As the country celebrates Tourism and Heritage Month, Wesgro, the official tourism, trade, and investment promotion agency for Cape Town and the Western Cape, launched an innovative suite of digital resources called “Playbooks”.
According to the agency, these playbooks, which are available on its website, offer a comprehensive collection of digital assets around some of the iconic visitor experience themes the province excels at.
The playbooks also include itineraries, maps, images, videos, and blogs designed to bolster the marketing of Cape Town and the Western Cape as a premier travel destination.
“The resources 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.
“Wesgro developed these destination playbooks to address key challenges the tourism sector globally and locally is facing since the pandemic,” according to the agency.
Wesgro said the playbooks aimed to close the knowledge gap through the promotion of the region and their offerings, by providing detailed information and enhancing the understanding of the destination’s unique experiences.
The playbooks are organised around key themes, including gastronomy showcasing unique culinary traditions and local dishes, golf, halal tourism and sustainability. Tourism plays a key role in the economy of Cape Town and the Western Cape, contributing approximately 10% to the region's GDP.
Wesgro CEO Wrenelle Stander said the introduction of the playbooks was 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.
She highlighted 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.
“Our destination ‘Playbooks’ and trade toolkits are designed to boost the visibility of our region’s unique offerings, bridge the skills gap, and make marketing efforts more efficient.
“By providing these easily accessible digital assets, we aim to strengthen our tourism industry and maximise its economic impact,” said Stander.
Also highlighting the importance of embracing digital tools in today’s competitive tourism landscape, Dr Ivan Meyer, the Western Cape Minister of Agriculture, Economic Development and Tourism, said that tourism was the lifeblood of Cape Town and the Western Cape, driving economic growth and showcasing its rich cultural and natural heritage.
“To reach a global audience and stay competitive, we must leverage digital media. 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,” said Meyer.