WESTERN CAPE TOURISM BAROMETER: Your Provincial Tourism Intelligence Source

Transcription

1 WESTERN CAPE TOURISM BAROMETER: Your Provincial Tourism Intelligence Source Volume 3, Issue 1 October-December 2008 Produced by Cape Town Routes Unlimited

2 INTRODUCTION This barometer is a synopsis of the travel patterns of tourists (national and international) for the period October December 2008 in Cape Town and the Western Cape. It provides a snapshot of the industry s performance - a one-stop provincial tourism intelligence source for stakeholders including all critical performance indicators and all regions of the Western Cape Province. We know that our destination has truly unique travel experiences to offer on an emotional, physical and intellectual level. Fresh approaches had to be adopted in the wake of the global economic crisis, which has seen holidaymakers becoming more budget-conscious and expecting more for their money. When compared to 2007, international tourist arrivals increased globally by 2% (16 million) reaching 924 million arrivals in 2008, according to the World Tourism Organisation (UNWTO, 2009). Interestingly enough, international tourist arrivals increased globally with 5% in the first half of the year but decreased by 1% in the second half. South Africa received a total of 2, 607, 415 international arrivals during Q This represents a year-on-year growth of 5.6%. The highest growth in this quarter was achieved in December with 9.4%, followed by October with 4.3% and then November with 2.6%. I went through this barometer a number of times and a few things struck me: tourism activities in our destination have declined but not as drastically as predicted at the start of the current economic crisis. We must work together as a tourism family to see this crisis through. I also observe a real increase in the spread of touristic activities in the traditionally lesser visited regions of the Western Cape. We are beginning to make progress on improving the seasonal spread of tourism activities. The fundamentals of the local tourism industry are in place and we remain confident that it will overcome the current crisis. We trust that this barometer, which for the first time has full sets of statistics for all six of the Western Cape s regions and an interesting case study on Medical Tourism, will prove to be a useful tool assisting with your decision-making and planning for the quarters ahead. Yours in tourism for development Calvyn Gilfellan Chief Executive Officer 2

3 IN THIS ISSUE Global Trends National Trends International Arrivals International arrivals by region of origin Top overseas source markets for South Africa National Lodging statistics Provincial Trends Performance Indicators ACSA arrivals: International, regional & domestic Attraction visitation data o Kirstenbosch Botanical Gardens o Table Mountain Aerial Cableway o TMNP: Boulders o TMNP: Cape of Good Hope o Robben Island o V&A Waterfront o Cango Caves o Worcester Living Open-air museum o Cape Agulhas Visitation De Hoop Nature Reserve Cape Agulhas Lighthouse Shipwreck Museum o South African National Parks Cape Agulhas National Park Bontebok National Park Wilderness National Park Tsitsikamma National Park Karoo National Park West Coast National Park Regional visitor trends Western Cape visitor trends and patterns Cape Town region visitor patterns, lodging statistics Cape Winelands region visitor patterns Cape Garden Route & Klein Karoo region visitor patterns Cape Overberg region visitor patterns Cape Karoo region visitor patterns Cape West Coast region visitor patterns Tourism Reference Panel: Festive season outlook Niche market: Medical tourism 3

4 GLOBAL TRENDS International tourist arrivals grew with 2% (16 million) from 2007 and reached 924 million arrivals in 2008, according to the World Tourism Organisation (UNWTO, 2009). International tourist arrivals have increased globally with 5% in the first half of the year, but decreased by 1% in the second half. Annually, all the regions except Europe, which suffered stagnation, experienced positive growth from the previous year as illustrated in the figure below. Figure 1: 2007/2008 International tourist arrivals Number of international arrivals (millions) World Europe Asia and the Pacific Americas Africa Middle East /08 % change /08 % change (Source: UNWTO, 2009) Tourism demand has slowed down in 2008 due to the global economic crisis (financial crisis, product and oil price increase as well as sharp exchange rate fluctuations). The tourism trends in the last six months of the year have experienced a negative shift due to these influences. In the last six months there was a negative growth in Europe (-3%) and Asia (-3%). The Americas (1%), Africa (4%) and the Middle East (5%) experienced positive growth in the same period of Prospects for 2009 UNWTO expects international tourism to stagnate or even slightly decline in the year 2009, as the global economic crisis is expected to continue. It is expected that Europe and the Americas will be the regions mostly affected with regard to overall tourism results. Asia and the Pacific, Africa and the Middle East are expected to experience positive growth, even though growth will be slower compared to previous years. 4

5 Global Lodging statistics According to STR Global (2008), the global economic slowdown impacted negatively on the hotel industry. The first half of the year showed fairly positive figures, while a sharp drop in demand was experienced in the second half of the year. Table 1: International Hotel Performance for year-over-year November 2008 Region Occupancy rate Average daily RevPAR (US$) rate (US$) Asia Pacific 66.7% Americas 52.6% Europe 63.2% Africa & the Middle East 74.7% (Source: HNN by STR Global 2009) 5

6 NATIONAL TOURISM PERFORMANCE South Africa received a total of 2, 607, 415 international arrivals during Q4 2008, representing a 5.6% year-on-year growth. The highest growth of 9.4% was achieved in December, followed by October (4.3%) and then November (2.6%). Figure 2: Q International arrivals to South Africa Number of arrivals 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 October November December Total , , ,508 2,338, , , ,126 2,469, , , ,190 2,607,415 07/08 % change /08 % Change (Source: South African Tourism, 2009) Africa and the Middle East were the leading source markets for international arrivals by region of origin, contributing 1, 996,724 arrivals to South Africa for Q This number of arrivals indicates growth of 10.7% and is also the only positive percentage change amongst the international source markets. Europe experienced a decline of 8.48%, the Americas a decline of 2.07% and Asia and Australasia experienced the highest decline of 15.08% from the same period of the previous year. 6

