The City of Cape Town has launched a new campaign to create jobs and attract visitors as the tourism season approaches, Cape {town} Etc reports.
The ‘Choose Cape Town’ marketing initiative was unveiled at Cape Town International Airport and aims to showcase the Mother City’s ‘diverse attractions and stimulate economic growth’.
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Alderman James Vos, Mayco Member for Economic Growth, introduced the campaign as part of a ‘broader five-point action plan to drive tourism’.
The plan will focus on expanding flights, increasing cruises, attracting conferences, diversifying tourism and targeted marketing.
Recent statistics have highlighted Cape Town’s growing appeal, which includes:
- An 11% increase in international flight arrivals, between January to July 2024
- A 7% increase in domestic flight arrivals
- An R1.2 billion contribution from the cruise ship sector in 2023
- Tourism’s Gross Value Add that reached R27.3 billion in 2023
- 91 378 people that have been employed in tourism last year
The campaign builds on previous marketing efforts that successfully reached millions globally.
Vos emphasised the importance of events and conferences held in the City, noting that the Convention Bureau secured 30 bids worth R1.03 billion for the region.
In addition, Cape Town has also planned to launch new initiatives during Tourism Month, which include wine tourism promotions, culinary showcases and a Responsible Tourism Charter.
The ‘Choose Cape Town’ campaign adds to the City’s appeal as a ‘top global destination’ while also aiming to create tourism-related jobs for local Cape Town households.
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