Tourism police recruitment call as Joburg Rocks

Positioning Joburg as a leading lifestyle destination with plenty on offer to host, accommodate and entertain visitors - and entice them to spend more time in the city - the campaign includes a call to action, inviting participation and co-branding opportunities with players in the tourism, travel and hospitality sectors.

In line with the Johannesburg Tourism Company's strategic objectives - which include transformation, increasing visitor spend, stay and geographic spread - the campaign positions Johannesburg centre stage to leverage off the 2010 FIFA World Cup.

Non-traditional source markets

"We want to leverage off the event to capture non-traditional source markets, sustain them as repeat visitors, while also influencing industry players to contribute towards service excellence and memorable experiences," said Johannesburg Tourism Company CEO Lindiwe Kwele.

She explained that the Joburg Rocks campaign has three objectives: "Firstly, we're working to position and elevate the profile of Johannesburg and our key products to our core target markets both nationally and internationally; secondly, we're endeavouring to increase both domestic and international tourism flow to Johannesburg. As flights now become cheaper and more accessible, this national campaign will specifically target domestic visitors to the city. Thirdly, we want to secure maximum return on investment for all Johannesburg Tourism shareholders and sponsors, so that they can benefit from this exciting seasonal promotion."

Ultimately, the overall campaign objective is to provide both national and international visitors, as well as locals, with a plethora of options and attractions that they can experience whilst in Joburg.

"After the 90 minutes of the game are over, we want everyone to 'Rock in Joburg' and experience first hand the variety, vibrancy and warmth that Joburgers pride themselves on," said Kwele. "By partnering with players in the business, tourism and hospitality sector, we will succeed in amplifying the Joburg brand even more."

Tourism police cadets

Kwele has also announced a far-reaching collaborative initiative with the Johannesburg Metro Police Department (JMPD) and the City's Department of Economic Development, which will be coming to fruition in time to meet the tourist and visitor demands of the World Cup.

The project will have the first batch of skilled tourism cadets working at key tourist points around the city, like the Vilakazi Precinct in Soweto, where high volumes of tourists are expected. Sourced from the unemployed youth and previously disadvantaged communities, the 200 cadets are undergoing training in safety and security by the JMPD, while their exposure to tourism requirements and service expectations is being facilitated by the JTC.

"This is an exciting initiative in keeping with the objectives of the nodal tourism developmental framework, designed to ensure efficient tourism development and availability of tourism services," explained Kwele. Moreover, it contributes to the visible policing efforts of the city, in order to ensure memorable experiences for our visitors.

Call for volunteers

She explained that the Tourism Cadet Project is part of the JTC's strategy to create and maintain a safe, tourist-friendly city during the 2010 World Cup and beyond. "JTC recognises that the 2010 FIFA World Cup offers an opportunity for us to contribute to our city's sustainable growth, job creation, transformation and redistribution drives - initiatives that will ensure that perceptions of Johannesburg as a destination change forever. The hosting of the games provides the tourism sector with an added opportunity to elevate service levels to the world standards."

Kwele explains that the Tourism Cadet Project evolved when JTC requested that in addition to the extra 2000 staff the JMPD will be employing to ensure the successful hosting of the World Cup, they also employ safety and security cadets as additional officers to cater specifically to the needs of tourists. The cadets will be managed by JMPD, receiving ongoing training and monthly stipends from the city's Department of Economic Development's EPWP funds. This is a five-year programme. People who are interested in participating, should contact the JMPD directly.