Western Cape Tourism Trends

Transcription

1 Western Cape Tourism Trends (January to March) Overview of key tourism trends Global According to the UNWTO World Tourism Barometer, international arrivals continued on a similar growth trend in early 2014, on the back of an equally strong 5% growth in tourism receipts and international arrivals in (respectively). Demand for international tourism remained strong in the first four months of 2014, growing by an estimated 5% when compared to the same period of. This preliminary growth figure reflected a similar rate to the annual growth recorded for. Prospects for the global peak season remain very positive with over 460 million tourists expected to travel abroad between May and August National Between January and March 2014, South Africa recorded a total of 2,583,034 tourist arrivals, growing by 4.9% when compared to the same period of. The strong growth for the quarter (Jan-Mar) was due to a strong yearon-year increase in tourist arrivals in January (7.9%) and February (8.6%). Africa & the Middle East remained South Africa s strongest contributor to tourist arrivals, reaching a total of 1,858,804 between January and March Europe (449,600) led the international market as South Africa s second largest region, followed by Asia & Australasia (136,796) and the Americas (134,804). Western Cape 1 The Western Cape s summer/peak season welcomed a share of 52.0% from the international source markets, and 46.8% from the domestic market. The top international markets included the United Kingdom (27.3%), Germany (26.9%) and the Netherlands (8.9%). These markets have maintained their positons as the top three source markets for the Western Cape, indicating strong confidence levels in the performance of the developed economies. Top domestic markets included the Western Cape (69.4%), Gauteng (16.0%) and KwaZulu-Natal (3.7%). The continued strength in travel from the Western Cape local market portrays strong growth potential and tourism awareness amongst local communities. The quarter under review forms part of the peak tourism season, evident in the strong share of visitors who indicated holiday/leisure as their main motivation for travelling to the Western Cape. Top summer activities included visitors exploring the local gourmet restaurants/cuisine, cultural/heritage experiences, scenic and a strong demand for nature/hiking and outdoor activities. Most visitors to the Western Cape travelled in pairs (56.7%), alone (19.2%) and in groups of four (9.5%). The average duration of stay was one night (41.3%), two nights (25.1%) and extended stays of more than seven nights (12.1%). Visitors primarily used rented cars (66.8%) and their own motor vehicles (20.8%) as their main mode of transport. Word of mouth (30.5%) ranked as the leading information source used by visitors, indicating the strong reliance on recommendations from friends and relatives. This serves as an important opportunity for key tourism role-players to provide unforgettable and unique leisure experiences, resulting in return visits and positive word of mouth.

2 Contents 1. Overview of key tourism trends Global Trends National Trends Western Cape Visitor Trends Trends and Patterns Origin of visitors Overnight visitor trends and average length of stay Accommodation usage and expenditure Travel group size Main purpose of visit Main activities undertaken in the Western Cape Information Sources Main mode of transport Average daily Spend Regional Visitor Trends Profile/snapshot of top international markets Profile/snapshot of top domestic markets South African National Parks Lodging statistics for South African National Parks Attraction Trends Western Cape Airports ACSA Cape Town International Airport ACSA George Airport Acknowledgements

3 13/14 % Change 2. Global Trends Destinations worldwide recorded a total of 317 million international tourists between January and April 2014, an additional 14 million when compared to the same period in. This 5% growth consolidates the already strong rise registered in (5%), and continued to grow well above the long-term trend projected by UNWTO for the period (3.8%). Growth has been spread fairly wide with virtually all sub-regions reflecting increases of 4% and higher. By region, Asia and the Pacific and the Americas equally recorded the strongest growth between January and April (6% each), closely followed by Europe and Africa (both at 5%). Growth picked up in the Americas (6%), with all four subregions reflecting a strong improvement over. Europe remained the most visited region in the world and maintained its strength in The star performing sub-regions were Northern Europe, Southern and Mediterranean Europe, North Africa and South Asia, each recording a remarkable growth of 8%. When taking a closer look at the flow of international tourist arrivals by month, April reflected the fastest growth rate, recording the highest year-on-year growth across all regions. While the month of March revealed a weaker growth rate, all regions portrayed positive results, with the strongest increases achieved in January, February and April. International tourist arrivals in the Middle East revealed an estimated drop of 4% between January and April, though this figure should be taken with caution as it is based on limited available data for the period. GROWTH IN INTERNATIONAL TOURIST ARRIVALS BY REGION, JAN-APR / ,7 7,7 6,5 6,8 4,3 3,7 0,7 0,5 8,4 5,3 8,8 6,7 5,8 1,7 1,4 10,1 4,8 6,6 2,5 6, World Europe Asia and the Pacific -2,7-3,4-6,0 Americas Africa Middle East -2,7 January February March April Source: UNWTO, 2014 With respect to source markets, international tourism expenditure for the first part of 2014 indicated that growth in demand continued to be strong from the emerging markets, in particular from China, Russia, Saudi Arabia and India. Furthermore, demand from the advanced markets is picking up at a strong pace as the economic environment gradually improves. Promising growth in expenditure was seen from Italy, Australia, Korea, the Netherlands, Norway and Sweden. The positive start to 2014 coupled with overall solid growth in the sector raised expectations for the industry. The 5% growth in the number of international tourists crossing borders into the first few months of 2014 portrays the strong capacity of tourism role-players to adapt to changing markets and economies.

4 Number of tourist arrivals 3. National Trends Between January and March 2014 South Africa welcomed a total of 2,583,034 tourist arrivals and arrivals grew by 4.9% when compared to the same period in. As depicted below, the highest flow of tourists were recorded in January, indicating the continued strong demand during South Africa s tourism peak season. March followed with the second highest number of tourist arrivals, which could primarily be attributed to South Africa s traditional Easter holidays. Africa & the Middle East maintained its position as South Africa s leading source of tourist arrivals, followed by the European region which led the international market TOURIST ARRIVALS TO SOUTH AFRICA BY REGION, JAN-MAR January February March Europe Americas Asia & Australasia Africa & the Middle East All Source: SATourism, 2014 While the United Kingdom, Germany and the United States consecutively ranked as South Africa s top three international source markets, the strongest growth was attained from the Netherlands (17.7%) and France (17.2%). Leading emerging markets China (incl. Hong Kong), India and Brazil ranked among the top ten source markets, positioned in 4 th, 8 th and 9 th place respectively. The Africa source markets held the strength in tourist numbers, driven by Zimbabwe, Lesotho and Mozambique. However, Angola ranked as Africa s top performing market, recording the highest year-on-year growth (21.4%). 4 RANK TOP 10 SOURCE MARKETS TO SOUTH AFRICA, /2014 COUNTRY Source: SATourism, 2014 TOURIST ARRIVALS 13/14 % GROWTH United Kingdom 137, , % 2 Germany 91,493 97, % 3 United States 74,166 81, % 4 China (incl. Hong Kong) 42,441 42, % 5 France 35,773 41, % 6 Netherlands 29,626 34, % 7 Australia 26,181 27, % 8 India 25,864 24, % 9 Brazil 22,388 20, % 10 Canada 18,561 19, % TOP 10 AFRICA MARKETS TO SOUTH AFRICA, /2014 RANK COUNTRY TOURIST ARRIVALS 13/14 % GROWTH Zimbabwe 483, , % 2 Lesotho 406, , % 3 Mozambique 301, , % 4 Swaziland 195, , % 5 Botswana 126, , % 6 Namibia 49,059 50, % 7 Zambia 40,632 45, % 8 Malawi 38,383 38, % 9 Nigeria 20,892 18, % 10 Angola 15,352 18, %

