Cape Winelands. Regional Tourism Visitor Trends Jan-July Overview. Western Cape

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Laura Payne
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1 Cape Winelands Regional Tourism Visitor Trends Jan-July Overview Western Cape The Western Cape has the most beautiful scenery in the world with many prominent attractions one of the top attractions being Table Mountain that attract many visitors to the province. It is home to the best accommodation establishments that money can buy with exquisite star hotels offering five star treatment. The province is one of South Africa s most beautiful tourism destinations attracting a wealth of foreign and domestic tourists. The Western Cape comprises of six regions; Cape Town, Cape Winelands, Cape West Coast, Cape Overberg, Cape Garden Route & Klein Karoo and the Cape Karoo, each offering an array of unique experiences and tourism offerings. Key visitor trends gathered across the regions of the Western Cape for January to July 2016 revealed positive percentage of overseas (40.2%) and domestic (58.8%) visitors to the province. The top markets were Germany, United Kingdom, Netherlands and the United States and top domestic markets were Western Cape, Gauteng, Eastern Cape and KwaZulu-Natal. Visitors enjoyed travelling in pairs (51.9%), while the majority (90.4%) came to the province for holiday/leisure. Cape Winelands 1 The Cape Winelands area is one of the pearls of South Africa s rural and small-town regions, but disparate with a relatively high and diverse level of development. The region is renowned as the culinary capital of South Africa, in addition to the finest wines and locally produced cheeses, olives and export quality fruit and organic produce. Between January and July 2016 a share of 50.5% of respondents were recorded from the overseas market, followed by 49.9% from the domestic market. Top international source markets to the Cape Winelands included visitors from Germany (26.5%), the United Kingdom (22.6%) and the Netherlands (10.5%). The Western Cape market (78.2%) led domestic travel to the Cape Winelands, followed by Gauteng (10.2%) and Eastern Cape (3.8%). A share of 95.6% of respondents indicated holiday/leisure as their main motivation for travelling to the region. Top activities equally enjoyed by both overseas and domestic visitors included the region s wine and gourmet experiences, coupled with scenic drives which emerged as a popular activity amongst all visitors. Visitors to the Cape Winelands enjoyed staying for 1 night to 2 nights mostly. These visitors enjoyed staying overnight in self-catering (35.5%) and guesthouse (25.5%) accommodation. Visitors to the Cape Winelands primarily travelled in pairs or/as couples and travelled to the region utilising rented cars. The internet/websites and VICs ranked as the top information sources amongst visitors, indicating the strong influence social media holds in the tourism industry.

2 Contents 1. Overview Cape Winelands Visitor Trends Trends and Patterns Origin of visitors Average length of stay Accommodation usage Travel group size Main purpose of visit Key trends: Holiday/Leisure Traveller Main activities undertaken in the Cape Winelands Information Sources Main mode of transport Average daily spend Cape Winelands Towns Trends and patterns by top international market Trends and patterns by top domestic markets Acknowledgements

3 2. Cape Winelands Visitor Trends This report provides an overview of the tourism trends and patterns in the Cape Winelands. The findings will illustrate key visitor trends obtained from the regional visitor tracking survey. 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 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 CAPE WINELANDS VISITOR TRENDS AND PATTERNS, JAN-JULY 2016 % Share of overseas visitors 50.5% % Share of domestic visitors 49.9% Top three international markets Top three domestic markets Main purpose of visit Most common age group Most common travel group size Most common length of stay per town Most common mode of transport Top information sources Germany (26.5%) United Kingdom (22.6%) Netherlands (10.5%) Western Cape (78.2%) Gauteng (10.2%) Eastern Cape (3.8%) Holiday/leisure (95.6%) Honeymoon/weddings (10.5%) Education (5.0%) (35.6%) (22.4%) <20 (20.5%) Pairs (55.6%) Alone (18.5%) 1 night (45.5%) 2 nights (34.5%) 3 nights (12.5%) Rented car (65.5%) Own motor vehicle (35.8%) Internet/websites (35.2%) VICs (28.5%) Most common average daily spend R1001-R2000 (33.3%) Top accommodation types used Top three activities undertaken in the Cape Winelands Overseas Self-catering (35.5%) Guesthouse (25.5%) Domestic Wine tasting (44.5%) Wine tasting (28.5%) Scenic drives (15.8%) Scenic drives (17.5%) Gourmet restaurants (11.3%) Gourmet restaurants (13.5%) 3

