MICE EXPERIENCES: GOLFING

AFRICA TRAVEL WEEK

Africa Travel Week (ATW) focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector, as well as travel technology. Its shows include ILTM Africa, WTM Africa, EQUAL Africa, IBTM Africa, Travel Forward, the Sports & Events Tourism Exchange, and the African Tourism Investment Summit. During the 2021 ATW event that took place in April, there was a strong emphasis on diversity and inclusion. Here is what they had to say…

In the pause created by the pandemic, many have started to ask some of the big questions about how the tourism industry operates – and one of the key debates, especially in the age of selfies and over-tourism, is wrapping our minds around our responsibility to showcase culture in a way that is both responsible and respectful. This was the topic of a recent session during Africa Travel Week Virtual, run in association with WTM Responsible Tourism: ‘Whose diversity is it?’

Perhaps one of the most problematic issues when it comes to cultural tourism is that often other more dominant cultures are the ones who have the largest control over how it is showcased and accessed. As Uwern Jong, experientialist-in-chief for Outthere UK & Malaysia, said, “Many people appropriate other people’s cultures in a way that is not as respectful as it should be – often for financial gain and to the disadvantage of others.”

Shining the light specifically on Kenya was Judy Kepher Gona, director and senior consultant for the Sustainable Travel and Tourism Agenda, who said that for far too long, the world has been caught up in the misconception that everyone from Kenya is Maasai – when in fact there are more than 40 tribes in the country. She said the Maasai culture has been appropriated by so many that it’s quite normal for a hotel at a coastal destination, for example, to insist that their staff dress and dance like Maasai in the evenings to put on a show for tourists, regardless of their cultural heritage. Furthermore, she said, it is common to go to museums that house artefacts from communities collected over the decades, but the interpretation of these items is not done by the people themselves – so instead you get what she refers to as ‘descriptive culture’.

“Today, we have a lot of presentation of culture, but little interpretation of culture because it has been appropriated by those who are not the original owners of that culture,” she said.

The reason behind this imbalanced relationship is that the tourists tend to be the ones with all the power. But as Aziz Abu Sarah, an explorer at National Geographic and CEO of Mejdi Tours, pointed out, the opposite should be true.

“We are creating conflict between travellers and locals because it isn’t about mutual respect and learning from each other. In a true exchange, both of us learn about each other, but that can’t happen if you just put on a show that fits into a single narrative,” he said.

The appetite for cultural experiences is there, though, which can unfortunately lead to further abuse of communities. For example, Judy said it is no secret that there is a thriving black market of Kenyan driver guides taking clients to stop over at cultural centres or villages. The drivers then hand over only a small percentage of the money they get to the villagers.

“There are communities who have appropriated culture and set up centres where tourists can

SOUTH AFRICA NATIONAL CONVENTION BUREAU

NATIONAL ASSOCIATION PROJECT

May 2021

CONFIDENTIAL AND PROPRIETARY Any use of this material without the permission of Letsema is strictly prohibited

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ATW’s focus on LGBTQ travel and diversity and inclusion.

The South Africa National Convention Bureau (SANCB) has started rolling out its National Association Project that emphasises the inclusion of villages, towns and small dorpies (VTSDs) as part of its growth and development agenda. More on its strategy can be found here: SANCB National Association Project.

come to pay for a performance or show. They are so proud of the photograph they have with a local Maasai, but they don’t even know his name. That’s how impersonalised these cultural experiences are and it has become so normalised that travellers don’t know any better,” Judy said, adding that experiences to visit the large informal settlements in Nairobi were similarly exploitative.

Another obstacle, said Aziz, is that there is a misconception that tourists don’t travel to learn or be educated – and that they only want to have fun.

“Yet these same tourists will drive for three hours from Ubud to the Gate of Heaven and queue for hours to get a photograph – what is so amazing about that? They are obviously seeking something, but we need to overcome the influencer and social media effect. Maybe we need to redefine what is fun and interesting about travel – is it really standing in line for hours for one photograph?”

But perhaps the tide is starting to turn. Sabu Siyaka, founder of Ubizo Events & Tours in South Africa, said that travellers have shifted away from traditional tours, and instead want to get involved in a hands-on way. Largely, this shift has been due to greater empowerment of local guides, who now have more responsibility in the design of the tourism experience.

“Now, you will find tour guides in the township who are designing and developing these products themselves, rather than someone who stays outside of the township,” he said.

And if there’s one thing that travellers should do to make sure they are being culturally respectful on their journeys?

“One of the most important things we should pack when travelling is emotional intelligence,” said Judy. Before you ask a question or take a photograph, turn the situation around and think about how you would feel if someone were to ask the same of you, she said, noting that “people want to feel appreciated and respected – they are not just objects or attractions for the traveller.”.