5 4. Western Cape Visitor Trends This report provides an overview of the tourism trends and patterns in the Western Cape. The findings will illustrate the total visitor foot count recorded by the respective tourism information offices across the Western Cape, as well as key visitor trends obtained from the regional visitor tracking survey. The total visitor foot count and the responses to the regional visitor tracking surveys are used as a proxy to indicate the key trends within the Western Cape and the various regions. It is important to note that absolute figures cannot be determined from these surveys, as the foot counts and survey responses are a sample of the tourists into the respective tourism offices across the Western Cape, and would thus represent a sample of the visitors. Therefore, where statistically relevant absolute numbers may be given, however, a share is provided to indicate the trend. This is based on international best practice in the use of surveys within the tourism industry for determining key trends. Definition: Tourist: refers to any visitor travelling to a place other than that of his/her own environment for more than one night, but less than 12 months and for whom the main purpose of the trip is other than the exercise of an activity remunerated for from within the place visited. OVERVIEW OF WESTERN CAPE VISITOR TRENDS AND PATTERNS, 2014 % Share of overseas visitors 52.0% % Share of domestic visitors 46.8% % Share of overnight visitors 54.5% % Share of day visitors 45.5% Top three international markets Top three domestic markets Main purpose of visit Most common travel group size Most common length of stay Most common mode of transport Top information sources United Kingdom (27.3%) Germany (26.9%) Netherlands (8.9%) Western Cape (69.4%) Gauteng (16.0%) KwaZulu-Natal (3.7%) Leisure/holiday (95.9%) Business (2.7%) Visiting friends & relatives (0.7%) Pairs (56.7%) Alone (19.2%) 1 night (41.3%) 2 nights (25.1%) 7 & more nights (12.1%) Rented car (66.8%) Own motor vehicle (20.8%) Word of mouth (30.5%) Internet/websites (26.9%) Average daily spend R501-R1000 (42.1%) Average spend on accommodation R501-R1000 (42.1%) Top three activities undertaken in the Western Cape Overseas Domestic (15.0%) Scenic drives (19.4%) Culture/heritage (14.5%) (16.0%) Nature activities (14.5%) Culture/heritage (15.1%) 5

6 % of visitors 4.1 Trends and Patterns In 2014, a total of 8,959 responses to the regional visitor tracking survey were received from the six regions of the Western Cape. Responses were recorded in the following regions of the Western Cape: Cape Overberg (2,319); Cape Winelands (2,003); Cape West Coast (1,943); Cape Garden Route & Klein Karoo (1,314); Cape Town (1,092); and Cape Karoo (288). 4.2 Origin of visitors Between January and March 2014 the Western Cape welcomed a share of 52.0% foreign visitors to its shores, closely followed by a share of 46.8% of domestic visitors. From the trend observed below, it is evident that the province recorded its largest share of foreigners between January and March; maintaining a strong demand for travel during the Western Cape s summer/peak season. % SHARE OF OVERSEAS & DOMESTIC VISITORS INTO THE TOURISM OFFICES IN THE WESTERN CAPE, ,0% 70,0% 60,0% 50,0% 40,0% 30,0% 6 20,0% 10,0% 0,0% Overseas 41,6% 29,7% 28,8% 37,7% 50,5% 28,1% 32,0% 47,7% 55,4% 30,4% 27,5% 41,3% 47,7% 27,7% 25,9% 43,0% 52,0% Domestic 56,4% 68,4% 69,0% 59,9% 47,3% 70,4% 65,8% 48,7% 42,1% 67,2% 70,6% 56,4% 46,7% 68,9% 72,3% 55,8% 46,8% 2014 The United Kingdom and Germany maintained their positions as the Western Cape s top two international markets across the last five years. These two markets have not only sustained their rankings, but trends observed below reveals an all-year round pattern in the flow of foreign tourist arrivals from these markets. This is an extremely important trend for the Western Cape, reflecting strong confidence in demand from the developed economies. The Netherlands ranked as the Western Cape s third largest summer market, while the United States ranked as the largest contributor to foreign tourist arrivals during the off-peak season (Apr-Sep).

7 % of domestic visitors % of international visitors TOP OVERSEAS SOURCE MARKETS INTO THE PARTICIPATING WESTERN CAPE TOURISM OFFICES, ,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% United Kingdom 33,6% 25,6% 23,3% 25,9% 32,8% 29,6% 24,1% 22,1% 30,7% 21,6% 19,9% 21,6% 28,5% 22,0% 19,6% 19,4% 27,3% Germany 18,2% 15,2% 12,1% 20,8% 20,6% 19,2% 18,8% 25,6% 21,4% 18,8% 18,2% 27,7% 27,5% 22,0% 21,4% 30,4% 26,9% Netherlands 10,5% 8,2% 9,7% 11,1% 10,8% 9,4% 10,9% 13,6% 10,6% 9,5% 10,4% 10,4% 9,5% 6,8% 10,2% 8,5% 8,9% Switzerland 2,1% 3,0% 1,6% 4,4% 3,4% 3,2% 2,5% 4,1% 4,4% 3,8% 2,3% 6,3% 4,2% 4,3% 2,9% 6,9% 4,9% France 3,1% 4,9% 4,8% 3,5% 3,6% 3,4% 3,6% 3,2% 4,4% 5,7% 5,8% 4,0% 3,9% 6,1% 6,4% 4,8% 4,6% United States 3,8% 8,3% 11,7% 6,0% 4,4% 7,1% 8,4% 5,6% 5,1% 11,4% 7,8% 5,1% 4,7% 8,4% 6,7% 4,0% 3,8% Belgium 2,1% 2,7% 2,7% 3,7% 3,5% 3,1% 2,7% 3,5% 2,6% 2,2% 4,3% 3,7% 2,7% 3,2% 2,8% 3,4% 2,8% Australia 1,9% 5,5% 6,0% 3,7% 2,7% 5,9% 5,1% 3,3% 3,0% 5,7% 5,1% 2,8% 2,3% 7,6% 5,8% 2,4% 2,5% Canada 2,1% 3,4% 3,1% 2,3% 2,7% 3,1% 2,5% 2,2% 2,5% 3,4% 1,9% 2,7% 2,7% 3,7% 2,3% 2,3% 2,3% Sweden 3,7% 1,7% 1,2% 3,6% 2,9% 1,8% 1,2% 2,2% 3,0% 0,8% 0,7% 2,0% 2,8% 1,2% 1,6% 1,9% 2,1% Italy 1,3% 1,7% 3,6% 1,3% 1,2% 1,2% 4,4% 1,8% 1,8% 1,5% 5,1% 1,4% 1,3% 2,5% 5,0% 2,0% 1,6% 2014 The Western Cape s (69.4%) local market led domestic travel into the province, ranking as the leading and strongest domestic market across the respective years. Destination awareness amongst local residents is an extremely important indicator for the province. As seen in the figure shown below, this trend will continue to drive an active tourism sector during the off-peak season. Gauteng (16.0%) ranked as the Western Cape s second largest domestic market across all quarters represented below. 7 TOP SOURCE PROVINCES INTO THE PARTICIPATING WESTERN CAPE TOURISM OFFICES, ,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% Western Cape 55,9% 66,3% 66,2% 49,6% 59,5% 66,6% 68,9% 54,4% 56,4% 66,2% 74,7% 61,5% 65,9% 76,9% 57,7% 64,8% 69,4% Gauteng 14,0% 11,3% 10,5% 18,8% 15,4% 11,2% 12,0% 19,7% 17,9% 13,4% 9,5% 14,8% 14,1% 7,8% 25,6% 15,8% 16,0% Eastern Cape 3,2% 3,3% 3,9% 3,3% 3,4% 2,9% 4,6% 3,8% 3,3% 3,8% 3,6% 3,1% 3,3% 3,2% 3,5% 3,9% 3,3% KwaZulu-Natal 4,6% 3,3% 3,9% 3,6% 3,8% 3,0% 3,6% 3,9% 3,6% 3,6% 2,7% 2,6% 3,3% 1,9% 2,5% 3,3% 3,7% Other 6,7% 6,0% 6,5% 7,7% 7,0% 5,7% 6,2% 8,8% 7,5% 6,4% 5,2% 7,2% 6,8% 4,7% 5,6% 7,3% 7,6% 2014

