Cape Town - The state of Cape Town's tourism figures are in a relatively healthy position but the challenge for the industry is to keep innovating and being creative, Mayor Patricia De Lille said at the Cape Town Tourism’s annual general meeting, held at the Cape Town Convention Centre on Thursday.De Lille referred to recent Grant Thornton research, commissioned by the city, that shows the city’s tourism industry generated R14,6 billion in 2012, up from R12,4 billion in 2009. The mayor remained cautious in her speech, encouraging the marketplace to keep re-assessing and re-evaluating its successes. "You can only maintain market strength by constantly having a sense of renewal and staying ahead of the curve. Certainties of the past cannot be relied upon. A range of factors, including new development patterns, new tourism markets and destinations and changing financial realities will shift this pattern in coming years if we become complacent," De Lille said. The key question De Lille highlighted was for the industry to understand why it wanted to bring people to Cape Town as this would aid in making it stand out."We have to find a means of packaging everything this city has to offer, everything that we believe in and love, to draw people here to visit, work, invest do business and live. This involves a number of things we need to do, a number of ways to try and speak above the normal noise. That means creating new energies in a larger effort to reposition this city. "Working with the City and other partners, Cape Town Tourism will build on all of our strengths. And by working with each other, we will communicate the truth of Cape Town that we all know to the rest of the world," said De Lille.Cape Town Tourism's Annual Report 2013 included the following performance outputs - download it here- There was a 40% increase in Mango flights in May 2013 compared to May 2012 as well as good increases in the packages sold compared to the same period.- Information communication technology (ICT) and eBusiness division achieved an 11% saving in communication costs – well above the annual target of 5%- More than 3.2 million visitor interaction in 2012 via our information centres, website and touchscreens which produced a solid conversion rate of 79%.- International arrivals remain on the decrease though with a total of 667 814 international arrivals through Cape Town International Airport in 2012, anoverall decrease of 0.19% compared to the previous year. In the first half of 2013, a total of 334 794 international arrivals came through the airport, an overall decrease of 4.2% compared to the same period in 2012.