2. Naturally Knysna | Knysna & Partners AGM 2015 2
2.62
nights
Average stay in Knysna
According to data provided by a booking engine with
167 properties in Knysna &18 in Sedgefield:
Knysna is the best performer by volume in the Garden Route
3. Naturally Knysna | Knysna & Partners AGM 2015 3
Number
5
in
Africa
Top 25 Destinations in Africa
tripadvisor Traveller's Choice 2015
1 Marrakech, Morocco; 2 Cape Town Central;
3 Fes, Morocco; 4 Ukunda, Kenya; 5 Knysna
4. Naturally Knysna | Knysna & Partners AGM 2015 4
A.
Objec8ves
Knysna & Partners - custodian of Brand Knysna -
is mandated to market all sectors of the economy
5. • Help existing events to grow
• Develop new events; encourage business
events
• Define an investment and trade promotion
strategy
• Assist investors and entrepreneurs
Naturally Knysna | Knysna & Partners AGM 2015
6. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
6
• Establish a sound research and
development mechanism to inform
marketing & planning initiatives
• Establish industry partnership programs
Naturally Knysna | Knysna & Partners AGM 2015
7. Naturally Knysna | Knysna & Partners AGM 2015 7
B.
Brand
management
Our N2 Billboards demonstrate how we align our
brand values to events, festivals and activities
9. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
9
• Our brand values align to principles in nature.
• Each species is unique, occupies its own
niche, and brings its own, unique and globally
important value to the whole system.
• But each species also adapts to optimise its
position within the system.
• Our brand's key words encourage us to
operate with this same respect.
Naturally Knysna | Knysna & Partners AGM 2015
14. Naturally Knysna | Knysna & Partners AGM 2015 14
C.
Focus
We achieve our strategic objectives by
focussing on our key points
15. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
15
• Define Knysna’s niche within the theme of
Heritage & Culture
• Stimulate business by reviving Knysna’s
unique Timber Heritage
• Develop Knysna’s unique selling
proposition as South Africa’s Trail Town
Naturally Knysna | Knysna & Partners AGM 2015
16. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
16
• Enhance both artisanal skills and visitor
experiences by developing our
Cittaslow programme
• Leverage opportunities within niche areas
through our Events & Festivals
• Synchronise local economic efforts
through the creation and development of
representative groups (forums)
Naturally Knysna | Knysna & Partners AGM 2015
18. Naturally Knysna | Knysna & Partners AGM 2015 18
D.
Projects
Our projects feed into our themes and campaigns
to enhance Knysna’s product offering
19. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
19
• Develop a Timber Route to enhance
Knysna’s timber heritage and stimulate
artisanal production
• Develop a Heritage Route (Phase 1:
Pledge Nature Reserve & the Old Gaol)
• Grow Knysna’s following amongst trail
enthusiasts by inspiring the development
of World-class Trails
Naturally Knysna | Knysna & Partners AGM 2015
20. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
20
• Develop a Slow Route to encourage the
development of Cittaslow products and
experiences
• Develop #KnysnaMade to leverage the
value of products manufactured in our
town
Naturally Knysna | Knysna & Partners AGM 2015
26. Naturally
Knysna
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Knysna
Tourism
2015
AGM
26
Naturally Knysna | Knysna & Partners AGM 2015
School
sports
promo8ons
• 15,000
Bed
nights
per
annum!
27. Naturally
Knysna
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Knysna
Tourism
2015
AGM
27
Schools
events
• A
further
25%
of
bed
nights
are
sold
to
adults
• Average
spend
per
family
=
R
3,000
per
day
• Families
spend
R
11.25
m
Naturally Knysna | Knysna & Partners AGM 2015
29. DistribuIon
48
countries
NUE
MTB
16
events
NUE
SA
Trade
shows
4
x
Europe;
3x
US
convert
160km
Trail
Phase
1
CX
to
CA
Trail
Stay
Events
Tour
de
Lente
NUE
SA
Case
study:
Squirt
Products
30. Naturally
Knysna
|
Knysna
Tourism
2015
AGM
30
Projects
procured:
• Wesgro’s
Iconic
Cycle
Trail
– R
2.6
million
for
Cycle
Knysna
in
Phase
1
Naturally Knysna | Knysna & Partners AGM 2015