The Mayoral Committee has recommended the appointment of Cape Town Tourism (CTT) as the City’s official Destination Marketing Organisation for a further three years.
The final report will be submitted to full Council for adoption.
The recommendation means that the City’s Economic Growth Directorate can now begin drafting the terms of the new Service Delivery Agreement (SDA) between the City and CTT.
‘The new agreement will define the key outcomes expected from Cape Town Tourism in its role as the City’s official DMO. This includes delivering destination management and marketing services to continue boosting visitor arrivals, in turn increasing economic benefits across the metro,’ said Alderman Vos, the City’s Mayoral Committee Member for Economic Growth.
‘Working with CTT is one of the City’s most valuable in-roads to the industry and helps us to shape our tourism landscape in ways that create jobs and support our economy. This sector contributed an estimated R27,3 billion to our local economy in 2023 while supporting approximately 91000 direct jobs. It’s a vital pillar of our growth strategy,’ said Alderman Vos.
Through the new SDA, Cape Town Tourism will:
- Operate Visitor Experience Centres at strategic sites, as well as at major events and activations;
- Implement targeted domestic and international marketing campaigns focused on conversion to bookings;
- Run the TravelWise programme, assisting tourists during emergencies and helping to ensure their wellbeing;
- Work with local tourism businesses to improve product readiness;
- Support tourism development and information services aligned with City priorities.
In addition, the City is developing a new long-term tactical plan titled Tourism Strategy 2029.
‘We are not just reacting to change; we are shaping the future of travel. Our officials in the City’s Place Marketing Branch and I are building a strategy that factors in shifting trends and demands while continuing to centre Cape Town’s unique destination value proposition,’ said Alderman Vos.
The strategy will focus on several priority areas, namely:
- Improving geographic spread of tourism to ensure wider community benefit;
- Growing connectivity to more global target markets;
- Establishing a Mayoral Advisory Committee on Tourism to align efforts across government and industry;
- Addressing growth inhibitors such as seasonality, safety, and transport challenges;
- Reinforcing Cape Town’s leadership in responsible tourism and universal access;
- Coordinating marketing efforts across entities to ensure one clear, global message for Cape Town.
‘Our goal is to achieve sustainable growth in both international and domestic arrivals, thereby increasing visitor spending and direct employment within the industry. This is our opportunity to go bigger, be bolder, and amplify Cape Town’s position as a destination with unforgettable experiences while unlocking real, lasting benefits for Capetonians,’ said Alderman Vos.
