Cape Town: The latest global destination campaign by the City of Cape Town was streamed live across the six continents. Member of the Mayoral Committee for Economic Growth – Alderman James Vos officially launched the bold new Destination Marketing Campaign.
Reportedly, the Destination Marketing Campaign will be rolled out across six continents and 55 cities, which is an unprecedented moment for Cape Town’s place-marketing efforts.
The campaign is driven by the Economic Development and Investment Department of the City of Cape Town through its Tourism and Place Marketing Branch, which is taking Cape Town’s story further and wider than ever before.
Alderman James Vos stated that this campaign is the most ambitious global push yet. They’re proudly name-dropping Cape Town in six continents and 55 cities. He expressed excitement while sharing the incredible reach of this campaign. They want the world to feel and see Cape Town.
According to Vos, this is a campaign rooted in emotion, a celebration of a city where you can be in a boardroom in the morning and on a surfboard in the afternoon.
He said that Cape Town is a place of contrast and connection. Through this campaign, he wants the world to see the cultures, crafts, cuisines, and communities. These are the elements that make them unforgettable. And they form the heart of the six-pillar narrative: a city to visit, live, work, play, study and invest.
The campaign features dynamic storytelling through video, photography, and bold visuals across international social media channels, digital platforms, print magazines, billboards, and even the branding of London’s iconic black cabs. Further engagements will take place at global travel, trade, and media shows.
Vos said that they are breaking new ground in new markets. Cities like London, São Paulo, Lusaka, Berlin, Shanghai, Nairobi, Dubai, New York, Mumbai, and Sydney are just a few of the 55 global locations where Cape Town’s message is being showcased. The WTM Global Travel Report predicts a 40% increase in international leisure travel to Cape Town by 2030, and with this kind of visibility, he believes that they can go beyond even for those optimistic forecasts.
Furthermore, the new global push builds on Cape Town’s growing marketing footprint. In 2022, the City of Cape Town has reached 25.4 million people across European markets. Last year, campaigns in India and China generated more than 150 million impressions. Now, Cape Town is making inroads across Africa, the Middle East, Asia-Pacific, the Americas, and Europe on a scale never seen before.
Cape Town is doing this because every visitor fuels economic opportunity. More visitors mean more bookings for the restaurants, attractions, tours, and small businesses. Tourism has already created more than 106,000 jobs, but James Vos is determined to see that number growth. His long-term goal is to see at least one tourism-related job in every household in the city.
Cape Town is fully geared up to welcome the surge in visitor numbers this season. The city has intensified destination readiness efforts across the metro, from expanded area cleaning services and enhanced public spaces to continuous investments in energy, water, and mobility systems.
This is supported by a record festive season safety operation, with 700 newly deployed enforcement officers joining over 4,000 existing personnel, alongside 340 beach lifeguards and 343 swimming pool lifeguards. Every one of these measures is designed to ensure that visitors and residents alike enjoy a safe, clean, and world-class Cape Town experience.
They also recognised the partners that help Cape Town soar. Their achievements are built on partnership. The Air Access team, Cape Town Tourism, and the Convention Bureau help them land more flights, dock more cruise liners, secure major conferences, and run conversion-driven campaigns. Their efforts, combined with the global push, ensure Cape Town remains top of mind for travellers and decision-makers around the world.
For Vos, tourism is one of Cape Town’s most powerful job creators, that boldly positions them in new and emerging markets. They are unlocking opportunities, supporting local businesses, and building a stronger, more inclusive economy for the communities.