We evaluated the previous TDF and identified gaps, conducted an online stakeholder survey among a wide range of public and private stakeholders, interviewed key opinion leaders in tourism and conducted benchmarking with 5 other leading global tourism cities. Based on this we agreed a vision, growth scenarios and targets, growth principles, goals, strategies and actions. The TDF also contains an implementation action plan with success indicators.
The Tourism Vision for 2023 is: “Cape Town’s tourism economy to flourish, consistently recording above-average growth in revenues and employment, underpinned by environmental sustainability and community support for tourism.”. Given the challenges and opportunities highlighted and the vision and growth ambitions adopted, the TDF will pursue four strategic focus areas namely:
1. Reducing obstacles to growth; 2. Strengthening responsible tourism management; 3. Synchronised marketing; and 4. Visionary leadership.
Under the five goals there are 10 programmes and 25 activities. These deal with tourist transport, tourist safety, information mobility, improvement of key attractions, sustainable tourism management, integrated spatial planning, market expansion, air access, MICE development, cultural tourism development, community engagement, tourism partnerships and institutional strengthening.
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