The City of Cape Town has launched a new campaign to attract visitors and create jobs as the tourism season approaches.
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Image: CoCT
The ‘Choose Cape Town’ marketing initiative, unveiled at Cape Town International Airport, aims to showcase the city’s diverse attractions and stimulate economic growth.
Alderman James Vos, the City’s Mayoral Committee Member for Economic Growth, introduced the campaign as part of a broader five-point action plan to drive tourism.
The plan focuses on expanding flights, boosting cruises, attracting conferences, diversifying tourism, and targeted marketing.
Recent statistics highlight Cape Town’s growing appeal:
- 11% increase in international flight arrivals (January-July 2024)
- 7% increase in domestic flight arrivals
- R1.2 billion contribution from the cruise ship sector in 2023
- Tourism’s Gross Value Add reached R27.3 billion in 2023
- 91,378 people employed in tourism last year
The campaign builds on previous successful marketing efforts that reached millions globally. Vos underlined the importance of events and conferences held in the city, noting that the Convention Bureau secured 30 bids worth R1.03 billion for the region.
Looking ahead, Cape Town plans to launch new initiatives during Tourism Month, including wine tourism promotions, culinary showcases, and a Responsible Tourism Charter.
The ‘Choose Cape Town’ campaign adds to the city’s appeal as a top global destination while aiming to create tourism-related jobs in Cape Town households.
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