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Friday Oct 11, 2013

Cape Town must be 'more than just a pretty place'

Although the tourism industry generated nearly R15 billion in 2012, Cape Town cannot afford to be complacent, says mayor Patricia de Lille.

'In a competitive marketplace, we have to make Cape Town stand out. We have to find ways of packaging everything this city has to offer, everything that we believe in and love, and to draw people here to visit, work, invest and do business.'

Speaking at Cape Town Tourism's annual general meeting yesterday, De Lille said: 'As a city we are encountering forces of urbanisation, unemployment challenges and service delivery needs. With few exceptions, resources are limited.'

The city was moving away from marketing Cape Town as just a beautiful destination. It was also looking at ways to market the city as a place to do business. 'The changes in our strategy are very brave and creative, but they will benefit all of us in the city.'

De Lille, pictured, said Cape Town Tourism had been involved in repositioning the city. 'As you discuss your annual performance and your plans for the year ahead, I encourage you to think of new and creative ways to complement the city's broader marketing efforts.'

Sabine Lehmann, chairwoman of the Cape Town Tourism board, said 2014 would be an important year for Cape Town, as it took on its role as the World Design Capital. 'We will use this opportunity to bring new visitors to our city.'

Cape Town Tourism reported that for the 2012/2013 financial year, it had kept costs under control despite confirmation of grant funding from the city.

The organisation welcomed the increase in city funding from R36 million to R37.5m for the new financial year, as well as the ongoing discussions about a longerterm funding contract with the city.

Enver Duminy, the chief executive of Cape Town Tourism, said they had interacted with more than three million visitors in the past year.

Cape Argus


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