PLETT TOURISM ASSOCIATION - August 2021
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PLETT TOURISM ASSOCIATION
ANNUAL REPORT 2020-21
August 2021
ACKNOWLEDGEMENT OF THANKS The Plett Tourism Association acknowledges the Communities throughout Bitou and their commitment to our land, forests, waters and indigenous cultures. We thank you for your dedication to uphold the integrity of the Plett Tourism brand - 'Plett it's a feeling'
OVERVIEW
ABOUT US
WHO WE ARE OUR PURPOSE OUR GOAL OUR VALUES
United
Destination Maximise
Voluntary Innovative
Marketing & Tourism's econ
Association Commercial
Est 2013
Mngmt contribution
Hard work
THE TEAM
OUR FUNCTIONS & DELIVERABLES
Increase Increase Increase Conduct Stake-
product traveler desire research & holder
awareness knowledge to travel analyse trends comms
OVERVIEW
BOARD OF DIRECTORS
Chairman
Bruce Richardson
ORGANISATIONAL
CHART
CHIEF EXECUTIVE OFFICER
Patty Butterworth
GENERAL MANAGER TREASURER / BOOKEEPER
Events & Festivals Liz Phillips
Cindy Wilson-Trollip
INFORMATION OFFICER
Events & Admin Support
Andisiwe Nonkasana
INFORMATION OFFICER MEMBERSHIP MANAGER
Front-of-house & Admin Support Membership / CRM
Emily Potgieter Thandi Mabukani
COMMUNICATION MANAGER WEBMASTER & DIGITAL MANAGER TRAVEL & TRADE MANAGER
Media / Content Website / CRM
Janet Middleton Brendon Morris Position TBC
COMMITMENT FROM THE TEAM The Plett Tourism Board acknowledges the full commitment the Plett Tourism Team has shown during the pandemic. Members of the team have worked tirelessly throughout the pandemic, and have accepted unusual circumstances to ensure the integrity of our brand has been maintained.
PERFORMANCE
OPERATIONAL
HIGHLIGHTS
Increasing potential travelers’ product
awareness
Increase
Publication features
product The domestic traveler, new campaign
awareness FB Watch series | 4.8M reach
YouTube videos | 1.01M views
Journalist and influencer hosting
Weekly subscription newsletter
Automated product updates
TOP PERFORMING VIDEOS Adding to series and playlists enables videos to have a much longer online life as evidenced by the two shark & Jerusalema videos - still popular. Great white shark - Robberg Plett community performs Jerusalema Leopard sighting - Whiskey Creek Great white shark - Robberg Launch of the Whale Recycling Project Knysna Elephant Park team performs Jerusalema
DIGITAL MEDIA
#chasethefeeling
Niche focusing on
Remote working
Voluntourism
Ecotourism
We have sent out We have sent out 231 We have four WhatsApp
roughly 35 mailers to newsletters to date to our Groups for the Tourism
date to our tourism general mailing list, Industry in Plett and a
business mailing lists, with a subscriber base of general WhatsApp group
with a subscriber base over 6000 for tourists, visitors and
of over 1950 locals to receive info.
Our total subscriber base
for these groups is 484.
