Local events boosts Cape Town tourism sector

According to Matthew Cornall, GM of Pepperclub Hotel & Spa, the event is an extremely positive contributor to the South African tourism industry and once again gives the country an opportunity to showcase its wide range of offerings. "International events, such as the Cape Town International Jazz Festival, attract both local and international visitors, and result in a significant boost in terms of revenue for the tourism industry, the city and job creation."

Cornall points to the recent Cape Argus Pick 'n Pay Momentum Cycle Tour race, which is estimated to have an economic impact of R450 million for South Africa, and the Absa Cape Epic, which started earlier this week, is expected to generate approximately R218 million for the local economy.

Increased visitor attendance

The Cape Town International Jazz Festival has grown significantly since its launch in 2000. According to organisers, espAfrika, attendance figures have increased from the initial 14 000 to 34 000 over the last 14 years. Last year's amount is expected to beaten in 2014, with espAfrika announcing that 37 000 jazz lovers are expected to attend.

Cornall believes this number is only set to increase as a result of the attractive packages South Africa currently offers foreign visitors. "South Africa has always been an attractive option for travel, but due to the current weaker Rand and favourable exchange rates for international tourists, the country's affordability is even more appealing for such events."

He adds that Cape Town is increasingly becoming a popular destination to host international and local business, sporting and cultural events. "Following the successful hosting of the 23rd World Economic Forum on Africa and the 2014 World Design Capital, the city is continually gaining international and local recognition as an events and conference destination."

Local businesses to benefit

The increased visitor attendance for similar events have a positive knock-on effect for the country in terms of revenue and job creation, says Cornall. "The events hosted not only provide an opportunity to showcase our country and attract more visitors, but provides an additional boost for tourism in terms of revenue for facilities within the city that the event attendees make use of, such as local hotels and restaurants. This in turn, then also results in job creation."

Cornall adds that many small and medium enterprises also benefit from the increase of events. "The city's local businesses, such as catering companies, security firms, audio-visual engineers, media specialists and accommodation operators, all benefit in terms of revenue from the increased number of events being held in and around Cape Town."

He says that it is key to establish a sustainable event tourism industry in order to boost the sector as a whole, and to do that Cape Town needs to be continually positioned as an ideal location to host international and local events. "It is therefore important that the city continues to showcase its ability to host large-scale events successfully," concludes Cornall.