The City of Cape Town has launched the ‘Choose Cape Town’ campaign, a strategic initiative to increase tourism bookings and support local businesses. The campaign was officially introduced by James Vos, Cape Town's Mayoral Committee Member for Economic Growth, at the World Travel Market in London.

“This first-of-its-kind initiative is more than just a campaign; it’s a strategic vision brought to life, designed to drive forward bookings and create real, measurable benefits for our local businesses and tourism sector,” said Vos.

A key feature of the campaign is the branding of London’s black cabs with images of Cape Town’s landscapes. Each cab includes a QR code that directs viewers to the ‘This Is Cape Town’ website, where they can explore travel options and access a 15% discount on flights to Cape Town with Norse Atlantic Airways.

“By wrapping London’s iconic black cabs with striking visuals of Cape Town’s natural beauty, we’re capturing attention and creating a direct connection,” said Vos.

“With a simple QR code scan, Londoners can explore booking options, and benefit from discounts on flights. This seamless call-to-action makes it easy for travellers to start their Cape Town journey.”

The campaign, developed by the City’s Place Marketing and Tourism Branch, aims to highlight Cape Town’s appeal as an international destination known for its natural landscapes and outdoor activities.

“With our uniquely recognised natural landscapes, adrenaline-pumping adventures, and majestic mountains, this campaign highlights everything that makes Cape Town a bucket-list destination,” said Vos.

The launch coincides with Norse Atlantic Airways’ new direct flight between Cape Town and London Gatwick, marking a significant milestone in Cape Town’s connectivity with the UK.

Vos, who attended the airline’s welcome ceremony, said: “This new route enhances our connectivity with the UK, creating more travel opportunities and further fuelling Cape Town’s economy through tourism. With 31 weekly flights now connecting Cape Town to the UK, we are building stronger ties that drive growth and a brighter future for our city.”