We’re thrilled to announce our proud participation in the Cape Town Content Partnership, “This Is Cape Town.” Together, we celebrate the magic of our city, showcasing one destination with six unforgettable experiences that define its vibrant character.
Experience The Heartbeat Of The Mother City With Cape Town’s Content Partnership
Explore the iconic Cape Town Big 6 Attractions:
Cape Point
Groot Constantia
Kirstenbosch National Botanical Garden
Table Mountain Cableway
The Robben Island Museum
V&A Waterfront
Friday, 12 July 2024, marked a significant milestone in the City of Cape Town’s tourism and place marketing efforts as Alderman James Vos, the City’s Mayoral Committee Member for Economic Growth, unveiled the first round of deliverables from the innovative content partnership announced earlier this year at the World Travel Market. This unveiling happened at Groot Constantia – the oldest wine-producing farm in South Africa.
Addressing an audience of tourism professionals and stakeholders, Alderman Vos highlighted the core objective of this initiative: to draw attention to the unique offerings and experiences that Cape Town has to offer.
‘This programme shows our confidence that Cape Town’s biggest drawcard for travellers and investors, over and above its natural beauty, are its people, places, and products,’ said Alderman Vos.
The content partnership is designed to leverage the voices and perspectives of local tourism operators, creating authentic and compelling marketing material that resonates with global audiences.
Alderman Vos acknowledged the vital role of these partners. ‘Thank you for being part of this partnership and lending your unique voices to our marketing efforts. It is your voices that make this project unique,’ said Alderman Vos.
The content partnership officially launched in April at the World Travel Market Africa. In just a few short months, campaign highlights include:
- A total reach of 2 302 263 individuals, demonstrating the wide-reaching impact of the campaign.
- Total impressions of over 2,7 million were achieved, indicating high visibility and awareness among target audiences.
- Some 8 346 clicks were generated, showcasing the direct impact these posts have on businesses. These clicks represent traffic to a website or partner pages, all of whom were tagged in the posts.
Emphasising the success of previous campaigns, Alderman Vos shared impressive metrics from recent destination marketing efforts.
‘Last year and in 2022, we ran destination campaigns in the US and European markets. In the US, it saw more than 23 million impressions, surpassing campaign reach and impressions targets by over 500% on Facebook, Instagram, and YouTube.
‘When it ran in London, Amsterdam, Brussels, Lisbon, Zurich, and Berlin, it received more than 25 million views, exceeding its target by three million views,’ said Alderman Vos.
The impact of these campaigns has been profound, contributing to a significant increase in inbound travel. Between January and April 2023, inbound travel figures from these markets surpassed those of the same period in 2019.
‘UK air passengers recovered to 104% of the January to April 2019 numbers, Germany hit 106%, the Netherlands recovered to 116%, and the USA reached an incredible 155%.
‘This past peak season, we again welcomed hundreds of thousands of visitors, which also came on the back of some great campaigns from our team and our partners.’
‘I am confident that this coming summer, which right now feels like it can’t come soon enough, we will once again play host to more travellers than ever from all over the world.
‘The excitement and confidence in Cape Town’s tourism future were evident as the content partnership stands as a testament to the City’s commitment to driving demand and supply for more visitors, ensuring that Cape Town remains a top destination for global travellers,’ said Alderman Vos.
The Cape Town content partnership has emerged as a pivotal force in the city’s tourism and place marketing strategies. The collaboration has not only highlighted the city’s remarkable experiences but also driven a significant rise in inbound travel, heralding a bright future for Cape Town’s tourism industry. The enthusiasm and confidence in this sector have never been more palpable, ensuring that Cape Town remains a premier destination for global travellers seeking unparalleled experiences. Through the dedicated efforts of the Cape Town Big 6 Attractions, the city continues to shine on the world stage, inviting everyone to discover its many treasures.
Share your top Cape Town Big 6 moments with us!
Connect with us via our Cape Town Big 6 Facebook or Twitter page. Better yet, tag us on Instagram of your favourite outdoor moment and tag @CapeTownBig6 #CapeTownBig6
ONE DESTINATION, SIX UNFORGETTABLE EXPERIENCES
There is no one way to explore all of the Cape Town Big 6, and much of what makes each of them so special is the variety of things to see and do at each. So if possible, take your time to explore each of the city’s most visited tourist attractions in as much depth as possible – as any local will tell you, you can spend a lifetime at each of the Big 6 and still not tire of them. Find the 3 and 4 day itineraries and tips here.