Based in Geneva, but deeply connected to her hometown, Judith has more than 25 years’ experience as an international civil servant. She has spent decades fostering international cooperation and championing initiatives that create lasting impact. Despite her extensive global experience, her compass always points home. “Cape Town is my ride or die. No matter where I travel, there’s nothing that compares,” she says.
She has a deeply personal and enduring connection to the city. Having grown up in Cape Town, she returns regularly to reconnect with family, friends and the familiar rhythm of the city. “It is everything you could possibly want in a world-class destination,” she says. It’s the duality of her international vantage point and local insight that makes Judith such a powerful advocate for Cape Town abroad: “I’ve seen how the world looks at Africa, and I know the story we should be telling,” she says.
Her unwavering pride in the city and her commitment to community make her a natural advocate for Cape Town on the world stage. “Cape Town stands as proof that innovation, diversity and beauty can coexist. It’s a city that inspires confidence, not just in visitors, but in ourselves,” she explains. It is for this reason that her commitment to being an Invest Cape Town ambassador isn’t simply about promoting it as a destination, but also about representing a way of life. “Cape Town has a heartbeat. It’s in our people, our humour and our resilience. You don’t have to sell it, you just have to live it,” she says.
Beyond her palpable emotional connection to the city, Judith deeply values Cape Town’s strategic impact on the global stage. She admires its entrepreneurial pulse and the way investors respond to a city that blends natural beauty with strong governance and a culture of innovation. Drawing on her international work, she emphasises that Cape Town’s competitiveness comes from its ability to attract talent, foster partnerships and anchor long-term investment. She notes that conversations she has abroad consistently reveal a growing appetite for African markets and that Cape Town’s stability, creativity and resilience position it as a gateway city for meaningful economic growth.
A passionate marathon runner and mentor who believes in leading by example, she also sees her role as one of connection, where she can link people, ideas and opportunities across continents. Whether she’s sharing her love for a Sea Point sunrise run or recommending a Sunday brunch under Table Mountain, she embodies the grounded, vibrant and open-hearted spirit of Cape Town.
Get in touch with Judith De Beer-Rojas