South Africa Tourism: The Cape Town Water Emergency – from crisis to opportunity

South Africa Tourism, a tourism board for South Africa, dispelled misinformation about the Cape Town water crisis and raised awareness by highlighting it as a global problem, encouraging tourists to return to the country.

Summary

Headlines like "Drought-hit Cape Town dreads 'Day Zero' when taps will run dry" (Reuters,26 January 2018) are a real issue when your role is to encourage tourists to visit the most popular destination in the country. In a misguided attempt to encourage reduced water consumption in Cape Town during the January drought in the Western Cape, the local government had created the term"#DayZero", referring to a day when the city would potentially cut the regular flow of water – an attempt to force local residents to dramatically cut their water usage as the situation became critical. The dramatic messaging...

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