Published on : Thursday, September 14, 2017
The destination marketing organizations (DMOs) NYC & Company and Cape Town Tourism are embarking on the first-ever city-to-city partnership between groups in the United States and South Africa. This partnership aims to boost tourism between the two cities, both of which are epitomes of culture, cuisine, and design in their respective countries.
The agreement developed out of a long-standing dialogue between Fred Dixon, the CEO of NYC & Company and Enver Duminy, the CEO of Cape Town Tourism. The two-year alliance includes exchange of marketing and advertising assets and sharing of best tourism practices. The two DMOs will also collaborate on ways to boost travel between the cities through offers and incentives provided by third-party travel providers.
According to CTT’s Duminy, while the initial aim of the partnership is “to run campaigns in each other’s market without an actual direct monetary outlay and create demand to stimulate an increase of tourism in both directions, our ultimate goal is to support the initiation of a direct airline route between New York and Cape Town, to enable more convenient and accessible travel between the two cities.”
Duminy said that the U.S. is Cape Town’s third-largest source market and South Africa’s second-largest. South Africa is the largest African origin market for visitors to New York City, accounting for nearly 30 percent of African visitors to New York City.
For Cape Town, this is the first such partnership within the tourism sector specifically, and a first DMO marketing twinning agreement in Africa. But for NYC & Company, partnering with international destinations is not something new.
Both Duminy and Heywood agree that partnerships like these are win-wins for DMOs. “We don’t have big advertising budgets,” said Heywood. “So, these partnerships allow us to generate interest in a creative and cost-effective way.”
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