Cape Town is partnering with Berlin and New York City to launch what they say is a global first – a three-way destination marketing organisation (DMO).
Cape Town Tourism, New York Tourism + Conventions and visitBerlin – representing Time Out’s top three cities globally – marked World Tourism Day on Saturday, 28 September, with the launch of the partnership’s flagship project: a 10-minute documentary called One Small World.
The mini travelogue follows three hometown specialists, who play tour guide to viewers sharing cultural, gastronomic and other highlights: rapper and musician YoungstaCPT tours Cape Town and surrounds, chef Melba Wilson guides viewers around New York while Annie O breezes through Berlin.
YoungstaCPT goes foraging for mussels and seaweed on the Atlantic coast, and then enjoys the fruits of his labour at a casual lunch with locals in Scarborough. Other highlights are a visit to Cape Town nightspot Athletic and Social Club and to a local spa.
According to Travel and Tour World, the DMO’s focus will be on creating dynamic visitor programmes and joint marketing campaigns and addressing the changing needs of an increasingly global audience.
“Cape Town embodies resilience and diversity. By partnering with New York and Berlin, we aim to share our unique South African story with the world, demonstrating the powerful impact of travel on global peace and understanding,” Enver Duminy, MD of Cape Town Tourism, said at the launch of One Small World in New York.
Nancy Mammana, NYC Tourism + Conventions interim CEO and chief marketing officer, said that through creating the film, “the importance of our partnership as a way to drive tourism became crystal clear and solidified the meaning of our work. We have so much in common – yet so many unique experiences to share with the millions of people who visit our cities each year”.
SA People News quoted James Vos, Cape Town’s representative for economic growth and tourism, as saying that the short film “is not only a celebration of culture, but a powerful platform for expanding Cape Town’s reach in key international markets. By joining forces with New York and Berlin, we are driving economic growth in the tourism sector and creating opportunities for our local communities”.
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