A Decade of Adventure and Beauty

Exploring South Africa’s West Coast Way

West Coast Way is a destination marketing company that has revolutionised the tourism industry in the Cape West Coast region of South Africa. Founded in 2014 by Carmen Lerm, the initiative offers visitors a unique and diverse experience, highlighting the region’s rich culture, heritage, and natural beauty.

Over the last decade, West Coast Way, an alliance of FusionDesign, has expanded its business footprint and established itself as a specialist destination company, building various brands in the travel and tourism industry throughout Southern Africa.

Leading the West Coast Way Launch in 2014 – Zubeida Abrahams of West Coast Way, Leilahn Albertyn and Lisa Huang

The start of the journey

Carmen Lerm‘s early years were spent working in her father’s fruit and vegetable shop, where she gained valuable customer insights. She discovered that going the extra mile to provide exceptional customer service can make all the difference. She carried this dedication to her work in the business world – never compromising on her commitment to excellence, whether behind the counter or in the boardroom. With her years of experience and connections in travel and tourism, Lerm has created a force to be reckoned with in the form of West Coast Way.

Behind the striking West Coast Way identity

The iconic West Coast Way identity draws its inspiration from the captivating Black Harrier, a majestic bird native to Southern Africa. Peter Chadwick, a renowned photographer and co-founder of African Conservation Photography, skillfully captured the essence of this bird in his work, serving as the muse for the creation of the West Coast Way logo. The logo’s design intricately mirrors the silhouette of the Black Harrier, embodying the bird’s agility and elegance in flight. It symbolizes South Africa’s diverse and vibrant tourism offerings, with the attractions forming the body of the bird in the logo. The choice of the Black Harrier to influence the logo was deliberate, as it embodies qualities of resilience and power. Notably, the outline of the logo also echoes the shape of the Cape West Coast in South Africa, reflecting the origins of this dynamic destination marketing enterprise.

The Southern African Black Harrier – by Peter Chadwick

Plan your trip with www.westcoastway.co.za

The West Coast Way road trip starts at the Cape Town Big 6 attractions, including iconic landmarks such as the V&A Waterfront, Robben Island, Table Mountain Cableway, Cape Point, Groot Constantia, and Kirstenbosch National Botanical Garden.

“Embarking on a road trip is always exciting, but what if we told you that you could go on a journey that covers six themed routes, allowing you to explore 101+ gemsfrom Cape Town to Garies to Nieuwoudtville – and find the best wine and craft beer tastings, olives and Rooibos tea tastings, natural warm pools, cruises, game drives, and much more,” explains Lerm. “The initiative has helped to promote the Weskus’s hyper-localized cuisine, culture and biodiversity, all contributing to the growth of the regional economy by attracting visitors from all over the world and promoting sustainable tourism experiences.”

West Coast Way – South Africa’s Road Trip with the Most Twists

“West Coast Way’s mission is to put tourism within reach of top South African attractions, activities and accommodation places. We measure our success through the growth in tourism numbers and the increase of quality visitor experiences – two business growth factors that go hand-in-hand,” concludes Lerm.

Over the last ten years, West Coast Way has successfully marketed premium brands such as Thali Thali Game Lodge, Darling Brew, The Lodge at Atlantic Beach, and Kirstenbosch National Botanical Garden.

Contact Carmen Lerm today at 0861 321 777 or [email protected] and put tourism within your reach.

West Coast Way Is South Africa’s Road Trip With The Most Twists

Explore the Cape West Coast by planning a self-drive trip or book a guided tour for a nature and adventure-filled Cape West Coast holiday.

Road-Trip-Southern-Africa-West-Coast-Way-Routes Find a 101+ things to see and do on the West Coast Way: Enjoy wine, craft beer, olives and Rooibos tea tastings, Weskus cuisine and braaivleis (barbecue), swing into Citrusdal with a zipline, go Cederberg bouldering, jump into natural (warm) pools, step onto cruises of lagoons and rivers, trek through nature reserves and a National Park, hop onto game drives, try the skill of archery and angling, get your adrenaline pumping with sand-boarding and quad-biking, go horse riding, learn about the San culture and Riel-dancing, do kite- and windsurfing, chill in your flip flops and do surfing, book a kayaking trip, go beach hopping, learn about bees, whales and listen to our birds in a twitcher’s paradise – all in South Africa’s wildflower reserve. For more information on the West Coast’s top places to go, road tripping, hikes, tours and trails, explore westcoastway.co.za or call West Coast Way on 0861 321 777.  Follow us on @WestCoastWaySA on Instagram, Facebook and Twitter.


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