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January 8, 2019

Sub-Saharan Africa: Wesgro Launches ‘Nowhere Does It Better’

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Cape Town will always remain an iconic global destination,” says SA Tourism CEO Sisa Ntshona. “Through the difficult times over the last 18 months, we have displayed resilience and a willingness to challenge ourselves in coming up with innovative solutions to address the drought.”

Wesgro’s destination marketing unit launched the #NowhereBetter campaign in mid-November. After significant negative messaging, the local tourism industry received a blow and international arrivals declined in 2018 when compared with the previous year. Government and key tourism stakeholders came together in an historic first to devise a plan to put the province back on the international tourism consideration list.

Showcasing the breadth and depth of various activities within the Western Cape and the proximity these are to one another the globally focused, white label, marketing campaign is comprised of compelling video's showcasing the extraordinary offering in the destination.

Says Judy Lain, Wesgro’s Chief Marketing Officer for Tourism: “The purpose of this campaign is to re-ignite people’s passion in the destination. We need to go back to basics and remind people why we are great and why they need to come and visit us!”

The recovery plan is not a ‘silver bullet’ solution to a complicated problem, but it is an active response and hopes to create a meaningful impact. Industry stakeholders can download the complimentary marketing assets from www.nowherebetter-campaign.com, while interested visitors get an overview of the destination at www.nowherebetter.co.za.

“Tourism is a vital sector in the Western Cape economy, sustaining over 300 000 direct and indirect jobs. In the same way this industry came together during the worst of the crisis, it’s come together again as we find solutions. This campaign, funded from across the various spheres of the industry, is a reminder of everything the Western Cape and Cape Town have to offer,” says Beverly Schäfer, Minister of Economic Opportunities.

“What I truly love about the campaign is that it is a positive and ingenious way to reposition the Cape after the damage the water issue did to tourism to the region. The campaign is underpinned and funded by a strong collaborative base of the public and private sectors. I hope this can act as a catalyst for a long-overdue national campaign that seeks to reposition South Africa as a cool place to come to for a holiday,” says David Frost, CEO of SATSA.

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