7 Figure 3: Q International arrivals to South Africa by region of origin Number of arrivals 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 Africa & Middle East Americas Asia & Australasia Europe Total Q ,694,952 92,222 87, ,479 2,338,511 Q ,804,571 98,860 93, ,291 2,469,161 Q ,996,724 96,810 79, ,406 2,607,415 07/08 % change /08 % Change (Source: South African Tourism, 2009) The United Kingdom was the top overseas source market for South Africa in Q4 2008, with a total of 137, 608 arrivals; Germany reached a total of 74, 344 arrivals; during the same period the United States of America positioned itself third with a total of 64, 999 arrivals and The Netherlands was fourth followed by France. Figure 4: Q Top five overseas source markets for South Africa 160,000 Number of arrivals 140, , ,000 80,000 60,000 40,000 20,000 0 October November December Total UK 44,081 41,632 51, ,608 Germany 24,681 26,666 22,997 74,344 USA 24,385 19,910 20,704 64,999 Netherlands 16,655 13,123 12,575 42,353 France 13,087 14,614 9,291 36,992 (Source: South African Tourism, 2009) 7

8 National tourism trends and patterns, November 2008 Mode of transport In November 2008 Statistics South Africa observed that the most common mode of transport used by travellers (arrivals and departures) in South Africa was road transport (66.9%). South African arrivals data shows that with regard to national residents, 39.5% came by air and 60% by road transportation. For overseas arrivals, 87% of the arrivals made use of air transport and 12.8% used road transportation. Most African travellers (89.7%) used road transport while 8.2% made use of air transport (Statistics South Africa online, 2008). Gender and age distribution More males than females from African countries visited South Africa (53.6% males and 46.2% females), for the overseas countries generally more males compared to females (57.5% males and 42.4% females) visited South Africa. It has been shown that more foreign arrivals from Africa are younger compared to those from overseas. 83.9% of African travellers range from years old, peaking at the age group However, the overseas age distribution varies. Consequently 84.1% of overseas travellers are in the age group of years old and for the older individuals (65 years and older) 11.8% was represented (Statistics South Africa online, 2008). Purpose of travel It has been observed that the overseas regions had more than 77% travellers coming to South Africa for holiday in November Travellers from Asia came to South Africa for various reasons (77.2% for holidays, 13.4% for work, 6.8% for business and 0.7% to study). 95.2% of travellers from SADC countries visited South Africa for holiday purposes (Statistics South Africa online, 2008). National Lodging statistics Table 2: Q Nati onal lodging statistics by month Month/Item % Occupancy Average room rate RevPAR October November December (Source: HotelBenchmark by STR Global 2009) The national lodging statistics for Q are illustrated in the table above. There s an indication that October had the highest occupancy rate of 78.3%, followed by November with 78.1% and 8

9 then December with 58.7%. November reached the highest average room rate with R , followed by October with R and December reaching R The highest RevPAR for Q was achieved in November with R , followed by October with R and December with R Table 3: Q Nati onal lodging statistics by province October November December Month/ Item Occupancy (%) Average room rate Occupancy (%) Average room rate Occupancy (%) Average room rate Gauteng Kwa-Zulu Natal Western Cape (Source: HotelBenchmark by STR Global, 2009) The national lodging statistics for Q amongst South African provinces are illustrated in the table above. Gauteng had the highest occupancy rate of 79.8% in October, 78.0% in November and during December their occupancy rate dropped to 51.2%. Following Gauteng is the Western Cape with 73.2% in October, 75.1% in November and 64.2% in December - the highest occupancy rate of all the provinces for that month. Kwa-Zulu Natal had an occupancy rate of 70.35% in October, 71.4% in November and 64.1% in December. 9

10 PROVINCIAL TOURISM PERFORMANCE KEY INDICATORS ACSA Cape Town International Airport Arrivals Figure 5: Q International arrivals through Cape Town International Airport International Arrivals 250, , , ,000 50,000 0 October November December Total ,031 61,745 67, , ,729 69,035 76, , ,202 72,060 77, , ,957 68,338 78, ,385 07/08% Change /08 % Change (Source: ACSA, 2008) In Q4 2008, a total of 208,385 international arrivals were received through the Cape Town International Airport. This is an overall growth of 3.17% from the same period of the previous year. Growth was further experienced for the months of October (18.69%) and December (0.49%). A decline of 5.17% was experienced in the month of November. Figure 6: Q Regional arrivals 1 through Cape Town International Airport Regional Arrivals 25,000 20,000 15,000 10,000 5,000 0 October November December Total ,094 6,337 6,773 20, ,271 6,608 6,599 20, ,017 6,518 6,165 19, ,842 6,208 6,248 19,298 07/08% Change /08 % Change (Source: ACSA, 2008) 1 Regional arrivals are defined by the Government Gazette by the landing charge in respect of an aircraft which lands at a company airport that has been engaged in a flight where the airport of departure of that aircraft is Botswana, Lesotho, Namibia or Swaziland. 10

