The Pepper Club Luxury Hotel & Spa in the Cape Town has reported that it is seeing a marked increase in the number of guests from India, China and Japan.
Visitors from China increased from 8% in August 2010 to 10% in August 2011. During the same period, visitors from India increased from 2% to 15% and visitors from Japan increased from 2% to 7%. The hotel’s African visitor figures also showed a marked increase from 3% in August 2010 to 6% in August 2011.
These figures lend support to the view that markets, such as South America and Asia, that have not traditionally been seen as fertile for South Africa offer huge potential. National tourist numbers from South American and Asia showed double-digit growth in the first quarter of this year.
Bruce Deneys, director of sales and marketing at the Pepper Club, says: “This steady growth in our foreign visitor statistics shows that post the 2010 FIFA World Cup, despite the global downturn in travel, emerging markets are still seeing value in South Africa as a preferred travel destination. This is an encouraging sign for the industry and should lead to positive knock-on effects.”
Deneys says that local hospitality establishments should embrace this business by evolving their marketing stance towards emerging territories. “Traditionally, South African hospitality providers have focused on mature European target markets such as Britain and Germany, but emerging economies such as China and India, as well as territories in South-East Asia and Eastern Europe are now showing significant growth.
Competition from countries such as Australia and USA is also fierce and the key for local providers is to tailor attractive accommodation packages that showcase South Africa’s uniqueness as a travel destination, but also cater to specific cultural needs.”
He says that Pepper Club has already seen an increase in visitors as a result of its efforts to attract these markets. “An example of Cape Town’s success is China recently naming Cape Town as ‘The most preferred tourist attraction for the Chinese in 2011’ as part of the Global Tourism Thermal List campaign organised by the World Travel Broadcasting Union and Radio Beijing Corporation. Annual Chinese arrivals to the Western Cape have also doubled from 20 724 in 2008 to 41 532 recorded for last year.
South Africa and specifically Cape Town is at the moment receiving great international exposure and we are expecting to receive increased interest from emerging market territories in the last quarter of 2011 and throughout 2012,” Deneys says.
The picture above captures the view that guests at The Pepper Club will enjoy from the roof of the hotel.