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New tourism body for Paarl, Wellington

Paarl - The new Drakenstein Local Tourism Association (DLTA) opened its doors in July 2014, combining Paarl and Wellington Tourism with the entire Drakenstein region.

The DLTA will expand the pre-existing visitor services function to take on the roles of destination marketing and tourism development.

Newly appointed CEO David Frandsen is optimistic about the potential of the region as a premier Cape Wineland’s destination.

“Paarl and Wellington are situated in one of the most beautiful valleys in South Africa. Our food and wine offerings rival anything on offer in the Western Cape," he said.

"The proximity of nature reserves, historic mountain passes and some of the most significant cultural and historic sites in South Africa make the region one of the most desirable tourism destinations in the country,” he said.
 
Frandsen concedes that the new DLTA faces a number of challenges. However, since taking up his position, he has encountered significant support for the organisation from both local and provincial stakeholders.

“The DLTA has been formed with significant financial support from the Drakenstein Municipality, however, in order to fulfil its destination marketing and tourism development mandate we will need to secure additional funding,” he said.

Although part funded by the Municipality the DLTA has been set up as a non-profit entity with an independent, private sector Board to ensure that it is able to operate in a flexible and dynamic environment.

“Tourism is one of the most significant economic sectors in the Western Cape and the marketing of Paarl and Wellington as a premier tourism destination has lagged behind some of its neighbours in the Winelands and Cape Town," said Frandsen.

"Historically this has been to the disadvantage of the destination however it also presents an opportunity as in many respects it is a destination that awaits further discovery by a discerning local and international tourism market."

He said the destination rests on four significant tourism pillars, which include eco and leisure tourism, culture and heritage tourism, sports tourism and food and wine tourism.

"In order to combat seasonality we will do our utmost to leverage the opportunities presented by events, especially during the winter months,” he said.

"Our local economy is linked in so many ways to tourism and improved tourism performance in Paarl and Wellington will have a positive effect on stimulating the overall performance of the economy in the area.”

- Fin24

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