INDUSTRY DRIVER

GOLDEN GREENS

South Africa is home to some of the world’s most beautiful golf courses. Meetings explores what makes these offerings so unique and how the popular outdoor pastime can be used as an effective business tool.

Golf has become a popular sport among corporates and, outside of any boardroom or event hall, many a business deal has been concluded on the green.

Before Covid-19 shut down parts of the country and economy, annual golf days were much-anticipated events on corporate calendars. During the pandemic and while social distancing is advised, the outdoor activity is a way to safely and comfortably network and engage with clients and business affiliates. With some of the top golf courses in the world, South Africa is providing a spectacular backdrop for some of the most desirable golfing experiences meeting and event planners can leverage.

OUTDOOR COMPETITIVE EDGE

More than being a drawcard for golfing enthusiasts, a key factor in how each golf course is rated is based on design – usually planned in consultation with a team of golfing experts. This goes handin-hand with aesthetics. Fortunately, South Africa is abundant in natural beauty, positioning it as an attractive golfing destination with a number of internationally rated courses (see sidebar).

Perfectly maintained greens and surrounds, coupled with an element of competition at a highly

MEETING AND EVENT OBJECTIVES FOR THE GOLF COURSE

Strategic planning retreat Get team away for a fresh perspective and creativity Collaborate in plan development and build teamwork Set corporate direction and strategy Gain commitment and build corporate culture Recognise management team and their contribution Customer golf event Utilise a ‘play where the pros play’ appeal

Acquire and retain good customers

Sales meeting

Gain access to C-level customers – CEOs, CMO, etc. Get to know customers and build relationships The best sales calls are made on the golf course Build a competitive sales team and corporate culture

Increase sales effectiveness

Introduce sales strategies and focus the sales team Build relationships, networking to increase sales Provide direction and training to increase sales effectiveness Incentive group event Reward and recognise superior performance Motivate sales and/or management team Increase revenues and profits Build loyalty and enhance the corporate culture Produce measurable results and clear ROI Board of directors meeting Attract experienced business talent to corporate board Obtain external perspective, input and advice Obtain corporate direction and oversight Collaborate in setting objectives and strategic direction Recognise value of the board and its contribution

coveted course, are a good mix to set the scene. And with clear objectives, well-planned golfing experiences can be the clincher needed to secure buy-in.

SET OUTCOMES

Much like any event, there is more to hosting a corporate golf day or sponsored fourball than just treating clients and colleagues to a game of golf. While benefits such as establishing a sense of camaraderie come into play, more specific outcomes that golf can achieve include: • incentivising teams to produce measurable results and drive profits • providing an alternative setting for the creation of effective sales and management strategies • rewarding and acknowledging performance • strengthening relationships with new customers and decision-makers. Pebble Beach Resorts in California, USA – home to one of the top golf courses in the world – has created a guideline for some of the strategies that can be used to achieve these objectives.

“Increased competition in today’s weak economy only heightens golf’s compelling attraction for high-level business groups. In this highly charged environment, it is doubly difficult for leading companies to stay ahead of the competition. This is where the strategic use of luxury resorts for significant corporate events can make a real difference,” it says in one of its online resources (see table for more).

THE 19TH HOLE

Although various activations can be set up around each hole to keep players engaged, after a day well spent on the golf course, many look forward to the 19th hole. This is where they can sit down

TOP 10 GOLF COURSES IN SOUTH AFRICA

1. Durban Country Club 2. The Links (Fancourt) 3. Humewood Golf Club 4. St Francis Links 5. Leopard Creek Country Club 6. Royal Johannesburg & Kensington

Golf Club 7. Glendower Golf Club 8. Arabella Golf Course 9. Millvale Golf Estate 10. The River Club In other parts of Africa, golf is also establishing itself as a popular sport. An agreement signed between International Sports Management (ISM) and the International Golf Management and Development Company (IGolfMDC) in early May will seek to increase the number of golfing tournaments and develop golfing talent in Africa. Founded by Olusola J Lawson Jnr in 2014, IGolfMDC is a sports management and development company. It managed the first professional tour in Nigeria, the PGA Nigeria Tour, from 2007 to 2012. “We’re excited to be linking up with Sola and IGolfMDC. No one knows more about staging tournaments in that part of Africa and we look forward to exploring some untapped potential,” enthused Chubby Chandler, CEO of ISM. ISM has an impressive portfolio of events it has coordinated, including the British Masters and Cyprus Open. “Working with Chubby and the ISM team will fast-track the development of West Africa into a key golfing destination. We’ll stage world-class tournaments and showcase our countries to the rest of the world, in the kind of light that will enhance our eco-tourism assets,” explains Olusola, who hopes to promote international professional golf “via a pan-African platform to enhance playing opportunities for Nigerian and African pros, giving them the opportunity to compete with their counterparts from Europe and America.”

