Tourism and related Services (including 2010 FIFA World Cup™) Stakeholder Interactive Session
Topic: “Determinants for a Competitive Tourism Industry during the 2010 FIFA World Cup for Tshwane as a Host City”
Presented by: Mvenselwa.J Mahlangu
Content
• TITIIC 2008
STRATEGIC TOURISM INVESTMENT PRIORITIES (THE “BIG-SIX”) FOR TSHWANE – PROPOSAL FROM STAKEHOLDERS
• TSHWANE TOURISM FAIR 2008
(THE NEW FACE OF TSHWANE)
• TSHWANE TOURISM ACTION TEAM
(COLLABORATIVE PARTNERSHIP)
• TSHWANE EXPERIENCE – IT!
(ACHIEVEMENTS TO DATE)
• TSHWANE TOURISM – INVEST IN IT!
(TOURISM OPPORTUNITIES)
TITIIC 2008
STRATEGIC TOURISM INVESTMENT PRIORITIES (THE “BIG-SIX”) FOR TSHWANE – PROPOSALS FROM STAKEHOLDERS
1. Establishing a relevant and representative umbrella tourism body for Tshwane should be a key priority – underpinned by a shared vision; guiding values/principles; and a strategic framework (highlighting the strategic priorities, action plans, responsibilities, roles, relationships etc). Establishing and implementing a unique and distinctive Tshwane tourism brand image and identity and a powerful competitive positioning strategy for Tshwane, both in the local and international marketplace. Launch a targeted and focussed internal marketing drive - to create tourism awareness and excite and involve Tshwane stakeholders at large (from local communities to the diplomatic community) to become brand ambassadors and marketers for Tshwane. Government should facilitate a focussed human resources and capacity development drive to, among others, empower current and prospective entrepreneurs and to facilitate seamless partnerships among both established and emerging entrepreneurs. Government should ensure a relevant and conducive environment to attract and sustain relevant tourism investment in the future – and also facilitate a “leveraging tourism opportunities beyond 2010” strategy to avoid a post 2010 “vacuum”. Fundamental to the future tourism strategy should be a strategic emphasis on environmentally responsible tourism. Ideally, as the Capital City, Tshwane should lead the environmental and social responsible drive.
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TSHWANE TOURISM FAIR 2008
THE NEW FACE OF TSHWANE
1. 2. 3. This first Tshwane Tourism Fair took place from 6 to 7 October 2008. The inaugural Tourism Fair set the benchmark for tourism development in the City of Tshwane. The primary objective: To act as a platform to determine future developments to position the City as a preferred tourism destination and to give feedback to all stakeholders.
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Pre-conference conversations were hosted during September 2008 for major stakeholders to “refresh their memories” on the Tshwane tourism Master Plan and to obtain buy-in for the Fair.
Day one was a Conference-on-Tour day, with delegates departing on tour buses to the following themed Conference-on-Tours: Business Tourism; Leisure Tourism; Sport Tourism, Events and Conferences and Eco-Tourism. Day two of the Conference included speakers representing the local tourism industry, two international speakers who spoke on international best practices and speakers from both the Provincial and National levels of Government who provided further context to the deliberations. The Tshwane Tourism Fair 2008 concluded with the signing, by all conference delegates of a Stakeholders Accord based on the conference deliberations and the resolutions adopted by the Conference.
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TSHWANE TOURISM FAIR 2008
THE STAKEHOLDER ACCORD:
We, the members in the tourism industry in Tshwane are forging linkages for future tourism development. This will enhance our common goal – strengthening the marketing of tourism products to attract more tourists. We are well aware that tourism initiatives should be government led, private sector driven and community based. We will work together to optimise citywide tourism opportunities from a cultural, business and capital city perspective. This, we believe, will assist in accelerating economic growth and development of all tourism products, including those of SMMEs, women and the youth. We will work together on the roll-out of long term tourism development and marketing projects like a business and action plan with measurable performance indicators, a tourism brand for Tshwane, a tourism website, official travel publication and a schedule for the formation of a regional tourism organisation. Our cooperation will make tourism development and marketing in Tshwane an example of an inclusive local approach to tourism with a seamless public/private partnership that works.
In the long term it should tangibly benefit the residents of Tshwane through the ripple-effect of tourism– increased tourist spend, job creation and the spreading of wealth.
