telephonic or online survey over the course of the 2016 / 2017 High Season as well as our valued research partners: 01 WHAT WE WANTED TO DO WHAT WE WANTED TO DO
MEASURE THE REPORT TO REPORT ON 01 PERFORMANCE 02 MEMBERS 03 TRENDS
Measure the performance Report to members, Report on trends observed of the tourism industry over the strategic partners and during the Cape Town High Season 2016 / 2017 High Season to monitor stakeholders and provide them from October 2013 to March 2017. growth year-on-year. with benchmarking opportunities.
03 02 HOW WE WENT ABOUT IT HOW VISITOR INFORMATION WE WENT ABOUT IT
1 067 586 Visitors surveyed Visitors surveyed in VICs in destination
TOURISM INDUSTRY INDICATORS
455 170 TOP 8 Accommodation Tourism business Attractions’ visitor sector surveys con dence surveys numbers recorded
06 03 WHAT OUR MEMBERS SAID WHAT OUR MEMBERS SAID
The gures below were drawn from email and telephonic surveys conducted on the dates indicated:
OCTOBER 2016 JANUARY 2017 APRIL 2017
80% 65% 64%
Of businesses forecast a better or Of tourism businesses surveyed Of businesses reported that their much better performance for stated that they had experienced actual booking gures for Quarter Quarter Four 2016. a much better or better business One 2017 were better or much better performance in Quarter Four 2016. than business performance in the same time the previous year.
08 04 TOURISM INDUSTRY FIGURES CAPE TOWN ACCOMMODATION SECTOR PERFORMANCE 2016 CALENDAR YEAR ACCOMMODATION SECTOR
2016 FULL YEAR 2015 FULL YEAR GROWTH
OCCUPANCY 71.7% 67.3% 4.5%
AVERAGE ROOM RATE (ARR) R1596 R1423 12.2%
REVPAR R1145 R957 19.6%
¹ & ² Cape Town Tourism & Horwath HTL 10 OCCUPANCY RATE PERFORMANCE IN CAPE TOWN OCCUPANCY RATE PERFORMANCE AVERAGE OCCUPANCY RATE % GROWTH
100%
90%
89.9% 80% 86.8% 82.6% 79.3% 79.9%
70% 77.1% % % 0.6 % 3.6 %
60% -1.4 % % 3.7 6.9 1.2 50%
40%
30%
20% Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
The Northern Suburbs was the top performing Cape Town region in 2016 again in terms of occupancy with an average occupancy rate of 77.8% for the year; ending ahead of tourist hot spots the Atlantic Seaboard (75.8%) and the City Centre (70.6%).
¹ & ² Cape Town Tourism & Horwath HTL 11 AVERAGE ROOM RATE (ARR) AND REVPAR PERFORMANCE IN CAPE TOWN ARR & REVPAR PERFORMANCE AVERAGE ROOM RATE REVPAR % GROWTH
R 2 500
R 2 000 2 281 R 2 048 2 050 R R 1 951 1 873 R 1 816 R
R 1 500 R 1 613 R 1 576 1 578 R R 1 469 1 496 R R
R 1 000 1 321 R
R 500
13.4% 24.1% 14.2% 19.2% 15.2% 20.7% 13.9% 15.7% 12.0% 12.7% 5.0% 3.2% R 0 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
¹ & ² Cape Town Tourism & Horwath HTL 12 CAPE TOWN INTERNATIONAL AIRPORT
For the rst time in its history, the Total Number of Arrivals to Cape Town International Airport (CTIA) for the year broke through the ten million passengers mark with 5 028 430 arrivals in 2016, representing a 7.3% increase on 2015.
The largest number of arrivals on international ights was recorded in January and arrival gures on domestic and regional ights peaked in December again this year.