11 The Cape Town International Airport received 19,298 regional arrivals for the Q It however experienced an overall decline of 2.04% for the same period of the previous year. December (1.35%) was the only month with a positive growth, a decline was experienced across the months of October (-2.49%) and November (-4.76%). Figure 7: Q Domestic arrivals 2 through Cape Town International Airport 1,000, Domestic Arrivals 800, , , , /08 % Change 0 October November December Total , , , , , , , , , , , , , , , ,719 07/08% Change (Source: ACSA, 2008) A total of 836,719 domestic visitors were received for Q4 2008, with an overall decline of 8.60% for the same period of the previous year. A further decline was experienced across all three months of Q4 2008, the month of November experienced the highest decline of 12.77%, followed by October (-7.23%) and December (-5.94%). It is clear that the current economic crisis has a marked effect on air-travel in general but domestic air-travel in particular. 2 Domestic arrivals are described in the Government Gazette as the landing charge in respect of an aircraft which lands at a company airport that has been engaged in a flight where the airport of departure is of that aircraft is in the Republic. 11

12 ATTRACTIONS Kirstenbosch Botanical Gardens Kirstenbosch Botanical Gardens received a total of 191,637 visitors in Q4 2008, with an overall decline of 5.37%. A decline was experienced throughout all three months of Q December (-6.68%) experienced the highest decline, followed by November (-6.11%) and October (-3.14%). Figure 8: Q Visitation to Kirstenbosch Botanical Gardens Number of visitors 250, , , ,000 50,000 0 October November December Total ,978 68,669 72, , ,465 68,060 74, , ,016 66,224 72, , ,006 62,181 67, ,637 07/08%Change /08 % Change (Source: Kirstenbosch Botanical Gardens, 2008) Table Mountain Aerial Cableway Visitation to Table Mountain through the Aerial Cableway experienced an overall decline of 5.58% for Q and a further decline of 18.23% was experienced for the month of December. There has, however, been growth for October (4.14%) and November (4.01%) compared to the same period of Figure 9: Q Visits to Table Mountain Aerial Cableway 12

13 300, Number of visitors 250, , , , /08 % Change 50, October November December Total /08 % Change (Source: Table Mountain Aerial Cableway, 2008) Table Mountain National Park: Boulders Table Mountain National Park: Boulders received a total of 182,260 visitors for Q4 2008, with an overall decline of 16.02% from Q A decrease was experienced throughout all three months of Q The month of December (-24.27%) experienced the highest decline followed by October (-10.89%) and November (-10.04%). Figure 10: Q Visitation to Table Mountain National Park: Boulders Number of visitors 250, , , ,000 50,000 0 October November December Total ,665 65,904 65, , ,872 71,311 69, , ,965 66,592 87, , ,109 59,909 66, ,260 07/08%Change /08 % Change (Source: Table Mountain National Park, 2008) 13

14 Table Mountain National Park: Cape of Good Hope Table Mountain National Park: Cape of Good Hope received a total of 249,596 visitors for Q4 2008, with an overall decline of 5.63% from Q There was a growth of 5.82% for the month of November, how ever, a decline for October (-4.23%) and December (-14.28%). Figure 11: Q Visitation to Table Mountain National Park: Cape of Good Hope Number of visitors 300, , , , ,000 50,000 0 October November December Total ,146 82,298 97, , ,933 90, , , ,759 74, , , ,429 78,768 95, ,596 07/08%Change /08 % Change Robben Island (Source: Table Mountain National Park, 2008) Robben Island received a total of 61,505 visitors for Q4 2008, with a decrease of 23.54% compared to Q The month of December increased by 0.28% and a decline was experienced across the months of October (-6.51%) and November (-76.90%). Figure 12: Q Visitation to Robben Island Number of visitors 150, ,000 50,000 0 October November December Total /08 % Change ,692 36,285 47, , ,893 25,632 24,049 73, ,309 22,514 31,620 80, ,595 5,201 31,709 61,505 07/08 % Change (Source: Robben Island, 2008) 14

15 V&A Waterfront The V&A Waterfront received a total of 6,028,120 visitors for Q and achieved growth of 1.07%, when compared to the same period of the previous year. The months of October (3.69%) and December (2.29%) increased, while the month of November declined by 2.78%. Figure 13: Q Visitation to the V&A Waterfront 7,000,000 Number of visitors 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 October November December Total ,747,012 1,865,378 2,321,142 5,933, ,769,739 1,924,345 2,270,199 5,964, ,834,999 1,870,908 2,322,213 6,028,120 07/08 % Change /08 % Change (Source: V&A Waterfront, 2008) Cango Caves The Cango Caves received 68,642 visitors for Q and experienced an overall decline of 9.77% from Q The month of November (-14.86%) experienced the highest decline, followed by December (-9.62%) and October (-4.56%). Figure 14: Q Total visitation to the Cango Caves Number of visitors 100,000 80,000 60,000 40,000 20,000 0 October November December Total ,482 23,643 32,857 75, ,391 24,041 33,266 77, ,800 22,321 32,957 76, ,852 19,004 29,786 68,642 07/08% Change /08 % Change (Source: Cango Caves, 2008) 15

16 Figure 15: Q Total foreign visits to the Cango Caves Number of foreign visitors 50,000 40,000 30,000 20,000 10,000 0 October November December Total ,233 18,481 9,081 40, ,862 18,271 8,994 41, ,906 16,891 9,454 40, ,667 13,005 7,039 32,711 07/08% Change /08 % Change (Source: Cango Caves, 2008) The Cango Caves received 32,711 foreign visitors for Q4 2008, with an overall decline of 18.73%. All three months across Q decreased when compared to the same period of the previous year. December (-25.54%) experienced the highest decline, followed by November (-23.01%) and October (-8.91%). Worcester Living Open-Air Museum Figure 16: Q Visits to Worcester Living Open-air Museum 12,000 Number of visitors 10,000 8,000 6,000 4,000 2,000 0 October November December Total ,201 2,300 3,502 8, ,605 2,854 3,546 9, ,250 2,859 3,758 9,867 07/08%Change /08 % Change (Source: Worcester Living Open-air Museum, 2008) The Worcester Living Open-Air Museum received a total of 9,867 visitors in Q4 2008, with an overall growth of 9.57% from Q An increase was experienced across all three months of Q The month of October achieved the highest (24.76%) growth, followed by December (5.98%) and November (0.18%). 16

