Cape Town Tourism held a working session with Tourism Marketing South Africa (TOMSA) to prepare for a pilot programme to expand TOMSA levy collection across Cape Town and the rest of the Western Cape.
The engagement focused on TOMSA’s levy administration, governance and marketing processes and on identifying opportunities to increase participation among tourism businesses.
“This session was about rolling up our sleeves and understanding how the levy system works behind the scenes, where the opportunities lie and how destination organisations like Cape Town Tourism can add value in a practical, responsible way. A strong, sustainable levy system benefits the entire tourism value chain,” said Cape Town Tourism CEO Enver Duminy.
The proposed pilot will explore how Cape Town Tourism can support TOMSA by identifying, onboarding and retaining new levy collectors within its membership base, particularly in sectors of the visitor economy that are not yet fully participating.
“This is not about changing the rules of the system,” Duminy said. “It’s about strengthening and future-proofing a model that has served tourism in South Africa well by widening participation and improving understanding of the collective value the levy creates.”
Following the workshop, Cape Town Tourism and TOMSA will work towards a formal pilot proposal setting out scope, roles, success measures and commercial principles with a view to implementing the pilot in coming months.
