Cape Town is making a powerful statement on the world stage as This Is Cape Town, the City’s largest and most ambitious tourism and place-marketing campaign to date, rolls out across New York, London and several major European cities this month. The campaign positions the Mother City as a must-visit global destination, using eye-catching visuals and high-impact placements in some of the world’s busiest urban centres.
From African Cities to World Capitals
Launched late last year by the City of Cape Town, the campaign has already enjoyed a successful run in African cities and Brazil. Its expansion into major global hubs signals a strategic push to strengthen Cape Town’s presence in key international source markets and build long-term tourism demand.
Turning Visibility Into Visitor Demand
The initiative is led by the City’s Mayoral Committee Member for Economic Growth, James Vos, and is being rolled out over several months across six continents and 55 cities worldwide. The core objective is to ensure that global awareness converts into tangible benefits for the local economy.
“The focus of This Is Cape Town is to ensure that global attention translates into real travel demand, real spend in our local economy and real job opportunities for Capetonians,” said Vos.
Moving Billboards in Iconic Cities
The campaign is activated across a mix of high-visibility platforms, including digital billboards and public transport advertising. A distinctive feature is the use of moving billboards in the US and UK. In New York, digital screens mounted on iconic yellow taxis showcase Cape Town’s landscapes, culture and experiences. In London, traditional black cabs have been wrapped in This Is Cape Town branding, turning everyday commutes into mobile advertisements for the city.
These London cabs also feature Virgin Atlantic advertising inside the vehicles, complete with a QR code linking directly to flight bookings – a strategic move designed to turn interest into immediate action.
Air Connectivity on the Rise
The global rollout coincides with significant growth in international air connectivity to Cape Town. According to Vos, sustained place-marketing efforts have supported the expansion of direct flight routes, particularly from the United States and the United Kingdom. Since United Airlines launched direct flights from Newark to Cape Town in 2019, passenger seat capacity has grown substantially, with further increases projected for 2026. Increased demand also led to the introduction of a direct Washington D.C. to Cape Town route.
Growth in the UK Market
The UK has also recorded strong growth. Virgin Atlantic has increased its London–Cape Town services from three flights per week in late 2021 to seven per week during the current peak period. Together with British Airways and Norse Atlantic Airways, Cape Town now enjoys 28 direct flights per week between London and the Mother City.
Tourism’s Growing Economic Impact
The current global push builds on strong digital performance in São Paulo and African cities such as Lusaka and Nairobi, where the campaign reached more than 17 million people on META platforms in just one month. Beyond awareness, tourism continues to play a vital role in the local economy, contributing R27.5 billion in 2024 and supporting more than 106 000 jobs across Cape Town.
Next Stops: Asia, the Middle East and Australia
Looking ahead, This Is Cape Town is set to expand into additional markets including China, India, the United Arab Emirates and Australia in the coming months. As the campaign continues its global journey, the City’s focus remains firmly on delivering high-impact, cost-effective marketing that drives growth, creates jobs and keeps Cape Town top of mind for travellers around the world.