17 CAPE AGULHAS ATTRACTIONS The below section provides for Q visitation statistics of the main attractions within the Cape Agulhas town, located within the Cape Overberg Region. The attractions illustrated includes: De Hoop Nature Reserve, Cape Agulhas Lighthouse and the Shipwreck Museum. De Hoop Nature Reserve De Hoop Nature Reserve received 5,118 visitors for Q and achieved a growth of 3.75% in comparison with Q October achieved a remarkable growth of %, however, a decline was experienced in November (-63.05%) and December (-10.59%). Figure 17: Q Visitation to De Hoop Nature Reserve Number of visitors 6,000 5,000 4,000 3,000 2,000 1,000 0 October November December Total ,455 1,469 2,264 5, ,311 1,560 1,980 4, ,149 1,697 2,087 4, , ,866 5,118 07/08 % Change /08 % Change (Source: Cape Agulhas Tourism, 2008) Cape Agulhas Lighthouse The Cape Agulhas Lighthouse received a total of 6,395 visitors for Q and experienced a decline of 31.26% compared to Q A decline was experienced across all three months of Q The highest decline was in November (-81.33%), followed by December (-16.97%) and October (-14.32%). 17

18 Figure 18: Q Visitation to Cape Agulhas Lighthouse Number of visitors 12,000 10,000 8,000 6,000 4,000 2,000 0 October November December Total ,076 1,985 4,764 8, ,306 2,542 5,390 10, ,018 2,148 5,137 9, , ,265 6,395 07/08 % Change /08 % Change (Source: Cape Agulhas Tourism, 2008) Shipwreck Museum The shipwreck Museum received a total of 2,817 visitors for Q4 2008, with an overall decline of 4.67%. A decline of 27.17% was experienced in November and 19.49% in October. December achieved a growth of 20.16% when compared to Q Figure 19: Q Visitation to De Hoop Nature Reserve Number of visitors 4,000 3,000 2,000 1,000 0 October November December Total ,002 2, ,160 2, ,265 2, ,520 2,817 07/08 % Change % Change (Source: Cape Agulhas Tourism, 2008) 18

19 SOUTH AFRICAN NATIONAL PARKS A total number of people visited the various South African National Parks within the Western Cape during Q Below please find the total number of visitors received at each National Park: West Coast National Park (71,249) Tsitsikamma National Park (55,288) Karoo National Park (10,816) Wilderness National Park (10,660) Agulhas National Park (6,122) Bontebok National Park (4,209) Figure 20: Q Visits to the South African National Parks in the Western Cape West Coast National Park, 71,249 Agulhas National Park, 6,122 Bontebok National Park, 4,209 Wilderness National Park, 10,660 Karoo National Park, 10,816 Tsitsikam ma National Park, 55,288 (Source: South African National Parks, 2008) Lodging statistics for South African National Parks The Tsitsikamma National Park achieved the highest (6,283) number of unit nights sold in Q and experienced a decline of 8.16% from Q Growth was achieved for the Karoo (10.83%), Wilderness (84.41%) and West Coast National Parks (73.71%). Tsitsikamma National Park (15,196) achieved the highest number of bed nights sold and had a declined of 7.54% in comparison with Q The Wilderness National Park (95.05%) achieved the highest growth rate, followed by the West Coast National Park (67.37%) and Karoo National Park (7.62%). There was a growth in camping nights sold throughout all parks (albeit from a small base); Wilderness National Park came out tops with %, followed by the Karoo (22.83%) and Tsitsikamma National Parks (4.21%). 19

20 Table 4: Q4 2007/2008 Lodging Statistics for South African National Parks Accommodation Q Karoo Wilderness Tsitsikamma West Coast Unit nights sold ,692 2,768 6, Unit nights sold ,429 1,501 6, /08%Change Bed nights sold ,598 6,653 15,196 1,103 Bed nights sold ,131 3,411 16, /08%Change Camping nights sold ,372 3,029 4,953 - Camping nights sold ,117 1,440 4,753-07/08%Change (Source: South African National Parks, 2008) The Agulhas National Park experienced an overall decline of 34.19% when compared to Q November (-81.33%) experienced the highest decline, followed by October (-27.85%) and December (-16.97%). Figure 21: Q Visits to the Agulhas National Park Agulhas National Park Number of visitors 10,000 8,000 6,000 4,000 2,000 0 October November December Total /08 % Change ,018 2,148 5,137 9, , ,265 6,122 07/08%Change (Source: South African National Parks, 2008) 20

21 Figure 22: Q Visits to the Bontebok National Park Bontebok National Park Number of visitors 5,000 4,000 3,000 2,000 1,000 0 October November December Total ,050 1,362 1,924 4, ,300 1,037 1,872 4,209 07/08%Change /08 % Change (Source: South African National Parks, 2008) The Bontebok National Park experienced a decline of 2.93% compared to Q There was a decline across the months of November (-23.86%) and December (-2.70%), with growth in October (23.81%). Figure 23: Q Visits to the Wilderness National Park Wilderness National Park Number of visitors 12,000 10,000 8,000 6,000 4,000 2,000 0 October November December Total ,696 1, , ,575 2,861 4,224 10,660 07/08%Change /08 % Change (Source: South African National Parks, 2008) The Wilderness National Park achieved an overall growth (165.11%) as well as an increase in visitation across all three months of Q December achieved the highest (400.47%) growth, followed by October (110.79%) and November (93.18%). The significant growth is due to the development of additional accommodation units at the Wilderness National Park. 21

