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CURRENT PR & MARKETING CAMPAIGN

Strong growth in Stellenbosch tourism / Stellenbosch toerisme groei sterk

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20 July 2017 [group_audience]
Stellenbosch 360 visits USA

Stellenbosch Publicity and Marketing (SPM) and the Cape Country Routes Group (CCR) of privately-owned hotels joined forces to finance a visit to the USA to promote tourism to Stellenbosch. They visited amongst others Mok Singh (middle), owner of Sita World Tourism in Los Angeles and  past president of SKAL, die international professional tourism organisation that promotes global tourism. From left are Daniël Lutz (Eendracht Hotel), Christina Meynhardt, Annemarie Ferns, CEO of Stellenbosch 360, Singh, Riël Meynhardt of Stellenbosch 360 and PJ Basson (Montagu Hotel) and Graig Seaman, also from Stellenbosch 360.

ARTIKEL VIR EIKESTADNUUS - 15 Oktober 2015

(NB: Main points contained in this Afrikaans news article appear in English afterwards)

Stellenbosch toerisme groei sterk                                                                                                                  Toerisme na Stellenbosch toon tans sterk groei, dit terwyl amptelike statistiek ‘n 10,3 %-afname in buitelandse besoekers na Suid-Afrika gedurende die eerste ses maande van 2015 gee.                                                                                                                              

Die toerisme-syfers vir Stellenbosch wat gedurende die afgelope jaarvergadering van Stellenbosch 360, die plaaslike toerisme-organisasie, deur prof Andreas van Wyk verstrek is, het daarenteen op deurlopende groei gewys. So het die Besoekersentrum se getalle vanjaar ‘n 20 %-groei van Januarie tot Junie getoon, wat ‘n voortsetting van sowat 19 % gedurende dieselfde tydperk in 2014 is. Daarbenewens het die Sentrum ook ‘n rekordbedrag van R 1,7 miljoen se akkommodasie-besprekings hanteer en verder R 90 000 se verkope aan poskaarte behaal.

Toerisme-aksies

Die vraag kan gevra word wat die resep vir hierdie positiewe groei ten spyte van negatiewe marktendense is?

In ‘n onderhoud met twee bestuurslede van Stellenbosch 360, Annemarie Ferns en Riël Meynhardt, uitvoerende hoof en raadslid, is dit duidelik dat die organisasie besig is met ‘n langtermyn en deurlopende program wat reeds goeie resultate lewer. “Ons begin nou die vrugte pluk van ons 2014-besoeke na die Ooste (Japan, Korea en Indië) enersyds en andersyds Europa waar ons hard gewerk het om Stellenbosch  as ‘n voorkeur internasionale toerisme- en konferensiebestemming aan toeroperateurs en ander te bemark. 63 toeroperateurs is in Duitsland, Oostenryk, Swede, Nedeland, België en Switzerland besoek en daar is ook drie belangrike samwerkingsooreenkomste beklink.” Sy wys daarop dat gesigte van onder andere besoekers uit Oosterse lande meer en meer opvallend in die omgewing word.

VSA-besoek                                                                                                                                                     ‘n Paar lede van Stellenbosch 360 en die Cape Country Routes-hotelgroep, met die steun van Wesgro, het verlede week teruggekeer van ‘n soortgelyke bemarkingsbesoek aan die Weskus van die VSA. “Ons het ‘n suksesvolle besoek aan 9 groot toeroperateurs in onder meer Los Angeles gebring wat reeds gevestigde bande met ons land het. Verder was ons die eregaste by die jaarkongres van APTA (Association for the Promotion of Tourism to Africa), bestaande uit toeroperateurs uit die VSA en Kanada, waar ons ‘n topklas-aanbieding oor Stellenbosch as toerismebestemming kon gee en verskeie samewerkingsooreenkomste word beoog”, aldus me Ferns.  Verder is die kongresgangers ook by hulle dinee bederf met Suid-Afrikaanse trefferwyne wat deur Neil Ellis, Ernie Els en Spier geborg is.

Volgens Riël Meynhardt bied besoeke soos hierdie veral die geleentheid om Stellenbosch, wat meesal as ‘n dagbesoek-bestemming beskou word, ook sterk as ‘n oornagbestemming te kon bemark. “Ons het die omvangryke ontwikkelinge in infrastruktuur en akkommodasie, restaurante en ander besoekersplekke  in ons omgewing visueel voorgehou en groot impak gemaak. Soos ons weet, spandeer ‘n toeris sowat 75% van sy dagbegroting in die area waar hy oornag.” Hy beklemtoon verder dat die VSA die grootste groeipotensiaal vir toerisme na Suid-Afrika het en dat dit ideaal pas in ons skouerseisoen wat vanaf April tot September strek.

Sukses                                                                                                                                   “Ons is oorweldig deur die entoesiasme van die Amerikaanse toeroperateurs – ons plaaslike kultuurtoere het ook wye belangstelling geniet. Hulle is gereed vir samewerkingsooreenkoste en kan nie wag om ons te besoek en die volgende INDABA in ons land te kom bywoon nie. Ons is ook reeds uitgenooi om volgende jaar se APTA-kongres aan die VSA se Ooskus by te woon”, aldus me Ferns.

‘Stellenbosch tourism’s strong growth’

Following the AGM of Stellenbosch 360 and the organisation’s trade visit to the USA, the Eikestadnuus of Stellenbosch on 15 October carried an article (see clipping below) about ‘Stellenbosch tourism’s strong growth’.

The following were the main points:

  • Although official tourism statistics for South Africa recorded a decrease of 10,3% during the first 6 months of 2015, visitors to the Stellenbosch 360’s Visitor’s Centre increased by 20% during the same period – this strong growth continues the growth of 19% during the same period in 2014.
  • The Visitor’s Centre also achieved record bookings of R 1,7 million for accommodation during the 2014/15 financial year and R 90 000 worth of postcards were sold.
  • According to Ms Annemarie Ferns, CEO, and Stellenbosch 360 Board member Riël Meynhardt, the international trade visits in 2014 to the East (India, Japan & Korea) and Europe to establish and market Stellenbosch as an international tourism, conference and events destination are starting to show some real dividends.
  • During the trade visit to Europe all-in-all 63 tour operators in Germany, Austria, Sweden, the Netherlands, Belgium and Switzerland were visited. Consequently three important joint tourism agreements were concluded.
  • A recent similar high-level trade visit by members of Stellenbosch 360 and the Cape Country Routes Hotel Group – with the support of Wesgro, attending amongst others the AGM of APTA (The Association for the Promotion of Tourism to Africa) as guests-of-honour, was also very successful.
  • Mr Meynhardt emphasized that one of the main focuses of the USA trade visit was to strongly position  Stellenbosch – often regarded as a day-visit destination – as a high-quality overnight destination for international tourists. “A tourist spends about 75% of his daily budget where he sleeps that night. We promoted the fact that we have had extensive developments in infrastructure and accommodation, restaurants and other places of interest to visitors and that we are indeed geared for groups of tourists form the USA.”
  • Mr Meynhardt further mentioned that the USA has the biggest growth potential for global tourism to South Africa and that their visits during the ‘shoulder’ season from April to September ideally suit Stellenbosch.

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