The Western Cape Government has announced the first of its international tourism campaign to encourage German business and leisure travelers to “Soweit weg fuhlen” (“get that faraway feeling”) by booking their next trip to Cape Town and the Western Cape.
The Province seeks to rebuild its tourism sector and economy which was hard hit by the Covid-19 lockdown.
It’s no secret that the German market have been in a long-distance relationship with the Western Cape for quite some time with well over 129 000 tourists from Germany visiting the Western Cape in 2019.
The Western Cape Governments “We Are Open” campaign, was launched at the end of August and was initially targeted at domestic tourists, but it was designed to be adaptive. The campaign is now being expanded for international visitors, starting with a first phase targeted at the German market which will be followed by other markets in later phases.
Primarily a digitally-led campaign, the creative elements for the international campaign will highlight popular outdoor activities relevant to the target market and show them in the context of the unique wide-open spaces the province have to offer, and which are sought after in the Covid-19 world. The campaign will also include in-market events led by Minister David Maynier and a small delegation from Wesgro.
With 33 blue-flag beaches to bask on, over 22 protected nature reserves, thousands of kilometres of hiking trails and over 400,000 square kilometres of semi-desert – the Western Cape is ready to welcome back visitors safely. Boasting 20 wine routes, sprawled over 5 regions and over 92 067 hectares, or, if you’re longing for a beer, you’ll be pleased to find that the Western Cape has become a mecca for craft beverages too.
David Maynier, Western Cape Minister of Finance and Economic Opportunities said:
“Cape Town and the Western Cape is open! With our unique wildlife, rich cultures steeped in heritage, and world-class cuisine, re-ignite your passion for discovery in our six breath-taking regions. Come visit us and experience the world within one province. We can’t wait to welcome back visitors from near and far!”
“We are ready to welcome the world back safely and responsibly! Europe has and always will be an important market for us as they are familiar with our world-class local tourism products and well-priced with our favourable exchange rate. We look forward to welcoming back the German market which we believe will have a positive economic impact on our local tourism sector,” concluded Wesgro CEO, Tim Harris.