³ Airports Company South Africa
13 CAPE TOWN INTERNATIONAL AIRPORT ARRIVALS CAPE TOWN DOMESTIC REGIONAL INTERNATIONAL AIRPORT
INTERNATIONAL % GROWTH 370 676 400k 398 245 369 300
350k 339 672 324 105 306 601 300k
250k
200k
150k
100k 8 795 8 674 9 701 8 471 7 901
50k 8 796
R 0 3.6% 9.6% 21.4% 0.0% 8.9% 17.3% 3.0% -1.0% 28.9% -1.2% 6.2% 31.2% -2.2% -2.2% 26.0% 0.3% -2.3% 17.0% Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
³ Airports Company South Africa
14 CAPE POINT CHAPMAN’S PEAK DRIVE TOP TOURISM
150k 150k ATTRACTIONS
100k 100k 129 039 125 841 117 123 113 709 114 474 116 856 110 395 108 816 96 233 96 721
88 476 88 624 50k 50k
28.5% 17.4% 15.1% 22.4% 8.7% 5.5% 28.5% 17.4% 15.1% 22.4% 8.7% 5.5% The highest numbers of visitors to 0 0 top attractions were again recorded Oct Nov Dec Jan Feb Mar Oct Nov Dec Jan Feb Mar in December with a number of 2016 2016 2016 2017 2017 2017 2016 2016 2016 2017 2017 2017 attractions reporting excellent double digit growth over the high season months. GROOT CONSTANTIA KIRSTENBOSCH NATIONAL BOTANICAL GARDEN Groot Constantia in particular 75k 150k enjoyed amazing year-on-year growth in December with 25% in 79 000 2014, 28% on top of those gures 50k 100k in 2015 and a further 25%
118 699 the year after. 102 654 97 724 95 975
95 081 48 000
91 403
25k 50k 36 324 33 066 35 748 31 515
-12.6% -19.2% 25.3% 5.4% -1.2% -14.5% 12.5% 3.8% 5.8% 6.5% 9.4% 9.8% 0 0 YOY GROWTH % Oct Nov Dec Jan Feb Mar Oct Nov Dec Jan Feb Mar 2016 2016 2016 2017 2017 2017 2016 2016 2016 2017 2017 2017
15 ROBBEN ISLAND TABLE MOUNTAIN AERIAL CABLEWAY TOP TOURISM
50k 150k ATTRACTIONS 150 201 49 738
40k R 100k 121 294 120 020
110 240 102 817 39 138 37 293 94 159
R R 20k 34 881 50k 33 275 30 663 R R R
-11.6% -14.5% 3.7% -3.6% -7.6% -2.0% -7.9% -25.5% 0.3% 19.8% 0.6% 11.6% 0 0 Oct Nov Dec Jan Feb Mar Oct Nov Dec Jan Feb Mar 2016 2016 2016 2017 2017 2017 2016 2016 2016 2017 2017 2017
TWO OCEANS AQUARIUM V&A WATERFRONT
75k 3M 75 548
50k 2M 3 026 423 2 315 272
50 685
2 100 942 2 088 415 42 874 2 043 503
25k 1M 36 021
33 492 1 880 838
31 974
13.9% 7.3% 8.2% 6.5% 5.6% -28.9% 2.3% -0.9% -1.1% -5.4% -5.6% -7.6% 0 0 YOY GROWTH % Oct Nov Dec Jan Feb Mar Oct Nov Dec Jan Feb Mar 2016 2016 2016 2017 2017 2017 2016 2016 2016 2017 2017 2017
16 05 VISITOR PROFILE SOURCE MARKETS
CTT VISITOR FOOTCOUNT CTT MOBILE VICS OCT 2016 - MAR 2017
42% 79% DOMESTIC DOMESTIC
58% 21% INTERNATIONAL INTERNATIONAL
A foot count of visitors that make use of the CTT network Cape Town Tourism’s Mobile VICs interacted with more showed that an average of 42% of visitors between the domestic visitors, 79%, in destination over the high season period of October 2016 and March 2017 were domestic than international visitors at 21%. The former number does while 58% were international. Domestic and international include local Capetonians. visitor numbers both peaked in December.