PERFORMANCE
OPERATIONAL
HIGHLIGHTS
Increasing potential travelers’ awareness
Increase of Plett as a preferred travel destination
DSTV Peoples Weather Channel
traveler
World Travel Awards - Africa's
knowledge
Leading Beach Destination
WTM Africa
Wesgro Mega FAMTrips
Travel trade quarterly newsletters
JMI with GR&KKPERFORMANCE
OPERATIONAL
HIGHLIGHTS
Increase both international and
Increase domestic travelers’ desire to travel to
Plett
desire
#SafeTravels campaign
to travel
#Chasethefeeling campaign
Niche market focus
Mobile PCR unit
Liberty Lockers on the beachPERFORMANCE
OPERATIONAL
HIGHLIGHTS
Conduct research into, and analyze
Conduct international and domestic travel trends
Quarterly member surveys
research &
Dec 2021 Lockdown survey
analyse trends
Office walk-in stats
COVID member surveys
Increase both international and domestic
Stake- travelers’ desire to travel to Plett
GR&KK
holder
Wesgro
comms
COVID JOC Task Team
Plett Business Chamber
SATSA
Ratepayers Association
Bitou Municipal Comms DepartPERFORMANCE FINANCIAL TARGETS 2020-21
PERFORMANCE FINANCIAL PROJECTIONS 2021-22
PANDEMIC
COVID TIMELINE
New Delta
variant
SA confirmed
announces in SA
Face masks vaccine
remain SA enters
rolll-out
mandatory Level 4
plan
SA becomes Several Lockdown
5th worst SA moves to SA opens to countries SA vaccine with
affected Level 1 all int'l ban flights officially adjustment
country Lockdown travel from SA launches s
Jul Sep Nov Jan Feb Jun
Oct Dec Mar
SA removed
Universities & SA SA warned from Red
tertiary edu Announces of 3rd Wave Travel list in
reopens to full 2nd Wave some
capacity countries
SA enters
New SA Level 1
SA opens to SA returned
varient Lockdown
international to Red
discovered -
travel Travel list in
F01Y-V2
most
SA moves countries
back to Level
3 LockdownPANDEMIC
SIGNIFICANT
ISSUES IMPACTING
THE INDUSTRY &
THE ASSOCIATION
Inter- Inter- Events Beach
provincial national Postponed Closures
Travel Ban Travel Ban
State
Mass of Alcohol Select COVID Alcohol
gathering Emergency Ban marketing Ban
limitations paused
Beach 1 Year
Closures ContractWESTERN CAPE
TOURISM STATS
WESTERN CAPE
TOURISM: 2020-21
The United Nations World Tourism Organisation (UNWTO) estimates that the global travel industry lost +/- USD 1.3 T with 100 M tourism jobs at risk.
Cape Town International Airport (CTIA) Passenger Movement
Domestic arrivals was highest in Dec 2020 with 204 671 passengers. Recovery was slower in Jan and Feb 2021 but picked up in Mar 2021, with a recovery rate of 51% when
compared to Mar 2020.
International recovery has been slower with passenger arrivals going from 134 021 in Dec 2019 to 30 376 over the same period in 2020.
Germany has remained one of the province’s top international source markets. However, other European markets have declined significantly. African markets like Namibia,
Zimbabwe, Angola, Kenya and Ethiopia have recovered more steadily.
Passenger movement increased steadily through both terminals. A month-to-month comparison reveals a peak in Dec 2020, likely due to the end of year holidays. Domestic
passengers was high in Mar 2021, likely due to school holidays and the lead up to Easter weekend at the beginning of Apr.RECOVERY BUSINESS
PLAN
PLETT TOURISM
DESTINATION
MARKETING
CUSTOMERS MARKETS ANCHOR EVENTS DISTRIBUTION PARTNERSHIPS ENABLERS
Target high-value Invest resources and Invite SA & the Select partners Our activations are
leisure and events time in a balanced world to experience Target high-value leisure that extend our ability underpinned by a
customers; additionally the portfolio of markets the Plett lifestyle customers to drive to grow market share, committed, high-
leisure and adventure w/high-spending power through strategic conversion from intention target customers, and performing team that
tourism travel trade LGBTQ+ Travel Market campaigns reinforcing to visitation faciiitate industry support delivery
Plett it's a feeling developmentRECOVERY BUSINESS
PLAN
PLETT TOURISM
MARKETING
PROJECTS
MONETIZATION OF FB & PLETT BEACH SHUTTLE CRM SYSTEM PLETT TRAIL APP
YOUTUBE
We are now able to monetize videos We anticipate an additional shuttle We have procured a CRM system We will be partnering with local
premiered on our FB and YouTube service to be facilitated with a local (Zoho), a fully integrated Customer service providers to develop a Plett
channels as an added revenue service provider to offer a 'hop-on Relation Management tool to Trail App. This may include
stream. Procurement of original hop-off' bus service to key points streamlines our databases. registration with a series of 'Green
content is crucial for this. throughout the town. Flag Trails' and with the World Trails
Network.
