To 2010 and beyond.....

We live here, we know it and now the evidence has shown that the Eastern Cape is the second most popular travel destination in the Country, second only to KZN, perhaps our region is not the best kept travel secret in the world after all. Consult your crystal ball, with this and a little able assistance from the media I’m sure you are aware of a football match or two soon to take place around the country and in Port Elizabeth. Yes, the 2010 FIFA World Cup does warrant all the hype, it is simply so huge in all aspects that it dwarfs any other event of any nature we have ever experienced, as residents and beneficiaries of tourism income we should be making plans, big plans.

Do not be misled however, it’s not actually about 2010, a purple patch for the tourism and service industry during which time, all beds will be booked, Hotels humming and airports busy, the advantages should be leveraged into long term benefit. Millions of television viewers will be exposed to what South Africa is, our brand and what it has to offer. Like any good brand, it needs an identity and sub-brands to support it. MacDonald’s and their Big Mac, KFC and Colonel Saunders, South Africa and our flag, could the Eastern Cape become our Big Mac. Yes, we merely have to pick it up and run with it, grab this opportunity with both hands and we can convert this into a future asset and a sustainable income stream, the Eastern Cape can surely become South Africa’s Big Mac.

Marketing professionals in the tourism industry, our elected board members and our political leaders are being offered an opportunity that will quite simply never come again in our lifetime, an opportunity to offer the world our own Big Mac, a little KFC and a whole array of menu items to suit each and every taste. No doubt I preach to the converted when mentioning some of the best and most unspoiled beaches in the world, the Baviaanskloof, a world heritage site, the Addo national Park, the Wild Coast and the world famous sardine run. Explore our region, the Sunshine Coast, hours of sunshine even in winter, moderate climate, stunning golf courses, with East London Golf Club, Humewood and Fish River rated amongst the best in the country.

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It has been said that marketing is everything, also that everything is marketing. The costs of reaching the attention of the international traveller are high. Funds dedicated to this are limited, when our leaders are faced with a decision on the allocation of funds it must be extremely difficult to choose between a new school and a marketing campaign and this is where the dilemma comes, often experienced by big business as well, marketing programmes are often intangible items. Those who have had the privilege of international travel will have experienced the crowds queuing at the Vatican Museum in Rome, perhaps the Tower or Big Eye in London, imaging if we could attract just a portion of these to the Eastern Cape. The 2010 FIFA Soccer World Cup has created a low cost opportunity that we mustn’t allow to slip by.

The importance of seeking out every opportunity to market our own brand, the Eastern Cape, to local travellers and more importantly perhaps to the illusive international tourist, on television and directly as they come to experience what we have to offer cannot be overemphasised. Let’s all send them a message, let’s help to make their experience so enjoyable that they come back, again and again, bringing tourism income, creating jobs, building our brand, brick by brick with each and every one of us involved and committed. Marketing starts from within, it starts with believing in one’s product, having faith and pride and focussing on the little things, a friendly greeting, picking up someone else’s litter on the beach, driving within the rules, offering to carry the bag for an elderly traveller at the airport, simple and effective.

Into 2010…and beyond, together.

 Alan Hawkins - CEO