18 SOURCE MARKETS
TOP 10 COUNTRIES OF ORIGIN
2016/2017 high season
01 GERMANY +1 06 BRAZIL +9
02 UNITED KINGDOM +1 07 NETHERLANDS
03 SOUTH AFRICA -2 08 SWITZERLAND -2
04 USA 09 AUSTRALIA -1
05 FRANCE 10 ITALY +1
19 AGE & GENDER PROFILE
VISITOR AGE GROUPS GENDER PROFILE
% 7% 15% 49 9% 51%
30% 17%
YOUTH TRAVEL SECTOR 22% 50%
BETWEEN 18 & 34 YEARS 18 - 24 45 - 54 This number matched the 2015/2016 visitor split which has 25 - 34 55 - 64 increased from 42% of visitors recorded in the 2013/2014 35 - 44 65+ high season and 43% in the 2014/2015 high season.
20 TRIP CHARACTERISTICS LENGTH OF STAY FREQUENCY OF VISIT 31% 2728% 21% 19% 8% 8% 59% every once a year 2 - 5 5 - 7 3 - 4 10 + few years times a year NIGHTS NIGHTS NIGHTS
of visitors indicated 4% 2% that it was their rst 13% 7% 1% visit to Cape Town other more than 5 times a year 8 - 10 1 - 2 DAY NIGHTS NIGHTS VISITOR PURPOSE OF VISIT MOST COMMON TRAVEL PARTY SIZE
9% 77% 6% 13% 40%
VACATION / HOLIDAY BUSINESS VISITING FRIENDS SOLO TWO PEOPLE & FAMILY 3% 3% 2% ? 14% WEDDING / EDUCATION OTHER HONEYMOONERS GROUPS OF FOUR 21 TRIP CHARACTERISTICS
MODE OF TRAVEL AVERAGE DAILY BUDGET 14% OWN / HIRED VEHICLE R1 378 An average budget of R1 378 per person 5% per day excluding accommodation, was 78% 3% recorded this high season, representing AEROPLANE BUS OTHER a 22% increase on last year.
TYPE OF ACCOMMODATION BOOKED BOOKING WINDOW FOR FLIGHTS TO CAPE TOWN
3% HOTELS 5% 120+ DAYS
8% GUESTHOUSE / B&B 90 - 119 DAYS 15% 38% FRIENDS / RELATIVES 36% 60 - 89 DAYS 9% MULTIPLE ACCOMMODATION TYPES 12% 45 - 59 DAYS
SELF CATERING 30 - 44 DAYS 10% 8% BACKPACKERS 15 - 29 DAYS 20% 11% 7% 7% OTHER 10% 5 - 14 DAYS 0 - 4 DAYS ForwardKeys 22 VISITOR SATISFACTION
Visitors were asked to rate various aspects of their stay in Cape Town to gauge their level of satisfaction with the elements that comprise the overall experience.
DESTINATION ELEMENTS
600
500
400
300
200
100
0 Overall Availability of Shopping Visas & Friendliness Weather Personal Safety Experience Public Transport Experience Customs of Local People & Security
VERY SATISFIED SATISFIED NEITHER SATISFIED NOT APPLICABLE DISSATISFIED VERY DISSATISFIED NOR DISSATISFIED 23 VISITOR SATISFACTION
QUALITY & VALUE
600
500
400
300
200
100
0 Availability Cost of Travel Quality of Value for Diversity of Value for Range of Value of Money Convenient Air to Cape Town Accommodation Money of Attractions Money of Restaurants of Restaurants Routes Accommodation Attractions
VERY SATISFIED SATISFIED NEITHER SATISFIED NOT APPLICABLE DISSATISFIED VERY DISSATISFIED NOR DISSATISFIED
24 VISITOR SATISFACTION
Range of Overall Level Restaurants 97% of Satisfaction 91% Testament to the number of accolades that Cape Town continues to garner for our culinary offering, 91% of of visitors indicated that they were very satis ed or visitors were either satis ed or very satis ed with the satis ed with their experience. range of restaurants on offer in the destination.
