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 were led by those from the Western Cape (48.8%), Gauteng (14.6%) and the Eastern Cape (4.4%). These are extremely important markets for the Western Cape and continue to drive domestic tourism into the province. Domestic visitors top activities included scenic drives (27.2%), culture/heritage (14.9%) and outdoor activities (9.5%) The Western Cape recorded a positive share of visitors from the international market (40.3%). During 2015, Germany (27.2%) ranked as the top international market, closely followed by the United Kingdom (20.2%) and the Netherlands (8.7%). These markets are the dominant all-year round markets for the province. Top activities enjoyed by the international visitors included scenic drives (20.2%), culture/heritage (16.1%) and outdoor activities (15.8%) 51.0% of visitors indicated overnight stays while 49.0% were day visitors, with the most common length of stay ranging between one (38.1%), two (27.5%) and three (10.8%) nights per town. Of these visitors, top accommodation choices included self-catering establishments (32.0%) with an average daily expenditure of R501- R1000 spent on accommodation. 1 Holiday/leisure (79.3%) ranked as the leading purpose of travel amongst all visitors, followed by business (6.8%) and visiting friends and relatives (3.4%), which were the top three purpose of travel all year round for visitors. The most common age group amongst overseas and domestic visitors was 36-50 years. Visitors primarily travelled in pairs (44.5%) and alone (27.6%) and utilised rented cars (42.8%) and their own motor vehicles (47.7%) as their main mode of transport. Internet/websites (30.7%) ranked as the top information source utilised by visitors to the Western Cape, followed closely by word of mouth (23.2%). Cape Winelands The Cape Winelands region is the source of many legendary Cape wines, the produce of row upon row of grapevines, many of which were first planted hundreds of years ago. Its classic Cape-Dutch homesteads, mountainous surrounds, grand heritage and sumptuous restaurants have earned the Cape Winelands the right to call itself South Africa s culinary capital. The region is an extremely popular tourist destination and well visited by both international and domestic visitors. This trend is evident in the even spread of visitors recorded for 2015, with 44.6% from the overseas markets and 54.8% representing the domestic market. Germany and the United Kingdom not only ranked as the region s top source markets, but also maintained a steady share of visitors all-year round. The Netherlands followed as the region s third largest contributor to international travel to the Cape Winelands. The Western Cape led as the strongest growth driver for domestic travel to the region, accounting for over 80% of domestic respondents for 2015. Holiday/leisure ranked as the leading purpose of travel amongst all visitors and major activities included wine tasting, scenic drives and culture/heritage. The most common age group amongst visitors ranged between 36-50 years and the largest share of visitors to the region travelled in pairs or/as couples.
Contents 1. Overview... 1 2. Cape Winelands Regional Visitor Trends... 3 2.1 Participation and sample size... 4 2.2 Origin of visitors... 4 2.2 Average length of stay... 6 2.3 Accommodation usage... 6 2.4 Travel group size... 7 2.5 Main purpose of visit... 7 2.6 Key trends: Holiday/Leisure Traveller... 8 2.7 Key trends: Overnight and Day Visitor... 8 2.8 Main activities undertaken in the Cape Winelands... 10 2.9 Information Sources... 11 2.10 Main mode of transport... 11 2.11 Average daily spend... 12 3. Cape Winelands Towns... 13 4. Trends and patterns by top international market... 14 5. Trends and patterns by top domestic markets... 14 6. Acknowledgements... 15 2
