Cape Town launched a huge global campaign in December 2025. It wants to show everyone that it’s a top spot to visit, live, work, study, and invest. This big plan, reaching 55 cities worldwide, highlights Cape Town’s cool culture, chances, and lively feel. It’s not just about holidays; it’s about making Cape Town a global star for all kinds of people.
Cape Town’s global campaign, launched in December 2025, aims to position the city as a premier destination for travelers, entrepreneurs, scholars, and professionals. It showcases Cape Town as a city to visit, live, work, study, and invest, highlighting its diverse culture, opportunities, and vibrant lifestyle to 55 major cities across six continents.
Cape Town took a major leap forward in December 2025 with a global campaign designed to spotlight its status among the world’s premier destinations. Under the guidance of Alderman James Vos, the city’s Mayoral Committee member driving economic development, this effort stands as the most ambitious international push Cape Town has ever attempted. Rather than simply chasing tourism numbers, the campaign weaves Cape Town’s unique narrative as a city that thrives on contrasts and rich connections. Travelers, entrepreneurs, scholars, and professionals in 55 major cities across six continents are all part of the strategic outreach.
This sweeping initiative moves beyond traditional travel marketing. Instead, it presents Cape Town as a mosaic of cultures and opportunities. The heart of the campaign beats with the message that Cape Town is not only a place to visit but a city to live, work, play, study, and invest. Drawing on authentic portrayals of local life, the campaign aims to ignite the interest of those looking for more than just a holiday destination.
Alderman Vos, in revealing this expansive campaign, expressed his hope for the world to experience every aspect of Cape Town – from vibrant urban scenes to the communities that shape its spirit. The six-pillar approach shapes Cape Town as a city with both local flavor and global ambitions, drawing audiences by emphasizing its deep-rooted traditions and forward-thinking innovations.
The new campaign showcases Cape Town’s incredible diversity through compelling stories and unforgettable visuals. The world-famous silhouette of Table Mountain, the golden coastline, and historic wine valleys are all highlighted to capture the city’s natural beauty. Yet, just as prominent in the campaign are Cape Town’s energetic markets, thriving arts community, innovative start-up culture, and dynamic culinary scene. Each element is woven into a larger tapestry that presents the city as a destination with something to offer every kind of visitor.
To ensure maximum impact, the campaign deploys an array of both classic and modern media platforms. Dynamic videos and striking photographs light up social channels, digital spaces, prestigious print magazines, and eye-catching billboards. In cities like London, the campaign even takes to the streets – the city’s iconic black taxis adorned with Cape Town’s vibrant branding. Elsewhere, in major cities such as Rio de Janeiro, Shanghai, Dubai, New York, and Sydney, commuters encounter Cape Town’s message in high-traffic locations.
Global travel and trade expos also play a pivotal role. There, Cape Town’s representatives have direct conversations with tour operators, business decision-makers, and the world’s top journalists. This hands-on strategy has already paid off handsomely – recent campaigns reached over 25 million people in Europe and generated more than 150 million impressions in destination markets like India and China, underlining the scale and influence of these efforts.
The campaign’s powerful message now resonates in cities with global significance. Locations like London, Berlin, Nairobi, Mumbai, and São Paulo feature prominently on the radar, providing key entry points for travel, business, and innovation. These cities serve as important conduits for tourism, international partnerships, and academic collaborations. By focusing on these urban hubs, Cape Town ensures its reach spans both established and emerging markets.
As the campaign grows, so does its impact. It targets not only travelers seeking adventure or relaxation but also students eager for world-class education, professionals searching for new challenges, and entrepreneurs looking for thriving start-up opportunities. The breadth of this campaign reflects the multifaceted appeal Cape Town holds for diverse groups around the globe.
Investors and academics receive tailored messaging highlighting Cape Town’s role as an innovation laboratory. Meanwhile, those pursuing leisure find inspiration in the city’s lively festivals, pristine beaches, and celebrated food and wine culture. In this way, the campaign serves as an inclusive invitation to experience every aspect of Cape Town’s evolving urban landscape.
