Cape Town Tourism (CTT) and the City of Cape Town are putting communities front and centre for Tourism Month 2026, launching a programme that throws open the doors of the city’s visitor economy and invites everyone to explore more of Cape Town.
This commitment takes shape today as CTT and the City launch the month-long programme at Bridges for Music in Langa. From here, the tourism conversation moves beyond the city’s traditional hotspots, showcasing neighbourhood experiences, supporting tourism SMMEs, connecting young people with opportunities in the sector, and strengthening collaboration across the wider region.
CTT CEO Enver Duminy says it’s as much about who benefits from tourism as about how Cape Town is experienced.
“Cape Town’s story isn’t told only from the top of the mountain; it’s also told in Gugulethu, Khayelitsha and Langa, wherever someone has built something worth the trip. This Tourism Month, our invitation to Capetonians and visitors alike is simple: see the city from every angle.”
Alderman James Vos, Mayoral Committee Member for Economic Growth, says tourism is a major driver of economic opportunity across Cape Town.
“Every rand spent at a small business supports a job, a livelihood and a future. We saw tourism contribute R24.5 billion to Cape Town’s economy in the last year, which shows just how important the sector is across the whole ecosystem, from accommodation and transport to restaurants, attractions and the many small businesses that support our visitors. That’s why our focus is on getting the mechanics of tourism working properly, from destination development and management to effective destination marketing. If we get those fundamentals right, we can fire on all engines.
For me, it’s about building itineraries, backing businesses and making sure Cape Town is ready to welcome more visitors. We want to keep growing our connectivity, encourage visitors to explore more of the city and open doors for young Capetonians and tourism SMMEs. Ultimately, our goal is one tourism-related job in every household, and that means making sure the opportunities created by tourism reach more people across Cape Town.”
That engine runs on a set of interlinked initiatives, starting with the second phase of the My Cape Town campaign, which shines a light on local voices, neighbourhoods and experiences across the city. The campaign showcases tourism offerings that are often off the beaten track, encouraging residents and visitors alike to explore more of Cape Town.
Alongside the push to widen the map, Tourism Month invests in the people who will shape the industry’s future. Under the Future Tourism Leaders banner, the programme introduces youth to tourism careers and entrepreneurship, then connects them with an immersive experience across Cape Town’s natural, cultural and community tourism offerings.
The investment in young people extends to digital innovation, with CTT engaging them in the conversation through a Digital Innovation Challenge that invites tourism students to explore how AI and digital technology can help redesign tourism in Cape Town. It’s an opportunity to generate practical ideas to improve the visitor experience, strengthen community and township tourism, support tourism entrepreneurship, and help the industry better understand the needs of tomorrow’s traveller.
Tourism Month’s reach doesn’t stop at the city limits either: a new partnership between Cape Town Tourism and Stellenbosch aims to strengthen collaboration across destinations and expand the wider regional visitor economy.
Taken together, the initiatives reflect the shared focus of CTT and the City of Cape Town on growing a more inclusive visitor economy that creates opportunities for more businesses, young people and communities to participate.
“Tourism Month doesn’t end on 30 September; it’s a preview of what’s possible every day of the year. More neighbourhoods on the map, more young people with a foot in the door, more of Cape Town for more people to discover,” says Duminy.
