The substantial increase in Cape Town’s tourism in the past year can be attributed to a multifaceted approach, according to James Vos, City of Cape Town Mayoral Committee Member for Economic Growth and Tourism.
The City, in collaboration with its partners, executed marketing campaigns that highlighted Cape Town’s diverse destination offerings.
These campaigns were tailored to appeal to specific audiences and groups seeking experiences related to luxury, adventure, family and friends, nightlife, culture, and more.
Vos explains that authenticity in marketing was a top priority to provide travellers with a genuine sense of the remarkable places, people, and products of Cape Town.
“Initiatives such as Air Access, Cruise Cape Town, and the Cape Town and Western Cape Convention Bureau played a crucial role in securing more flights, cruise ship visits, and events and conferences in the city.”
Creating tourism-related jobs in every household
Vos has a mission to see tourism-related jobs in every Cape Town household, driven by the understanding that tourism is a connective tissue for investment and employment opportunities.
He says tourism acts as the gateway through which local cuisine, fashion, and other aspects become global trends. It also attracts investors who, while visiting Cape Town, recognise the potential to establish businesses in the city's thriving industries.
This mission’s success is underpinned by five key elements:
- Expanding flight routes from various source markets to further boost the inflow of tourists.
- Increasing cruise travel from additional destinations, thereby diversifying the city’s tourism offerings.
- Attracting more events and conferences, encouraging delegates to book local accommodations and services during their stays.
- Supporting tourism-connected businesses by developing high-quality, authentic, and innovative products and services.
- Continuously launching marketing campaigns that showcase the diversity of Cape Town’s destination products to drive bookings.
A top destination on the global tourism map
The tourism boom experienced by Cape Town in 2023 is representative of the City’s strategic destination marketing initiatives.
The city’s robust tourism industry has firmly bounced back to its pre-pandemic successes, now with more innovative approaches and enhanced flexibility to adapt to changing global markets than ever before.
Vos’s ambitious goal to see tourism-related jobs in every household also underscores the role of tourism as a catalyst for economic growth and investment opportunities.
He emphasises that, with the focus on expanding flight routes, diversifying cruise travel, attracting events, supporting local businesses, and continuous innovative marketing, Cape Town is positioned to maintain its status as a top destination on the global tourism map.
Air travel
Cape Town International Airport saw a record-breaking 2.8 million two-way international air travellers in 2023; the domestic terminal processed more than 6.8 million two-way passengers, almost a million more than the previous year.
The airport also recently clinched the title of Best Airport in Africa for the ninth year in a row, alongside Best Airport Staff Service in Africa for the fourth consecutive year.
Reflecting on a successful 2023
The V&A Waterfront also had a record-breaking season in 2023, with over three million visits, a 55% increase from the previous year.
Cape Town Tourism says significant investment in food and retail offerings, hotels, and attractions, including the newly launched Time Out Market Cape Town and the relaunched Cape Wheel, contributed to this success.
The Waterfront also hosted its biggest New Year's Eve event, attracting over 80 000 attendees.
Despite some closures due to weather and fires, Cape Town's attractions saw a significant visitor increase.
Kirstenbosch National Botanical Garden reported a 6% increase from 2022, welcoming 112 400 visitors. Chapman's Peak Drive saw a 15% recovery compared with 2022, with 111 538 visitors.
Groot Constantia, the oldest wine estate in South Africa, welcomed 72 476 visitors, a 55% increase from 2022. Table Mountain and Two Oceans Aquarium also reported substantial foot traffic, with 107 094 and 81 000 visitors, respectively.
