Reflecting on a Stellar Year and Setting Sights on New Horizons

As we welcome the new year, my wish for Cape Town is simple yet powerful: that every visitor to our city becomes a repeat visitor. Repeat tourism is crucial for Cape Town’s sustainable growth. Research shows that loyal visitors spend more, recommend destinations to others, and provide valuable feedback. By offering exceptional experiences and driving innovation in marketing and service delivery, we can secure Cape Town’s position as a global destination of choice and ensure long-term success.

Record-Breaking Tourism Milestones

Over the past year, Cape Town International Airport welcomed more than 10 million passengers, with 226 international flights arriving weekly. These connections are vital to our visitor economy and reflect the success of our efforts to attract airlines and establish new routes. Within weeks, I am optimistic we will confirm that we’ve surpassed these figures, as current indicators suggest another exceptional year is underway. Additionally, Cape Town’s cruise terminal hosted 88 magnificent liners, bringing thousands of visitors to our shores.

Such achievements are no coincidence. They are the result of deliberate, conversion-driven marketing campaigns that prioritize turning interest into bookings. That’s why my department implemented initiatives such as branding black cabs in London with eye-catching designs and QR codes linking directly to Cape Town travel offers. These efforts, as part of the Choose Cape Town campaign, showcased our city’s appeal in key markets, proving how focused marketing can deliver results.

Strengthening Airline Partnerships

Deepening partnerships with global airlines has been another key focus. We worked tirelessly to launch co-marketing campaigns positioning Cape Town as a premier destination. Every new route added and every passenger booked enhances tourism, trade, and investment, delivering significant economic benefits to our city.

My mission remains to strengthen and expand these partnerships because aviation is critical to Cape Town’s economy—every 100 international arrivals create two jobs. This is why we must continue working hard to keep these aeroplanes in the skies above us, filled with passengers supporting our local economy and cargo that bolsters our trade connections.

Leading From the Front: Expanding into New Markets

Looking ahead, I am setting my sights on untapped markets with immense potential. India and China present significant opportunities for Cape Town, and in 2025, I will personally lead strategic trade missions to these countries to establish new airline routes, secure partnerships, and showcase Cape Town’s unique offerings. By working directly with key stakeholders, we aim to open doors for both visitors and investors, ensuring Cape Town remains a leader in the global tourism landscape.

The Five-Point Programme of Action

Our success is anchored in my Five-Point Programme of Action:

1. Landing more flights: Expanding air access for passengers and cargo.
2. Docking more cruise liners: Positioning Cape Town as a premier cruise destination.
3. Hosting more conferences: Cementing our status as Africa’s leading business tourism hub.
4. Boosting local attractions: Showcasing Cape Town’s unique offerings to grow visitor numbers.
5. Unlocking investment: Partnering with the private sector to enhance tourism infrastructure.

This strategy creates waves of economic opportunity, particularly in communities where tourism jobs have been transformative.

My heartfelt thanks to the Economic Development and Investment Department’s Place Marketing and Tourism Branch, Cape Town Tourism, and the Wesgro-funded programmes for driving the City government’s vision to grow tourism in the Mother City.

Driving Growth Through Innovation

• Trusted Tour Operator Scheme:

Launching in January 2025, the Department of Home Affairs’ Trusted Tour Operator Scheme (TTOS) will streamline visa processing for large groups from key markets, including China and India, reducing barriers and boosting tourist arrivals.

• Remote Work Visa:

Following the successful introduction of the Remote Work Visa in October 2024, my department is rolling out targeted campaigns positioning Cape Town as the ultimate destination for international remote workers, unlocking new economic opportunities for our city.

Tourism’s Economic Impact

Tourism contributes R27.3 billion annually to Cape Town’s economy, with every visitor driving growth, supporting local businesses, and sustaining thousands of jobs. Beyond the numbers, tourism enriches lives and builds vibrant, inclusive communities where everyone can thrive.

A Vision for 2025

As we celebrate our achievements, we must aim even higher. My focus for 2025 includes expanding direct flight connections, leading new trade missions to India and China, and deepening partnerships with global cities like Berlin and New York.

Cape Town is more than a destination—it’s an experience, a story, and a promise. Every flight, cruise, and conference creates ripples of economic growth that touch lives across our city. Together, we’ve built a foundation for success, and we are committed to leading from the front as we seize new opportunities in the year ahead.

Here’s to an even brighter 2025 for Cape Town!