Wesgro launches new domestic tourism campaign

Western Cape trade, investment and tourism promotion agency Wesgro has launched a new campaign to attract tourists to the province. Unlike other recent campaigns, this one, called ‘With Love from the Locals’, is targeted at attracting domestic tourists.

“We place immense value on our domestic audience, who remain our largest tourism source market and our biggest support throughout the year,” assured Wesgro CEO Wrenelle Stander. “The previous financial year (2022) culminated in 3.4-million domestic trips to the Cape, with domestic spend reaching R12.7-billion – nearly double the value attained in 2019. We remain confident that our numbers will continue on an upward trajectory, with the return of old friends as well as welcoming new visitors. The Western Cape welcomes you.”

The campaign will be a digital one, executed on social media channels such as Facebook, Instagram, TikTok and YouTube. It will employ short videos, featuring selected local people, from various communities and locations across the province, including Cape Town (specifically, the Bo-Kaap), Hermanus, the Karoo, the West Coast and the Winelands. The protagonists of the videos will share their insights and first-hand stories. They will show the activities that they love the best, and invite their compatriots to come and visit their towns and neighbourhoods.

“We’ve showcased international travellers to attract their fellow countrymen with previous international campaigns like the ‘Neverending Tourist’, and now it’s time to turn the camera even closer to home,” pointed out Wesgro chief marketing and innovation officer Jean Scheltema. “With ‘Love from the Locals’[, it] tells the rich stories of the Western Cape through the lens of those who know it best. First-hand accounts by influential locals who may not necessarily be on travel feeds and in traditional itineraries make this a truly special, documentary-style series.”

The intent of the campaign is to demonstrate to other South Africans that they can have world-class yet affordable experiences in the province. The videos, Wesgro affirms, do not merely put the spotlight on destinations, but demonstrate that everyone can find something to enjoy in the Western Cape.

“Together with our regional and local tourism offices we collaborated to identify locals to take part in the series, to ensure that the destination is showcased authentically and sustainably,” explained Wesgro chief tourism officer Monika Iuel. “The Western Cape has so much to offer, far beyond the well-known summer holiday destinations. And ultimately it is the people of our province that make this place so unique, ensuring that we will continue to build our local fan base, both from the rest of the country as well as our local Western Cape residents.”