Cape Town Tourism has released its marketing slogan “You don’t need a holiday, you need Cape Town” ahead of the World Travel Market (WTM) in London next month.

The campaign aims to show there is more to the city than its natural beauty and reveals the multicultural diversity of its people and the richness & vibrancy this brings to the city.  “It positions Cape Town as an antidote to an uncertain and changing world, telling personal stories that will inspire and resonate with visitors. It’s an urban elixir if you will…take a good dose of the tonic and although we can’t promise what you’ll find, we can promise that you will find a better self!” says CTT CEO, Mariëtte du Toit-Helmbold.

“The message to international tour operators is: There is more to Cape Town than meets the eye! We have juxtaposed the expected Cape Town with the unexpected Cape Town, showcasing to the trade and media those unique elements that often aren’t as well-known to visitors. In a world that is quite jaded where people are looking for new and exciting experiences, it gives diversity to our message and gives us new products and experiences to sell.”

As a part of collaboration between Cape Town, Durban, Johannesburg & South African Tourism Discovery Channel and National Geographic will launch a series of programs showcasing the livability of South African cities. The programs will be supported by a TV advertising campaign as well as digital & online promotion and special events highlighting these South African cities. Discovery Channel has also agreed to conduct a film school in Cape Town to generate footage for use by Discovery, CTT and the Cape Film Commission.