8 % of visitors 4.3 Overnight visitor trends and average length of stay In 2014, a share of 54.5% of visitors contributed to the Western Cape s accommodation sector, on the back of an improved year-on-year share in overnight visitors (45.1% in to 54.5% in 2014). The peak in overnight visitors were recorded during the summer months, confirming the strong demand for travel and overnight stays during the Western Cape s peak tourism season. A share of 45.5% of day visitors were recorded during the quarter, an important indicator for the province and equally contributing to the local economy of the respective towns. 70,0% % SHARE OF OVERNIGHT AND DAY VISITORS TO THE WESTERN CAPE, ,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% Day Visitors 39,0% 48,8% 47,8% 42,9% 45,3% 50,3% 48,7% 45,2% 44,2% 52,9% 56,5% 53,5% 54,9% 61,9% 46,8% 48,8% 45,5% Overnight Visitors 61,0% 51,2% 52,2% 57,1% 54,7% 49,7% 51,3% 54,8% 55,8% 47,1% 43,5% 46,5% 45,1% 38,1% 49,3% 49,5% 54,5% 2014 The overseas market ranked as the largest contributor to overnight stays, closely followed by an equally solid share from the domestic visitors (49.3%). Day visitors were more frequent among the domestic visitors (50.7%), a trend which could largely be attributed to local residents who likely travel between neighbouring regions for leisure or business trips. 8 OVERNIGHT AND DAY VISITORS BY REGION, 2014 Domestic 49,3% 50,7% Overseas 58,8% 41,2% Overnight Visitors Day Visitors

9 % of visitors In 2014, the Western Cape enjoyed a generous share of overnighters who stayed for one night (41.3%), two nights (25.1%) and extended stays of more than seven nights (12.1%). The lengthy overnight trips contributes a substantial value to the local economy and the accommodation sector of each region. From the respective markets, one and two nights ranked as the most frequent duration of stay, while extended stays were stronger amongst the overseas visitors (14.9%). 100,0% 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% AVERAGE LENGTH OF STAY IN THE WESTERN CAPE, ,0% All Overseas Domestic 1 night 41,3% 37,8% 46,6% 2 nights 25,1% 23,8% 27,2% 3 nights 9,9% 10,2% 9,5% 4 nights 6,5% 7,3% 5,3% 5-6 nights 5,1% 6,1% 3,3% 7 & more 12,1% 14,9% 8,1% The top three overnight markets were Canada (68.2%), Australia (67.8%) and Switzerland (67.7%). Day visits were more prominent amongst the traditional markets United Kingdom (45.8%), Germany (42.5%) and the Netherlands (40.8%), a trend which could largely be attributed to return visits, considering the dominance of these markets allyear round. 9 The Western Cape s accommodation sector was fuelled by extended stays ranging between five and 6 nights from the Australian market (16.7%), while overnight trips of more than a week was taken by visitors from Sweden (25.9%), Switzerland (18.3%) and Canada (17.8%). These markets ranked among the top accommodation spenders in the Western Cape. KEY OVERNIGHT TRENDS BY TOP INTERNATIONAL MARKET, 2014 Source market % Overnight visitors % Day visitors 1 night 2 nights 3 nights 4 nights 5-6 nights 7 & more United Kingdom 54.2% 45.8% 33.6% 29.2% 11.8% 7.7% 2.9% 14.7% Germany 57.5% 42.5% 40.6% 20.8% 9.4% 7.9% 6.7% 14.6% Netherlands 59.2% 40.8% 41.3% 31.6% 8.1% 2.8% 5.3% 10.9% Switzerland 67.7% 32.3% 45.1% 20.9% 7.8% 5.9% 2.0% 18.3% France 61.8% 38.2% 41.5% 24.6% 6.2% 7.7% 9.2% 10.8% United States 66.5% 33.5% 30.8% 25.6% 15.4% 8.5% 9.4% 10.3% Belgium 62.0% 38.0% 48.8% 23.8% 11.3% 2.5% 2.5% 11.3% Australia 67.8% 32.2% 34.6% 14.1% 10.3% 9.0% 16.7% 15.4% Canada 68.2% 31.8% 30.1% 13.7% 12.3% 9.6% 16.4% 17.8% Sweden 60.4% 39.6% 31.0% 22.4% 8.6% 8.6% 3.4% 25.9% All overseas 58.8% 41.2% 37.8% 23.8% 10.2% 7.3% 6.1% 14.9%

10 % of visitors The Western Cape held a solid share of overnight visitors from the domestic market, driven by visitors from KwaZulu-Natal (54.1%) and the Western Cape (51.0%). While all domestic markets reflected a share of overnight visitors, day visits were more prominent among the Eastern Cape (63.4%) and Gauteng (50.6%) visitors. As observed in the table below, one, two and three nights ranked as the most frequent duration of stay across all provinces. Stays of seven nights and more were attained from KwaZulu-Natal (19.2%) and Gauteng (12.9%) visitors. KEY OVERNIGHT TRENDS BY TOP DOMESTIC MARKET, 2014 Source province % Overnight visitors % Day visitors 1 night 2 nights 3 nights 4 nights 5-6 nights 7 & more Western Cape 51.0% 49.0% 51.5% 27.5% 8.9% 3.8% 2.4% 5.9% Gauteng 49.4% 50.6% 36.3% 27.0% 9.3% 8.4% 6.1% 12.9% Eastern Cape 36.6% 63.4% 39.6% 31.3% 12.5% 4.2% 4.2% 8.3% KwaZulu-Natal 54.1% 45.9% 30.8% 20.5% 15.4% 7.7% 6.4% 19.2% All domestic 49.3% 50.7% 46.6% 27.2% 9.5% 5.3% 3.3% 8.1% 4.4 Accommodation usage and expenditure The top five accommodation categories utilised by visitors in the Western Cape included self-catering (30.8%), guesthouses (27.4%), B&B s (21.7%), hotels (12.4%) and those who stayed with friends and relatives (3.1%). Selfcatering, guesthouses and B&B s equally ranked as the top three categories utilised by both overseas and domestic visitors. Hotels were more prevalent among the overseas visitors (14.2%), while staying with friends and relatives were much stronger amongst the domestic visitors (6.7%). ACCOMMODATION USAGE BY VISITORS IN THE WESTERN CAPE, ,0% 40,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% All Overseas Domestic Self Catering 30,8% 26,3% 40,1% Guesthouse 27,4% 29,6% 22,6% B&B 21,7% 24,2% 17,0% Hotel 12,4% 14,2% 7,7% Friends & Relatives 3,1% 1,6% 6,7% Camping/caravan 2,7% 2,4% 3,6% Backpackers 1,0% 1,1% 1,0% Rented house/apartment 0,5% 0,2% 1,0% 10 The largest share of the source markets represented below utilised guesthouses, self-catering establishments and B&B s as their preferred type of accommodation. It is therefore important to note that seasonal fluctuation in price levels influences the decision making of visitors and indicates the most popular type of accommodation utilised during the peak season. ACCOMMODATION USAGE BY TOP INTERNATIONAL MARKET, 2014 United Kingdom Guesthouses (33.5%) B&Bs (24.0%) Self-catering (22.0%) Hotel (15.5%) Friends & relatives (2.5%) Germany Self-catering (27.9%) B&Bs (27.0%) Guesthouses (23.6%) Hotel (15.5%) Backpackers (3.0%) Netherlands Guesthouses (30.2%) B&Bs (26.7%) Self-catering (20.9%) Hotel (12.8%) Camping/caravan (7.0%) Switzerland Guesthouses (38.6%) B&Bs (29.5%) Self-catering (18.2%) Hotel (11.4%) Timeshare (2.3%) France Self-catering (38.1%) Guesthouses (26.2%) B&Bs (16.7%) Hotel (9.5%) Camping/caravan (4.8%) United States Self-catering (29.5%) Guesthouses (27.3%) B&Bs (20.5%) Hotel (13.6%) Camping/caravan (4.5%)

