Economic impact of special interest tourism on Cape Town: A case study of the 2009 Mother City queer project

Abstract

Tourism is undoubtedly one of the foremost industries world-wide, generating jobs, contributing to the GDP of a country and offering exciting opportunities to explore unknown attractions and destinations. South Africa is the leading tourist destination on the African continent. Niche tourism, or Special Interest Tourism (SIT), as opposed to mass tourism, has been identified by the South African tourism authorities as the preferred way of attracting high-value tourists to this country. One of the identified niche areas is gay tourism. This tourism market segment is characterised by high numbers of single persons (some in a relationship), with considerable disposable income, the so-called DINKs – double income no kids group. Cape Town, with its excellent tourist attractions and facilities, its liberal attitude to people of all walks of life, and its customs, has developed into an important gay tourism destination for South African and international visitors. Being recognised internationally as a leading gay business and holiday destination, the question now arises as to the economic worth of this SIT market segment. The annual Mother City Queer Project (MCQP), which has been held in Cape Town since 1994, was an opportunity to measure the economic impact of this niche tourism sector. To establish the economic importance of the MCQP festival, and therefore the economic contribution to the GDP of Cape Town, businesses in the Mother City, (including those which cater for gays) and especially in close proximity to the 2009 MCQP festival site, were surveyed to establish the impact on their businesses of the festival. Festinos at the festival were also questioned on various personal aspects pertaining to their economic contribution to the festival. The survey results reveal that the one-night 2009 MCQP could have contributed as much as R26 million to the Cape Town economy, a significant injection, and proof of the importance of SIT tourism – in this case gay or „pink‟ tourism.

Key words: Tourism, niche tourism, special interest tourism (SIT tourism), gay tourism, economic impact, economic worth, MCQP.