Gastronomy, golf, halal, sustainability: Wesgro launches digital 'playbooks' to boost tourism

Tracey Lange speaks to Wesgro's Chief Tourism Officer Monika Iuel about the Digital Playbooks that’s been created for the Tourism sector.

Wesgro, the official tourism, trade, and investment promotion agency for Cape Town and the Western Cape, recently unveiled an innovative suite of digital resources called "Playbooks" - just in time for Tourism Month.

These Playbooks, available through the Wesgro website, offer a comprehensive collection of digital assets around some of the iconic visitor experience themes the province excels at—and include itineraries, maps, images, videos, and blogs—designed to bolster the marketing of Cape Town and the Western Cape as a premier travel destination.

The resources are freely accessible and can be repurposed by the tourism industry value chain to promote the region’s diverse attractions and experiences to both local and international audiences.

Wesgro developed these destination Playbooks to address key challenges the tourism sector globally and locally is facing since the pandemic.

Destinations that are easily packaged and understood are preferred by an industry that is pressed for time, and accessing information digitally is key.

As the industry evolves rapidly, there is a pressing need for accessible marketing resources, especially for newer operators.

The Playbooks aim to close the knowledge gap through the promotion of the region and their offerings, by providing detailed information and enhancing the understanding of the destination’s unique experiences.

The Playbooks are organised around key themes:

• Gastronomy (showcasing unique culinary traditions and local dishes)
• Golf
• Halal Tourism
• Sustainability

The themes, aligned with the Western Cape Government’s Tourism Blueprint, are designed to highlight the region’s strengths and provide the tourism sector with ready-to-use content that streamlines marketing efforts.

Tourism plays a key role in the economy of Cape Town and the Western Cape, contributing approximately 10% to the region's GDP.

The area is renowned for its diverse attractions, including pristine beaches, iconic landmarks, world-class wine regions, and vibrant cultural festivals, making it a highly sought-after destination for both domestic and international travellers.

The introduction of the Playbooks is a strategic move to strengthen the sector, ensuring that it remains competitive in the global market by equipping industry professionals with the tools they need to effectively promote the region, according to Wesgro CEO, Wrenelle Stander.

Stander stressed the importance of collaboration between the public and private sectors in promoting the region. 

“We believe that effective marketing of Cape Town and the Western Cape requires strong partnerships with the private tourism sector. Our destination Playbooks and trade toolkits are designed to boost the visibility of our region’s unique offerings, bridge the skills gap, and make marketing efforts more efficient. By providing these easily accessible digital assets, we aim to strengthen our tourism industry and maximise its economic impact."

- Wrenelle Stander, CEO - Wesgro

Dr. Ivan Meyer, the Western Cape MEC of Agriculture, Economic Development and Tourism, highlighted the importance of embracing digital tools in today’s competitive tourism landscape. 

“Tourism is the lifeblood of Cape Town and the Western Cape, driving economic growth and showcasing our rich cultural and natural heritage. To reach a global audience and stay competitive, we must leverage digital media. The Playbooks will not only enhance the visitor experience but also ensure that our region remains a key player in the global tourism industry, attracting more travellers and supporting sustainable growth."

- Ivan Meyer, Western Cape MEC- Agriculture, Economic Development and Tourism