Itumeleng Pooe

Itumeleng Pooe is a tourism and wine-marketing specialist and MD of Afri-centric Tourism Consulting, which specialises in turnkey marketing solutions for products, destinations and tourism authorities throughout Africa. Her career in the travel industry spans more than 20 years, beginning with 10 years at South African Tourism where she held the position of Marketing Manager for Asia and Oceania among other marketing positions.

She subsequently worked for different travel and tourism related organisations both in the private and public sector, where her work has been instrumental in developing international, national and provincial marketing and development strategies. As a result, she has an extensive marketing background and experience in emerging markets after many years of dedicated service in Africa, Asia (including a stint at the Tokyo International Centre) and the Middle East.

In 2007, Itumeleng was awarded a Regional Business Achiever Award by Business Women Association Western Cape. Other achievements include an award as one of the 2003 Unsung Heroes in recognition of her contribution to tourism growth in the Western Cape. She holds a post-graduate diploma from the internationally recognised Schloss Klessheim Tourism and Hospitality College, in Salzburg, Austria and Certificate in Tourism Promotion from Tokyo International College.She spent time at the Western Cape Tourism Marketing Agency and was, until recently, the Executive Manager responsible for Emerging Markets (Africa, Asia & Middle East). Her responsibilities also included domestic marketing and events tourism.

As Executive Manager, she conceived, developed and implemented the Cape‘s dedicated 2010 FIFA World Cup™ tourism marketing campaign, “Beyond the 90 Minutes”, which was hailed as tourism and media success.

Before joining Cape Town Routes Unlimited, she was the Chief Executive Officer of the Franschhoek Wine Valley for more than three years. This is a multi-sector organisation made up of 300 members including wineries, accommodation establishments, art galleries and restaurants. She introduced innovative marketing techniques and grew Franschhoek’s profile as a Cape Winelands destination such that it is still a step above other towns and wine routes. She was responsible for the launch of the Franschhoek Champagne Festival which saw French Champagne Houses working side by side with Méthode Cap Classique producers from all over the Cape