As Tourism Month kicks off, Wesgro, the official tourism, trade and investment promotion agency for Cape Town and the Western Cape, unveiled an innovative suite of digital resources called ‘Playbooks’, reports Cape {town} Etc.
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These Playbooks, available through the Wesgro website, provide a comprehensive collection of digital assets – including itineraries, maps, images, videos and blogs – around some of the most iconic spots and activities the province has to offer.
In doing so, the collection is set to bolster the marketing of Cape Town and the Western Cape as a premier travel destination. Additionally, they are freely accessible and can be repurposed by the tourism industry value chain to promote the region’s diverse attractions and experiences to both local and international audiences.
According to Wesgro, the agency developed these destination Playbooks to address key challenges the tourism sector globally and locally is facing since the pandemic.
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Destinations that are easily packaged and understood are preferred by an industry that is pressed for time, and accessing information digitally is key. As the industry evolves rapidly, there is a pressing need for accessible marketing resources, especially for newer operators.
The Playbooks aim to close the knowledge gap through the promotion of the region and its offerings by providing detailed information and enhancing the understanding of the destination’s unique experiences.
The themes, aligned with the WCG’s Tourism Blueprint, are designed to highlight the region’s strengths and provide the tourism sector with ready-to-use content that streamlines marketing efforts.
The themes include:
- Gastronomy (showcasing unique culinary traditions and local dishes)
- Golf
- Halaal Tourism
- Sustainability
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Tourism plays a key role in the province’s economy, contributing approximately 10% to the region’s GDP. The area is renowned for its diverse attractions, including pristine beaches, iconic landmarks, world-class wine regions and vibrant cultural festivals, making it a highly sought-after destination for locals and visitors alike.
The introduction of the Playbooks is, therefore, a strategic move to strengthen the sector, ensuring that it remains competitive in the global market by equipping industry professionals with the tools they need to effectively promote the region, explains Wesgro CEO Wrenelle Stander.
She stressed the importance of collaboration between the public and private sectors in promoting the region.
‘We believe that effective marketing of Cape Town and the Western Cape requires strong partnerships with the private tourism sector,’ says Stander. ‘By providing these easily accessible digital assets, we aim to strengthen our tourism industry and maximise its economic impact.’
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Sharing the sentiment, WC Minister of Agriculture, Economic Development and Tourism Dr Ivan Meyer highlighted the importance of embracing digital tools in today’s competitive tourism landscape.
‘Tourism is the lifeblood of Cape Town and the Western Cape, driving economic growth and showcasing our rich cultural and natural heritage. To reach a global audience and stay competitive, we must leverage digital media,’ says Meyer.
‘The Playbooks will not only enhance the visitor experience but also ensure that our region remains a key player in the global tourism industry, attracting more travellers and supporting sustainable growth.’
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