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New ‘Choose Cape Town’ campaign to boost tourism, jobs this season

Leading up to Tourism Month and the upcoming visitor season, the City’s Mayoral Committee Member for Economic Growth, Alderman James Vos, proudly unveiled the new ‘Choose Cape Town’ branding campaign this week at Cape Town International Airport, setting the stage for an impactful travel marketing initiative.

The vibrant new branding will greet arriving and departing travellers at the airport's international terminal, inviting them to 'choose ocean adventure, investment opportunities, colourful culture' and much more as they explore what Cape Town has to offer.'This latest campaign builds on the momentum of our highly successful marketing efforts by the Tourism and Place-Marketing Branch within the City's Economic Growth Directorate, which last year reached millions globally – 8,2 million people in U.S. cities like New York, Miami, Washington, and Atlanta; and 3,3 million in São Paulo and Rio de Janeiro in Brazil. <figure class="subtopic-fullsize-img"> <img src="https://resource.capetown.gov.za/cityassets/Media%20Images%202/choose%20cape%20town1.jpg" class="responsive" alt="" style="width:944px;" /> </figure>'In 2022, we reached a staggering 25,4 million people across European cities. We've also extended our reach to travellers through the first two editions of our This is Cape Town magazine, available online in airport lounges around the country and on Kenya Airways flights. Meanwhile, our recent content partnership campaign generated over 2,6 million impressions, strategically targeting key international cities such as Lagos, Nairobi, Harare, Gaborone, Lisbon, Rio de Janeiro, São Paulo, Rome, Paris, Berlin, Amsterdam, London, Zurich, Sydney, Miami, and New York. To ensure broad engagement, content was translated into multiple languages,' said Alderman Vos. This campaign falls within the five-point action programme identified by Alderman Vos which is being implemented in collaboration with City teams and our business partners, such as Cape Town Tourism and Wesgro, and the private sector, to drive the tourism economy forward. These are the action points: expand flights, boost cruises, drive conferences, diversify tourism and do targeted marketing. <figure class="subtopic-fullsize-img"> <img src="https://resource.capetown.gov.za/cityassets/Media%20Images%202/choose%20cape%20town%202.jpg" class="responsive" alt="" style="width:821px;" /> </figure>Cape Town's tourism achievements:<ul><li>A total of 853 019 international flight arrivals between January and July 2024, which is 11% more compared to the same period in 2023.</li><li>A 7% increase in domestic flight arrivals with 2 026 238 people.</li><li>The cruise ships sector brought in R1,2 billion to the local economy in 2023 through passenger spending and ship services.</li><li>For every 30 arriving cruise passengers, the Western Cape cruise industry created one full-time job.</li><li>The Gross Value Add (GVA) of tourism, as published by Cape Town Tourism, the City's official Destination Marketing Organisation, reached an estimated R27,3 billion in 2023, representing 7,7% of the metro's total GVA. This is well above the 2019 GVA of R24,5 billion. </li><li>The tourism industry employed 91 378 people in the metro last year, representing 5,9% of the city's total employment. </li></ul>'Expanding flight routes, encouraging the increase in cruise ships from Cape Town, and attracting more events and conferences are all key parts of the programme. <figure class="subtopic-fullsize-img"> <img src="https://resource.capetown.gov.za/cityassets/Media%20Images%202/choose%20cape%20town%203.jpg" class="responsive" alt="" style="width:818px;" /> </figure>'The City funds the Convention Bureau to secure and support these conferences, which brings delegates who spend money in our businesses – from accommodation to retail and beyond. These events not only introduce new ideas and connections to Cape Town, but also directly contribute to our local economy. The Bureau secured 30 bids for the April 2023 to March 2024 period, which poured R1,03 billion into the region,' said Alderman Vos. Supporting tourism-connected businesses is another essential element. 'I firmly believe that if we continue to focus on these key touchpoints, we can not only boost the volume of arrivals and increase spending, but also create one tourism-related job in every household in Cape Town. This is why we will continue to push forward with projects that create jobs and opportunities in our communities. 'This coming Tourism Month, I will share exciting new initiatives, including a platform for exploring the region's wonderful wines, videos showcasing our diverse cuisine, the official launch of our Responsible Tourism Charter, and an international airline partnership campaign that promises to further elevate Cape Town's global appeal,' said Alderman Vos. The Economic Growth Directorate's Tourism and Place-Marketing Branch, reflecting the City's commitment to positioning Cape Town as a top global destination, spearheads these campaigns and initiatives. End

2024-08-26T22:00:00Z

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