TSHWANE TOURISM ACTION TEAM
COLLABORATIVE PARTNERSHIP
One of the Conference resolutions was the creation of a Tshwane Tourism Action Committee who was tasked with ensuring that the momentum created by the Conference was not lost. This team representing various local tourism bodies, private business and local government has already commenced its business and is working closely with the City on inter alia the following matters: • A final Tourism Strategy and Action Plan – the draft framework has already been completed and a stakeholder workshop and information session (attended by more than 50 stakeholders) has been held. The final document was ready for comment early in January 2009 and a report in this regard will be submitted shortly; GTA – various meetings have taken place with a view of fostering and enhancing a better working relationship relating to the Tshwane tourism sector as well as accessing possible financial support; Tshwane Tourism Branding – The task team is working closely with SA Tourism to incorporate and implement a national focused international branding and awareness logo. A report in this regard is being compiled for submission to Council;
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TSHWANE TOURISM ACTION TEAM
COLLABORATIVE PARTNERSHIP (Continue)
• • Tshwane Tourism website – the recently launched website is being monitored and basic upgrades are being done free of charge whilst a maintenance contract is being finalised; Marketing material – The task team is assisting with the review of all City tourism marketing material which is to be in place prior to the Confed Cup; Assessment of services – The task team is evaluating the feasibility and effectiveness of the various information service centres whilst at the same time looking at ways of expanding the dispersing of tourism information to the visitor/tourist; Training of bus drivers – The task team is overseeing the creation of a training process whereby City bus drivers are to be trained in the basics of tourism awareness so as to assist foreign visitors within the city. It is envisaged that this programme be extended to various other frontline service delivery points serving the tourist market;
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TSHWANE TOURISM ACTION TEAM
COLLABORATIVE PARTNERSHIP (Continue)
• • • • SAACI Conference – The task team is coordinating the sectors involvement in the 2009 Southern African Association for the Conference Industry (SAACI) taking place in the City in July 2009; RTO – The task team is passionate about the urgent creation of a Regional Tourism Organisation (RTO) for the City as it was one of the aspects that came to the fore at the Tourism Fair; Soccer events – A close working relationship has been created with the 2010 Office and various information sessions are envisaged to ensure that the tourism sector is fully on board with the upcoming soccer events; and 2nd Tshwane Tourism Fair – The task team is assisting with the provisional planning for the 2009 Tourism Fair later this year. This is a major aspect as it requires the putting into place a tourism structure for a 12 month period to administer not only the 2009 Conference but to administer and monitor the postconference resolutions. Committee is looking at ways and means of sourcing additional financial resources so as to reduce the burden on Council.
TSHWANE EXPERIENCE – IT!
TOP 10 PRIORITIES
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Developing a branding strategy for Tshwane within the national tourism branding framework being implemented by South African Tourism. 2. Developing a cutting-edge and user friendly website with links to relevant key websites, as well key marketing tools. (E.g. visitors guide, activities/events newsletter and sizzle brochure). 3. Ensuring a focussed service excellence training and capacity-building initiative. 4. Launch a focussed service excellence training and capacity-building initiative. 5. Launch an initiative to leverage and capitalize on key events 6. Develop a research programme and database of key tourism resources (with the initial focus on the accommodation sector. 7. Launch a concerted community awareness and involvement drive to excite and engage the community at large as good hosts and personal marketers. 8. To contribute to the creation of a conducive enabling environment for visitor’s in collaboration with key stakeholders (e.g. health, safety, facilities for the disabled, etc.) 9. To place strategic priority on environmental issues and support a strong Tshwane greening initiative. 10. In accordance with the philosophy that “structure should follow strategy” the establishment of an appropriate Regional Tourism Organization, which us representative of all key stakeholders, will be established as a strategic priority.
TSHWANE EXPERIENCE – IT!
ACHIEVEMENTS TO DATE
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A final Tourism Strategy and Action Plan – Completed! GTA partnership – Events, eMarketing Integration Tshwane Tourism Branding Tshwane Tourism Website Marketing material Assessment of information service centres - open and office next to Loftus with effect from 1June 2009 to cater for conf, 2010 and beyond. -Has appointed 5 information officers for information offices in all 5 Regions. Training of bus drivers SAACI Conference RTO -The report to serve before portfolio, MICO and Council in June 2009. Soccer events 2nd Tshwane Tourism Fair
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TSHWANE TOURISM – INVEST IN IT!