86% Bolstered by a favourable exchange rate for foreign Diversity of visitors, value for money of restaurants also didn’t disappoint with 86% of visitors indicating Attractions their satisfaction.
The biggest satis ers were diversity of attractions with 95% of visitors surveyed indicating that they were either very satis ed or satis ed and in tied second place was the weather (92%) and quality of accommodation (92%) in Cape Town. LOWEST SATISFACTION RATINGS
Friendliness of of visitors indicated The other bottom two 77% 76% the Local People that they were very spot was taken up by satis ed or satis ed personal safety and with availablilty of security with a 76% was also a big satis er for visitors with 89% of them public transport. satisfaction rating. indicating that they were very satis ed or satis ed with this aspect during their stay. 25 06 2016 - 2017 HIGH SEASON TREND REPORT HIGHLIGHTS BY SECTOR
HOTEL SECTOR OCCUPANCY RATE COMPARISON BY DESTINATION
100%
90%
% % 80 % % % 86.7 86.6 85.4 % 82.8 % % % % %
70% % % 79.0 77.2 77.9 77.8 76.0 76.8 74.9 75.9 % % % % % % % %
60% % 69.2 67.9 66.1 % % 66.1 64.3 66.2 64.8 64.3 64.9 % % % 61.3 61.9
50% % 57.7 58.9 58.3 % 55.2 % % 40% 50.2 48.8 45.9 30%
20%
10%
0% CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
STR. Republication of this data without prior approval from STR is strictly prohibited. 27 HIGHLIGHTS BY SECTOR
HOTEL SECTOR AVERAGE ROOM RATE COMPARISON BY DESTINATION
R 2 500
R 2 000 2 126 R 2 007 R 1 935 1 847 R R 1 787 R 1 500 R 1 571 R 1 412 R
R 1 353 R 1 000 1 294 1 343 1 235 R 1 166 R 1 169 R R R 1 091 921 1 016 929 R R 853 R R 772 980 817 832 842 781 788 829 817 776 R R R R R R R R R R R 761 759 R R R 500
R 0 CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT CAPE TOWN WINELANDS JOHANNESBURG DURBAN NELSPRUIT Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
STR. Republication of this data without prior approval from STR is strictly prohibited. 28 HIGHLIGHTS BY SECTOR CAPE WINELANDS
For the majority of the high season months, PEAK Cape Town’s closest competitor was however MONTHS the Cape Winelands.
Mirroring the broader Cape Town accommodation sector (hotels, guesthouses, B&B’s, self-catering, lodges etc.) as reported on page 11, February and November were the peak months in terms of occupancy gures achieved for the hotel sector and the highest ARR was achieved in February as well. ARR AVERAGE ROOM RATE
Cape Town also boasted the highest Average Room Rate (ARR) for every month of the season, followed by the Winelands OCCUPANCY and then Durban. RATE
The Cape Town hotel sector achieved the highest STR. Republication of this data occupancy rate every month of the 2016/2017 without prior approval from STR high season except for December when domestic is strictly prohibited. tourism mecca Durban ended on top of the log with a 79.0% occupancy rate compared to Cape Town’s 77.9%.
29 HIGHLIGHTS BY SECTOR
INTERNATIONAL ARRIVALS COMPARISON SOUTH AFRICA’S INTERNATIONAL AIRPORTS
Cape Town International Airport’s Compound Annual Growth Rate (CaGR) in international arrivals – measured over a four year period – peaked in October at 16%, was 9% for November and double digit growth of 12% was recorded for every other month of the high season.
Refentse Shinners, Group Executive: Corporate Affairs for ACSA commented, “Growth in air traf c continues to underline the aviation sector’s resilience during challenging economic conditions.”
