TOURISM: World Cup Lives Up To Its Promises
Recent Western Cape Business News
FOR almost three quarters of the tourists who visited Cape Town and the Western Cape province of South Africa during June and July this year, the 2010 World Cup was their introduction to the city and province, while an overwhelming 90% said that they would visit the destination again.
These are the findings of a 2010 Visitor Tracking Survey commisioned by Cape Town Routes Unlimited (CTRU), the tourism destination marketing organisation for Cape Town and the Western Cape, and performed by GAB Consulting during June and July 2010. Alltogether 703 interviews were conducted with international and domestic visitors in the Western Cape, with most taking place in Cape Town (61%), followed by the Cape Garden Route & Klein Karoo (14%) and Cape Winelands (13%).
“It was always said that the World Cup would provide Cape Town, the Western Cape and South Africa with an unparalleled opportunity to showcase the destination to new visitors and new tourism markets. Equally it would be an opportunity for our destination to impress visitors so much that they would start making plans to return there and then. These survey results prove that it had done just that,” says Alan Winde, Western Cape Minister for Finance, Economic Development and Tourism.
While Cape Town and the Western Cape’s nightlife and gourmet restaurants were the two most popular visitor activities, 21% of all respondents, when asked about their most positive experience, said that they were overwhelmed by the friendliness of the locals. Eighteen percent were impressed with the destination’s beautiful natural scenery, and to 16% was the amazing part of their visit. Most of the visitors (71%) were in the destination specifically for the World Cup.
The majority of the survey’s respondents were from South Africa (21%), followed by the United Kingdom (15%), USA (11%), The Netherlands (6%), Africa (5%), Brazil (5%) and Germany (4%). Of the South Africans, most were from the Western Cape (31%), Gauteng (28%), KwaZulu-Natal (19%) and the Eastern Cape (10%).
The area visited by most 2010 travellers was Cape Town (91%), followed by the Cape Winelands (47%), Cape Garden Route & Klein Karoo where the Western Cape’s three football base camps (France, Denmark and Japan) were located (24%), Cape West Coast (20%) and Cape Overberg (14%).
“What was different to our normal tourism trends, was the fact that 2010 visitors stayed longer. They spent an average of fourteen nights in the destination, with Germans (25 nights) and Dutch tourists (23 nights) staying the longest. International visitors normally stay an average of twelve nights and domestic ones five nights in the Western Cape,” says Calvyn Gilfellan, CEO of CTRU.
Both international and domestic visitors mostly travelled in groups of three to six people in June and July. The average travel budget per group was R33 097, while international visitors spent an average of R19 142 each. Slightly more than half of all 2010 travellers found Cape Town and the Western Cape to be less expensive than they expected, while 10% of international visitors and 30% of domestic visitors found it to be more expensive.
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