The competitive strategy positions Breedekloof as a the Heart of the Cape Winelands given its central location in the Cape Winelands District Municipality and the true South African hospitality of the area. The brand is centred around the area offering visitors a "time to breath" due to the relaxed, natural beauty of the area, the value for money it offers and the true South African hospitality on offer. The strategy will be driven by a continuous chain of events underpinned by a year-round marketing program, packaging of cycling and hiking routes and improved customer services and experiences
Breedekloof Wine and Tourism (BWT) is a private sector partnership, established and funded by the wine cellars and tourism businesses in the Breedekloof Wine Valley. The organization is an excellent example of private sector commitment to socio-economic improvement. The area is at the entry stages of tourism development and although BWT has during recent years made much progress in developing tourism it now needs a new thrust for expanding the industry. We conducted a confidential electronic survey among members and also personally interviewed about 35 members to gain an understanding of the opportunities and challenges facing the organization in its mandate of promoting Breedekloof as a wine-tourism destination of distinction. The strategy clarifies the vision, mission, ojectives and growth targets of BWT and establishes the strategic foundations i.e. the competitive positioning, brand identity and target markets. It focuses on 3 core goals, namely product development, promotion and acting as a mouthpiece for members. Nine implementation thrusts are recommended, the most important being the activation of a year-round calendar of winetourism events, a continuous promotion program and the packaging of outdoor cycling and hiking routes.
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