11 Visitors from the Western Cape and Gauteng reflected a similar trend in their preferred type of accommodation, reflecting self-catering, guesthouses and B&B s as the top three categories. Hotels and self-catering each ranked as the top accommodation categories utilised by KwaZulu-Natal visitors. Visitors who stayed with friends and relatives emerged among those originating from the Western Cape and Gauteng provinces. A further 6.1% of Western Cape visitors enjoyed overnight stays at camping/caravanning resorts, which is a popular leisure activity undertaken by local residents. ACCOMMODATION USAGE BY TOP DOMESTIC MARKET, 2014 Western Cape Self-catering (37.6%) Guesthouses (20.4%) B&Bs (17.7%) Friends & relatives (10.5%) Camping/caravan (6.1%) Gauteng Self-catering (49.0%) Guesthouses (23.5%) B&Bs (14.3%) Hotel (8.2%) Friends & relatives (4.1%) KwaZulu-Natal Hotels (28.1%) Self-catering (28.1%) B&Bs (25.0%) Guesthouses (12.5%) - When observing the average expenditure on accommodation, it can be seen from the trend below that the largest share of visitors indicated R501-R1000 as their most common expenditure range. A similar trend can be seen among both overseas and domestic visitors. The second most common range was R201-R501 for each market. This is not a surprising trend when reflecting back on the top accommodation types indicated. Self-catering, guesthouses and B&B s each falls within the dominant price ranges seen below. AVERAGE SPEND ON ACCOMMODATION, R200 8,8% 6,2% 15,6% R201-R500 27,6% 26,8% 28,9% R501-R ,1% 42,4% 41,5% 11 R1001-R2000 8,9% 16,3% 19,4% More than R2000 5,2% 5,3% 5,2% All Overseas Domestic Of the international source markets who provided an indication of their expenditure, it is evident that the range R501-R1000 ranked as their most common expenditure on accommodation. AVERAGE SPEND ON ACCOMMODATION BY SOURCE MARKET, 2014 SOURCE MARKET MOST COMMON EXPENDITURE RANGE United Kingdom R501-R1000 (41.5%) Germany R501-R1000 (41.1%) Netherlands R201-R500, R501-R1000 (31.0% each) Switzerland R501-R1000 (61.1%) France - United States - Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation.

12 % of visitors The sample of responses obtained from the Western Cape and Gauteng provinces were significant enough for a statistical interpretation, indicating R501-R1000 as their most common expenditure range (respectively). AVERAGE SPEND ON ACCOMMODATION BY SOURCE PROVINCE, 2014 SOURCE PROVINCE MOST COMMON EXPENDITURE RANGE Western Cape R501-R1000 (41.1%) Gauteng R501-R1000 (47.4%) Eastern Cape - KwaZulu-Natal - Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. 4.5 Travel group size The dominant share of visitors to the Western Cape travelled in pairs, a trend which could likely be attributed to the emerging popularity of weddings and honeymoons enjoyed across the province. Travelling in pairs or/as couples further ranked as the leading share amongst both overseas and domestic visitors, followed by those who travelled alone and who travelled in groups of three and four respectively. AVERAGE TRAVEL GROUP SIZE IN THE WESTERN CAPE, 2014 All 8,0% 9,5% 6,6% 19,2% 56,7% Overseas 12,6% 7,5% 9,9% 5,8% 64,2% 12 Domestic 8,4% 9,1% 7,4% 26,3% 48,7% Alone Pairs Threes Fours Five & more Travelling in pairs or/as couples ranked as the leading travel group size across all source markets. Single travellers were frequent among visitors from Australia, United States and Canada, while larger groups of friends/families (five and more) originated from Sweden, Belgium and France. 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% AVERAGE TRAVEL GROUP SIZE BY SOURCE MARKET, 2014 United Kingdom Germany Netherlan ds Switzerla nd France United States Belgium Australia Canada Sweden Alone 9,8% 13,1% 5,3% 14,0% 12,0% 16,0% 11,7% 29,2% 15,1% 9,8% Pairs 69,0% 64,5% 70,6% 69,4% 54,5% 61,7% 60,2% 51,3% 67,9% 51,1% Threes 5,7% 9,2% 6,2% 6,3% 12,0% 8,0% 6,3% 2,7% 5,7% 6,5% Fours 9,1% 9,2% 12,2% 7,7% 14,4% 7,4% 14,1% 11,5% 6,6% 19,6% Five & more 6,4% 4,0% 5,7% 2,7% 7,2% 6,9% 7,8% 5,3% 4,7% 13,0%

13 % of visitors Similar to the international markets, the domestic visitors primarily travelled in pairs or/as couples. Groups of three and four emerged strongly across most provinces, which could largely include families travelling to the Western Cape for summer holidays or to visit friends and relatives, a trend which is extremely popular amongst provinces. The larger groups of more than five originated from the North West and Northern Cape provinces. 100,0% 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% Gauteng AVERAGE TRAVEL GROUP SIZE BY SOURCE PROVINCE, 2014 Western Cape Eastern Cape KwaZulu- Natal Mpumalan ga Limpopo Free State Northern Cape North West Alone 12,7% 32,8% 13,8% 12,3% 6,1% 3,4% 3,6% 13,1% 10,8% Pairs 58,8% 44,3% 51,5% 66,4% 66,7% 58,6% 57,1% 53,6% 52,3% Threes 10,2% 7,7% 13,8% 5,5% 9,1% 24,1% 17,9% 6,0% 9,2% Fours 11,8% 7,4% 12,3% 10,3% 12,1% 13,8% 12,5% 17,9% 13,8% Five & more 6,5% 7,7% 8,5% 5,5% 6,1% 0,0% 8,9% 9,5% 13,8% 4.6 Main purpose of visit Holiday/leisure, business and visiting friends and relatives (VFR) ranked as the leading motivation for travel to the Western Cape, reflecting the same ranking order amongst overseas and domestic visitors. However, holiday/leisure by far dominated amongst the overseas visitors, while business travel and VFR reflected a stronger share from the domestic market. 13 MAIN PURPOSE OF VISIT TO THE WESTERN CAPE, 2014 Purpose of visit All Overseas Domestic Holiday/leisure 95.9% 98.2% 93.5% Business 2.7% 0.7% 4.8% VFR 0.7% 0.6% 0.8% Honeymoon/weddings 0.2% 0.2% 0.3% Education 0.2% 0.2% 0.3% Sport 0.2% 0.1% 0.2% Holiday/leisure equally ranked as the dominant purpose of travel amongst both overnight and day visitors. From the trend observed below, business travel ranked as the second largest purpose of visit, with the largest share comprising of overnight visitors (3.6%).

14 OVERNIGHT VISITORS' MAIN PURPOSE OF VISIT, 2014 DAY VISITORS' MAIN PURPOSE OF VISIT, 2014 VFR; 1,0% Sport; 0,2% Business; 3,6% Honeymoon/ Weddings; 0,3% Education; 0,2% Leisure/hol iday; 94,5% VFR; 0,3% Business; 1,7% Honeymoon/ Weddings; 0,1% Education; 0,3% Sport; 0,1% Leisure/hol iday; 97,4% When observing the main purpose of visit amongst the top international markets, it is evident that these markets primarily travelled to the Western Cape for holiday/leisure. A trend which is not surprising when considering the opposing climate and seasons between Europe and the Western Cape, portraying the Western Cape as a popular tourist destination during the summer months. MAIN PURPOSE OF VISIT BY TOP INTERNATIONAL SOURCE MARKET, 2014 Purpose United Kingdom Germany Netherlands Switzerland France United States Holiday/leisure 98.0% 98.4% 99.0% 99.1% 98.1% 99.4% Business 0.9% 0.6% - 0.4% 1.4% 0.6% VFR 0.6% 0.6% 0.2% - 0.5% - Honeymoon/weddings 0.2% - 0.2% Education 0.1% 0.2% 0.2% 0.4% - - Sport 0.2% 0.2% 0.2% Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. 14 The domestic market portrayed a slightly diverse trend, reflecting a strong share of holiday/leisure visitors, while also underlining a growing business tourism sector. The Western Cape held an equally strong share of business travellers originating from the Western Cape (5.2%), Gauteng (4.8%) and the Eastern Cape (4.6%), while visitors from KwaZulu-Natal predominantly travelled for holiday/leisure. MAIN PURPOSE OF VISIT BY TOP DOMESTIC SOURCE MARKET, 2014 Western Cape Gauteng Eastern Cape KwaZulu-Natal Holiday/leisure 93.2% 93.7% 92.4% 96.6% Business 5.2% 4.8% 4.6% 0.7% VFR 0.8% 0.8% 1.5% - Honeymoon/weddings 0.3% 0.5% - 1.4% Education 0.2% 0.2% - 0.7% Sport 0.1% 0.2% 0.8% 0.7% Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. The table below represents the Western Cape s top visitor segments, confirming the Western Cape s appeal as one of the leading leisure and convention destinations. The leisure travellers comprised of 53.3% of overseas visitors and 45.6% from the domestic market, while the business travellers largely originated from the domestic market (82.0%). Equally, these visitor types primarily travelled in pairs, and spend an average of one, two and more than seven nights in the province. Leisure travellers preferred rented cars as their main mode of transport, while business travellers utilised their own motor vehicles.

