Sector
A cable way linking the historical heart of Swellendam to the 10 o’clock peak of the Langeberge is planned to fully unlock the tourism potential of the town. It will make Swellendam a destination instead of stop-over place as it is now, half way between two top-tourist destinations: Cape Town and the Garden Route. The cable way will become must-do-experience.
The cable way is meant to become the centre of tourist attraction and the arterial along and around which the tourism industry will mushroom, creating a lot of new employment and a financial injection into the local economy.
Safety is essential.
Primary infrastructure (mainly the competence of the municipality)
- Eco hike trail along the river between parking A and the departure terminal (2km)
- Parking B: outside town, close to departure area of the cable way (only accessible during events)
- Natural amphitheatre, close to departure terminal of the cable way
- Departure terminal (at the foot of the mountain)
- Half way arrival terminal and amenities (optional)
- Panorama terminal and amenities (not visible from town)
- Strategic link to Bontebok park (corridor through Appelbosch farm)
Tourism industry (as examples, to be subcontracted)
- Shuttle service between parking A and the departure terminal (BEE)\
- Guides for eco river trail and mountain trailsSouvenir street for local art sales
- Health care centre
- Restaurant and mountain hotel
- One or more conference and/or function rooms to attract city corporate people and private functions.
- A top mountain coffee-shop and panorama point overlooking the whole southern point of Africa.
Marketing strategy
The generic marketing strategy is a pull strategy promoting the cable way as the
main attraction towards the tourism professionals and internet surfers. Local third parties will benefit from the created slipstream to develop or to boost their own tourism business.
Unique selling points:
- Swellendam is a rapidly developing town with a nodal function in the Western Cape: every tourist hits Swellendam on his 4 hour trip from Cape Town to the Garden route.
- Unique panoramic view over the whole Overberg up to the Indian Ocean 120km distant.
- Tour operators can offer a much better tourism experience to travel time ratio.
This cable way project must be regarded as a tool for local economic development. It should be self-sustaining but mostly benefit directly to the local economy/community and indirectly to the municipality.
Broad financial projections
The initial investment of the cable way, including the departure and arrival terminals is estimated to
R65-million. Direct revenues from the tickets sold are expected to be in the range of R20-million per annum from year three on. After subtraction of the operational costs, the depreciations and the levies of the municipality and Marlott Nature Reserve, the pay back period is estimated at eight years.
The municipality is facing some investments in the infrastructure (access, parking, etc.) that will benefit to the local community. These should be financed through the appropriate channels.
Private entrepreneurs in the tourism industry will set up or expand their business along or around the cable way in order to cut their best part of the new pie.
Description of the technology/process
If not available in South Africa, the cable way equipment will have to be imported from countries familiar with the technology. Safety will be the highest priority superseding all others. Local people will receive adequate training in the field of safety,
maintenance and rescue.
Geographic location
Swellendam has been chosen as ideal location because the centre of town is close to the mountain. It is not desirable to put up a cable way far from the centre. Swellendam lies on the N2 and is a natural stop-over place for travellers from Cape Town to the Garden Route. The Koornlands rivier forms a natural corridor for the project.
Projected job creation/retention
Compared to the capital outlay for the cable way the direct employment will be limited to the people operating and maintaining it after its construction.
The indirect employment however is expected to be spectacular in the tourism/hospitality sector.
This project will create once in a life time opportunities for the Emerging Business Forum of the district municipality to help previously disadvantaged people to set up their own business.
Partners
WF
Hendrickx Municipal Manager, Swellendam Municipality
T Botha Municipal Manager, Overberg District Municipality
Marlott Nature Reserve
Bontebok National Park
Emerging Business Forum R Warie
BEE Partners
