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Send  Share  RSS  Twitter  23 Oct 2014

MARKETING: Wesgro officially appointed as Western Cape¬ís economic development marketing agent


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A board meeting was held between the Western Cape’s destination marketing, trade and investment promotion agency Wesgro and Cape Town Routes Unlimited (CTRU) to finalise the handover of responsibilities.

The meeting signals the final winding down of CTRU, whose functions have fallen under the auspices of Wesgro since April 2012.

Wesgro absorbed CTRU’s financial and staff resources to drive an aggressive international marketing campaign with a unified brand focused on business and tourism. 

During the previous financial year, 19 conference bids for the Western Cape were secured, with an estimated economic value of R348m and the potential of attracting 26,780 delegates.

Wesgro also supported 20 tourism events, including the Pick ‘n Pay Cape Argus Cycle Tour, Absa Cape Epic, Design Indaba and the J&B Met, which generated an estimated economic impact of R1,3bn.

“Other notable achievements include the signing of five joint marketing agreements with international travel tour operators from the UK, Russia and Germany, with an estimated economic value of R109m,” said Wesgro CEO Nils Flaatten. These figures will be available in Wesgro’s annual report later this year.

Alan Winde, Minister of Finance, Economic Development and Tourism, said the results showed that bringing trade, investment and tourism marketing under one roof had translated into greater efficiency.  “For the 2013/2014 financial year, Wesgro will continue to strengthen the province’s economy through the delivery of key tourism destination marketing functions in addition to its trade and investment promotion function.”

Deon Cloete, chairman of CTRU thanked all involved with the merger for their contribution and commitment to the process of “maximising delivery at the most cost efficient basis”. “There is no doubt that the new structure will serve us well going forward,” he said. Cloete also thanked the CTRU Board “for their unwavering leadership, continued focus and support during the transition period”.

The CTRU Board of Directors tenure ends on April 23. The Western Cape Tourism Act of 2004 (Act 1 of 2004) will be repealed in the coming months and the Draft Western Cape Tourism, Trade and Investment Promotion Amendment Bill legislated.

“Wesgro’s vision is to continue to target more tour operators to bring in additional tourists. A tourist becomes a trader becomes an investor,” Flaatten said.

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