³ Airports Company South Africa ¹ Traveller24.com 30 HIGHLIGHTS INTERNATIONAL ARRIVALS TO SOUTH AFRICA’S MAJOR AIRPORTS CAPE TOWN O.R. THAMBO BY SECTOR INTERNATIONAL AIRPORT INTERNATIONAL AIRPORT KING SHAKA INTERNATIONAL AIRPORT % CaGR GROWTH
450k 411 438 399 842 400k 410 480 356 853 350k 351 072 325 501
300k
250k
200k
150k 119 989 114 218 105 911 98 455 95 241 100k 84 493 15 465 17 164 18 026 11 389 13 156 11 204 50k 16.1% 2.3% 8.8% 9.3% 0.5% 5.3% 11.7% 1.9% 7.4% 12.3% 1.3% 7.0% 11.8% 1.9% 4.3% 11.9% 2.5% 7.7% 0 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017
³ Airports Company South Africa
31 HIGHLIGHTS top attractions ranking 2016 BY SECTOR south african tourism Cape Town took the number one spot across all categories of top attractions in South Africa as set out in South African Tourism’s 2016 Annual Report: natural, urban, culture & heritage and beach fronts. In addition, the city’s culinary offering placed it in the number one spot in the 2016 Eat Out Mercedes-Benz Restaurant Awards™, securing ve out of the top ten spots with four of the remaining restaurants located in the winelands surrounding the city. TOP 25 TOP 20 2016 TOP 40 NATURAL URBAN Eat out ATTRACTIONS ATTRACTIONS ATTRACTIONS RESTAURANT AWARDS
01. V&A Waterfront 01. Cape Point 01. V&A Waterfront 01. The Test Kitchen, Woodstock 02. Cape Town Central City 02. Table Mountain Aerial 02. Cape Town Central City 02. La Colombe, Constantia 03. Cape Point Cableway 09. Grand West Casino 03. The Restaurant at Waterkloof, 05. Table Mountain Aerial 03. Table Mountain National Park Somerset West Cableway 04. The Winelands 0 7. Greenhouse at The 06. Table Mountain National Park 09. Cape Point Ostrich Farms Cellars-Hohenort, Constantia 0 7. The Winelands 16. Cape Town Whale Watching 10. Camphors at Vergelegen, Somerset West 08. Camps Bay 09. Kirstenbosch National Botanical Garden TOP 10 TOP 10 10. Clifton Beach BEACH FRONT CULTURAL 11. Robben Island ATTRACTIONS ATTRACTIONS 12. Cape Town Whale Watching
01. Camps Bay 01. Robben Island 02. Clifton Beach 06. Mzoli’s Place
South African Tourism ¹³ Eat Out 32 HIGHLIGHTS SOURCE MARKET performance BY SOURCE INTERNATIONAL MARKETS Top months for high season arrivals by MARKET South African source markets 2013 – 2017*
OCT 2016 NOV 2016 DEC 2016
NETHERLANDS GERMANY FRANCE UK NAMIBIA AUSTRALIA (15,083) (36,213) (15,768) (50,577) (26,835) (12,015)
SWITZERLAND KENYA CANADA BRAZIL SINGAPORE (6,649) (3,068) (6,564) (4,609) (1,044)
JAN 2017 FEB 2017 MAR 2017
ANGOLA TURKEY CHINA USA SAUDI-ARABIA UAE (5,868) (1,642) (10,165) (29,427) (690) (174)
*This gure is based on the average number of arrivals per month over the past four years.
South African Tourism Statistics South Africa 33 HIGHLIGHTS SOURCE MARKET performance BY SOURCE DOMESTIC MARKET DECLINE MARKET THE BIG PICTURE
Overnight th Most visited Domestic Trips 5 Province The Western Cape was the 5th most visited province The total number of overnight domestic trips taken in in terms of domestic travel with a 9% share of the South Africa declined from 25.2 million in 2013 to domestic trips market in 2016. 24.3 million in 2016
-1.2% Annual growth rate declined Domestic Day Trips
More residents of the Western Cape took Declined 44.2% between 2015 and 2016 because fewer an overnight domestic trip in 2016 (14%) South Africans undertook a domestic trip and those compared to 2013 (9%). who travelled, also took less trips on average. Gauteng province is the biggest source of domestic overnight trips with 76% of their residents travelling outside of the borders of this province.
