Kliptown Business Plan - Johannesburg Development Agency

will translate into some visitation to the exhibition-components of the Museum), the majority of
this market will be attracted primarily by the more recreational aspects of the museum, such
as the Farm, the Environmental Centre, the parks and, importantly, the various events – like
the Kliptown Carnival.
The resident market is most likely to visit the more heritage-related aspects of the museum
when they are hosting friends and relatives from outside Johannesburg. The domestic VFR
market is a highly significant one for Soweto. This market, and their resident hosts, should
therefore be a key focus for the Kliptown marketing strategy.
It is clear that a recreational focus and, in particular, a focus on providing recreational outlets for
both families and youth, will be essential in drawing the resident market on a consistent basis. To
the extent that the Walter Sisulu Square of Dedication becomes a vibrant market square with
restaurants, shops, stalls and activities it will serve as a major draw for the resident market. In
addition, events will be a key way to reach the resident market in terms of Heritage,Education and
Tourism. For this reason there should be a strong focus on marketing the Square as a venue for
large annual events such as the Soweto Marathon and the Soweto Awards.
11.1.3 Foreign Tourists
Profile
It is estimated that 15% of all foreign tourists to Gauteng visit Soweto, this represents a 9% growth
in tourism to Soweto over the last 5 years [Soweto Tourism Development Plan, 2004]. While there
is some disagreement about actual visitor numbers to Soweto per day, the most commonly
agreed on number is around 1000 per day in peak season and around 500 per day in low season.
Approximately 85% of these visitors are foreign. These visitors are from the US, UK, Germany,
Italy and, increasingly, Asian countries. There are also foreign visitors from other African countries
– particularly Kenya, Zambia and Tanzania.
There are a wide-range of tour operators who offer tours of Soweto. Of these tour operators, only
half currently include Kliptown in their itineraries. Those who do not include Kliptown give two main
reasons: firstly, Kliptown does not currently offer enough of interest to justify diverting from their
regular Soweto Route and, secondly, Kliptown is currently perceived as a crime-ridden and
unsafe environment.
Those operators who do include Kliptown do so for two main reasons:
• To talk about Freedom Square and the Freedom Charter.
• To give tourists a sense of township life – both the positive (e.g. a vibrant African market),
and the negative (poverty and shack settlements).
KLIPTOWN OPEN AIR MUSEUM BUSINESS PLAN 37