Tourism forms the backbone of Cape Town’s vibrant economy. Recent figures show the sector has produced over 106,000 jobs in the metro area, supporting local livelihoods and fueling business growth. Alderman Vos has charted an ambitious course toward wider economic participation, envisioning a future where every city household benefits from tourism-related employment. This approach underscores a broader mission of inclusive development and prosperity.
Rising visitor numbers spark growth across the board, from hotels and restaurants to cultural venues and small businesses. Every new international arrival contributes to a deeper economic ripple effect, stimulating job creation and opening fresh avenues for entrepreneurs. Events like the WTM Global Travel Report now anticipate international visitor numbers to Cape Town increasing by 40 percent by 2030 – a surge that could be surpassed, given the unprecedented reach of the current campaign.
Cape Town’s ability to draw direct international flights and attract cruise ships positions the city as a key gateway for global travel. More tourists mean more opportunities for everyone, from local guides and artists to hospitality businesses and innovative start-ups. This vibrant cycle of growth strengthens the city’s global standing and paves the way for further investment in infrastructure and services.
Keeping pace with anticipated growth, Cape Town is ramping up infrastructure and services. Upgraded public spaces and expanded cleaning services contribute to a welcoming urban environment for both residents and visitors. Investments in critical systems – energy, water, and public transport – boost both resilience and reliability, ensuring that Cape Town can handle rising demand without compromising quality.
Safety stands as a top priority for city officials. This festive season, an unprecedented safety initiative was rolled out, deploying 700 new law enforcement officers to bolster the existing force of over 4,000. Tourist hotspots receive special attention, with additional personnel and resources to create a secure environment. Robust beach and swimming pool lifeguard programs further guarantee a safe and enjoyable stay for families, solo travelers, and adventure enthusiasts.
The city’s readiness also extends to sustainable urban planning, with a focus on smart mobility solutions and green public spaces. By fostering a clean, efficient, and secure cityscape, Cape Town not only meets the needs of today’s travelers but anticipates those of future generations as well.
Collaboration lies at the heart of Cape Town’s success story. The Air Access team has made it easier for international visitors to reach the city by opening new direct air routes. Cape Town Tourism and the Convention Bureau spend countless hours securing major events, group bookings, and global conferences that bring new audiences and ideas to the city.
The synergy between public and private sector partners – especially in the cruise tourism segment – has been a catalyst for growth. Strategic cooperation with port authorities has transformed Cape Town into one of Africa’s top cruise destinations. Passenger numbers keep climbing, driving demand for local tours, handmade crafts, and regional cuisine and infusing fresh energy into the local economy.
These partnerships extend to education, investment, and the creative industries. By building strong relationships with international stakeholders, Cape Town cements its reputation as an open, innovative, and welcoming city that truly values global engagement.
Cape Town’s appeal goes far beyond its scenic landscapes. The campaign highlights the city’s vibrant creative sector, home to acclaimed artists, designers, and musicians. Galleries, fashion shows, and world-class festivals all contribute to a thriving cultural scene that beckons travelers from every continent.
Tech innovation also forms a cornerstone of Cape Town’s message. Known as Africa’s start-up hotspot, the city attracts investors in fintech, software, and clean energy. Business incubators, shared workspaces, and networking events create fertile ground for new ventures and global collaborations.
Sustainability is a thread that runs through every part of the campaign. Programs supporting environmental conservation, responsible tourism, and community-driven events position Cape Town as a destination for eco-conscious travelers and thoughtful investors. Initiatives such as beach clean-ups, water-wise dining, and sustainable safaris showcase the city’s commitment to preserving its rich natural heritage while fostering meaningful experiences.