South African Tourism Statistics South Africa 34 HIGHLIGHTS SOURCE MARKET OVERVIEW REGIONAL & International BY SOURCE market performance MARKET
Regional Halal Markets Tourism MARKETS
2016/2017 HIGH SEASON 2016/2017 HIGH SEASON While the Halal tourism markets have a much higher Angola and Kenya both recovered from dif cult high propensity for low season travel, all reported positive seasons in 2015/2016 while Namibia’s decline in visitor growth for the 2016/2017 high season, on the back of numbers occurred predominantly in the rst quarter predominantly double-digit growth recorded in the of 2017. 2015/2016 high season, albeit off much smaller bases. KENYA ANGOLA NAMBIA YOY SAUDI-ARABIA SINGAPORE UAE TURKEY YOY GROWTH 16.4% 6.3% -5.3% GROWTH 37.1% 12.4% 10.3% 2.3%
South African Tourism Statistics South Africa 35 HIGHLIGHTS SOURCE MARKET OVERVIEW international market BY SOURCE performance MARKET
COMEBACK International KID BRAZIL SOURCE Market
Emerging market Brazil reported double digit growth DOUBLE DIGIT GROWTH this past high season, despite a higher propensity for low season travel to South Africa. FRANCE NETHERLANDS GERMANY SWITZERLAND 32.3% 18.4% 15.6% 13.4% YOY GROWTH YOY GROWTH 114.6% The market made an excellent comeback after two MAINTAINED GROWTH dif cult high seasons due to barriers to travel imposed on the market. USA CANADA AUSTRALIA UNITED KINGDOM 7.7% 4.4% 4.1% 2.9% Visitors from Brazil interviewed in the CTT VICs indicated YOY GROWTH that the ight special offered by TAAG Angolan Airlines with return ights from São Paulo starting from R6, 668 The only international market that showed a year-on-year was a key factor in their decision to visit South Africa. decline during the 2016/2017 high season was China with a -4.2% growth after recovering well in 2015/2016.
South African Tourism Statistics South Africa 36 “It is planned for, reserved, scripted. This shift has been TREND WATCH happening over time, but has now reached critical mass: dining out is the main event in a night or day out…The way THROUGH THE we dine out has changed – instead of serving just a meal, restaurants have become destinations in their own right.” LOCAL LENSE – Skift 2017 FOOD & WINE TOURISM STILL THE NEXT BIG THING 50% Over the past four high seasons, food and wine In a supply side report by Wesgro on wine tourism, related activities consistently ranked among the tour operators interviewed reported that more than top four activities that visitors engaged in while 50% of their itineraries for the Western Cape visiting Cape Town. included a wine tour.
Condé Nast Readers’ Travel Awards 2016 chose Cape Town as Best Overseas City for Restaurants Largest and Bars, and placed the city favourably as a runner Appetites up in the category of Favourite Overseas City.
The USA, Canada, Germany, France and Australia have the largest appetites for food and wine tourism. 78% of visitors requesting food and wine tours from operators are over the age of 36.
Skift ¹ Wesgro ¹ Condé Nast Traveller 37 TREND WATCH THROUGH THE LOCAL LENSE TRAVEL LIKE A LOCAL
LOCAL CONTENT SHARING ECONOMY: AIRBNB CAPE TOWN
Travelling like a local has moved from being a noteworthy trend to becoming an indispensable part of getting under the skin of a destination for many travellers. 15 000+ ACCOMMODATION LISTINGS 120 000+ YOUTUBE VIEWS 50+ EXPERIENCES
The Love Cape Town Neighbourhoods Series was In 2016, Airbnb launched their Trips stable – giving conceived as a way to help explore the Mother City's visitors the opportunity to tailor-make their stay with most popular neighbourhoods, through the eyes of the help of local experts, ranging from Stand Up the people that live there. Paddle boarding instructors, to braai masters, potters and historians.
