Stellenbosch was highlighted as an international tourism destination at the recent Annual General Meeting held by Stellenbosch Publicity and Marketing (SPM), the entity responsible for administering the Stellenbosch Tourism levy.
SPM reported that, during the past fiscal year, more than R700 000 (€42 700) was made available for the tourism activities of Stellenbosch 360, as the town’s and region’s official tourism organisation.
In 2010/2011 only R116 132 (€7 083) was obtained from levies raised by members; last year’s amount increased to R733 000 (€44 688). The SPM grew from only four founding supporters to the 35 present members who all decided to obtain their 1% tourism levy contribution from their guests and to pay it over to SPM.
Craig Seaman, Chairman of SPM emphasised that the tourism levy had been the key element in enabling Stellenbosch 360 to market the town as a top international tourist destination and to initiate essential initiatives such as global trade visits and develop Stellenbosch in addition as a major conferencing and business tourism destination.
Annemarie Ferns, CEO of Stellenbosch 360, said the funding by SPM was essential for Stellenbosch tourism and enabled them to undertake and execute various activities for which no monies would have been available otherwise.
“SPM made it possible for us to present brand #Stellenbosch as a preferred global tourist destination to, among others, almost 400 American tour delegates and agencies specialising in tourism to the African continent. We were guests in 2015 and 2016 respectively at the Association for Promotion of Tourism to Africa (APTA) Conferences on the USA West and East Coasts,” said Ferns.
Members were also informed about the success of the first Stellenbosch Business Tourism Indaba and the #lovingStellenbosch campaign, which had a global impact, already achieving 77 000+ video views and a reach of almost 257 000.
Seaman concluded the AGM by saying: “More members will enable us to generate sufficient funds for a dynamic and viable long-term multilevel marketing campaign promoting our town and all its offerings to holiday, business and other travellers globally. To implement the tourism levy requires little effort, yet it makes an enormous difference to the scope of the marketing we can afford for Stellenbosch and to give us a competitive advantage.”