22 Figure 24: Q Visits to the Tsitsikamma National Park Tstitsikamma National Park Number of visitors 80,000 60,000 40,000 20, /08 % Change 0 October November December Total ,502 19,407 21,344 58, ,656 16,406 23,226 55,288 07/08%Change (Source: South African National Parks, 2008) The Tsitsikamma National Park experienced an overall decline of 5.09% compared to Q for the months of October (-10.55%) and November (-15.46%), while the month of December achieved a growth of 8.82%. Figure 25: Q Visits to the Karoo National Park Karoo National Park Number of visitors 12,000 10,000 8,000 6,000 4,000 2,000 0 October November December Total /08 % Change ,795 2,467 5,464 9, ,530 2,391 5,895 10,816 07/08%Change (Source: South African National Parks, 2008) The Karoo National Park remained consistent in growth (11.21%) when compared to the same period of A further increase in visitation was achieved for the months of October (40.95%) and December (7.89%), however, a decline of 3.08% was experienced for the month of November. 22

23 Figure 26: Q Visitation to the West Coast National Park West Coast National Park Number of visitors 80,000 60,000 40,000 20,000 0 October November December Total ,172 10,716 16,671 39, ,056 13,026 47,167 71,249 07/08%Change /08 % Change (Source: South African National Parks, 2008) The West Coast National Park received a total of visitors in Q4 2008, with an overall growth of 80.11% when compared to Q An increase in visitation was experienced across the months of November (21.56%) and December (182.93%), with a decline of 9.17% experienced in the month of October. The significant growth in December is due to the development of additional accommodation units at the West Coast National Park. 23

24 Q WESTERN CAPE TRENDS This section covers an analysis of Western Cape travel and tourism trends as well as patterns by region. This issue for the first time includes all six regions in the Western Cape: Cape Town, Cape Garden Route & Klein Karoo, Cape Winelands, Cape West Coast, Cape Central Karoo and Cape Overberg. A total of responses were obtained and analysed in Q across these regions. This is an important part of the barometer because it provides a sense of progress made in terms of regional spread of touristic activity. Origin of visitors The majority (60.2%) of visitors to the Western Cape were domestic, 37.1% were from overseas and 1.2% originated from Africa (excluding domestic). Of the overseas visitors, 10.7% were from the UK, followed by Germany (7.9%), USA (2.2%), The Netherlands (4.2%), France (1.5%) and 2.4% of respondents did not identify their country of origin. Figure 27: Q Origin of overseas visitors % of overseas visitors 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 10.7% 7.9% 2.2% 4.2% 1.5% 2.4% UK Germany USA The Netherlands France Unspecified 24

25 Figure 28: Q Domestic visitor s province of origin % of domestic visitors 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 5.3% 28.7% 0.9% 1.2% 0.3% 0.7% 0.4% 0.4% Gauteng Western Cape Eastern Cape Kwazulu Natal Mpumalanga Free State Northern Cape North West Of the domestic visitors most (28.7%) were from the Western Cape, followed by Gauteng (5.3%), Kwa-Zulu Natal (1.2%), Eastern Cape (0.9%), Free State (0.7%), 0.4% from Northern Cape and North West (respectively) and 0.3% from Mpumalanga. Table 5: Q Origin of visitors by region Regions Overseas Domestic Africa (excl domestic) Cape Town Cape Garden Route & Klein Karoo Cape Winelands Cape West Coast Cape Central Karoo Cape Overberg The table above illustrates the origin of visitors to the regions of the Western Cape. Cape Town (75.7%) and Cape Winelands (58.2%) were the only two regions that received more overseas visitors compared to domestic. The domestic visitors dominated across the rest of the regions. Almost all (94.7%) visitors to the Cape Central Karoo region were domestic, followed by the Cape Garden Route & Klein Karoo region, which received 84.6% domestic visitors. The Cape Town region also received the most African (excl. domestic - 3.8%) visitors in comparison with all the other regions. 25

26 Travel group size and length of stay The overall average and most common travel group size was two. 26.7% of visitors travelled alone, 50.6% travelled in pairs, 7.8% in threes, 9.2% in fours and 2% in fives. The average travel group size of the overseas visitors was three and the most common was two. 11.8% travelled alone, 65.8% travelled in pairs, 6.7% in groups of threes and 9.7% in fours. The average and most common travel group size of the domestic visitors was two, with 35.8% who travelled alone, 41.6% in pairs, 8.4% in threes and 8.9% in fours. Figure 29: Q Travel group size Fours, 9.2% Fives, 2.0% Alone, 26.7% Threes, 7.8% Twos, 50.6% 47.3% of visitors to the Western Cape indicated that they stayed overnight within respective regions. The overall average length of stay was four nights and the most common was one night. 22.3% of visitors stayed for one night, 8.2% for two nights, 4.7% for three nights, 3% for four nights and 1.5% for five nights. 68.9% of overseas visitors stayed overnight. The overall average length of stay of the overseas visitors was four nights and the most common was one night. 28.4% stayed for one night, 12.3% for two nights, 8.2% for three nights, 5.3% for four nights and 2.3% for five nights. 26

