Taking a leaf out of Rio de Janeiro’s book, Cape Town has big aspirations to increase its international tourist numbers with its annual carnival.

Now in its ninth this year, this spectacular experience showcasing Africa’s colour, creativity and diversity has seen tremendous growth, drawing more than 50 000 people in 2017.

According to Cape Town Carnival CEO, Jay Douwes, more than 6% of these visitors were foreign tourists.

“Our research from other international events has shown one has to start with a solid local following. That is happening and we can now look at really drawing the international tourist.”

According to the carnival’s Creative Director, Brad Baard, there has been very real interest from the international market for the event. “We have seen a steady uptake, and awareness is growing amongst international tourists about the carnival in the Cape,” he told Tourism Update. “International enquiries are now starting to come in months in advance. We know the interest is there. At the same time, though, there is a lot of potential for even more international awareness. It is an area of massive growth potential.”

Douwes said from an economic point of view the carnival was growing in importance. “The actual spend on the night last year was R13 million (€913 000) while the total economic activity around the carnival came to R41 million (€2.88m).”

Cape Town Mayoral Committee Member, JP Smith, said the City had learnt several lessons since the first carnival was hosted in 2010. A near-disastrous event, the carnival idea was nearly scrapped, said Smith, but with a delegation having visited Rio there was a clear understanding of what the event could become if the City got it right.

“Since then many creative people have worked very hard to pull this event together, while the City has remained loyal, as have the funders on a local, provincial and national level,” he said. “When you see the carnival in Rio and you understand what this can be, the extent of economic impact, the number of jobs it provides to residents in a city, the large tourist figures we are talking about, then you realise how big this can get.”

While Cape Town still has a long road ahead before delivering an event of that scale, he said Rio’s reputation around carnival remained a tourist drawcard and that was what the City was aiming for.

“We therefore want to continue to add new pizazz to the carnival, because, while it is about social coherence, about building the image of the city, about creating jobs and creating skills people can use for other things, it is also about building the reputation of this city as an events destination, where people plan their holidays to be here around the time of the carnival,” added Smith.

The event takes place on March 17 this year, and preparations – with close to 1 700 singing, dancing and instrument-playing performers – are earnestly under way at the headquarters in Maitland, Cape Town.

Pulling an event of this magnitude off requires fine planning, said Baard, an activity that starts months ahead of the actual carnival date.

At the warehouse in Cape Town it is a hive of activity as the 19 floats are starting to take shape and the hundreds of costumes are being sewn.

“This year’s theme, Mother City, Mother Nature, will explore what it means to be the Mother City,” said Baard. “This will be an honouring of the unique biodiversity of the Cape – one of the African treasures we have. It will be reflected in the floral kingdom float which will show people the pincushion protea, the protea, the agapanthus, the arum lilies.”

Another float will symbolise rain tanks, emphasising the importance of rain and water to the drought-stricken Cape region; while Tsogo Sun’s float will embody a glittery dream with girls symbolising the importance of water.

“The theme showcases the startling beauty, diversity and resilience of the Cape. Not only from a nature perspective but also its people, who are resourceful and determined,” said Baard. “Mother City, Mother Nature has been an opportunity not only to look at what makes Cape Town unique and special, but also what kind of city we want to build. How does this city uplift and transform those who live here and how does it welcome and include those who visit?”