Cape Town is rapidly emerging as an international hub for higher learning and research. Top universities, such as the University of Cape Town, rank among Africa’s most prestigious institutions, attracting scholars and research funding from around the globe. Leading research in areas like sustainable energy, marine science, and public health draw academics, students, and thought leaders to the city’s vibrant, multicultural environment.
When it comes to food, Cape Town offers a culinary adventure that rivals the world’s greatest cities. The campaign celebrates this renaissance, urging globetrotters to explore lauded restaurants, lively street markets, and the historic wine country just beyond the city limits. Local gastronomy intertwines indigenous flavors with global influences, making every meal a unique journey.
This focus on both education and culinary excellence shapes Cape Town’s position as a city where learning, living, and leisure naturally intersect. International students, researchers, and foodies alike find compelling reasons to include Cape Town on their global itineraries.
Inclusivity remains a defining feature of Cape Town’s identity. With communities shaped by African, European, and Asian influences, and more than twelve languages spoken across the city, Cape Town stands as a true crossroads of cultures. This cosmopolitan ethos graces everything from neighborhood festivals to innovative architecture, enriching the daily experiences of residents and visitors.
The global campaign ensures this diversity shines through, presenting a welcoming city where every guest can feel at home. Cape Town’s spirit of openness and acceptance is not just a marketing slogan – it’s a lived reality. This powerful message positions the Mother City as a dynamic, resilient, and inclusive destination ready to welcome the world.
Cape Town’s ambitious campaign thus forges new connections and opportunities, ensuring the city’s future shines brighter than ever for residents and visitors alike.
[{“question”: “What is the main goal of Cape Town’s global campaign?”, “answer”: “Cape Town’s global campaign, launched in December 2025 by Alderman James Vos, aims to position the city as a premier destination for visiting, living, working, studying, and investing. It’s the most ambitious international push the city has ever attempted, reaching 55 cities worldwide to highlight its unique culture, opportunities, and vibrant lifestyle.”}, {“question”: “What aspects of Cape Town are being highlighted in this campaign?”, “answer”: “The campaign showcases Cape Town’s natural beauty, including Table Mountain and its coastlines, alongside its energetic markets, thriving arts community, innovative start-up culture, and dynamic culinary scene. It emphasizes that Cape Town is a mosaic of cultures and opportunities, suitable for diverse groups like travelers, entrepreneurs, scholars, and professionals.”}, {“question”: “How is Cape Town reaching its global audience?”, “answer”: “Cape Town is utilizing a variety of media platforms, including dynamic videos, striking photographs on social channels, digital spaces, prestigious print magazines, and billboards. Iconic black taxis in London are branded with Cape Town’s messages, and messages appear in high-traffic locations in major cities like Rio de Janeiro, Shanghai, Dubai, New York, and Sydney. The campaign also participates in global travel and trade expos.”}, {“question”: “Which cities are key targets for this campaign?”, “answer”: “The campaign is targeting 55 cities across six continents, with prominent locations including London, Berlin, Nairobi, Mumbai, and São Paulo. These cities serve as crucial entry points for travel, business, and innovation, helping Cape Town expand its reach in both established and emerging markets.”}, {“question”: “How is Cape Town preparing for the anticipated increase in visitors and residents?”, “answer”: “Cape Town is preparing by upgrading infrastructure and services, including public spaces, cleaning services, and critical systems like energy, water, and public transport. Safety is a top priority, with an unprecedented initiative deploying 700 new law enforcement officers and robust beach and swimming pool lifeguard programs. The city is also focusing on sustainable urban planning and smart mobility.”}, {“question”: “What role do partnerships play in Cape Town’s global strategy?”, “answer”: “Collaboration is central to Cape Town’s success. The Air Access team works to open new direct air routes, while Cape Town Tourism and the Convention Bureau secure major events and conferences. Strong partnerships with public and private sectors, especially in cruise tourism, have made Cape Town a top cruise destination in Africa. These collaborations extend to education, investment, and creative industries, cementing the city’s reputation as an open, innovative, and welcoming global hub.”}]
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