Cape Town and New York Sign Historic Tourism Deal
How the City of New York will help the City of Cape Town – and vice versa.
As you may have heard by now, the City of Cape Town and the City of New York signed a historic
city-to- city partnership agreement on the 23rd of August.
The deal, signed by NYC & Company and Cape Town Tourism indicates that the two cities will market
each other as tourist destinations for a two-year period.
This is the first time the official marketing, tourism and partnership organisation has signed with an
African country’s destination marketing body.
How will the New York partnership help Cape Town tourism?
Five million tourists visit the Mother City and a colossal 60 million visitors visit New York City every
In New York City, advertisements will appear on bus stop shelters and LinkNYC kiosks to promote
the South African city. This is predicted to generate an expected 17.6 million media impressions.
The two destination marketing organisations will collaborate and share on best practice in tourism
marketing. This will include an interchange in certain marketing strategies and tools to further
boost their figures.
“New York City and Cape Town share a lot in common as capital cities of culture, cuisine and
design, and we look forward to cultivating this productive tourism relationship in the year ahead,“
said NYC & Company President and CEO, Fred Dixon, at the official signing ceremony in New York.
Cape Town Tourism’s CEO, Enver Duminy added that all Cape Town branding on bus shelters across
their five boroughs would not only speak to the international tourists visiting New York, but also
the 10 million citizens living in New York.
How will the City of Cape Town help New York tourism?
In Cape Town, an equivalent value of New York City advertisements will be featured through digital
and out-of- home media, with specifics to be determined. Advertisements are expected to appear in
South Africa is the largest African origin market for visitors to New York City at nearly 50 000
travellers in 2015.
The United States is currently Cape Town’s second largest international source market. In 2015, 30
percent of arrivals to Cape Town from the United States started from or travelled via a New York
The Cape Town Cycle Tour
According to tour organisers, the Cape Town Cycle Tour this year attracted 4 000 international
entries, and generated R500 million towards the economy.
Duminy said in an opinion piece for The Citizen that a modest look at tourism spend saw
international visitors vastly enjoying the exchange rate and spent on average R1 198 each day.
Some stayed for an average of three to four days, and some for much longer.
Cape Town is the number one city in Africa for business tourism
Earlier this year, Cape Town was ranked as the number one city in Africa for business tourism by
the International Congress and Convention Association (ICCA).
The City now ranks in the top 40 destinations for business tourism in the world and has steadily
ascended 15 places in the global rankings from 54 th place in 2015 to 39 th place in 2016.
Research company, Forward Keys has forecasted a 14% increase year-on- year in arrivals to the city
Duminy hopes that all efforts by the partnership will help amplify the city’s holiday destination
“We’re greatly encouraged by this tourism twinning agreement. After all, a city with a global
reputation for world-class tourism is acknowledging that we have just as much value to offer the
global traveller. We look forward to this partnership and to sharing the benefits with our