Tourism woes a handicap for Paarl
2011-03-31
THE administration of tourism in Paarl leaves much to be desired. That is the broad consensus of various role-players in the local tourism industry. And the main reason for this is the lack of collaboration between Drakenstein Municipality and Paarl Tourism, the local tourism association. Prior to 2005, Paarl Tourism had its own office, and received funding from the Municipality, but thenthe Municipality decided instead to establish its own tourism department, leaving Paarl Tourism in the lurch. Ever since, Paarl Tourism has only been able to employ one staff member who handles enquiries electronically and telephonically, compiling brochures, and spending much time out of the office with clients. Although Paarl Tourism, after a few years’ absence, is once again housed at the information centre, the front of house interaction with tourists is left to municipal staff, who run the office. Lately many complaints have been received about the lack of service delivery at the information centre, with municipal officials said to be inadequately informed on tourism issues. One visitor to Paarl recently said that when enquiring at the information centre about accommodation against the foothills of Paarl Mountain, he was instead directed to an address in Paarl East. In many Boland towns such as Stellenbosch, Franschhoek and Robertson, tourism offices are successfully run without front office municipal involvement Another shortcoming of the information centre is the fact that no tourist memorabilia, for example postcards, may be sold here by municipal officials. Furthermore, the municipality has not signed a Memorandum of Understanding which stipulates what the respective responsibilities are, and who should be doing what. As a result, Paarl Tourism does not comply with provincial legislation, because they have been unable to receive accreditation from Cape Town Routes Unlimited. There is much duplication, with both Paarl Tourism and the municipality having their own tourism websites. In addition, the municipality perseveres in promoting the Drakenstein brand, a term not known by many, and seldom indicated on maps. Gershom Wright, acting chairperson of Paarl Tourism, said that the priority of any tourism association must be to create an environment which lures tourists to the area. “We have been negotiating with the Western Cape tourism authorities to iron out the difficulties which we are having, to get Paarl Tourism accredited as soon as possible. This is a giant industry, but Paarl has yet to promote itself to its full potential.” A spokesperson for the Municipality said that the Drakenstein Municipality had decided to internalise the tourism function due to the fact that tourism development was being neglected, while only the businesses of members of Paarl Tourism and Wellington Tourism were marketed. “The Municipality carries most of the costs of these offices, including the staff salaries. “We co-fund various brochures and marketing material in partnership with Paarl and Wellington Tourism Associations. “Negotiations on a Memorandum of Understanding continue.”
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