Cape Town and the Western Cape have launched the first phase of an international tourism campaign marketed to German business and leisure travellers.
The campaign calls on German travellers to ‘soweit weg fuhlen’ or ‘get that faraway feeling’ by booking their next trip to visit the Mother City.
Germany is one of the key source markets for leisure travel that is permitted to visit South Africa under the risk-based approach.
“We are ready to welcome the world back safely and responsibly! Europe has and always will be an important market for us as they are familiar with our world-class local tourism products and well-priced with our favourable exchange rate. We look forward to welcoming back the German market, which we believe will have a positive economic impact on our local tourism sector,” said Wesgro CEO, Tim Harris.
The province’s ‘We Are Open’ campaign was launched at the end of August and initially targeted domestic tourists, but was designed to be adaptive for the uncertain environment cause by COVID-19. The campaign has now been expanded for international visitors, starting with the German market, which will be followed by other markets in later phases.
“Cape Town and the Western Cape are open! We can’t wait to welcome back visitors from near and far,” said the Western Cape’s Minister of Finance and Economic Opportunities, David Maynier.
Business sector is open
The City of Cape Town has also launched a campaign targeting international investors, confirming to them that the city is indeed ‘open for business.’
“I had the great pleasure of relaunching the City of Cape Town’s campaign to position Cape Town as a destination of choice for investment. More companies are choosing the city because we offer the services, infrastructure, sound governance, skilled workforce and political will needed to grow the economy,” said the City’s Mayoral Committee Member for Asset Management and Economic Opportunities, James Vos.
Vos added that the tourism and hospitality industry had been prioritised as a ‘high-growth’ sector. “Our focus is on getting all sectors back to business because our economy relies on visitors who visit Cape Town for events, conferences, leisure and business. At the end of the day, these industries are all dependent on travel and trade to thrive and grow.”
Supporting small businesses
The Western Cape has launched a R27m (€1.3m) relief fund to support small businesses that have been hard-hit by the pandemic.
“This fund is an important step in our economic recovery plan to help businesses to rebuild and save jobs in the Western Cape. And so, I would like to encourage all interested small businesses to apply,” said Maynier.