The City of Cape Town will shortly release a draft Tourism Development Framework for public and industry comment as it looks to build on a record tourism year, according to Cape Town’s Mayoral Committee Member for Economic Growth James Vos.
“I will release the draft framework for public comment shortly. It is based on solid research and engagement and sets out a practical plan to grow tourism while ensuring communities benefit across Cape Town,” Vos said.
The framework will focus on consolidating established source markets while expanding into Africa, India, China and the Middle East with the aim of growing visitor numbers and value.
“This is about increasing impact – not just numbers. Tourism growth supports jobs, revenue and opportunities but it depends on strong partnerships. That is why public participation and industry engagement are central to this process,” Vos said.
Cape Town International Airport processed more than 11 million passengers last year, reflecting strong domestic and international demand. The city is currently connected to 31 global destinations with 228 international flights landing each week during peak periods. Vos has led delegations to India and China, and continues to engage partners to expand access from key markets including the US, Europe and the UK.
“Every new route supports tourism, trade and investment. That is why connectivity remains central to our economic growth efforts,” Vos said.
According to the Economic Value of Tourism Report, more than 2.4 million overnight visitors travelled to Cape Town in 2024, contributing R27.5 billion (US$1.7 billion) to the city’s economy and supporting over 106 000 jobs (nearly 7% of total employment).
“The key point is that tourism supports livelihoods across our city. That is why we want industry and residents to help shape the framework that guides our next phase of growth,” Vos said.
Cape Town has also rolled out the This Is Cape Town campaign across six continents and 55 cities, supported by destination marketing tools including a food and arts and culture guide, alongside a content creation workshop for tourism businesses.
“These initiatives are about backing local businesses and strengthening the visitor experience,” Vos said.
An AI-powered content library is now used by international media and corporate partners as part of destination marketing.
Vos said the updated framework will focus on longer stays, higher spend and quality experiences while managing Cape Town as a well-run destination.
“Our mission is clear: strengthen Cape Town’s visitor economy, create more employment and open up new opportunities for our people while safeguarding our cultural and natural heritage for future generations,” Vos said.
In a statement, he said the city is rewriting the framework because “standing still is not an option in a fast-moving, highly competitive global tourism market” with renewed focus on duration of stay, jobs and GDP contribution as key measures of success.
