It's not only about 2010

Of the international visitors that attended the 2006 FIFA World Cup in Germany, an impressive 88% said that they would recommend Germany as a travel destination to others. This is according to 2010-focused tourism research commissioned earlier by Cape Town and the Western Cape's tourism destination marketing organisation, Cape Town Routes Unlimited (CTRU), and conducted by the Cape Peninsula University of Technology.

The single largest benefit of the 2010 FIFA World Cup in South Africa is expected to be in tourism. Besides the estimated 480 000 foreign tourists spending around US$850 million in South Africa during the World Cup, and the eyes of 35 to 40 billion TV viewers being fixed on the country; South African tourism can expect between 130 000 and 290 000 extra foreign arrivals per year from 2011 through 2015 on account of the World Cup (Grant Thornton Strategic Solutions, 2008).

Going ‘Beyond' the 90 minutes

Says Calvyn Gilfellan, CEO of CTRU: "To ensure that Cape Town and the Western Cape not only attracts visitors to its shores during the World Cup, but also invest in Africa's tourism future, CTRU embarked on a very specific 2010 tourism marketing campaign called 'Beyond the 90 Minutes'.

“We encourage visitors to literally go beyond the 90 minutes of the football match next year to see, hear, feel, taste, smell and experience as much of Cape Town and the Western Cape as possible."

Gilfellan was speaking at a media and stakeholder briefing held on 30 November 2009 at Soccerex, the leading business convention for the global football community. CTRU teamed up with the Provincial Government of the Western Cape, City of Cape Town, Stellenbosch, Drakenstein and Breede Valley Municipalities, Cape Town Tourism and the Cape Film Commission to promote the destination under the banner: "Cape Town & Western Cape ...for the 90 minutes and beyond".

Visitors expected to stay longer, see more

Also speaking at the event was George Dearnaley, former Bafana Bafana striker and "Beyond the 90 Minutes" Destination Storyteller: "As a football fan and a former international player, and as a proud resident of the Western Cape, I'm delighted to be talking to football people and people interested in football, about the World Cup tournament and about what the Western Cape has to offer as a destination. I've travelled around the world to watch football. My three World Cup tournaments to date have taken me to the USA, France and Germany. The memories of those trips, the friendships made and the unbelievable experiences enjoyed give me a greater insight into what we as hosts can offer our international and local travellers for the biggest sporting event in our country's history."

Cape Town and the Western Cape expects up to 150 000 visitors per day on match days in 2010. As South Africa is a long-haul destination, it is generally expected that 2010 visitors will stay longer and use the opportunity to do sightseeing - not just jet in and out of the country.

Cape Town and the Western Cape are often mentioned as a popular base, thanks to its iconic attractions and eclectic mix of activities.

Make the most of your visit

"We want visitors to make the most of their time in Cape Town and the Western Cape - before, between and after matches. As part of the 'Beyond the 90 Minutes' campaign, we've packaged the destination's offerings into six funky, football-themed travel itineraries. These open up the destination for first-time and regular visitors and make it easier to navigate the Western Cape's six tourism regions: Cape Town, Cape Winelands, Cape Overberg, Cape Garden Route & Klein Karoo, Cape Karoo and the Cape West Coast," says Itumeleng Pooe, CTRU's executive manager: Domestic & International Marketing, responsible for 2010.

The itineraries are: 'Score an Adrenaline Hat Trick'; 'Cheer a Killer Pass On and Off the Field'; 'When your Craving Demands more than a Burger'; 'Take in a bit of Cape Culture as your Team goes for Glory'; 'When the Sound of the Vuvuzela Starts Getting to You'; and 'Living it up when the Final Whistle Blows'.

Illustrating the fun and endless possibilities for travellers in Cape Town and the Western Cape, CTRU filmed a collection of documentary-style short videos of more than 30 fans from 17 countries undertaking road trips across the province. The fans represent the campaign's core markets, and different age and interest groups such as youngsters, business executives, 30-somethings, 40-plussers and 'empty nesters'. The brand new footage, with voice-overs in 10 languages, premiered at Soccerex and is now posted on YouTube and various other channels to market the destination.

For the whole range of short videos go www.youtube.com/tourismcapetown and for more information, go to
www.tourismcapetown.co.za and 'kick'on Beyond the 90 Minutes.