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2010 brand advocacy set to beat Germany benchmark

By: Dr Nikolaus Eberl

Following the FIFA Confederations Cup, a visitor satisfaction survey commissioned by Cape Town Tourism revealed that, out of 323 international visitors canvassed, only one said he would not recommend South Africa as a holiday destination. 3.68% of respondents answered ‘maybe', resulting into an aggregate brand advocacy score of 96% for destination SA.

Record net promoter score

In terms of destination branding, this is the highest brand advocacy score achieved by a FIFA World Cup host yet, beating the benchmark set by Germany in 2006 by almost eight percentage points. Termed the net promoter score (NPS) by Harvard Business School, this measurement of brand advocacy is based on a singular question, this being whether or not a visitor would recommend their destination back home to colleagues and friends.

As evidenced many times over, the word of mouth effect generated by a positive NPS is a key driver of international tourism growth, as Germany's 2006 NPS of 88% translated into year-on-year growth in inbound leisure tourism of 33% and international business tourism of 47% (the latter for the hosting city of Berlin).

Yappies key to SA's tourism growth

Remarkably, the survey revealed that 74% of foreign tourists consider themselves to be adventurous individuals, while 54% described themselves to be risk-taking individuals. This confirms previous indications that destination South Africa has become a major attraction for the emerging class of so-called Yappies, the ‘young adventurous passion-driven professionals', members of the Generation Y from developed countries, such as Europe and the US, who are in search of challenge and adventure, rather than beaches and sunshine.

As evidenced by the growing appeal of adventure-based TV series' such as The Amazing Race and Survivor, the growing class of Yappies is set to become the new trendsetter in adventure tourism.

Word of mouse drives 2010 bookings

Most respondents (53.3%) made use of the Internet to gather information for planning their trip to SA. This was further confirmed by Cape Town Tourism, which has experienced an unprecedented amount of traffic since the launch of its 2010 site, www.capetown.travel/2010.

In particular, consumer-driven blogs are becoming vital for prospective visitors to inform their decision about where to invest their travel dollars, euros or yens.

Value for money a concern

On the other hand, only 15% of respondents believed ‘value for money' to be an attractive aspect of SA. This brings home the recently much-discussed issue of local accommodation providers being tempted to overcharge 2010 visitors and potentially kill the golden goose that has been laying so many international tourism eggs in the past.

The most recent victim to hotel greed has been Zimbabwe's tourism industry, which lost a lucrative deal with MATCH for offering accommodation to 2010 visitors after a number of hoteliers decided to charge exorbitant rates as high as US$600 per person per night.

The rise of American interest

Surprisingly, the most prevalent nationality of foreign tourists attending the Confederations Cup was found to be American (33%), ahead of the Brazilians who made up 20% of respondents. This correlates with the latest ticket sales for 2010, with the greatest demand coming from the US - and already 93 000 sold to American citizens.

Following the US semi-final victory over Spain, “the response since [that] night's victory has been incredible,” said 2010 Local Organising Committee media officer Jermaine Craig. “There's phenomenal excitement from the United States.”

Add to that the recent indication from President Obama's office that the First Family might attend the opening match in 2010, and a US media frenzy is almost guaranteed for the months running up to the event.

SA fans world-class

John Duerden from Europe's leading football site www.goal.com, travelled across SA during the 14 days of the Confederations Cup and had this to say about experiencing the local fans in the stadia:

Most English Premier League teams would kill for such a frenzy of noise and passion - and it is not just down to the vuvuzela. The local fans, famous through South Africa, sang and danced for much of the match in such a fashion that it was impossible not to want to join in. If it is a choice between 30 000 colourful, crazy, chanting supporters and 40 000 souls with backsides firmly planted on plastic seats, then it is no choice at all.

Duerden concluded his Bloemfontein trip with this statement: “It was a memorable moment and begs the question, if people celebrate like this after beating the All Whites, what will happen if they actually do well at the World Cup?”

All things being equal, the 2010 experience promises to be truly memorable and generate many brand lovers for destination SA; which is why - with just over 300 days remaining to kickoff - we should ask ourselves not so much what 2010 can do for you but rather what you can do for winning brand advocates beyond 2010.

