Cape Town has once again received top honors in the world of tourism by attaining the title of Africa’s Leading Destination 2011 at the World Travel Awards. It is the 12th time this accolade has been claimed by the city. Since 1998, Cape Town has received the award in all but two years (2004 and 2007), when it was awarded to Sharm el-Sheikh.
This year, Cape Town faced head on tough competition from many other South African destinations including Johannesburg, Durban and the Kruger National Park, along with Luxor in Egypt, Marrakech in Morocco and Victoria Falls in Zimbabwe.
Accolades and honors are very important for awareness and the profile of destinations, however they will have to be followed up with campaigns that transform awareness into real visitors to the destination. Naturally we are proud of this award and the recognition it brings.
In conjunction with TripAdvisor’s Top Destination 2011, and more recently Travel and Leisure’s World’s Best Cities vote, these awards form a fantastic base for the kick off of our national and international marketing campaign focused towards boosting demand for Cape Town. The campaign will get under way in October at Cape Town Tourism’s AGM and will also be rolled out internationally from the World Travel Market in November 2011. The marketing campaign is an element of a broad strategy Cape Town Tourism is putting into action to meet the evolved market circumstances and consumer demands.
Cape Town Tourism spent some time working closely with major players in the industry to produce a more compelling and inclusive tourism marketing positioning for Cape Town which will go beyond beauty. Cape Town’s organic beauty is in all likelihood her best-known quality, and although it must remain an essential part of the city’s marketing message, it is crucial for tourism marketing campaigns to complement a broader economic message and reinforce Cape Town as being a city of inspiration and innovation.
To view full list of Winners – Click here