The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, unveiled the new “Choose Cape Town” branding campaign at Cape Town International Airport this week.
The new branding at the airport’s international terminal will invite travellers to choose ocean adventures, investment opportunities, colourful culture and more.
Vos said the campaign is an extension of the successful marketing efforts of the Tourism and Place-Marketing Branch of the City’s Economic Growth Directorate.
“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.
“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.”
The campaign is part of a five-point action programme – in collaboration with city teams, Cape Town Tourism, Wesgro and the private sector– aimed at:
- Expanding flights
- Boosting cruises
- Driving conferencing
- Diversifying tourism
- Targeted marketing
Key components of the programme include expanding flight routes, promoting increased cruise ship activity from Cape Town and attracting more events and conferences.
“The city funds the Convention Bureau to secure and support conferences, which bring 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,” said Vos.
Supporting businesses connected to tourism is another essential element.
“I firmly believe that, if we continue to focus on these key touchpoints, we will 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,” added Vos.
“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.”