4 % of visitors 2.1 Trends and Patterns Between January and July 2016, a total of 2,510 responses to the regional visitor tracking survey were received from the respective tourism information offices in the Cape Winelands. The participating tourism offices were: Tulbagh (1,466); Montagu (1,462); Stellenbosch (1,384); Paarl (865); Wellington (845); Ceres (377); McGregor (67); and Franschhoek (34). 2.2 Origin of visitors The sample of respondents to the Cape Winelands represented a share of 50.3% of visitors from overseas and 48.9% from the domestic market. A steady trend in the share of visitors can be observed across the four years; indicating a consistent flow of international and domestic visitors into the region. % SHARE OF OVERSEAS & DOMESTIC VISITORS INTO CAPE WINELANDS TOURISM OFFICES, JAN-JULY Jan Feb Mar Apr May Jun Jul Overseas 52,9% 54,8% 53,5% 50,3% 50,3% 53,5% 54,8% Domestic 44,0% 42,6% 44,1% 48,9% 44,1% 44,0% 42,6% The European region dominated as the leading contributor to international visitor flow into the Cape Winelands. Germany, the United Kingdom and the Netherlands represented the strongest share of international visitors across the four years, followed by France and Switzerland which portrayed a solid share of visitors.

5 % of visitors % of visitors TOP INTERNATIONAL MARKETS INTO CAPE WINELANDS TOURISM OFFICES, JAN-JULY ,0% 15,0% 5,0% Jan Feb Mar Apr May Jun July Germany 19,3% 23,2% 23,5% 24,4% 26,1% 24,4% 23,5% United Kingdom 26,2% 23,4% 23,3% 21,4% 20,6% 21,4% 23,3% Netherlands 13,7% 13,7% 12,9% 11,6% 10,6% 11,6% 12,9% France 4,6% 3,7% 5,5% 6,1% 7,1% 6,1% 5,5% Switzerland 3,6% 3,5% 5,0% 5,4% 4,9% 5,4% 5,0% United States 6,2% 6,3% 5,5% 4,5% 4,5% 4,5% 5,5% Belgium 3,6% 4,6% 4,4% 3,9% 4,2% 3,9% 4,4% Australia 3,6% 3,3% 3,1% 2,7% 3,0% 2,7% 3,1% Canada 2,7% 3,0% 2,8% 3,2% 2,1% 3,2% 2,8% Sweden 3,1% 3,0% 2,2% 2,6% 1,7% 2,6% 2,2% Of the share of respondents from the domestic market, the local Western Cape market represented the strongest share (79.4%) and across the preceding years. The Gauteng market remained steady in the share of travellers recorded and consecutively reflected the second largest share acrossjanuary tpo July TOP DOMESTIC MARKETS INTO THE CAPE WINELANDS TOURISM OFFICES, JAN-JULY 2016 Jan Feb Mar Apr May Jun July Western Cape 59,1% 55,8% 61,1% 63,4% 79,4% 61,1% 55,8% Gauteng 17,1% 18,7% 16,5% 13,7% 10,9% 16,5% 18,7% Eastern Cape 4,0% 3,1% 3,7% 3,7% 2,5% 3,7% 3,1% Kwa-Zulu Natal 6,1% 7,4% 5,8% 3,7% 3,8% 5,8% 7,4% Other 6,8% 7,4% 6,1% 4,8% 3,4% 6,1% 7,4% Average length of stay The Cape Winelands accommodation sector welcomed a share of 48.8% of respondents who indicated overnight stays. Of these visitors, the dominant share from each market primarily stayed overnight for one, two and three nights. It is further important to note that 4.3% of overseas and 6.0% of domestic respondents indicated overnight stays of seven nights and more.

