"We turned the corner, from a backward looking, internally focused and fragmented industry into a broad-based inclusive sector focused on delivering great service and value for money against the most marvelous backdrop in the world."
She went on to say that "In recent years, we have been governed by the Western Cape Tourism Act of 1997, which created duplication. The 1997 Act gave all tourism powers to the Western Cape Tourism Board, ignoring the role of government. It provided for Regional Tourism Organizations (RTOs) and Local Tourism Bureaux (LTBs), without clear role differentiation. All these structures were expected to perform similar functions.
"The old Act was outdated in that it actually prevented a collaborative approach, resulting in a lack of a common vision and implementation between the players which kept us squabbling amongst ourselves and severely limited tourism growth," said Minister Witbooi.
Alderman Mandlenkosi Sitonga, Executive Councillor responsible for Economic Development and Tourism in the City of Cape Town, said "The 1997 Act had been prescriptive, and dictated to local government how they should run tourism. It did not respect the autonomy of the local sphere of government. As it was finalized prior to the transformation of local government, it was no longer appropriate and had to be changed."
He added "If we are serious about sustaining our position as destination leaders on the African continent, we need to change. The new Act is about transforming us into the future. Unless we change now, we will continue getting what we have had to date."
According to Minister Witbooi the Act is strategy driven. It will assist in preventing regional turf protection. It will enable province, city and regions to share expertise. It will allow the destination to package strengths that will offer better tourist experiences.
Importantly, it will ensure that the products from the previously marginalized areas are interlinked into the market value. Together the business case for working together will add more marketing value, which will increase the benefits for the communities at large.
After a very wide consultative process, sufficient consensus was been reached with respect to the need for a new Act to replace the current 1997 Act. However, it is clear that not all municipalities can afford to contribute funds to the DMO. Others are waiting to see if the DMO is successful. The plan is to continue to communicate the need for co-operation.
The Minister urged the rural municipalities to become actively involved in the joint marketing of tourism: "We trust the DMO will bring everyone on board, irrespective of financial contribution in the short term, but municipalities and rural product owners should be making funds available in their forthcoming budgets. We are sure this strategy is going to work for us all. The bus is leaving, don't miss this opportunity!"
Alderman Sitonga praised the cooperation between the Province and the City saying that both spheres of government had gone the extra mile to incorporate and address public concerns in the development of this legislation.
As a further step in the consultative process, the trading name for the DMO will now be determined through a prescribed consultative process. "We have the marketing strategy. We have the enabling legislation. We have an experienced Board. We have a dynamic CEO. We are ready to go - together!" he said.
In conclusion, the Minister thanked all those who had been involved in this long process. "It started long ago in 1999 with the recommendations of the Strategic Advisory Team chaired by Mr Hennie Taljaard and went on to the White Paper for Tourism in the Western Cape in 2001. In 2002, the Integrated Tourism Development Framework (ITDF) was finalized. In 2003 a Draft Marketing Framework for Tourism was finalized after the two task teams, appointed by the City and the Province, reached consensus. That consensus between the two biggest funders of tourism - the City and the Province - resulted [to] in the formation of the Cape Town Tourism and Events Company (the CTTEC) the predecessor in law to the DMO. And now we look forward to everyone joining in to grow our tourism cake for the benefit of all."
- The Act gives clear role definition between government and the public entity, the Destination Marketing Organization (DMO). It recognizes the developmental, regulatory and transformation responsibilities role to be played by government.
- It recognises marketing as a highly competitive field that requires skill, expertise and experience - more than bureaucratic procedures.
- While the DMO is to be a marketing agency, it will also have amarketing transformation responsibility. It will support new comers toaccess markets, it will identify new markets and products to stimulate tourism growth and assist government in leveling the tourism playing fields.
- It will have a representative board, advisory committees and structure and will adhere to broader transformation objectives as prescribed by government.
The Act specifically ensures that the Board and its staff are reflective of the provincial demographics (race and gender) and geographic (urban-rural) spread. The Act embodies private public partnership and cooperative governance between the different spheres of government.
The new Act makes provision for advisory committees for leisure and business tourism, for events and new product development. Most importantly, it will enable a properly resourced Visitor Information Network to be established to link and promote visitor information services across the province, including the City.
Finally the Act emphasizes good corporate governance for the DMO through compliance with the 1999 Public Finance Management Act.
Jointly issued by:
Joyce Witbooi
Western Cape Minister of Tourism and Gambling
&
Alderman Mandlenkosi Sitonga
Executive Councillor Economic Development and Tourism, City of Cape Town
Hélène Rossouw
Cell: 082 771 8834
