Cape Town and the Western Cape province of South Africa, as a sought-after meetings, incentives, conference and events destination, is entering new markets.

The destination and its convention bureau have set their sights on the Gulf and Middle East, and this week are for the first time participating in the Gulf Incentive Business Travel and Meetings Exhibition (GIBTM), held in Abu Dhabi, United Arab Emirates, from 8 to 10 April 2008.

A team from the Cape Town and Western Cape Convention Bureau, a business unit of the destination’s official tourism marketing organisation, Cape Town Routes Unlimited, will promote the city and province as a fresh, new alternative for business travel at GIBTM.

They will gather business leads and assist conference organisers and incentive buyers who are strongly considering bringing their business to this new destination, with information and advice.

Says Calvyn Gilfellan, Chief Executive of Cape Town Routes Unlimited: "The Middle East is a very significant tactical tourism market for Cape Town and the Western Cape. It’s also one of the markets we focus on in the run-up to the 2010 FIFA World Cup™ which will be held in South Africa. GIBTM presents the ideal platform for us to reach this market.

GIBTM provides a business platform in the Gulf and Middle East region for international and regional destinations, venues, hotels and suppliers to meet with meeting planners, incentive travel buyers and those involved in the meetings and incentives industry.

Last year, GIBTM was attended by 1 168 visitors from 50 countries such as the UAE, Oman, Saudi Arabia, Bahrain, Jordan, Syria, Iran and Kuwait.

“In many aspects, the Middle East represents the luxury tourism market to Cape Town and the Western Cape, with travellers often being interested in a top quality tourism experience: five star hotels, elegant restaurants, shopping for world-famous brands, spectacular golf courses and first-class fun. Cape Town and the Western Cape easily delivers on each of these aspects,” says Gilfellan.

“It really is the destination’s unique combination of first-rate infrastructure, hotel accommodation and conference facilities, together with exceptional natural splendour, top class restaurants, rich cultural diversity, warm hospitality, endless outdoor activities and shopping possibilities, that keeps on taking business and leisure travellers’ breath away,” he says.

Cape Town is currently ranked the number one convention destination in Africa and secures more than half of the conference business coming into the continent. The city is also expected to fare well in the next International Congress and Convention Association (ICCA) rankings, which should be released in May this year. Currently ranked 29th, Cape Town has a good chance of improving its rating amidst fierce competition.

The destination’s state-of-the-art Cape Town International Convention Centre and comprehensive range of products and services enables it to accommodate any kind of event – from specialised meetings to major international events.

With the newly introduced direct Emirates flight between Dubai and Cape Town inaugurated a week ago, Cape Town is now also a hassle-free flight away from the Middle East. There’s little time difference and good international and domestic air connections.

“We believe this new flight will add to our luxury tourism experience and encourage more people to visit Cape Town and surrounds. Now nothing will for example stop a Middle Eastern businessman from spoiling a few clients with a quick round of golf in the Western Cape. They’ll be away from the office for a minimum period, while having a truly extraordinary experience.”

These are all reasons why Cape Town and the Western Cape continues to win an astonishing 90% of the conferences it bids for.

As South Africa, its people and infrastructure developers are eagerly preparing to host arguably the world’s biggest sporting event, the FIFA World Cup™, in 2010, Cape Town and the Western Cape is undergoing huge infrastructural upgrades. These will increase the destination’s competitive edge and help it secure even more business for 2010 and beyond.

“Plans have been approved to add another 10 000m² of conference and exhibition space, essentially building a second convention centre and a 350-room hotel adjacent to the existing facility in Cape Town. Importantly, it will enable us to bid for large international congresses, while still accommodating existing repeat events, which tend to grow larger every year,” says Gilfellan.