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Presentation by Mariette du toit Helmbold- CEO of Cape Town Tourism at the E-Tourism Africa Summit 2011 in Cape Town

TRANSCRIPT

    • STAYING RELEVANT
    • IN A CHANGING WORLD
    • eTOURISM SUMMIT 2011
  • THE STATE OF THE WORLD
    • Our world has fundamentally changed.
    • Forever
    • Growth is driven by emerging markets such as Asia and South America, while mature markets are seeing low growth.
    • New middle class emerging
      • China: 400-million
      • India:150-million
    • Dont rush in alone without a plan
    • Sustainability is no longer a nice-to-have...
          • Increased costs
          • Moral dilemma of long-haul travel
          • Individual carbon budgets
    • Web and Social Media
      • Most important innovation in tourism marketing is ability to communicate instant, relevant and personalised info
      • Trust, instant, relevant, personalised
      • WISDOM OF CROWDS HAS BEEN REPLACED BY WISDOM OF FRIENDS...
    • Internet now predominant channel for consumers to search for and buy travel
      • 95% of connected generation search for info online
      • 55% bought travel online in 2010 (45%+)
      • 65% were influenced by online community
      • In the USA, about 52% of 152 million adult leisure travellers (79m people) use social media in researching travel destinations and making travel decisions.
    • The smart generation
      • Smart phone and mobile application integration important for tourism
      • It is there throughout the customer journey: instant content sharing
      • 40% of international travellers already own a smart phone
      • 40% + of smart phone owners use devices to get destination information
      • 34% of business travellers and 26% of leisure travellers use them to make bookings
    • How do we stand out from the crowd?
    • The web and social media is the most effective platform for challenger brands like Cape Town to tell our story.
  • Were seeing the web being rebuilt around peoplewhat used to be an information web where people sought to find the what has shifted to a social web where people are looking to find the who? - Rohit Dhawan, Facebook
  • My interest is in the future, because I am going to spend the rest of my life there - Charles Kettering
  • FOLLOW US ON - Twitter: @CapeTownTourism Facebook: I Cape Town