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Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
2013
Great Wine Capitals Global Network Market Survey
“The Pillars Of Wine
Tourism Performance”
Executive Summary For Cape Town | Cape Winelands
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
2013
This summary report highlights the wine tourism performance of Cape Town,
a member of the GREAT WINE CAPITALS GLOBAL NETWORK (GWCGN).
We collected data from the GWCGN capitals during the summer of 2013.
The number of survey responses for Cape Town was only 13, which severely
limited the scope of the analysis and conclusions. Nevertheless, we highlight
some key findings below.
Please, consider the Cape Winelands of South Africa when referring to Cape
Town in this report
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
Wine Tourism Revenues Breakup
Wine Tourism Revenues and Top
Sources of Profits
Wine Tourism
Revenues
Break−up
Wine sales 70 %
Accomadation 9 %
Food 10 %
Tastingfees 2 %Merchandising 3 %
Hosting / Rest 6 %
For the 2013 survey, we find that
lowpriced wines (price less than
$15/bottle) represent a top source
of profits (with 54% of responses) in
Cape Town. The next two top
sources of profits are Hosting
Events and highend wines on equal
footing with Food Services.
Top Sources of Wine Tourism Profit
38 % Greater $ 25 each
Merchandising
Btwn $ 15 and $ 25 each
Tasting fees
Accommodation
Mixed wine
Food services
Cross selling
Hosting events
Wellbeing activities
Less $ 15 each
15 %
23 %
8 %
54 %
8 %
15 %
38 %
0 %
46 %
0 %
Top Sources of Profit
Among all great wine capitals,
Cape Town has the largest
percentage of revenues associated
with Hosting events.
From the standpoint of Cape Town
wineries, Wine Sales, Food and
Accommodations are the most
important sources of revenues.
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
Infrastructure investment is the
top investment category for the
20122013 period in Cape Town,
on equal footing with Training
Employees. Improving Services is
the second top category.
Investments in Wine Tourism
Wine Tourism Investments and
MarketingJust like in the 2012 survey, we again find that
the top marketing tool used across the sample
of all great wine capitals is a winery’s Own
Website. Nevertheless, for the specific sample
of Cape Town wineries Own Website is not a top
category. Social Networks, Region's Fame and
Citations by guides are the top three marketing
tools, using one's Own Website only comes in
eighth place. On the other hand, Cape Town
distinguishes itself amongst all the great wine
capitals by a promotional strategy that strongly
emphasizes Authentic Experience.
Top Marketing Tools Used
52 % Infrastructure
Imp services
Market positioning
Training emp
Cultural Entert.
None
Strategic partn.
43 %
52 %
43 %
13 %
35 %
13 %
Top Investments
0 %
Men
tion
ed o
ther
web
site
s
Bor
chur
es
Soc
ial Net
wor
ks
Spc
lzed
med
ia
Tou
r Op.
App
elat
ion Tou
rism
xhib
Tra
vel A
genc
ies
8 %
55 %
8 %
0 %
25 %
0 %
0 %
34 %
8 %
0 %
17 %
Sus
tain
able
Cita
tion
s
Ref
erra
ls
Aut
hent
ic E
xper
ienc
e
Mai
ling
/ New
slet
ter
Cult
ural
Fes
tiva
ls
Win
efai
rs
Win
e Co
ntes
ts
Reg
ionf
ame
Use
mob
ile a
pps
42 %
8 %
33 %
0 %
8 %
8 %
8 %
8 %
16 %
43 %
Ow
n w
ebsi
te
Tou
rism
Off
Tra
diti
onal
Ad
Tas
ting
Eve
nts
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
In terms of Numbers of Visitors per
winery, Cape Town has the highest
average among all great capitals.
However, it has the lowest average in
terms of Spending per Visitor. Cape
Town wineries welcome the greatest
percentage of Local visitors amongst
all great capitals (43%). In terms of
age groups, Cape Town and other
wine capitals like Florence appear to
attract a younger clientele. 46% of
visitors are females.
Tourists Characteristics
Nationals 27 %
Internationals 31 %
Locals 42 %
36 to 55 42 %
Above 17 %
18 to 35 41 %
Tourists per Origin
Tourists per Age Categories
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
Regarding External Factors
perceived by wineries to help
business or not, Cape Town
wineries testify that the Natural
Beauty of the region and Location
are key positive factors. Other
positive factors are Internet use
and Cooperation with Other
Wineries.
Consistent with the findings of the
2012 survey they report that
Signage, and Public Infrastructures
can be factors that impede
business. Opinions regarding the
impact on business are divided
regarding Cooperation with other
Businesses, Marketing by Tourism
Offices and Membership to any
Business Association.
Positive and Negative Factors for
Business
Totally negative
Somewhat negative
Neutral
Somewhat positive
Totally positive
Landmark Natural B Location Access OtherAct LocalFacilities CoopwBus MarkTO PublicInf Signage
50%
0%
10%
20%
30%
40%
60%
GWCmenber Association ChamberorBusA Tousism A TourOp CoopWineries Internet FameRegion TourismPolicy
50%
0%
10%
20%
30%
40%
60%
70%
80%
80%
70%
External Factors − Part 1
External Factors − Part 2
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
The 2013 edition of the GWC survey
has produced some interesting
findings for the wineries of Cape
Town. Cape Town attracts a large
percentage of younger and largest
percentage of local tourists by
comparison with other great wine
capitals.
Cape Town wineries demonstrate a
commitment to invest in
Infrastructure, Training Employees
and Improving Services, which
appears to support the activities that
bring in more revenues and profits,
such as highend wine sales, Hosting
Events and Food Services.
Overall, Cape Town wineries use a mix
of promotional tools, with a
greater emphasis on modern communication
tools (Social Networks) vs. standard ones
(Tour Operators). Cape Town wineries stand
out in the sample of great wine capitals (with
BilbaoRioja) for emphasizing the notion of
Authentic Experience in their marketing stra
tegy. Cooperation with Other Wineries is also
perceived as a strong positive factor.
One must exercise caution when trying to
extend managerial implications from a small
sample of wineries to the whole the region.
Nevertheless, it appears that perhaps there is
room for Cape Town wineries to use more
their Own Websites as a means to enhance
their connectivity to clients, or even tools
such as Mobile Apps. There also seems to be
opportunities to create a better cooperation
with Tourism Offices and other complemen
tary tourism related businesses, as a means
to enhance revenue windfalls.
Managerial Implications and
Conclusion
Copyright GWCGN. No part of the content of this document is to be reproduced in any media without the expressed consent of GWCGN For any further information: gwc@greatwinecapitals.com
Bordeaux Cape Town Firenze Mendoza PortoBilbao Rioja Christchurch Sousth Island Mainz Rheinhessen San Francisco Napa Valley Valparaiso Casablanca Valley
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