15 % of visitors Word of mouth was similarly dominant across both segments. Self-catering establishments were enjoyed by leisure travellers while business travellers preferred guesthouses. Leisure travellers revealed a higher range in average daily expenditure, this could be attributed to restaurants, fuel costs and activities undertaken, while business trips are generally compensated by organisations. Top activities undertaken by leisure travellers included restaurants/cuisine, scenic drives and cultural activities. Business travellers main activities included their meetings/conventions, followed by a share who enjoyed the gourmet restaurants and local craft markets. KEY TRENDS AND PATTERNS BY VISITOR TYPE, 2014 Visitor Profile Holiday/Leisure Traveller Business Traveller % share of overseas visitors 53.3% 13.1% % share of domestic visitors 45.6% 82.0% Most common travel group size Pairs (57.2%) Pairs (42.4%) 1 night (41.3%) 1 night (52.8%) Most common length of stay 2 nights (25.1%) 2 nights (26.1%) 7 & more (11.8%) 7 & more (8.5%) Most common mode of transport Rented car (68.5%) Own motor vehicle (60.8%) Top information sources Word of mouth (29.6%) Word of mouth (44.6%) Most common type of accommodation Self-Catering (30.9%) Guesthouses (29.3%) Average spend on accommodation R501-R1000 (42.7%) R201-R500 (41.7%) Average daily budget R501-R1000 (42.4%) R201-R500 (47.1%) /cuisine (15.5%) Meetings/incentives/conventions (24.3%) Top three activities Scenic drives (15.0%) /cuisine (10.7%) Culture/heritage/museums (14.8%) Crafts/food markets/slow markets (8.7%) 4.7 Main activities undertaken in the Western Cape Top peak season activities undertaken in the Western Cape included the gourmet restaurants/cuisine (15.2%), scenic drives (14.9%), which is an extremely popular activity during the summer months. The Western Cape s rich cultural heritage was enjoyed by 14.6% of visitors, followed by 11.8% who enjoyed nature activities/hiking, 9.5% participated in outdoor activities and 8.0% sampled some of the Western Cape s finest wines. 15 TOP 10 ACTIVITIES UNDERTAKEN IN THE WESTERN CAPE, ,0% 15,2% 14,9% 14,6% 14,0% 12,0% 11,8% 10,0% 8,0% 9,5% 8,0% 6,6% 6,0% 4,0% 2,0% 5,0% 3,9% 2,0% 0,0%

16 % of visitors Top activities undertaken by the overseas market included gourmet restaurants/cuisine, culture/heritage and nature activities, while the domestic visitors embarked on scenic drives, enjoyed the gourmet restaurants/cuisine and cultural icons. The trend observed below portrays a clear range of popular summer activities enjoyed by both overseas and domestic visitors. 25,0% MAIN ACTIVITIES UNDERTAKEN BY REGION, ,0% 15,0% 10,0% 5,0% 0,0% Overseas Domestic /cuisine 15,0% 16,0% Scenic drives 12,9% 19,4% Culture/heritage 14,5% 15,1% Nature activities/hiking 14,5% 6,4% Outdoor activities 11,3% 5,8% Wine tasting 8,3% 7,4% Crafts/food markets 6,4% 6,7% Beaches 5,5% 3,7% Adventure 3,5% 4,5% Sport events/participator 2,3% 1,4% Shopping 1,7% 2,4% Meetings/conventions 0,3% 3,1% 16 When observing the variation in activities undertaken by overnight and day visitors, it is clear that nature activities, gourmet restaurants, cultural activities and scenic drives were equally enjoyed by each visitor segment. While overnight visitors also enjoyed outdoor activities and day visitors enjoyed wine tasting. TOP 5 ACTIVITIES UNDERTAKEN BY OVERNIGHT AND DAY VISITORS, 2014 RANKING OVERNIGHT VISITORS DAY VISITORS 1 Nature activities/hiking/walking (14.9%) Scenic drives (21.3%) 2 /cuisine (12.8%) /cuisine (19.1%) 3 Culture/heritage/museums/township tours (12.6%) Culture/heritage/museums/township tours (18.0%) 4 Outdoor activities (11.3%) Wine tasting (8.4%) 5 Scenic drives (11.0%) Nature activities/hiking/walking (6.8%) The figure below represents the leading activities undertaken by the Western Cape s top ten markets. Visitors from Belgium and the Netherlands loved exploring the local restaurants and cuisine. Scenic drives were popular amongst the United Kingdom visitors, while nature activities ranked as the number one activity to do for Germany, Switzerland, France, Canada and Sweden visitors.

17 % of visitors % of visitors 25,0% TOP ACTIVITIES UNDERTAKEN BY INTERNATIONAL MARKETS, ,0% 15,0% 10,0% 5,0% 0,0% United Kingdom Germany Netherla nds Switzerla nd France United States Belgium Australia Canada Sweden /cuisine 14,5% 16,0% 19,9% 11,2% 13,5% 12,5% 22,6% 14,7% 12,7% 17,1% Scenic drives 18,8% 10,7% 15,1% 11,2% 11,9% 10,9% 10,7% 12,9% 5,9% 7,3% Culture/heritage 15,4% 14,2% 19,2% 15,3% 14,1% 14,6% 15,5% 12,9% 11,8% 11,0% Nature activities/hiking 11,9% 16,1% 10,7% 20,0% 17,8% 12,5% 11,9% 14,7% 15,7% 19,5% Outdoor activities 9,5% 11,8% 9,5% 13,5% 10,8% 13,5% 8,3% 16,4% 13,7% 7,3% Wine tasting 8,9% 7,9% 5,0% 8,2% 8,1% 7,8% 9,5% 7,8% 11,8% 11,0% Crafts/food markets 5,4% 6,9% 5,7% 1,8% 7,0% 4,7% 8,3% 7,8% 8,8% 6,1% /cuisine, scenic drives and culture/heritage ranked as the top three activities undertaken by Gauteng, Western Cape and Eastern Cape visitors. KwaZulu-Natal visitors equally enjoyed scenic drives and the gourmet restaurants, followed by a solid 11.5% who enjoyed wine tasting. The Gauteng visitors similarly enjoyed the Western Cape s abundance of wine routes. Shopping (8.7%) was most enjoyed by the Eastern Cape visitors, while meetings/conventions (4.4%) were also attended by Western Cape visitors. MAIN ACTIVITIES UNDERTAKEN BY TOP SOURCE PROVINCES, ,0% 20,0% 15,0% 10,0% 5,0% 0,0% Gauteng Western Cape Eastern Cape KwaZulu-Natal /cuisine 13,5% 17,3% 17,4% 16,8% Scenic drives 20,7% 20,8% 17,4% 18,6% Culture/heritage 14,5% 15,5% 14,5% 8,8% Nature activities/hiking 5,7% 6,1% 8,7% 7,1% Outdoor activities 4,5% 5,7% 1,4% 3,5% Wine tasting 10,7% 6,3% 5,8% 11,5% Crafts/food markets 5,7% 6,4% 5,8% 8,8% Beaches 5,5% 2,6% 2,9% 3,5% Adventure 5,9% 4,1% 5,8% 6,2% Shopping 1,9% 2,6% 8,7% 0,9% Events/festivals 2,4% 1,6% 2,9% 0,0% Meetings/conventions 2,6% 4,4% 1,4% 1,8%

