Digging for Gems at the Tourism Indaba 2014

Still called Africa’s grandest tourism marketing event, the Tourism Indaba 2014 kicked off on Sat 10 May and ended on Mon 12 May 2014 in Durban, South Africa. The show was reduced to 3 days this year and Cape Point Route was there in formidable style digging for gems!

Cape Point Route arrives in Durban for the Tourism Indaba 2014

Cape Point Route arrives in Durban for the Tourism Indaba 2014

The Travel Market is competitive and as always Cape Point Route was digging for a piece of the marketing pie.  After years of having a stand, once again Barbara Elshove-Schmidt and Sally Grierson decided to STAND OUT.

Searching for more product, connecting with suppliers and doing some spadework with international buyers was part of our 2014 strategy. We strutted our stuff in bright orange boiler suits, hard hats, a spade and a sign stating “women at work”.

Women at Work- Indaba 2014

Women at Work- Indaba 2014

Our style of ‘guerilla marketing’  captured the attention of the media and many buyers…  creating destination awareness of the south peninsula of Cape Town on twitter and Facebook and in various print media publications.

Some puzzled Indaba attendees would rush over and say ” I love it…. But what do you do?”
Here it is in a nutshell for those who didn’t get it!

1. DIG IT: Destination Marketing of the South Peninsula of Cape Town:

The South Peninsula of Cape Town may be a small geographical area, at the tip of the African continent but Cape Town itself is a major player in Africa Tourism.  The southern section of Cape Town has traditionally been a day trip for visitors, who stay in the city centre.

Digging for Gems with St James Manor; Tinstwalo Atlantic & Hylton Ross Tours

Digging for Gems with St James Manor; Tinstwalo Atlantic & Hylton Ross Tours

Travel has changed and experiential travel trends have gained prominence… so we at Cape Point Route decided to create awareness of the attractions in our corner of Africa. … encouraging people to stay in the southern part of Cape Town and surf before breakfast or hike before dinner – whilst still experiencing the major attractions in Cape Town on the doorstep.

Cape Point Route says ” Do the ‘same’ things as everyone else – just do it differently” – e.g. Go sea kayaking to see the African penguins at Boulders Beach instead of standing on the boardwalk with everyone else.  Want to know more… ask us – We’ve been digging for southern gems for 10 years!   CLICK HERE

2.  PROJECT MANAGEMENT:  Central Reservations/Ground Handler

Women at Work & Play Indaba - Serse Photography

Women at Work & Play Indaba – Serse Photography

That’s right! The Cape Point Route Team can book your accommodation, activities, tours, restaurants or holiday packages.  If you need anything in the south – we are “The Go-To” people with a vast collection of attractions and offerings that are on bucket lists around the globe… from Cape Point itself to Great White Shark Cage Diving and Penguins at Boulders Beach, anything you need in the south can be arranged by the Cape Point Route team!  And yes we do fun holidays!
We do go beyond the geographically defined southern boundary – after all we do live, work and play from Cape Town!  BOOK NOW

3. SCREW IT…JUST DO IT: Teambuilding and Incentives:

Just doing it! Indaba 2014

Just doing it! Indaba 2014


This division of Cape Point Route  is a powerful and efficient service particularly for our Cape Town Corporate Clients.  We offer corporate getaways, conferences, functions, group activities and teambuilding activities- with a range of indoor and outdoor challenges, creative and adventurous and a vast selection of Amazing Race challenges using various modes of transport.  We also work with incentive groups – naturally all events and challenges are tailor made to our clients, our client’s objectives & their budgets!  BOOK NOW

4. MAINTENAMCE:  Marketing Services:

Maintenance - Serse Photography

Maintenance – Serse Photography

The Cape Point Route team have not only marketed the south peninsula as a destination but have assisted individual clients (mostly in the south peninsula) with their business marketing strategies.  Cape Point Route offers marketing consultation services for tourism businesses.  We can write and set up a marketing strategy; we can implement a marketing strategy on a short term basis to get you going or implement the strategy as a long-term client.

If you are a gem and we don’t know about you – please get in touch right away.
If you are travelling and looking for gems – we’ve been doing some serious spadework and can help you uncover the Other Side of Cape Town… life is brighter on the Orange Side!

Life is brighter on the Orange Side

Life is brighter on the Orange Side


Cape Point Route
 offers day tourspackagesaccommodationactivities and car hire in Cape Town’s south peninsula in addition to teambuilding events in Cape Town. Call  021 789 0093 or visit www.capepointroute.co.za 

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