Culture and Heritage Tourism is identified as a major and growing market locally and internationally
17% to 35% of all travel in the world is cultural and heritage motivated
Travellers are becoming more environmentally and socially aware and appreciative of unique heritage destinations and experiences

Broader challenges for Cape Town as a destination to realising its potential
• Socio-economic inequality (Gini coefficient 0.73, USA = 0.45)
• Infrastructure largely private vehicle dependent
• Energy and water insecurity is a problem
• Unemployment levels are high (16.8% officially, 2007)
• Continued urban migration

CT is well endowed with rich cultural and heritage resources and its attraction as a tourist destination is largely based on its unique environment
Hosts a diversity of cultures, lifestyles, histories, events, places, heritage and environment (human, natural, built, urban and rural)
31% of visitors to the WC and CT participate in cultural and heritage activities

Culture-Heritage tourism one of the 5 key tourism niche markets for the Cape Town destination
It forms a cornerstone niche for the Tourism
Development Framework
A major focus of the approved Responsible Tourism
Policy and Action Plan across of the sustainable pillars
– Social, Economic and Environment

The forces driving Responsible Tourism including cultural and heritage awareness
Heightened social awareness and concern of the earth’s crisis – environmentally, socially and economically
Tourism companies and operators adopting and implementing responsible business practices
Tourists demanding RT services and adapting travel behaviours, interests, destinations and services
Implementation of sustainable development/city practices including that of responsible tourism

.. has tourists interacting with Capetonians, visiting our favourite local places, and learning more about who we are, what makes us special and what concerns us.
.. is accessible for people with disabilities, and respects everyone’s culture
.. offers every
Capetonian a fair opportunity to be part of the tourism industry
.. provides
Capetonians with a say in how tourism affects their lives and opportunities
.. takes care of our unique and fragile natural and cultural environment
… does no harm to our children, women or communities
..sees Capetonians earning an income for their families, as owners of tourism business, workers in tourism companies, or selling products and services to the tourism industry

Dominant national narratives and the need to develop inclusive stories reflecting the whole story of Cape Town.
Embracing diversity and accommodating the complex multi-layered character of the City and its people and places
Facilitating interaction between visitors and local people in ways that offer authentic experiences and insights without compromising the cultural heritage resource.
Thinking creatively to enrich the tourism product by working closely with the City’s citizens
Deepening the understanding of the past and celebrating the heritage
Communicating through appropriate tools, mechanisms and technologies.
Overcoming the legacy of an inequitable distribution of resources and attractions , including museums and places of interpretation,
Seizing the opportunity to develop appropriate interpretive interventions in areas where these are lacking in the City.

From the Cape Town Declaration 2002:
• Minimises negative economic, environmental, and social impacts
• Generates greater economic benefits for local people and enhances the well-being of host communities , improves working conditions and access to the industry
• Involves local people in decisions that affect their lives and life chances
• Makes positive contributions to the conservation of natural and cultural heritage, to the maintenance of the world's diversity

Greater profile of the CBD as a cultural heritage tourism destination and centre of cultural activities

From the Cape Town Declaration :
• Provides more enjoyable experiences for tourists through more meaningful connections with local people , and a greater understanding of local cultural, social and environmental issues
• Provides access for physically challenged people
• Is culturally sensitive , engenders respect between tourists and hosts, and builds local pride and confidence .

The Strategy Vision - Putting People First
Cape Town’s cultural heritage has to do with people - their lifestyles, customs, traditions and histories – and the places they have built and settled in, and the city they have shaped at the southern-most tip of
Africa.
Preamble
Cape Town is a historic and diverse city. It derives its character from its multi-faceted history, dramatic scenic setting, historical townscapes and cultural landscapes; its cultural and heritage diversity and the traditions and memories that arise from its past and give life to it in the present.
Vision
All Capetonians have the right and responsibility to celebrate and care for the city and its heritage, and to communicate its significance to each other, and the world

Pre-colonial
Dutch - British-
Dutch - British Rule
Apartheid South
Africa
The New
South Africa
Melding of cultures with marks/evidence of multiple histories dispersed throughout city’s landscape

Robben
Island
Blaauwberg
Nature
Reserve
CBD & environs
Groote
Constantia
& Valley
N2: Langa and
Mamre
Mission
Village
Gugulethu
False Bay
Ecology Park
Muizenberg
– Simon’s
Town route
A handful of places in the metropole ideal to tell Cape Town’s stories across a timeline

Balancing global and regional qualities

Prepared to support:
The management and development of cultural and heritage attractions/resources including places, precincts, facilities, buildings, routes, initiatives, events, traditions, interpretation and stories, information, training, and support services, infrastructure, facilities and technology
Broaden Cape Town’s tourism base and offerings and contribute to further economic development and opportunities
Support the development of the destination as a whole and the management of culture and heritage resources on a longer-term basis
Planned and to be implemented in partnership with key stakeholders and role players both external and internal to the CoCT

Summary of Strategy Areas Proposals
 Spatial development of routes, hubs, gateways and information points
 Iconic stories – documentation, collation, sharing and making known
 A virtual museum for Cape Town
 An integrated communication and interpretation plan including a database, signs and interpretation opportunity
 The mining, building, analysing and publishing of existing information
 The conversion of heritage walks, routes, precincts and place experiences into interactive media
 The incorporation of culture-heritage storylines into the media
 The building of City awareness through campaigns

Summary of Strategy Areas Proposals
 The incorporation and monitoring of cultural heritage collateral in marketing campaigns
 Review of existing tourism programmes and the inclusion of cultureheritage
 Development of a ‘story telling’ training programme
 Fostering of partnerships with a range of organisations
 An online ‘tourism and contacts and resources’ kit
 Regular dialogue with stakeholders based on facts, customer demand and best practice