18 % of visitors 4.8 Information Sources The top five information sources for the Western Cape included word of mouth (30.5%), internet/websites (26.9%), TV/radio (13.0%), VICs (12.3%) and 6.2% which comprised of return visits. When taking a closer look at the overseas market, online activity via the internet/websites ranked as their top information source, followed by word of mouth and TV/radio. The leading information sources amongst domestic visitors included word of mouth, internet/websites and VICs. With the exception of word of mouth, key trends observed below indicates the popularity of online platforms/search engines, coupled with a strong demand for VICs. INFORMATION SOURCES USED BY VISITORS TO THE WESTERN CAPE, ,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% All Overseas Domestic Word of mouth 30,5% 28,7% 33,4% internet/websites 26,9% 31,0% 18,7% Tv/Radio 13,0% 13,3% 12,1% Books/magazines 0,5% 0,4% 0,9% VICs 12,3% 10,7% 15,9% Return visit 6,2% 4,2% 10,3% Brochures 5,1% 4,4% 6,3% Travel agent/tour Operator 4,4% 6,4% 0,4% Social Media 1,2% 0,8% 2,0% Internet/websites ranked as the top information source used by the United Kingdom, Germany, the Netherlands and France visitors, while word of mouth recommendations influenced visitors from Switzerland and the United States. Word of mouth emerged as a strong information source, followed by VICs, TV/radio, travel agent/tour operators and those who obtained information from brochures. 18 MAIN INFORMATION SOURCES USED BY TOP INTERNATIONAL MARKETS, 2014 United Kingdom Internet/websites (32.4%) Word of mouth (29.2%) TV/radio (11.3%) Travel agent/tour operator (9.0%) VICs (7.0%) Germany Internet/websites (34.0%) Word of mouth (25.1%) TV/radio (14.5%) VICs (13.5%) Brochures (4.6%) Netherlands Internet/websites (31.7%) Word of mouth (22.1%) VICs (11.7%) TV/radio (11.0%) Travel agent/tour operator (10.3%) Switzerland Word of mouth (28.7%) Internet/websites (25.3%) VICs (18.4%) TV/radio 11.5%) Brochures (8.0%) France Internet/websites (36.6%) Word of mouth (23.2%) TV/Radio (15.9%) VICs (7.3%) United States Word of mouth (35.6%) VICs (15.6%) TV/Radio (14.4%) Internet/websites (13.3%) Travel agent/tour operator 7.3%) Brochures (10.0%) Word of mouth ranked as the top information source for each domestic market, closely followed by a large share who utilised internet/websites. TV/radio, VICs, brochures and social media were among the many additional sources utilised, while return visits is an extremely important indicator for the Western Cape, portraying strong growth potential for the tourism sector. MAIN INFORMATION SOURCES USED BY TOP PROVINCES, 2014 Western Cape Word of mouth (33.9%) VICs (18.2%) Internet/websites (16.3%) TV/radio (10.3%) Return visit (10.3%) Gauteng Word of mouth (33.3%) Internet/websites (25.5%) VICs (13.0%) TV/radio (12.5%) Return visit (9.4%) Eastern Cape Word of mouth (25.0%) TV/radio (22.9%) Internet/websites, return visits (18.8% each) VICs (6.3%) KwaZulu-Natal Word of mouth (36.0%) Internet/websites (20.0%) VICs (16.0%) TV/radio (14.0%) Brochures, social media (4.2% each) Return visit, brochures (6.0% each)

19 % of visitors 4.9 Main mode of transport Travelling by car ranked as the leading mode of transport utilised in the Western Cape. Rented cars (66.8%) dominated as the most popular mode, followed by 20.8% who utilised their own motor vehicles. The top transport types used by the overseas market included rented cars (76.6%), tour buses (8.4%) and their own motor vehicles (7.7%). The domestic market primarily travelled by car, with 57.0% utilising rented cars and 35.0% using their own motor vehicles. MAIN MODE OF TRANSPORT IN THE WESTERN CAPE, ,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% All Overseas Domestic Rented car 66,8% 76,6% 57,0% Own motor vehicle 20,8% 7,7% 35,0% Tour bus 4,7% 8,4% 0,6% Shuttle services 3,0% 3,9% 1,4% On foot (local residents) 2,1% 0,2% 4,2% Rented cars ranked as the top mode of transport across all international source markets. Own motor vehicles, tour buses and shuttle services followed as popular modes of transport utilised during their stay. Mini bus taxis and public transport further emerged as transport options used by the United Kingdom, Germany and United States visitors. 19 MAIN MODE OF TRANSPORT USED BY TOP INTERNATIONAL MARKETS, 2014 United Kingdom Rented car (82.3%) Own motor vehicle (5.1%) Tour bus (3.9%) Shuttle services (3.3%) Mini bus taxi (1.9%) Germany Rented car (78.6%) Tour bus (8.9%) Own motor vehicle (6.2%) Shuttle services (3.2%) Netherlands Rented car (89.3%) Tour bus (4.7%) Own motor vehicle (4.7%) Shuttle services (0.7%) - Switzerland Rented car (73.4%) Tour bus (10.1%) Own motor vehicle (9.4%) Shuttle services (4.3%) - France Rented car (73.3%) Own motor vehicle (11.3%) United States Rented car (64.5%) Tour bus (12.9%) Shuttle services (11.3%) Tour bus (10.7%) Shuttle services (3.3%) - Own motor vehicle (8.9%) Public transport (2.4%) Public transport (1.6%) An interesting trend can be seen in the mode of transport utilised by top domestic markets. Rented cars ranked as the preferred mode of transport across all markets, with the exception of the Eastern Cape visitors, which primarily travelled with their own motor vehicles. Own motor vehicles ranked as the second largest share for the Western Cape, Gauteng and KwaZulu-Natal visitors. Shuttle services, motorbikes, tour busses and mini bus taxis emerged as popular forms of transport, while travelling on foot were more frequent amongst the local Western Cape visitors. MAIN MODE OF TRANSPORT USED BY TOP SOURCE PROVINCES, 2014 Western Cape Rented car (52.5%) Own motor vehicle (38.2%) On foot (local residents; 6.7%) Gauteng Rented car (65.1%) Own motor vehicle (26.8%) Shuttle services (5.2%) Mini bus taxi (0.8%) Mini bus taxi (1.2%) Eastern Cape Own motor vehicle (51.0%) Rented car (44.8%) Motorbike (2.1%) - - KwaZulu-Natal Rented car (71.1%) Own motor vehicle (25.6%) Shuttle, tour bus (1.7% each) - - Tour bus (0.8%) -

20 Average daily spend (Rand) 4.10 Average daily Spend Majority of visitors to the Western Cape indicated an average daily expenditure range of R501-R1000, followed by those who spend an average of R201-R500 per day. The overseas market indicated a similar trend, reflecting the most common expenditure range between R501-R1000, followed by those who spent an average of R201-R500. The domestic market portrayed a somewhat different trend, reflecting the highest daily expenditure between R201- R500, following those who spent on average R501-R ,0% 45,0% 40,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% AVERAGE DAILY EXPENDITURE IN THE WESTERN CAPE, ,0% 0-R200 R201-R500 R501-R1000 R1001-R2000 More than R2000 All 8,3% 33,3% 42,1% 11,8% 4,4% Overseas 6,1% 29,3% 45,9% 13,3% 5,4% Domestic 14,2% 44,0% 31,6% 8,1% 2,1% 20

