City’s Six Pillar Content Partnership expands to tell more Cape Town stories

14 April 2025

The City’s Economic Growth Directorate marked the next phase of its tourism marketing strategy at this year’s World Travel Market Africa with the unveiling of its new promotional brochures, new collaborators for its Six Pillar Content Partnership and the fourth edition of This Is Cape Town magazine.

One year after it began, the partnership programme is now expanding its reach with new content producers spanning tourism, theatre, education, wine, design, outdoor experiences, digital storytelling, the business process outsourcing sector and investments.
 
‘Cape Town’s world-class appeal isn’t just found in its breath-taking landscapes or vibrant city life. It’s in the stories we tell about the people, places, and products that make this destination truly exceptional. Those stories are clearly connected with people because the programme saw a reach of 32,4 million on Meta and total engagement (shares, likes, clicks, comments, video views) of 1,6 million with audiences across Africa, Europe, North America, Asia, Oceania and parts of the Middle East,’ said Alderman James Vos, Mayoral Committee Member for Economic Growth.

The content in the programme speaks to at least one of the City’s six destination marketing themes: visiting, living, working, studying, playing and investing in Cape Town.
 
Also unveiled at the City’s stand at WTM Africa, the continent’s top travel and trade gathering, were two new brochures spotlighting Cape Town’s foodie and cultural scenes. The brochures will be digitally distributed into key source markets and into print with partner establishments and in airport lounges.
 
‘The Mother City is blessed with an eclectic range of theatres, museums, and other cultural hubs that celebrate and give voice to our talented artists. From long-standing spots like the Masque Theatre in Muizenberg, to globally renowned museums such as the Zeitz MOCAA, there is something for everyone. We are equally fortunate to be a haven for a plethora of eateries perfect for every palate and pocket. From street grub like the gatsby to fine dining restaurants, Cape Town has it all!’ said Alderman Vos.

The City also shared volume 4 of its This Is Cape Town feature magazine which spotlights the iconic Artscape Theatre, the local marine manufacturing sector, The Cape Town Carnival, and much more.
 
‘It’s incredibly gratifying to know that this magazine continues to resonate with people who pick it up in our airport lounges or on their Kenya Airways flight. On top of that, the first three digital magazines have enjoyed more than 194 000 total page views. This latest edition yet again highlights the variety of investment opportunities and visitor experiences that this city is home to,’ said Alderman Vos.

 
A digital copy of volume 4 of This Is Cape Town can be found here.
 
‘We do tourism to grow our economy, because every arrival means more jobs for our people and more opportunities for local businesses,’ added Alderman Vos.

Captions 1 – 3: Alderman James Vos, Mayoral Committee Member for Economic Growth, with visitors, City officials and programme participants at the World Trade Market Africa, the continent’s top travel and trade gathering.

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Published by:
City of Cape Town, Media Office