As the gateway to the continent, Johannesburg is one of SA's most frequently visited cities. The Johannesburg Tourism Company (JTC) was established by the City of Johannesburg in 2003 to unlock the potential of this lucrative tourism market.
This goal is steadily being achieved, says JTC CEO Lindiwe Mahlangu, by positioning the city as a key player in the MICE (meetings, incentives, conferences and exhibitions) space. Now, JTC is preparing to leverage off its thriving business tourism industry to establish Jo'burg as a leisure tourism destination, by highlighting its exciting and diverse entertainment and lifestyle options.
WHAT IT MEANS
 Challenge is to get tourists to stay longer
Working on addressing perceptions
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"Our challenge is to balance Jo'burg's high number of tourism arrivals with the length of time they stay in the city," she says. " People spend longer periods in a destination when they know of the variety of stimulating experiences on offer."
JTC is turning its attention to other matters, too. "Central to Jo'burg's brand promise is its reputation as a world-class city. We have to deliver on this promise by epitomising global trends, rendering flawless service and ensuring our infrastructure is cutting edge," she says.
"It's about building and living brand integrity, which is achieved through our commitment to the city, delivering access, providing excellent infrastructure and keeping tourists informed about our exciting tourist attractions."
At the same time, JTC is addressing issues that may affect tourists' perceptions of the city, including crime and grime, poor transport and signage. And, in keeping with international developments, it is seeking ways to optimise e-tourism capabilities, enabling real-time communication with tourists before, during and after their visit.
JTC's vision for the city is broad, so it's not surprising that the company is cognisant of the importance of partnerships and strategic alliances that will realise this vision. Fostering these relationships is a further priority, as is the need to increase and measure market research.
However, she insists that these initiatives will do more than simply bolster tourism - they also need to provide a platform for answering the city's social development needs. These include attracting and hosting global events such as Miss World and the 2010 soccer World Cup, which have an economic effect on the city.
Attractions are, naturally, a crucial part of any destination's offering. Mahlangu points to the London landmarks that are instantly recognisable the world over - such as Big Ben - and notes that it's important to develop a similar iconic status for Jo'burg's many must-sees.
"Our offering is mainly centred on urban tourism - we have so much in the way of excellent restaurants, shops and the like. We need to develop an appreciation of these offerings in our key markets."
This can be achieved through packaging tourist attractions to make them more accessible, and with this in mind, JTC is establishing clusters of themed routes around the city's major highlights, such as the Gold Rush route or Jo'burg's struggle and transition history, encompassing such sights as Constitution Hill, Vilakazi Street and Lilliesleaf Farm.
It is imperative that tourists are able to travel between these routes, and indeed, throughout the city, with ease, and a transport plan is in the pipeline. A new signage strategy will also help to make the city more user-friendly, signposting key attractions and accommodation establishments. Mahlangu calls this initiative "the creation of corridors of excellence". An extensive education programme has been implemented, targeting frontline staff, from hotel workers to taxi drivers, to meet the same goal.
"With the 2010 soccer World Cup drawing near, we need to be aware that the world will soon be looking at us - and it's important that they are impressed with the sight. This is our opportunity to create a lasting legacy," says Mahlangu. "We are still battling with perceptions of crime, but the reality is that this is a problem experienced by any major centre the world over. But that doesn't mean we are blasé about safety.
"In addition to the sterling public-private sector initiatives in areas such as Sandton, Rosebank and Braamfontein, the implementation of programmes such as optimal signage, adequate lighting, visible policing and surveillance will ensure that the city is safer for tourists." She points out as well that the JTC will be introducing, in the run-up to the Confederations Cup in 2009, a dedicated tourism helpline offering services related to safety, medical assistance and general tourism information.
Mahlangu is confident of JTC's ability to make a positive impact. "Tourism is a vital catalyst for job creation and skills transfer. JTC's job isn't simply about ensuring that Jo'burg is the world-class city it purports to be, but that while we put in place the building blocks required to bring it in line with the highest international standards, we also meet our socioeconomic responsibility."