21 5. Regional Visitor Trends TOURISM INDICATOR Cape Town OVERVIEW OF REGIONAL VISITOR TRENDS AND PATTERNS, 2014 Cape Winelands Cape West Coast Cape Overberg Cape Garden Route & Klein Karoo Cape Karoo % Share overseas 56.0% 67.6% 28.7% 46.6% 56.9% 9.4% % Share domestic 44.0% 31.6% 69.8% 53.0% 42.8% 90.6% Top international markets Top domestic markets Main purpose of visit Most common travel group size Most common length of stay Most common mode of transport Top information sources Germany (26.6%) Germany (26.5%) United Kingdom (16.3%) United Kingdom (26.0%) United States (5.9%) Netherlands (10.2%) Gauteng (46.6%) Western Cape (66.7%) Western Cape (24.1%) Gauteng (16.6%) KwaZulu-Natal (9.8%) KwaZulu-Natal (7.2%) Holiday/leisure (92.7%) Business (5.8%) Holiday/leisure (99.0%) Honeymoon/weddings (0.5%) United Kingdom (36.4%) Germany (29.2%) Netherlands (10.6%) Western Cape (65.0%) Gauteng (17.0%) KwaZulu-Natal (4.7%) Holiday/leisure (92.9%) United Kingdom (32.7%) Germany (23.5%) Netherlands (11.7%) Western Cape (86.2%) Germany (32.0%) United Kingdom (28.3%) Netherlands (7.6%) Western Cape (72.1%) Gauteng (7.0%) Gauteng (15.8%) Eastern Cape (3.5%) Holiday/leisure (96.5%) Eastern Cape (6.5%) Holiday/leisure (96.5%) United Kingdom (25.9%) Netherlands (14.8%) Belgium (14.8%) Western Cape (39.0%) Gauteng (35.0%) Free State (6.3%) Holiday/leisure (98.3%) Business (4.2%) Business (2.8%) Business (2.4%) VFR (1.0%) VFR (0.9%) Business (0.2%) VFR (1.4%) VFR (0.2%) VFR (0.9%) Business (0.3%) Pairs (54.9%) Pairs (65.4%) Pairs (54.9%) Pairs (51.5%) Pairs (59.0%) Pairs (46.2%) Alone (27.0%) Fours (11.3%) Alone (24.3%) Alone (22.6%) Alone (21.4%) Fours (21.5%) 7 & more nights (32.8%) 1 night (49.1%) 1 night (46.6%) 1 night (49.6%) 1 night (44.3%) 1 night (67.6%) nights (16.8%) 2 nights (30.3%) 2 nights (25.1%) 2 nights (32.2%) 2 nights (20.5%) Rented car (27.5%) Rented car (96.1%) Own motor vehicle (25.3%) Word of mouth (37.0%) Internet/websites (26.1%) Tour bus (1.6%) Average daily spend R501-R1000 (47.9%) - Type of accommodation Average spend on accommodation Top three activities undertaken Self-catering (37.9%) Guesthouses (50.0%) Guesthouses (26.6%) B&B (20.0%) - - Nature activities (22.4%) Wine tasting (37.0%) Outdoor activities (14.9%) Beaches (11.6%) - Scenic drives (26.1%) Nature activities (10.9%) Rented car (64.9%) Own motor vehicle (32.9%) Word of mouth (36.6%) Internet/websites (23.2%) R501-R1000 (38.2%) Self-catering (36.9%) Guesthouses (26.5%) R501-R1000 (44.2%) Scenic drives (25.2%) Gourmet restaurants (14.6%) Culture/heritage (14.3%) Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. Rented car (63.6%) Own motor vehicle (23.5%) Internet/websites (29.6%) Word of mouth (21.2%) R201-R500 (40.5%) Rented car (81.6%) Own motor vehicle (16.9%) Word of mouth (22.2%) Internet/websites (22.2%) B&B (32.5%) B&B (44.4%) Guesthouses (28.2%) R501-R1000 (40.8%) Gourmet restaurants (23.3%) Scenic drives (21.8%) Culture/heritage (16.9%) - Guesthouses (33.3%) - Scenic drives (30.7%) Wine tasting (14.7%) Culture/heritage (13.3%) 7 & more nights (13.5%) Rented car (94.7%) Tour bus (1.8%) Word of mouth (40.0%) Internet/websites (60.0%) R201-R500 (40.0%) Guesthouses (50.0%) Self-catering (50.0%) R201-R500 (50.0%) Culture/heritage (77.4%) Scenic drives (5.7%) Gourmet restaurants (5.7%)

22 Source Market United Kingdom Germany Netherlands Switzerland France United States MAIN ACTIVITIES UNDERTAKEN BY TOP INTERNATIONAL SOURCE MARKETS BY REGION, 2014 Cape Town Cape Winelands Cape West Coast Cape Overberg Nature activities (24.9%) Outdoor activities (15.6%) Culture/heritage (12.6%) Nature activities (25.0%) Outdoor activities (15.9%) Scenic drives (20.0%) Outdoor activities (20.0%) Wine tasting (20.0%) Scenic drives (50.0%) Outdoor activities (25.0%) Cape Garden Route & Klein Karoo Scenic drives (26.1%) Scenic drives (25.7%) Scenic drives (40.0%) Wine tasting (16.6%) Culture/heritage (15.6%) Scenic drives (22.0%) Outdoor activities (22.0%) (22.8%) Nature activities (20.0%) Culture/heritage (16.9%) Culture/heritage (13.3%) (27.7%) Scenic drives (25.0%) Scenic drives (20.4%) Wine tasting (15.0%) Beaches (12.8%) Shopping (25.0%) Adventure (13.2%) Culture/heritage (18.5%) Game reserves (15.0%) Nature activities (20.9%) Beaches (16.4%) Culture/heritage (13.4%) Nature activities (25.5%) Outdoor activities (16.0%) Wine tasting (80.0%) Nature activities (20.0%) - Culture/heritage (21.7%) (25.9%) Scenic drives (20.0%) Scenic drives (19.6%) Culture/heritage (22.2%) Culture/heritage (20.0%) Outdoor activities (15.2%) Scenic drives (23.5%) Scenic drives (26.9%) Outdoor activities (23.5%) Scenic drives (18.9%) Outdoor activities (20.0%) (21.2%) Culture/heritage (16.0%) Adventure (17.6%) Culture/heritage (15.4%) Nature activities (20.6%) Culture/heritage (17.5%) Outdoor activities (12.4%) Nature activities (19.8%) Scenic drives (33.3%) Wine tasting (33.3%) Nature activities (33.3%) Scenic drives (30.8%) Scenic drives (21.7%) Scenic drives (66.7%) (23.1%) Outdoor activities (17.9%) - Wine tasting (21.4%) (18.8%) Beaches (15.4%) Nature activities (14.5%) Scenic drives (35.7%) Scenic drives (21.1%) (21.1%) Culture/heritage Culture/heritage (12.3%) Culture/heritage (18.3%) (14.3%) Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. - Wine tasting (33.3%)- - 22

23 Source Province Western Cape Gauteng Eastern Cape MAIN ACTIVITIES UNDERTAKEN BY TOP DOMESTIC SOURCE MARKETS BY REGION, 2014 Cape Town Cape Winelands Cape West Coast Cape Overberg Nature activities (27.5%) Beaches (23.5%) Crafts/food markets (19.6%) Beaches (17.5%) Nature activities (15.8%) Scenic drives (40.0%) Outdoor activities (20.0%) Wine tasting (20.0%) - Cape Garden Route & Klein Karoo Scenic drives (23.0%) Scenic drives (20.8%) Scenic drives (50.0%) Culture/heritage (16.5%) (16.2%) (20.3%) Culture/heritage (33.3%) Culture/heritage (14.4%) Health/wellness (16.7%) Scenic drives (30.5%) Scenic drives (24.5%) Scenic drives (25.0%) (15.7%) (22.4%) Culture/heritage (25.0%) Wine tasting (8.8%) Wine tasting (13.1%) Culture/heritage (12.2%) Wine tasting (25.0%) Beaches (16.7%) (33.3%) Scenic drives (23.3%) Adventure (33.3%) Outdoor activities (16.7%) - Scenic drives (14.8%) Culture/heritage (16.7%) Scenic drives (16.7%) Events/festivals (16.7%) Culture/heritage (14.8%) Shopping (16.7%) Game reserves (16.7%) KwaZulu- Natal Nature activities (18.5%) (11.1%) - Scenic drives (25.4%) Scenic drives (23.1%) (18.3%) (23.1%) Culture/heritage (11.1%) Wine tasting (11.3%) Nature activities (15.4%) Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. - 23

