This Is Cape Town… City doubles-down on bookings-centric global campaign

The This Is Cape Town campaign has landed across New York, London and major European cities, putting the Mother City front and centre on taxis, black cabs and Connected TV platforms. 

The campaign, announced in December last year, is focused on more than just awareness with London cabs featuring Virgin Atlantic ads and QR codes that link straight to flight bookings. The current global rollout builds on "strong digital performance in São Paulo and African cities, including Lusaka and Nairobi, where the campaign reached more than 17 million people on META platforms in just one month," according to City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos. 

"Beyond creating awareness, tourism contributed R27.5 billion to Cape Town’s economy in 2024 and supported more than 106,000 jobs. Our focus is on growing those numbers through smart, high-impact and cost-effective campaigns that are backed by conversion in key source markets," added Vos.

The campaign is now set to go live in China, India, the United Arab Emirates and Australia - and its sharper, booking-led approach comes as Cape Town’s tourism momentum hits new highs. Cape Town International Airport recorded a record-breaking 11.1 million two-way passengers in 2025, the first time it has surpassed both the 11-million mark and its pre-COVID peak. International travel alone accounted for 3.3 million passengers - up 7% year-on-year, with December 2025 delivering the busiest festive season on record.

This surge in arrivals is happening alongside a growing global perception around value. Cape Town was recently named the world’s most affordable luxury destination for 2026, reinforcing its appeal at a time when travellers are increasingly cost-conscious but still craving standout experiences. 

Air access is also expanding. From July 2026, LATAM Airlines will launch the first-ever direct flights between São Paulo and Cape Town, while carriers including Emirates, Qatar Airways and Ethiopian Airlines are increasing frequencies. Summer 2025 already saw expanded services from airlines such as United, Delta, KLM, Air France and Norse Atlantic. 

With global marketing tied directly to booking pathways, record airport traffic and a reputation for delivering luxury without the luxury price tag, the city is positioning itself as one of the most competitive long-haul destinations heading into 2026.