2. Cape Winelands Regional 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, 2015 % Share of overseas visitors 44.6% % Share of domestic visitors 54.8% Germany (27.8%) Top three international markets United Kingdom (19.9%) Netherlands (11.2%) Western Cape (81.2%) Top three domestic markets Gauteng (9.2%) KwaZulu-Natal (3.1%) Holiday/leisure (90.6%) Main purpose of visit Business (5.3%) Education (1.7%) Most common age group 36-50 years (46.5%) Pairs (50.1%) Most common travel group size Alone (28.0%) 1 night (36.3%) Most common length of stay per town 2 nights (30.2%) 3 nights (12.1%) Word of mouth (41.9%) Top information sources Internet/websites (27.8%) Most common average daily spend R501-R1000 (42.6%) Guesthouse (28.3%) Top accommodation types used Self-catering (26.3%) Most common average daily spend on accommodation R501-R1000 (38.5%) Overseas Domestic Wine tasting (24.6%) Wine tasting (15.7%) Top three activities undertaken in the Cape Winelands Outdoor activities (15.2%) Scenic drives (13.8%) Culture/heritage (14.1%) Culture/heritage (13.3%) 3
% of visitors 2.1 Participation and sample size In 2015, a total of 7,020 responses to the regional visitor tracking survey were received from the respective tourism information offices in the Cape Winelands. The participating tourism offices were: Paarl (2,708); Wellington (1,531); Tulbagh (1,013); Stellenbosch (993); Montagu (397); Ceres (243); Worcester (108); Franschhoek (16); and McGregor (11). 2.2 Origin of visitors In 2015, the Cape Winelands tourism offices recorded a share of 54.8% of visitors from the domestic market, closely followed by 44.6% of travellers who originated from the international market. From the year-on-year trend observed below, it is clear that the overseas market dominated in the share of travellers recorded each year; however, 2015 saw a shift in the trend, with the domestic market moving into the dominant position. 6 5 % SHARE OF OVERSEAS & DOMESTIC VISITORS INTO CAPE WINELANDS TOURISM OFFICES, 2011-2015 4 3 4 1 2011 2012 2013 2014 2015 Overseas 52,9% 54,8% 53,5% 50,3% 44,6% Domestic 44,0% 42,6% 44,1% 48,9% 54,8%
% of visitors % of visitors Seven out of the top ten international markets to the Cape Winelands originated from the European region, portraying the strong and stable presence of the region to the Western Cape. Germany, the United Kingdom and the Netherlands led the European arrivals, and remained constant in the top three positions. In terms of growth, Germany and France showed the most consistent growth rate in the share of visitors recorded across the five year period. 3 TOP INTERNATIONAL MARKETS INTO CAPE WINELANDS TOURISM OFFICES, 2011-2015 25,0% 15,0% 1 5,0% 2011 2012 2013 2014 2015 Germany 23,2% 23,5% 24,4% 26,1% 27,8% United Kingdom 23,4% 23,3% 21,4% 20,6% 19,9% Netherlands 13,7% 12,9% 11,6% 10,6% 11,2% France 3,7% 5,5% 6,1% 7,1% 7,2% Switzerland 3,5% 5,0% 5,4% 4,9% 5,0% United States 6,3% 5,5% 4,5% 4,5% 4,2% Belgium 4,6% 4,4% 3,9% 4,2% 4,0% Australia 3,3% 3,1% 2,7% 3,0% 2,9% Sweden 3,0% 2,2% 2,6% 1,7% 2,7% Canada 3,0% 2,8% 3,2% 2,1% 2,0% 5 The Western Cape retained its position as the top source province across the respective years, and portrayed a steady increase in the share of travellers recorded year-on-year. In 2015, over 80% of the domestic market comprised of travellers from the Western Cape, followed by 9.2% originating from Gauteng and 3.1% from KwaZulu-Natal. 9 8 7 6 5 4 3 1 TOP DOMESTIC MARKETS INTO THE CAPE WINELANDS TOURISM OFFICES, 2011-2015 2011 2012 2013 2014 2015 Western Cape 55,8% 61,1% 63,4% 79,4% 81,2% Gauteng 18,7% 16,5% 13,7% 10,9% 9,2% Eastern Cape 3,1% 3,7% 3,7% 2,5% 1,9% Kwa-Zulu Natal 7,4% 5,8% 3,7% 3,8% 3,1% Other 7,4% 6,1% 4,8% 3,4% 4,6%
