Cape Town is stepping into the global spotlight with bold new energy. A sweeping marketing campaign is taking the city’s story across six continents and 55 cities, raising the Mother City’s profile on the world stage.
The campaign, which was launched yesterday (2 December), features dynamic storytelling through video, photography, and bold visuals across international social media channels, digital platforms, print magazines, billboards, and even the branding of London’s iconic black cabs.
James Vos, Mayco member for economic growth, said that through this campaign, he wants the world to see Cape Town’s cultures, crafts, cuisines, and communities.
“These are the elements that make us unforgettable. And they form the heart of our six-pillar narrative: a city to visit, live, work, play, study and invest.
“For every ten international arrivals, one job is created. We are doing this campaign to grow our visitor economy, to get more forward bookings so that we can get more economic spinoffs and jobs in tourism and hospitality.”
According to Vos, nearly 7% of Cape Town’s workforce is employed in the tourism sector.
When asked about the City’s readiness to welcome the influx of visitors this holiday season, Vos said they have intensified their destination readiness efforts across the metro.
“We are rolling out expanded area cleaning services, safety and security personnel are being deployed across the city. Our beach and swimming pool safety initiatives are being implemented. I have confidence that we will provide visitors and residents with a world-class safe, clean experience.”
He called on citizens to welcome visitors.
“We need the help of the private sector and citizens to help us welcome visitors and residents into our communities and businesses, because it is the warmth that will make visitors come back.”
Angelica Munoz Cordoba, chair of the Cape Tourist Guides Association, welcomed the initiative.
“This season has a big impact on our jobs. What the city is doing in promoting Cape Town as a destination is good. It provides jobs to all our tour guides.”
She explained that the association has about 4,000 registered tour guides in the Western Cape.
“We call on travellers to make use of registered tour guides not only for city tours but also when they go hiking. The experience will be better, and knowledge will be shared. The knowledge we share is the memories that travellers take back home.”
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