Cape Town Tourism has launched an initiative to strengthen tourism marketing funding. The move is expected to drive visitor growth and deliver long-term economic benefits for Cape Town. The destination marketing body, CTT has partnered with Tourism Marketing South Africa (TOMSA) to launch a pilot programme. This is aimed at increasing participation in the tourism levy across the city’s visitor economy.
Cape Town Tourism launched an initiative to strengthen tourism marketing funding
The initiative is designed to unlock additional resources for destination marketing, helping Cape Town compete more effectively for global travellers. Broader levy participation aligns the city with international best practice, where collective industry contributions underpin sustained tourism promotion.
Increased funding is expected to benefit the entire tourism value chain — from accommodation providers and attractions to transport operators and small tourism businesses — while supporting jobs and economic growth across the metro and the wider Western Cape.
Stronger Tourism Funding a Win for Cape Town
The working session between Cape Town Tourism and TOMSA marks a decisive move from planning to implementation. The focus is on identifying, on-boarding, and retaining new levy contributors, particularly in sectors that have not historically participated in the system.
Rather than revisiting technical structures, the engagement signals a practical, hands-on approach to strengthening tourism funding and ensuring the levy model remains relevant in a changing tourism landscape.
Inclusive Model to Grow Cape Town’s Global Reach
Cape Town Tourism CEO Enver Duminy says the pilot is about building a more inclusive and sustainable funding model to support global marketing efforts.
“THIS IS ABOUT UNDERSTANDING HOW THE LEVY SYSTEM WORKS BEHIND THE SCENES, WHERE THE OPPORTUNITIES LIE, AND HOW DESTINATION ORGANISATIONS LIKE CAPE TOWN TOURISM CAN ADD VALUE TO STRENGTHEN OUR COLLECTIVE ABILITY TO MARKET SOUTH AFRICA AND CAPE TOWN GLOBALLY,” DUMINY SAYS.
He adds that wider participation will ensure the benefits of tourism growth are shared more broadly across the industry
Pilot Programme to Future-Proof Tourism Marketing
Under the proposed pilot, Cape Town Tourism will act as a regional partner to expand TOMSA participation through its membership network. This will safeguard governance integrity and industry trust.
“This is not about changing the system,” Duminy adds. “It’s about strengthening it.”
The focus will be on incorporating evolving tourism business models, ensuring the levy system continues to support tourism growth for years to come.
Positive Outlook for Cape Town’s Tourism Economy
Following the workshop, the partners will formalize a pilot framework outlining roles, scope, and performance measures. Implementation is expected in the coming months.
The initiative reinforces Cape Town Tourism’s industry-led approach and signals positive momentum for the city’s tourism economy. This positions Cape Town for increased visibility, stronger visitor numbers, and sustainable growth.
