The WC Government today launched their latest domestic tourism campaign, powered by Wesgro, the Western Cape Government’s (WCG) trade, investment, and tourism promotion agency. The ‘With Love from the Locals’ campaign features some of the province’s iconic local personalities to entice fellow South Africans to explore all parts of the Western Cape.
“Our domestic market is especially important to us because they sustain the tourism and hospitality sector throughout the year, not just over the peak seasons. In fact, in the 2022 financial year, there were 3.4 million domestic trips to the Western Cape, with domestic spend reaching R12.7 billion – nearly double what was generated in 2019,” said Minister of Finance and Economic Opportunities, Mireille Wenger.
Using authentic voices to attract fellow South Africans to visit the province, the video series goes beyond spotlighting the destination to show that there is literally something for everyone to enjoy, in every corner of the province.
“We place immense value on our domestic audience, who remain our largest tourism source market and our biggest support throughout the year. Featuring locals from around the Western Cape’s regions, the campaign showcases selected protagonists doing the activities they love best. Sharing their insights and first-hand stories of the hometowns they live in and love – inviting fellow South Africans to come and experience their neighbourhoods and small towns – the short videos come together in a hero trailer, beautifully demonstrating the world-class yet affordable experiences to be enjoyed in the Western Cape by all,” said Wesgro CEO, Wrenelle Stander.
Featured in the series is Faeeza Abrahams, already well known for her role in Netflix’s ‘Somebody Feed Phil’. Faeeza gives a glimpse into life in the Bo-Kaap – highlighting the many cultural and culinary delights to be discovered in the thriving Bo-Kaap community in the heart of the city centre.
Showcasing the Cape Winelands is winemaker and owner of her very own label and farm, Carmen Stevens who opened the first 100% Black-owned cellar in South Africa. Heading north up the coast we meet Luthu, who is the famous Hermanus Whale Crier, who creates the unique sounds of the kelp horn to alert visitors when whales appear in the bay. Moving into the Cape Karoo, Tannie Poppie is waiting to share the stories of her popular roosterbrood and unveil the many cultural treasures to be discovered in the Karoo region. Continuing the cultural theme, Nunke Kadhimo from !Khwa ttu San Heritage Centre in the West Coast unveils the tales of history and language in the area, adopting the traditional way of sharing stories around a camp fire. Finishing off with a splash of art and adventure are local artist and thrill seeker, Eugene Lewis ceramic artist from Knysna and ocean adventurer and marine wildlife artist, Jero Revett.
The targeted digital campaign will feature on social channels including TikTok, Instagram, Facebook and YouTube.
“The Western Cape is an incredible place to visit, with something for everyone. The launch of this exciting domestic tourism campaign, knowing that the best people to inspire you to visit a place are the people that live there, is perfectly timed with the school and public holidays. So, South Africans, and Western Cape residents, what are you waiting for? It’s time to get out and explore, with love from the locals,” concluded Western Cape Minister of Finance and Economic Opportunities, Mireille Wenger.
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