MEANWHILE, IN AFRICA

FURTHER READING

The Corporate Golfer has put together these useful checklists for planning a corporate golf day. Here are what questions to ask when planning a golf day and a golf day checklist that you can refer to.

and reflect on the game and further cement relationships forged throughout the day.

“After your round, the 19th holes provide the perfect setting to take your newly enhanced relationship to the next level, or indeed go ahead and ask for the order!” says Andrew Wood, founder of Legendary Marketing, a golf resort and destination marketing specialist.

At the end of larger golf days, it is important to acknowledge players who excelled during the day. While the Covid-19 pandemic and regulations may limit occasions such as large dinners or awards ceremonies, prizes and recognition can be announced online with prizes and trophies personally delivered.

N.B. Ensure all Covid-19 protocols are in place and in accordance with current lockdown regulations.

Source: Top 100 Golf Courses of South Africa 2021

Rediscover

SOUTH AFRICA’S BUSINESS PLAYGROUND

As one of the most beautiful and sought-after golfing experiences in South Africa, Fancourt is a showcase of what defines the extraordinary.

Fancourt’s warm hospitality, understated luxury and enviable offering of activities and attractions have cemented its reputation as South Africa’s premier lifestyle resort. While Fancourt needs no introduction to keen golfers and holidaymakers, it is also the perfect choice for the international MICE traveller.

There’s no better time than now to rediscover the business playground of South Africa.

AN IDEAL LOCATION WITH AMPLE SPACE

Located just outside George on South Africa’s Garden Route, overlooked by the majestic Outeniqua Mountains and surrounded by 613 hectares of pristine countryside, striking landscapes and a staggering coastline, Fancourt is the perfect place to mix business and pleasure.

Hectares of lush countryside make for stunning views and plenty of opportunity for outdoor pursuits. It’s not called the business playground of South Africa for nothing!

Fancourt will happily organise a round of golf (or three!) for your team or pop in for a treatment.

Fancourt’s Montagu Golf Course, originally designed by Gary Player, has earned a world-class reputation as one of the finest 18-hole parkland layouts. It holds the prestigious eighth position on South Africa’s Top 100 Courses list. Here, golfers can expect a challenging, yet highly enjoyable golfing experience surrounded by the natural beauty of the Fancourt estate. This tree-lined course covers large tracts of varying terrain across an undulating indigenous landscape.

Meanwhile, ranked 18th by South Africa’s Top 100 Courses, Fancourt’s Outeniqua golf course offers a leisurely and entertaining golfing experience. It provides a more forgiving terrain than its counterpart, the Montagu, but offers its fair share of challenges to keep golfers interested. Also designed by Gary Player and named after the Outeniqua Mountains, the course can comfortably accommodate a large field of golfers.

A detailed stroke saver takes golfers through both courses, providing distance measurements and images that assist players with navigating the course. Golfers have access to a warm-up area featuring a full-length range where they can practice their swing before teeing off, and golf carts are available for hire at both golf courses, weather permitting.

ACTIVITIES IN AND AROUND FANCOURT

Whatever you want to do, you almost don’t even need to leave the Fancourt estate. Guests will feel rejuvenated at The Spa at Fancourt, named the ‘Best Hotel Spa in South Africa’ at the annual Les Nouvelles Esthetiques Spa Awards in 2018. Adventure-seeking delegates can enjoy mountain biking, horse riding or trail running, or simply keep active by exploring the estate on foot, by bike or Eco Elec Scooter. Two beautiful pools beckon – one perfectly heated for winter or early morning swims – while Fancourt’s fishing dams tantalise anglers with big-mouth black bass. Following a meeting or conference, corporate travellers can explore the estate or chat to their team to organise an afternoon of wine tasting at one of the local vineyards.

If you can manage to tear yourself away from the variety of activities on the Fancourt estate, the premises offer guests the perfect base from which to explore the Garden Route and the leisure team is on hand to organise these experiences for you.

Choose from a big-five game drive, an unforgettable beach braai or boat cruises along the Knysna Lagoon.

