The City of Cape Town is turning up the volume on its tourism marketing strategy with the expansion of its Six Pillar Content Partnership. Launched just a year ago, the initiative is already making waves and was spotlighted at this year’s World Travel Market Africa—Africa’s premier travel and trade expo.
The City’s Economic Growth Directorate unveiled several exciting developments, including two new promotional brochures, the latest edition of This Is Cape Town magazine, and the onboarding of fresh creative collaborators. These new content partners bring expertise from a diverse mix of sectors: theatre, education, digital storytelling, outdoor experiences, wine, and investment, among others.
“The stories we tell—about our people, places, and products—are what truly set Cape Town apart,” said Alderman James Vos, Mayoral Committee Member for Economic Growth. And the numbers speak volumes: the programme has already reached over 32 million people on Meta platforms, with 1.6 million engagements across global markets.
The content is shaped around the City’s six key destination themes: visiting, living, working, studying, playing, and investing in Cape Town. The newly launched brochures focus on Cape Town’s dynamic foodie and cultural scenes, available both digitally and in print at partner venues and airport lounges.
Volume 4 of This Is Cape Town magazine also made its debut, featuring stories on the Artscape Theatre, marine manufacturing, the Cape Town Carnival, and more. Earlier editions have enjoyed nearly 200,000 online page views, cementing the magazine’s role as a key storytelling platform for the city.
“At the heart of all our efforts is one goal—growing the local economy,” said Vos. “Every visitor means more jobs and more opportunities for our communities.”
Cape Town’s story continues—and it’s one worth sharing with the world.