Tourism eBusiness Project Update

PGWC & CTT

“Working together – Learning together”

23 October 2003

• Improved systems for joint marketing & working together- no common work practices and systems at present

• Provide effective, efficient and friendly service to visitors- service increased number and expectations of tourists

• Realise new market opportunities via new channels and to sell more tourism products- not replacing other promotions, in addition to and working with

• Ensure competitiveness for destination- compared to other provinces and areas worldwide

Why?Why?

• Enhance the performance and productivity of the resources invested in the region’s Tourism structures- provide a set of information and business tools, with training and support to benefit from economies of scale and increase in skills

• Level the playing field, ensure entry and continued promotion of emerging entrepreneurs- cost and effectiveness of internet as promotion medium

Why?Why?

• Main contract signed between WCTB (project manager) and technology provider, Tiscover in July 2003 - Austrian specialist provider of DMO information management and marketing software - licenses- ASP therefore hosting, backup and support- Web design- System implementation and some customization- Core training

• Local Service Provider is WCape BEE company, Software Colors- local training provider- hardware and connectivity support- specified content transfer- specified template setup and design for towns and regions- Business process improvement project

Contracted?Contracted?

• Offered to

Province and City TOURISM, EVENTS and CONFERENCE promotion agenciesall RTOsall LTBs with associated membership system

• Status

WCTB, CITY, EVENTS, MICE are YESRTOs - all are YESLTBs - 51 YES, 7 AWAITING, 12 UNABLE, 5 MISSIONS = 75

• Group one

EVENTS, WCTB, CITY, MICEOVERBERG, WEST COAST, GARDEN ROUTECAPE TOWN, FRANSCHHOEK, STELLENBOSCH, MONTAGU, KNYSNA, MOSSEL BAY

Scope?Scope?

What? Levels of the What? Levels of the systemsystem

INFORMATION MANAGEMENT

INFORMATION DISTRIBUTION

CUSTOMER MANAGEMENT

BUSINESS TOOLS

Partnerwebsite

Central DB

Product/servicewebsite

Townwebsite

Regionwebsite

Provincewebsite

Themewebsite

Dist. channelwebsite

What? Multiple channelsWhat? Multiple channels

First phase functionality – August to March 2004• Customer focused website for promoting Cape Town and the

Western Cape as a Tourism, Conference and Events destination.

• Customer focused websites for group 1 towns and regions.

• Updated content, images and look-and-feel aligned with the brand and marketing strategies

• Information management tools

• Agreed and common businesses processes to support core business functions, especially accommodation booking

• Information distribution system and key distribution channels

• Training for office staff

• Online booking capabilities for accommodation members

What?What?

Second phase functionality – March to July 2004• Further development of key marketing theme channels

• Setup and training on customer relationship marketing (CRM) database

• Online LTB accommodation booking centre tool

• Agreed common business processes for the use of the booking tool and distribution of commissions.

• Group 2 implementation

What?What?

Third phase functionality – July to October 2004• Group 3 implementation

Setup and training for:

• a digital image database

• press management tool

• DMO eNewsletter tool

• DMO intranet – eg joint marketing projects

What?What?

• Technical setup including database structure- Specification of database fields and region tree in progress – signoff end of October 2003- consultation with group one

• Website design- Specification of content and functionality of LEISURE, MICE and EVENTS website for CTT and WC end October 2003 - Tiscover- LTBs and RTOs start in early Febuary 2004 – SC

• Content creation- work with eMarketing coordinator- LTBs and RTOs start November 2003- EVENTS, MICE and CT/WC started

Status – Status – workstreamsworkstreams

• Content transfer- by SCC, internal team and technical transfer of listings- LTBs and RTOs start in early Febuary 2004- EVENTS, MICE and CT/WC start 15 Dec 2003

• Domain names, email & Website hosting- Final domain names not finalized- email and domain name strategy proposed- sites hosted in Austria

• Business process improvement- by SC- Focus on business processes eg booking, membership, info mment etc - Generic business processes for all tourism promotion organizations- Focus on group one

Status – Status – workstreamsworkstreams

• Training of staff- Working with SCC and internal capacity building- EVENTS, MICE and CT/WCTB 15-19 December, 19-23 Jan 2004- LTBs and RTOs February 2004- Training readiness to be done- Training in Cape Town or Knysna- Number of people per course and number of courses

• Training of accommodation members- Working with SC and internal capacity building- Approach and dates to be finalized

• Internet connectivity and hardware assistance- Provided by SC- Confirm that Internet and hardware costs to be covered by organization- discuss requirements for hardware and connectivity

Status – Status – workstreamsworkstreams

• Booking commissions- Real system for joint marketing- Introduces complexities, sharing commissions, less revenue, timings of revenue, impact on cost of sale- all need to be resolved before implementation- will be asking for figures, annual reports and asking lots of questions to get the best system in place.

• Membership system- Working together to get the details right- Minimum requirements implementation- Allocating 10% from July 2004- Preparation of co-operation agreement

Status – Status – workstreamsworkstreams

• Industry readiness to takeup online marketing and business benefits

• Bandwidth speed and costs

• Change management issues

• Funding from Local Authorities for hardware & connectivity

Issues for discussionIssues for discussion