Western Cape Events Forum to elevate events as economic catalyst and an enabler of social cohesion

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Western Cape Events Forum to elevate events as economic catalyst and an enabler of social cohesion
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Western Cape Events Forum to elevate events as economic catalyst and an enabler of social cohesion
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24 March 2022
  • The Western Cape Events Forum (WCEF) held the Cape of Great Events Conference on Friday, 11 March 2022 to explore events as an economic catalyst and an enabler of social cohesion in the province.
  • Delegates explored strategies around creating a more streamlined event ecosystem, and raising the profile of Destination Western Cape.
  • From 2011, the Integrated Events Strategy (IES) has paved the way for a decision-making guide for supporting events in the Western Cape - a key outcome of the conference.
  • Roles for public sector and of private sector need to be clear and focused to win together - another key outcome of the conference.

In recognition of events as an economic catalyst and an enabler of social cohesion in the Western Cape, the Western Cape Events Forum (WCEF) held the ‘Cape of Great Events’ Conference on Friday, 11 March 2022, together with academia and representatives of the private sector within the events and business events landscape, in order to review and engage on strategies to maximise opportunities for recovery and growth.

The WCEF is an interdepartmental committee, comprising of the Department of the Premier, Western Cape Department of Cultural Affairs and Sport (DCAS), Western Cape Department of Economic Development & Tourism (DEDAT) as well as Wesgro: the Tourism, Trade, Investment and Film & Media Promotion Agency for Cape Town and the Western Cape. The provincial entities serve as the custodians of the Integrated Events Strategy (IES) for Cape Town and the Western Cape. The strategy, called “The Cape of Great Events”, provides a shared vision and shared ownership in delivering events in the Western Cape, and aims to provide a single point of entry for event organisers to engage the Western Cape Government (WCG), build partnerships with the broader event ecosystem and increase the impact of events in the Province. It further seeks innovative ways of promoting events tourism as an economic catalyst.

Under the leadership of the Departments of Sport Management and Sport Marketing of the Cape Town University of Technology (CPUT), delegates explored additional opportunities and built a case to review the strategy, including setting priorities, creating a more streamlined event ecosystem, and raising the profile of Destination Western Cape.

The benefits of sport and event tourism for the Western Cape’s visitor economy is evident in the amount of support provided by all the entities involved. From 2020 to 2021, the Western Cape Department Cultural Affairs and Sport provided annual funding allocations to over 146 Sports Federations across all six districts of the Western Cape. The activities of these federations contribute to an economic impact of over R8.8 Billion per annum which translates to 2.2% of the provincial GDP. In addition, the Department annually funds 60 arts and culture organisations, as well as six professional non-governmental-organisations such as the Cape Philharmonic Orchestra and flagship events like the Suidoosterfees, and others.

From 2019 to 2020, Wesgro supported 39 regional events made up of leisure and sporting activities. These activities created temporary work for 4007 people and spread over 230 000 mainly domestic visitors across all the regions. The economic impact, based on a daily spend of R910, was R208 million.

From 2014 to 2019, the Western Cape hosted 378 international association meetings which created an economic impact of R4,7 Billion over this period. These exclude other meeting types also presented in the business events sector such as exhibitions and domestic conferences.

Western Cape Minister of Finance and Economic Opportunities, David Maynier said: “There is no doubt that events, meetings, conferences, sporting events and other cultural events have huge potential to drive the visitor economy and create much needed work opportunities in the Western Cape. That is why I welcome this strategic review and the opportunity to explore new and innovative ways to help our economy to recover, grow and to create many more jobs in the Western Cape.”

In her opening remarks at the ‘Cape of Great Events’ Conference, Western Cape Minister of Cultural Affairs and Sport, Ms. Anroux Marias, said: “Partnerships within the broader events eco-system to increase the impact of events within the Western Cape should be explored. A refreshed look at the Integrated Events Strategy will be necessary to consider better alignment of the role of the public sector as well as internal alignment between the various entities involved within the events space in the Western Cape”

“Many countries around the world view the successful hosting of events as an important vehicle for economic growth and job creation. They have realised that a diverse events portfolio can deliver far-reaching benefits for a destination, and tourism bodies are devoting resources to attracting and supporting major events as part of a broader strategy. Over the years, Cape Town and the Western Cape has built and enhanced its reputation as a global player in the event sector which is why we need to explore innovative ways to position our destination as the ‘Cape of Great Events’, concluded Wesgro CEO, Wrenelle Stander.

Using the strategy as a guide, the WCEF will commence a process to further synergise their efforts to maximise the brand-building potential, as well as the economic, social, and environmental benefits that can be realised from hosting events.

Watch the "The Cape of Great Events" AV here: https://bit.ly/3uqf1iJ