Mayoral Committee Supports New Agreement with Cape Town Tourism

James Vos Tables Bold Tourism Plan as Mayco Endorses Cape Town Tourism Reappointment

In a decisive move to cement Cape Town’s standing as a premier global destination, James Vos, the City’s Mayoral Committee Member for Economic Growth, today tabled a report recommending the reappointment of Cape Town Tourism (CTT) as the City’s official Destination Marketing Organisation (DMO) for another three years.

The proposal, brought before the Mayoral Committee (Mayco), received unanimous support — a ringing endorsement of CTT’s continued role in shaping Cape Town’s tourism narrative.

“This is about continuity with purpose,” said Vos during the session. “CTT has proven to be an exceptional partner in helping us grow tourism in a way that supports local jobs and economic inclusion.”

Following the Mayco recommendation, the final decision will now go to Council for adoption. In the meantime, Vos has been tasked with leading the development of a new Service Delivery Agreement (SDA) between the City and CTT — a responsibility he welcomed with “purpose and energy”.

Outlining the road ahead, Vos said the new SDA will focus on clear, measurable outcomes designed to grow visitor numbers, boost the city’s global brand, and maximise the tourism sector’s contribution to Cape Town’s economy.

“Tourism is not just about beautiful places. It’s about livelihoods. In 2023 alone, this sector pumped an estimated R27,3 billion into our local economy and supported around 91,000 direct jobs. That’s why this work matters,” he told colleagues in the chamber.

Under the proposed agreement, Cape Town Tourism will continue to deliver a wide range of high-impact initiatives, including:

  • Running Visitor Experience Centres at key locations and events;
  • Driving domestic and international campaigns focused on converting interest into bookings;
  • Operating the TravelWise programme to assist tourists during emergencies;
  • Supporting local tourism businesses to become market-ready;
  • Providing development and information services aligned with City priorities.

But as Vos made clear, the SDA is just one part of a broader vision.

During the meeting, he revealed that the City is presently formulating the new Tourism Strategy for Cape Town, especially officials in the Place Marketing and Tourism Branch of the Economic Growth Directorate. This long-term tactical plan, known as Tourism Strategy 2029, is aimed at future-proofing the city’s visitor economy and unlocking new opportunities.

“This is not just about managing tourism. It’s about leading it,” said Vos. “With shifting global trends, traveller expectations, and new market dynamics, we need a plan that keeps Cape Town ahead of the curve.”

Key focus areas in the strategy include:

  • Spreading tourism’s benefits across the metro;
  • Expanding international and domestic air connectivity;
  • Establishing a Mayoral Advisory Committee on Tourism to align public and private efforts;
  • Tackling barriers like seasonality, safety, and transport;
  • Reinforcing Cape Town’s leadership in responsible tourism and universal access;
  • Ensuring all marketing entities speak with one bold, unified voice.

Vos concluded the item with a powerful message: “This is our moment to go further, be bolder, and reaffirm Cape Town’s place on the global stage — not just as a destination of unforgettable experiences, but as a driver of real opportunity for our residents.”