“DM kicks tourism in the teeth”, Paarl Post, 3 February creates the false perception that Drakenstein Municipality doesn’t care about the Drakenstein tourism sector or those deriving an income from it, nor are we willing to invest in it.
Nothing can be further from the truth. The municipality is extremely serious about economic growth and development in Drakenstein, and regards tourism a crucial pillar in achieving this. We know our wine tourism industry is a significant drawcard for international visitors, and will continue to support it 100%. We are ready to take tourism in Drakenstein to a new level, and to the global arena.
The municipality has always enjoyed a good working relationship with the Drakenstein Local Tourism Association (DLTA). Over the years we have asked them to work with us to clearly differentiate Drakenstein as a tourism destination, and push it up the most-visited destination ladder. Unfortunately they adapted their approach minimally and at a slow pace. Neither did they ensure their approach stayed relevant.
As grant agreements at municipalities in general are currently under scrutiny by the Auditor-General, the municipality could not simply renew a grant agreement with the DLTA. This could have cost us our clean audit status.
The municipality had to embark on a formal tender process to procure destination marketing services and informed the DLTA as such. The association submitted one of two tenders we received. Despite being well aware of the budget the municipality had available for destination marketing, their tender came in at three times more. They priced themselves out of the market. That is why we could not award their tender.
Drakenstein Municipality strongly believes that tourism marketing is a team effort. We can only make this work if we all coexist, cooperate and collaborate, ie the DLTA, our wine estates, hospitality sector, tourism attractions and our business sector.
The municipality has offered the DLTA free usage of the Paarl and Wellington visitor centres (both municipal buildings), and to support one of their staff members working on wine tourism. The association can still play their rightful role in destination promotion in Drakenstein, and can now do so “entirely independent” from the municipality.
The tourism game in Drakenstein has changed. Working together with our international and local tourism partners, South African Tourism, Wesgro and the DLTA, the municipality is geared to ensure the Drakenstein tourism experience becomes and stays top of mind.
