Hang on: Cape Town launches new campaign to drive tourism and investment
11 June 2025
The City this week launched a coat-hanger marketing campaign at the Hotel and Hospitality Expo Africa, putting Cape Town into the hands of its visitors.
‘These
coat-hanger cards, soon to be hanging in accommodation establishments across
the metro, are more than a creative idea. They are smart, targeted tools
that will put Cape Town’s destination and investment features just a click
away, said the City’s Mayoral Committee Member for Economic Growth, Alderman
James Vos.
The
double-sided cards feature QR codes that link to This is Cape Town, the
city’s six-pillar place marketing platform, and to Invest Cape Town,
which showcases the city’s business and investment opportunities.
‘This
is a simple, tangible way to reach visitors and investors exactly where they
are, inviting them to explore more, invest more, and experience more of Cape
Town,’ said Alderman Vos.
Alderman
Vos also thanked the Federated Hospitality Association of Southern Africa
(FEDHASA) for its support in distributing the cards through its network of
hospitality providers. ‘This kind of partnership is what allows campaigns like
these to land where they matter most,’ said Alderman Vos.
‘This
campaign proves that clever doesn’t have to be complicated. By meeting visitors
where they are – literally - we’re turning simple hangers into powerful hooks
for travel, trade and tourism. FEDHASA plays a critical role in connecting
public and private partners, and it’s through this kind of collaboration with
the City of Cape Town that we unlock the real economic impact of the
hospitality industry, create jobs and keep Cape Town thriving,’ said Lee-Anne
Singer, the chairperson of FEDHASA Cape.
The campaign capitalises on the strength of Cape
Town’s hospitality sector, as demonstrated by a hotel occupancy rate of 64.6%
in April, outstripping the national average of 56.3%.
Additionally,
Cape Town has increasingly become a hub for meetings, conferences and events.
In the 2024/25 financial year, the Cape Town & Western Cape Convention
Bureau, powered by Wesgro and supported by the City, secured 36 new bids.
‘These
alone are projected to have an economic impact of R745 million and are expected
to bring around 27 230 delegates to Cape Town for events through to 2028. These
are thousands of professionals from all over the world and with this campaign,
we will be able to reveal to them the incredible variety of experiences that
our city has to offer,’ said Alderman Vos.
The
initiative forms part of Alderman Vos’s broader five-point programme of action
to boost Cape Town’s tourism sector, which includes:
1.
Landing more flights
2.
Docking more cruise liners
3.
Hosting more events and conferences
4.
Diversifying tourism products across the city
5.
Launching clever campaigns backed by strong conversion strategies
‘Tourism
isn’t just about travel, it’s a major economic driver. For every 100 air
arrivals, two jobs are created. That’s why we’re investing in marketing that
turns interest into impact, helping local businesses, creating employment, and
strengthening our visitor economy,’ said Alderman Vos.
He
also highlighted other recent campaigns promoting Cape Town’s cycling routes,
golf courses, and ocean-based adventures, all available via the This is Cape
Town platform and the City’s official website.
‘We’re constantly looking for
new ways to tell Cape Town’s story, and today’s launch is another smart step
forward,’ said Alderman Vos.
To
find out more about this campaign or to participate, contact: MMC Economic
Growth MMC.EconomicGrowth@capetown.gov.za
End
Published by:
City of Cape Town, Media Office
