Destiny Africa
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Destiny
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Deserted sandy beaches, sheltered lagoons, wildlife-spotting, bush land and mountain passes: the Garden Route on the stunning Western Cape coastline is a micro world of spectacular natural beauty. And into this demi-paradise over the next seventeen years will grow a R28-billion development giving the Southern Cape a major new international visitor draw and a massive economic boost. Welcome to Destiny Africa. 2
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Destiny Africa FEATURE
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he Destiny unfolds just east of the town of George, population 203,000, a popular holiday and conference centre and the Garden Route’s administrative and commercial hub. On completion in 17 years time will be a self-contained inter-linked ecosphere, incorporating a business resort, hotels, and conference and exhibition facilities. There will be shopping centres, ecotourism, and 4000 housing units, much of designated as affordable. An ‘intellectual knowledge city’ too, with a university, research centre and hospital. It is a model say developers that is being successfully deployed internationally to promote national and regional growth. An estimated fifty thousand direct and indirect jobs are expected to be created over ten years, and overall Destiny Africa is set to contribute significantly to South Africa’s economy in the same way as Singapore, California’s Silicon Valley or India’s information technology hub of Hyderabad. All these have used the smart city concept to drive economic growth by attracting foreign investment as well as world leading specialists and entrepreneurs. The core economic driver of Destiny Africa is MICE – ‘meetings, incentives, conventions
and events’ - a segment growing at 15% to 20% annually. There are distinct travel divisions within tour companies and airlines that exclusively target MICE movement. The MICE phenomenon is also projected through the chains of hotels providing international standards in facilities and services. The boom is seeing exclusive business hotels and exotic resorts, with meeting rooms of distinction, spacious convention facilities, modern business centres and a wide range of conference facilities. Destinations have also begun to market MICE products to specialised agencies and the corporate world at large. Clearly the business of MICE holds enormous potential
This part of South Africa packs the most biodiversity into the smallest land area in the world for any country and operator. This is the MICE that roars, and a person travelling to a country for a conference or convention is said to spend anywhere four to eight times more than a normal leisure traveller; more on food, more on business centre services. The cash value of national and international MICE meetings market is put at over $300 billion, with 90 percent of this business meetings and conventions, eight percent incentives and the rest exhibitions or events. For suppliers and agents MICE is a very attractive segment, giving volumes and incremental revenues. And for corporates it is a very powerful tool to motivate employees and channel partnerships. In South Africa however, MICE currently generates only R21 billion p.a - and 95% of that is domestically driven. International revenue remains low and the www.southafricamag.com
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Destiny Africa FEATURE
Government is convinced there is a major expansion opportunity. In particular the appeal of the Cape and its sunny, warm climate seems a certain major draw to winter-locked northern Europeans But main dynamo though it is, MICE will not be given a preferential place on the starting block. “Destiny Africa is rather like the human body growing from baby to adult,” says Destiny Africa’s Chief Director of Projects, Fred Brown. “You can’t start with the head here, the feet there and the legs here. It has to grow much like the body.” But MICE is a international hot property, a fast growing niche with intense global competition. And studies show that publicity for a MICE development must begin three years in advance. “This means if we plan to start Destiny Africa’s MICE component in 2013 we must begin publicity this year.” A Western Cape man in his early forties, Brown says that leading one of South Africa’s three major developments is “very exciting and a great privilege.” His Singapore experience made a big personal impact. “It’s incredible to see what they have done, such as the integration of different markets of which MICE is a huge component in Singapore’s success. “And all this has been realised 4
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without having any natural resources. It’s a remarkable achievement. In contrast, with George and the Garden Route, we’ve got many natural resources and a beauty which can be show-cased to the world. Overseas visitors who come here cannot believe the beauty and untouched areas.” In fact this part of South Africa packs the most bio-diversity into the smallest land area in the world. Only rainforests are more diverse and they cover a much larger land area. The scenic landscape and mild climate are ideal for fostering leisure, sports, eco, medical and business tourism. Public response to Destiny Africa is not entirely rapturous however. George has been in the grip of the worst drought in 132 years and some residents fear the development will mean insufficient water for the town’s needs. But Singapore architect and designer Dr Jeh Shyan Wong says Destiny Africa is designed on ‘green’ environmental principles, with buildings featuring cascading roofs to harvest water, and dams to capture the run-off, along with facilities to purify “grey” water. And Destiny Africa executive director Thys Pretorius believes “we could in fact be in a position to supply George with water.”
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George lies in a fertile, rich valley, surrounded by the Outeniqua Mountains, forests, rivers and prosperous farmlands. So, unremarkably, there is another fear – that the 437 hectare site covered by 2.5 million square metres of bulk will bring urban creep, changing the character of a sophisticated and attractive town, the sixth oldest in South Africa and named after King George 3rd, the English monarch who bungled and lost the American colonies. Fred Brown is sympathetic but argues that the Garden Route needs a gateway. “George is the hub of the Garden Route, the major airport and all facilities are here. George is a pretty town, attractive to many. It’s a family town too, and people see it as a tranquil place with good family values. It is also seen in South Africa as a
very safe town in contrast to major areas where as the world knows, crime is significant. “But architecturally it is a bit run down in some areas, and the Garden Route needs a hub to market itself properly. I believe Destiny Africa will be both complimentary and enhancing.” Fifteen months on and construction is scheduled to begin – “the arrival of the ‘Yellow Machines’” as Fred Brown puts it. “I see this as a blueprint for similar developments throughout South Africa and hopefully, Africa.” What was his first thought when he had settled on the vision and the plan that is to become Destiny Africa? “It was to serve the community - that’s the most awesome thing. To give work.”
George is the hub of the Garden Route, the major airport and all facilities are here
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