6 % of visitors AVERAGE LENGTH OF STAY IN THE CAPE WINELANDS, JAN-JULY night 37,8% 46,1% 53,9% 2 nights 30,8% 29,0% 32,7% 3 nights 4 nights 5-6 nights 11,3% 8,4% 14,2% 4,8% 3,4% 6,3% 1,9% 1,0% 2,9% 7 & more 5,1% 4,3% 6,0% All Overseas Domestic 2.5 Accommodation usage Self-catering establishments ranked as the most prominent and preferred type of accommodation utilised by overseas (28.3%) and domestic (40.4%) visitors. B&B (25.9%) accommodation represented the second largest share of respondents from the overseas market, while a share of 19.3% of domestic travellers enjoyed the region s guesthouses. 6 45,0% 4 35,0% 25,0% 15,0% 5,0% ACCOMMODATION USED IN THE CAPE WINELANDS, JAN-JULY 2016 All Overseas Domestic Hotel 12,7% 8,9% Guesthouse 20,8% 21,7% 19,3% B&B 15,9% 25,9% 11,3% Self Catering 36,1% 28,3% 40,4% 2.6 Travel group size Travelling in pairs ranked as the dominant travel group size amongst all visitors to the Cape Winelands. The overseas market not only preferred travelling in pairs or/as couples (61.9%), but also reflected a share of 11.8% who travelled in groups/families of four. In addition to the 48.9% of domestic visitors who travelled in pairs or/as couples, a significant 27.7% followed which included domestic visitors who travelled alone, which can largely include local business travellers or those visiting their friends and relatives.

% of visitors 10 9 8 7 6 5 4 AVERAGE TRAVEL GROUP SIZE TO THE CAPE WINELANDS, JAN-JULY 2016 All Overseas Domestic Alone 17,3% 7,3% 27,7% Pairs 55,5% 61,9% 48,9% Threes 8,6% 8,9% 8,2% Fours 10,5%

7 % of visitors AVERAGE TRAVEL GROUP SIZE TO THE CAPE WINELANDS, JAN-JULY 2016 All Overseas Domestic Alone 17,3% 7,3% 27,7% Pairs 55,5% 61,9% 48,9% Threes 8,6% 8,9% 8,2% Fours 10,5% 11,8% 9,2% Five & more 8,2% 10,2% 5,9% 2.7 Main purpose of visit From the findings revealed below, it is evident that between January and July 2016 saw an equally large share of holiday/leisure travellers from the overseas (99.1%) and domestic (96.2%) markets. A trend which is not surprising when considering the vast wine and culinary experiences coupled with an abundance of tourism offerings and local events which draws an influx of leisure travellers all-year round. MAIN PURPOSE OF VISIT TO THE CAPE WINELANDS, JAN-JULY 2016 Purpose of visit All Overseas Domestic Holiday/leisure 97.7% 99.1% 96.2% Business 0.4% 0.1% 0.7% VFR 0.2% 0.2% 0.2% Education 0.7% 0.1% 1.4% 7