27 33.5% of domestic visitors stayed overnight. The overall average length of stay amongst the domestic visitors was three nights and the most common was one night. 18.7% stayed for one night, 5.6% for two nights, 2.4% for three nights and 1.5% for four nights. Figure 30: Q Length of stay 25.0% 20.0% 15.0% 22.3% 1 night 2 nights 3 nights 10.0% 8.2% 4 nights 5.0% 4.7% 3.0% 1.5% 5 nights 0.0% The table below illustrates the travel group size and average length of stay amongst the different regions of the Western Cape. The Cape Winelands, Cape Central Karoo and Cape West Coast regions each received the highest travel group size (three). The Cape West Coast and Cape Central Karoo regions each enjoyed the highest average length of stay (seven nights), followed by the Cape Town region with an average length of stay of five nights. Table 6: Q Average group size and length of stay by region Region Group size Average length of stay Cape Town Cape Garden Route & Klein Karoo Cape Winelands Cape West Coast Cape Central Karoo Cape Overberg

28 Main purpose of visit and mode of transport The majority (72%) of visitors travelled to the Western Cape for holiday, followed by 4.3% who visited friends and relatives, 3.1% travelled for business, 2.6% for sport, 2.4% for education and 2% enjoyed the food and wines of the Western Cape. Figure 31: Q Main purpose of visit Business, 3.1% VFR, 4.3% Education, 2.4% Sport, 2.6% Food & Wines, 2.0% Holiday, 72.0% Almost all (81.7%) overseas visitors travelled for holiday, 4.6% visited friends and relatives, 3.4% for food & wines and only 2% travelled for business purposes. 66.3% of domestic visitors travelled for holiday, 4.2% visited friends and relatives, 4.1% travelled for sport and 3.6% travelled for business and education purposes. 58.8% of visitors used a car as their main mode of transport, 3.4% utilised the public transport services, 1.5% travelled by taxi and 1.4% utilised shuttle services. 69.7% of overseas visitors used a car as their main mode of transport, 8.3% utilised the public transport and 3% travelled by taxi. Amongst the domestic visitors, 52.3% used a car as their main mode of transport. General comments about the Western Cape The majority of visitors to the Western Cape provided positive feedback on the destination. 15.3% conveyed the destination to be great, 9.2% complimented the helpful and friendly service received from the tourism information offices. 2.6% provided good comments about the tourism products within the Western Cape and 2.4% conveyed the destination to be great and excellent. 28

29 Q CAPE TOWN REGIONAL TRENDS A total of 921 responses were obtained from the Cape Town Region in Q4 2008, across the months October (36%), November (27.5%) and December (36.5%). The responses were received from the following Visitor Information Centres (VIC s): Muizenberg/Simonstown Hout Bay Blaauwberg Willowbridge Somerset West VIC International Terminal VIC Domestic Terminal Kirstenbosch Waterfront-Gateway Origin of visitors Based on this sample, the majority (75.7%) of visitors to Cape Town were from overseas, followed by domestic (15.4%) and Africa (excl domestic) with 3.8%. Of the overseas visitors, the UK (21.8%) was in first place in Q4 2008, followed by Germany (11.3%), USA (6.2%), The Netherlands (5.5%), France (3.3%), Sweden (2.9%), Australia (2.7%), Switzerland (2.3%), Italy (2.1%) and 5.3% of visitors who did not indicate their country of origin. Figure 32: Q Origin of overseas visitors % of overseas visitors 25.0% 20.0% 15.0% 10.0% 5.0% 21.8% 11.3% 6.2% 5.5% 3.3% 2.1% 2.3% 2.9% 2.7% 5.3% 0.0% UK Germany USA The Netherlands France Italy Switzerland Sweden Australia Unspecified 29

30 Most domestic visitors (4.7%) originated from Gauteng, followed by the Western Cape (3.5%), Kwa-Zulu Natal (1.5%), Eastern Cape (1%), Free State (0.7%), Mpumalanga (0.3%), North West (0.2%) and 0.1% from the Northern Cape. Figure 33: Q Domestic visitors province of origin % of domestic visitors 5.0% 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% 4.7% 3.5% 1.0% 1.5% 0.3% 0.7% 0.1% 0.2% Gauteng Western Cape Eastern Cape Kwazulu Natal Mpumalanga Free State Northern Cape North West Travel group size and length of stay The overall average and most common travel group size was two. 25.1% travelled alone, 54.8% in pairs, 7.1% in groups of threes, 8.1% in groups of fours and 2.2% in fives. Of the overseas visitors, the average as well as the most common travel group size was two. 22.6% of overseas visitors travelled alone, 59.5% travelled in pairs, 6.5% in groups of threes, 6.9% in fours and 2.3% in fives. The average travel group size of the domestic visitors was three and the most common was two. 27% of domestic visitors travelled alone, 40.9% travelled in pairs, 11.7% in groups of threes, 13.1% in fours and 1.5% in fives. Figure 34: Q Travel group size by origin region 30

31 70.0% 60.0% 59.5% Alone % of visitors 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 22.6% 40.9% 27.0% 11.7% 6.9% 13.1% 6.5% 2.3% 1.5% Overseas Domestic Twos Threes Fours Fives Figure 35: Q Length of stay by origin region 30.0% % of visitors 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Overseas Domestic 1 night 10.0% 24.6% 2 nights 9.6% 16.2% 3 nights 16.6% 15.5% 4 nights 12.5% 10.6% 5 nights 6.3% 2.1% 82.8% of visitors to Cape Town stayed overnight. The overall average length of stay was five nights and the most common was three nights. 13.1% stayed for one night, 10.6% stayed for two nights, 16.2% for three nights, 11.9% for four nights and 5.2% for five nights. The overseas visitors average length of stay was six nights and the most common was three nights. 83.5% of overseas visitors stayed overnight, 10% stayed for one night, 9.6% for two nights, 16.6% for three nights, 12.5% for four nights and 6.3% for fives nights. Of the domestic visitors, 88% stayed overnight. Their average length of stay was five nights and the most common was one night. 24.6% of domestic visitors stayed for one night, 16.2% for two nights, 15.5% for three nights, 10.6% for four nights and 2.1% for five nights. 31