% of visitors % of visitors 2.3 Average length of stay The largest share of visitors from the overseas and domestic markets stayed overnight for an average of one, two and three nights. However, the fourth largest share from each market indicated longer stays of seven nights and more. Despite the close proximity between the Cape Metropole and the Cape Winelands region, overnight stays portrayed a positive and steady trend across all markets. 10 9 8 7 6 5 4 3 1 AVERAGE LENGTH OF STAY IN THE CAPE WINELANDS, 2015 All Overseas Domestic 1 night 36,3% 36,5% 36,1% 2 nights 30,2% 31,3% 28,9% 3 nights 12,1% 11,6% 12,3% 4 nights 6,9% 7,0% 7,0% 5-6 nights 4,7% 3,9% 5,6% 7 nights & more 9,9% 9,8% 1 2.4 Accommodation usage 6 Guesthouses (35.6%) and B&Bs (23.2%) were the most prominent accommodation types enjoyed by the overseas market, followed by a share of 18.2% of international travellers who preferred hotel accommodation. Self-catering accommodation were most enjoyed by the domestic travellers (41.8%), followed by guesthouses (19.6%) and B&Bs (16.9%). ACCOMMODATION USED IN THE CAPE WINELANDS, 2015 45,0% 4 35,0% 35,6% 41,8% 3 25,0% 15,0% 28,3% 26,3% 20,4% 13,5% 18,2% 23,2% 13,9% 19,6% 16,9% 1 5,0% 3,4% 4,4% 2,4% 2,6% 8,0% 4,6% 6,5% All Overseas Domestic Hotel Guesthouse B&B Self-Catering Friends & Relatives Camping/caravan
2.5 Travel group size Of the share of visitors recorded for the period, over 60% of overseas visitors travelled in pairs or/as couples to the region, followed by a share of 11.3% who travelled in groups of families/friends. The largest share of visitors from the domestic market travelled alone (44.6%), a trend which can largely be attributed to the rise in solo travellers. AVERAGE TRAVEL GROUP SIZE TO THE CAPE WINELANDS, 2015 All 7,6% 8,2% 6,1% 28,0% 50,1% Overseas 7,7% 9,0% 11,3% 8,0% 63,9% Domestic 6,5% 5,6% 4,5% 38,9% 44,6% Alone Pairs Threes Fours Five & more 2.6 Main purpose of visit Holiday/leisure remained the dominant reason for travel to the Cape Winelands and was equally prominent across both the overseas and domestic markets. While leisure was the leading motivation for travel amongst the international travellers, 10.3% of domestic visitors travelled for business and 3.3% primarily for educational purposes. 7 MAIN PURPOSE OF VISIT TO THE CAPE WINELANDS, 2015 Purpose of visit All Overseas Domestic Holiday/leisure 90.6% 98.5% 83.1% Business 5.3% 10.1% - Education 1.7% 3.3% Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation.
% of visitors 2.7 Key trends: Holiday/Leisure Traveller KEY TRENDS AND PATTERNS BY VISITOR TYPE, 2015 Visitor Profile Holiday/Leisure Traveller Business Traveller % share of overseas visitors 52.7% 3.5% % share of domestic visitors 46.6% 96.5% % share of overnight visitors 43.3% 16.8% % share of day visitors 56.7% 83.2% Most common age group 36-50 years (44.3%) 36-50 years (61.0%) Pairs (54.7%) Alone (72.8%) Most common travel group size Alone (20.5%) Pairs (21.1%) Fours (9.7%) Threes (3.7%) 1 night (36.9%) 1 night (26.4%) Most common length of stay 2 nights (30.8%) 3 nights (11.7%) 7 nights and more (24.5%) Rented car (57.6%) Most common mode of transport Own motor vehicle (39.8%) Own motor vehicle (94.9%) Word of mouth (37.3%) Top information source Internet/websites (30.8%) Word of mouth (76.3%) Most common type of accommodation Guesthouse (28.7%) B&B (31.6%) Self-catering (26.2%) Guesthouse (26.3%) Most common average daily spend on accommodation R501-R1000 (39.3%) - Most common average daily spend R501-R1000 (43.9%) R201-R500 (50.0%) Wine tasting (22.2%) Meetings/incentives (48.7%) Top three activities undertaken in the Cape Winelands Outdoor activities (15.2%) Culture/heritage (14.6%) Expos/exhibitions (41.4%) 8 2.8 Key trends: Overnight and Day Visitor In 2015, the respective Cape Winelands towns recorded a share of 61.4% day visits and 38.6% overnight stays. While the share in overnight stays portrayed a downward trend, visitors to the region has indicated overnight stays ranging between one, two and three nights, in addition to an equally strong share who stayed up to a week and longer in the region. This indicates that while not a large share of overnight visitors were recorded at the tourism offices, the share who formed part of the visitor tracking study portrayed a positive trend in their average length of stay in the region. 