New framework set to turbocharge tourism in Cape Town

Cape Town is gearing up for one of its busiest tourism seasons yet, with the City’s Mayoral Committee Member for Economic Growth set to unveil a new Tourism Development Framework during Tourism Month.

“I will be publishing this framework next month to turbocharge tourism in Cape Town. It is the result of extensive research and consultation, and it sets out a clear programme of action to attract more visitors and deliver greater benefits for our communities,” said Alderman James Vos, Mayoral Committee Member for Economic Growth.

The framework will double down on efforts to grow visitor volumes from Cape Town’s established key source markets, while also exploring new and fast-growing markets such as India and China. This approach will ensure that the economic spin-offs of tourism – more jobs, more revenue, and wider opportunities – are felt across communities throughout the metro.

“This is about boosting both volumes and value. More tourists mean more jobs, more revenue, and more opportunities spread across our city. But this isn’t something government can do alone. We need the buy-in of operators, airlines, and industry partners to take this forward together,” said Vos.

A highlight for Vos this year has been the roll-out of innovative tools to market Cape Town. These include a food guide showcasing Cape Town’s world-class gastronomy, and an arts and culture guide spotlighting theatres, galleries, and heritage sites. Next month, the fifth edition of This is Cape Town magazine will be released, alongside a content creation workshop for businesses. At the same time, the department is working closely with businesses in communities, in partnership with Cape Town Tourism, to make them tourism-ready as part of its destination development and management efforts.

These initiatives, developed and implemented by the Place Marketing and Tourism Branch in the City’s Economic Development and Investment Department, are positioning Cape Town as a top global destination while giving local businesses the resources to shine on the international stage. “This is how we ensure that our visitor economy creates real opportunities for Capetonians,” Vos said.

The City has also driven several high-impact campaigns. A recent India campaign reached over 330 million impressions on Meta platforms in just a few months, supported by outdoor advertising in prime Mumbai locations.

Air connectivity remains a top priority. Cape Town is currently linked to 31 destinations worldwide, with 226 international flights landing every week during peak season. Vos recently led a City delegation to India to engage operators, and later this year will join Wesgro on a mission to China to expand that market.

“Every new route means more than just visitors, it means fresh opportunities for trade, business, and investment. That is why connectivity will always be central to my mission,” Vos explained.

According to the latest Economic Value of Tourism Report, Vos reported that more than 2.4 million overnight visitors came to Cape Town in 2024, spending R24.5 billion directly into the economy. This spending supported over 106 000 jobs – nearly 7% of total city employment.

“The standout figure is this: for every 10 tourists who arrive, one job is created or sustained. That is the power of tourism. It’s why I keep pushing harder for new campaigns, stronger connections, and bold partnerships,” said Vos.

Innovation is also shaping Cape Town’s tourism offering. A creative hotel coat-hanger campaign now drives visitors via QR codes to This is Cape Town and Invest Cape Town. An upgraded, AI-powered content library is already being used by international media outlets and corporates.

Cape Town’s strong performance is evident. In April, hotel occupancy reached 64.6%, far above the national average of 56.3%. Meanwhile, the Cape Town & Western Cape Convention Bureau has secured 36 new bids for global conferences, worth R745 million and bringing more than 27 000 delegates to the metro through to 2028.

“Our mission is clear: turbocharge Cape Town’s visitor economy, create more employment, and open up new opportunities for our people, all while safeguarding our cultural and natural heritage for future generations,” Vos concluded.