32 Purpose of visit and mode of transport The main purpose of visiting Cape Town was for holiday (81.8%), followed by 7.1% who travelled for business purposes. Almost all (91%) overseas visitors travelled for holiday and 4.3% for business. 56.3% of domestic visitors travelled for holiday, followed by 20.4% who travelled for business, 1.4% visited for medical purposes and weddings respectively. 2.1% visited friends and relatives (VFR) and attended events/conventions (each respectively). 45.1% of visitors used a car as their main mode of transport, followed by public transport (21.9%), shuttle service (9.2%), taxi (9%) and 1.2% travelled on foot. 44.6% of overseas visitors used a car as their main mode of transport, followed by public transport (26.5%), shuttle service (9.2%) and 8.9% travelled by taxi. Amongst the domestic visitors 61.3% travelled by car, followed by shuttle service (10.6%), taxi (7%) and 5.6% utilised the public transport services. Figure 36: Q Main mode of transport Public transport, 21.9% Shuttle service, 9.2% Car, 45.1% Foot, 1.2% Taxi, 9.0% Information Sources & average daily budget 22.3% of visitors heard of the destination from their friends and relatives, 7.8% from the media, 6.9% utilised online services, 3.6% have visited on a previous occasion, 3.3% utilised travel books, 3.1% obtained information from the Visitor Information Centres (VIC s) and 1.8% received information from schools. The average daily budget was R and the most common was R Figure 37: Q Main source of information 32

33 VIC's, 3.1% Experience (Have been here before), 3.6% School, 1.8% Travel books, 3.3% Friends & relatives, 22.3% Media, 7.8% Online, 6.9% General comments about Cape Town 22.4% of visitors indicated that they would like to hear from us again, 24.1% said they would not and 0.7% might want to hear from us. When asked if they will be back again, 49.3% conveyed that they will visit again, 21.1% might visit again and 3.3% indicated they would not visit again. Visitors also provided further comments on the destination and their experience, with 12.2% who conveyed the destination to be great, 11.9% provided good comments on the tourism products, 7.4% commented positively on the helpful and friendly service. Q CAPE TOWN LODGING STATISTICS In Q4 2008, a total of 237 responses were received from the Cape Town region across the months of October (32.9%), November (32.9%) and December (34.2%). The establishments that were represented were from the following Cape Town sub-regions: Central (25.3%), East (24.9%), North (24.5%) and South (25.3%). Across this region the participating lodging establishments included hotels (24.5%), guest houses (25.3%), B &B s (24.5%) and self catering establishments (25.3%). In the figure below, star grading by participating lodging establishments is illustrated. Figure 38: Star grading of participating lodging establishments 33

34 accredited, not graded, 3.4% 2-star, 1.3% 5-star, 5.1% 3-star, 16.0% 4-star, 30.0% The summary for Q lodging statistics for Cape Town Region is as follows: Average occupancy rate: 57.9% Average room rate achieved: R RevPAR: R Forward booking (January): 52.8% Forward booking (February): 49.7% Forward booking (March): 49.4% In the table below, Cape Town lodging statistics by month is illustrated. October achieved the highest occupancy rate (59.04%) and November achieved the highest average room rate (R748.12) in this quarter. Table 7: Q Cape Town lodging statistics by month Month Occupancy rate (%) Average room rate October November December In the table below, lodging statistics are illustrated by the Cape Town region in Q Cape Town North achieved the highest occupancy rate (67.9%) and Cape Town South achieved the highest average room rate (R903.73). 34

35 Table 8: Q Lodging statistics by Cape Town region Cape Town region % Occupancy Average room rate RevPAR % Forward booking 1 month % Forward booking 2 months % Forward booking 3 months Central East South North (*December as benchmark month) The lodging statistics by category is illustrated in the table below for the Cape Town region in Q Amongst categories of establishments hotels achieved the highest occupancy rate (65.2%), followed by self catering (58.9%), guest houses (56.3%) and then B&B s (51.2%). Hotels achieved the highest average room rate (R ), followed by self catering (R ), guest houses (R ) and B&B s (R ). Table 9: Lodging statistics by category of establishment Category % Occupancy Average room rate RevPAR % Forward booking 1 month % Forward booking 2 months % Forward booking 3 months Hotel Guest house B&B Self catering (*December as benchmark month) The table below illustrates the Cape Town regions by the category of establishments in Q It is observed that hotels (83.9%) in the Cape Town North area have achieved the highest occupancy rate, followed by self catering (77.4%) in the same area. Hotels (R ) in Cape Town South reached the highest average room rate, followed by self catering (R ) in the same area - possibly due to the number of exclusive (self catering) apartments in the region. Table 10: Lodging statistics by Cape Town region and category of establishment Category/ Region Cape Town Central Cape Town East Cape Town South Cape Town North % Occupancy Average room rate % Occupancy Average room rate % Occupancy Average room rate % Occupan cy Average room rate Hotel

