Get Lost in the Cape Karoo

An inspiring place to discover

Cape Karoo Workshop: Outcomes

Judy Lain – October 2014

CMO

Revision 1


presentation structure

• Overarching goal

• Challenge

• Opportunity

• Alignment with national and provincial

• Setting context

• Action plan


overarching goal

To identify tourism opportunities that will foster economic development (i.e. job creation and

economic growth) in the Cape Karoo region.

challenge

To get more visitors to see the Cape Karoo and stay longer when they visit.

Increase in VISITOR numbers

and LENGTH OF STAY

Increase in income and jobs

created for the region


opportunity

To leverage the Cape Karoo’s unique offering around astro-tourism (star gazing) and cuisine

(Karoo Lamb) to raise awareness of the region and drive up visitor numbers and length of stay.

alignment with national and provincial

The demand led (visitors driving demand) strategy developed by the Western Cape Government

(DEDAT and Wesgro) has identified cuisine as one of the niche markets in which they will invest

in terms of strategic support. The Cape Karoo will leverage this and astro-tourism.


Setting context (research)


setting context

• Our research is based on visitor information surveys completed by

the following organisations and experiences:

– Laingsburg Tourism

– Beaufort West Tourism

– Beaufort West Museum

– Fransie Pienaar Museum

– Karoo National Park

• No visitor information surveys have been received from:

– Matjiesfontein

– Prins Albert Tourism


Key Tourism Indicator 2011 2012 2013

Total foot count 5310 4797 4550

% share of overseas visitors 7,60% 6,50% 5,90%

% share of domestic visitors 90,80% 91,30% 93,60%

% share of overnight stays 33,20% 32,50% 39,90%

% share of day visitors 66,80% 67,50% 60,10%

Average travel group size 3,1 3,3 3,4

Average length of stay (days) 2,7 2,7 2,4

VISITOR TRENDS INTO CAPE KAROO TOURISM OFFICES (2011 - 2013)

Decline in tourist arrivals (year on year)

Highly dependent on domestic tourism (2013: Western Cape 41%; Gauteng 27%, Free State

6,8%)

International markets: United Kingdom; Germany; Netherlands; France; United States;

Belgium; Sweden and India

60% of domestic visitors are day visitors (trend seen year on year)

Bed nights: Domestic 60% one night: International: 40% one night, 33% two nights and 16,7%

five nights


basic calculation

Average spend per night: R 550.00

Average trip length: 1 night

2013 foot count 4 550

Economic impact: R2,502,500

Average spend per night: R 550.00

Average trip length (100% increase): 2 nights

target foot count(10% increase) 5 005

Economic impact: R5,505,500


Action plan


framework for our action plan

What is our vision?

Principles (i.e.what is important) we extract that will guide the plan

What do we have already, what is existing that we can leverage?

What do we still need to do?

Who will do it?

The action plan


Cape Karoo Framework

What is our vision?

Get people to visit the Cape Karoo and experience the star gazing and taste the Karoo Lamb

and spend a minimum of 2 nights

Get lost in the Karoo

“Lose yourself in the diamond night sky. In the sublime open space that goes on for days. In the

rich hearty flavours and tales of time gone by. Let the Karoo mesmerise you.”

Thinking:

1. Karoo is a break from city hustle and bustle

2. Karoo has some of the best star gazing

3. Karoo is famous for food and stories

4. Once you lose yourself in all the Karoo has to offer, you’ll want to stay for days






Principles (i.e. what is important) we extract that will guide the plan




• Long term sustainability

• Responsible tourism (environment, society and economy)

• PDI empowerment and entrepreneurship (SMME)

• True to the brand positioning: Refresh and Reconnect

• Added value offerings

















Beaufort West:

• Karoo National Park

• Airport (private)

• Donkey tours (star gazing)

• Accommodation

• Outdoor Festival

• Game auction

• Olives

• Nelspoort Rock Art

Prins Albert:

• Restaurants

• Star gazing experiences

• Olive festival

• Wine farms

• Accommodation

• The Showroom

Laingsburg

• Aynsburg

• Mobile unit

• Restaurants

• Science train

• Farm stays

• Ancient temples

• Matjiesfontein telescope

• Sutherland partnership

• Karoo Marathon

• MMM Cycling

• Evening markets

• Golf Course















Prins Albert

• Restaurants

• Star gazing

experiences

• Olive festival

• Wine farms

• Accommodation

• The Showroom

Laingsburg

• Aynsburg Nature

Reserve

• Mobile unit

• Restaurants

• Science train

• Farm stays

• Ancient temples

• Matjiesfontein

telescope

• Sutherland

partnership

• Events

• Golf course

Beaufort West

• Karoo National Park

• Airport (private)

• Donkey tours

• Accommodation

• Outdoor festival

• Game auction

• Olives

• Nelspoort rock art

What do we still need to do?

Who will do it?


• UNWTO Starlight Destination: Judith (Wesgro)

• Karoo Lamb Sascha (Beaufort West)

• Research Jacyntha (Wesgro)

• Partnerships (SKAL, Universities) NDT

• Skills development Nox (DEDAT)

• Product audit JJ

• Karoo National Park Sascha

• Community tourism products JJ

The action plan


• UNWTO Starlight Destination: Judith (Wesgro)

• Karoo Lamb Sascha (Beaufort West)

• Research Jacyntha (Wesgro)

• Partnerships (SKAL, Universities) NDT

• Skills development Nox (DEDAT)

• Product audit JJ

• Karoo National Park Sascha

• Community tourism products JJ

The action plan

• Three streams of work that will be happening concurrently:

• Brand strategy: Mercury One and JJ

• Astro Tourism and Karoo Lamb JJ and Wesgro

• SRI Funding (Karoo National Park) JJ, DEDAT and NDT


next steps

Wesgro to:

- Approach a single product to test the strategy and buy in

- Organise an educational for trade and media

Regional and local tourism bodies:

• Create special events and social media promotions around the

strategy

• Develop visually engaging campaigns with an educational message

• Measure all activities


Thank you | Dankie | Enkosi

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Get Lost in the Cape Karoo