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Published by Murray Swart on
Leading up to Tourism Month and the upcoming visitor season, James Vos, the City’s Mayoral Committee Member for Economic Growth, unveiled the new ‘Choose Cape Town’ branding campaign this week at Cape Town International Airport, Cape {town} Etcreports.
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The vivid new branding will greet arriving and departing passengers at the airport’s international terminal, urging them to ‘choose ocean adventure, investment opportunities, colourful culture, and much more’ as they discover what Cape Town has to offer.
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‘This latest campaign builds on the momentum of our highly successful marketing efforts by the Tourism and Place-Marketing Branch within the City’s Economic Growth Directorate, which last year reached millions globally – 8,2 million people in U.S. cities like New York, Miami, Washington, and Atlanta; and 3,3 million in São Paulo and Rio de Janeiro in Brazil,’ said Vos.
‘In 2022, we reached a staggering 25,4 million people across European cities. We’ve also extended our reach to travellers through the first two editions of our This is Cape Town magazine, available online in airport lounges around the country and on Kenya Airways flights.’
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‘Meanwhile, our recent content partnership campaign generated over 2,6 million impressions, strategically targeting key international cities such as Lagos, Nairobi, Harare, Gaborone, Lisbon, Rio de Janeiro, São Paulo, Rome, Paris, Berlin, Amsterdam, London, Zurich, Sydney, Miami, and New York. To ensure broad engagement, content was translated into multiple languages,’ he added.
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This campaign is part of Vos’ five-point action plan, which is being carried out in partnership with City teams, corporate partners such as Cape Town Tourism and Wesgro, as well as the private sector, to propel the tourism industry forward. These are the action items: increase flights, boost cruises, promote conferences, diversify tourism, and conduct focused marketing.
‘Expanding flight routes, encouraging the increase in cruise ships from Cape Town, and attracting more events and conferences are all key parts of the programme.’
‘The City funds the Convention Bureau to secure and support these conferences, which brings delegates who spend money in our businesses – from accommodation to retail and beyond. These events not only introduce new ideas and connections to Cape Town, but also directly contribute to our local economy.’
‘The Bureau secured 30 bids for the April 2023 to March 2024 period, which poured R1,03 billion into the region.’
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Supporting tourism-connected businesses is another essential element.
‘I firmly believe that if we continue to focus on these key touchpoints, we can not only boost the volume of arrivals and increase spending, but also create one tourism-related job in every household in Cape Town. This is why we will continue to push forward with projects that create jobs and opportunities in our communities.’
‘This coming Tourism Month, I will share exciting new initiatives, including a platform for exploring the region’s wonderful wines, videos showcasing our diverse cuisine, the official launch of our Responsible Tourism Charter, and an international airline partnership campaign that promises to further elevate Cape Town’s global appeal.’
These programmes and initiatives are spearheaded by the Economic Growth Directorate’s Tourism and Place-Marketing Branch, which reflects the City’s commitment to promoting Cape Town as a leading worldwide destination.
Also read:
AG lauds CoCT as ‘pocket of excellence’ following clean audit
Picture:City of Cape Town
Article written by Murray Swart
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