In an attempt to empower the Eastern Cape tourism industry, the Eastern Cape Parks & Tourism Agency hosted two stakeholder research feedback sessions on 19 and 20 September, in Gqeberha and East London, respectively. These sessions were primarily aimed to share recent tourism research updates on tourism performance and trends. In an industry which is rapidly changing and recovering, it is critical to reflect on Eastern Cape tourism performance and market research to aid data-driven decision-making and inform other strategic considerations to ensure operational and industry alignment.
As part of the panel of presenters, The Agency hosted guest speaker Refilwe Molatlhegi, an analytics specialist from South African Tourism, to share comprehensive findings of research conducted by South African Tourism in partnership with Statistics South Africa.
The comprehensive feedback report covered key findings relating to domestic and international arrivals, tourism performance and trends analysis for the international, national and provincial tourism landscapes. Some of the key highlights reported was the domestic performance of the Eastern Cape and reflected on the Province securing the number one tourism ranking as the most visited province in SA in 2021. The report further covered crucial information such as perception, sentiment and ranking of attractions and locations within the province. Findings and feedback highlighted the severe impact that COVID-19 had on the tourism sector and recent data reflected that the tourism industry is on a steady road to recovery.
The Agency also recently started to conduct its own market research initiatives and specifically shared market research results, for the second quarter of 2022, around destination perception and awareness amongst travelers and the public. The information shared was well received and stakeholders were further encouraged to participate and assist in securing and expanding the reach and sample sizes of these research initiatives. Stakeholders were educated on various communication channels, which the Agency utilises, to raise awareness on available ECPTA online information portals. To build and expand on recent destination rebranding initiatives, the Agency encouraged all stakeholders on the importance of provincial brand alignment. The branding focus of the sessions focused on the Brand SA alignment and a further call to stakeholders to co-brand and adopt the new destination brand with the objective of improving brand recognition and general buy-in.
The ECPTA destination development unit presented all tourism investment opportunities within the ECPTA-managed nature reserves. Content covered included key items relating to the concession planning framework, infrastructure developments and investments, commercialisation opportunities and a call for PPP collaborations.
The Agency is immensely grateful to all stakeholders who attended and participated in these stakeholder sessions. The feedback and inputs received showed the passion and commitment of the sector and stakeholders, as we collectively work together to rebuild our industry, recover and rethink how we ‘do tourism’ in the years to come.
