Cape Town Pass a first for SA

22 November 2004

The Cape Town Pass, a tourism card that gives the holder free entry to over 50 of the city’s unique attractions and activities, as well as special offers and discounts on some of the best that Cape Town has to offer, is now on sale.

The pass, officially launched on Friday after a two-month pilot period, is available through travel agents, tour operators and the Cape Town Pass website.

For R125 a day, a Cape Town Pass gives the visitor free entrance to over 50 attractions in Cape Town, the Cape Peninsula, the Constantia Valley and the Cape winelands, including the use of the popular Cape Town City Explorer Bus and Rikki Taxis – along with a comprehensive guide booklet.

Free attractions include a champagne cruise, cable waterskiing, the aquarium, all the Iziko Museums, a dinner and wine tasting in Gugulethu – as well as wine tastings and cellar tours at Steenberg, Spier and Groot Constantia.

Cape Town Pass managing director Michael Linell explains: “Because people have purchased The Cape Town Pass, the natural barrier to visit an attraction – apprehension, money, unfamiliarity – is lifted. In that way The Cape Town Pass will drive traffic to attractions.

“The smaller attractions do not have the budget to market themselves effectively overseas; for the larger attractions it is a perfect, measurable marketing tool.”

The Cape Town Pass gives immediate, free entrance to a selected number of attractions in one destination. The holder receives a personalised card that is valid for one, two, three or six days. The cards are swiped at each attraction for free entrance.

“Visiting Cape Town is not only about lying on the beach, touching Cape Point and taking a trip up the mountain”, says Linell.

“Cape Town has a lot to offer, from places of historical importance such as the Castle of Good Hope, the Stellenbosch village museum and the District Six Museum, to animal attractions such as Seal Island and the Two Oceans Aquarium, to new experiences such as the Bo-Kaap walk and lunch or surfing or sand boarding.”

The pass, a first in South Africa, has been a success in many European cities, where it is “the common way to get to know a destination after arrival”, says Cape Town Pass marketing manager Marc Zandhuis.

“All humans have a tendency to be slightly lazy, especially on holiday”, says Zandhuis. “To have a comprehensive guide to good, free attractions provides a perfect solution.

“Also for South Africans it provides a perfect way to discover the many attractions that are actually there.

If it’s in the city pass, says Zandhuis, “it must be good. All attractions in the Cape Town Pass have been handpicked to suit different traveller profiles.

“For example, for the convention industry and tour operators we have developed one- and two-day passes to truly optimise conference attendees’ experience.

“We are currently analysing other areas, and different usability groups like students and pensioners in South Africa, that could benefit greatly from having a destination pass.”

The Cape Town Pass has just completed a two-month pilot to double-check that the supporting technology at each attraction is stable and reliable.

A key benefit of the system is that data can be compiled, analysed and fed back to the tourism product partners. This information can then be used to improve the service that each attraction offers.

The pass can be bought by calling (021) 886-7080 (for free delivery within town and Stellenbosch), by visiting V&A Waterfront Tourism, Stellenbosch Tourism, the major hotels or selected B&Bs, or online at the Cape Town Pass website reporter