Transforming Cape Town’s Tourism Industry: The This is Cape Town Campaign

When hailing a taxi in New York or London, don’t be surprised if you see the unmistakable branding of the City of Cape Town. This is not a mistake, but rather a part of a bold global tourism initiative by the city to increase international visibility and boost travel demand, economic spend, and job creation in Cape Town.

Launched by Mayoral Committee Member for economic growth, James Vos, the This is Cape Town campaign is a large-scale international initiative that has been rolled out across six continents and 55 cities worldwide. It aims to attract global interest and bookings while also sustaining jobs in the city’s tourism sector.

The campaign has been strategically implemented in various forms, such as digital screens mounted on iconic yellow taxis in New York and traditional black cabs wrapped in This is Cape Town branding in London. London taxis also feature Virgin Atlantic advertising inside, with a QR code that links directly to flight bookings. Additionally, the campaign has gone live on connected TV platforms in key European markets, including Italy, France, Belgium, Switzerland, and Germany.

According to Vos, these targeted marketing efforts have resulted in a notable increase in global air connectivity for Cape Town. The latest Cape Town Air Access figures, released by Wesgro, show that 2025 was a record-breaking year for tourism, air connectivity, and economic activity in the Western Cape. For the first time in history, Cape Town International Airport processed more than 11. 1 million two-way passengers in a single year.

International travel also saw a strong growth of 7% year-on-year, with 3. 3 million two-way international passengers. Domestic travel also increased by 7%, reaching 7. 8 million passengers. In December 2025 alone, the airport processed 1. 12 million two-way domestic and international passengers, setting a new record.

Vos explains that the focus is on growing these numbers through smart, high-impact, and cost-effective campaigns backed by real conversion in key source markets. He also highlights the success of United Airlines’ direct flights from Newark Liberty International Airport in New York to Cape Town. In 2019, only 3,500 passenger seats were available on the route, but between 2019 and 2025, the airline will have operated 1,324 flights, delivering a cumulative 337,364 passenger seats. In 2025, the annual seat capacity increased to 85,500 seats, with a projected 92,749 seats in 2026. Due to increased demand, United Airlines has introduced 28 direct flights per week between London and Cape Town.

Aside from raising awareness, tourism has also significantly contributed to Cape Town’s economy, bringing in R27. 5 billion in 2024 and supporting over 106,000 jobs. Vos states that the focus is on continuing to grow these numbers through strategic and cost-effective campaigns in key source markets.

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