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QE2 to sail for Cape Town, Nakheel confirms


Nakheel confirmed on Monday that the historic QE2 cruise liner, which Dubai bought for $100 million in 2007 and planned to use as a floating hotel off the Palm Jumeirah man-made island, will sail to Cape Town in major U-turn in the plans for the ship.

“After months of feasibility studies, it is clear that Cape Town, with ready-made berthing facilities, provides the best opportunity for us to open QE2 to visitors as quickly as possible,” Manfred Ursprunger, chief executive officer of QE2 Enterprises at Nakheel Hotels, said in a statement released to Maktoob Business.

The Queen Elizabeth 2 has been linked with a temporary berth in Cape Town harbour for weeks after Nakheel, part of state-owned conglomerate Dubai World, said it was considering berthing the iconic cruise liner outside Dubai.



South African media reported Nakheel had approached tourism authorities to berth the QE2 at Cape Town's V&A Waterfront, also owned by Dubai World.

Nakheel said it will provide details about the ship’s sailing to Cape Town after it has finalised the plan with the concerned authorities in South Africa.

“Cape Town will provide an exciting environment to experience the legendary QE2 over the next 18 months alongside the rich culture of South Africa and the incredible array of activities, entertainments and excursions available there,” Ursprunger said.

Nakheel said the forthcoming 2010 FIFA World Cup “makes a sensible business case” for moving the ship there.

Any deal still needs the approval of South Africa’s National Ports Authority and Transnet, the country’s major ports company.

Nakheel had planned to turn the QE2 into a floating hotel, but has been left untouched at Port Rashid since its arrival last November.

Berthing the QE2 in Cape Town for the World Cup could generate some much needed cash for Nakheel, which has been hit hard by the collapse of Dubai’s real estate market.


The company itself has put some of its projects, including the Trump Tower, on hold and has retrenched hundreds of staff amid a slump in property sales.

The company is at the centre of growing concerns over the emirate's ability to repay billions of dollars in debt and is entangled in a growing number of disputes over unpaid bills to foreign contractors.

The maturity of a $3.5 billion bond in December, and how to refinance it, is also weighing heavily on the minds of analysts rating Dubai's government-owned companies.

One of the world’s most famous ships, the QE2 had crossed the Atlantic more than 800 times in its 40 years of service and carried more than 2.5 million passengers before arriving in Dubai.

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Cape Town cops undergo fitness training


IN AN effort to make Cape Town safer, its metro police would have fitness training at least once a day, the city’s Metro Police Department said yesterday.

“The metro police are committed to making the city of Cape Town a safer city,” metro police deputy chief Yolanda Faro said in launching the “fitness and wellness programme” at the civic centre.

The programme aimed to promote a culture of physical fitness and health in the metro police, she said.

The four-week pilot fitness and wellness programme began on Monday.

“All constables and sergeants on duty, approximately 600 officers in total, are required to participate in one exercise session per day as part of their normal working day.”

The programme runs until August 14 . It will be held four times a day, during off-peak periods, from Mondays to Thursdays.

On-duty metro police officers will be divided into two groups to train during these times, with two morning and two evening sessions.

The 16 instructors were fully qualified to take officers through their exercise regime, which would include standard battery tests, combat skills training, endurance and cardiovascular training, and team exercises including soccer and netball.

“We are very proud to be the first city in South Africa to launch an exercise programme for our (metro) police service,” Faro said.

“If this pilot programme is as successful as we anticipate it will be, the programme will be extended to include other departments and will run on an annual basis.” — Sapa

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Cape Town gears up for 2010 FIFA World Cup™ Final Draw



As the world's best football nations fight through gruelling qualifying campaigns to make it to the 2010 FIFA World Cup™, one of the world's most picturesque cities stands ready to warmly welcome them.

Cape Town mayor Dan Plato and Chief Executive Officer of the 2010 FIFA World Cup Organising Committee South Africa, Dr Danny Jordaan, today signed the service level agreement for Cape Town to host the tournament's Final Draw at the Cape Town International Convention Centre on 4 December this year.

