Accommodation | restaurants Tel: 04 044 501 501 31 3135 Cell: ll: 07 073 335 335 23 2380 Prepared for the Minister of Tourism, Honourable Derek Hanekom, and His Worship, the executive mayor, Peter Lobese, and all protocol observed
This document deals with Plett Tourism’s purpose, the Plett tourism economy and the importance of Brand Plett, and tables a number of opportunities to continue Plett Tourism addressing seasonality and the Review and strategy February 2016 transformation of Plett’s tourism economy. And it suggests steps Plett Tourism which could enable this process. July 2013 – July 2016
Purpose + strategy (how we do it) PURPOSE : Plett is a leisure town, and it must grow in a way that is sustainable for its stakeholders … for those who invest in it (tourists, tourism industry and support industries, ratepayers) and those who live/work in it. WHAT WE WANT TO DO: Grow tourism / “selling our town” • To be a premium leisure and adventure destination Manage our destination • Protect and harness our built and natural environment (ocean, sky, fauna, flora) Create employment / address seasonality • Build an inclusive / transformed economy which provides opportunity to all ( align stakeholders > Brand Plett) HOW WE ARE DOING IT? Plett Tourism • (1) Brand positioning (2) > visibility with markets and stakeholders (3) > experience / product development (4) develop community July 2013 – July 2016 tourism and (5) community outreach Clear. Credible. Certain. Consistent
Seasonal game LED/BM changers + product > Info Office Ikasi Life Media Experience SM development Website Private Experience investors development Plett-Ikasi Tourism Listening NPO Tour Research + Strategy + Planning Community Festivals + tourism / + events outreach Development Plett Tourism + Investment Accommodation Activities Restaurants & taverns Partners Meet + • Cruise the Crags Collateral greet • Wittedrift Way Themed qly Business • Bitou Arts Forum magazines exchange • Bitou Boxing Plett Tourism Association Plett Plett Travel July 2013 – July 2016 • Plett Winelands Vacation Club
One Plett. One economy. One future • Zero sum thinking is a visa to a moonless future Anthony Butler, BD, 14 August “ The tourism industry, no matter how many jobs it creates, shows a white face to government, and the success of the sector breeds resentment ”. • This strategy seeks to change the geography and economics of tourism. And by doing so, we open doors to experiences which the past had closed. Plett Tourism July 2013 – July 2016
The future is happening, day by day. Is it to plan? Or are we making it up as we go along? Our brand has never been more important because it defines the Plett Tourism place we are – and importantly, Review and strategy February 2016 the place we want to be, and the visitors we want to attract. Plett Tourism July 2013 – July 2016
Plett Tourism Review and strategy February 2016 Does Plett build on it’s strengths, protect it’s primary asset – the environment, from the ocean to the beaches to the forests – and develop a sustainable, inclusive economy? Plett Tourism This is the Plett Tourism purpose. It is not just about a festival or a magazine. It is about making a July 2013 – July 2016 contribution to the future direction our town takes.
Beaches, Accommodation | restaurants Cingis isis isa Ng Ngemntu-So Sonja jani Spe pecia ial l Prog ogrammes Coo oordin inator Bit itou Munic unicip ipalit lity Tel: 04 044 501 501 31 3135 Cell: ll: 07 073 335 335 23 2380 Em Email ail:csonja jani@ i@ple lett. t.gov.za
So, one vision, one future …and finding the money Destination management Destination marketing The development Aligning Muni, Business, others in From the shared strategy … blueprint – needs shared strategy: NB - how we will meet the investment proposition updating and alignment objectives. What we will do to get there! and projects … Plett Plett Pre- strategy Tourism, feasibility Coming Finding Bitou Muni, LED studies – Brand SDF Together Investment individual investment Tourism tourism proposition enterprises Business What we are, Marketing the town … attracting From strategy to The 20 year spatial What we want to be reality … the those who will invest and spend development framework … numbers … money (and so creating jobs and institutionalises the brand This has to drive a better place to live) projected income, development or we end up and Coming Together investment, jobs etc with chaos
People, jobs and Plett Growing the tourism economy Preserving the Plett value proposition Plett Tourism Review and strategy February 2016 Grant Thornton, Kessel Feinstein estimate 1 permanent job is created by every 10 tourists Plett Tourism July 2013 – July 2016