SUSTAINABILITY

At Fancourt, sustainability is at the heart of your experience. The Fancourt team is committed to sustainable hospitality and tourism. With every guest’s stay, visit, or round of golf, Fancourt is able to contribute directly to communities and projects on the Garden Route, including: • youth initiatives, education and skills development • early learning • green initiatives aimed at protecting the environment • local art and artisan projects • family support, feeding schemes and social welfare programmes. Fancourt buys and supports local – think beautiful, Garden Route produce. It is also involved in local development projects, working to uplift surrounding communities. With the generosity of its guests, Fancourt hopes to secure the long-term future of those living and working in the district.

EASE OF ACCESS

An easy 10-minute shuttle from George Airport delivers guests to the Fancourt estate, where modern conference facilities (including a banquet hall, boardrooms, meeting rooms and breakaway options), five-star service and beautiful accommodation await.

SAFETY

You’ll be greeted with plenty of big smiles at Fancourt – despite not being able to see them underneath the masks! All staff wear masks and are well trained in the latest protocols. From sanitising your hands before entering the premises to filling in a wellness questionnaire to declare any symptoms you may be experiencing, these Covid-related changes all help keep you safe.

For Peter Dros, director of sales and marketing at Fancourt, safety is critical: “The days of spending eight hours indoors at a conference or event are over. Organisers are actively looking for venues that offer an indoor/outdoor flow, flexible configurations that can deliver social distancing with ease, and spacious grounds for al fresco events.”

The health and safety of you, your team, delegates and staff are of utmost importance. Fancourt’s health and safety measures are in place to ensure a safe, healthy and enjoyable stay.

FLEXIBILITY

Flexibility is the name of the game at Fancourt. Among the many conferencing facilities, venue options and packages can be tailored to your specific needs and preferences.

Conference facilities are equipped with modern audiovisual and computer equipment, full business services, and video conferencing.

Fancourt’s wide array of stunning venue spaces – from marquees to spacious outdoor areas – are ideal for safe and socially distanced events, conferences and functions. The extensive estate grounds and conferencing facilities, particularly suited to outdoor functions, have become even more in-demand than ever before.

5 MINUTES WITH… LEON MEYER, GM AT THE WESTIN CAPE TOWN

Where do you see the hospitality industry currently? The industry is slowly starting to see movement due to pent-up demand for leisure travel. However, just like the pent-up demand for leisure travel that we saw last year, there is also a growing restlessness for business travel. While we have all had to get used to working remotely, more and more people across the business, government and non-government sectors are keen to get back to meeting partners, suppliers and colleagues, and connecting again face to face.

Where do you foresee the recovery of the industry taking place first? While there was a general increase in demand for leisure travel during Q3 and Q4 of 2020, there is still, understandably, lower demand for business travel. Most Marriott International properties have opened their doors to all guests and are focusing on value-rich promotions across the leisure and business markets.

Since reopening in 2020, we experienced a slight increase in demand for business travel in certain geographical nodes. Properties in Pretoria and uMhlanga have seen an increase in demand, while secondary markets such as Mahikeng, Bloemfontein, Kimberley and Polokwane have seen a stronger demand in bookings.

What should the industry do to ensure guests feel safe and comfortable travelling and staying at a venue such as the Westin Cape Town? We are taking a careful approach to recovery, with a laser-sharp focus on cleanliness; while continuing to rebuild our business and individual hotels so that we continue to provide employment, service our communities and welcome our guests back. We continue to align our strategy with government’s regulations around travel and closely collaborate with industry bodies such as TBCSA and Fedhasa to continuously enhance safety protocols.

The Westin Cape Town, as part of Marriott International, has long had a reputation for high standards of hotel cleanliness, with wellestablished cleaning processes and training in place. Marriott International created the Marriott Global Cleanliness Council to tackle the realities of the Covid-19 pandemic at hotel level and further advance the company’s efforts in this area.

What are your personal aspirations for the industry? I remain committed to playing an active role in rebuilding our industry. South Africa is truly one of the best travel destinations globally and we need to amplify this reality to all markets/ countries gearing up for travel under the new normal.

Covid-19 has had lasting impacts on our associates, their families and livelihoods. Our associates remain the heart of the company. They are the best in the business and at the very core of Marriott’s success. We have been tested this past year, personally and professionally, and it’s not been easy. Yet despite these incredibly challenging times, we have worked tirelessly to take care of one another, our customers, and the people in our communities. My commitment – our commitment – is anchored to the promise of a better tomorrow.

ABOUT LEON

Leon Meyer has vast significant experience in managing high-end and luxury hotels and business operations within the hospitality sector. He was appointed general manager of The Westin Cape Town in 2017 and prior to joining the team at Marriott International, he was the COO and VP of asset management at the Hospitality Property Fund, where he worked for two years. Before this, he was the complex GM of Fairmont Zimbali Coastal Estate, having come onboard after five years with the Autograph Collection properties.