38 TREND WATCH THE HUMAN TOUCH THROUGH THE RETURNS TO TRAVEL LOCAL LENSE
21 000 Visitors Word-of-Mouth CTT’s Mobile VIC team engaged with more than 21 000 visitors in destination during the past high season, part of the organisation’s strategy to meet visitors where they are. Based on surveys conducted in our VIC network, word-of-mouth as a source of information on Cape Town is still on the rise. Friendliness of “The biggest lesson learned from talking to the high maintenance, highly connected travellers? the Local People They want the humanity back in travel… In an age of digital overload, simple human spaces, great In looking at the Visitor Satisfaction Index for Cape Town, service, and great food and drink will be even ‘Friendliness of locals’ received the highest average score from more relevant.” visitors for three consecutive years, from 2014 to 2016. – Skift 2017
Skift
39 TREND WATCH THROUGH THE LOCAL LENSE HOW VISITORS HEARD ABOUT CAPE TOWN 2013 - 2017
60%
50% WORD-OF-MOUTH
40% INTERNET 30%
MEDIA 20%
OTHER 10% % % % % % % % % % % % % % % % % 0% 40 31 16 13 47 29 10 14 56 22 11 11 68 19 7 6 2013/2014 2014/2015 2015/2016 2016/2017
Skift
40 references
Cape Town Tourism & Oxford Brookes University, Visitor Satisfaction Index for Cape Town 2017 Cape Town Tourism & Horwath HTL, Annual Accommodation 10 Performance Review, 2016 Calendar Year 01 Cape Town Tourism, Visitor Surveys, October to March 2013 – 2017 Cape Town Tourism & Horwath HTL, Accommodation 11 02 Performance Review & Forecast Reports, October to March 2013 - 2017 Cape Town Tourism, Industry Con dence Surveys, 12 October to March 2013 – 2017 Airports Company South Africa (ACSA), Monthly Passenger 03 Figures, October to March 2013 – 2017 Eat Out, Top 10 Restaurants in South Africa 2016, Available 13 online at http://www.eatout.co.za/award/ 2016-eat-mercedes Cape Town Tourism, Tourist Attraction Surveys, -benz-restaurant-awards/ October to March 2013 – 2017 04 Wesgro, Wine & Food Tourism in the Western Cape, ForwardKeys, Cape Town International Airport Arrival 14 December 2016 & Passenger Information, October to March 2013 – 2017 05 Airbnb, Experiences, Available online at STR, Hotel Review Report South Africa, October to 15 https://www.airbnb.com/new 06 March 2013 – 2017 (Destination data – other than Cape Town – published with permission of STR) Traveller24.com, SA’s top airports see record breaking arrivals 16 for 2016, Available online at: http://www.traveller24.com/News/ Flights/sas-top-airports-see-record-breaking-arrivals-for- 07 South African Tourism, 2016 Annual Report, July 2017 2016-20170215 Condé Nast Traveller Magazine, Readers’ Travel Awards: Statistics South Africa, Monthly Tourism and Migration 17 The Best Cities in the World, October 2016 08 Figures, October to March 2013 – 2017 09 Skift, Megatrends 2017, January 2017 WRITER Marisah Nieuwoudt
Nolubabalo Manona, Roxanne Lombard, PROJECT TEAM Sonya Bell, Yolande Botha, Rochelle De Beer
Craig Howes, Hillary Fox, PHOTOGRAPHS Lisa Burnell, Michael Le Grange
Kreatif Kouki DESIGN & LAYOUT www.kreatifkouki.com July 2017 © Copyright Cape Town Tourism This report is for informational purposes only. The information contained in this document represents the current view of Cape Town Tourism on the issue discussed as of the date of publication.