Nelson Mandela Bay Tourism anticipates an increase of more than 12% of tourists to the Bay, which was seen in the past two summer seasons. “The growth in tourism is evident in the high occupancy levels at accommodation establishments and in the increased number of foreign tourists, especially during peak seasons like summer,” says Connie Buso, spokesperson of the Nelson Mandela Bay Tourism.
“Nelson Mandela Bay, incorporating Port Elizabeth, Uitenhage and Despatch, is known for the quality of the lifestyle offered and as a value for money holiday destination,” adds Buso.
The Nelson Mandela Bay Tourism and Eastern Cape Tourism Board Summer 2006/7 Research Survey shows that 49% of tourists chose the Bay as their holiday destination due to the spectacular coastline. Furthermore, it was found that 26% of tourists spend on average R500 per day in the region, positively impacting on the economic growth of the Bay.
“An important factor contributing to the upsurge in tourism is linked to the Nelson Mandela Bay brand development initiatives. It has had a significant impact on the tourism growth, especially on the domestic front. The Summer campaign, which was launched in 2005, aims to generate greater interest and awareness of the area. The campaigns, conceptualised by Boom Town Advertising, have therefore been instrumental in establishing the Bay as a destination of choice amongst tourists.”
Chief Executive Officer of Nelson Mandela Bay Tourism, Fezekile Tshiwula says, “Boom Town initially presented the ‘Free’ campaign over two years ago and we have enjoyed the way they have kept consistency and clarity in each campaign. We have done the same for Easter and Winter campaigns too. It is the only way to successfully position the Nelson Mandela Bay brand.”
Several marketing experts, such as Philip Kotler, co-author of Marketing Places and Simon Anholt, author of the Anholt City Brands Index, state that destination marketing succeeds when the expectations of tourists, new businesses and investors are met upon visiting the destination. An important principle emphasized by both is that promoting a destination’s values and image, allows for potential tourists to become fully aware of its distinctive advantages.
Boom Town Creative Director, Glen Meier explains that the agency developed the brand in line with these international best practice standards. “Boom Town has a passion for the Eastern Cape and a passion for destination branding. It is challenging but very rewarding to be involved in this type of brand development. We are looking 10-15 years into the future and constantly imagining what this city is becoming.”
Tshiwula adds that, “The strong relationship with Boom Town Advertising has a correlation to the growth of tourism in the area - the agency is constantly devising strategies and campaigns geared towards attracting more visitors to the area.”
For the past two summers, the campaign has conveyed a feeling of total relaxation, while at the same time drawing attention to the open spaces, simple pleasures and unlimited choices open to visitors of the Bay. The essence of the campaign is freedom to experience the best that life in Nelson Mandela Bay has to offer.
The Bay is known as the Friendly City by many of its residents and visitors. In the summer of 2006/7 a total of 42% of tourists surveyed confirmed that the Bay is living up its nickname. It is regarded as the gateway to the scenic Eastern Cape and is South Africa’s fifth largest city in terms of population, estimated at 1.5 million, and the second largest in terms of area. In addition it received the “Cleanest Metro in South Africa Award” in 2002 and came second in 2007 after Cape Town.