9 8 7 6 5 4 3 1 % OF OVERNIGHT & DAY VISITORS INTO CAPE WINELANDS, 2011-2015 2011 2012 2013 2014 2015 Overnight 73,6% 71,3% 8 48,8% 38,6% Day 26,4% 28,7% 51,2% 61,4%
KEY TRENDS AND PATTERNS BY VISITOR TYPE, 2015 Visitor Profile Overnight Visitor Day Visitor % share of overseas visitors 53.0% 39.4% % share of domestic visitors 46.3% 60.1% Germany (27.1%) Germany (28.5%) Top three international markets United Kingdom (20.1%) United Kingdom (19.8%) Netherlands (10.9%) Netherlands (11.4%) Western Cape (71.5%) Western Cape (86.1%) Top three domestic markets Gauteng (13.7%) Gauteng (7.0%) KwaZulu-Natal (4.9%) KwaZulu-Natal (2.2%) Holiday/leisure (94.8%) Holiday/leisure (87.7%) Main purpose of visit Business (7.6%) Business (2.2%) Education (2.4%) Most common age group 36-50 years (39.7%) 36-50 years (50.2%) Most common travel group size Pairs (56.6%) Pairs (46.3%) Alone (17.4%) Alone (34.2%) 1 night (36.3%) Most common length of stay 2 nights (30.2%) - 3 nights (12.1%) Most common mode of transport Rented car (57.7%) Own motor vehicle (50.9%) Own motor vehicle (40.3%) Rented car (46.3%) Top information source Word of mouth (33.4%) Word of mouth (48.5%) Internet/websites (32.7%) Internet/websites (24.0%) Most common type of accommodation Guesthouse (27.9%) Guesthouse (30.6%) Self-catering (26.2%) Self-catering (26.5%) Average spend on accommodation R501-R1000 (39.6%) R501-R1000 (34.6%) Average daily spend R501-R1000 (41.4%) R501-R1000 (44.6%) Scenic drives (19.0%) Wine tasting (21.8%) Top three activities undertaken Wine tasting (18.4%) Outdoor activities (15.9%) Culture/heritage (15.1%) Culture/heritage (12.7%) Notes: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. 9
% of visitors % of visitors 2.9 Main activities undertaken in the Cape Winelands Wine tasting remained the top activity enjoyed in the region and was equally popular amongst the international and domestic visitors. The Cape Winelands is not only rich in exquisite wines, but also offers an abundance of outdoor experiences including an array of child-friendly animal farms, game and nature parks as well as adventure activities. The prominence of these activities is evident in the strong ranking of outdoor activities enjoyed by visitors to the region. The region also holds a strong heritage which is well worth a visit and evidently enjoyed by travellers. 25,0% MAIN ACTIVITIES UNDERTAKEN IN THE CAPE WINELANDS, 2015 20,4% 15,0% 1 13,9% 13,8% 13,3% 11,4% 5,0% 4,4% 3,9% 3,8% 3,6% 2,7% Top leisure activities enjoyed by both overseas and domestic visitors included wine tasting, outdoor activities, culture/heritage, scenic drives and the local gourmet restaurants. Business travel emerged as a prominent activity amongst the domestic travellers, including a share of 7.7% who attended meetings/incentives and 7.5% who participated in expos/exhibitions. 10 3 MAIN ACTIVITIES UNDERTAKEN BY REGION, 2015 25,0% 15,0% 1 5,0% Overseas Domestic Wine tasting 24,6% 15,7% Outdoor activities 15,2% 12,5% Culture/heritage 14,1% 13,3% Scenic drives 12,7% 13,8% Gourmet restaurants 12,9% 9,7% National Parks 5,1% 3,6% Expos/exhibitions 0,6% 7,5% Meetings/incentives 0,3% 7,7% Crafts/food markets 3,3% 4,0% Adventure 3,2% 2,2%
