Tourism diversity exchange in 2010

Says Calvyn Gilfellan, CEO of Cape Town and the Western Cape's tourism destination marketing organisation, Cape Town Routes Unlimited: "The strength of Cape Town and the Western Cape as a travel destination lies in its beauty and diversity. 'Wow, it's beautiful!' and 'Where on earth does one start?' are probably the two phrases uttered by most first-time visitors to the destination when they see and experience its melting-pot assortment of culture, people, cuisine, wine, music, scenery, outdoor fun, and ways to relax and live the good life.

"Coming from the different football corners of the world in 2010, we're going to greet football fanatics and professionals, FIFA family members, conference goers and corporate travellers, media, events goers and all those who love to travel. They will be speaking different languages, and have some habits and needs we have not catered for before. We're looking forward to this diversity exchange as we believe it will be a culturally enriching experience for Cape Town and the Western Cape, its tourism industry and its people," he says.

As Cape Town and the Western Cape prepares for the diverse people the event will attract, the city and province's tourism industry has the opportunity to up its service standards, language capacity and fine-tune its hospitality skills.

Cape Town and the Western Cape has a vibrant fusion of iconic tourism experiences. Cape Town Routes Unlimited wants to encourage local residents to get to know the destination during Tourism Month and the upcoming summer season; to live this tourism experience, so that they can act as tour guides for the destination's FIFA World Cup visitors next year. In this way they will be able to inspire them to go beyond the 90 minutes of the football game, and explore as much of Cape Town and the Western Cape as they can before, between and after matches.

Tourism Month provides Cape Town Routes Unlimited with the ideal platform to further roll out its 2010-focused destination marketing campaign, called "Beyond the 90 Minutes". The destination's diversity is aptly mirrored and packaged into the campaign's six themed travel itineraries: 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.

During September the new-look-and-feel campaign website will go live at www.tourismcapetown.co.za ('kick' on "Beyond the 90 Minutes"); the third webisode series of fan ambassador road trips will be filmed for YouTube, and marketing collateral such as high quality foldout maps in FIFA's official languages will be developed.

Gilfellan continues: "Next year the 2010 chapter of the South African story will be written. By celebrating, living and showcasing Cape Town and the Western Cape's diverse travel mix, we will be able to share our vibrant African energy with 2010 visitors and invite them to write this chapter with us."

Cape Town Routes Unlimited marked the start of Tourism Month by inviting tourism industry partners and regional tourism organisations, as well as representatives of iconic tourism attractions to walk Cape Town's 2010 Fan Walk. It was followed by a Diski Dance lesson for the group at the Green Point Stadium Visitor Centre.

Events taking place in Cape Town and the Western Cape during Tourism Month include:

• Clanwilliam Wild Flower Show
  1 - 2 September
  
• Nedbank Citrusdal Marathon
  5 September
  
• Satori Camel Run, Noordhoek, Cape Town
  6 September
  
• Stellenbosch Soccer in the Centre of Town
  8 September
  
• Baxter Dance Festival, Cape Town
  9 September
  
• Pick n Pay Women's Interprovincial Golf Championships, Paarl 13
  September
  
• Nandos Cape Town Comedy Festival
  14 September
  
• The Plett Festival, Plettenberg Bay
  18 September
  
• Darling Wild Flower Show
  18 - 20 September
  
• Southern Storm Duathlon, Plettenberg Bay
  19 - 24 September
  
• Nedbank City of Cape Town Marathon
  20 September
  
• Barrydale Country Fair
  22 September
  
• Tulbagh Horse and Wild Flower Show
  23 September
  
• Paarl Cultivaria Festival
  23 September
  
• Albertinia Aloe Festival
  23 - 25 September
  
• Outeniqua Country Hop Festival, George
  24 September
  
• Design for Sustainable Living Expo, Hermanus
  24 September
  
• Paternoster Heritage Festival
  24 September
  
• George Big Braai Festival
  24 - 26 September
  
• Hermanus Whale Festival
  24 - 27 September
  
• Riebeek Cellars Shiraz & Art Weekend, Riebeek Valley
  26 September