‘Choose Cape Town’: A New Tourism Campaign Elevates the Mother City’s Global Appeal

As Tourism Month approaches, Cape Town is gearing up to welcome visitors with a fresh, vibrant initiative. The City of Cape Town has unveiled a new tourism branding campaign, ‘Choose Cape Town,’ at Cape Town International Airport, promising to captivate both arriving and departing travellers with the endless possibilities the Mother City has to offer.

A Strategic Move to Capture Global Attention

Alderman James Vos, Mayoral Committee Member for Economic Growth, officially launched the campaign at the airport’s international terminal. The new branding serves as an inviting gateway, encouraging travellers to delve into Cape Town’s rich tapestry of ocean adventures, investment opportunities, and diverse cultures. “This latest campaign builds on the momentum of our highly successful marketing efforts by the Tourism and Place-Marketing Branch within the City’s Economic Growth Directorate,” said Vos.

In 2023, Cape Town’s marketing initiatives reached unprecedented heights. The city’s campaigns connected with 8.2 million people across major U.S. cities like New York, Miami, Washington, and Atlanta, while another 3.3 million were reached in Brazilian hubs such as São Paulo and Rio de Janeiro. Europe’s major cities saw even broader engagement, with a staggering 25.4 million people exposed to Cape Town’s allure.

A Global Reach with Local Flavor

The campaign’s reach is not limited to traditional advertising. It also extends through innovative mediums such as the ‘This is Cape Town’ magazine, available both online and in airport lounges across the country, as well as on Kenya Airways flights. Furthermore, a recent content partnership campaign garnered over 2.6 million impressions, strategically targeting key international cities like Lagos, Nairobi, Harare, Lisbon, and Paris, among others. This content was thoughtfully translated into multiple languages to ensure maximum engagement across diverse demographics.

What’s Next for Cape Town’s Tourism Sector?

During Tourism Month, Vos hinted at a slew of exciting initiatives designed to further boost Cape Town’s tourism profile. These include a platform for showcasing the region’s renowned wines, a series of videos highlighting the city’s eclectic cuisine, the official launch of a Responsible Tourism Charter, and a new international airline partnership campaign. All these efforts are part of a broader five-point action programme devised in collaboration with key partners like Cape Town Tourism, Wesgro, and various private sector entities.

This campaign represents a bold step forward in positioning Cape Town as a top global destination, inviting the world to ‘Choose Cape Town’ for its unique blend of natural beauty, cultural richness, and economic opportunities.