The Draw, which is expected to be broadcast in almost 200 countries and attended by about 2 000 guests and around 800 media representatives, will determine the match order for the world's top 32 teams who will contest Africa's first FIFA World Cup from 11 June to 11 July 2010.

The agreement sets out the roles and responsibilities for the two parties in staging the event and to provide all the necessary support services. It was signed in typically Cape Town entertainment fashion, with minstrels from the world-famous Cape Town Minstrel Carnival providing the musical accompaniment and performing the popular tune ‘Welcome to Cape Town'.

Executive Mayor Dan Plato said excitement and anticipation amongst the residents of Cape Town was starting to mount as the Final Draw and the 2010 FIFA World Cup approaches.

"We can't wait for the fourth of December and we can't wait for 2010 to welcome all the visitors and spectators to our city. Cape Town is ready and prepared to deliver a memorable Final Draw and to provide unique visitor experiences for visitors and the soccer fraternity alike. The timing coincides with Cape Town's festive season and all stakeholders are working together on integrated planning and preparations for the event," the mayor said.

Jordaan said the Final Draw in South Africa's scenic ‘Mother City' would capture the imagination of the football world and would be a week-long event featuring a number of activities staged by FIFA, the Organising Committee, the City of Cape Town, the Western Cape Provincial Government and all South Africa's Host Cities.

"There are two projects left in the delivery of the 2010 FIFA World, the Final Draw this December and then the tournament itself starting next June. The FIFA Confederations Cup has really shifted the mood world-wide. Where people once questioned and doubted, we've now reached a position where people are looking forward in anticipation and excitement to the FIFA World Cup in South Africa," said Jordaan.

"The Final Draw in Cape Town is a critical date and an important milestone for us. And we could not find a better city in which to host it. Cape Town's a wonderful location and its Greenpoint Stadium is a landmark, one of the best in the world," Jordaan added.

The Executive Mayor said the 2010 FIFA World Cup came at an opportune time for the city and had already created a number of job opportunities in especially the infrastructure sector.

"The impetus of expenditure and investment in infrastructure for 2010 could not have come at a better time to counteract the effects of the economic slump. While not every individual or suburb of Cape Town will benefit directly from the World Cup, improved facilities, services and infrastructure will benefit all indirectly," said Plato.

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oh dear...

IRT on hold as costs double[/b]

3 August 2009, 19:40

By Anel Lewis

Metro Writer

The cost of the City of Cape Town's revamped public transport system has more than doubled from R1.45-billion to R3.5-billion in less than a year.

The total cost of the buses at the heart of the Integrated Rapid Transit System (IRT) was not included in the original cost estimate, nor the reinforced concrete needed for the busways, among other.

The City has launched a probe.

Now the first phase of the IRT will have to be down-scaled, with the upgrade of all of the R27 and Table View routes put on hold until the city can get further funding for the project.

The West Coast services were supposed to be done by 2010, but now there is only enough budget for the inner city services and a link to the airport.

Meanwhile the city will need to budget for an extra R115m to pay for the operating costs of the transport system after 2012 unless extra external funding can be secured.

The whole of Phase 1A, including the inner city and the West Coast corridor of Atlantis, Dunoon and Table View, was to have cost R1.32bn.

The city's finance portfolio committee has questioned the competency of the consultants who drafted the initial costing analysis for the project, saying that the Standing Committee on Public Accounts (Scopa) should be asked to investigate the apparent budget bungle.

"The costs have not gone up by five or 10 percent, but by as much as 200 percent. This calls into question the quality of the people who drew up the business plan," said portfolio committee chair Ian Iversen.

He called for a"full investigation" of what went wrong, adding that the city's transport department would be held accountable.

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Granger Bay traffic circle open for business - months ahead of schedule

1 September 2009

Cape Argus

THE CITY'S new-look, multi-million-rand Granger Bay Boulevard and connecting road is fast taking shape, and is expected to be complete by February - months ahead of schedule, according to the city's transport directorate.




