CAPE WINELANDS SHOULD BE TARGETING DOMESTIC AFROPOLITANS FOR GREATER GROWTH, SAYS EXPERT

Cape Point

“Cosmopolitan Africans (*Afropolitans) could boost the annual South African economy by more than R2 billion and grow tourism. That is if they are given appealing reasons to travel within the country,” says Jerry Mabena, CEO of Thebe Services that owns the Thebe Tourism Group.

Mabena will be telling delegates just how this can be achieved at the upcoming Business of Wine & Food Tourism Conference, taking place at Spier Wine Estate in Stellenbosch on 20 September.

His various qualifications, including a degree in industrial psychology and economics from Rhodes University, have equipped him well in his integrated, strategic and forward-thinking approach to business. He has held senior executive positions at Telkom, Kagiso Exhibitions and Events, as well as the Thebe Investment Corporation. His career started at Unilever as a graduate trainee.  In his current capacity as CEO of Thebe Services Division, Mabena looks after Thebe Investment Corporation’s stake in organisations such as the Thebe Tourism Group that owns Club Travel, Cape Point Concession and Tour D’Afrique, as well as Kaya FM, the 2017 commercial radio station of the year, also known as the home of the Afropolitan.

Dusk in Paarl

Afropolitans are global in their outlook, straddle the divide between African and Western cultures, and have the disposable income for travel, yet they are largely ignored by the local travel and tourism industry, he contends.

“South African Afropolitans, who are part of the post-Struggle generation, are sophisticated consumers plugged into global trends.  They have the means and appetite for travel and discovery.  As with any other Millennials, they are digitally connected, value experiences over commodities, are knowledgeable about wine and fine dining and are waiting to be targeted.  Why are travel marketers ignoring these high-income earners who could also potentially serve as ambassadors for brand South Africa? Cape Winelands tourism providers should be going out there to find out how to talk to Afropolitans and give them what they want.  And when they get it right, the knock-on effect for the individual rural Winelands economies will be significant.”

The Business of Wine & Food Tourism Conference, now in its second year, is convened by seasoned travel and tourism specialist, Margi Biggs.

Margi Biggs

She says that this year’s forum will include a range of top speakers, in addition to Mabena. Other big names are CEO of SA Tourism, Sisa Ntshona; Don Shindle, an expert in customer service from Napa, California’s renowned wine tourism epicentre; Dr Robin Back, a US-based academic who conducts wine tourism research in both South Africa and the US; as well as world-renowned US lifestyle TV personality, Andrea Robinson, one of only 23 female Master Sommeliers in the world.

Robinson’s address will cover festival sponsorships and themed wine region promotions for Delta Airlines’ Sky Club.

Biggs says delegates will come away with new insights on customer experience and loyalty. The programme will also cover such topics as virtual reality, food chain sustainability, attracting new markets (even within South Africa), and PR trouble shooting.

Biggs believes that travel and tourism can potentially contribute significantly more than it currently does to South Africa’s national GDP.  The World Travel and Tourism Council (WTTC) has calculated that last year, the direct contribution of the travel and tourism sector to the South African economy was worth R127,9bn, accounting for 3% of the country’s GDP.

Trainees and professionals working in the Cape’s wine, food and tourism industries are encouraged to register to attend the conference. A fee of R3 950 (excl. VAT) per delegate will apply, up until 18 August.  Special discount is available for SAACI, SATSA, SITE and Cape Town Tourism members on request to specialt@iafrica.com.

For more information on the conference, or to register online, visit www.wineandfood.co.za.   

* The term, “Afropolitan” was coined in 2005 by author and photographer Taiye Selasie.

 

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Wine and Food Conference to show how to grow Loyalty and Revenue for Cape Tourism

 

The World Travel and Tourism Council (WTTC) has calculated that last year, the direct contribution of the travel and tourism sector to the South African economy was worth R127,9 billion, accounting for 3% of the country’s GDP.

Margi Biggs

Commenting on the WTTC findings presented in its recent 2017 Economic Impact Report, Margi Biggs, convenor of the upcoming The Business of Food and Wine Tourism Conference, set to take place in Stellenbosch in the spring, said:

“The good news is that the council has projected the sector’s contribution to domestic GDP will rise by 2,7% in 2017, a very welcome increase given the subdued state of our local economy.”

A seasoned travel and tourism specialist, Biggs contends that travel and tourism can contribute still further to the national GDP, “provided we, as an industry, take note of new trends in consumer spending, behaviour and priorities to make our food and tourism offerings more compelling and more competitive, while upping the standard of our execution and service delivery.”

“If we get it right, the impact will be substantial.  It will help to build skills, create economic opportunities and reduce unemployment, generating greater prosperity for more South Africans.  We have all the right ingredients: beautiful locations, a growing reputation for world-class food and wines, and friendly and welcoming hospitality staff.  We just have to finesse what we are doing with the technology and research we now have at our disposal, while applying new thinking to marketing and problem-solving.”

 

She said the annual conference, now in its second year, would be presented by a selection of international and local tourism specialists and would focus on best practice and how to improve the customer experience. An important feature of the forum would be the various ways in which wine and food impact customer loyalty.

“There is a growing view internationally that customer experience will ultimately drive more loyalty than complicated point-based programmes and schemes. We need to take note.”

Amongst this year’s keynote speakers is CEO of SA Tourism, Sisa Ntshona. His address will explore how the food and wine experience can promote South Africa’s competitive advantage as a tourist destination. Included in the line-up of international speakers are Don Shindle, an expert in customer service and GM of the Westin Verasa Napa in California’s renowned wine tourism epicenter. World-renowned TV personality, Andrea Robinson, one of only 23 female master sommeliers in the world will also be there. Dr Robin Back, a South African-born, US-based academic who conducts wine tourism research in both South Africa and the US will be looking specifically at the impact on loyalty of cellar door visits. The programme will also cover such topics as virtual reality, attracting new markets, and PR trouble shooting.

The conference takes place at Spier on Wednesday, 20 September.

For more information on the conference, or to register online, visit www.wineandfood.co.za.

Early Bird registration is now open at a fee of R2 950 (excl. VAT) per delegate, and ends on 12 June. The standard cost per delegate is R3 950 (excl. VAT), and ends on 18 August.  If you register and pay after 18 August, the cost rises to R4 500 (excl. VAT) per person.