After a record-breaking 2024, the City of Cape Town is setting its sights on growing visitor numbers in 2025 by expanding flight access and harnessing recently approved frameworks such as the Trusted Tour Operator Scheme (TTOS) and the Remote Work Visa.
Tourism marketing and development efforts will again be led by longstanding Mayoral Committee Member for Economic Growth, James Vos, who is seeking to build on a number of impressive achievements from airline and cruise tourism perspectives. He said Cape Town International Airport welcomed more than 10 million passengers in 2024 with 226 international flights arriving weekly.
“Deepening partnerships with global airlines has been another key focus area. We worked tirelessly to launch co-marketing campaigns positioning Cape Town as a premier destination. Every new route added and every passenger booked enhances tourism, trade and investment, delivering significant economic benefits to our city,” Vos said.
The city’s cruise terminal will host 88 liners over the 2024/25 season, bringing an expected 120 000 passengers to the city.
Turning attention to 2025
Vos said the city will focus on expanding direct flight connections, growing high-potential untapped markets and deepening Cape Town’s formalised tourism partnerships with international cities such as Berlin and New York.
“India and China present significant opportunities for Cape Town. In 2025, I will personally lead strategic trade missions to these countries to establish new airline routes, secure partnerships and showcase Cape Town’s unique offerings.” Vos cited the TTOS, launching this month, as a key mechanism for securing more business from the Asian powerhouses.
Following the successful introduction of the Remote Work Visa in October 2024, his department will also roll out targeted campaigns to position Cape Town as the “ultimate destination” for international remote workers.
Particular emphasis will be placed on securing repeat visitors.
“As we welcome the new year, my wish for Cape Town is simple yet powerful: that every visitor to our city becomes a repeat visitor. Repeat tourism is crucial for Cape Town’s sustainable growth. Research shows that loyal visitors spend more, recommend destinations to others and provide valuable feedback,” Vos said.
Success ‘not coincidental’
Vos attributed the city’s tourism and broader economic success to effective execution of an overarching five-point action plan that includes:
1. Landing more flights by expanding air access for passengers and cargo.
2. Docking more cruise liners by positioning Cape Town as a premier cruise destination.
3. Hosting more conferences by cementing Cape Town’s status as Africa’s leading business tourism hub.
4. Boosting local attractions by showcasing Cape Town’s unique offerings to grow visitor numbers.
5. Unlocking investment by partnering with the private sector to enhance tourism infrastructure.
These aims are supported by deliberate, conversion-driven marketing campaigns that prioritise turning interest into bookings through innovative initiatives. Vos cited branding black cabs in London with QR codes linked to Cape Town travel offers as a prime example.
“These efforts, as part of the Choose Cape Town campaign, showcased our city’s appeal in key markets, proving how focused marketing can deliver results.”