24 6. Profile/snapshot of top international markets TOURISM INDICATOR Main purpose of visit Most common travel group size OVERVIEW OF TRENDS AND PATTERNS BY TOP INTERNATIONAL SOURCE MARKET, 2014 United Kingdom Germany Netherlands Switzerland France United States Holiday/leisure (98.0%) Holiday/leisure (98.4%) Business (0.9%) Business (0.6%) Holiday/leisure (99.0%) Honeymoon/weddings (0.2%) VFR (0.6%) VFR (0.6%) VFR (0.2%) Holiday/leisure (99.1%) Holiday/leisure (98.1%) Holiday/leisure (99.4%) Business (0.4%) Business (1.4%) Business (0.6%) Education (0.4%) VFR (0.5%) - Pairs (69.0%) Pairs (64.5%) Pairs (70.6%) Pairs (69.4%) Pairs (54.5%) Pairs (61.7%) Alone (9.8%) Alone (13.1%) Fours (12.2%) Alone (14.0%) Fours (14.4%) Alone (16.0%) Most common length of stay Most common mode of transport Top information sources Most common type of accommodation Average spend on accommodation Average daily spend Top three activities undertaken 1 night (33.6%) 1 night (40.6%) 1 night (41.3%) 1 night (45.1%) 1 night (41.5%) 1 night (30.8%) 2 nights (29.2%) 2 nights (20.8%) 2 nights (31.6%) 2 nights (20.9%) 2 nights (24.6%) 2 nights (25.6%) Rented car (82.3%) Own motor vehicle (5.1%) Internet/websites (32.4%) Word of mouth (29.2%) Guesthouses (33.5%) Rented car (78.6%) Rented car (89.3%) Tour bus (8.9%) Tour bus (4.7%) Internet/websites (34.0%) Word of mouth (25.1%) Self-catering (27.9%) Internet/websites (31.7%) Word of mouth (22.1%) Guesthouses (30.2%) Rented car (73.4%) Tour bus (10.1%) Word of mouth (28.7%) Internet/websites (25.3%) Guesthouses (38.6%) B&B (24.0%) B&B (27.0%) B&B (26.7%) B&B (29.5%) R501-R1000 (41.5%) R501-R1000 (45.2%) Scenic drives (18.8%) Culture/heritage (15.4%) (14.5%) R501-R1000 (41.1%) R501-R1000 (45.6%) Nature activities (16.1%) Gourmet restaurants (16.0%) Culture/heritage (14.2%) R501-R1000 (31.0%) R501-R1000 (51.8%) (19.9%) Culture/heritage (19.2%) Scenic drives (15.1%) Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. R501-R1000 (61.1%) R501-R1000 (36.2%) Nature activities (20.0%) Culture/heritage (15.3%) Outdoor activities (13.5%) Rented car (73.3%) Own motor vehicle (11.3%) Internet/websites (36.6%) Word of mouth (23.2%) Self-catering (38.1%) Guesthouses (26.2%) R501-R1000 (50.0%) R501-R1000 (43.8%) Nature activities (17.8%) Culture/heritage (14.1%) Gourmet restaurants (13.5%) Rented car (64.5%) Tour bus (12.9%) Word of mouth (35.6%) VICs (15.6%) Self-catering (29.5%) Guesthouses (27.3%) R501-R1000 (36.4%) 24 R501-R1000 (45.1%) Culture/heritage (14.6%) Outdoor activities (13.5%) Gourmet restaurants (12.5%)

25 7. Profile/snapshot of top domestic markets OVERVIEW OF TRENDS AND PATTERNS BY TOP DOMESTIC SOURCE MARKET, 2014 TOURISM INDICATOR Western Cape Gauteng Eastern Cape KwaZulu-Natal Main purpose of visit Most common travel group size Most common length of stay Most common mode of transport Top information sources Holiday/leisure (93.2%) Holiday/leisure (93.7%) Holiday/leisure (92.4%) Holiday/leisure (96.6%) Business (5.2%) Business (4.8%) Business (4.6%) Honeymoon/weddings (1.4%) VFR (0.8%) VFR (0.8%) VFR (1.5%) Business (0.7%) Pairs (44.3%) Pairs (58.8%) Pairs (51.5%) Pairs (66.4%) Alone (32.8%) Alone (12.7%) Alone (13.8%) Alone (12.3%) 1 night (51.5%) 1 night (36.3%) 1 night (39.6%) 1 night (30.8%) 2 nights (27.5%) 2 nights (27.0%) 2 nights (31.3%) 2 nights (20.5%) Rented car (52.5%) Rented car (65.1%) Own motor vehicle (51.0%) Own motor vehicle (38.2%) Own motor vehicle (26.8%) Rented car (44.8%) Rented car (71.1%) Own motor vehicle (25.6%) Word of mouth (33.9%) Word of mouth (33.3%) Word of mouth (25.0%) Word of mouth (36.0%) VICs (18.2%) Internet/websites (25.5%) TV/Radio (22.9%) Internet/websites (20.0%) Most common type of accommodation Average spend on accommodation Self-catering (37.6%) Self-catering (49.0%) Self-catering (28.6%) Hotel (28.1%) Guesthouses (20.4%) Guesthouses (23.5%) Guesthouses (21.4%) Self-catering (28.1%) R501-R1000 (41.1%) R501-R1000 (47.4%) R201-R500 (62.5%) R201-R500 (42.9%) Average daily spend R201-R500 (46.0%) R201-R500 (47.3%) R201-R500 (38.1%) R501-R1000 (54.3%) Top three activities undertaken Scenic drives (20.8%) Scenic drives (20.7%) Scenic drives (17.4%) Scenic drives (18.6%) (17.3%) Culture/heritage (14.5%) (17.4%) (16.8%) Culture/heritage (15.5%) (13.5%) Culture/heritage (14.5%) Wine tasting (11.5%) 25

26 8. South African National Parks In 2014, a total of 1,020,113 visitors were recorded at the South African National Parks across the Western Cape; representing a 6.0% year-on-year increase when compared to (962,707). Listed below is the total number of visitors welcomed at each National Park: Table Mountain National Park (833,844); Tsitsikamma National Park (85,383); West Coast National Park (55,782); Wilderness National Park (24,306); Karoo National Park (8,982); Agulhas National Park (7,765); and Bontebok National Park (4,051). VISITORS TO THE SOUTH AFRICAN NATIONAL PARKS IN THE WESTERN CAPE, 2014 Table Mountain National Park; Tsitsikamma National Park; West Coast National Park; Wilderness National Park; Karoo National Park; Bontebok National Park; Agulhas National Park; Source: South African National Parks, Lodging statistics for South African National Parks In 2014, the Tsitsikamma National Park equally sold the highest number of unit nights (6,531), bed nights (15,046) and camping nights (4,751). However, the most significant year-on-year growth in unit (35.0%) and bed (25.2%) nights sold were recorded at the Table Mountain National Park. National Park LODGING STATISTICS FOR SOUTH AFRICAN NATIONAL PARKS, /2014 Unit nights sold Bed nights sold Camping nights sold /14 % Change /14 % Change /14 % Change Karoo 2,272 2, % 5,698 5, % 1,425 1, % Wilderness 2,728 2, % 6,333 6, % 3,719 3, % Tsitsikamma 6,656 6, % 15,578 15, % 5,521 4, % West Coast % % Bontebok % 1,264 1, % % Table Mountain 1,047 1, % 2,947 3, % Agulhas % 1,686 1, % Source: South African National Parks, 2014