City’s latest global destination campaign goes live across six continents
The City’s Mayoral Committee Member for Economic Growth, Alderman James Vos, launched a bold new destination marketing campaign being rolled out across six continents and 55 cities, an unprecedented moment for Cape Town’s place-marketing efforts.
The campaign is driven by the City’s Economic Development and Investment Department through its Tourism and Place Marketing Branch, which is taking Cape Town’s story further and wider than ever before.
‘This campaign is our most ambitious global push yet. We’re proudly name-dropping Cape Town in six continents and 55 cities, and I say that with excitement because it shows the incredible reach of this campaign. We want the world to feel and see Cape Town. This is a campaign rooted in emotion, a celebration of a city where you can be in a boardroom in the morning and on a surfboard in the afternoon.
‘Cape Town is a place of contrast and connection. Through this campaign, I want the world to see our cultures, our crafts, our cuisines, and our 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,’ said Alderman Vos.
The campaign 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. Further engagements will take place at global travel, trade, and media shows.
‘We’re breaking new ground in new markets. Cities like London, São Paulo, Lusaka, Berlin, Shanghai, Nairobi, Dubai, New York, Mumbai, and Sydney are just a few of the 55 global locations where Cape Town’s message is being showcased. The WTM Global Travel Report predicts a 40% increase in international leisure travel to Cape Town by 2030, and with this kind of visibility, I believe we can go beyond even those optimistic forecasts,’ said Alderman Vos.
This new global push builds on Cape Town’s growing marketing footprint. In 2022, the City reached 25,4 million people across European markets. Last year, campaigns in India and China generated more than 150 million impressions. Now, Cape Town is making inroads across Africa, the Middle East, Asia-Pacific, the Americas, and Europe on a scale never seen before.
‘We do this because every visitor fuels economic opportunity. More visitors mean more bookings for our restaurants, attractions, tours, and small businesses. Tourism has already created more than 106 000 jobs, but I am determined to see that number grow. My long-term goal is to see at least one tourism-related job in every household in our city,’ said Alderman Vos.
Cape Town is fully geared up to welcome the surge in visitor numbers this season. The City has intensified destination readiness efforts across the metro, from expanded area cleaning services and enhanced public spaces to continuous investments in energy, water, and mobility systems. This is supported by a record festive season safety operation, with 700 newly deployed enforcement officers joining more than 4 000 existing personnel, alongside 340 beach lifeguards and 343 swimming pool lifeguards. Every one of these measures is designed to ensure that visitors and residents alike enjoy a safe, clean, and world-class Cape Town experience.
‘We also recognise the partners that help Cape Town soar. ‘Our achievements are built on partnership. The Air Access team, Cape Town Tourism, and the Convention Bureau help us land more flights, dock more cruise liners, secure major conferences, and run conversion-driven campaigns. Their efforts, combined with our global push, ensure Cape Town remains top of mind for travellers and decision-makers around the world.
‘Tourism is one of Cape Town’s most powerful job creators. ‘By boldly positioning ourselves in new and emerging markets, we are unlocking opportunities, supporting local businesses, and building a stronger, more inclusive economy for our communities,’ said Alderman Vos.