CAPE NATURE/ROBBERG/PLETT WEBSITE DEVELOPMENT IKASI LIFE STORIES DSTV 'PEOPLES WEATHER
SHUTTLE CHANNEL'
We are working with CapeNature to We are working towards a more user- A series of stories featuring the We are working with DSTV to premier
facilitate a shuttle service from high friendly and time efficient system people and businesses that make up exclusive video content and
traffic areas to and from Robberg whereby Plett products can upload iKasi Life in and around Plett. interactive content on the 'People's
Nature Reserve to help reduce their specials, changes to website Weather Channel'.
parking at the reserve. information, etc. at the push of a
button.RECOVERY BUSINESS
PLAN
PLETT TOURISM
EVENTS
PLETT CONVERSATIONS PLETT TOURISM ANCHOR WHY HOST AN ANCHOR
EVENTS EVENT?
A quarterly presentation to different local The Plett ARTS Festival is going into it's Plett Ocean Festival is scheduled for July Contribute to the growth of
business sectors. This includes 13th year. Includes live art demonstrations, 2022. Focused on marine life education Destination Plett brand identity
presentations to the tourism industry and exhibitions, workshops and film with seminars, workshops and live Forge a solid partnership between
community members who are interested in productions. An opportunity for local interactions. Attendees will include higher Bitou Municipality and Plett Tourism
the daily operations of Plett Tourism and artists to be seen and heard AND for local learning professionals, research in an a-political arena
their stakeholders. to experience national and international organisations, schools and interested Unite Plett communities with
artists on stage with live performance. public. inclusive participation and
opportunity
TRAVEL TRADE WORKSHOPS This is a hybrid event featuring This is a hybrid event featuring Attract visitors to Plett during the off
smaller/boutique venues which meets stricter smaller/boutique venues which meet stricter season in greater numbers
A series of workshops aimed at select niche COVID regulations. COVID regulations. Provide exceptional marketing
markets. Workshops are facilitated with content creating national media
niche travel trade professionals. 2021-22 The Plett Festival is scheduled for interest and hype
Niche focus is on LGBTQ+ Travel. March/April 2022. Designed to include all Provide visibility for products and
economic sectors in Plett over 3 days. A services in mainstream events
Participation at WTM Africa. multi-sport Tri-challenge Race and Polo, Provide employment and
Craft Beer & Food Truck experience with experiential development and
The organisation of workshops and events live music; and a Plett Food & Wine journey training for all involved
for local tourism products to attend with live music and workshops. Attract sponsors and CSR spin-offs
(Booking.com, TripAdvisor, Nightsbridge, for our town
Vinpro, etc.). This event is COVID regulation dependent.RECOVERY BUSINESS
PLAN
TOURISM
ENTREPRENURIAL
OPPORTUNITIES
MARKETING SUPPORT WITH ONLINE RESOURCE CENTRE COMMUNITY HOT DESK MENTORSHIP
ECONOMIC DEVELOPMENT
& TOURISM PROJECTS
Providing marketing support which Plett Tourism has developed a Plett Tourism has 1 dedicated Managers at Plett Tourism avail
may include feature articles, section of the www.pletttourism.com desktop computer which may be themselves to meet with
photography, videography and website which includes feature booked and used by entrepreneurs. entrepreneurs as requested.
engagement with media articles, information about national
professionals to create awareness and international funding Entrepreneurs may use the WIFI at Mentorship may include guidance
about specific businesses located opportunities as well as other all times. on business plans, marketing plans,
within Bitou. These businesses are guides / templates / applications that an introduction to industry contacts
identified by the Bitou Municipal would benefit entrepreneurs. Due to current COVID regulations, only and assistance with project
Economic Development & Tourism 1 x entrepreneur is allowed in the development.
Department through their Tourism The resource centre is updated officer at a time.
Development Programme. regularly.You can also read