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Accommodation: 70,000 beds in Greater Cape Town Area by June 2010

Cape Town Tourism comments on high pricing allegations over 2010

Featured, Industry Corner — By Muzi Mohale on September 14, 2009 at 12:07 pm

Currency conversions based on 14 September 2009 at £1 to R 12.48

In a response to recent UK media reports, which have suggested that South Africa is out-pricing itself ahead of the 2010 FIFA World Cup, Cape Town Tourism says that runaway statements about prohibitive prices are being based on a skewed perspective of the broader tourism offering.

“Like many other top world cities, Cape Town does have some high end luxury products like private, serviced villas located in exclusive areas and on the edge of the ocean and these properties do appeal to the prestige visitor at the top end of the market. On the whole, Cape Town’s pricing strategy is well balanced for the duration of the 2010 FIFA World Cup,” insists Cape Town Tourism CEO, Mariette du Toit-Helmbold. “The majority of the local industry is responsible operators that realize a value-for-money return on any holiday investment is essential to ensuring that the destination is not labelled ‘greedy’ now or after the event.”

Cape Town has played host to many major events, like the recent IPL and Lion’s Tour, and the industry prides itself in offering visitors exceptional service and authentic experiences at good value for money rates.

For the most part, accommodation establishments in Cape Town are posting rates for the 2010 FIFA World Cup that is equivalent to their peak season rates. A good indication of the public’s favourable response to this is that many of them are already fully booked. Average costs for a night in a centrally located guest house are forecast at an average of R 500 – 800 (£40- £64.10), whilst an award-winning four star city hotel is charging on average R1900 – R2 400 (£152.24 –£192.30) per night for a room. Renowned five-star waterside hotels are asking in the region of R 5000 per person per night, sharing (£400). A variety of serviced self-catering apartments and cottages are also available at rates that average from R200 – R500 per person per night (£18 – £40). Cape Town Tourism also recommends unique community based accommodation experiences that range on average between R200 – R600 per person per night sharing (£18 – £45). Day trips and excursions range on average between R120 (£18) for a City Sightseeing Bus Ticket, valid for two days, and R400 per person for a full day tour (£32) like a wine or cultural tour. Cape Town offers some of the best food and wine experiences in the world and three course meal prices in an upmarket restaurant will range from R250 – R550 (£20 – £45) with a good bottle of wine priced at an average of R120 – R300 (£9 – £24).

Cape Town has an excellent accommodation capacity, but allowance where appropriate has been made for temporary accommodation, with particular reference to the budget sector, which could be an area of short-fall in Cape Town. An August 2008 survey commissioned revealed that Cape Town will have ample bed capacity for the 2010 FIFA World Cup. Cape Town’s accommodation capacity (including accredited and approved temporary accommodation stock) currently stands at 56 000 beds and an estimated total number of 70 000 beds should be on line by June 2010 in the greater Cape Town area. Furthermore, Cape Town is in close proximity to regions like Winelands, Overberg and Garden route with good capacity as well.

“Cape Town Tourism is working hand in hand with MATCH and FIFA to encourage as many establishments as possible to contract with MATCH, but we understand too that the decision to sign up to MATCH is a business decision that each individual tourism business must make, weighing up their unique situation, requirements and suitability. Many accommodation establishments either do not fit the MATCH profile or do not wish to sell their accommodation through MATCH due to business reasons of their own”, says du Toit-Helmbold.

Much of the hotel chain stock in Cape Town has been absorbed by MATCH who required that rates were no more than 16% higher than those charged in the summer of 2007.

Sean Kritzinger, Managing Director of Cape Town’s Gilt Edge Travel www.gilt-edge.com feels that the market has remained fair in the face of temptation. “We have already sold over 50% of our packages and we have encountered very reasonable attitudes from the industry as a whole.”

Du Toit-Helmbold also alluded to problems with those sectors of the industry that were not accredited or endorsed by any of the official tourism organisations. She urges visitors to check the legal status of establishments and service providers before they book and suggests that visitors enquire with Cape Town Tourism to avoid disappointment. “Other than urging caution and the use of good common sense, Cape Town Tourism has no control over the quality of establishment or prices charged by people renting out their private homes. Visitors wanting to ensure that they get what they pay for should go through a recognized organization or reputable agent.”

