GEORGE NEWS - The 2025 Fuel the Future Tourism Conference on Wednesday 28 May at Town Lodge George, has reinforced George, Wilderness and Uniondale Tourism’s reputation for progressive tourism leadership, says George Tourism Manager Joan Shaw.
"With data, collaboration, and community at the heart, the region is clearly poised for continued growth and international recognition," said Shaw.
"The day featured robust discussions, strategic presentations and inspirational storytelling from across the sector, reinforcing George Municipality’s ongoing commitment to data-driven, inclusive, and sustainable tourism development."
The conference, hosted by George, Wilderness and Uniondale Tourism, united tourism stakeholders from across the region to reflect on progress, share trends and insights, and celebrate the partnerships shaping the future of the destination.
Strategic collaboration in action
One of the key highlights was the update from Charl Marais, chairperson of the newly formed George Joint Marketing Association (GJMA) - an outcome of the George Tourism Advisory Committee.
Marais highlighted the significant achievements of this partnership, including the rollout of the George Trails project and the region’s pioneering efforts to position itself as the Home of Golf in Africa. Several top courses are already on board, reinforcing the area's potential to drive niche tourism through world-class golf experiences. Engagement underscored the region’s strong reputation as a golfing destination.
Marketing and branding: A unified voice for the destination
Senior Tourism Officer Sharon House presented key updates on destination marketing, including brand rollouts, campaign visibility, and advertising.
Recent campaigns have elevated the George, Wilderness and Uniondale identity through strong visuals, key placements and integrated digital outreach.
Marketing milestones included the launch of the George, naturally brand and rollout, in-destination awareness through the Garden Route Mall ETA Expo and billboard placement at the Garden Route Mall and George Airport, trade shows such as World Travel Market Africa in Cape Town, International Golf Travel Market in Portugal, and Africa’s Travel Indaba in Durban.
There were also targeted digital advertising yielding 200 000+ targeted YouTube views, and a centralised social media approach that grew Facebook and Instagram reach to over 3.2 million.
Shaw, host of the event, shared updates about the newly funded tourism road signage at key attractions, tourism office building renovations and upgrades, the events compliance and support workshop, and the tourism office microstructure.
Dorp van die Jaar
Leon Brits of the Wilderness Ratepayers and Residents Association (WRRA) delivered a passionate update on Wilderness’s journey to becoming a finalist in the national Dorp van die Jaar competition. He encouraged local tourism stakeholders to support the final voting phase set to launch in July. The nomination is a testament to what can be achieved through community collaboration and civic pride.
Data, film and market expansion
Tourism Officer Ricardo Classen presented a compelling look at tourism metrics, visitor patterns, and global trends during 'Data-Driven Destinations', offering practical insights to inform decision-making for the year ahead. Classen highlighted a steady 42% international visitor share, and George’s performance in occupancy and check-in metrics.
The event also spotlighted the emerging film sector with Shaw introducing recent productions filmed in the region. Trailers for Die Brug and Tuiskoms demonstrated how the area’s natural beauty and infrastructure were showcased on these kykNET and Netflix shows.
Emerging markets were addressed in a panel featuring Fayrouz Holliday-October from the Halaal Tourism Association of South Africa and Madeleine Hetem from Tamrich Tours, with a focus on the increasing influx of Middle Eastern travellers in the winter months. Their insights on service readiness and product adaptation for the Halaal market were well received by the industry audience.
Joan Shaw, Tourism Manager of George, Wilderness and Uniondale Tourism, hosted the day's program for the Fuel the Future Tourism Conference.
Marclen Stallenberg from George Airport shared news of the upcoming expansion which will significantly increase capacity and elevate the visitor experience.
Zandile Meneses of Headstrong Productions also introduced the audience to the Karoo to Coast Mountain Bike Challenge’s new Wine and Wheels Expo, contributing to the region’s growing calendar of destination events.
Town Lodge George, the official hospitality partner, fully sponsored the conference venue and catering, revealing its stunning new look following a major renovation. Guests were treated to a guided walkthrough and a lunch at the refreshed onsite restaurant, which is also open to the public and expected to become a popular local dining option.
Reflecting on the day, Shaw said Fuel the Future is more than a theme - it’s a mindset.
"Our role is to support tourism businesses, unlock growth opportunities, and ensure that George, Wilderness and Uniondale remain competitive, inclusive and inspiring destinations. This conference is about reconnecting, sharing knowledge, and reinforcing our collective ambition to build a tourism economy that benefits everyone."
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