Cape Town has launched a new branding strategy called “Embrace Cape Town” to boost tourism. The initiative builds upon previous successful marketing efforts and showcases the city’s diverse oceanic adventures, investment opportunities, and rich cultural spectrum. The comprehensive five-point action plan aims to enhance flight connectivity, cruise tourism, conferences, tourism attractions, and targeted marketing to catapult the tourism economy to new heights. The city’s commitment has already generated significant growth and success in the tourism sector, contributing to the local economy and generating employment opportunities.
Cape Town’s Commitment to Tourism
Cape Town has unveiled a vibrant new branding strategy aimed at re-energizing the city’s persona. The “Embrace Cape Town” initiative is a tangible reflection of the city’s relentless efforts to fortify its tourism sector. This strategy not only builds upon the previous successful marketing drives led by the city’s Tourism and Place-Marketing Branch within the Economic Growth Directorate, but it also heralds a fresh, more aggressive approach to marketing Cape Town to international tourists.
As Cape Town braces for an influx of tourists during the forthcoming Tourism Month, it has unveiled a vibrant new branding strategy aimed at re-energizing the city’s persona. The strategy, introduced by Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth, at the city’s international airport, implores global visitors to explore the city’s diverse oceanic adventures, lucrative investment avenues, and rich cultural spectrum.
Cape Town’s Commitment to Tourism
The “Embrace Cape Town” initiative is a tangible reflection of the city’s relentless efforts to fortify its tourism sector. This strategy not only builds upon the previous successful marketing drives led by the city’s Tourism and Place-Marketing Branch within the Economic Growth Directorate, but it also heralds a fresh, more aggressive approach to marketing Cape Town to international tourists. The results of the previous year’s efforts were incredible, reaching 8.2 million people in several American cities, 3.3 million in Brazil, and a staggering 25.4 million people from various European cities in 2022.
Broadening Reach Through Marketing
The city’s marketing strategies have been multi-dimensional and far-reaching. Some notable initiatives include the first two editions of the This is Cape Town magazine, which is available online and in airport lounges throughout the country, and a content partnership campaign that garnered over 2.6 million impressions. Key international cities such as Lagos, Nairobi, Harare, Gaborone, Lisbon, Rio de Janeiro, São Paulo, Rome, Paris, Berlin, Amsterdam, London, Zurich, Sydney, Miami, and New York were strategically targeted. To foster inclusivity, the promotional content was translated into multiple languages to ensure widespread engagement.
The tourism drive is part of a comprehensive five-point action plan, developed collaboratively with city teams, business partners like Cape Town Tourism and Wesgro, and the private sector. This strategic blueprint is aimed at catapulting the tourism economy to new heights. Key initiatives include amplifying flight connectivity, enhancing cruise tourism, driving conferences, diversifying tourism attractions, and executing targeted marketing.
Growth and Success in Cape Town’s Tourism Sector
Cape Town’s tourism sector has already witnessed considerable growth and success. From January to July 2024, international flight arrivals marked an 11% increase compared to the same period in 2023. Domestic flight arrivals also saw a 7% surge. The cruise ship industry has made a substantial contribution to the local economy, infusing R1.2 billion in 2023 through passenger expenditure and ship services alone. For every 30 arriving cruise passengers, one full-time job was generated, providing much-needed employment opportunities.
The Gross Value Add (GVA) of tourism touched an estimated R27.3 billion in 2023, accounting for 7.7% of the metro’s total GVA. This was a significant leap from the 2019 GVA of R24.5 billion. Regarding employment, the tourism industry stood as a significant employer, providing jobs to 91,378 individuals in the metro area last year, which represented 5.9% of the city’s total employment.
Amplifying Local Economy Through Tourism Initiatives
To spur economic growth, Cape Town is channeling investments towards attracting more events and conferences. The city finances the Convention Bureau to secure and support these conferences, with delegates contributing to the local economy through their spending. In the period from April 2023 to March 2024 alone, securing 30 bids resulted in an impressive yield of R1.03 billion.
The city aims to support businesses related to tourism. By focusing on key touchpoints, Cape Town is striving to boost visitor arrivals, escalate spending, and generate more jobs in the tourism sector. As articulated by Alderman Vos, the objective is to create a tourism-related job in every household in Cape Town, and this campaign is a substantial stride towards that goal.
Upcoming Exciting Initiatives
In the upcoming Tourism Month, Alderman Vos promises the rollout of captivating new initiatives. These include a platform for wine connoisseurs to explore the region’s splendid wines, videos introducing the city’s diverse culinary scene, the formal launch of the Responsible Tourism Charter, and an international airline partnership campaign. These drives are being led by the Tourism and Place-Marketing Branch of the Economic Growth Directorate, embodying the city’s commitment to establish Cape Town as a leading global destination.
The “Embrace Cape Town” campaign stands as a compelling fusion of ambition and action, underlining Cape Town’s unwavering commitment to enhancing tourism, generating jobs, and energizing the local economy. With a diverse range of offerings and a host of exciting initiatives, the city is indeed set to reaffirm its position as an enticing global destination.
What is the “Embrace Cape Town” initiative?
The “Embrace Cape Town” initiative is a new branding strategy launched by Cape Town to boost its tourism sector. This comprehensive five-point action plan aims to enhance flight connectivity, cruise tourism, conferences, tourism attractions, and targeted marketing to catapult the tourism economy to new heights.
What are the key initiatives of the five-point action plan?
The key initiatives of the five-point action plan include amplifying flight connectivity, enhancing cruise tourism, driving conferences, diversifying tourism attractions, and executing targeted marketing.
How successful has Cape Town’s tourism sector been so far?
Cape Town’s tourism sector has already witnessed considerable growth and success. From January to July 2024, international flight arrivals marked an 11% increase compared to the same period in 2023. The Gross Value Add (GVA) of tourism touched an estimated R27.3 billion in 2023, accounting for 7.7% of the metro’s total GVA.
How is Cape Town channeling investments to attract more events and conferences?
To spur economic growth, Cape Town is channeling investments towards attracting more events and conferences. The city finances the Convention Bureau to secure and support these conferences, with delegates contributing to the local economy through their spending.
What upcoming initiatives can tourists expect from Cape Town?
In the upcoming Tourism Month, tourists can expect a platform for wine connoisseurs to explore the region’s splendid wines, videos introducing the city’s diverse culinary scene, the formal launch of the Responsible Tourism Charter, and an international airline partnership campaign.
What is Alderman Vos’s objective for the tourism sector?
Alderman Vos’s objective for the tourism sector is to create a tourism-related job in every household in Cape Town, and the “Embrace Cape Town” initiative is a substantial stride towards that goal.