8 2.8 Key trends: Holiday/Leisure Traveller KEY TRENDS AND PATTERNS BY VISITOR TYPE, JAN-JULY 2016 Visitor Profile Holiday/Leisure Traveller % share of overseas visitors 51.2% % share of domestic visitors 48.1% % share of overnight visitors 48.7% % share of day visitors 51.3% Most common age group (38.9%) Pairs (55.7%) Most common travel group size Alone (16.9%) Fours (10.6%) 1 night (46.8%) Most common length of stay 2 nights (30.6%) 3 nights (11.0%) Rented car (61.3%) Most common mode of transport Own motor vehicle (32.9%) Internet/websites (35.8%) Top information source VICs (28.9%) Self-catering (36.2%) Most common type of accommodation Guesthouse (21.2%) Most common average daily spend R1001-R2000 (34.3%) Wine tasting (36.7%) Top three activities undertaken in the Cape Winelands Scenic drives (17.1%) Gourmet restaurants (12.3%) Main activities undertaken in the Cape Winelands Of all visitors, top activities enjoyed across the region included wine tasting (35.3%), scenic drives (16.4%), gourmet restaurants (12.3%) and outdoor activities (10.0%). Culture/heritage (9.3%) and the snow (3.3%) followed as the fifth and sixed most enjoyed activities across the period. From the top activities observed below, it is clear that the Cape Winelands offers an array of tourism offerings in addition to tasting the region s exquisite wines and indulging in the popular culinary experiences.

9 % of visitors % of visitors TOP ACTIVITIES UNDERTAKEN BY VISITORS TO THE CAPE WINELANDS, JAN-JULY ,0% 35,3% 25,0% 15,0% 5,0% 16,4% 12,3% 9,3% 3,3% Wine Tasting Scenic drives Gourmet restaurants Outdoor Activities Culture/Heritage Snow Wine tasting and scenic drives were equally enjoyed by the overseas and domestic visitors. Outdoor activities was more popular amongst the international travellers seeking to complete their journey, while the domestic travellers enjoyed a combined wine and gourmet experience during their stay. It is further interesting to observe the popularity of the snow amongst the domestic travellers (6.1%), one of the many unique experiences which can be enjoyed in the region during the winter period. MAIN ACTIVITIES UNDERTAKEN BY REGION, JAN-JULY ,0% 4 35,0% 25,0% 15,0% 5,0% Overseas Domestic Scenic drives 15,9% 16,9% Gourmet restaurants 11,2% 13,1% Culture/Heritage 8,7% 9,9% Outdoor Activities 12,3% 7,8% Wine Tasting 44,3% 27,9% Snow 0,2% 6,1% Information Sources Online sources such as the internet/websites ranked as a powerful tool amongst visitors seeking information on the Cape Winelands, and were equally strong amongst overseas (36.3%) and domestic (35.1%) visitors. Word of mouth served as a correspondingly prominent source of information amongst all visitors, indicating the strength of a positive tourism experience as a marketing tool.

10 % of visitors TOP INFORMATION SOURCES USED BY VISITORS TO THE CAPE WINELANDS, JAN-JULY 2016 All 4,4% 25,9% 27,3% 35,5% Overseas 7,7% 16,7% 31,0% 36,3% Domestic 2,3% 22,8% 35,1% 34,0% Word of mouth Internet/websites VICs Return visit 2.11 Main mode of transport The dominant share of visitors from the overseas market used rented cars (87.7%) as their main mode of transport to the region, while the domestic travellers primarily travelled with their own motor vehicles (69.4%). Tour busses were an additional form of transport utilised by the overseas (5.1%) and domestic (0.8%) visitors. 10 MAIN MODE OF TRANSPORT USED IN THE CAPE WINELANDS, JAN-JULY All Overseas Domestic Tour bus 3,1% 5,1% 0,8% Own motor vehicle 33,8% 4,5% 69,4% Rented car 60,5% 87,7% 27,2% 2.12 Average daily spend Overall, visitors to the Cape Winelands indicated an average daily expenditure range of R1001-R2000 (33.0%), followed by a share of 30.2% who spent on average RR501-R1000 per day. A similar expenditure pattern can be observed when taking a closer look at the overseas and domestic markets, revealing a daily expenditure range of

