A major overhaul of the Eastern Cape tourism industry is underway to position the province as a tourism "mecca" while leveraging off the opportunities presented by the lucrative 2010 Soccer World Cup.

These processes include the review of the province's Tourism Master Plan which is set to be complete later this month, the updating of statistical data on tourism products and the implementation of the provincial tourism six - point plan for 2010.

"The most important of these processes is the review of the master plan, which is essentially the "bible" for tourism in the province which should also be made relevant to 2010.

"The review process became necessary because the previous 2003-2007 plan had expired and had gaps. This process will look at consolidating the various tourism sector plans of municipalities into the provincial master plan," says Eastern Cape Development Corporation (ECDC) Tourism Specialist Lucky Tshayivithi.

Tshayivithi explains that the reviewed master plan will examine opportunities in the industry and how to deal with threats, infrastructure development and how these can be translated into investment opportunities.

Tshayivithi says information on tourism investments, visitor numbers, a demand and supply analysis and tourism trends is information that should be readily available and the processes underway will help ensure that this is achieved.

Tshayivithi adds that tourism is a big money spinner contributing about 8% to South Africa's Gross Domestic Product (GDP). He says the country's tourism industry is growing and therefore there is a need for "reliable information and statistics that will assist us in our planning."

Statistics South Africa (StatsSA) reports that the total number of foreign travelers who visited South Africa from Africa, overseas and unspecified countries, arriving through all ports of entry during July this year was 836 554. This figure represents an increase of 7,4% compared with the July 2007 figure of 778 725. During July 2008, 430 287 arrivals were recorded for South African residents while the total number of those departing was 357 281.

"There is an opportunity for the Eastern Cape tourism industry to take advantage of this growth considering that 2010 is around the corner. Providing the necessary tourism investment infrastructure is one way of ensuring this.

"We must be able to offer visitors and investors quality tourism products and this is where ECDC plays a crucial role in making sure that these products and infrastructure are made available," says Tshayivithi.

In March this year Nelson Mandela Bay tourism specialist Peter Myles told the Weekend Post that "more needed to be done by local and provincial tourism authorities to collect data on visitors to the province, to better devise marketing strategies and to check how well the province fared against others."

Eastern Cape Tourism acting CEO Fezeka Mlungu agrees that all tourism plans must incorporate a strategy to capitalize on the opportunities presented by 2010.

Mlungu says the board has come up with a "six point plan" targeted at leveraging opportunities from the 2010 soccer spectacular.

With FIFA president Sepp Blatter highly critical of the lack of visible marketing in South Africa for the soccer spectacular, Eastern Cape Tourism has embarked on a marketing drive targeting countries which are likely to participate in the upcoming World Cup.

"We are selling the Eastern Cape's readiness for 2010 to these countries, selling tourist packages and we take along tour operators who have specific packages with the Eastern Cape experience.

"We have been to Brazil and Germany already to market the province and we will be going to countries like the United Kingdom, Argentina, the Netherlands and Nigeria," says Mlungu.

The plan also focuses on grading of establishments for 2010. For the first time, FIFA has committed to using alternative accommodation like guesthouses and Bed and Breakfasts to accommodate the participating teams and spectators. Eastern Cape Tourism pays 50% of the grading costs. Over 500 establishments have been graded already.

Last year Environmental Affairs and Tourism minister Marthinus van Schalkwyk says in previous World Cups only hotels were allowed to accommodate people.

"For the first time in World Cup history, non-hotel accommodation such as national park accommodation, lodges, guesthouses and bed and breakfasts will also be contracted," says van Schalkwyk.

Van Schalkwyk says all accommodation will receive a grading from the Tourism Grading Council of South Africa.

It also looks at the rebranding of the province to sell it as the destination of choice. This is an inclusive process in which the media will act as ambassadors.

Tourism awareness will be promoted to ensure the safety of tourists coming to the soccer extravaganza. It's targeted at eliminating criminal elements which target tourists.

This plan also involves a research component which looks at gathering market intelligence. It looks to identify those who may be interested in coming to South Africa in 2010. It will look at reasons for coming to the country, where they are coming from and their prospects of coming to the country.

There will be a signage element where Eastern Cape Tourism will pay 100% of signage costs for tourism products. This will allow easy access to tourism products in the form of putting up gateway boards highlighting 2010 opportunities.

Department of Economic Development and Environmental Affairs (DEDEA) senior manager for tourism development Weziwe Busakwe says the revised master plan will incorporate the latest tourism initiatives including the Broad based Black Economic Empowerment (BBBEE) sector codes which have been recently gazetted.

"We are also looking at aligning the plan with national priorities like safety and security, skills development, transformation as well as local initiatives such as Integrated Development Programmes' (IDP)," says Busakwe.

Busakwe says a critical aspect of this plan is to enhance the often negative image of the Eastern Cape and leverage media awareness of tourism in the province.

She added that the province is lagging behind its counterparts in tourism products and in attractions to enhance the tourist experience and this is addressed in the master plan.

Subsequently, they have identified the Wild Coast, Port Elizabeth and East London as the three high tourism attraction areas in the province.

Busakwe explains that the Wild Coast is regarded as one of the  high magnet attraction areas  in the province, particularly the area "south of Port St John's due to its abundance of natural resources."

While there is an emphasis on the need for investment infrastructure, they would also like to elevate the diverse natural and cultural heritage in the hinterland and aligning it with flagship projects like the Liberation Heritage Route between the Chris Hani and O.R Tambo District municipalities.

The development of a Tourist Safety and Awareness Strategy is also underway to ensure tourist safety.

Mlungu adds that they are in a process of signing a Memorandum of Understanding (MOU) with Walter Sisulu University (WSU) and Nelson Mandela Metropolitan University (NMMU) to develop a database of all tourism products in the province.

"Currently our statistical information on the province's tourist products is unreliable because we rely on people to voluntarily provide information.

"For example this agreement says that if a student is doing a study on Hogsback, that student will be required to compile a database of all BnB's, restaurants etc. in the town. It should be well-coordinated information on attractions and their economic value, Mlungu says.

Eastern Cape Tourism has committed R2 million towards this study and the target is to complete it towards the end of the 2007/2008 financial year.

However, Mlungu says the study may overlap into the next financial year, because "this is an ongoing process and we also don't want to compromise on the quality of the work being done."

For more information contact:

Lucky Tshayivithi

ECDC Tourism Sector specialist

Tel 043 704 5618

Email ltshayivithi@ecdc.co.za

For ECDC media relations:

Lunga Mtshizana

SMG Africa

Tel 043 726 8833

Cell 083 618 7557

Email lunga@smgafrica.com