CEOs from Cape Town Tourism, Johannesburg Tourism and Durban Tourism met during Indaba to discuss the partnership that will target international and domestic markets.

Johannesburg, Cape Town and Durban are South Africa’s economic and tourism hubs and the newly signed joint tourism pact includwa destination packaging and collaboration on events and trade shows as well as shared collateral and online campaigns.

“Cape Town, Johannesburg and Durban tell three very different and unique but complementary stories. I strongly believe that we add value to each other’s leisure and business tourism offering. The time has come for us to use creative and innovative ways to maximise the domestic and international leisure as well as business tourism potential for all 3 cities,” says Mariette du Toit-Helmbold, CEO of Cape Town Tourism.

Lindiwe Kwele, CEO of Johannesburg Tourism added: “All three cities have the confidence to define themselves in the minds of our markets. Johannesburg is a frontier city and personifies urban chic, achievement and a sophisticated energy. Durban is diverse, a leading port city and exemplifies warmth and tradition. Cape Town is a city of inspiration, hope and freedom with a rich cosmopolitan culture set against the backdrop of an unprecedented natural beauty.”

A joint marketing initiative will see high-level collaboration on marketing and branding initiatives and knowledge exchange. Priorities will include improved city branding and how the unique offering of all three cities are being presented and packaged to both domestic and international travellers.

Phillip Sithole of eThekwini Municipality’s Business Support and Tourism concluded: “One of the secrets of a winning destination is for cities to realise that we are brands and that we should harness our assets. Positive perception, unique identities, authentic experiences and a powerful story is the armoury of a successful city brand.

“The joint marketing agreement is a formal recognition of our synergies and will go a long way to present a conducive and integrated city tourism experience for both domestic and international travellers.” He added

Indaba is Africa’s biggest travel and tourism trade show – which spans 27 000 square metres – with 1 300 exhibitors, over 170 international hosted buyers and hundreds of local and international media who have descended upon the show INDABA.