The City of Cape Town has taken a bold step towards increasing tourism and strengthening economic relations with Brazil. In anticipation of the inaugural direct flight between São Paulo and Cape Town, set to launch on October 31, 2023, Alderman James Vos, the mayoral committee member for economic growth, has spearheaded an extensive digital travel campaign aimed at attracting Brazilian tourists to the scenic city of Cape Town.
Demonstrated Success in Other Markets
The digital travel campaign has been a resounding success in the United States and several European cities, including London, Amsterdam, Brussels, Lisbon, Zurich, and Berlin. The campaign has generated millions of impressions on social media platforms such as Facebook, Instagram, and YouTube, effectively showcasing the charm of Cape Town as a top tourist destination. Inbound travel from these key source markets between January and April 2023 even surpassed the figures noted for the same period in 2019.
Goal: Generate Positive Sentiment Translating to Bookings
Alderman Vos’s goal is to elicit positive sentiment that translates into bookings. The upcoming direct flight, operated by South African Airways (SAA), will play a crucial role in facilitating easy access between the two regions. To ensure the success of this campaign, Alderman Vos and Cape Town Tourism CEO Enver Duminy have been actively engaging with airline executives, tourism bodies, and investment agencies in Brazil.
Brazil: An Essential Market for Tourism Growth
Brazil is South Africa’s largest trading partner in Latin America, making it an essential market for tourism growth. The Air Access team at Wesgro has been diligently collaborating with aviation stakeholders to prepare the route. Alderman Vos believes that this new direct flight will not only cement relations between the two regions but also boost trade and attract more South American tourists to Cape Town, contributing to the local economy and helping achieve the overarching goal of creating a tourism-related job in every household.
Ensuring Sustainability and Intensifying Marketing Efforts
As the launch of the direct flight draws near, the focus will shift to ensuring its sustainability and intensifying destination marketing efforts, aimed at enticing an increasing number of South American travelers to discover the captivating beauty and rich cultural heritage of Cape Town. Alderman Vos has expressed satisfaction with the confirmed flight and remains committed to working towards establishing further connectivity between Cape Town and other vital source markets.
The digital travel campaign in Brazil is a strategic move by the City of Cape Town to tap into the immense potential of the Brazilian market. It seeks to showcase the city’s alluring appeal as a tourist destination and foster strong economic ties with South America. The upcoming direct flights between São Paulo and Cape Town will undoubtedly mark a new chapter in tourism and trade between the two regions, ultimately benefiting Cape Town’s economy and its vibrant tourism industry.
