The WTM Global Trends Report by Euromonitor International has just been released at WTM London, and one of the main findings is that “hipster neighbourhoods” are the way to go.
According to the report, especially young travellers are behind this recent move to explore areas outside the mainstream, and are seeking to live in areas that were once undesirable but are now trendy. Regarded as being outside the cultural mainstream, these visitors are embracing districts, seeking to experience the hipster culture which typically involves pop-up restaurants, vegan cafés, independent shops and craft galleries.
This finding perfectly mirrors the Love Cape Town Neighbourhoods series that Cape Town Tourism has been working on over the past few months and that was officially launched in September.
The video campaign, which has so far showcased the CBD, Woodstock and Kalk Bay, is designed to get tourists travelling like locals, showcasing the hidden gems like the shops, restaurants and businesses where locals swear you’ll find the best food, art, crafts and experiences. Look out for the upcoming Langa showcase video.
Duminy explains: “Cape Town Tourism saw that the “travel like a local” trend was taking off across the world and capitalised on this by commissioning a series of videos aimed at taking visitors and locals through the city’s neighbourhoods. We have also created more than ten blogs focusing on specific neighbourhoods, and our app “The Official Guide to Cape Town” is inspired by the city’s insiders – locals.
We want to expose all of our city, especially the fantastic venues, attractions and experiences you may not find in a brochure.
The trend is aligned with the fact that Millennials, people between the ages of 18 and 34, make up the biggest travel market. 47% of them are researching their trips by word-of-mouth and 29% online. 31% use Instagram while travelling and 56% upload their experiences to Facebook while travelling”, he continues.
Our Love Cape Town Neighbourhoods series reaches out to precisely this market, so we’re happy to say that we are ahead of the trend. We however know that the tourism industry is ever changing, and we should work hard to stay on top of our game and keep innovating,” Duminy concludes.
* The WTM Global Trends Report by Euromonitor International is always at the forefront of accurately predicting major travel trends around the world, looking at how the travel industry is developing in a rapidly changing landscape.