“Our three cities – Cape Town, New York and Berlin – are united by their vibrant, cosmopolitan lifestyles, rich cultural landscapes and forward-thinking spirits, yet each offers its own unique character.”
So said visitBerlin CEO, Burkhard Kieker, as Cape Town Tourism, New York Tourism and Conventions, and visitBerlin launched the world’s first three-way destination marketing organisation partnership with the premiere of a joint short film, called One Small World at New York’s Mercer Lab.
The announcement was made on World Tourism Day, marked annually on September 27.
Through the collaboration, each city will gain exposure to new markets, increase brand visibility and reach across networks in the United States, South Africa, Brazil, Germany, Italy, and the United Kingdom.
One Small World, a joint documentary-style short film, tells the story of three locals who cross oceans and continents to share their love of their home towns, discovering how their similarities bind them together and how their differences help them grow stronger.
Enver Duminy, CEO of Cape Town Tourism, said the initiative will promote transformative travel experiences between the three cities.
“In a world where differences are often a source of division, this campaign unites three iconic cities – Cape Town, New York, and Berlin – across three continents, showcasing the transformative power of travel. It is a testament to how collaboration and shared experiences can bridge divides and celebrate diversity.“
He said One Small World provides a unique platform to celebrate shared humanity while highlighting the distinctive qualities that make Cape Town a special destination.
NYC Tourism and Conventions Interim CEO and chief marketing Officer, Nancy Mammana said in creating the film, the importance of the partnership as a way to drive tourism became crystal clear and solidified the meaning of their 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.”
Mr Kieker said the three cities aim to attract well-educated global citizens by offering a “warm and welcoming experience that makes them feel at home from the moment they arrive”.
“We have a high correlation between our target audiences and will collaborate through joint social marketing efforts.”
Mayoral committee member for economic growth and tourism James Vos said the partnership and the travelogue was not only a celebration of partnership, 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.”
Mr Vos said the aim was to expand Cape Town’s tourism reach through global partnerships.
The One Small World travelogue will be distributed as a digital content campaign across the three cities and social media platforms.
