Cape Town's 2026 marketing campaign: A bold global push for tourism
James Vos, mayoral committee member for economic growth, launches the "This is Cape Town" 2026 destination marketing campaign across six continents and 55 cities.
Image: Supplied
The Mother City will feature on billboards, digital displays, vehicles, and aboard airline,s marking it as a global destination across six continents and 55 cities.
This is the City of Cape Town's 2026 destination marketing campaign, which was launched at a hotel in the V&A Waterfront on Tuesday, December 2. The campaign went live, starting in South America
According to mayoral committee member for economic growth James Vos, it is the most ambitious and boldest global destination branding campaign ever titled "This is Cape Town".
The campaign's mission is economic growth and job creation, aiming to sustainably grow tourism beyond a seasonal destination.
"Tourism is the most powerful job creator in our city, with 106 000 Capetonians now working in tourism. That is direct, if we start counting the indirect, we'll count forever because tourism is embedded in our DNA," said Mr Vos.
The campaign showcases Cape Town as a city of opportunity, culture, and unforgettable experiences, encouraging visitors to visit, live, work, play, study, and invest.
Mr Vos said increased direct air access remained a top priority to facilitate this global push.
Attendees at the launch of "This is Cape Town" destination marketing campaign.
Image: Fouzia van der Fort
It coincides with the new Cape Town Tourism board's target to have a tourism job in every household.
The campaign features dynamic storytelling through video, photography, and bold visuals across international social media channels, digital platforms, print magazines, billboards, and even the branding of London’s iconic black cabs.
Further engagements will take place at global travel, trade, and media shows.
"We’re breaking new ground in new markets. Cities like London, São Paulo, Lusaka, Berlin, Shanghai, Nairobi, Dubai, New York, Mumbai, and Sydney are just a few of the 55 global locations where Cape Town’s message is being showcased.
"The WTM Global Travel Report predicts a 40% increase in international leisure travel to Cape Town by 2030, and with this kind of visibility, I believe we can go beyond even those optimistic forecasts," said Mr Vos.
This new global push builds on Cape Town’s growing marketing footprint.
In 2022, the City reached 25.4 million people across European markets.
Last year, campaigns in India and China generated more than 150 million impressions.
Now, Cape Town is making inroads across Africa, the Middle East, Asia-Pacific, the Americas, and Europe on a scale never seen before.
Cape Town is fully geared up to welcome the surge in visitor numbers this season.
The City has intensified destination readiness efforts across the metro, from expanded area cleaning services and enhanced public spaces to continuous investments in energy, water, and mobility systems.
This is supported by a record festive season safety operation, with 700 newly deployed enforcement officers joining more than 4 000 existing personnel, alongside 340 beach lifeguards and 343 swimming pool lifeguards.
Every one of these measures is designed to ensure that visitors and residents alike enjoy a safe, clean, and world-class Cape Town experience.
"We also recognise the partners that help Cape Town soar. Our achievements are built on partnership. The Air Access team, Cape Town Tourism, and the Convention Bureau help us land more flights, dock more cruise liners, secure major conferences, and run conversion-driven campaigns. Their efforts, combined with our global push, ensure Cape Town remains top of mind for travelers and decision-makers around the world," he said.
Women in Tourism Western Cape.
Image: Fouzia van der Fort
Fayruz Holliday-October, chairwoman of the Halaal Tourism Association of South Africa, said that the campaign showcases amazing people, places and products visitors can experience.
"Hoping it would fly the flag of South Africa as a whole but of course zooming in on Cape Town as their destination. Yes, we are represented by our heritage and culture as Cape Malays, we are part of that campaign," she said.
Angelica Muñoz Cordoba, chairwoman of Cape Tourist Guides Association (CTGA), said the six attractions in Cape Town would be the mountain, beaches, experience fauna and flora, adventure programmes, historical parts of the city, an of course experience "with the locals".