% of visitors 2.10 Information Sources Internet/websites (42.9%) ranked as the top source of information amongst the international visitors, while over 50% of domestic travellers relied on word of mouth sources to obtain information on the region. While at a small base of 2.7% of overseas and 3.9% of domestic travellers were return visitors to the region, portraying signs of growth in sustained tourism interest. TOP INFORMATION SOURCES USED BY VISITORS TO THE CAPE WINELANDS, 2015 All Overseas Domestic 2,5% 3,4% 7,9% 4,2% 2,7% 8,6% 0,9% 3,9% 7,3% 14,3% 14,0% 14,3% 14,7% 27,8% 26,5% 41,9% 42,9% 55,8% Word of mouth Internet/websites Books/magazines VICs Return Visit Brochures 2.11 Main mode of transport 11 Rented cars (92.0%) ranked as the most common mode of transport used by the overseas market to travel to the region, while the domestic market preferred to travel with their own motor vehicles. With respect to the domestic market, this comes as no surprise when considering the Western Cape s position as the most dominant source province to the region and scenic drives ranking as the second most popular activity in 2015. 10 9 8 7 6 5 4 3 1 MAIN MODE OF TRANSPORT USED IN THE CAPE WINELANDS, 2015 All Overseas Domestic Tour Bus 1,2% 1,7% 0,7% Own Motor Vehicle 46,7% 5,1% 87,4% Rented car 50,8% 92,0% 10,4%
% of visitors 2.12 Average daily spend The overseas and domestic markets portrayed a similar trend in their most common expenditure patterns, with the range R501-R1000 ranking as the most common bracket for both markets, followed by those who spent on average R201-R500 per day in the Cape Winelands. 5 45,0% 4 35,0% 3 25,0% 15,0% 1 5,0% AVERAGE DAILY EXPENDITURE RANGE IN THE CAPE WINELANDS, 2015 More than R2000 R1001-R2000 R501-R1000 R201-R500 0-R200 All 4,3% 19,7% 42,6% 27,9% 5,5% Overseas 4,9% 22,1% 45,8% 23,3% 3,9% Domestic 3,7% 16,7% 38,2% 33,8% 7,6% 12
3. Cape Winelands Towns OVERVIEW OF REGIONAL TOWNS VISITOR TRENDS AND PATTERNS, 2015 TOURISM INDICATOR Tulbagh Ceres Montagu Stellenbosch Paarl Wellington % Share overseas 44.2% 44.4% 54.8% 85.6% 46.9% 12.3% % Share domestic 54.8% 54.7% 43.9% 13.0% 53.0% 87.4% % Share of overnight visitors 69.6% 66.5% 79.6% 46.8% 24.8% 23.2% % Share of day visitors 30.4% 33.5% 20.4% 53.2% 75.2% 76.8% Top international markets Top domestic markets Germany (31.2%) United Kingdom (22.2%) Germany (27.6%) Germany (22.6%) Germany (31.1%) United Kingdom (23.1%) Netherlands (13.9%) United Kingdom (23.2%) Germany (16.7%) United Kingdom (17.5%) Netherlands (13.2%) United Kingdom (13.6%) Netherlands (9.1%) Western Cape (48.8%) Western Cape (45.8%) Western Cape (77.7%) Western Cape (49.0%) Western Cape (89.7%) Western Cape (93.1%) Gauteng (28.0%) KwaZulu-Natal (7.2%) Gauteng (18.3%) Gauteng (9.0%) Gauteng (26.0%) Gauteng (5.3%) Gauteng (3.2%) Main purpose of visit Holiday/leisure (96.8%) Holiday/leisure (98.8%) Holiday/leisure (96.5%) Holiday/leisure (99.0%) Holiday/leisure (87.0%) Holiday/leisure (83.5%) Most common travel group size Most common length of stay Most common mode of transport Top information sources Pairs (62.6%) Pairs (45.4%) Pairs (56.6%) Alone (61.8%) Pairs (56.5%) Pairs (63.2%) Fours (12.8%) Fours (18.5%) Alone (28.2%) Pairs (29.5%) 1 night (39.1%) 1 night (54.4%) 1 night (38.6%) 1 night (38.2%) 2 nights (33.1%) 1 night (30.5%) 2 nights (31.6%) 2 nights (26.9%) 2 nights (28.2%) 2 nights (28.9%) 1 night (30.4%) 2 nights (28.4%) Own motor vehicle (51.5%) Rented car (67.3%) Rented car (55.3%) Rented car (90.9%) Own motor vehicle (51.4%) Own motor vehicle (83.6%) Rented car (46.3%) Own motor vehicle (30.6%) Own motor vehicle (41.1%) Tour bus (5.0%) Rented car (47.3%) Rented car (15.4%) Word of mouth (34.8%) Word of mouth (54.9%) VICs (49.2%) VICs (66.7%) Internet/websites (65.0%) Internet/websites (26.8%) Internet/websites (34.0%) - Word of mouth (55.4%) Average daily budget R501-R1000 (38.6%) - R501-R1000 (33.9%) R501-R1000 (39.1%) R501-R1000 (56.5%) - Type of accommodation Self-catering (32.3%) B&B, Self-catering (30.5% Guesthouse (22.2%) each) Scenic drives (26.4%) Scenic drives (33.7%) Top three activities Culture/heritage (17.5%) Outdoor activities (14.0%) Outdoor activities (20.8%) undertaken Gourmet restaurants Wine tasting (15.9%) (11.2%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. B&B (34.1%) Guesthouse (37.1%) Guesthouse (51.4%) Guesthouse (43.5%) Wine tasting (37.2%) Wine tasting (24.2%) Culture/heritage (21.8%) Outdoor activities (18.6%) - 13
