R4m domestic tourism campaign launched

THE province has launched a R4million digital domestic tourism campaign to help its economy recover from the devastating effects of the lockdown.

Going live on Monday, the campaign, called We Are Open, will target travellers across the country, particularly those in Gauteng, KwaZulu-Natal and the Western Cape, and direct them to a curated list of venues and activities on the Discover Western Cape website.

The campaign was the topic of Premier Alan Winde’s weekly digital news conference, its focus shifting from health issues to economic affairs.

Winde was joined by Finance and Economic Opportunities MEC

David Maynier, Wesgro chief executive Tim Harris and Cape Town International Convention Centre (CTICC) chief executive Taubie Motlhabane.

“Many people’s international holidays were cancelled due to the lockdown. But the Western Cape is full of (places) that match some of the world’s favourite destinations, and we want to show people just how diverse and world-class it truly is,” said Harris.

“This digital campaign will highlight the world-class locations of Cape Town and the Western Cape, where you will feel like you could be anywhere in the world.”

Maynier said the campaign followed on from the One Day campaign, which was a collaboration between Wesgro, the Western Cape government and the City, and was launched during the lockdown to support the tourism industry in the province.

“By building awareness and a broad reach of the travel message, and then using a mix of social content digital display advertising and local influencers in KwaZulu-Natal and Gauteng, the campaign will drive key messages to audiences across the country.

“Once we have developed the audience, we will then encourage them to make the decision to book through targeted and compelling holiday promotions,” said Maynier

Motlhabane said the CTICC was looking to host events from around the continent. “Come for a conference, and stay to explore as you get the funk of the lockdown out of your system,” said Motlhabane.

Winde also encouraged people to support businesses in the Western Cape.

“We know times are tough, but if you can, please go out and support our businesses in the Western Cape, particularly those in the tourism and hospitality sector,” he said.

“Hospitality is a key sector of our economy; we must claw back as much as we can as quickly as we can.”

It will drive key messages to audiences across the country David Maynier FINANCE, ECONOMIC OPPORTUNITIES MEC