Knysna to be featured in new Wesgro campaign
KNYSNA - Some of Knysna's hidden gems will soon be showcased on various social media platforms as part of Wesgro's latest domestic tourism campaign, dubbed With Love from the Locals.
Featuring in this campaign – aimed at encouraging South Africans to experience the Western Cape through the eyes of locals – is Knysna artist and thrill seeker Eugene Lewis.
Lewis is a well-known local artist who created, among others, the towering 2,2m likeness of the Rastafarian god Hailie Selassie overlooking Khayalethu.
Lewis will be one of several Western Cape residents to showcase their home towns in a video series initiated by Wesgro.
The first video - a trailer - can already be found on various social media sites, including YouTube, and inspires domestic tourists to discover the province through the eyes of locals. The idea behind the campaign was born out of the insight that the best people to inspire you to visit a place are the people that live there.
Using locals from around the Western Cape province, the campaign showcases selected locals doing the activities they love best. Sharing their insights and first-hand stories of the hometowns they live in and love - inviting fellow South Africans to come and experience their neighbourhoods and small towns.
"We place immense value on our domestic audience, who remain our largest tourism source market and our biggest support throughout the year," said Wesgro chief executive Wrenelle Stander.
"The previous financial year (2022) culminated in 3,4 million domestic trips to the Cape, with domestic spend reaching R12,7 billion – nearly double the value attained in 2019. We remain confident that our numbers will continue on an upward trajectory, with the return of old friends as well as welcoming new visitors."
According to Wesgro chief marketing and innovation officer, Jean Scheltema, they have showcased international travellers to attract their fellow countrymen with previous international campaigns like the Neverending Tourist, and now it's time to turn the camera even closer to home.
"With Love from the Locals tells the rich stories of the Western Cape through the lens of those who know it best. First-hand accounts by influential locals who may not necessarily be on travel feeds and in traditional itineraries make this a truly special, documentary-style series," she said.
Chief tourism officer Monika Luel said they had worked together with regional and local tourism offices to identify locals to take part in the series. "This is to ensure that the destination is showcased authentically and sustainably. The Western Cape has so much to offer, far beyond the well-known summer holiday destinations. And ultimately it is the people of our province that make this place so unique, ensuring that we will continue to build our local fan base, both from the rest
of the country as well as our local Western Cape residents."
Other platforms where the series can be enjoyed are TikTok, Instagram and Facebook.
"Every visitor to our province is precious because more tourists mean more jobs," said Western Cape Minister of Finance and Economic Opportunities, Mireille Wenger.
“Our domestic market is especially important as they sustain the sector throughout the year, not just over the peak season. This campaign shines a spotlight on the many diverse, vibrant and rich offerings we have."