The City and Cape Town Tourism on travel and tourism mission to attract more international visitors
1 June 2022
The City’s Mayoral Committee Member for Economic Growth, Alderman James Vos, and Cape Town Tourism (CTT) CEO, Enver Duminy are meeting with global travel trade, travel media and government officials from several major European organisations this week as part of a mission to attract more travel and trade to the Mother City.
One of the high points of the mission is the signing of a partnership agreement with Visit Berlin, the destination marketing organisation for the German capital. The partnership will see the two organisations market their respective cities to their audiences, a marketing “twinning” concept driven by potential mutual benefits.
“Cape Town’s visitor economy is a pillar of the city’s wider economic landscape. Prior to COVID, the sector contributed between 2% and 3.5% annually to the local economy and sustained up to 5% of all jobs in the city, not to mention those working in affiliate industries – we must do all we can to drive tourism to the city,” said Alderman Vos.
The mission team will showcase the CTT Find Your Freedom campaign, a first-of-its-kind, immersive game-style platform that allows users to choose their own experiences in the Mother City. The initiative includes a German-language option.
Prior to the pandemic, German nationals were the second-largest group of international arrivals to Cape Town. Germany was also the first international market to open its borders for travel to and from South Africa without a quarantine restriction in August 2021.
“Germany has long been a key source market for Cape Town, with the city enjoying a lively German-speaking community. CTT has secured this agreement because it gives the Mother City a competitive advantage in driving greater volumes and value in terms of international travellers. Cape Town International Airport is currently welcoming five Lufthansa flights per week from Frankfurt. And by the end of October, we are on course for another three Condor Airline flights per week from that city. At the same time, Lufthansa will add five flights per week from Munich.
Now is our opportunity to build on these connections through this partnership with Visit Berlin and to use innovative tools such as Find Your Freedom,” said Alderman Vos.
The interactive interface uses game-style graphics to let global travellers choose their adventure, based on the guide they identify with – the Fearless Foodie, Nature Warrior, or Urban Adventurer.
A welcome space for global travellers
“Our focus on tourism recovery means reconnecting with our key source markets to showcase the amazing experiences Cape Town has to offer. One such opportunity is our Muslim-friendly tourism initiative in association with Crescent Rating. This programme received a tremendous boost with the announcement that Cape Town is officially the ‘Most-Promising Destination for Muslim-Friendly Travel for Non-OIC Destinations’ at the Halal In Travel Awards 2022. This award speaks volumes for our city’s capacity in hosting Muslim visitors in a culturally rich environment,” said Enver Duminy, CEO of Cape Town Tourism.
“The Cape Town Tourism-Visit Berlin partnership demonstrates the mutual respect Cape Town and Berlin have for each other as world-class destinations, both offering exciting travel opportunities to the global adventurer. Cape Town welcomes the chance to extend our reach to a wider audience and we’re certain our locals will reciprocate and explore the attractions and experiences Berlin has to offer.”
“International visitors have shown that their appetite for travel is alive and well; we are ready to shine the spotlight on our unparalleled hospitality to visitors from Berlin, and from around the world,” Duminy concludes.
The header image shows from left to right: Alderman James Vos, Mayoral Committee Member for Economic Growth; Enver Duminy, CTT CEO; Burkhard Kieker, Visit Berlin Managing Director; and Brett Hendricks, CTT Chairperson.