11 % of visitors R1001-R2000 and R501-R1000 as the top two most common expenditure levels amongst visitors. This indicator served as an extremely powerful economic tool for the region and the overall tourism sector. 4 MOST COMMON DAILY EXPENDITURE RANGE IN THE CAPE WINELANDS, JAN-JULY ,0% 25,0% 15,0% 5,0% 0-R200 R201-R500 R501-R1000 R1001-R2000 More than R2000 All 9,5% 21,2% 30,2% 33,0% 6,1% Overseas 4,8% 19,0% 30,2% 36,5% 9,5% Domestic 12,1% 22,4% 30,2% 31,0% 4,3% 11

12 3. Cape Winelands Towns OVERVIEW OF REGIONAL TOWNS VISITOR TRENDS AND PATTERNS, JAN-JULY 2016 TOURISM INDICATOR Tulbagh Ceres Montagu Stellenbosch Paarl Wellington % Share overseas 38.4% 40.8% 57.9% 88.2% 44.0% 8.9% % Share domestic 60.7% 56.8% 41.6% 11.2% 55.6% 90.4% % Share of overnight visitors 75.0% 64.7% 84.9% 24.6% 6.8% 10.4% % Share of day visitors 25.0% 35.3% 15.1% 75.4% 93.2% 89.6% 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 Type of accommodation Top three activities undertaken Germany (29.0%) Germany (24.0%) Germany (27.0%) Germany (21.7%) Germany (36.8%) Germany (22.7%) United Kingdom (19.8%) United Kingdom (20.1%) United Kingdom (26.1%) United Kingdom (17.4%) United Kingdom (19.7%) Netherlands (10.5%) Netherlands (11.7%) Netherlands (10.0%) Netherlands (12.0%) United States (8.9%) United Kingdom (17.3%) Western Cape (69.1%) Western Cape (58.4%) Western Cape (79.6%) Western Cape (43.7%) Western Cape (95.2%) Western Cape (89.8%) Gauteng (17.6%) Gauteng (21.1%) Gauteng (9.7%) Gauteng (25.4%) KZN (4.5%) KZN (9.1%) Eastern Cape (4.0%) KZN (21.1%) Holiday/leisure (97.5%) Honeymoon/wedding (2.1%) Gauteng (2.4%) Gauteng (5.9%) Holiday/leisure (98.7%) Holiday/leisure (99.1%) Holiday/leisure (99.7%) Holiday/leisure (97.9%) Holiday/leisure (92.8%) Pairs (65.5%) Pairs (62.8%) Pairs (66.3%) Pairs (49.6%) Pairs (57.9%) Alone (70.3%) Fours (11.2%) Fours (13.6%) Fours (10.9%) Five & more (19.9%) Alone (25.7%) Pairs (21.9%) 1 night (46.9%) 1 night (57.4%) 1 night (43.7%) 1 night (53.3%) 2 nights (30.6%) 1 night (67.3%) 2 nights (33.4%) 2 nights (20.9%) 2 nights (30.8%) 2 nights (26.9%) 3 nights (27.8%) Rented car (56.0%) Rented car (71.5%) Rented car (82.3%) Own motor vehicle (54.5%) Own motor vehicle (86.9%) - Own motor vehicle (40.2%) Own motor vehicle (27.9%) Tour bus (7.7%) Rented car (44.2%) Rented car (12.0%) Internet/websites (41.8%) VICs (32.6%) Self-catering (34.4%) B&B (24.4%) Wine tasting (31.8%) Scenic drives (26.7%) Word of mouth (78.6%) - - Self-catering (50.7%) Snow (47.1%) Gourmet restaurants (11.6%) Gourmet restaurants (20.6%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. - Wine tasting (96.4%) Wine tasting (50.4%) Wine tasting (23.4%) Culture/heritage (16.8%) Outdoor activities (16.9%)- 12

