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CTT maps tourism sector’s economic recovery

Saturday, October 29, 2022

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Cape Town Tourism’s (CTT) most recent Annual General Meeting has mapped out the next steps of the sector’s economic recovery.

The organisation has now set its sights on re-establishing the Mother City’s position as one of the top tourism destinations in the world through an exciting range of innovative campaigns, inspiring initiatives, and localised programmes that will benefit tourists, the industry, and stakeholders.

Enver Duminy, Cape Town Tourism Chief Executive Officer, said the tourism sector’s recovery looks promising. However, there’s still a way to get the industry buoyant and fully recoup from recent challenges: “Our strategic focus for the next 12 months is on demand generation, increasing market share, and city pride. We’ve also introduced new programmes to provide mutually beneficial outcomes across our core stakeholder groups – destination, industry, and community.”

“Through integration and a collaborative effort, we have, and will continue, to create the impact required to deliver on our purpose of improving the lives of Capetonians and unlock the next phase of our rapid recovery plans,” he adds.

Alderman James Vos, the City’s Mayoral Committee Member for Economic Growth, says that working closely with CTT has allowed the City to deliver on some of their biggest priorities for tourism growth to date, the most important being conversion. “We are constantly striving for this – turning potential bookings into actual bookings. Our collaborative work with CTT is evident in this goal being achieved, with the latest data from Cape Town International Airport indicating that arrivals to Africa’s best airport continues its upward flight. At the beginning of this year, international airport arrivals recovered to 34% of 2019 figures for that same period. Between July and September, it was up to 84% with total arrivals recovering to 70%.”

From next month, through to March 2023, Cape Town will be welcoming up to 191 flights per week “This will amount to approximately 1.5 million two-way seats over the period, generating a whopping R7.9 billion in tourism spend!” adds Vos.

Outgoing Chair, Brett Hendricks spoke on the past year and the encouraging growth in both international and local travel and hospitality in Cape Town. “We have won a number of prestigious destination awards of which we are extremely proud. Being recognised as a truly world class destination shows us all, as an industry, that the hard work behind the scenes, doesn’t go unnoticed.”

Cape Town Tourism’s newest recovery phase follows in the footsteps of its highly successful “FIND YOUR FREEDOM” initiative. The campaign gave tourists feeling trapped in their homes an opportunity to break free, re-find their freedom and help the City fuel faster recovery in the visitor economy.

The next iteration is titled “Find Your Freedom X” with the “X” representing our purpose, our strive towards innovation and sustainability – it is about being truly transformative as an organisation, as an industry and as a city,” says Hendricks.

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