The perfect storm 1 1 Seasonality + 2 (unemployed) population growth … Rates source: spend Revenue Expenditure Plettenberg Bay, Wittedrift, New Keurbooms, Farms Natures Horizons (11.43) Valley(96.7%) Kwanokuthula, Kurland, New Horizons Kranshoek, Green 1.93% Valley, (39.77%) Kwanokuthula, Plett, Keurbooms, Wittedrift, farms Kurland, Kranshoek, Natures Valley (49.8%) Green Valley, (1.37 %) RATEPAYERS MEETING 16 JANUARY 2014 Final Bitou IDP 2013: 52,379 2017-2022 Inca 2015
Power and potential 50% occupancy ±230 establishments >195,000 guests at BI in 2015 And private s/c houses 1,7bn direct 45 wine 9,500 beds 240,000 Festivals, ±100 food labels, 18 7,400 jobs visitors p/a to R400,000,000 tourism events, media 1,600,000 ±105 activities and drink estates, three animal in wages and marketing occupied bed (37% of total) 250,000 places attractions economy nights bottles sold > 75,000 visit Robberg Nature Reserve; 240,000 150,000 visitors to estates last year visit Monkeyland etc 10 employed 2005; >110 2017 GVA of R3,4b. ± 48,000 visitors in season Based on BM data, ± 295,000 bed-nights Eden data, Inca, PT survey, PT intvus + assumptions 2016/7/8
Impact of a catalytic tourism project Current Tourism GVA New Tourism GVA Current Tourism Jobs New Tourism created Jobs 2 000 9 000 1 800 8 000 1 600 7 000 1 400 6 000 1 200 5 000 1 000 4 000 800 3 000 600 Plett Tourism 2 000 400 Review and strategy 1 000 200 February 2016 - - 2019 2020 2021 2022 2023 2024 2025 2026 2027 2019 2020 2021 2022 2023 2024 2025 2026 2027 This slide and the next one are based on preliminary numbers drawn from the Plett Wildlife Reserve project . These two slides demonstrate Plett Tourism the anticipated impact of the project on the Tourism GVA and jobs. The slides that follow show this impact relative to non-tourism GVA and jobs. July 2013 – July 2016
Impact of a catalytic tourism project Tourism GVA Non Tourism GVA Total Tourism Jobs Non -Tourism Jobs 3 500 16 000 14 000 3 000 12 000 2 500 10 000 2 000 8 000 1 500 6 000 1 000 Plett Tourism 4 000 Review and strategy 500 2 000 February 2016 - - 2019 2020 2021 2022 2023 2024 2025 2026 2027 2019 2020 2021 2022 2023 2024 2025 2026 2027 Note: This data is WIP, and the property of the Plett Wildlife Company. It is based on data from Plett Tourism, INCA, Quanted - Bitou Socio- Economic Profile 2017 (p25), and South Cape Economic Partnership. Whatever the real GVA value is (there are discrepancies) the interesting point is the value add which comes from a catalytic project such as the Plett Wildlife Reserve – let alone the Robberg Cultural Bridge or a Griqua Historical Village or the LED’s Biomimicry project in Harkerville.
Economic value add | Making it easier for tourists and business commuters to travel to and from Plett. The service is marginal and needs to be nurtured. Plett is unlikely ever to compete for much of the Knysna market given the proximity of George to Knysna and the choice/cost of flights. 0 – 3,000 people; 0 – 900 people
Transforming Growth, jobs and tourism tourism in Plett Purpose ▪ Plett Tourism’s vision and objectives ▪ What could the future look like ▪ Our town, its people and the goose that lays the golden eggs ▪ P lett’s tourism industry in numbers ▪ How Plett Tourism and Bitou Municipality connect ▪ Plett Tourism’s work … how we work and what we do to meet our objectives ▪ Our tour ▪ Variety ▪ Economic value add ▪ Opportunities ▪
What do we need to (continue) transforming? The seasonal nature of the Plett economy. And the political economy of Plett. We need to create viable tourism economies in marginalized areas. Plett Tourism Review and strategy February 2016 And we need to transform ownership patterns in the “formal tourism economy”. Plett Tourism July 2013 – July 2016 Note: The projects tabled in this document come from Plett Tourism’s strategy, from Bitou Municipality and from private role-players. The document is not exhaustive, nor in almost all the cases have pre-feasibility studies been done. Where PT has done so, time has passed and they would have to be redone.
Harkerville A biomimicry project being promoted by LED. N Ntsimbi African Village proposal New entrant into the Plett tourism landscape. Black, female owned enterprise. Concept builds on an existing backpacker establishment being rented. To include 60 bed lodge, 16 sleeper log cabin, 200 seater conference centre, outdoor events venue, picnic dam. Project cost: R73m
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