Cape Town Tourism’s Du Toit-Helmbold says that the tourism body has been consistently firm in its stance on pricing and has embarked on an industry awareness campaign around responsible pricing and practice in the run up to the World Cup. “We have taken heed of the lessons that other destinations have learnt during global events in the past, and we have communicated these messages to our membership and the tourism sector as a whole.”

Cape Town, prior to 2010 FIFA World Cup, is an immensely popular tourism destination; voted by The UK Telegraph as their readers’ favourite holiday destination in 2009. “We are intent on using the great marketing opportunity that the 2010 FIFA World Cup affords us, to showcase the destination as a place to which you want to return. High prices and a lack of good service will not reflect well on us and we are focusing all our energy on ensuring that not only our infrastructure but also our mindset is on target and ready to welcome the world”, comments Du Toit-Helmbold.

Fans wishing to attend the 2010 FIFA World Cup on a budget that works for them are advised to contact Cape Town Tourism for suggestions on accommodation, transfers, car hire and tours. www.capetown.travel/2010 or email: 2010@capetown.travel or Tel: +27 (21) 487 6800.

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  • 2 weeks later...

Cape Town’s bustling as 2010 Final Draw approaches

(LOC) Thursday 24 September 2009

The City of Cape Town's catchphrase for the 2010 FIFA World Cup™ is "ready to welcome the world".

Rather than a catchy, throwaway line, however, city officials are working flat out to ensure they are true to those words and are meticulously planning to ensure they are indeed ready in all respects when it matters most.

Cape Town's first opportunity to showcase its readiness for global sport's biggest showpiece will come when it hosts the Final Draw for the 2010 FIFA World Cup™ on Friday 4 December 2009 at the Cape Town International Convention Centre (CTICC).

Today was a national public holiday in South Africa, but this certainly wasn't the case inside room 1.40 of the CTICC this morning as over 100 City, Western Cape Province, FIFA and 2010 Organising Committee officials gathered to earnestly fine-tune plans for the Draw.

Illustrating the City's commitment to staging a successful Draw for the world's football fraternity was the fact that the Executive Deputy Mayor of the City of Cape Town, Ian Nielson, was personally on hand today and an eager participant in the deliberations.

While Cape Town is a picturesque city that receives its fair share of international acclaim for its many tourist offerings, the Final Draw for Africa's first FIFA World Cup will be a mega showcase for the city as it welcomes the world's media, broadcasters and FIFA football family, including the coaches of all the qualified teams such as Fabio Capello, Dunga and Bert van Marwijk.

With football powerhouses such as England, Brazil, Holland, Japan, the two Koreas and Ghana among the countries that have already qualified for the 2010 FIFA World Cup, excitement is certainly mounting for the Draw - which will determine the tournament's groupings and match locations.

"We're looking forward to the Final Draw. The fact that so many people are here today on a public holiday shows the great interest and commitment we have to host the greatest World Cup ever here in Cape Town. The city is really starting to feel the bustle and excitement of hosting the Draw. But we don't just want to host a very good Draw, but an excellent one that will be remembered for a long time to come," said Nielson.

An exciting Draw week is planned, which will showcase Cape Town and South Africa's music, history, exquisite scenery, culture and most visibly the city's showpiece Green Point Stadium - which will host one of the 2010 FIFA World Cup's semi-final games.

But before what's set to be a huge party takes place in one of the country's entertainment meccas, the hard work and grind that precedes it is proceeding well.

Transport routes for the event were discussed today, as well as back up routes, accreditation procedures, medical facilities, broadcast positions, photographer positions, media working areas, branding concepts and security plans as well, among a myriad of issues as the City, Province, Organising Committee and FIFA streamline their plans.

And at the end of a productive day the consensus is no doubt that Cape Town certainly is well on its way to being "ready to welcome the world" and coming good on its confident tournament slogan.

