Cape Town has kicked off Tourism Month with a digital campaign that puts its own people at the center of the city’s story.

What Is ‘My Cape Town’?

The campaign, titled My Cape Town, goes beyond the usual postcard landmarks and instead invites locals to share their favorite food spots, cultural gems, and outdoor escapes. Short video features will highlight experiences that don’t require a luxury budget, but still capture the magic of the Mother City.

“Cape Town is a world-class city, but you don’t need deep pockets to have an unforgettable time here,” said Enver Duminy, CEO of Cape Town Tourism. “With My Cape Town, we’re handing the mic to our community, showing off the city’s vibe in the most authentic way.”

Why It Matters For Locals

Tourism is a major driver of Cape Town’s economy, but the campaign emphasizes that it isn’t only about iconic sights like Table Mountain or the V&A Waterfront. James Vos, Mayoral Committee Member for Economic Growth, highlighted how focusing on locals helps build stronger communities.

“Tourism is not just about landmarks, it’s about people,” said Vos. “By showcasing locals and their favourite experiences, My Cape Town inspires visitors while also encouraging residents to support what’s in their own backyard. This is how we grow the tourism economy, by strengthening neighbourhood enterprises, which in turn create more jobs and add even greater value to Cape Town’s visitor proposition.”

Social Media And Community Reaction

The campaign will roll out across September on the Love Cape Town social media channels, sparking excitement among locals eager to see their neighborhoods represented. Early reactions online have praised the focus on inclusivity and affordability, with many Capetonians noting how refreshing it is to see the “real Cape Town” spotlighted instead of just tourist-heavy attractions.

Looking Ahead

Cape Town Tourism plans to expand My Cape Town by introducing bookable itineraries, making it easier for visitors to plan and support authentic local experiences. For residents, the campaign also doubles as a reminder that adventure doesn’t always require travel sometimes, it’s right on your doorstep.

Source: Tourism Update 

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