As the world becomes more digitally connected, there has been a shift in how travellers search for information and book their next holiday.

Cape Town Tourism’s Social Media Platforms boast a following of nearly one million users. By analysing the digital data, it is possible to make informed decisions around what users are searching for, what they are clicking on, and what is the most popular type of content travellers are searching for, making data-driven decisions key to attracting the discerning traveller.

Approximately 70% of users are accessing digital platforms via mobile devices. This type of data then determines what the mobile-first approach should be, and how to package content and information on platforms.

The city’s strategy is to enhance awareness about Cape Town as a preferred destination and, in turn, stimulate local economic activity. Through a service-level agreement with Cape Town Tourism, the City of Cape Town aims to introduce a variety of products and services, action-packed adventures and experiences to cultural attractions.

Currently, the Cape Town Tourism visitor interfacing website attracts nearly two million visitors a year.

These are mostly South Africans and an ever-growing number of international visitors, specifically from the US and UK. The recorded analytics indicate that visitors spend most of their time looking for accommodation recommendations. This is followed by searches for information on current events and what is happening in the city and culinary options.

Content related to pocket-friendly experiences are the most-read pieces on the Cape Town Tourism website. Tourism initiatives lead to the development of local enterprises, increase the demand for goods and services, and contribute to much needed employment.

Ultimately the goal is about developing routes through a variety of activities and attractions that will connect communities to the economic and entrepreneurial opportunities that the tourism industry offers.

Content is becoming more current and informative, and is being presented in a user-friendly way. Therefore, the strategy is to enhance awareness of the destination and stimulate local economic activity. This can be accomplished by using user-generated content through images, written pieces, and collaborating with various creatives for Instagram takeovers.