Cape Town, New York and Berlin unite in big tourism campaign

Source: Moneyweb, By Terri-Ann Brouwers, 30/09/2024

The City of Cape Town believes the collaboration with New York and Berlin will drive economic growth

Cape Town Tourism, New York City Tourism + Conventions, and visitBerlin have joined forces to launch the world’s first three-way destination marketing partnership.

The collaboration kicks off with One Small World, a documentary-style short film that “dissolves the barriers of time, distance, and geography to reveal the essence of TimeOut’s top three best cities”.

The travelogue has three hosts: award-winning Cape Town rapper YoungstaCPT, Melba Harlem chef-owner Melba Wilson, representing New York City, and DJ Annie O for Berlin. The film explores how travel can bridge divides and highlight shared humanity.


Cape Town Tourism CEO Enver Duminy, visitBerlin CEO Burkhard Kieker, Cape Town Tourism board chair

City showcase

The One Small World campaign is set to promote transformative travel experiences while highlighting each city’s unique features. Duminy emphasised that the partnership aligns perfectly with Cape Town’s values of inclusivity, sustainability, and cultural exchange.

“By showcasing the diversity of our city, from the vibrant streets of Bo-Kaap to the breathtaking views of Table Mountain, we can inspire travellers to open their hearts and minds to new experiences and perspectives.”

Nancy Mammana, interim CEO and chief marketing officer of NYC Tourism + Conventions, expressed enthusiasm for the collaboration: “We’re so excited to evolve our strategic tourism partnership with both Cape Town Tourism and visitBerlin with the world premiere of our One Small World short film in New York City.

“In creating the film, the importance of our partnership as a way to drive tourism became crystal clear and solidified the meaning of our work. We have so much in common - yet so many unique experiences to share with the millions of people who visit our cities each year.”

Burkhard Kieker, CEO of visitBerlin, says the three cities “are united by their vibrant, cosmopolitan lifestyles, rich cultural landscapes, and forward-thinking spirits, yet each offers its own unique character”.
The campaign will be promoted as digital content across the three cities’ social media platforms, reaching a combined audience of over 4.5 million followers.

Sponsored by United Airlines, the initiative is designed to enhance visibility and reach new markets in the US, South Africa, Brazil, Germany, Italy and the UK.

Read: Tourism optimism lifts Southern Sun to a record high

Alderman James Vos, mayoral committee member for economic growth and tourism, highlighted the significance of the collaboration for Cape Town: “One Small World is not only a celebration of culture, but a powerful platform for expanding Cape Town’s reach in key international markets.

“By joining forces with New York and Berlin, we are driving economic growth in the tourism sector and creating opportunities for our local communities.”

The One Small World film will be released as a social media campaign across the three cities’ channels in the coming months.