TOURISM OPPORTUNITIES
Centre for traditional healing and National heritage site
Project location : The project will be implemented at Vlakplaats farm, near Laudium suburb. Project Purpose To establish a medicinal plant hub To establish a research laboratory fro traditional medicines To establish a hospital Project value ZAR 400m Project description • The National Centre for Traditional Healing and Reconciliation (NCTHR) will be one of the farms used in the preservation of medicinal herbs, where medicinal plants would be grown in order to conduct research on the traditional medicines. • The National Centre will further promote collaboration between traditional health practitioners and practitioners of Western medicine to contribute to a holistic service within the National Health System. • It would also play a role in developing the dignity, respect, recognition of and confidence in traditional healing and traditional healers within the nation. • It will organize South African stakeholders to collaborate with external partners in the research of traditional medicines. • The core and key stakeholders of this project are traditional health practitioners, from whom this project will rely upon for expertise in the medicinal herbs and processes involved in this project.
TSHWANE TOURISM – INVEST IN IT!
TOURISM OPPORTUNITIES
Tswaing meteorite crater
Project location: 40 km north-west of
Project value: ZAR 200m
Project description • • • • We envisage the development of Tswaing Meteorite Crater as ecotourism destination within the greater Hammanskraal / Centurion Development Corridor of Tshwane. Tswaing Meteorite Crater is a potential Geopark that will focus on ecotourism. A Geopark is a nationally protected area containing a number of geological heritage sites of particular importance, rarity or an aesthetic appeal. These earth heritage sites are part of an integrated concept of protection, education and sustainable development. A Geopark seeks to conserve significant geological features, explore and demonstrate methods for excellence in conservation.
TSHWANE TOURISM – INVEST IN IT!
TOURISM OPPORTUNITIES
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A Geopark organises activities and provides logistic support to communicate geo-scientific knowledge and environmental concepts to the public. A Geopark stimulates economic activity and sustainable development through geo-tourism. In geological terms, the Tswaing Meteorite Crater represents one of the youngest and best-preserved small bowl-shaped meteorite impact craters in the world. It used to be known as the Pretoria Saltpan or Soutpan. Tswaing Meteorite Crater Museum focuses on the conservation, research, education and management of the crater as a tourism destination. As a tourism destination, Tswaing promotes the sustainable development of environmental and cultural resources in away that supports and defines the unique spirit of the area for the people by the people. This will include a lodge, planetarium, conference centre, recreational and educational facilities that focus on youth development and sustainable community building.
TSHWANE TOURISM – INVEST IN IT!
TOURISM OPPORTUNITIES
Project Name: Tshwane International Convention Centre Project Location: The entire project, in the shape of the African continent, is being developed on a 14ha site in Centurion between the following roads: John Vorster on the south, Hendrik Verwoerd on the west, South Street on the north and Lenchen North on the east. Project Purpose To establish an International Convention Centre ,hotels, retail and office park for hosting events in the city and becoming a dedicated function and conference facility for the highest international standards that ranks with the best in the world. Project Value: ZAR 4.9bn Job Creation: 38 000 new jobs Project Description/concept • The TICC is a place where people from all walks of life are brought together for the purpose of conferences, events and exhibitions, a tangible demonstration of the power of partnership, and an excellent example of the success that can be achieved when public and private enterprises work together towards shared goals. The Tshwane International Convention and Entertainment Centre which will be built in the shape of the African continent will compete with similar facilities in Durban, Johannesburg and Cape Town in a Convention industry worth about R325bn a year.
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TSHWANE TOURISM – INVEST IN IT!
TOURISM OPPORTUNITIES
Phelindaba lodge and International Conference Centre Project location: The proposed Hotel Development sits at a critical juncture within the Hartebeesport and Pretoria Areas of the two Provinces Northwest and Gauteng. It is located at the corner of R511 and N4 Street and is adjacent to the New Hartebeespoort Residential Developments and few kilometers to the Dam. Project Value: +/- R100 million Job Creation: 150 Project Description • • The Hotel development, would be build on 2,5 hector comprises of three level convenience type with 200 parking bays and the prospect of extension in future with a coverage of approximately 5000sqm. The propose building is to consist of plastered and painted brickwork, sandstone clad feature wall, tilling to columns, aluminums shop fronts, block paving or tar for parking and palisade boundary fencing.
Thank You!