W Cape goes back to drawing board

AN exclusive outsourced marketing agency targeting local and overseas tourists, which would pool resources from a fragmented industry and substantially boost funding, was proposed to some 170 stakeholders by the Western Cape's Minister of Economic Affairs and Tourism, Hennie Bester, on Thursday. He was reporting on feedback to the province's controversial tourism Green Paper which was slammed by many for its lack of 'coherence and synergy.' "We have thus gone back to the drawing board to see whether we can find an even better solution," admitted Bester at Zevenwacht Wine Estate. The sole agency would combine efforts of the province, the Metropolitan Area, district councils and private sector, he said. It would be presented for comment to all role players, then thoroughly 'workshopped" if accepted in principle. It must be incorporated into the Green Paper by February 2000, he added. Provincial government budget contributions to tourism would double from their present R6m per year if they saw subsequent improved efficiency, he confidently predicted. And the private sector would also be motivated to invest. He calculates this so-called "third option's" substantial funding and promotion boost would threaten "direct competition" such as Queensland, Australia. Duplication would be cut and focus shift to core markets identified in the Paper that had been generally accepted by the industry. Disadvantaged communities offering tourism draws would also benefit from being incorporated in such "integrated marketing". "The controlling board of such an agency would be small and have equal representation from Provincial, Metropolitan and District Councils collectively and the private sector," he said. (Simon Farrell)