Cape Town and NYC enter new tourism partnership

2017-08-24 11:27 - Kavitha Pillay
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New York City. (Photo: iStock)

Cape Town - From the Mother City to the Big Apple, travellers can now reap the benefits of having to explore Cape Town and New York City through a new two-year partnership between the two city's tourism boards, to boost travel between the destinations.

This city-to-city tourism partnership connects two of the world's biggest and most popular destinations for business and leisure travel, was finalised on Wednesday 23 August with much excitement.

NYC & Company, New York City's official destination marketing organisation, and Cape Town Tourism signed the partnership, making this the first time that NYC & Company has signed with a destination marketing organisation in Africa.

ALSO SEE: Travel and Leisure's 2017 World's best cities list sees Cape Town ranked 8th

A promising venture for SA's tourism industry, the partnership includes a collaboration agreement between the two destination marketing organisations, the sharing of best practices in tourism marketing and the exchange of marketing assets to boost reciprocal travel.

NYC & Company President and CEO Fred Dixon and Cape Town Tourism’s CEO Enver Duminy signed the tourism partnership agreement in New York City.

“We are proud to sign a first-ever partnership with Cape Town, one of the world’s most iconic and beautiful cities,” says Dixon. “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.” 

“This announcement has been years in the making, but at the outset it was clear that New York is the ideal city for collaboration with Cape Town,” says Duminy.

“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 communities,” adds Duminy.

How do travellers and the tourism industry benefit?

Through the partnership, not only can SA's tourism industry expect an increase of travellers from the United States, but SA travellers will also benefit from offers that will boost travel to New York.

According to Cape Town Tourism, the partnership includes a swap of marketing and advertising assets to be activated in early 2018 to influence seasonal travel.

"In New York City, advertisements will appear on bus stop shelters and LinkNYC kiosks to promote Cape Town, reaching an estimated 17.6 million in media impressions. 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."

As part of the agreement, the two cities will "share best practices in tourism management" to increase tourists to both cities.

Cape Town and NYC will also collaborate on ways to boost travel between the cities "through offers and incentives provided by third-party travel providers".

SEE: Direct flight between US and Cape Town on the cards - Wesgro

"South Africa is the largest African origin market for visitors to New York City with nearly 50 000 visitors in 2015," says Cape Town Tourism, adding that SA comprises nearly 30% share of African visitors to New York City.

The United States is currently Cape Town’s second largest international source market, according to Cape Town Tourism. "In 2015, 30% of arrivals to Cape Town from the US originated at or travelled via New York City airports."

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