South Africa’s Mother City, Cape Town recently earned top honours in the world of tourism. Cape Town was named as the Best Destination in Africa by the World Tourism Awards last week.
It’s the 7th time that Cape Town has won this award. Cape Town has won this prestigious award every year since 1998, except in 2004 and 2007. Sharm El Sheikh won the award in the two years that the Mother City didn’t.
Cape Town did face some tough competition from Johannesburg, Durban and the Kruger National Park this time though. Luxor in Egypt, Marrakech in Morocco and the Victoria Falls in Zimbabwe was also in contention for this award.
Awards are important for awareness and the profile of destinations, but have to be followed-up with campaigns that convert awareness into real visitors to the destination. This accolade (together with Trip Advisor’s Top Destination 2011 and the Travel and Leisure’s World’s Best Cities vote) forms an excellent platform for the launch of Cape Town’s national and international marketing campaign. The campaign will be aimed at increasing demand for Cape Town.
Cape Town Tourism’s campaign will launch locally at Cape Town Tourism’s AGM on the 17th of October. The campaign will be rolled out internationally from the World Travel Market in November 2011. This campaign is part of a broad strategy that is being implemented to meet the changed market conditions and consumer demands for Cape Town.
Cape Town Tourism has worked closely with the industry to come up with a more compelling and inclusive tourism marketing positioning for the Mother City that goes beyond its beauty. Cape Town’s natural beauty is perhaps the best known quality but it’s important for tourism marketing campaigns to complement a broader economic message and reinforce the Mother City as a city of inspiration and innovation.
In light of Cape Town winning this award we want to know from you which South African destination wins the Best Tourism Destination Award in your eyes? Leave your comments on our comment stream we would really like to know whether you think Cape Town should be tops of the tour buses?
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