What is contributing to Cape Town’s tourism surge?

According to James Vos, City of Cape Town Mayoral Committee Member for Economic Growth and Tourism, the substantial increase in Cape Town’s tourism in the past year can be attributed to a multifaceted approach. The City, in collaboration with its partners, executes marketing campaigns that emphasise Cape Town’s diverse destination offerings. Recent campaigns were tailored to appeal to specific audiences and groups seeking experiences related to luxury, adventure, family and friends, nightlife, culture, sport, and more. Vos explains that authenticity in marketing was a top priority to provide travellers with a genuine sense of the incredible places, people, and products on offer in Cape Town. Initiatives such as Air Access, Cruise Cape Town, and the Cape Town and Western Cape Convention Bureau played a crucial role in securing more flights, cruise ship visits, and events and conferences in the city.

CREATING TOURISM-RELATED JOBS IN EVERY CAPE TOWN HOUSEHOLD

Vos has a mission to see tourism-related jobs in every Cape Town household. The goal is driven by the understanding that tourism is a connective tissue for investment and employment opportunities.

He elaborates that tourism acts as the gateway through which local cuisine, fashion, and other distinctly local aspects become global trends. According to him it also attracts investors who, while visiting Cape Town, recognise the potential to establish businesses in the city’s thriving industries.

THIS MISSION’S SUCCESS IS UNDERPINNED BY FIVE KEY ELEMENTS:

1. Expanding flight routes from various source markets to further boost the inflow of tourists.
2. Increasing cruise travel from additional destinations, thereby diversifying the city’s tourism offerings.
3. Attracting more events and conferences, encouraging delegates to book local accommodations and services during their stays.
4. Supporting tourism-connected businesses by developing high-quality, authentic, and innovative products and services.
5. Continuously launching marketing campaigns that showcase the diversity of Cape Town’s destination products to drive bookings.

CAPE TOWN: A TOP DESTINATION ON THE GLOBAL TOURISM MAP

The tourism boom experienced by Cape Town in 2023 and the first three months of 2024 is representative of the City’s strategic destination marketing initiatives. The city’s robust tourism industry has firmly bounced back to its pre-pandemic successes, now with more innovative approaches and enhanced flexibility to adapt to changing global markets than ever before.

While Vos’s ambitious goal to see tourism-related jobs in every household, it also underscores the role of tourism as a catalyst for economic growth and investment opportunities. He emphasises that with the focus on expanding flight routes, diversifying cruise travel, attracting events, supporting local businesses, and continuous innovative marketing, Cape Town is positioned to maintain its status as a top destination on the global tourism map.

AIR TRAVEL:

• Cape Town saw a record-breaking 2.8 million two-way international air travellers in 2023. And in the first quarter of 2024, Cape Town experienced a significant uptick in tourist arrivals via air travel, with a notable 16% increase compared to the previous year, amounting to 336,268 visitors.
• Aviation brought R24 billion and 10,600-plus jobs into the Cape in 2022.
• Saw around 215 international flights land every week during the summer of 2023, with approximately 31,000 passengers per day passing through the airport.
• Cape Town International Airport’s international terminal processed over 317,000 two-way travellers in December, setting a record.
• R1.9 billion in foreign tourism spending ignited the Western Cape economy in December 2023.
• The year soared to new heights, with 2.8 million international passengers and a decade-long doubling trend.
• Meanwhile the domestic terminal processed 6 884 252 two-way passengers in 2023, almost a million more than the previous year.

LOOKING AHEAD

• Signifying Cape Town’s growing strength as a cruise destination, two of the iconic Cunard Queens, Queen Mary 2 and Queen Victoria, made a simultaneous appearance at the Port of Cape Town in April 2024. This is a first in African maritime history.
• In the 2023/2024 cruise season, Cape Town welcomed about 75 ships with almost 130,000 passengers and crew. This is notable for the fact that the cruise industry has emerged as a significant contributor to the regional economy, with the 2022/23 season alone generating R1.2 billion. In addition, for every 30 arriving cruise passengers, one full-time job is created in the Cape.
• Passenger growth at Cape Town International Airport maintains its positive trend following the first quarter of 2024, with both the domestic and international passenger terminals recording positive year-on-year growth in March.
• The domestic terminal recorded an 11% year-on-year growth for March, with over 642 000 two-way passengers processed. The international terminal saw a 17% year-on-year growth in March, with over 318 000 two-way international passengers travelling through the terminal.
• CTIA wins at Skytrax: For the ninth consecutive year, CTIA has been crowned the Best Airport in Africa, and for the fourth consecutive year, it has also bagged the Best Airport Staff in Africa award!
  Through innovative practices and partnerships, we can take tourism in Cape Town to even greater heights, unlocking opportunity and economic access for so many more people and communities in the city. Let’s go!