Cape events to rake in 10-digit figures
The Western Cape will benefit from events this year generating billions of rand and promoting job creation.
|||Cape Town - The Western Cape will benefit from events and conferences this year generating billions of rand and creating much needed jobs for the province.
One of the first big events for the year will be this Saturday when horseracing and fashion enthusiasts from all over the country will descend upon Kenilworth Race Course in their thousands for this year’s J&B Met.
Economic Opportunities MEC Alan Winde said the Western Cape was ready for a bumper events season.
“We’re getting ready to welcome local and international visitors to our province. The events economy is a big revenue and jobs driver, and a vital part of the Western Cape’s tourism industry. Specifically for our smaller towns, events bring much needed stimulus to their economy.”
Winde said events had generated over R3 billion for the province’s economy between 2012 and 2014 and had attracted close to 300 000 visitors.
“These figures are great news for the tourism industry, which employs 204 000 people. As part of the Project Khulisa growth strategy, we have identified tourism as a key sector with the potential to add a further 100 000 jobs to the economy. The events economy will play an important role in reaching this goal.”
Eddy Cassar, from Eddy Cassar Public Relations and Promotions, said the impact the J&B Met has on the local economy was last measured about two years ago. He said it brought in around R18 million to the fashion industry and about R68m in general to the local economy. He said the horse industry at large is manpower heavy and employs about 12 000 people in the Western Cape.
“Besides the obvious, including hotel rooms, car hire, restaurants and other hospitality products, the impact it has on the local eventing, catering and entertainment industries is significant. However, significant impact is felt in the fashion retail sector, in a month which is traditionally regarded as the slowest of the year and a change of seasons.”
Cassar said traditionally the large retail stores introduce winter merchandise in early February and the J&B Met gives the smaller fashion boutiques the opportunity to liquidate stock ahead of the change of the seasons.
Cape Town Tourism chief executive Enver Duminy said events form part of Cape Town’s busy calendar and are a central part of the economy and of the city.
Duminy said the biggest event on Cape Town’s calendar in terms of tourism is the Cape Town International Jazz Festival which attracts about 37 000 visitors and comprises 50 percent local and 50 percent international bands.
“So, all we need to do is keep on coming up with clever ideas to get visitors coming here.” He said the annual economic impact of the festival amounts to R700m with Design Indaba and the Cape Town Cycle Tour bringing in R326.9m and R450m respectively.
Duminy said the easing of visa regulations will not make an immediate impact on visitor numbers as this would only be felt once changes are fully implemented.
“This will take time, especially since international visitors may plan visits long in advance. If they are travelling specifically for events, they would most likely have prepared in advance by booking for those events too.”
He said international visitors are coming to enjoy sporting events all year round, such as the Rugby Sevens, and are also here to study or to do business.
He added that the cricket test series in December coincided with massive growth in terms of visitors and expenditure in the city and the influence of such tournaments on the economy is significant.
“The city is one of only two long haul destinations to make the leading 10 destinations.
“Local businesses are combating seasonality like never before by providing travel experiences, packages and points of interest to appeal to tourists the whole year round. This will mean an increased focus on off-season events and attractions.”
Garreth Bloor, mayoral committee member for Tourism, Events and Economic Development said: “We have developed a track record as an events destination and the economic spin-offs from these events hold enormous benefits for the city and its residents.
“The direct economic impact through visitor and organiser spend is estimated at over hundreds of millions of rands an event and this year should be no different.”
Bloor said the weak rand will hopefully encourage more tourists to visit the city to not only attend large events but also extend their stay and enjoy more of what Cape Town offers.
“The ripple effect by way of job creation during events and after and the increased spending at our attractions and across the hospitality industry are a welcome injection. The Cape Town International Jazz Festival alone creates more than 2 000 temporary jobs.
“Our support for some of the big events, and many smaller local ones, is part of our strategy to attract even more events and to position Cape Town as the events capital of Africa.”
joseph.booysen@inl.co.za
Cape Argus