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BBC to shell out for World Cup studio in South Africa

Exclusive by Justin Penrose 20/09/2009

They'll spend thousands for studio on hospital roof


Gary Lineker will present the BBC's World Cup coverage from a lavish glass studio on a hospital roof with stunning Cape Town views.

The Beeb is spending tens of thousands of pounds on the structure in the South African city, which it will use for just two months. The corporation beat off competition from other broadcasters to secure the spot on top of Somerset Hospital at the foot of Table Mountain

The building is within walking distance of five-star hotels which could provide accommodation for the broadcasters and their team. A source said: "The studio is in a great location but it'll cost a fortune. You have to ask whether it's a waste of licence fee payers' money. You don't really need a stunning backdrop for a bunch of football pundits to talk."

As well as the sea, Table Mountain and the new 64,000-seater stadium, fans tuning in for the competition starting on June 11 will also get views of Cape Town's famous V&A Waterfront complex and marina.

BBC chiefs have signed a deal with the hospital and will meet officials tomorrow to finalise the arrangements.

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I've read in some Brazilian websites that the construction of the Durban stadium is delayed and its test event (I guess a friedly against Japan) will probably be moved. What about Cape Town? When is the test event going to happen and is the construction within schedule?

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The Japan match was a rumour. A stadium must host test events before large events e.g. 20,000 then 40,000 then 60,000.

Construction remains on schedule for October 2009 in Durban and December 2009 in Cape Town.

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Luxury cruise ships to sail into Cape Town for World Cup

By Clayton Barnes

Two of the world's most luxurious cruise ships are to berth in Cape Town next year.

American cruise ship company Holland America Line has confirmed that two of its vessels, the MS Noordam and MS Westerdam, are to sail into Cape Town on June 10.

Speaking to the Cape Argus from the Holland America Line's head office in Seattle in the US on Thursday, spokesman John Primeau said the two luxury vessels were scheduled to remain in South Africa until July 12.

He said 1 916 guests had signed up for the MS Westerdam, and 1 918 guests for sister ship MS Noordam.

German company One Ocean Club is promoting the trips.

Spokesman Hartmut Schultz said that the One Ocean Club would offer 4 600 additional beds for World Cup guests on what were two of the world's largest cruise ships.

"This service will be supplemented by a full-scale premium hospitality programme drawn up in close co-operation with its South African partners and local authorities," he said.

"During a similar project for the 2004 Olympic Games in Athens, the One Ocean Club project group successfully managed 'German Ship Athens 2004' in co-operation with the German National Olympic Committee and the Athens Olympic Committee."

From Cape Town, the vessels are to cruise to Port Elizabeth and Durban, then sail back to the city for the last two weeks of the tournament.

Schultz said One Ocean Club staff had been in South Africa for three years, exchanging information with the authorities and establishing a basis for close co-operation with local companies during the event.

"Around 80 percent of the food used on board over the four-week period in June is to be supplied by local partners," he said.

"Regional cultural events, excursions organised in partnership with South African operators, and numerous other co-operation projects round off the programme."

Also, One Ocean Club guaranteed guests the highest level of safety during their stay on board, and the best possible on-shore escorts.

"A high-quality security concept, including controls in the harbours and on the ships, as well as shuttle services between the airports, ships and stadiums, will provide visitors with around-the-clock protection," he said.

The MS Westerdam is the third of the Holland America Line's Vista Class ships, as well as being the third ship to bear the moniker Westerdam.

The ship was christened on April 25, 2004 in Venice, Italy, by Dutch actress Renee Soutendijk. It is sister to the MS Oosterdam, MS Zuiderdam, and the MS Noordam.

The Noordam was christened on February 22, 2006, in New York by the actress Marlee Matlin. The name has been used by several ships run by the Holland America Line.

Bus company and tour operator iKapa has been hired to provide transport and day tours for the ships' passengers. It said deposits had been paid for transport and tours.

Brett Dungan, the chief executive of Fedhasa, has said the Queen Elizabeth 2, which was expected next year, will not dock in Cape Town after all.

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