The document discusses responsible tourism and its potential for cities. It argues that cities should take the lead in responsible tourism as they are major tourism destinations that can shape perceptions of entire countries. Cape Town is provided as a case study, having taken steps to become a more sustainable and responsible tourism leader through initiatives like increasing green public transport and prioritizing low carbon emissions. However, responsible tourism is still considered niche and travellers often prefer traditional holiday experiences over responsible ones, so more work remains to be done to mainstream responsible tourism.

1. RESPONSIBLE TOURISM:
UNLOCKING THE POTENTIAL FOR CITIES
Mariette du Toit-Helmbold
CEO
Cape Town Tourism

2. What is the impact of tourism on our
fragile world and its people?

3. Our world is changing rapidly

4. World economic downturn

5. Tourism is fragile. World events have a
ripple effect on our industry

6. Many of our core markets are still
recovering from a recession

7. Overall growth in tourism
and long-haul travel

8. Generational shifts and a change in demographics

9. Increased urbanisation

10. Shortened time availability

11. Going 'green' and searching for fulfilment

12. Consumer desire for authentic experiences

13. 50% of the world’s population can no longer
see the stars...

14. The Use of Internet, Web 2.0 and Social Media

15. The moral dilemma of long-haul travel

16. People are questioning the
acceptability of flying long-
haul for recreational or leisure
purposes

17. Sustainability is no longer a nice to
have, but a need to have

18. It is now about the customer,
not the destination

19. Ethical consumerism has put
pressure from the travelling
public on tourism businesses to
be sustainable.

20. Responsible Travel is ‘about experiences,
fulfilment and rejuvenation’ rather than
‘places and things’ John King

21. Who are the Responsible Travelers?

22. “The quest of the
responsible traveller is to
learn, to be understanding,
to share, to contribute -
rather than to act as a
consumer who seeks
maximum gratification at a
minimum expense."
Rolf Wesche and Andy Drum
Good Alternative Travel Guide

23. USA: book well in advance and prefer
pre-packaged tours; luxury ecotourism is
the fastest growing sector for conscientious
U.S. travelers and is remaining relatively
strong despite the economic downturn

24. Germany: world's largest
outbound market, highly experienced
travelers who are most likely to
purchase carbon offsets, seek more
stimulating travel, expect tourism
companies to offer environmentally
and socially responsible products

25. Dutch: experienced travelers, very high
propensity (81%) to travel abroad and a
preference for sun and beach holidays.
They seek good quality and high value for
cost and are interested in responsible
tourism products and destinations

26. British: savvy, experienced and avid travelers,
who regard holidays as a necessity rather than a
luxury. View responsible and ethical travel as
important. Within the EU, the U.K. ranks just
behind Germany in visits to developing countries.
South Africa’s major source market despite
decline in outbound travel due to recession

27. Why should cities take the lead in the
Responsible Tourism journey?

28. Cities are defined as the “prism through which
countries are viewed”.
Cities are the new super brands of the 21st century

29. Cities have history, heritage and a future.
Cities are “Capitals of the Mind” and they have
the ability to become lead brands for countries,
therefore leading responsible tourism

30. CAPE TOWN: A CASE STUDY OF
RESPONSIBLE TOURISM MARKETING

31. ONE OF THE WORLD’S
MOST BEAUTIFUL CITIES, Forbes.com, 2010

32. Cape Town has exceptional diversity in a small geographic
area, making it a destination with remarkable potential
to be a leader in responsible tourism

33. ONE OF THE WORLD’S MOST SUSTAINABLE CITIES
Ethisphere Institute, 2008

34. THE WORLD’S TOP DESTINATION
Tripadvisor’s Top 25 Destinations in the World 2011

35. ONE OF THE PLACES OF A LIFETIME,
National Geographic, 2008

36. Cape Town tells the tale of two cities
Tourism has increasingly been recognised for its
potential to contribute to poverty reduction.

37. In a world where the story has become the unique
selling point, rather than the product, and where
people are yearning to get off the bus and immerse
themselves into the hearts and homes of people in
places with rough edges, we have an opportunity to
shape a new tourism destiny for our destinations

38. To be a great place to visit, Cape Town must
first be a great place to live

39. We will conserve only what we love, we will love
only what we understand, we will only
understand what we are taught. - Baba Dioum

40. It is time to redefine Cape Town beyond the
well-known beautiful stereotypes

41. A destination is a place where people want to be.
It is a special place, it is more than just bricks and
mortar; it is a place whose greatest assets and
experiences occupy people’s minds and hearts

42. Cape Town is in the process of rebranding We are
developing a a multi-dimensional city brand that
will provide a holistic view of Cape Town
incorporating business, education, the arts,
creative industries, human capital and tourism.

43. Cape Town’s brand must tell the real Cape Town
story and capture the hearts and imaginations of
a world bombarded with choice and homogeneity

44. It is cities with the confidence to define themselves in
the minds of their markets and own citizens that
stand out from the rest

45. Cities of the future will deliver something
different; they are not defined by their
size alone but by their ability to capture
the imagination and define themselves as
being the best at something
We are committed to be defined by our
Responsible Tourism offering

46. The World Cup assisted Cape Town in
furthering plans towards becoming
benchmark sustainable, responsible city

47. Low carbon emission public
transport, green spaces and
low energy solutions are all
being given top priority by
the City and its tourism and
business stakeholders

48. If we are to successfully
continue to grow our
tourism sector towards
job creation and skills
development, we have
to protect the very thing
that has created tourism
demand; the
environment and our
local communities

49. Sustainable practice and responsible tourism
govern all our marketing strategies

50. Responsible Tourism should be the very essence
of our product offering and not a stand-alone
category of experiences

51. Responsible Tourism is still considered
niche and not the norm

52. Travellers want a holiday, not a guilt trip.

53. Very few are prepared to pay
more for a responsible
holiday experience.

54. Green-washing is on the rise

55. Opportunity to develop a wider range of tourism
experiences and extend economic benefits

56. There are
many success
stories to
celebrate and
share with the
world, but our
journey has
only started

57. CONTACT CAPE TOWN TOURISM
info@capetown.travel
www.capetown.travel