4. Trends and patterns by top international market OVERVIEW OF TRENDS AND PATTERNS BY TOP INTERNATIONAL SOURCE MARKET, 2015 TOURISM INDICATOR United Kingdom Germany Netherlands France Switzerland % Share overnight visitors 46.1% 44.5% 44.6% 45.8% 47.8% % Share day visitors 53.9% 55.5% 55.4% 54.2% 52.2% Main purpose of visit Most common travel group size Most common length of stay Most common mode of transport Top information source Top three activities undertaken Holiday/leisure (97.5%) Holiday/leisure (99.3%) Holiday/leisure (98.6%) Pairs (70.7%) Pairs (66.6%) Pairs (56.2%) Fours (9.8%) Fours (10.8%) Fours (13.9%) Holiday/leisure (97.8%) Holiday/leisure (99.4%) Pairs (51.6%) Pairs (74.3%) 1 night (35.6%) 2 nights (35.4%) 1 night (41.1%) 1 night (36.3%) 1 night (41.7%) 2 nights (31.7%) 1 night (32.8%) 2 nights (26.5%) 2 nights (24.5%) 2 nights (34.7%) Rented car (94.2%) Rented car (91.5%) Rented car (91.1%) Rented car (90.4%) Rented car (94.6%) Internet/websites (37.1%) Wine tasting (27.2%) Culture/heritage (14.5%) Gourmet restaurants (13.5%) Internet/websites (41.1%) Wine tasting (24.5%) Outdoor activities (17.7%) Culture/heritage (14.2%) Internet/websites (44.0%) Wine tasting (22.1%) Outdoor activities (16.4%) Culture/heritage (15.2%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. Internet/websites (46.5%) Wine tasting (25.9%) Outdoor activities (16.1%) Culture/heritage, scenic drives (13.0% each) Internet/websites (50.7%) Wine tasting (25.1%) Outdoor activities (16.2%) Gourmet restaurants (14.0%) 5. Trends and patterns by top domestic markets OVERVIEW OF TRENDS AND PATTERNS BY TOP DOMESTIC SOURCE MARKET, 2015 TOURISM INDICATOR Western Cape Gauteng Eastern Cape KwaZulu-Natal % Share overnight visitors 29.4% 49.4% 47.1% 53.2% % Share day visitors 70.6% 50.6% 52.9% 46.8% Most common age group 36-50 years (51.6%) 51-70 years (42.9%) 51-70 years (47.9%) 51-70 years (48.6%) Main purpose of visit Holiday/leisure (81.1%) Holiday/leisure (95.5%) Holiday/leisure (93.8%) Holiday/leisure (96.2%) Most common travel group size Most common length of stay Most common mode of transport Top information sources Alone (51.8%) Pairs (56.4%) Pairs (34.8%) Alone (15.9%) 1 night (36.3%) 1 night (40.1%) 2 nights (29.6%) 2 nights (23.5%) Own motor vehicle (94.4%) Own motor vehicle (64.8%) Rented car (3.8%) Rented car (31.7%) Word of mouth (58.1%) VICs (14.4%) Pairs (63.3%) Pairs (52.9%) - - Own motor vehicle (58.2%) Own motor vehicle (51.1%) Word of mouth (40.1%) - Word of mouth (43.9%) 14 Most common type of accommodation Self-catering (44.8%) Self-catering (38.5%) - - Top three activities undertaken Wine tasting (15.5%) Scenic drives (20.1%) Outdoor activities (13.4%) Culture/heritage (11.9%) Culture/heritage (17.3%) Note: Blank cells indicate that the sample was not big enough for a valid statistical interpretation. Scenic drives (21.9%) Scenic drives (23.4%)
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 Stellenbosch Tourism Tulbagh Tourism Wellington Tourism Worcester Tourism For more information on this publication and other Wesgro publications please contact research@wesgro.co.za. For more publications like this visit the Wesgro publications portal on our website at http://wesgro.co.za/publications 15