36 Guest house B&B Self catering

37 Booking Method The most bookings (31.2%) were made through a combination of telephone, and the web. The single most common method of booking was done by telephone (17.3%), followed by the web (13.1%) and (5.5%). Figure 39: Method through which bulk of bookings were received all three methods, 31.2% word of mouth, 4.6% telephone, 17.3% , 5.5% telephone & web, 3.0% web, 13.1% & web, 5.9% telephone & , 12.7% 37

38 Q CAPE WINELANDS REGIONAL TRENDS In Q4 2008, a total of responses were obtained from the Cape Winelands Region and were distributed across the months October (45.1%), November (29.2%) and December (25.7%) of Q The participating towns in the region were: Robertson (15.5%) Tulbagh (32.5%) Ceres (32.9%) Montagu (6.8%) Stellenbosch (3.9%) Franschhoek (8.3%) Origin of visitors Most (58.8%) visitors to the Cape Winelands originated from overseas, 39.8% were domestic and 1.4% were from Africa (excluding domestic). Of the overseas visitors, 15.5% were from Germany, followed by 13.2% from the UK, 9.2% from The Netherlands, 3.8% from USA and 2.1% from France. Figure 40: Q % of visitors by town in the Cape Winelands region % of visitors 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 87.5% 93.1% 75.9% 59.5% 61.5% 59.5% 36.8% 36.8% 38.3% 19.3% 12.5% 4.9% 2.1% 1.8% 1.5% Robertson Tulbagh Ceres Montagu Stellenbosch Franschhoek Overseas Domestic Africa, excl domestic The overseas visitors dominated across all participating towns within the Cape Winelands region, Ceres was the only town that received more domestic visitors when compared to overseas. Robertson (2.1%), Tulbagh (1.8%) and Ceres (1.5%) were the only towns that received visitors from Africa (excl domestic). 38

39 Table 11: Q Top three source countries in each participating Cape Winelands town Rank/Town Robertson Tulbagh Ceres Montagu Stellenbosch Franschhoek 1 South Africa (36.8%) 2 The Netherlands, Germany (14.2%) South Africa (36.8%) Germany (22.4%) South Africa (59.5%) UK (9.7%) 3 UK (9.5%) UK (14.4%) Germany (6.0%) Germany (22.9%) UK, South Africa (19.3%) The Netherlands (9.6%) The Netherlands (20.8%) Germany (18.8%) UK (16.7%) UK (22.8%) Germany (20.8%) France (12.9%) As illustrated in the table above, South Africa, Germany, The Netherlands and UK were the top source markets across all participating towns. Figure 41: Q % of Domestic visitors to the Cape Winelands North West Northe rn Cape Free State Mpumalanga Kwazulu Natal Eastern Cape 0.6% 0.3% 1.4% 0.5% 1.9% 1.1% Western Cape 22.9% Gauteng 8.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% % of visitors Of the domestic visitors, 22.9% were from the Western Cape, followed by Gauteng (8.6%), Kwa- Zulu Natal (1.9%), Free State (1.4%), Eastern Cape (1.1%), North West (0.6%), Mpumalanga (0.5%) and the Northern Cape (0.3%). 39

40 Table 12: Q Top three domestic visitors province of origin by participating Cape Winelands towns Rank/Town Robertson Tulbagh Ceres Montagu Stellenbosch Franschhoek 1 Western Cape (16.8%) 2 Gauteng (7.9%) 3 Eastern Cape, KZN (2.6%) Western Cape (24.9%) Gauteng (5.3%) Western Cape (33.8%) Gauteng (14.7%) Western Cape (13.3%) Gauteng (4.8%) KZN (1.5%) KZN (2.7%) KZN (1.2%) Gauteng (10.4%) Western Cape (2.0%) - Gauteng, Eastern Cape (1.0%) - - The Western Cape remained consistent in dominating first position in the percentage of domestic visitors to the Cape Winelands. Following in second position across all towns was Gauteng, with Kwa-Zulu Natal and Eastern Cape in third place. Travel group size and length of stay The overall average travel group size to the Cape Winelands was three and the most common was two. 62.4% visitors travelled in pairs, followed by 13.5% who travelled in groups of fours, 8.6% in groups of threes and 5.7% travel led alone. The overall average travel group size of the overseas visitors was three and the most common was two. 68.7% of overseas visitors travelled in pairs, followed by 12.1% who travelled in groups of fours, 6.2% in groups of threes, 4.3% travelled alone and 2% in groups of fives. Like the overseas visitors, the overall average travel group size amongst the domestic visitors was three and the most common was two. 53.3% of the domestic visitors travelled in pairs, followed by 16.1% who travelled in fours, 11.3% in threes, 7.7% travelled alone and 4.6% in fives. 40

41 Figure 42: Travel group size by region of origin % of visitors 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 68.7% 53.3% 16.1% 12.1% 6.2% 7.7% 11.3% 4.3% 2.0% 4.6% Ov erse as Domestic Alone Twos Threes Fours Fives 70.5% of visitors to the Cape Winelands indicated that they stayed overnight in the region. The overall average length of stay to the region was three nights and the most common was one night. 49.7% stayed overnight for one night, 25.4% for tw o nights, 8.5% for three nights and 3.1% for four nights. The overall average length of stay amongst the overseas visitors was three nights and the most common was one night. 37.6% of overseas visitors stayed for one night, followed by 17.7% who stayed for two nights, 6% for three nights and 2.3% for four nights. 71.2% of domestic visitors stayed overnight. The overall average length of stay of domestic visitors was three nights and the most common was one night. 31.7% of domestic visitors stayed overnight for one night, followed by 18.5% who stayed for two nights, 6.2% for three nights and 2.3% for four nights. 41