13 4. Trends and patterns by top international market OVERVIEW OF TRENDS AND PATTERNS BY TOP INTERNATIONAL SOURCE MARKET, JAN-JULY 2016 TOURISM INDICATOR Germany United Kingdom Netherlands France Switzerland % Share overnight visitors 49.1% 52.7% 46.1% 38.8% 63.4% % Share day visitors 50.9% 47.3% 53.9% 61.2% 36.6% Main purpose of visit Most common travel group size Most common length of stay Most common mode of transport Holiday/leisure (99.3%) Holiday/leisure (99.3%) Holiday/leisure (98.6%) Holiday/leisure (99.6%) Holiday/leisure (98.8%) Pairs (62.9%) Pairs (71.8%) Pairs (57.5%) Pairs (49.6%) Pairs (70.2%) Fours (11.7%) Fours (8.7%) Five & more (15.9%) Fours (17.8%) Fours (9.9%) 1 night (57.0%) 1 night (40.6%) 1 night (45.6%) 1 night (69.3%) 1 night (64.7%) 2 nights (29.3%) 2 nights (35.1%) 2 nights (37.3%) 2 nights (17.0%) 2 nights (24.5%) Rented car (90.8%) Rented car (87.7%) Rented car (83.6%) Rented car (84.1%) Tour bus (10.8%) Tour bus (11.2%) Rented car (88.4%) Top information Internet/websites sources (39.6%) Wine tasting (47.0%) Wine tasting (38.0%) Top three activities Scenic drives Gourmet restaurants Wine tasting undertaken (14.4%) (20.3%) (47.2%) Wine tasting (43.3%) - Outdoor activities (12.1%) Scenic drives (16.5%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. 5. Trends and patterns by top domestic markets OVERVIEW OF TRENDS AND PATTERNS BY TOP DOMESTIC SOURCE MARKET, JAN-JULY 2016 TOURISM INDICATOR Western Cape Gauteng Eastern Cape KwaZulu-Natal % Share overnight visitors 45.6% 64.6% 64.4% 64.6% % Share day visitors 54.4% 35.4% 35.6% 35.4% Most common age group (38.0%) Main purpose of visit Holiday/leisure (95.6%) Holiday/leisure (97.8%) Holiday/leisure (93.2%) Holiday/leisure (98.2%) Most common travel group size Most common length of stay Most common mode of transport Top information sources Most common type of accommodation Top three activities undertaken Pairs (45.8%) Pairs (57.0%) Alone (32.9%) Fours (12.7%) 2 nights (35.8%) 1 night (44.7%) 1 night (35.7%) 2 nights (27.7%) Own motor vehicle (73.6%) Own motor vehicle (60.6%) Rented car (23.4%) Rented car (35.8%) Internet/websites (35.0%) VICs (31.5%) Self-catering (47.0%) Guesthouse (16.5%) Wine tasting (26.5%) Wine tasting (21.6%) Scenic drives (15.0%) Gourmet restaurant (14.0%) Pairs (52.8%) Pairs (66.7%) 1 night (42.6%) 1 night (38.9%) Own motor vehicle (66.7%) Own motor vehicle (53.9%) Scenic drives (21.6%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation

14 6. Acknowledgements Acknowledgements and many thanks go to the following for supplying the data which made this publication possible and whose continued and unwavering support will sustain the forthcoming issues. The participating local tourism offices in the Cape Winelands: Ceres Tourism Franschhoek Tourism McGregor Tourism Montagu Tourism Paarl Tourism Robertson Tourism Stellenbosch Tourism Tulbagh Tourism Wellington Tourism For more information on this publication and other Wesgro publications please contact For more publications like this visit the Wesgro publications portal on our website at 14

Cape Winelands. Regional Tourism Visitor Trends Overview. Western Cape

Cape Winelands. Regional Tourism Visitor Trends Overview. Western Cape Cape Winelands Regional Tourism Visitor Trends 2015 1. Overview Western Cape In 2015, domestic visitors (58.5%) dominated as the leading source of tourist arrivals was the Western Cape. Domestic visitors