SO-CALLED boutique conference venues that aim at a select niche market are piggybacking on the marketing success of cities like Cape Town.

Francois Steyn, GM of The Pavilion Conference Centre in the heart of Cape Town's Victoria & Alfred Waterfront, says: "It's been a good winter season and we did not experience the decline in business that we might normally have expected. It's been an even curve rather than a bumpy ride."

Steyn believes centres are benefiting from the major marketing campaign conducted by the Cape Town International Convention Centre and the Cape Town Convention Bureau to bring business tourism to the Mother City.

There is room for all industry players, he says. "Not everyone wants to go to a big venue. Many want a smaller boutique venue, with personalised service, which is the market we cater for."

He believes another factor contributing to the good Cape winter season has been the late scheduling of a number of corporate conference events and product launches that would normally have been slotted in for February and March.

Some of these were postponed due to factors such as the Cricket World Cup, the outbreak of Sars and the Iraq war, with many conference organisers changing their travel plans accordingly.

Steyn says the UK market appears to be particularly strong. "One can get from London to Cape Town within 12 or 13 hours and people can get away for three days to a relatively inexpensive destination that has plenty to offer. They pay in rands and this enables local players to compete favourably against the likes of Spain and other Mediterranean countries."

"There seems to be a lot more business for hotels with extensive conference and banqueting facilities," says Jon Smith, banqueting manager of Cape Town's Mount Nelson Hotel.

"Our season has lengthened in recent years and we are seeing a great deal of return business."

Smaller conference centres away from the major metropolitan areas are also finding their niche in the business and leisure market. The Athene conference centre at the Club Mykonos Resort and Casino on the Atlantic coast can accommodate groups of up to 400 delegates.

Sep 23 2003 07:18:20:000AM  Business Day 1st Edition