Launch of Tourism Month

Turbocharging tourism in Cape Town with coordinated marketing, real results.

Media statement by the Mayoral Committee Member for Economic Growth, Alderman James Vos

Today, I am kicking off Tourism Month at the Tygerberg Nature Reserve, one of Cape Town’s most spectacular vantage points. From here, you can take in sweeping views of our city, from the Cape Flats across to Table Mountain, one of the New Seven Wonders of Nature, and even Robben Island. Tygerberg is also home to some of the last remnants of critically endangered Swartland Shale Renosterveld, making it a treasure for both visitors and residents. Read more below:

High resolution photographs are available here: https://bit.ly/4lRhoE0

I chose Tygerberg for a very personal reason: it’s right in my own backyard in the northern suburbs where I live. By starting here, my message to Capetonians is simple, explore your own backyard. Discover what is close to you, support the local businesses and homegrown enterprises in your community, and experience the gems that are often right around the corner. That is how we keep tourism alive, inclusive, and accessible, while ensuring that the benefits flow through every circle of influence in our city.

This setting captures the essence of what tourism means for Cape Town: it’s about celebrating our city’s natural wonders, while building opportunities that touch every community.

But this month is not only about celebrating our city’s beauty, it’s about building on our progress and charting the way forward. That is why I will soon be publishing Cape Town’s new draft Tourism Development Framework: a bold and practical programme to turbocharge our visitor economy.

This framework is the result of extensive research and consultation and will serve as our roadmap to grow both visitor volumes and value.

The Tourism Development Framework is Cape Town’s action plan to grow and strengthen our visitor economy. It brings the public and private sectors together to tackle the big issues, from seasonality and barriers to growth, to better transport links and product development. The framework is about getting everyone to pull in the same direction: marketing Cape Town with one strong voice, clustering products so we offer a richer experience, and making sure decisions are driven by solid research. Anchored in international benchmarking and best practice, it lays out clear actions and outcomes so that we can create more jobs, support local businesses, and make sure communities right across the metro share in the benefits of tourism.

  • Visitor impact: According to the latest Economic Value of Tourism Report, Cape Town welcomed 2,4 million overnight visitors in 2024, who spent R24,5 billion directly in our economy, supporting over 106 000 jobs – nearly 7% of all employment in the city.
  • Air connectivity: Cape Town is now connected to 31 global destinations, with 226 international flights each week during peak season. Each new route not only brings more visitors but also fuels trade, business, and investment.
  • Events and business tourism: The Cape Town & Western Cape Convention Bureau has secured 36 new global conference bids, worth R745 million and set to attract more than 27 000 delegates through to 2028.
  • Hotel performance: Our hospitality sector is thriving, with April 2024 hotel occupancy at 64,6%, well above the national average of 56,3%.

To keep Cape Town top of mind globally, we’ve launched several high-impact campaigns. Our recent India campaign reached more than 330 million impressions in just a few months, while innovative digital tools, from AI-searchable content libraries, content partnerships, to creative marketing activations, are positioning our city as a premier destination. Visit thisis.capetown for the latest updates on campaigns, new launches, and brochures, all curated by the City’s Destination Marketing Branch.

But tourism isn’t only about international arrivals. It’s also about creating affordable and accessible opportunities for locals and domestic travellers. This Tourism Month, I will visit a range of exciting and affordable attractions across the metro, including free and affordable activities listed on Cape Town Tourism’s website www.CapeTown.Travel, to show that you don’t need to break the bank to enjoy our city.

I will also spotlight new and emerging tourism businesses and products, because this sector must constantly refresh itself to remain relevant and competitive. Each new restaurant, cultural venue, or community experience adds depth to our destination offering, and each creates new jobs and opportunities. At the same time, we will be rolling out more of our Community Tourism Development initiatives, working directly in neighbourhoods to support local businesses with product development and market access through targeted workshops, training, and mentoring, helping them become tourism-ready and fully part of Cape Town’s visitor economy.

For me, the standout statistic is this: for every 10 tourists who arrive, one job is created or sustained. That is the true power of tourism.

Our mission is clear: to turbocharge Cape Town’s visitor economy, create more employment, and open up opportunities for our people, while safeguarding our cultural and natural heritage for generations to come.